SEO Revisited

October 13th, 2017 - Posted by Jonathan Silvester, Brand Development

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It has been quite some time since we last looked talked about SEO so I thought it would be a good time to re-visit this topic and look at the best practises to make your site show up in the search results for marketing, brand control, product personalisation, print and web to print.
 
At RedTie we are mindful of SEO and with focus we have achieved a page 1 ranking for the term web to print. We use organic SEO techniques, this means we do things with our site and content that help us to achieve our SEO goals without simply relying on paid for clicks or adwords and without requiring the potentially huge budget they can incur.
 
Specific content is key to achieving successful SEO. It is about providing information that is relevant to your audience based on their needs and preferences. Web to print covers a wide variety of users and provides solutions to many different workflow scenarios but something they usually have in common is the need to protect brand, fulfil efficient marketing workflow requirements and deliver personalised products in an easy to use, accessible interface.
 
When creating blog or social media content make sure to include links and images that are specific to your target audience so that they will be shared across a diverse range of platforms.
 
Measurable content is about identifying the metrics that matter for your business. Site performance KPIs can be monitored in google analytics, such as site traffic, page visits, time on site and conversion rates.
 
Off site metrics are social shares, likes on Facebook Google+ and Linkedin, retweets on Twitter. Targeting these KPIs as part of your SEO strategy will increase your visibility and conversions.
 
Ways to beef up your site to improve performance in these areas are by: 
 
  •   Making sure the text is easily readable, think how a machine would interpret the text. If there are ambiguous phrases or expressions that a machine would not easily understand try re-writing them in a more clear, concise way.

 

  •   Ensuring page title tags, meta descriptions, sub headings and images are structured and tagged correctly.

 

Actionable content is valuable content not just at the time it is produced, but for a significant period of time afterwards. This type of content will draw page visits and shares indefinitely and therefore generate much greater return for SEO purposes.
 
Key features:
 
  •   It targets your specific audience
  •   It provides value
  •   It establishes trust
  •   It addresses your audience’s needs
  •   It aligns with your marketing goal
  •   It gets your audience involved
  •   It communicates clearly and effectively

 

Make it easy for your visitors to share your content on social channels by including the buttons or widgets they offer. Try to include elements that are well suited to sharing such as images, infographics and videos.
 
Relevant content will allow you to effectively target social media users with posts that will draw visitors to your site. For a small outlay you can experiment with boosting Facebook posts to increase your site traffic. The analytics will provide accurate analysis of how well this is working so that you can either modify your campaign targets or your budget.
 
Google uses an artificial intelligence machine learning program called RankBrain to help deliver it’s search results so that users get the result they intended rather than simply based on the exact query they entered.
 
With RankBrain in mind we need to think of visitors to our site and try to ensure that we answer all the questions they might have. This could mean adding many more pages to your site which would provide insight and information to your visitors thus transforming it into a better source of information which will perform better.
 
Timely content is updated regularly which is why a blog is still a good thing to have on a website. Recently Google have made Posts available to all users of My Business. Posts last for seven days and allow you to list a product or promotion which will display alongside your business information in the Google search results page.
 
When you update your site with new content, such as a blog article, make sure to update your site map and post the link on social media. Updating the sitemap will allow Google to see that the site is being updated with new content.
 
Finally, adding customer case studies is another great way to add regular updates to your site. There are lots of success stories and interesting projects waiting to be told about Web to Print, Marketing and brand control so shout it from the rooftops and if you need a platform that solves the gamut of online branded marketing needs, get in touch.