Last week we started talking about Online Presence Optimisation. To get your money’s worth from any paid Search Engine Optimisation (SEO) campaign, it is important to have a solid understanding of the principles underpinning SEO, and the infrastructure in place to support ongoing benefits of any short-term paid campaign.
SEO is the icing on the cake. But it’s also the cake. And the filling.

Mmm…cake.

KEYWORD & COMPETITOR RESEARCH

At the core of every organic SEO strategy are keywords. The foundation of Google’s search algorithm is finding relevance for keywords. There will be constant competition for each keyword you are attempting to rank for.

You will be competing against every website who tries to target the same keywords for search result page rankings, but in most cases, the most important focus will be on your direct competitors.

As a part of your keyword research, it is a valuable exercise to assess what keywords your direct competitors are targeting. Any valuable keywords they are not targeting can be taken advantage of, and you can structure your content to improve the value of those they are targeting with the aim of gaining some of their web traffic.

SEO IS A CONTINUOUS PROCESS

The Keyword and Competitor Research level is a continuous process that will expand as you get deeper into your organic optimisation strategy. It is important to understand that the keyword phrases your customers use will change, not only over time, but also as they travel down your sales funnel.

About 25 percent of your SEO efforts should be spent on continually understanding the keywords and keyword phrases that drive targeted traffic and conversions.

Before you move up the Online Presence Optimisation layers, focus on your keywords and your competition for those keywords. To get started, make a list of 3 or 4 keyword phrases your customers are searching for to find the products or services you are selling. Only after you develop this list, you should move to the next level and create Optimised Content Marketing plan.

OPTIMISED CONTENT MARKETING PLAN

Content marketing is nothing new, but optimising it is a relatively new concept.

Optimised Content Marketing happens where organic Search Engine Optimisation, Social Media, and content marketing meet.

This is also where you take into account the changes to the search algorithms that search engines make. Creating and writing your Optimised Content should be the major focus of your SEO efforts. We estimate you should be spending 50-55% of your SEO budget at this level.

RECENT GOOGLE SEARCH ALGORITHM CHANGES

Recent changes to Google’s Search Algorithms have a bearing on your content marketing. The greatest impact has been the April 21 Mobile Update. The impact of this needs to be addressed in your initial site architecture, ensuring that your website is mobile friendly.

THERE WAS AN UPDATE IN EARLY FEBRUARY THIS YEAR

There were reports of major flux in Go