Search Engine Optimisation

Increasing online visibility

SEO, or Search Engine Optimisation, is anything that improves how a web page ranks for a specific search term.

It requires the use of well-researched keywords or phrases that will appeal to visitors – and crucially ensures your online content is found by search engines.

Whilst the term SEO is well known it is not uncommon to not truly understand what it means or how the process works.

In essence, search engines regularly crawl websites to find out what exists and then index pages, based on what they have found.

When a user types a question into a search engine, it will find the most relevant answer based on the index it has created.

It is important to understand this is a hugely crowded market. There are more than 5 billion searches made on Google every day – and every search contains keywords.

Examples might include: ‘Hairdressers in Manchester”, “the best Chinese restaurant in London’ ‘How do you cook an omelette” ‘divorce lawyers in Birmingham’

So how do you stand out from the crowd? It is not possible for every business to appear as the first listing on the first page of Google.

In the bad old days, there were ‘SEO experts’ who would promise this was possible and, for a hefty fee, would take advantage of a loophole to make this possible.

To the purists amongst us, they basically cheated. Web pages would be flooded with keywords invisible to the human eye – but very visible to search engine bots.

Fortunately, this process has been outlawed, as has the use of links from websites specifically created for link building.

Now, the only way to guarantee online visibility is to produce unique, engaging and relevant content and ensure that content is optimised, be in blogs, static pages, images, video or music.

It may have taken 20+ years since Bill Gates uttered the phrase but finally, content really can be king.

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SEO Keyword

Ensuring online visibility

The secret to securing SEO success is simple: Keywords, key phrases.

That’s it. No tricks, no flicks. No dark secret. Just well-considered, carefully planned out use of words.

The key to choosing the correct keywords is their relevance to you, your business or service.

Or, if you reverse engineer the process, choosing the keyword, phrase or question a potential customer may type into a search engine.

Every single search contains a keyword and search engines will attempt to match those queries to the most relevant content.

Onside PR will optimise your online content to make it more visible, with the use of keywords, long-tail keywords and by adding Alt text to videos and images.

SEO is a continual process. It requires the constant production of content and a constant review of the keywords that work for your business.

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SEO Benefits Of Inbound and
Content Marketing Strategies

Converting keywords into customers

Having identified relevant keywords and phrases we need to know how to use them.

We can’t simply drop keywords onto pages or add them to any old rubbish.

Search engines are not daft. Fortunately, the bad days are long since gone and now, if the content isn’t relevant it will be ignored.

By adopting inbound marketing and content marketing strategies we ensure your content stands out.

Ultimately the end goal is to ensure website visitors to do something. We want them to purchase a product, service or otherwise engage.

Some visitors may already know who we are, they may have visited the website previously but the vast majority will not.

Content marketing is designed to impress.To attract new visitors. It involves the creation of material which will be useful, or of interest.

It might be a blog, a video, an instructional or informative piece of content published to blog or news page of a website and shared via social media channels.

The strategy is designed to convince readers – and crucially search engines – that the authors are an authority on the subject matter and are worth checking out.

Content is produced to specifically target a particular demographic. They may not have been looking for you but, were so interested in the content offered to them they chose to engage.

Inbound marketing content is aimed at the visitor who knows what they want but maybe doesn’t know where to find it.

It is about demonstrating that a client really is the authority. It is mostly static content but clearly demonstrates expertise and knowledge. The aim is to ensure the customers like what they see when they find it and subsequently feel compelled to act.

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Pay-Per-Click And
Online Advertising

Optimising SEO content with targeted keywords

Pay Per Click or PPC campaigns are a fast-track route to search engine visibility.

They guarantee online exposure and can bypass months of organic growth – but the correct use of keywords and phrases is crucial to PPC success.

Get it right and this is can be a lucrative short-cut. Keywords targeted at the right demographic result in converted clicks.

Customers who understand what is being offered and are interested in learning more.

Get it wrong though and PPC campaigns can be a hugely costly exercise that generates little or no results.

The key here is that PPC campaigns work when someone clicks on an advert. Not when that click is converted into a sale or commission.

The unknown factor is how many other people want to run PPC campaigns using the same keywords – and that is what determines the cost of the campaign.

The more people using the same keyword, the higher the price of the campaign.

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