Search Engine Optimisation (SEO), focuses specifically on the process of achieving highly ranked listings within the Search Engine Result Pages (SERPs) as opposed to those listings that are paid for (pay-per-click).
The search engines, the significant ones being Google, Bing and Yahoo, are powered by software that use complex and every changing algorithms to provide the most relevant results for any given keyword or key-phrase.
The SEO process targets these keywords or key-phrases that are relevant to your business in the context of your target market. Properly managed this gives your brand the exposure you need to achieve ranking and to enable you to engage with your target audience.
In practice, at Snap Marketing, SEO is divided up into 2 key activities – both predicated by rigorous keyword research. On new website designs this is done before a single line of code is laid down.
On-page Optimisation is the process of ensuring your website design has the optimal balance between being user-friendly and search-engine-friendly. This involves a setting up a navigational structure aligned to the best keywords describing your business, sensible embedding of relevant keywords into the content as well as coding every page with the appropriate tags.
Off-page Optimisation is the activity that is executed everywhere except your website and covers 2 key elements – Social Media Engagement and inbound link-building). Again keyword research and relevancy are crucial to ensure the best commercial result as well as adhering to the search engine best practices.
SEO is not a silver bullet. At Snap Marketing, our SEO approach is holistic, bespoke and relevant to the business, and executed as a part of an overall strategic marketing approach.