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.
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.