Marketing results through organic search

Marketing results through organic search

Marketing results through organic search

Google handles approximately 34,000 search queries per second. Think about that for a minute that is 2,040,000 searches per minute and 122,400,000 searches per hour. Consumers are looking for information and they want relevant, informative content.

As an online marketing tool, Search Engine Optimisation (SEO) forms the foundation of a digital strategy. Have you ever considered how easily current and potential clients are able to find you via search engines? If they are familiar with your brand name, they should be able to locate your website fairly easily. If they don't know your brand name however, they are most likely to start their search by casting the net wide using keywords that describe your product or service.

The integration of SEO and traditional marketing

As an example, let's use a garage door manufacturer. As part of the manufacturer's marketing strategy they have a radio advertisement airing twice a day on a prominent radio station. The advert focuses on garage door installations and repairs in the Pretoria and Johannesburg areas. It is highly likely that listeners won't remember the company's name, they are more likely to remember the content of the ad.

Next time they have a problem with their garage door, how will they try and find the manufacturer? Most people will turn to Google and search for key-phrases like install garage door' or fix garage door.' If the manufacturer's website doesn't rank on the first page of Google's search engine result page (SERP), the searcher will probably select a competitor that has a stronger online presence.

The above is also an example of how SEO compliments traditional marketing activities. Think about the key-phrases related to your brand that consumers would use to find you, and do a search for those on Google. Does your website come up on the first page of the SERPs? If not then you are a definite candidate for an SEO campaign.

What can SEO do?

Through SEO techniques, you can ensure that your website ranks on the SERPs for relevant queries. In order for your website to appear on the SERPs, your website content has to be well optimised. SEO comprises a number of factors, but your content and keyword strategies are two of the most important elements in the strategy. Some SEO consultants offer Online PR (creation and syndication of articles) and link building as a "full" SEO campaign. However, Online PR and link building make up just a small aspect a comprehensive SEO campaign. Usability also plays a role in SEO and your online marketing agency will most likely recommend improvements in terms of your website's structure to improve your visitors' browsing experience.

Benefits of SEO

The benefits of an SEO campaign include increased traffic to the website and enhanced brand awareness online. That being said, SEO should not just be about driving volumes of traffic to your website. What is the point of having thousands of visitors to your website without converting those visitors into leads? The AlterSage teambelieves it is important to drive targeted, quality traffic to your website to maximise your return on investment.

If you feel your current SEO strategy is not performing optimally, or if you would like to find out how SEO can enhance your current marketing strategy contact us. As a full-service online marketing agency AlterSage's primary services include search engine and social media marketing as well as user and search-friendly web development.

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