Search Engine Optimisation (SEO) is a vital part of any robust digital marketing strategy. Boiling it down, a correctly executed SEO strategy ensures that your website is found for the keywords that your business needs to be visible for, and ideally, found before your competitors are.

What makes up an SEO strategy?

Your SEO strategy is made up of a number of key ingredients which include not only content on your website, however ‘off-site’ content as well.

Keywords and Keyword Phrases

Keywords and more importantly keyword phrases are the words and phrases that people would enter into a search engine (Google, Bing etc) when trying to find your products or services.

These keywords should be chosen based not only on your product or service, but also based on keyword research which will give information on how often a keyword is searched.

Once these keywords are decided upon, you can the set about structuring the pages on your website, URL’s, titles, subtitles and page copy to align with those search terms.

Content is still king!

When considering content for your SEO strategy, it is important to not only consider the words on a page of your website, but also images, video, blog posts, podcasts, white papers, social media posts and even local listings on other websites. Each piece of content that you create should be geared towards a keyword or keyword phrase. The more content you have for a keyword or phrase, the more likely search engines will see your content as being an authoritative source for that keyword, which in turn, influences where you are placed in search engine results.

Off Page SEO

Off page SEO is a strategy that aims in the main at creating links back to your website. These links may come from partner websites, clients websites, local listings etc. Again, the more times that your site is referred to by external sources, the more likely search engines will view your content as being an authoritative source and the more likely you are to rank higher in search results.

Search Engine Marketing

Search Engine Marketing (SEM) refers to paid advertising that drives traffic to your site – such as Google or Facebook / Instagram ads. This not only helps to drive direct enquiries, however also drives traffic to your pages which again helps to increase your rankings in search engine results.

So why is SEO so important?


The most visited sites are placed on the first page of any search engine result. Therefore, a robust SEO strategy is all about increasing your search engine visibility for the keywords and keyword phrases that define your product or service offering.

Increasing website traffic

It stands to reason that the more visible your site is to your prospective customers, the more likely they are to visit your site. The more traffic your site receives for a search term, the more authority search engines will apportion to your site.

Domain authority

Search engines rank your website / domain with an authority ranking which as stated above is determined by the quality of content and the alignment with the keywords – all of which increases a prospective customers experience when landing on your site from a search.

User experience

Search engines are becoming more and more sophisticated when indexing your site and these days, the usability of your site is key. This includes ensuring that the site is responsive and easily accessed from any device. This is increasingly important as nearly 52% of internet searches are now performed on mobile devices.


SEO may seem a complex beast however with a well thought out and executed strategy will help you to improve your search positioning and ultimately help you to achieve your business goals.

It is important to note that an effective SEO strategy is not a one time fix – it requires constant effort to create content, review keyword research, monitor rankings and outcomes and then adjust your strategy accordingly.

If you would like to learn how we can help you with your SEO strategy, please contact us.

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