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.



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.


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.


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 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 were reports of major flux in Google Search Engine Results Pages (SERPs). Speculation ranged from an eCommerce focused update to a mobile usability update.


In a rare move, Google pre-announced an algorithm update, stating that mobile rankings would differ to prefer mobile-friendly sites in their SERPs. This kept us very busy as website owners rushed to make their websites responsive before being penalised in Search Engine Rankings.


Originally nicknamed “Phantom 2″, Google announced a core algorithm change impacting “quality signals”, changing the way they assess Quality Content. This update seems to have had a broad impact, but Google didn’t reveal any specifics about the change.

Throughout all the changes in the search algorithm, there are a few simple constants:

  1. Google loves fresh, relevant content in the form of page updates, press releases, blogs, case studies, news and events.
  2. Optimised content distributed to reliable sources will assist in building strong backlinks that are unlikely to negatively affect your SEO efforts.
  3. Google’s social network, Google+, is indeed factored into its search algorithm. Build your Google+ presence and circles and start sharing your content today.

Ultimately, writing SEO friendly content does continue to come back to the concept of relevance. Your content needs to be written with targeted keywords in mind, but needs to be written for people first and foremost. Google’s algorithms aim to improve the relevance of search results for the use of people searching for any given topic. If you cater for the needs of your customers, you will be sticking with the principles the Google updates are trying to uphold.

An Optimised Content Marketing plan will provide you with the foundation for other lead generation techniques such as paid search campaigns and email marketing. Working on good quality, relevant content will assist you to be successful at generating social signals, which is the level we will be discussing next week.