An Introduction To SEO: Without It, How Will Anyone Find You Online?

The world of Search Engine Optimisation (also known as SEO) is forever changing and being such a large subject, some businesses can find themselves somewhat paralysed, unsure of where to begin. That said, SEO is certainly too big and important to ignore.

If you want to be found by potential customers as they search for services and information online, SEO is essential. The best way to achieve this is to create and implement a comprehensive plan, also known as a digital marketing strategy. The easier your site is to find online, the more traffic, more leads and more conversions your site is likely to get. It’s easy to overlook the importance of SEO and to assume you have either left it too late or that it won’t work for you. Of course, neither of these is the case.

At VKN Digital we take a unique approach to SEO. We use best practice in terms of keyword research, making use of the most effective tools such as Google’s Keyword Planner and Moz Explorer. However, we don’t believe that content needs to be any less creative just because it’s SEO-friendly. In fact, these days, Google penalises content that has been stuffed with keywords. We know there is a healthy balance between SEO and crisp, compelling, creative copy. First and foremost, we think it’s always better to write with real humans in mind anyway, not search engines.

Your Blog: A Simple Approach to SEO Success

SEO is an essential component of your website’s success and half heartedly putting it into action, or failing to do so at all, will hold your business back. Every business, regardless of size and sector, should have an SEO strategy in place, and a blog is an essential element of this. Blogs are not only relatively cost-effective and give your brand a voice, but more importantly they help to build your audience, your inbound links and your search rankings.

Blogging without a content strategy is like driving somewhere new without a map. You need to know where you’re going, otherwise how will you know when you get there? Blogs can be used to educate, entertain, inform and even debate – so decide what the purpose of your blog is, and from there create a strategy and measurable goals.

What keywords do you want to rank for?

Keyword research is a critical part of developing a content strategy. Think about your business in terms of how others would be searching for it online. For instance, if you sell dog food, you want to be showing up in a broad, diverse range of pet-related searches, not just ones relating to pet food. Blogs could cover all sorts of topics, like ‘How much should your dog weigh?’, ‘How to effectively train your dog’ and even ‘Dog grooming tips’. You want to be seen as a valuable resource for dog owners, so they keep coming back, so they share your content, and who knows, they might realise you sell dog food too, and if they like your content, they’ll remember you next time they’re food shopping for Fido.

Not all keywords are created equal, and here is where SEO starts becoming complex. Google’s algorithm is all about finding the most trustworthy content for a particular search. The popular a search term, the harder it becomes to rank for it. Google looks at things like how many sites you link to, and how many sites link to you to help determine how trusted your content is. It also looks at the trustworthiness of the sites your site is connected to. There are plenty of tools available online to help you find popular keywords (like Google’s Keyword Planner) and to determine where your site sits for particular search terms (like Moz’s Keyword Explorer). A link building strategy is one way businesses can boost their SEO rankings for particular search terms.

Share Your Blog and Increase Your Traffic

SEO isn’t the only way to get people to view your blog content. Sharing posts on social media is another. LinkedIn is a great social platform for building an audience around business-related content. However, in today’s competitive world, with so many businesses creating digital content, it’s hard to cut through the noise. Your content also needs to be top notch. Of course, that’s where we can help.

Paid social is another way to garner attention online. Facebook and Twitter are popular social advertising options and today’s ability to target specific audiences is quite sophisticated. You can target by demographics, location and interests. Individuals can be targeted based on their behaviour when they visit your website. You can even upload customer emails to find new audiences with similar looking data. Social advertising is a complex but fascinating side of social media management. We can help you get the most out of your spend.

So, if you’re not sure of your next move in terms of SEO, contact us for a free Skype consultation.


Vivienne Neale is a digital marketer and director of VKN Digital, which is a digital marketing agency in Hertfordshire, UK. We aim to help SMEs overcome marketing hurdles and create compelling digital content that drives results. If your website needs new content, some housekeeping – or perhaps you’re looking to build a new one – contact us. We can also help with SEO, design and social media.

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