Consider the following scenario: A business in the Cotswolds is looking for a digital marketing agency, near Cheltenham as the directors often go there on business and like to work face-to-face with agencies.
The site includes the opening text:
“A Strategy Today for Future Growth. XYZ, Your Partner in Digital Marketing”
(We made it up, but it’s the sort of thing we see.) It’s OK, but a bit woolly telling us that maybe they could help us with a digital marketing strategy that will help us grow.
Alternatively, if the text said:
“XYZ – The best Digital Marketing Agency in Cheltenham, and we can prove it!”
Pretty ballsy, but first it tells us they are a Digital Marketing Agency. Secondly they are in Cheltenham and finally they produce results… perhaps.
Ok, it’s an example and in the first case the visitor could go to the about page and see where the agency is based. But the second approach ties in to the next reason.
You don’t need us to tell you the importance of visibility in Google for what you do and who you are.
But how do you achieve that?
When you enter a search term into Google, it looks through all the pages it is aware of and asks if that term, and variants, are present in key parts of the website.
In fact the algorithm that Google uses examines dozens of ranking elements that effect where your page might appear in the Search Engine Results Page (SERP). The exact breakdown of those elements involves proven factors, controversial factors and pure speculation.
Search Engine Optimisation (SEO) (or Optimization if you are American) seeks to include those elements, as far as possible, to ensure a good search engine ranking for particular phrases.
Crucially you should do it in a natural way as Google values “good relevant content.” Think about it. If everyone using Google couldn’t find what they were looking for, the business model would fail.
But relevant content also helps with paid advertising…
High landing page experience score
When you run a Google AdWords Pay Per Click (PPC) Campaign, it’s easy to spend an unholy amount of money on traffic that is not relevant, and never going to convert. One reason for this is that ads are served to a broad audience. One, and there are several more, way to mitigate this is to ensure you have relevant content. In Google’s own words:
“Landing page experience” estimates how relevant and useful your landing page is to people who click your ad. It takes into account factors such as how well your landing page content matches a person’s search term, and how easy it is for people to navigate your page.
Landing page experience is one component of your keyword’s overall Quality Score.
And Quality Score:
Quality Score is an estimate of how relevant your ads, keywords and landing page are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions.
So if you are thinking of running a PPC campaign, we recommend you don’t start until your landing pages have Search Engine Optimised.
Unit 3 Search Engine Optimisation (SEO) Service
Like quality in your products and services, we think you should bake in SEO to everything you do online. We can:
- Help you understand how your organisation’s website can benefit from SEO
- Audit your current position, set priorities and provide an actionable plan for optimisation
- Train your team to be able to create Search Engine friendly content
- Plan and manage your entire Search Engine Optimisation programme
For a free, no commitment chat about SEO, get in touch…