SEOSearch Engine Optimization is a way for your website to be located by interested readers and customers and prepares the way for your digital identity to be established for your audiences.
An essential component of digital brand strategy is that your website should appear in searches when people are looking for products and services that you offer and topics on which you have written content.
Once the website and SEO strategy has been formulated and your website begins to appear in the search listings, we can now move into the next phase of bringing your website to the higher rankings in the listings. This is competitive as other websites are also vying for the same high positions in the listings. By creating a comprehensive content and SEO strategy and working on ways to expand the credibility and relevance of your web pages, your website will begin to rise in the rankings and progressively begin to get more visibility and traffic from people who are searching for the products and services that you offer.
SEO takes time but can be rewarding over the long term. A good SEO programme ensures that your website has visibility in the digital medium and has regular visits by people who are looking for content that you have on your website. This translates to brand awareness and leads that come to you by people who are interested in what you have to offer.
For a good SEO programme, a good website is essential. The website needs to be developed to be good to read for a customer. At the same time the web pages need to be developed and coded to be search engine friendly. For this we have to add some essential information such as meta data, alt tags and keywords in the relevant sections of the web pages. We also need to code the pages to be optimized for search engines. All of these are called on-page optimization of the pages.
Since a website has multiple pages and the brand will have multiple keywords to be optimized for, we need to choose the right keywords and assign them for different pages in the website. Keyword research tells us the keywords that we should work with and based on various criteria such as keyword traffic volume, competition and nature of keywords we shortlist keywords that are our targets. We then distribute these keywords to different pages in the website so that we can work on optimizing pages for specific keywords.
Once we have the keywords ready we work on the content and code for the pages so that they are search engine optimized. The website is now indexed by the search engines and they start listing in the searches although some of them may be deep into the list in low positions or even may not have a ranking.
In parallel we can begin on off-page SEO. This requires us to create backlinks from other websites to our web pages, linking them to the keywords that we are targetting for each page. Progressively this raises our pages to higher rankings and we begin to show up in searches. While we optimize for target keywords there are secondary keywords that include the words that we have chosen and our website begins to appear for these as well.
If the website is good, our keywords selection is right and the backlinks are relevant, our website will begin ranking higher in the searches and traffic will begin from the searches to the website.
For a successful SEO programme we have to carry out the optimization continuously without interruption both the on-page and off-page. Results could take some weeks or several months and rankings take time to achieve because our competition is also working on the same rankings.
Indiamap Consulting can assign a team of content writers and SEO specialists to work on the SEO of your brand website. We work on these every month, improving the web pages, creating backlinks and checking on analytics to fine-tune our SEO. Our expertise in this area together with the other capabilities in digital marketing enables us to integrate SEO into your digital transformation programme.