Using SEO as an online marketing tool

In the vast online world, people have become reliant on search engines- most notably Google – to navigate the ever expanding web. Every day, millions of users search for key phrases and terms in order to suss out the site, company or service they need- and those users are more than likely to click on the links that feature on the first pages of the returned results.

Search engines operate using complex algorithms that scour the web for sites which will provide users with the most effective results on their queries. It is here where SEO or Search Engine Optimization comes into play – an initiative which aims ultimately to better a particular website’s rankings within search results.

SEO and Content

Digital copywriters are able to apply certain rules of SEO to the copy they produce on a website. By paying close attention to page URLs, page titles, headings, page copy and more, writers are able to improve that page’s ranking when searched for using the right keywords. Linking and image optimization also plays a part in SEO copywriting, and if done correctly can improve the website’s ranking in search results and by extension its popularity and growth.

SEO is thus closely linked to the content production on your website, but although the main objective of SEO is to optimise a website for the search engine bots, focus should also remain on the users i.e. the actual people who will be viewing your site. Creating websites that are user- as well as search engine friendly can seem like a daunting task – which is why digital marketing companies such as Digital Fire now offer SEO as part of their marketing solutions to clients in need of such technical expertise.

Some of the SEO services that digital agencies can provide include:

• Review of your site content or structure
• Technical advice on website development: for example, hosting, redirects, error pages, use of JavaScript
• Content development
• Management of online business development campaigns
• Keyword research
• SEO training
• Expertise in specific markets and geographies

Holistic approach

Although SEO can prove to greatly perk up a company’s popularity and prominence – it should not be the sole focus of any marketing strategy. This is because search engines like Google are constantly updating the algorithms that determine search rankings – a big change could see certain websites fall in ranking while others leap ahead.

The best way to use SEO as a marketing tool is to use it in conjunction with other marketing strategies and campaigns. A holistic approach to e-marketing where SEO features as a key element will most likely be your website and your company’s path to achieving success.