Understanding search engine optimisation (SEO) is one of the most important parts of marketing. It’s not a simple concept to master, though. SEO takes guidance to learn how to do it right, so let Cocktail Marketing help with our beginner’s guide as we explain everything there is to know about ranking high on the search engines.
What Is SEO?
SEO means optimising to get a higher ranking in the search results. If someone types in local motorcycle dealerships, good SEO makes sure the most active options are up in the organic search. People often associate SEO with websites, but it applies to many other assets, including:
– Blogs and other forms of content marketing
– Press releases and other public relations (PR)
– Branding tools
– Coding
– User experience (UX)
– Content design
If you consider SEO whenever creating digital marketing assets, you increase their value.
How to Do Keyword Research for Good SEO
Keywords are at the heart of any SEO strategy. These are the words and phrases people type in when looking for something on the internet. Keywords are how search engine algorithms connect the dots between what the user wants to see, and the brand who can offer it.
The first step in SEO is to do keyword research to see what will put you at the top of the search results. It’s important to optimise keywords around the most common phrases people type into search engines like Google so your brand stands out in the results.
Here are a few tips for effective keyword research:
– Create a list of important, relevant topics based on what you know about your business
– Use a keyword research tool such as Moz or Ahrefs
– Uncover search volume
– Narrow keywords down by competitor, season and region
Make Content SEO-Friendly
With your keyword list in hand, create content around it. Content could include everything from blog posts to social media campaigns. This content, by design, should improve the brand’s ranking in search engines if it’s optimised around critical keywords. Tips for creating SEO-friendly content include:
– Choose a topic your target audience will find informative
– Find keywords which will work for the topic
– Create comprehensive content, meaning it covers the topic fully
– Optimise the content for your audience — it must be easy to consume, with white space and scannable sections.
Optimise for Google
Google is still the most utilised search engine globally, so it makes sense to optimize just for them. In addition, Google has some rules they expect brands to follow when creating content, such as:
– Include your main keyword in the first 100 words
– Put your main keyword in the title tag and page URL
– Use one or more keywords in the H1 and H2 subheadings
– Use keywords in image filenames and alt text
– Add internal links to the content
– Use variations of the target keyword in the content
– Any pages you upload to your website should be mobile responsive
Focus on Link Building and Outreach
Link building is even trickier than keyword development. Link building means getting other brands to use your content as a resource and referencing it with a backlink. Tips to get effective backlinks include:
– Make your brand available as a source for bloggers and news media
– See what page tops the search engine results, and then write something better
– Send promotions to any person or brand mentioned in your content in hopes of a share
– Create content in formats that people will notice, such as Infographics, lists and quizzes
Finally, hire a professional to get the best results. Cocktail Marketing has experts who can put together a successful SEO strategy for you. Contact us today or learn more about the services we offer at our premier marketing agency in Sydney!