Definition: SEO or Search Engine Optimisation is the art of raising a sites visibility (or ranking) in results returned by search engines called the SERPS (search engine results pages). The ultimate goal is to achieve a number 1 position in SERPS for a range of relevant keywords to increase the number of visitors to a website for people searching for those terms sometimes also called “organic” or “natural” traffic.
In 2019 modern SEO has changed significantly and the algorithm used by search engines to rank websites now includes signals covering EAT (Expertise, Authoritativeness, Trustworthiness), brand authority, social metrics, website technology, page speed, content length & relevance and not forgetting authoritative links.
SEO Campaign Management is the process of implementing an SEO Strategy that covers all of the elements which now influence a websites rankings in the SERPS.
Search Engine Optimisation.
SEO is the lifeblood of your online presence. If you are not ranked well in the search engines, then your website will not get the traffic that it deserves, and you will lose out on a huge number of potential customers. One thing that many business owners fail to understand is that SEO is not a one-off thing. For your search engine optimisation efforts to succeed, they must be carefully planned and consistent.
Think of SEO as being a form of marketing. As with any other form of marketing, the best results come from campaigns that have clearly defined goals. SEO campaign management is the practice of planning, managing and tracking the performance of your SEO campaigns which meets and addresses all the elements which have an effect on your websites rankings.Important Questions for Planning Your Campaigns.
Before you start an SEO campaign, consider how much money you have to invest in SEO and how many people you plan to have working on the campaign. If you do not have an in-house SEO team, consider outsourcing your SEO campaign management. In addition, think about how long you want the campaign to run for. SEO should be an ongoing effort.
Try to have clearly defined SEO goals. Are you targeting Google only or would you like to reach Bing users too? Do you want to reach a local, national or international audience? How long are you willing to wait for results? If you need immediate results, and to immediately test keywords consider adding paid search to your marketing strategy. In addition, consider the demographics you are targeting. Mobile users have different surfing habits to desktop users, and other demographic factors, such as age groups, affect how people engage with your brand.Starting Your SEO Campaign.
Unless you are pioneering a completely new niche, the best way to start planning your SEO campaign is to examine your competition. Look at the keywords that they are targeting, the sites they use to build links and the content that they put on their own sites. Is that content popular? Do they have good engagement with their community? Can you learn anything from the way that they operate? Analyse which strategies work to optimise your own campaign.Track Everything.
Analytics should at the core of your SEO campaign management. If you are not measuring your performance, you cannot be certain that your marketing is working. There are many metrics that are worth tracking, including rankings for keywords, incoming links, domain authority, page rank, device traffic and conversions.
Use the reports you generate to determine whether your SEO and marketing efforts are working. Be patient and consistent in your efforts. Remember that there are no shortcuts in the world of SEO.
The rules of SEO are constantly evolving but one thing remains certain, ranking at the top of the SERPS for your keywords can have a positive effect on your organisation. Effective SEO Campaign Management that addresses all modern ranking signals can help you to achieve those rankings faster.
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