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Updated by oscartornley on Nov 15, 2018
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seo articles

search engine, search engine advertising

1

Make your marketing campaign more effective with search engine advertising

Popularity of search engine for getting information on products and services before making a final buying decision has made it a go-to place for digital marketer. Search engine advertising is a powerful mode of online marketing that can boost your business revenue.

There are two parts of search engine marketing (SEM): search engine optimization (SEO) and search engine advertising (SEA). Now, let us look at the differences between these two modes. The objective of any marketer is to increase visibility of their business to the prospective clients and what could be a better place than in search engine result pages where millions of users are coming everyday to get information about product or services that you offer. There are two ways you can be visible to them. Through SEO you website can appear in the search result page and it is absolutely free. This can bring organic traffic to your website. In SEA, you can also display your website to the people looking for products and services that your business offers but you need to pay for it. Usually these are displayed in the search engine result pages in almost similar ways like organic results but it is labelled as advertisement.

Now the obvious question that comes to our mind is why one should go for paid search engine advertising when the same can be achieved through SEO. To answer this, let us clear one thing first. SEO is an activity that needs high level of skill and expertise. In order to appear in the first page of any leading search engine page, it needs consistent, focussed effort. SEO is not a one-time activity but needs to be done on a continuous basis to sustain the improved ranking. Most of the time businesses need to maintain an in-house SEO team in their organisation or outsource it to an SEO agency for carrying out these activities. Therefore, even if you don’t pay the search engines for SEO there is a cost involved for hiring an agency or maintaining your own team.

In case of SEA, you can work on keywords in the similar way as you do in SEO and decide on the list of keywords for which you want your advertisement to be shown. You need to register with an advertising network like Google Adwords and make your website visible to the users. The advertisements are shown prominently at the top and bottom of the search result page. If the user feels interested to know more about your website they can click the link and reach to your landing page. A landing page may be a relevant page of your website or a specially designed enquiry form where the user may leave the details for you to contact them.

The placement of the advertisement is decided by the search engine and also depends on quality score which is a combined score of the relevance with the keyword, call to action text, bounce rate and also the bid amount. Though bid amount is one of the factors in deciding the visibility and the placement in search engine advertising but only bid cannot guarantee the winning position unless other factors are taken care of.

Marketing campaigns can be made more effective through search engine advertising offered by leading search engine companies.

2

How to choose your right partner for SEO marketing services?

Search engine optimisation or SEO marketing services are said to be indispensible for the success of your business. Though all of the service providers promise you a berth at the first page of Google, not all are successful in delivering as per their promise. Largely it depends on the skills of SEO professionals associated with the agency.

An agency having a great website is not the actual indicator of its capability. It only shows that they are good at website designing. So, if you are looking for the job of designing your website then they may be the right people. Since you are going to appoint them for SEO services, you should check out their website’s SEO first. The agency listed at the top is also not a pointer to the fact. In reality, websites are ranked often on the age of their URL and the older the domain the better they are considered to be. The size of the company also may be misleading when it comes to judging its expertise. Smaller firms with few dedicated SEO professionals are often better to bank upon.

So, the agency should be chosen based on the SEO marketing services you need. If you are looking for popularising your new website the strategy will be different from the one needed for link removal and reputation management. Ongoing SEO efforts will have more detailed operations than a one-time SEO audit. Link building backed by content marketing again will call for a different set of expertise. Find out if the agency you are going to appoint is capable of handling such activities.

The SEO strategy also depends on your business goals. And, this strategy should be developed after receiving feedback from all other departments including the conventional marketing efforts. Having a goal in mind helps you in measuring the success of your SEO efforts as well. It is often wise to receive initial consultation from multiple agencies to know that they are offering result-oriented and attainable solutions.

After comparing their services and their quote you should select the most deserving one. However, you should keep your findings discreet. The lowest quote again does not assure to be the best and converse of this is also not true. You have to apply your judgment to see if the agency will be able to help in your pursuit. The best way to find out about their expertise will be to talk to their previous clients. If they have helped out their client in SEO activities in the past they will be of help to you.

SEO is a job that demands creativity. They should place your story in a unique way so that it entices your customers at the same time is optimized for the search engines following guidelines. They should have experience in handling diverse client base across different industry verticals. They should agree to customise the SEO marketing services for your purpose. Moreover, their SEO professionals must take inputs related to your business and industry from you instead of imposing their views and suggestions on you.

Competitive SEO marketing services can save money for you in the long run. But depend on an agency that has expert SEO professionals .

3

SEO company UK can help you in reaching to your target audience

SEO strategy for a small and medium business differs from one that a large and established business may adopt. Thankfully, you can always talk to an SEO company UK to customise the package for you after talking to their SEO experts. There are some very good agencies that offer flexible plans which are affordable and effective as the same time.

As your agency is well aware of the challenges faced by a small business, they will design a package thinking strictly of those hurdles. It is extremely difficult for a small business to survive the first year when they have their kitty full with too many factors to handle, marketing being the toughest of all, probably. It is a difficult task including digital marketing, which is comparatively new and people have several misconception about it. For example, you must understand that reaching the first page of Google is not that can ensure success for your business but it is reaching your prospective clients. Many things of SEO are still unknown to common people like how the search engines rate a website. An SEO expert can help you understand how things work and more importantly, how it can work in your favour.

A good SEO company UK can offer strong search engine visibility and hence can bring organic traffic to your website. They have SEO experts who work relentlessly so that your website appears in the first page of search engine result page and your customers, essentially local ones, trust your credibility. SEO is a process that can be described as a summation of market research; keyword research; creating engaging and useful content and building a perfectly optimised website for the search engines as well as the users. With the help of content marketing and by building links from high domain authority sites you can reach your potential customers. The results of SEO conversion rate has to be analysed regularly to make the process of optimisation effective.

Other than creating content and marketing it to reach wider audience there are on-page SEO techniques that need to be adopted. This is generally to be done with page titles and meta descriptions. For small businesses adopting local SEO turns out to be quite useful. Your effort should earn reviews and testimonials to convince your new customers on your credibility.

SEO budget for a small business is often a constraint. It is not always true that you should have a very high budget for SEO but you can set up a small amount for this purpose. SEO takes a longer time to show results and therefore you should allow that time to let the activities yield results. If your business is in some competitive market where big, established players are always ruling the scene, it becomes quite difficult. But, a good agency can always plan a campaign to deliver expected results.

Before employing the SEO company UK ask them how they are going to approach the optimisation of your website and if they have experience in local SEO. It will be a good idea to set up smaller, shot-term targets and modify or change the strategy by talking to the SEO experts whenever needed.

Choose an SEO company UK that have established their credibility in the market and has SEO experts who can deliver results.

4

Ask the SEO company about customised strategy for your business

SEO can be a complicated task in many cases, and an SEO company UK understands it better than others. We have seen a successful SEO company getting good results for their clients simply by understanding the requirements and then thinking of a strategy instead of imposing off-the-rack-solutions. They have more or less finalised on few major factors to consider during their job.

Though there are hundreds of factors responsible for determining the final rank in the search engine, not all factors are relevant for every business. The first key area of SEO to be considered is technical SEO. It tells the site owner (or the SEO expert working for the company) how the website will be crawled by the search engine bots. Is your content properly formatted and organised for the bot to go through it easily? Your CMS or content management system will take care of many factors with their inbuilt tools. It is important that the crawler index your website and returns again for updates. The website certainly should be ready for the mobile users.

Designing factors have an important role to play here. Does your website load fast so that your visitors are happy or do they have to wait for a long time to open (5-10 seconds)? The CMS should be SEO friendly to take care of the basic factors. Once your website developer delivers you a mobile-friendly fast loading website you can expect the crawler to rank it soon. In the meanwhile, you should concentrate on on-site SEO. All the pages of the website and the entire website need to be optimised for search engines to index. It always starts with keyword research to reach your target audience. Writing simple yet catchy title tags comes next. A well-crafted meta description helps the crawler as well as the users. A properly written URL should also explain what the page is all about. User experience can be enhanced with easy navigation in the page and across different pages. Your ‘calls to action’ should be strong and clear that will tell your users what to do next.

An SEO company UK knows about the latest SERP features and they would apply that in your website to increase click-through rates. For local businesses, the pages have to be optimised with location and address. An SEO company will have tools for checking the on-site optimisation of the pages and change it if needed.

No one can undermine the importance of good content in SEO. It can be service content that tells your clients on what you sell or what service do you provide. With credibility content you engage them with your business. And, finally, marketing content places you as an authority in your segment.

An SEO company UK helps you in off-page authority building. Link building is a crucial component in improving organic rankings. Instead of concentrating on the number of links a good SEO company will always look for quality links and creativity plays an important role in achieving it. The safe and best way to do this is to offer really useful content to the users.

An SEO company UK has experts for every activity. Your SEO company must design a campaign for your purpose.

5

SEO article: Dos and Don’ts

SEO article writing can be an overwhelming task when you have many factors to consider. The articles should be interesting and informative for the users and SEO-friendly at the same time. A good SEO company will be able to tell you how bad content can get you penalised by the search engines. Let us explore here some of the basic factors so that you know the right way to develop the content.

Before writing an article you will have to do the keyword research and decide on the structure of the article. If you think tools are not needed for checking the quality of SEO content then you are wrong. There are some great tools that check the article for readability and SEO friendliness. Use of synonyms in your article is a good idea. The main idea of your article should be clearly communicated so that the readers know what to expect from the content. Using short paragraphs with h2 tags are great for the readers as well as the search engine’s crawlers.

Instead of using the same keyword again and again, use its synonyms. Once the search engine’s algorithm finds out keyword stuffing, you are going to be penalised. Use multiple keywords instead of just one so that your article can be indexed for more than one keyword. The tone of writing should be liked by target audience. If you are writing an article on data science for the experienced researchers, you should not just give the basic detail or definitions. While writing for kids or young adults the language and use of words should be appropriate for them.

The focus keywords or key phrases should be evenly distributed and should never be overused. Keyword density should not be more than 1-2%. The keywords should be balanced as well. Interlinking within the article is also a good practice. If you have already published a good article on similar topic or have found a reference article on the same topic, you may link it within your content. A clear call to action should be included in your article. Either the readers are to be directed to another section of your website (filling up of a form etc.) or to the button for placing order for your product or services.

Your SEO article should be written on the keyword you are trying to get the ranking for and not for something entirely different and unrelated. In other words, the topic and the content should have common theme and the keyword. Unrelated and irrelevant content frustrates the readers and annoys the search engines. A good SEO company employs writers who have nice and appealing style of writing that does not bore the readers. Keep the sentences crisp and short. Do not use needless words. Adding examples and anecdotes always make the article interesting and fun to read.

Never undermine the importance of formatting the content with right kind of fonts, colours, background colour and use of bold and italics. These make the task of reading easy for the readers and they come back to your website for more content. Your SEO article should be original and useful and visitors to your page must find value in it. A good SEO company knows the importance of unique and interesting content and they pay adequate attention to content development.

Writing SEO article for the purpose of content marketing is encouraged by any expert SEO company .

6

Best SEO advice from your digital marketing agency

When you decide to hire an SEO agency you have an expectation of improving your site’s ranking in the search engines. SEO advice offered by your agency helps in your endeavour but wrong advice can ruin your site and mar its reputation. Unethical SEO techniques may cause damage which takes much longer time to repair.

The best time to receive SEO advice is when you are thinking of launching a new website or redesigning your website. A good agency starts their work by reviewing your site’s content and its structure. If you are starting from the scratch, that is development of website then the design has to be SEO friendly. Since an SEO agency has experts from every field you can get the advice of a website designing expert or developer who will not only look into the aesthetic aspects of the site but its code and other technical factors that have influence on SEO. It covers advice on hosting, error pages, redirecting pages or use of JavaScript.

Keyword research is a job that needs both technical skills and innovative thinking. It is often observed that instead of optimising for highly competitive keywords, little tweak in them gives good results. The content has to be developed based on the findings of keyword research. Since quality of content is extremely important the agency takes great care to create useful and interesting articles, blogs, reviews, guides etc. Content management is equally important and it needs profession management. Business development campaigns to be integrated with SEO and other digital marketing campaigns and should be planned meticulously for better effectiveness. Fixing the budget is sensitive issue for any business especially small businesses and you can start with a small budget as well.

For local search engine marketing the agency has to do in-depth research on specific markets and geographies. The agency should know about your clients, your target geographical locations and each specific factor about them. For example, if you have a flower shop and you deliver only to the areas within 5 km radius, it will be useless to advertise to greater areas.

Since search engine result pages include both organic search results and paid advertisement, you must know that advertisements will not have any effect on your site's ranking. Your digital marketing agency should also use free resources offered by search engines to improve its SEO compatibility. Getting educated on these tools and resources helps you in becoming an informed user.

You will find a good agency to always follow search engine webmaster’s guidelines. They understand the process in which the crawlers work and index the websites so that they do the things in the right way. Ask the SEO agency to show you examples of their previous work. From their previous success story you can judge if they are trustworthy and committed. If they have experience in your industry or business type, then their SEO advice is going to certainly help you. Discuss with them the strategy they are going to follow and how they are going to implement them.

Follow SEO advice offered by your SEO agency when you have developed trust on them.

7

Search engine service: Best practices

Search engine service provided by an ethical agency helps a business in the long run. It not only provides results but helps the business earn great respect from its clients who always come back to their website for useful information, lucrative deals and value for money offers. You should be able to differentiate between ethical SEO advice and unethical, aggressive marketing gimmicks offered by some unscrupulous SEO agency.

Such agencies often try to manipulate search engine results with the help of unfair means. They stealthily violate guidelines prescribed by the search engine webmasters and negatively adjust their techniques to improve your website’s rank in search engines. But if you are aware of the SEO best practices you will never fall in their trap.

In many cases the agency creates shadow domains to attract users by redirecting them to those domains. These are created by that agency but often are redirected to other sites if you are no longer maintaining the business with them and even to your competitors’ website. In these cases you will lose traffic and business without even understanding the reasons behind it.

An agency may also create doorway pages by stuffing the content of the page with keywords and include that in their client’s website. They may try to convince you that this page will make your website more relevant for queries having matching keywords. But, you should know that individual pages are never considered for a wide range of keywords. Some SEO agencies may include hidden links for other clients in that page that will naturally lower the popularity of your page.

If an agency tells you that they will guarantee you a first page ranking on Google in a short span of time with their SEO advice, you should stay away from them. There is no concept of priority submit that may help your site rush ahead of others to reach the first spot. The more ethical way will be to add your URL page to Google or submit your sitemap to it. The Search engine service provider should not be secretive of their methods. You should tell them to clearly explain their techniques to ensure that they use only white hat SEO for the job. You should ask them to explain it in a language that you understand and not using technical lingos or jargons Do not encourage use of misleading or deceptive content because it is not only bad for the search engines guidelines but also for your clients. Your clients will not come back to your site if they find it filled with irrelevant content or spammed text.

Some Search engine service may offer you throwaway domains that will be used temporarily entirely for the purpose of spamming. But, such SEO advice may cause your website to be removed completely from the search engine’s index. Since the agency will have the FTP access to your website, they should inform you of all changes they are going to make and proceed only after receiving your approval. Spend your budget wisely on SEO so that you know that the money is well spent.

Search engine service should include SEO advice and use of ethical SEO techniques to bring results for the business.

8

Secrets behind search engine rankings

When we search for some information in Google and type a search query we are thrown with millions of results. Most often we do not bother to know how search engine rankings happen. However, it is the painstaking efforts of Search engine service providers that work for days and months to see their clients’ website reaching the first page and helping them and the users at the same time.

Google, the leading search engine has its own methods for finding the websites, crawling its content to see its worthiness and then rank it for the search engine users. When you have a book, say an encyclopaedia, to find some specific information what do you do? You start with scanning its index pages, isn’t it? Google does the same thing when you place a query. It matches your text with their index to find out most relevant pages to match it. They have an automated system to do the job and that is backed by sophisticated algorithms. The process starts with crawling. The ‘search bot’ (known as Googlebot) scans through millions and millions of web pages depending on its algorithm after selecting the website. This algorithm decides which page will be crawled and when and how often.

A search engine service provider knows that the process starts by crawling the URLs and Sitemap data. So they insist on forming URLs for your pages that are self explanatory and search engine friendly. They also submit the sitemap of your website to the search engine so that Google knows the presence of your website. As new websites are added, changes are made on the existing website, new pages are added and pages are found to be dead, the index is prepared and updated. This process is completely automated and algorithm driven so no one can make the bot crawl their website more frequently than other. But, the algorithm has its own parameters to add weightage to the pages.

Factors like tags, links, ALT attributes etc. are considered for preparing the index which subsequently improves the search engine rankings. There are over two hundred factors that are considered by the search engine to determine the rank of a page. For example, when the bot identifies many links coming to your website it adds more importance to your page because it proves people have referred your website often after finding it to be useful. This therefore improves your page rank. There are more detailed factors too in this process because, all links are not treated equally. This has been done to restrict the practice of adding spam links to influence search engines for better page rank.

User experience or UX is of great importance to the search engines and they work continuously to update their algorithms for search engine rankings. In order to avoid common pitfalls mentioned above you should consult a good search engine service provider that follows the guidelines set by the leading search engines. Black hat techniques never pay off. Be aware of useless free offers made by SEO agencies that do not improve page rank in any way.

Search engine service should improve search engine rankings of your website by adopting White Hat SEO techniques only.

9

Organising SEO content following the right structure

An SEO agency that has years of experience in handling clients from a diverse field of business knows the importance of SEO and it uses all its best resources not only to develop the content but making it ready for the purpose of SEO by incorporating proper structure and formatting. They also know it well that an SEO article is primarily for the readers and not only for the search engines.

It has been often observed that a website’s category or tag structure is not properly managed. A considerably authoritative site may have unnecessary tags and categories. One should treat categorising or tagging as taxonomy and when used it properly, it can improve your site’s SEO. On the other hand, when over used, it creates confusion for the search engine crawler. For human readers, it undoubtedly spoils user experience.

Structure of the website is also very important from the point of view of usability and searchability. If it is not properly structured, your users may not reach the product page they are looking for. Properly structured site is also beneficial for the purpose of SEO. If you have multiple content developed on the same keywords in your website they may compete with one another and the search bot may not understand which one of them is more important than the others. A good internal linking structure within your website will solve this problem. This also works as guideline for modification in your website. When you wish to remove an outdated piece of content from your website, it is easy when you have a clear structure.

An experienced SEO agency knows that the ideal site structure of the website should be like a pyramid. Homepage remains in the top and below it comes the category pages. For large and complex pages, there will be subcategories within the categories and then at the bottom will be individual pages, posts etc. The pages and posts should also be categorised properly. Categories should be equally large with proper distribution of topics in all of them. If you find many SEO article posts in one particular category then you should divide it into subcategories.

Internal link structure should be properly utilised. For example, each page in the top should link to its subpages below and subpages should also link back to the top pages. You should keep cornerstone or essential content at the top so that the linking becomes logical. Interlinkng increases the chance of ranking for your website pages because related and similar pages get linked and the search engine finds it easy to index.

An experienced SEO agency uses updated and smart tools that automate most of the functions of structuring of the SEO article. So, once the initial setting has been done it becomes easy for you to add more content or delete some without spoiling its structure and formatting. Most of the CMS comes with such SEO tools to make the job even simpler for the administrator of the website. But knowing to utilise the tools is extremely important.

The content and organisation of it are equally important for an SEO article . An SEO agency that employs great content writers know their job well.

10

The discipline you need to follow for search engine optimizer

SEO can be largely described as collection of all the activities that can be used to make your website appear in the search engine result page. High search engine rank ensures that your website features prominently on the first page of Goole and other search engines, because it has been found that users rarely go beyond the links listed in the first page. Therefore, you should be aware of the search engine optimizer that helps you in reaching this coveted position.

There are several on-page SEO techniques that are to be performed on your website. And, there are other off-page techniques like link-building and social media marketing that also help in increasing visibility of your page. When search engine throws search results based on your keyword or search term the results shown are known as organic search results. More than 60% of all web traffic comes from organic search. On the other hand, paid results are shown by the search engines which are known as Pay Per Click (PPC) technique.

Relevancy is a factor that guides search engines to identify pages that will be of help to their users. They try to match the search query string to keywords found in website pages. Depending on their algorithms, the search engines find out its importance. Few factors like location of the person looking for the information, history of their previous search, time of the day or year etc. influence the process too.

The quality of content helps the page to rank high. You should regularly publish useful blogs and articles, reports, studies, informative infographics, charts, videos, video blogs or vlogs so that the users find it to be useful and engaging. Recently, it has been observed that Google is putting more emphases on long content to understand the readers’ intention of visiting the page. While developing content human readers needs to be kept in mind as user experience is what matters most. There are other factors that influence UX like easy navigation, relevant internal linking etc. that keep visitors exploring your website in detail.

The speed at which your website loads also adds to the UX factor. Hence search engine optimizer has to see to the fact that it loads quickly enough to keep your visitors at your website. Search engine rank is also determined by its cross-device compatibility. It should be optimised for mobile devices, tablets having smaller screen size than the computers.

Your SEO agency will tell you why it is important to have internal links in your website. Your visitors can have more reading options by navigating from one link to the other. You should also use clear and relevant anchor texts to help them in the process. This also reduces bounce rates. With internal linking, search engine rank for some keywords also becomes easy. With the help of search engine optimizer you can make your website search engine friendly without compromising user experience. If your website is trusted by your users, authority of the site increases. If you receive links from authority sites, your website is considered to be good and trustworthy.

High search engine rank can be obtained with effective and intelligent use of search engine optimizer .

11

How a search engine optimization specialist can help you

Search engine optimization specialist is a person who is either formally trained or qualified to take up the job of search engine optimisation or have experience in conventional marketing and have acquired skills in the job. In both the cases they are aware of search engine optimizer tools that help businesses increase their online visibility.

As businesses try to move upward on Search Engine Results Pages (SERP), they look for marketing professional experts in the work in order to accomplish this goal. SEO specialists have varied jobs to perform and an agency employing many such specialists takes a holistic view. They have professionals for website development and designing, keyword analysts, on-site and off-site optimisers and analysts who track and report the outcome of the SEO efforts so that the SEO campaign can be modified or changed to have better response.

Website analysts are those who audit the present website to see what needs to be done to conform to the latest guidelines for search engine optimisation. Depending on the type of business and its prospective customers, keywords are to be identified for which the website has to be optimised. This will ensure that when a customer puts a search query having keywords matching with that of the website’s content, it will feature in the search results prepared by the search engines. The algorithm on the basis of which it is done is quite complex and a search engine optimization specialist will know how it can be achieved.

Content generation, though may not be the core skill for an SEO specialist, but are taken up by people who are capable of writing engaging and interesting content. Though they subtly use the keywords in their writing, the copy is primarily meant for the human readers, so that they are benefitted by reading the content. Not only text, but other forms of media like images, infographics, videos etc. are also used for inviting readers to visit the website. There are search engine optimizer tool that can be used for optimising non-text content as well.

A specialist in SEO looks into many search engine parameters based on which the ranking of the website is done. These parameters are also changed frequently by the search engines. These are done by the search engines to enhance the user experience so that the visitor finds the websites listed to be useful for their purpose. The specialist’s job is therefore to keep track of all such changes that are being introduced and make subsequent changes to the website so conform to the guidelines. For example, now Google, the leading search engine prefers to have quality links coming in or going out off the website pages, not concentrating much on the number of links. Accordingly, SEO specialists have changed their strategy to backlink their client’s website so that it is not penalised by Google.

Web developers skilled in HTML, CSS, etc. work in close coordination with search engine optimization specialist so that they can write SEO friendly codes. There are search engine optimizer tools that can make the job of crawling by the search engine spider easy and thereby increasing the chance of indexing the website for better page rank.

A search engine optimization specialist are skilled in using search engine optimizer tools and techniques.

12

A search engine optimization specialist helps you make your website search engine friendly

A search engine optimization specialist has many tasks to perform. The person may not be qualified in hardcore coding or website designing but should be able to understand the search engine’s guidelines and optimise his or her client’s website following the rules. The bottom line for them is to provide search engine optimization services that help their client to reach out to more and more prospective customers and increase the rate of conversion.

The specialists may not know how to write a wonderful copy but should understand how to write specific content that will be SEO friendly and useful for the human readers. He or she can then guide an expert writer for developing the content. So the specialist is a connection between the content writer and the marketing team. Likewise, he/she also works as a conduit between the marketing team and the website developer and designer. The essential points to be reflected by the business should feature in the website and the SEO expert should put their insight looking at the purpose of search engine optimisation. The final result will be a website that looks awesome, has all the right elements to compel a visitor to browse it and the right code that helps the search engine’s spider to crawl the pages and obtain necessary information.

A search engine optimization specialist must know the basic principles of marketing. Understanding human psychology helps them in developing the most effective strategy. A person who is expert in developing conventional marketing strategy must translate his/her understanding with reference to the online landscape. Web analytics is a new field that has evolved in last few years. In this, a person is expected to analyse results obtained with the help of tracking tools and then understand the trend so that the SEO strategy may be modified. For example, placement of a sign-in form in two different locations of a website may present different response pattern. The specialist must find out which position is liked more by the users and change the website design accordingly.

For developing effective search engine optimization services the SEO specialist must understand the business model of the company, its culture, the product or services they deal into, its leadership style and demography of its customers. Then only he/she will be able to develop a viral marketing plan and help their clients. There are three stages of activities involved in the process of SEO. To maximise the success rate all three angles are to be explored and a good SEO specialist has skills in all three.

As mentioned earlier, the person may not have the core technical skill but must know the best practices to be adopted for developing structure of the site, its code and presentation. On-page and off-page search engine optimization services offered by a search engine optimization specialist can be of great help to improve your website’s search engine page rank. Always appoint a specialist who emphasises on ethical SEO techniques instead of promising quick result and then opting for Black Hat techniques. This may be penalised by the search engine and the website may be removed from their index.

When you are seeking search engine optimization services look for an agency that has search engine optimization specialist who is expert in all SEO activities.

13

Search engine optimization marketing: How it works

The internet has become the most preferred mode for seeking information. Naturally, it has also become the most popular mode to connect to the customers. Businesses, large or small, now seriously think of search engine optimization marketing to drive traffic (users/visitors) to their website. The intention remains to convert them into customers. Search engine optimization SEO helps in listing the website near the top of the lists so that visitors click and open the website to see the content of it instead of going below for other providers.

How it works?
Search Engine Marketing (SEM) is divided into two categories: organic and paid. For any businesses both the modes are important. In organic search engine marketing, ranking of the website is improved naturally. SEO is the most common method to achieve this. This is done with conducting in-depth research on the keywords or key phrases that are being used by the customers or prospective buyers when they are searching for similar services or products. The content of the website is then developed including those keywords. This has to be done carefully. The search engines should find the content and index it in their engine and when they list your website in their page, the visitor must find it useful and interesting

The website design has to support the process of SEO and there are some intelligent techniques to do so. For example, the URL of the page has to be written in a way that makes it easy for the search engine crawlers to understand the intent of the page. Having links from reputable and relevant websites that have already established their authority in the niche helps in improving page rank.

Other than SEO, there are few more techniques that help you in organic SEM and these are social media marketing, video optimisation and use of tools like Google Places. With Google Places you can control the information Google will present to the person searching for the information.

In search engine optimization marketing, the benefits businesses can get are immense which significantly increases the return on investment. The first and foremost reason is that you don’t need to pay to the search engines for higher ranking. Also, if you adopt a systematic approach and make an activity calendar which you can follow on a continuous basis. A good search engine optimization SEO company understands the value of good content. They put maximum focus on developing content that is engaging and like by both users and search engines.

You must engage aggressively in activities related to search engine optimization marketing and should discuss it with their digital marketing service provider. The search engine optimization SEO company will generally recommend a right mix of different techniques so that you achieve your SEO goal. Not all techniques are applicable for every business as well and you should not spend time and effort on something that does not improve the page rank of your website and hence has no return. Most of the agencies follow an easy to understand reporting system that clearly tells whether the strategy adopted is working as planned.

Search engine optimization marketing has been proven to be very effective. Instead of employing dedicated resources you may outsource search engine optimization SEO job to an agency.

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Search engine optimization company helps you in achieving greater online visibility

Many people think that when they have a website and a good customer base they do not need search engine optimization marketing anymore. Even if you are large corporation and have presence in all over the world, you still can be benefited from this. You may consult a good search engine optimization company to know how you can increase traffic to your website and in turn customer base.

There are some businesses for which the customer base falls in the older age bracket and may not use the internet. But if think in long term, you will realise that sooner or later internet will be the only mode through which people will search for a product or service. There is an increasing trend of conducting online research for small, regular services and this has been a global phenomena. In next few years the majority of the population will be computer savvy and would rely on internet for their every need, be it buying a product, booking a service or indulge in entertainment. So, if you engage in search engine optimization marketing now, you will be ahead of others.

The SEO techniques cannot be generalised and it has to be customised depending on type of business, your target audience, timeframe and of course budget. If you already have a website you can write content rich informative blogs on relevant websites and link them to your website. This will give you the fastest results and will also let you know your users’ view and feedback on those platforms. Therefore, you will have new areas to explore or tweak your marketing strategy to emphasise on a new segment.

Search engine optimization company you engage may also optimize your website from the design perspective like the ease of navigation, placement of call to action button, interlinking of pages etc. They will also check the loading speed of the website which is often quite frustrating for the users if takes longer than usual. Any user will like to navigate a website with faster loading speed. This is also considered to be a good design idea if the pages are properly categorised under different segments and also the navigation between pages are done with fewer number of clicks.

SEO companies are exploiting some innovative techniques to connect their clients with their prospective customers. They are offering very useful information in the form of white papers and guides or presenting free video webinar for the visitors that really are of value to them. The visitor will have your website in mind when they are in need of similar product and service that your business offers and will prefer to your website over your competitors.

Search engine optimization marketing is a dynamic process and evolving everyday. The search engine optimization company will have to think out of the box to make their strategy effective as well as innovative. You should provide every possible details about your customers so that they can utilise the data to formulate a plan and exploit the potential of search engine marketing to its fullest.

Success of your search engine optimization marketing largely depends on the capability of the search engine optimization company .

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What to expect from a search engine optimization agency?

Most of the business owners are now aware of the benefits of SEO and business results it delivers. They are also convinced that outsourcing SEO activities to a search engine optimization company also offers many advantages. But not many know what they should expect from a search engine optimization agency in terms of activities and deliverables.

Simply put, the basic purpose of SEO is to improve the ranking of your website and gradually move to the first page of the search engine result page. Why so particular about first page? The reason is simple. Over 90% of visitors don’t bother to visit pages beyond the first page and hence, the potential benefits of SEO can only be unlocked if your website appears in the first page. Also important to mention here is that it is more difficult to retain the first page rank on a sustainable basis than to achieve it. SEO is not a one-time activity and a team need to work consistently, creatively to achieve the final goal. Given below a list of the activities that are expected from a search engine optimization agency:

• Keyword Research: This is the most crucial step of SEO campaign. The agency should understand the nature of business, target audience and research online that what search terms are used by the potential customers who are looking for the products and services that their client offers. The selected keywords should have high search volume as it only makes sense to optimise your website and improve ranking for those keywords that have high search volume. Also, if the client runs a local business they should modify keyword attaching location which makes the search even more specific and makes it more relevant for the business and the customers.
• Website Audit: Next step is to run a quick audit of the website to check the quality of title tags, URLs, content. Also to check if the there is any broken links, page loading speed, mobile friendliness etc. They should also start fixing the issues which may be affecting the page rank.
• Content Development: Once the keywords are finalized, they should decided which page to be optimized for which keyword and start writing title tag, meta description, URLs and page content with those keywords. It is important to note that there should not be keyword stuffing in the content as it can be severely penalized by the search engines. Also they should check and remove if any hidden text if found in any pages. All images to be tagged properly with keyword.
• Link Building: This is the most critical step as this can bring outstanding results if done correctly and otherwise can also attract severe penalty. Search engines give more importance to quality of links than the number of links. A single link from a high authority site is much more valuable than hundreds of low quality links.

You should put enough time and do adequate research to choose the right search engine optimization company as this is crucial to the success of the SEO campaign. Also, you should insist search engine optimization agency to share with you reports on rank improvement, traffic, conversion at a certain periodicity to track progress.

Choose a competent search engine optimization company that have worked with businesses across different industries. An experienced search engine optimization agency will deliver high return on marketing spend.

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Why you should outsource SEO to a search engine optimization agency?

Whether you run a brick-and-mortar store or an online business, for increasing your reach to your target audience you cannot ignore the effectiveness of search engine marketing in today’s age. Once you decide to spend some marketing budget on search engine optimisation for your website, it is always the best to outsource it to a search engine optimization agency.

To explain the above point further, it has been proven by statistics that more and more businesses are turning to digital medium for promoting their products and services. This is not to say that conventional marketing channels are no longer effective but digital marketing has some unique benefits to offer. For example, with the help of internet you can showcase your business across geographical boundaries, interact with your potential customer or business associates sitting at any part of the world, finalize a business deal and can even complete a business transaction.

Also from the customer’s perspective, the trend shows buyers, especially young ones, research internet before taking any buying decision. They look for the details of the products and also reviews posted by other customers who have used that product before. The only place to go for such queries is to a leading search engine like Google, Yahoo or Bing. This signifies that buyers come to search engine before taking the final decision. Since these are matured leads, they are easier to convert. So it is absolutely necessary to show your website to these potential clients without which you lose an excellent conversion opportunity. This is only possible if you have done search engine optimisation for your website.

Once you have decided to kick start your SEO activities, it is always advisable to outsource it to an experience, competent search engine optimization agency. Let us look at some of the advantages it offers:
• An agency has the necessary expertise to offer complete solution understanding your business. They can act as your marketing partner and makes you free from these activities when you can concentrate on your core business activities and put your time and efforts to offer value added products and services to delight your customers.
• They know the tricks of the trade and the best practices to be followed for improving ranks of your website following search engine guidelines. They only adopt ethical techniques so that your website never gets penalised by search engine and lose ranks. If SEO is done following the right strategy and techniques, it substantially increases organic traffic to your website.
• A competent agency will follow a sound SEO strategy that is sure to bring business benefits and will offer outstanding return on investment.

• A good agency also ensures that your website is talked about in the industry forums so that online reputation, credibility and trustworthiness of your business increases.

You can search the internet for choosing search engine optimization agency. Please go through the reviews given by their past clients to check their credentials. You can also talk to your business associates and friends for their recommendation if they have availed search engine optimisation service for their website in the past.

Outsourcing your search engine optimisation requirement to an experienced search engine optimization agency will free your time for core business activities.