Getting To Grips Search Engine Optimisation

By Richrd Gregory from Latitude, Search Marketing Agency

Search Engine Optimisation (SEO), the process of gaining good “natural” rankings in the search engines is being implemented effectively by more and more UK businesses. The investment can reap huge rewards, from increased brand exposure, increased traffic and ultimately, increased revenue. The following general tips are aimed at companies and marketers looking to begin a Search Engine Optimisation campaign.


1) Be Realistic

Everybody knows the “ideal” keyword / keyphrase that they would like to rank well for, but the chances of ranking...

...well for this keyword may be slim / almost impossible in very competitive industries. Be realistic with yourself in terms of the amount of time, money and effort required to rank well for these search terms. Does the potential reward justify the time and effort? Are your competitors actively carrying out SEO work? Would the rewards of achieving 6th / 7th position justify the effort? If not, would you be better targeting more niche / long tail keywords? Are you competing against big brands outsourcing their SEO to large search marketing companies? Prioritise your tasks and look at outsourcing opportunities if you do not have the time necessary to complete tasks. You should be asking yourself all of these questions before deciding on a primary keyword to target.


2) Short Term / Long Term Goals

Related to the point above, setting realistic short and long term goals are great ways of staying motivated. Keep the short term goals towards longer tail search terms. If you already have a relatively established site, which terms are currently driving significant amounts of traffic? How easy will it be to increase the ranking of... continued on page two >

 

 

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