SEO and Digital Marketing

Table of Contents

Organic SEO

Why?

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The ultimate web site goal is for visitors to resonate with your business/organisation and purchase either products, services or engage with your messages. But there are many factors that influence Internet users and the equation needs to be right to increase traffic, capture leads and lock in sales.

Search Engine Optimisation (SEO)

There are three main areas of organic Search Engine Optimisation (SEO) – Technical SEO, On-page SEO and Off-page SEO. These three areas help build better rankings for ‘organic’ search results. Organic is when your website appears naturally in Google search results for certain search terms as opposed to ‘paid’ search results. Organic SEO is a long term approach and has long term benefits.

Technical SEO

There are over 200 technical factors that contribute to Technical SEO that are applied directly to your site. In a nutshell Technical SEO is ensuring your web site is well structured to be easily crawled and indexed allowing Google to accurately determine what is on your site. It includes site speed, well structured data, and URL canonicalisation to name a few.

On-page SEO

On-page SEO is how well your website content is optimised in the eyes of Google, helping robots understand how relevant your content is for users, and compares it to other competing websites. It includes content structure techniques applied directly to your site with text, photos, meta tags, internal linking…

Off-page SEO

Going beyond your website, off-page SEO refers to the level of authority that your website holds in the eyes of Google. Link building is the main area of this section and helps build authority by other websites (relevant to your topic) linking to your website. Google treats such links to your website as votes of confidence and helps Google decide if your web site is the best, most credible source of information on your topic. Other off-page strategies includes influencer marketing, guest blogging, social media marketing and PR.

Digital Marketing (Paid Advertising)

Along side a long term organic SEO strategy a paid digital advertising campaign will help help your website gain traffic, leads and sales in the short term. Benefits of paid advertising include the speed at which you can gain results and the accurate demographic targeting you can achieve. Below are some of the paid options available;

Google

Paid Search
Pay to show up at the top of any Google search.

Google Shopping
Pay to have your products display on Googles dedicated shopping tab.

Display Advertising
Purchase screen space on over 2 million websites and apps (including TradeMe and The Herald etc). Google claims that this method allows you to reach over 90% of internet users.

YouTube Advertising
Ads on the worlds biggest video network. Over a billion hours watched, monthly.

Re-marketing
Follow your website visitors around the web. Over 90% don’t purchase on their first visit. Ads appear on all three of the above options, plus social media.

SEO and analytics
Appear first below the paid listings at the top of any Google search. A percentage of people tend to scroll past the paid ads at the top, so your best bet to maximise visitors is to have both bases covered.

Social Media Advertising

Social media is by far the fastest growing medium for communication in the world.

Main benefits of social media for business:

  • Deep ability to target any demographic.
  • Reach new customers, based on demographic who aren’t actively aware of you.
  • Diverse creative freedom – use video, canvas, virtual reality or any custom graphic.

Social content
Unpromoted branded graphics, video, and third party articles that align with your brand atmosphere, add value to your page and keep followers engaged. Content is posted to your profile to regularly keep your page active and alive.

Promotion
Social promotions are paid ads intended to reach both followers and new audiences unaware of your company. They consist of images and video with a clear call to action, are deeply measurable, and have the ability to target any demographic with accuracy.

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Examples of Brands engaged in SEO and Digital Marketing

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