Organic search engine optimisation through good marketing practice.
Search engines want to reward authoritative websites and provide relevant search results. I believe high search engine rankings are achieved as a result of good marketing practice.
For me, gaining high search rankings can, in the main, be attributed to 3 key principles:
1. Understanding your market in terms of how they are most likely to engage with you. In search engine optimisation (SEO) terms, this means doing your keyword research.
2. Search engines reward websites with good structure. Today most website content management systems allow non website techies to achieve a good website structure as I have detailed in a previous blog post.
3. Search engines reward websites that have inbound links from directories and other related and authoritative websites. Being listed in relevant free and paid for business directories isn’t a new concept and is simply good marketing practice. The difference is, before the Internet we would have ensured our company’s contact details would have been listed in a printed directory, where as now it’s more likely to be online. In addition to gaining relevant directory listings, you need to write compelling and engaging content and promote it to your target audience. Again this isn’t a new concept or unique to SEO, it is part of a marketing communications strategy which could include press releases, newsletters, factsheets, cases studies, and the like.
We all should be publishing our communications on our websites and promoting them via social media websites, blogging websites, PR websites and via email to clients and/or to opted-in marketing lists. If the content is engaging then people will stay on your website for longer, link to your content from their websites and promote your content via Social Media, thus achieving organic SEO through good marketing practice.
I believe gaining high search engine rankings is a result of effective marketing which involves generating organic interest and is not about aggressive link building and writing keyword heavy content simply for SEO sake. For me, high search rankings are a result of and form part of an integrated marketing strategy.
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