Search engine optimization is more commonly known as its acronym SEO. Optimization is the basis of all SEO practices. Once your brand’s presence (website, content and social media platforms) is optimized across the internet, you increase its online visibility. Your website will find its way to the first page of the search engine results pages (SERPs). Your online customers will find your business much quicker too.
Digital marketing includes optimization across search engines (the likes of Google and Bing), visibility and engagement on social media platforms, email marketing communications, website design and development and integrated applications to connect and engage with prospects and customers.

SEO is the practice of making changes to your online presence, particularly your website, making it more attractive to search engines like Google and Bing. Search engines crawl (or scan) your website to understand what it is about. The best SEO practices make sure it is easy for search engines to understand your website. Professional search engine optimization increases the quantity of organic website traffic and the quality of your site visitors at no additional cost. It doesn’t include any paid media or placement and it excludes direct traffic. With a robust SEO strategy implemented on your website, Google will identify it as an authority site and point users in your site’s direction.

There are subtle differences between the various search engines. However, you can usually focus on Google in your SEO strategy, since most of your target market will make use of this leading search engine. Also, the majority of organic traffic is from Google.

It’s advisable to employ an experienced SEO agency or expert and this cost should be included in your marketing budget. The amount you should expect to pay is aligned with the scope of work needed to ensure success. A digital agency or SEO expert will charge after considering the project scope and once you have presented your predetermined expectations. The average hourly rate of employing an agency or SEO expert is approximately $150 per hour.

Yes, you can – it takes a bit of know-how and learning by trial and error, but it’s possible to implement a basic SEO strategy across your website. However, SEO is time-consuming and to do it properly you need to consider both technical SEO and on-page SEO. What’s more, you will need to keep up-to-date with the algorithms’ changes to the various search engines.

There are three factors that directly impact your SEO ranking, even if you’ve only implemented a very basic search strategy on your site. The factors to be aware of are:
Page Load Time — If your website loads too slowly, your visitors will bounce and likely go to a competitor’s website. Google (and all search engines) will rank your website lower because of a slow page load time. This is something to pay close attention to as we draw closer to the major update confirmed by Google. The Core Web Vitals update in March 2021 focuses on three aspects that directly — and dramatically — impact user experience on your site. Page load time features in this update and is paramount to securing your ranking or reaching the top of the SERPs.
Keyword Selection — Your keywords must be carefully chosen so your website and pages are listed under the correct search terms your ideal customer is looking for.
Content Creation — Creating quality content on your website makes it easy for your audience to find your site and encourages them to stay there to learn more. This increases dwell time which boosts rankings on search engines.

Blogging helps to boost your SEO strategy across your site but only if crafted with optimization in mind. Search engines are looking for the content on your website that will sufficiently answer users’ questions. So, by creating and sharing high-quality and in-depth blogs that address pertinent topics within your industry, you’re likely to be identified as an authority source of the searched topic. With on-page SEO tactics, search engines will find your blog more easily.

SEO and pay-per-click or other paid media options work together to boost your website and position your brand as an authority in your industry or niche. SEO often gives you a far better return on your investment in comparison to paid media options. That’s not to say that website SEO services are cheap and easy; it takes a fair amount of time and resources to get it right but its long-term rewards are immense and sustainable. Most times, SEO and paid advertising will work together to provide the best results.