Why SEO Marketing?
So you're researching search engine optimisation, well, you've come to the right place. So, what is SEO marketing? Simply put, search engine optimisation is about making a correlation between search behaviour and relevant content.
Search engine optimisation is widely abbreviated as SEO and refers to a process designed to improve a website's rankings on search engines result pages for relevant search terms. What this process stands for will become one of the world's most important marketing considerations in the years ahead. SEO affects every business with a website, regardless of market, industry or segment and is a critical means to effective communication with your online audience.
Search terms are also referred to as keywords. These are the words or phrases that people type into Google or other top search engines to find results to their enquiry. The terms people select can be as little as one word, multiple words or even sentences and questions (such as what is search engine optimisation?). Search engine optimisation is about making a connection between users' search engine enquires and your relevant website content. By positioning your website among the top search results within the first page of all search engines for relevant search terms, you will most likely attract additional clientele. The closer the match between a user's search enquiry and your content the more likely is it that they will convert.
The primary reason for management of search engine optimisation is position. Within a search engine result page there are two main areas in which results appear. Firstly, there are sponsored results, commonly referred to as pay-per-click advertising (PPC) and then there are Organic or Natural results that appear within the white results section of a search engine result page. The natural listings are free while the sponsored results are paid for by the advertiser. Search engine optimisation is concerned about improving a website's position within the organic results section of search engine result pages. SEO provides great benefit to businesses as ranking high in the organic section offers a permanent and free source of traffic.
So, how does SEO marketing work? Through the optimisation of on- and off-site elements that affect SEO, rankings can be influenced. SEO criterions are based on the many variables which constitute the highly complex algorithms of search engines. In addition, search engine algorithms are constantly changing to reflect the innovative and dynamic nature of the online sphere. SEO is about understanding and implementing these changes so that search engine robots can index a site, understanding its concept properly and associating the site with relevant keywords. A search engine robot, spider or crawler is an automated process whereby search engines regularly browses and indexes website content.
To explain simply, we will use the following metaphor: Imagine that your website and everything within it is interlinked and everything pointing to your website is also linked. Now imagine that this complex labyrinth of links is a family tree. To understand your family tree, a search engine will use a spider/robot to crawl and index its contents. The spider enters the family tree through the top and follows every link working through the tree to a micro level including all the links pointing toward your tree (other websites). It then travels back out the top after indexing and exists the family tree. Wherever this process is blocked or broken, search engine optimisation must look to repair, maintain or resolve any issue that prevents a search engine spider from continuing its journey. Once fixed, optimisation is about improving this process's effectiveness and improving the quality and strength of a website. By continually optimising and strengthening a website, it will enhance that website's ability to compete online for top search engine rankings.
Where would you like your website to show up in the search engine result pages (SERPs)? Statistics show that the majority of users rarely look beyond position five on page one. Hence, we define top search engine rankings not merely as listing somewhere on SERP one but, more specifically, appearing within the top five search results of SERP one.
However, top search engine rankings are not as simple as flicking a switch. Be conscious when researching service providers so that you are not tricked into unrealistic ranking expectations. Every SEO company can over-promise and under-deliver but that is not how Top Search work.
We offer realistic forecasts using our Top Search Forecasting Model which considers a myriad of factors to determine how soon top search engine rankings can be expected for your search terms. Some of the factors we are considering when forecasting top search engine rankings include:
1. Keyword recommendations and suggestions
2. Keyword relevance - how well does the keyword reflect your business?
3. Keyword search volume - how many people search using the keyword each month?
4. Keyword broad match opportunities - what else can the keyword trigger/refer to?
5. Keyword competition - how competitive is the keyword to rank for?
6. Keyword convertibility - how well does the keyword attract converting traffic?
7. Who are your online competitors and what will it take to beat them?
8. What is your existing site strength for both on- and off-site SEO elements?
9. What is your budget and how much time would you like us to dedicate on strengthening your site and its search engine rankings?
Search is a methodical game of strength. A weak website cannot initially pursue the most highly competitive and sought after keywords in its industry. Don't get fooled by a company saying they'll position every one of your key terms on page one within a month. While this may be possible for some key terms, of which we can easily do the same, those phrases usually do not carry enough search traffic and will end up unprofitable for you.
Remember:
- There is often a big difference between branded versus non-branded terms
- Top search engine rankings across several search engines are achieved by working with various algorithms' requirements
- Go for a search company that understands industry changes and can adapt to them
- Go for a search company that you feel is in-step with your business's objectives
Top Search's forecasting model aims to provide you with an honest and realistic insight into the opportunities of search engine optimisation aiding you making a business critical decision. Our goal is to deliver you customers, so to do this we hope to make you one of ours.
Link building strategies are crucial to any SEO campaign as quality inbound links is one of the most important factors determining search engine rankings. Links to your website are classified by search engines as votes. Yet, links aren't necessarily about volume but rather about quality. Quality links are those links that are considered relevant and coming from websites that are well regarded by search engines. The more powerful and relevant the referring site is the more link value your website will receive. Link value is a technical term for the transferring of website authority from one website to another. Ideally links should be obtained organically. However, to obtain links naturally takes time. Link building involves finding, creating and optimising external links pointing to a specific site. Top Search looks to improve your existing links by reviewing their origin. Where possible, we will adjust and optimise the existing links to maximise the power of those links. We will also actively implement link building strategies that consistently delivers new high quality links to your website. Top Search's approach to link building strategy:
- Strategically review the existing links on and to your site
- Review all external sources for links
- Evaluate of the anchor text and current level of optimisation for these links
- Optimise content and optimise links for link acquisition
- Link bait
- Track new links and their source
- Avoid "link exchanges"
- Avoid hidden or disguised links
To ensure a solid link building strategy Top search will report monthly on new link acquisitions highlighting link origin, relevancy and purpose.
SEO return on investment derives from a well planned and properly implemented search strategy.
Top Search will define and tailor a digital search strategy that considers existing business intelligence to formulate a plan for your campaign.
We will report return on investment monthly and can apply a model for you that identifies what each ranking is worth to your business.
The top three positions constitute the prime location for your terms because most users will make their click decision from this section. Search engine optimisation enables companies to maximise SEO return on investment by protecting and improving their positions.
Just because you get to page one and ideally within the top three results, it doesn't mean you'll stay there. It is methodical search engine optimisation that will allow you to beat and keep top positions from your competitors; and, in doing so, SEO return on investment is ensured.
SEO tracking is a prerequisite for ROI calculation and it is therefore one of the most critical elements of a search campaign. SEO tracking and monthly reporting is therefore included in all of our SEO services. This reporting is tailored and specific to your requirements. During the research phase we will define metrics to benchmark against in future reporting.
- Reports are good when they are meaningful
- Reports are beneficial when they provide intelligence that helps make the right decisions
- Reports are purposeful when they highlight improvements as well as weaknesses
- If a report is meaningful, decisions can be taken to influence trends
- Reports that only show positives and hide weaknesses are as worthless as the paper they are written on
Top Search understands that part of any valuable relationship is trust. Trust comes with history and history comes with time. The only way we can secure time is to offer a service that adds value to your business. Top Search offers various SEO tracking options.
- Keyword ranking improvements
- Link building reporting
- Website traffic reporting
- Competitor reporting
- ROI reporting
Contact us today!
Search engine optimisation is widely abbreviated as SEO and refers to a process designed to improve a website's rankings on search engines result pages for relevant search terms. What this process stands for will become one of the world's most important marketing considerations in the years ahead. SEO affects every business with a website, regardless of market, industry or segment and is a critical means to effective communication with your online audience.
Search terms are also referred to as keywords. These are the words or phrases that people type into Google or other top search engines to find results to their enquiry. The terms people select can be as little as one word, multiple words or even sentences and questions (such as what is search engine optimisation?). Search engine optimisation is about making a connection between users' search engine enquires and your relevant website content. By positioning your website among the top search results within the first page of all search engines for relevant search terms, you will most likely attract additional clientele. The closer the match between a user's search enquiry and your content the more likely is it that they will convert.
The primary reason for management of search engine optimisation is position. Within a search engine result page there are two main areas in which results appear. Firstly, there are sponsored results, commonly referred to as pay-per-click advertising (PPC) and then there are Organic or Natural results that appear within the white results section of a search engine result page. The natural listings are free while the sponsored results are paid for by the advertiser. Search engine optimisation is concerned about improving a website's position within the organic results section of search engine result pages. SEO provides great benefit to businesses as ranking high in the organic section offers a permanent and free source of traffic.
So, how does SEO marketing work? Through the optimisation of on- and off-site elements that affect SEO, rankings can be influenced. SEO criterions are based on the many variables which constitute the highly complex algorithms of search engines. In addition, search engine algorithms are constantly changing to reflect the innovative and dynamic nature of the online sphere. SEO is about understanding and implementing these changes so that search engine robots can index a site, understanding its concept properly and associating the site with relevant keywords. A search engine robot, spider or crawler is an automated process whereby search engines regularly browses and indexes website content.
To explain simply, we will use the following metaphor: Imagine that your website and everything within it is interlinked and everything pointing to your website is also linked. Now imagine that this complex labyrinth of links is a family tree. To understand your family tree, a search engine will use a spider/robot to crawl and index its contents. The spider enters the family tree through the top and follows every link working through the tree to a micro level including all the links pointing toward your tree (other websites). It then travels back out the top after indexing and exists the family tree. Wherever this process is blocked or broken, search engine optimisation must look to repair, maintain or resolve any issue that prevents a search engine spider from continuing its journey. Once fixed, optimisation is about improving this process's effectiveness and improving the quality and strength of a website. By continually optimising and strengthening a website, it will enhance that website's ability to compete online for top search engine rankings.
Top Search Engine Rankings
Where would you like your website to show up in the search engine result pages (SERPs)? Statistics show that the majority of users rarely look beyond position five on page one. Hence, we define top search engine rankings not merely as listing somewhere on SERP one but, more specifically, appearing within the top five search results of SERP one.
However, top search engine rankings are not as simple as flicking a switch. Be conscious when researching service providers so that you are not tricked into unrealistic ranking expectations. Every SEO company can over-promise and under-deliver but that is not how Top Search work.
We offer realistic forecasts using our Top Search Forecasting Model which considers a myriad of factors to determine how soon top search engine rankings can be expected for your search terms. Some of the factors we are considering when forecasting top search engine rankings include:
1. Keyword recommendations and suggestions
2. Keyword relevance - how well does the keyword reflect your business?
3. Keyword search volume - how many people search using the keyword each month?
4. Keyword broad match opportunities - what else can the keyword trigger/refer to?
5. Keyword competition - how competitive is the keyword to rank for?
6. Keyword convertibility - how well does the keyword attract converting traffic?
7. Who are your online competitors and what will it take to beat them?
8. What is your existing site strength for both on- and off-site SEO elements?
9. What is your budget and how much time would you like us to dedicate on strengthening your site and its search engine rankings?
Search is a methodical game of strength. A weak website cannot initially pursue the most highly competitive and sought after keywords in its industry. Don't get fooled by a company saying they'll position every one of your key terms on page one within a month. While this may be possible for some key terms, of which we can easily do the same, those phrases usually do not carry enough search traffic and will end up unprofitable for you.
Remember:
- There is often a big difference between branded versus non-branded terms
- Top search engine rankings across several search engines are achieved by working with various algorithms' requirements
- Go for a search company that understands industry changes and can adapt to them
- Go for a search company that you feel is in-step with your business's objectives
Top Search's forecasting model aims to provide you with an honest and realistic insight into the opportunities of search engine optimisation aiding you making a business critical decision. Our goal is to deliver you customers, so to do this we hope to make you one of ours.
Link Building Strategies
Link building strategies are crucial to any SEO campaign as quality inbound links is one of the most important factors determining search engine rankings. Links to your website are classified by search engines as votes. Yet, links aren't necessarily about volume but rather about quality. Quality links are those links that are considered relevant and coming from websites that are well regarded by search engines. The more powerful and relevant the referring site is the more link value your website will receive. Link value is a technical term for the transferring of website authority from one website to another. Ideally links should be obtained organically. However, to obtain links naturally takes time. Link building involves finding, creating and optimising external links pointing to a specific site. Top Search looks to improve your existing links by reviewing their origin. Where possible, we will adjust and optimise the existing links to maximise the power of those links. We will also actively implement link building strategies that consistently delivers new high quality links to your website. Top Search's approach to link building strategy:
Advisable link building strategies
- Implement and actively source new links in a methodical and natural way- Strategically review the existing links on and to your site
- Review all external sources for links
- Evaluate of the anchor text and current level of optimisation for these links
- Optimise content and optimise links for link acquisition
- Link bait
- Track new links and their source
Inadvisable link building strategies
- Avoid "link farms", purchased links and other quick link building strategies as they will prove ineffective and sometimes harmful- Avoid "link exchanges"
- Avoid hidden or disguised links
To ensure a solid link building strategy Top search will report monthly on new link acquisitions highlighting link origin, relevancy and purpose.
SEO Return on Investment
SEO return on investment derives from a well planned and properly implemented search strategy.
Top Search will define and tailor a digital search strategy that considers existing business intelligence to formulate a plan for your campaign.
We will report return on investment monthly and can apply a model for you that identifies what each ranking is worth to your business.
The top three positions constitute the prime location for your terms because most users will make their click decision from this section. Search engine optimisation enables companies to maximise SEO return on investment by protecting and improving their positions.
Just because you get to page one and ideally within the top three results, it doesn't mean you'll stay there. It is methodical search engine optimisation that will allow you to beat and keep top positions from your competitors; and, in doing so, SEO return on investment is ensured.
SEO Tracking and Reporting
SEO tracking is a prerequisite for ROI calculation and it is therefore one of the most critical elements of a search campaign. SEO tracking and monthly reporting is therefore included in all of our SEO services. This reporting is tailored and specific to your requirements. During the research phase we will define metrics to benchmark against in future reporting.
- Reports are good when they are meaningful
- Reports are beneficial when they provide intelligence that helps make the right decisions
- Reports are purposeful when they highlight improvements as well as weaknesses
- If a report is meaningful, decisions can be taken to influence trends
- Reports that only show positives and hide weaknesses are as worthless as the paper they are written on
Top Search understands that part of any valuable relationship is trust. Trust comes with history and history comes with time. The only way we can secure time is to offer a service that adds value to your business. Top Search offers various SEO tracking options.
- Keyword ranking improvements
- Link building reporting
- Website traffic reporting
- Competitor reporting
- ROI reporting
Contact us today!
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