SEO utilizes search engines like Google, Bing, and Yahoo to organically build website traffic and provide a sustainable, long-term source of leads that can be used to drive business goals and build overall brand awareness.
Whether you choose to keep it in-house, or outsource to an SEO Agency, SEO management plays an important role in building a business online. To understand the role of search engine optimization management, and how these SEO Course in Pakistan can be used to improve your online visibility, we have created a quick guide that explains what is involved and what you should be looking for.
What Is SEO?
SEO or Search Engine Optimization is a type of digital marketing designed to improve the organic search rankings of a website so that it appears at the top of the organic search results in search engines such as Google, Bing, and Yahoo. Typically, search engine optimization will focus on the four pillars of SEO:
1. On-site SEO
3. Off-site SEO
4. Technical SEO
SEO is an inbound marketing strategy that targets users that are looking for a product or service. Unlike outbound digital marketing such as SEM or Social Media Ads, SEO provides valuable, relevant information as a user is searching for it. By improving the organic search rankings of a website, it can receive more organic traffic, which effectively increases the number of relevant business leads that it receives.
What is SEO Management?
SEO management refers to implementing on-site and off-site search engine optimization strategies that affect the organic search visibility of a website. Generally, SEO management is carried out by an agency or consultant tasked with following best practice guidelines, delivering safe and sustainable SEO strategies, and implementing changes that align with the latest search algorithm updates.
In some cases, SEO is handled by an internal marketing team; however, given the specialized skills and knowledge that SEO requires, the task is often outsourced to an external company with specialized staff, knowledge, and the necessary tools. The most recent data suggests that around 54% of companies will pay an internal or external consultant for ongoing SEO management SEO Services in Pakistan.
What Does SEO Management Involve?
Improving your organic rankings and fighting your way to the top of Google’s search rankings requires a holistic approach. At SEOCottage, we take a repeatable, proven eight-step approach to SEO management SEO Services in Pakistan that focus on the on-site and off-site factors that enable a website to rank at the top of the search results.
1. Initial website audit
Before devising an organic marketing strategy for a business, it is important to draw a line in the sand and establish a baseline or starting point. An initial website audit enables an SEO Agency to understand what is required to improve organic traffic. An initial website audit will examine current website metrics, current website traffic, website history, current keyword targeting, and placement within the market. The website audit is performed as part of an ‘SEO pitch’ to a prospective client in many cases.
2. Industry research
Each successful SEO campaign begins with comprehensive industry research that uncovers competitors and uses SEO to attract relevant users to their website. It’s essential to understand how the market operates and what key competitors are doing to win organic traffic. Using this information, it is possible to reverse engineer a strategy that utilizes these insights to reduce the time and testing required achieving SEO results.
3. Keyword research
Keyword research is (arguably) the most important step to delivering effective SEO management to clients. Keyword research involves understanding the difference between informational, navigational, and transactional search terms and looking at how different competitors target their market through SEO. Your SEO manager should be able to clearly articulate which page of the website will be used to target which search terms and understand critical keyword research terminologies such as keyword cannibalization, density, and intent.
4. On-site content
According to the latest SEO statistics, around 50% of organic search rankings is determined by the strength of on-site content. On-site content pertains to the informational and transactional pages on a website that drive relevant, motivated traffic to a website. Keyword research is used to inform the direction of on-site content and mitigate common SEO mistakes such as keyword cannibalization and over-optimization.
5. Technical optimizations
Technical SEO is the process of ensuring website accessibility, crawl ability, and usability to ensure websites can appear in search engines and provide a good on-site experience for website users. Generally, technical SEO is handled by a specialist with advanced technical abilities. Some of the elements that are addressed include URL structure, structured data, duplicate content, redirects, and sitemaps – to name a few.
Backlinks or external links act as a trust signal to search engines. If a high number of reputable websites link to a piece of content, search engines will infer that content is worth linking to and, therefore, worth showing at the top of search engines. At the time of writing, backlinks account for roughly 40% in the SEO ranking algorithm and play an indispensable role in ranking competitive key terms.
7. Content marketing
Content marketing is an essential ongoing element in successful SEO management. Closely tied to keyword research, content marketing is designed to attract high-quality traffic and bolster transactional landing pages on a website. Content marketing enables websites to diversify their web traffic and gain trust with search engines by effectively positioning themselves as thought leaders.
Reporting is an essential element in effective SEO management. SEO reporting provides insights on key performance metrics such as competitor comparison performance, organic website clicks, organic website impressions, bounce rate, and growth over time. Reports are catered towards a unique set of KPIs that align with the SEO goals.