What is Search Engine Optimisation?
There are many different elements integral to digital marketing: web PR; social advertising; content creation and curation; mobile marketing; Social Media Marketing; and search engine optimisation. For your brand's digital marketing strategy to be effective, you will need to map out and implement a digital marketing plan which effectively includes all of these elements.
Search engine optimisation, or SEO, is a common thread which runs through all of the elements of a complete and cohesive digital marketing strategy. To ensure that your brand's social advertising makes the maximum impact, for example, you will need to optimise the copy that you use in the advertisements that you create.
SEO is a part of Social Media Marketing as well. To make your brand's Facebook or Twitter page more searchable, you will need to create a profile description that is carefully worded and peppered with appropriate and relevant keywords. Likewise, the content that you create should be centred around relevant keywords which are pertinent to your brand or business. This is necessary to get the attention of search engines such as Google and Bing.
While it is very clear that SEO is an integral part of digital marketing, what might be less clear is exactly what search engine optimisation is.
Search Engine Optimisation
Throughout the years, as digital marketing has changed and evolved, so to has SEO. Where once, search engine optimisation involved strategies with the intent of "tricking" Google into returning your website on the first page of a search engine results page (SERP), now, SEO involves working with Google's algorithms to streamline a given website and make it more searchable by Google's web crawlers.
The goal of SEO is to make it so that your website is found by a search engine. To drive more traffic to your website, SEO works to improve your site's searchability in order to move it further up on an SERP. The higher up your page is one a search engine results page, the more likely online users are to click through onto your brand's website.
The Importance of Content in SEO
Keywords are the holy grail of search engine optimisation. In the past, including keywords on a website meant loading the site up with words that could be used to search for items in that brand's niche market, adding hidden text into your website's HTML code, or cramming keywords onto the bottom of your site. The problem with this strategy, which is called keyword stuffing, is that when a user lands on a website, and it is full of gibberish, the website is of little value.
In order to add value to their users' experience, search engines such as Google, Bing and Yahoo, introduced algorithms which measured far more than a page's keywords. They began to look, instead, at the way audiences interacted with the websites in a search engine results page to determine that page's value. This shift gave rise to the importance of content marketing.
Content, primarily in the form of the copywriting and blogging on your brand's website, is a large part of search engine optimisation. Dynamic and engaging copy is what draws your audience in and encourages them to consumer more of your content and explore your website further. The longer that a user stays on your page, the more they click through the pages of your website and the amount of content they consume from your page, are all indicators of the value of your page.
The content that you post on your page, especially in the form of landing pages and blogs, also provides the opportunity to include keywords which tell search engines what your page and your brand is all about.
You can learn more about the importance of content in SEO strategy here.
SoBu Social Media Marketing SEO Services
In order to provide our clients with a cohesive digital marketing strategy which includes consistent branded messaging across all platforms, SoBu Social Media Marketing recently expanded to include To serve you better, we offer a number of SEO packages which can be tailored to meet your brand's unique needs. To learn more about our SEO services, or to find our how SoBu Social Media Marketing will take your brand beyond followers, contact us here. One of our account managers will be happy to answer any question you might have.