In today’s digital age, SEO (Search Engine Optimisation) has become an essential tool for businesses. Mike Murray from the Content Marketing Institute (2018) emphasised the importance of SEO in the digital market on his statement:
“Businesses should look at SEO marketing strategy as something that should be continually implemented and optimized”.
Making up a huge component of any digital marketing strategy, using SEO to drive traffic to a website or social media platform can prove to be one of the most effective ways to promote a brand and reach a target audience.
This may feel like it’s a lot of work, but doing so is crucial to ensure visibility of your business online.
So, what is SEO and why is it a crucial factor for business success? Let’s find out.
What is Search Engine Optimisation (SEO) and why is it important?
Search Engine Optimization, or SEO, is the process of optimising your website and content via the use of key strategies to appear in internet search results. If you want your products and services to be seen online, and to reach out to individuals who are actively looking for information, then SEO is your best-bud.
According to a 2018 article by Digital Marketing Institute, the top ranking page receives approximately 33% of all hits, while the first five listings receive over 75% of all clicks. The average Click-Through-Rate (CTR) for the #1 result in Google's organic search results is 31.7 percent, which Backlinko.com (August 2019) says to be roughly 10 times greater than the #10 position.
In addition, a 2018 article by Matthew Capala proves that 51% of traffic source came from organic search results which makes SEO the perfect cost-effective marketing method.
SEO may sound easy but it takes careful assessment to execute it properly. It is critical to use properly researched keywords so that search engines can understand what your material is about, without overcrowding your site's content with unnecessary keywords and rendering it illegible.
To help implement SEO in your marketing strategy, there are 3 main tips that we can recommend for your business:
1. Incorporate Internal Linking
Internal linking is a powerful SEO practice, especially when used to assist your marketing plan. A website's internal link connects one page to another within the same website.
The source and target domains in an internal link are the same. This increases a website's total search-optimised value by offering obvious routes for visitors to traverse the site, lowering the bounce rate significantly.
According to a 2018 study made by Paul Harrison, readers tend to read the first few paragraphs of a text section, skip the middle, and read the last few paragraphs. Internal links should be placed on the first or last line in a list, not in the middle. You can include a similar article from your website after starting an introduction paragraph to enhance your current content and add relevant links to your article's conclusion to supplement it.
Our blogs at Full Steam are a good example of this. You can see a linked phrase of the introductory paragraph of the article in the photo below, which will lead you to another post on our blog page.
2. Implement On-Site and Technical SEO
To optimise content within your website, we use an approach called on-site or on-page SEO. Using keywords in your posts, titles, headers, and URLs is a good place to start. Based on a 2019 article by Bjorn Wallman:
“Search engines do not examine a website in the same manner that humans do. They can only read the page's source code.”
Therefore, when you start carrying out on-page SEO,, you need to modify the data behind the scenes- this is called the meta-data. If you are using WordPress then there are a variety of plugins that you can use for this.
One of our favourites is a free plugin called Yoast SEO but there are many more on the market. You can optimise both your blog posts and pages and of the website- whatever is most closely aligned to the keywords you are trying to compete with. An example of the metadata that should be set on your pages and blog posts are as follows: .
<title></title> This indicates the title of the page.
<body></body> Identifies the body of the document that holds the content.
<img></img> which contains the description of the photo.
By using keywords and tags and meta data that is more relevant to a search query, search engines know how to display those pages for the right kind of queries or rank them higher.
3. Add Backlinks
Besides on-page seo, there is also a technique that is called off-page seo.
Off-page SEO is used by search engines to determine how relevant and authoritative the page is in relation to the search carried out. The more backlinks and social citations- the more Google will determine you are relevant to the search carried out. . Anything done outside of your site to boost these ranking signals is referred to as off-page SEO. Backlinking is one of the most frequent forms of off-page SEO.
When a web page connects to another page or a link is shared in other social media networks that leads back to your website, this is an example of backlinks. Search engine bots find new webpages by following backlinks from current webpages, which is one of the advantages. Backlinks aren’t only relevant for search engine bots but also for real people.
According to Harsh Agrawal’s 2020 article, backlinks aid in the acquisition of referral traffic. Essentially, someone reading a post may click on links in the article to learn more about the issue at hand, sending them to your website.
Our previous blog, "Tips For Better SEO Brisbane Search Performance" is a good example for this. There are connections there that will take you to other articles outside of the Full Steam website that will help you better comprehend the subject.
However, there are still technical factors of your website, such as loading speed and mobile responsiveness, that can have an influence on your search engine results. It's a good idea to test your website's speed on a frequent basis with tools like Google's PageSpeed Insights. Also, use responsive design to ensure that your website is viewable on both smartphones and desktop computers.
In a nutshell…
Optimising your website for search engines can be a significant amount of effort in order to support your marketing plan.
At Full Steam, SEO is one of our essential tools that we use in building marketing strategies. that take into account your student buyers' needs and nurture them all the way to enrolling with highly relevant and valuable material.
Schedule a consultation with us at www.fullsteam.com.au/schedule-a-consultation to learn more about building a workable marketing strategy that can help you grow your brand, get control over the marketing you execute, and keep your costs under control.