This week, we spoke to Lee Fletcher from Leicester SEO agency ‘Search Exclusive’. Lee has over 10 years experience with search engine optimisation and kindly gave up his time to talk to us about how search marketing can help your business.
It’s essential that you make Internet search marketing into an integral part of the development plan for your business. While many business owners know this is true for their online businesses, its importance is not limited to just them. Traditional offline entities need it as well. Nowadays, approximately 1.4 billion people have access to the Internet – a business can have their message seen by thousands, if not millions of target prospects – while paying an amount that’s substantially lower than conventional methods.
While there are various important components associated with Internet marketing – each of which can be assembled in a variety of different ways, they can be sorted into two main classes. Before discussing them, it’s important t0 understand what exactly makes search engines target a specific website, displaying them at the top of the results and potentially bringing in thousands of new visitors.
When talking about search engineers, Internet marketers often mean Google specifically. While there are various competitors, Google is the king of the hill at the moment. Most search engines share very similar characteristics.
Google are very clear that their goal is to serve it’s search users with the best and most relevant results based on their search query. They want to make sure they’re giving end users the information they’re looking for. When an individual enters a certain search term into Google, they want to ensure the that the end user can find answers to their questions immediately.
The first requirement for a business thats interested in using search marketing, is figuring out what search terms are relevant to their business and are high in commercial intent. This way, they’ll be able to provide specific webpages that are relevant to the end users search terms.
The goal of organic search engine marketing is to build a website that provides something relevant to what potential customers are searching for. This will give the business the best chances of being found by their potential customers online which, in turn can bring in more business. The techniques used to give a particular website high visibility in Google is referred to as SEO – Search Engine Optimisation.
SEO strategies can be divided into two different elements: on-page and off-page.
Obviously, on-page strategies are the ones that can be implemented on your website. There are certain elements of a page that can be optimised to tell Google what the page is about. They are things such as title/description tags, relevant content, keyword density and also optimised images. Off-page strategies, on the other hand, involve things such as having a branded social presence, content marketing and other strategies that create authoritative, trustworthy links back to your webpage.
When search engines such as Google calculate that your webpage is optimised well both on-page and off-page for certain keywords, it will be classed as relevant. This is just a basic overview of SEO as there are many specific and complex elements involved in a properly implemented SEO campaign.