Wednesday, 25 March 2015

How To Develop Effective Search Engine Rankings

We work with a variety of clients within a number of industries and we see day-in, day-out the value of ranking your website towards the top of the first page on the major search engines.  It's a game changer.

The first area to work on is identifying the keywords and phrases that are going to bring you valuable traffic.  Terms related to your brand are vital and if your website is well structured, that should be relatively straight forward, especially when combined with a location.  The terms which will make a difference for you and bring new enquiries in to the business are those related to your products or services and this is where you need to invest in resource; either internally or externally but it requires time and logic.

One way to achieve quick visibility and generate traffic is to look at paid per click advertising such as Google Adwords.  This enables you to manage a set budget and compete with other advertisers for clicks.  Whilst this is a fast and effective way to generate relevant traffic, you need to make sure you are managing it effectively.  It is VERY easy to waste lots of time and money if you don't structure your account effectively.  Whilst Google is great at bringing relevant clients in to your business, they're not perfect and we are referred to clients regularly who have simply wasted their budget on non-relevant traffic (often without knowing it).

The longer-term strategy is to boost your organic traffic (often referred to as 'free' but rarely is that the case given the efforts involved these days) via SEO (search engine optimisation).  This process is a tactical activity which takes place over a longer time frame and whilst budget is required to keep you competitive, we find that longer-term it offers fantastic resurns once you hit the top 5 rankings for your keywords.

Key to your success online is building up a good trust rating based on your authority and the on-going development of your online footprint.  It's about showing Google why you deserve the exposure and engaging the audience they deliver to you.  There are a number of key criteria that your website needs to hit from a technical point of view and the work going on around it every week is as key to your development. Social media postings and links are starting to increase in value (when done properly) and any links gained from highly ranked websites should also help your cause.

Digity handle this entire process for clients, learning from the faster paced pay-per-click campaigns and working to boost the SEO thereafter. We develop the online footprint for clients regularly and as a result, we're showing Google what they want to see - credible and relevant development of key content.  With regular testing, improvements and tactical insights we can boost visitor levels and conversion ratios which is where you'll see the benefits in your business.

If you'd like to find out more, we'd love to show you what we can do for your website.  Get in touch for a free initial audit and review.

If you have any questions, feel free to drop me an email (info@digity.co.uk) or call: 01189 100 012.

Chris Lunn
Director
Digity, Online Marketing

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