What is Search Engine Optimisation & Marketing (SEO/SEM)?
Search Engine Optimisation (SEO) is what gets your website found on search engines. To navigate this complex analytical ecosystem, an effective SEO strategy must identify, prioritise and optimise the voice, image, and written content. It is important to establish whether a post or message is an event description or a product on a webshop, for example. We also need to establish if there are associated infrastructures such as Google My Business to consider.
A successful SEO strategy incorporates measures and manages technical page set-up, written content, and relevance of language, in a holistic manner. Further to that, various incoming channels such as social, inbound or outbound links and PR can affect SEO.
While Google is the most important search engine, several local factors can contribute to SEO and it is important to come up with a SEO strategy specific to the region in which a brand operates.
Search engines want visitors to find what they are looking for, and the role of good SEO strategy is to work in tandem with the search engine. Not only should the information be easy to find, but the site it is presented on should be easy to use – a slow website, or one with poor security or UX, are hindrances to good SEO.
Why is SEO & SEM Important?
Search engines remain an important tool for customers, and are a primary avenue for your brand to reach new customers and speak appropriately to your market. The right SEO can help refine your brand language to target quality customers who are already in purchasing or engaged mindsets. A high ranking on a search engine and a strong profile on Google My Business (GMB) is also a seal of approval from Google, and helps your brand appear reputable even before the click.