SEARCH ENGINE OPTIMISATION
SEO really isn't all that mysterious. Although many will try to bamboozle you. An experienced SEO consultant knows that there are four crucial factors that will determine whether you're on the first page of Google for your important phrase or somewhere in its nether regions where only the geeks roam. Your SEO company must integrate your social media and content marketing to be effective.
First, surprise surprise, is what you put on your website. Its copy and content. No tricks, no technical wizardry, just well written, informative copy on your subject with some great imagery and other visual content to back it up.
Your sector's high ranking key phrases must be there. But they must be natural and relevant. Stuffing keywords into the copy is unhelpful and could get you penalised by Google. The ability to research keyphrases, then use them fluently and effectively is key.
The next is backlinks. People linking to pages on your website from their website, blog or media site. Google likes that.
But not just any old people. And not necessarily shedloads of them. Google Penguin 4.0 looks for 'quality' links from people relevant to your subject and who have a bit of clout. The jargon is 'authoritative'.
To achieve this you need some , here we go again, great content on your site and a PR ability to get it in front of the right media.
Then we've got social media. Google really likes it if people share your website content on their social networks. It loves
likes, comments, retweets, shares, repins, blog comments - all that stuff.
And if they come from 'influential' people and places they're even more impressed.
So that's another thing you need to be good at.
Finally we've got the back-end of your website. The bit that no-one except Google really cares about. The bit you see on Google when you do a search. But it's very important.
Whatever platform your site has been built on it will have the capability to be optimised for your key search phrases in the page titles, meta-descriptions, image titles etc. It's simply a question of knowing what you're doing.