Search Engine Optimisation (SEO) is an essential part of any digital marketing strategy, whether it’s B2B or B2C, it is an extremely lucrative form of digital marketing. However, it is important that results are tracked correctly and Return On Investment (ROI) is reported on regularly to ensure SEO efforts are positively effecting the business.

The simple fact is, many companies spend a fortune on SEO in a space that is so overcrowded that chances of ranking in the top three pages of search engines, let alone on the first page, will be extremely time consuming and expensive. Either this, or the search volume for the targeted keywords is so low that being on the top of any search engine would be a wasted effort.

Over the years, SEO companies have over complicated the process, leaving clients confused and unsure of how to manage their SEO. Quality SEO is a long-term strategy, and there is no silver bullet. Just like a get rich quick scheme, if anyone is selling you the dream – run! It doesn’t exist.

If you’re after immediate results, you will need to combine a strong SEO strategy with an AdWords Pay Per Click (PPC) campaign. Initially, results will rely more on the PPC campaign which eventually will taper off to SEO being the core lead generator.

The most important part of any campaign is planning. A quality SEO strategy does not just happen.

The first steps you need to take are:

  • Research your target audience
  • Find out the habits of the individuals that are searching for your keywords
  • Find out what devices they use
  • Research what search engine they use
  • Discover which keywords are serving your ads to them

All of this information is key to building a solid foundation for a successful SEO campaign.

It’s in the best interest of any company to follow SEO best practice, and optimise its digital assets for organic results. It’s all about getting a sense for  when to reallocate the funds used for SEO to other more lucrative strategies if the keywords become too highly targeted.

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Darren Jones

Author Darren Jones

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