SEO (Search Engine Optimisation)
Being found on page one of Google or Bing, or whichever search engine you use, is the main goal of every marketing professional. The reason is simple: SEO - when done effectively - is free advertising.
Why SEO is a marathon, not a sprint
Most organisations want to see their website ranking on page one after the first month of SEO activities. However, Google's algorithm is complex, and takes into consideration - amongst other things - the weight, or authenticity of a domain. A website can take a long time to earn that kind of authority, so it is best to expect results after some time. However, the results are well worth it.
What is SEO?
SEO stands for search engine optimisation. Effectively, it is when a website's findability on a search engine is improved or optimised. Along with technical SEO, this is done through several key factors.
- Content - This is the main area of expertise that I bring to SEO, as I create content that is searchable on Google, and interesting to your audience. The longer people stay on a website and engage with the content, the stronger your SEO juice.
- Link building - A key factor of SEO success is a good link-building strategy. This is both for onsite as well as off-site content. Internal linking ensures sound and healthy links on the site, no broken links, and interlinking to cornerstone pieces. All of this supports a good UX. Creating articles and blogs that are published off-site by websites that have a high domain authority serves to send strong SEO juice back to your website. This improves your ranking.
- Website design - A well-designed website that is easy to use, engaging, quick to load on pc and mobile devices, and appealing all count in your favour in the ranking race.
Benefits of SEO
Search engine optimisation (SEO) is a crucial aspect of digital marketing for any business, and companies in South Africa are no exception. By implementing effective SEO strategies, these companies can improve their visibility online, attract more potential customers, and ultimately grow their business.
Greater visibility
One of the main benefits of SEO is that it helps increase the visibility of a website on search engines like Google.
This is especially important for competitive companies that target high-demand keywords.
Attract more potential customers 
Many potential customers use search engines to find the products and services they need.
By optimising your website and content for search engines, you can ensure your company appears at the top of the search results. This makes it more likely that potential customers will find and visit your site.
Increase credibility
Another great benefit of SEO is that it can help to establish a company's credibility and authority in the industry. The key is to consistently create high-quality, informative content that is optimised for search engines. Thus, you position yourself as the expert in your field. This not only attracts your target audience, it helps to build trust with those who are already in the consideration phase of the sales funnel.
More affordable than paid search
SEO is often a more cost-effective way for companies to reach a large audience. Traditional advertising such as print and television, as well as Google Ads and social paid, can be expensive. With SEO, on the other hand, you can reach a large audience without breaking the bank. Plus, SEO often brings in a higher ROI than traditional forms of advertising.
To sum up
SEO is a vital part of digital marketing and should form part of your marketing plan. By implementing effective SEO strategies, you can improve your visibility online, establish credibility, reach a large audience cost-effectively, and target your audience with quality content. All of this helps to drive more business to your company.