Web Advantage - SEO Perth, Australia

At Web Advantage, we hear this statement a lot. And it's more true now than ever. Digital marketing is a moving target. Do you focus on Search? Email? Social Media? Mobile? Display? Local? Video? (You get the picture.) Here, online marketing is all we do. Our job is to steer you on the right course to improve your market reach and bottom line. We make the "hard" stuff easy, so it's one less thing for you to agonize over. We build online strategies based on sound analysis of your past digital marketing activities and real data. We can manage your Digital Marketing program from conceptualisation to actualisation.

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Web Advantage - SEO Perth, Australia Presentation

Web Advantage - SEO Perth, Australia

Why Onpage SEO Matters For Internet Marketing Success

The basic difference between the two is that onpage SEO focuses on the factors which require to be optimized on the site itself, to make it attractive to the search engines, while offpage SEO involves the processes you can use for increasing the site's credibility and popularity across the Internet. Both types of SEO are important in getting your site to rank, and there is some overlap between the two. In particular, content is relevant to both onpage and offpage SEO.

The reason both types of SEO are important is that nowadays, as the search engines continually change and refine their criteria, or algorithms, the experience of the user is becoming increasingly paramount. Off Page factors, such as inbound links, are seen by the search engines as votes of confidence by users in the relevance of your site, and so they help to improve your ranking. However, onpage optimization is what you use to communicate directly with the search engines, and so this is where you need to start.

When planning your onpage SEO tactics, there is no doubt that content takes a very high priority, as it is the heart of the user experience. Not only must the content be fresh and regularly updated, but it must be original and of good quality -- not spun, rewritten or duplicated. As well as articles and text, videos, images and infographics are all useful, as long as they don't increase the loading time. All the content needs to add value, not just be there to make up word counts.

Nowadays there is a lot of confusion about keyword occurrence in site content. Search engines are increasingly moving towards semantic search -- that is, providing search results relevant to the searcher's query, rather than mechanically based on keywords. Although the keywords for which you wish to rank do need to be present, rankings relate more to relevance and context.

Content of course is also applicable to off page factors, as you need to make your content so useful that other webmasters will want to share it with their readers, and post links back to your site. Social search is also increasingly important, so you want to encourage visitors to bookmark your content with social bookmarking sites. In addition, you want to attract Likes and retweets, and correlate your content with your Google+ profile.

The other major ranking criterion relating to user experience is the architecture of your site. In particular, speed of loading is becoming increasingly important to the search engines as a ranking factor. Internal links are also very important, as they are followed by the search engine bots as they land on a page, and indicate to them both that other pages exist, and which pages are the most important -- as well as keeping your visitors on site longer. Page titles and descriptions are also crucial. Concentrate on optimizing and formatting every page, not just the site as a whole, and link them all to each other in a logical way, such as a silo structure.

Remember that onpage SEO is about keeping both search engines and users happy. If the site isn't search-engine friendly, visitors won't see it at all, but if they then get a poor experience and leave, your rankings will soon drop out of sight. Get your SEO right, and you have a successful Internet marketing campaign.

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Choosing the Right Content Marketing Agency for Your Goals

We hear the word "Content Marketing" mentioned so often, but what exactly is it? It is a marketing technique that involves creation and distribution of valuable, relevant and reliable content to attract and acquire a target audience. The objective is almost always, to drive favorable customer action leading to profits.

Content Marketing is a very useful advertising tool when you want to grow your business. How? Well, Content Marketing first creates awareness about your product or service. Then more relevant content helps a customer to research or learn about the product or service. The next step will be consideration which may include price or features comparison etc. Finally, the right strategized content will motivate customers to actually purchase your product or service. Now the entire process can become much simpler for any business, when a Content Marketing agency is hired. Here is how you can go about it.

What to Look For in an Agency?

Don't go by the accolades a Content Marketing agency has won. Rather, go through their long term case studies which will reveal - the quality of work, quality of placements secured for their campaigns, KPIs used to measure their success, level of innovation, client relationship and so on. Even if an agency doesn't have a case study in your specific vertical, they can still produce high quality, marketable work for you.

Check the diversity of the work portfolio. It may include articles, infographics, data visualizations, images, videos, interactive maps, mixed media pieces and such.

On-site client testimonials and LinkedIn recommendations are an unbiased way to gauge about both agency founders and those who actually produce campaigns.

Research the published work of team members or industry columns by the founders to estimate the depth of their knowledge.

See if the agency is always trying to innovate with content creation or marketing processes. Then it can help you stay ahead of your competitors.

Ensure if the success evaluation metrics of the agency suits your goal. Some vital benchmarks are high quality links, total social shares, purchases, downloads, subscriptions, and unique visitors etc.

Make sure that the content agency knows how to use SEO efficiently and get your content ranked high on major search engines.

Though a piecemeal content may cost you less, a comprehensive strategy package from the agency can offer long term results. This may include strategy consultation, ideation, research, production, design, influencer marketing etc.

Ask specifically about who will produce your campaigns, who will be your weekly contact point, their work history and so on.

Ask if any Marketing Automation or Advanced Analytics tools will be used to measure the results.

Also focus on the technical side of marketing and inquire about who will execute the website design, changes or updates.

A small or boutique agency can provide great results and are often more adapted to changes. So don't dismiss them because of a small social following or lack of a blog.

Why spend money on tactics if you don't have a game plan?

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