Dominating The Internet: How To Master Your Company’s SEO
Search Engine Optimisation (SEO) is nothing new, but the way we think about it needs to change.
For years it’s been a battle between understanding the algorithms to ensure we’re surfacing the best possible experience for those using a search engine, versus finding every loophole or grey area to leverage and get ahead; the good vs. the ‘naughty’.
These days are largely coming to an end. The Search engine algorithms are getting smarter, more personal, and less open to exploitation by those scrupulous few.
So, how can brands serve the algorithm, and how are the best businesses dominating organic and local search?
We spoke to David Castle, General Manager at Resolution Digital, about SEO trends, ways that people try to trick the algorithm, and how brands can dominate organic and local search.
Dominating SEO
While SEO can seem straightforward when speaking with a specialist in their field, it’s important to understand that the goal of what they’re doing is understanding and appeasing hundreds of signals and qualifiers. This, in turn, will ensure a website and other assets are, in the eyes of a search engine, the most relevant thing to show to someone who is searching.
“It’s not just about relevance to a term, although that’s important, it’s about the value you can provide to the person looking,” Castle said.
Ultimately the first key to dominating SEO is having good content and servicing the intent of the search. However, it’s just as important the technical side of things is being looked after.
When it comes to search engines and websites, everything is measured from the perspective of authority. Content allows you to build that authority and expertise on focus topics, however, the technical side of SEO allows you to retain, improve, and redistribute that authority throughout the website. If you can’t get your house in order, it’s all for nothing.
“If you have a hole in your bucket, it doesn’t matter how much water you add, you’ll lose it all” Castle said.
“We’ve had a client in the past who came to Resolution Digital because other global sites of their same brand were ranking above them in search. It’s only a small technical change, which admittedly can take some time, that allowed them to increase their traffic two-fold.”
Castle urges everyone to get their houses in order when it comes to the technical side of SEO. It’s not about being the best website that ever existed, it’s about understanding where you fall short of your competitors and what you can do to be the best of that bunch.
Is content really that important?
Content has been a focus of SEO for a long time. It’s a consistent prevailing trend each year and will continue to be important for the years to come. However, there is still a large amount of content on the internet that appears to have been created with the sole goal of improving rankings within a search engine.
“Make sure that your content is topic focussed, and created to serve a purpose to the customer, to ensure it creates value. Creating content purely to chase a keyword is the fastest way to create a poor experience,” Castle said.
He believes that companies can achieve a better result in SEO, by creating content that’s much more focussed and more valuable rather than hammering on a minute detail.
Which brings us to the second potential content trap, length.
“I’m still seeing a lot of lengthy articles being published, about the longer your content is, the higher chance you have to rank,” Castle said.
“Sure, the longer your content is the more chance you have of including semantic keywords. However, if the purpose can be served with a slightly shorter piece of content while driving more value, always err of the side value.”
Your content plan is key, in formulating this, you need to understand not just who you are producing content for but what part of their purchase journey or discovery journey they are on.
“We need to understand what they would expect, or what their intent is, when they’re searching for particular terms and create content to meet that expectation.” Castle said.
“As we get further and further towards the pointy end of the conversion path, you really need to be going in favour of the user experience on a page over long-form content.”
Castle says that it’s important that we don’t take a one size fits all approach to content and that we ensure, right the way through, that we’re creating content that provides more value to our customers and their needs than our competitors.
Castle described how important it is to understand where customers are spending their time and with whom. Understanding influences on the market and what other brands you can work with are also very important for crafting a content plan.
The General Manager from Resolution Digital also discussed backlinking, links on other websites that link to your own, and its importance in dominating SEO.
“Links to your site act as a vote of confidence in the eyes of a search engine, like you recommend a mechanic to a friend because they’ve done a good job. They generate authority to the site being linked to” Castle said.
Firstly, it’s important to note that all websites have their fair share of bad links, irrespective of how refined and perfect they may appear on the surface.
Castle said companies shouldn’t spend irrational amounts of time cleaning up their backlink profiles, attempting to remove all the bad links. In fact, years ago, spamming links from irreputable sites used to be a tactic by certain SEOs to take competitors out of the running. Search engines have gotten good at understanding what’s relevant and what isn’t.
If you can’t identify a drop in traffic with a link-based penalty from Google, draw a line in the sand and focus on building new and better links.
“You have to go about it in a qualitative way, the more authoritative the site linking, the more authority will be passed on,” Castle said.
By all accounts, it’s not easy, and it takes time, but when done right, it can be incredibly powerful. Understanding where your customers spend their time around the internet can shine a light on opportunities you may otherwise miss.
Changing our way of thinking?
Castle mentioned that we need to change how we think about SEO.
As time goes on Search Engine Optimisers (SEOs) are becoming more rounded, understanding more than just technical content, or being specialised in backlinks. SEO is greater than the sum of its parts and is becoming more and more about ensuring the experience of a customer or user is consistent across all owned and influenced assets within search.
“If we’re not developing a clear understanding of our customer’s different expectations on the website, in local search, on their phone, at their desk, etc, our efforts will always fall short. The moment we don’t meet an expectation, the experience is poor” Castle said.
One example of this discussed by Castle was the local search experience being something frequently forgotten by brands, especially with regards to reviews.
“You can have the most polished, perfect website, optimised perfectly and ranking beautifully. Your customers may only be two searches away from finding out that a large portion of your customers have reviewed you poorly,” Castle said.
It’s about putting your brand’s best foot forward throughout every interaction point online. Dominating SEO is a constantly evolving game and requires consistent review and an ability to quickly adapt to an ecosystem in flux.
By understanding how to properly service the algorithms, a company can achieve massive financial and performance benefits.
Find out more about Resolution Digital’s SEO services, to master your organic search.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.