What is SEO?
In short, search engine optimisation, or SEO, helps search engines figure out what web pages are about, how useful they are and following this allows them to rank websites and specific pages accordingly.
SEO is one of the most effective forms of online marketing. It delivers high levels of relevant traffic to websites, and consequently, it has become an integral part of any successful digital marketing mix.
SEO is the process of constantly changing your website to follow within Google’s best practice guide. Focusing specifically on the organic or natural listings on search engine result rages (SERPs), complex algorithms aim to provide the most relevant results for any given search phrase.
Striving to reach the top of search engines is now commonplace amongst marketing teams worldwide as the difference between ranking first and not ranking at all can make or break the performance of a business.
Types of SEO
There are two options for any search engine optimisation strategy: Black hat or white hat.
Black hat SEO refers to the use of aggressive techniques and tactics that only focus on what the search engine is looking at. The types of techniques included in this are paid links, hidden text and keyword stuffing. This type of SEO practice is often penalised by search engines as the processes involved work outside the approved guidelines. It is, in a sense, a form of cheating to which search engines have become particularly alert of.
White hat SEO refers to the approved and recommended guidelines as set out by search engines, such as Google, Bing and Yahoo. This includes industry proves tactics such as content marketing, production of quality content, internal linking and site optimisation.
Here at Rooster, we adopt a white hat content-driven approach to SEO which is favourable for those seeking to maintain sustainable and long-term search engine performance.
The Importance of Good SEO
Although search engines have become increasingly sophisticated, they still can’t see and understand a web page the same way a human can. If search engines are unable to understand you, why would they show you to anyone else?
However, if your website is fully optimised – for both search engines and your customers – SEO can bring you high quality and valuable traffic. This is because SEO can:
- Improve the search engine friendliness of your website, enabling all your pages (not just your homepage) to be listed on search engines.
- Improve your website’s ranking for a well-researched group of keywords over time, resulting in more conversions and purchases.
- Leverage well written, valuable, helpful, entertaining, or otherwise interesting content to mount a successful link building campaign, which will result in ranking improvements.
- Optimise your website’s textual content by developing, maintaining and identifying areas of high volume traffic.
Rooster’s Search Engine Optimisation Process
Successful SEO requires constant monitoring and changing details of titles, images and content so it remains relevant to a particular search term according to strict rules laid down by Google.
Like most marketing strategies, we initially start with understanding the aims of your business. These aims will then inform in-depth keyword and market research followed by an in-depth technical website audit to highlight key areas of the website to improve.
Our specialist team will help you to establish a successful search marketing strategy that will inform the content marketing cycle, improving the businesses online search engine visibility, driving awareness and engagement across a multitude of digital channels.
We measure SEO activities by analysing data straight from Google Analytics, looking specifically into the volume of traffic, quality of traffic and the average positioning of your SERP listing on Google, Bing and Yahoo.
Analytics data is generated into a personalised easy to read report, which pulls in accurate, reliable and valid data, and is reported on a monthly basis.