The purpose of your website is to create demand for your products and services.
Either through the content it carries or the social networks it connects to, your website is often the first step on the path to creating extraordinary customer experiences. Your success in achieving this core objective depends on the quality of content you produce.
SEO means ensuring your website is visible to search engines for the keywords and phrases that are most relevant to your offering and most likely to drive the customers you want to your site. While the landscape of SEO is evolving daily, the two basic ways in which to create targeted visibility are through content and targeted backlinks.
Your content must use keywords that your target audience is using to find you. For instance, if you teach English as a foreign language and you know that a high percentage of your target audience comes to your site after searching using long-tail keywords such as ‘how English can improve my career’ or ‘learn English to travel the world’, then your content needs to reflect these preferences.
Your backlinks (i.e. links into your site from third party sites) must also be relevant and of high quality. For instance, Google Penguin was launched in 2012 to penalise poor SEO practices and these include link buying and the use of poor quality backlinks.
Among the most highly valued links are those from academic and news organisations with a global reputation for the promotion of the highest quality content. Because link building is evolving and can be hazardous for your business we always recommend you conduct a thorough Link Audit at least every six months.