Search Engine Optimisation (SEO) is one of the most crucial parts within marketing but is often overlooked and forgotten. The correct use of it can completely transform your business’ success rates, which ultimately is always the goal. So it is essential that we understand why SEO is important in marketing. As our Technical Marketing Executive, Dan explains, “you can have the best product in the world but if people can’t find it, then it will never sell”.
What skills go into SEO?
It is vital that you understand what SEO is and what skills go into it to make sure you are successful. To put it simply, it is the practice of increasing the quantity and quality of traffic to your website through search engine results. Ultimately you need SEO; it’s a simple fact. There are many different skills that go into SEO; it isn’t a straight forward path. For Dan, it is his favourite part of the job. He enjoys the “challenge of working with different companies and the in-depth research that has to be carried out”. Analytical skills play a significant role within SEO and this is where the problem solving element is brought in. You are constantly looking through excel sheets, how things are performing and what can be changed. “It is a job that is always changing and keeps you on your toes” grins Dan.
Why is SEO important?
There are many ways in which this question could be answered. The main one being to get your business noticed. It would be a waste of time and money to create something amazing and be unable to sell because your rankings aren’t performing well. You want to be showing off your work with pride and gaining success for your business as a result. In fact, 61% of marketers have said that improving SEO and growing their organic presence is their top inbound marketing priority. Budgeting is often a priority within any business; SEO is a cost effective form of marketing and means that you can drive qualified traffic to your site without directly paying for it. It is also significant because it makes your website more visible. This results in more traffic and ultimately more opportunities to convert prospects into loyal customers.
What are the most important parts of SEO?
Obviously there is considerable importance placed on SEO due to its complexity. However, the two things that cannot be missed are content and keywords. Search engines are constantly looking for unique content; it is said that Google has already received 360 billion searches this year (and counting!). So making sure you are nailing all aspects of SEO is crucial. Your content needs to be engaging and include the correct information otherwise your website traffic will not grow and your brand will struggle to be noticed. “You can’t run a football website and not include any football words – it simply wouldn’t work”, explained Dan. “Keywords work hand-in-hand with content, you can have a whole page of perfect content but if it doesn’t include any keywords then it won’t get picked”.
There will be no success without these two in your SEO plan. Good user experience is also what is being looked at – a website should be a good place to be.You don’t want it to be full of pointless pop up ads or things constantly coming up on the screen that are irrelevant. That is when people will simply click off and go somewhere else.
What is one thing people always forget about SEO?
Just like many things, with something so complex things do get missed. But sometimes it is the most important parts that we forget about. One of the main things being that there is no ‘quick fix’. “Unfortunately, you can’t just make a load of changes overnight and be number one the next day” says Dan. It takes a lot of hard work and problem solving to understand what isn’t working and what can be done to help. This is especially important to remember when dealing with organic marketing. With SEO you start to see results between two and four months. It is crucial to keep in mind what kind of competition you are up against because a high competition market will take more time to penetrate compared to a nicher one.
What are some SEO top tips?
Within SEO there are many core elements that must be carried out correctly to achieve success. Start with making sure that your page titles and descriptions are completed correctly. The title of your piece is essential, as this is what people are looking for. Google says that it is “often the primary piece of information used to decide which result to click on”. It is also critical that your tracking is correctly set up. Another way to improve your SEO is to have the ability to measure how well you are doing so that you can clearly understand what is helping you and what needs to be changed.
When looking at why SEO is important in marketing, there is no simple answer. It takes skill, hard work and a fair bit of problem solving. However, each individual part adds up to success for your business, traffic to your website and your company on the first page after someone makes a search. This type of job isn’t necessarily something you know you want to go into but because it contains lots of different parts, it makes it easy to explore your options and see what works. It is an analytical role which is constantly changing and opening up new opportunities to test your skills.
Lucy has recently joined the marketing world; within her new kick start role she is exploring the work behind social media marketing. She also has recently ventured into blog writing and learning the skills that go into creating exciting content. Lucy has always had an interest in English lessons and researching History was something that sparked her enthusiasm in school. Alongside marketing, Lucy has a strong passion for the beauty industry so spends her spare time perfecting the art of nail painting.