SEO 2019, Design For Online - SEO Agency, Bury St Edmunds Suffolk

Search Engine Optimisation in 2019

Companies have been doing search engine marketing for a long time now, but companies and marketing agencies all get excited when they hear tips and trick on how to get higher in search rankings (SEO) or improve the overall performance of their search ads (PPC).

The primary reason for this is the ongoing change to the larger search engines algorithms. Google is the largest search engine in most areas of the world, and it keeps its search engine algorithms a secret since spamming keywords was all you once needed to do to reach the first page of Google (please don’t do this).  This means most marketing agencies find out about current SEO and PPC techniques is to look at what works for other companies and follow suit.

So what works for SEO and PPC campaigns going into 2019?  Well it is clear that SEO is a still very important for brands, the main reason for investing in SEO remains increasing website traffic, but this ends up being more for top level or top funnel acquisition.

The challenge comes a lot of the time with getting IT to be as motivated as marketing agencies to optimise and update their company websites for SEO.

On page SEO

The three main things marketing agencies should focus on for ensuring that web pages are SEO ready.  Relevance of content, accessibility of all sections of the website and keeping the website up to date.

Marketing agencies should make an effort to use simple words to explain products and services within content. Businesses marketing departments felt that avoiding technical words is difficult for specific companies but reducing jargon and not using too much “marketing speak” was worthwhile.

Off page SEO

Off page SEO is becoming more relied upon as other on page SEO techniques are used up, backlinks for instance are still essential for keeping and maintaining high rankings on search engines, albeit backlinks are now more difficult to get (higher ranked backlinks), so companies and agencies need to come up with new strategies to boost them.

A simple way discussed before is to have multiple sites each linking to each other.  Brands should also publish sponsored content on public media and high quality / highly followed blogs.  Wikipedia has also been known to help, despite them having nofollow tags on the links, they have proven to be successful.

Smarter ways to boost backlinks include collaboration, working with clients and partners on mutual backlinks, linking back to each other to form a relationship has been seen to be beneficial on search engines lately.

Managing SEO

Most companies outsource their SEO and is managed by external agencies, with few exceptions. Primarily because agencies are better at keeping up to date with the changes in search engine algorithms, agencies are relied upon more because their knowledge of what works at the moment along with what is ethical and white-hat is key to make long term SEO growth.

Speak to Design for Online today to see if we can work with you on your SEO needs.

Design For Online Ltd comments on Cambridge Analytica and the growing need for more transparency from Facebook and also more ethical advertising standards.

Everyone is now more than aware of Cambridge Analytica which is currently making the rounds on every news platform imaginable. Channel 4 recently released video and exposed Cambridge Analytica as “The undercover secrets of Trumps data firm”.

How did this all start?

Aleksandr Koga, a Moldovan researcher from Cambridge University, admitted to harvesting personal details of 30 million users via personality app.  He then passed the data on to firms such as Cambridge Analytica who assured him this was legal, albeit at the time, Facebook reportedly told companies in possession of this data to delete it.

Whistleblower Christopher Wylie, told the Observer data was used to influence the outcome of the US election. Whilst Cambridge Analytica denies this claim, he goes on to say that “we spent $1m harvesting millions of Facebook profiles”

Facebook suspended Cambridge Analytica and Koga, however Koga is being treated much like a scapegoat.  Koga thought they were doing something that was normal and acting perfectly appropriately.

See below for the interview from whistleblower Christopher Wylie.

Christopher goes on to say that Cambridge Analytica is a full service propaganda machine. I would watch this video, it is very interesting to watch.

What is our opinion & how do we use social media advertising?

Lots of people don’t know the level of targeting when it comes to social-media advertising.  Facebook gives you a tool that allows you to focus your ad to reach your target customer, such as location, the age, male or female, their interests, job title & also relationship status.

We use adverts take advantage of these tools to target specific audiences such as reaching a specific age range and within a location who are more likely to purchase one of their products. Although we never come into contact with the data itself, nor get to see who specifically views the add.  You get a sense of the amount of data Facebook has and when in the wrong hands can be given to manipulate large amounts of people.

We use non intrusive Facebook approved ad targeting campaigns to ensure we reach only the intended audience for your advert, not spamming other users and also ensuring that we do not spam the intended consumer of the advert.  We also do not harvest nor come into contact with any of the data that Facebook obtains from its users.  Whistleblower Christopher also explains that they were able to harvest things such as status updates, likes and scarily private messages.

Summary

I think there is a need within these organisations to be more transparent, but also to impose further restrictions on these huge data analytics firms.  They need to say how they get their data, what data they have and how they are using this. The data they have should not have been able to be harvested in the first place.

Here is a sample of the channel 4 expose, full article here