SEO and SEM
At one point, there was very little overlap between PR and SEO. Today, a sound public relations strategy should align and work simultaneously with an effective SEM strategy and overall digital marketing campaign.
Your website is an integral part of your messaging, and the first impression of your business many customers will have. A frustrating user experience and poor design-build can damage your credibility – don’t let your website be a weak point in your branding.
Having the SEM expertise and the resources to ensure the best approach is considered, Sapience will deconstruct your website and produce an SEO plan carefully tailored to your requirements, boosting your organic search visibility, which could easily be incorporated with a PPC campaign.
The SEM arena is littered with jargon – keywords, on-site optimisation, backlinks, and meta-data. We’ll explain these in plain English and advise you on the practices that make a difference – from prioritising purpose-driven content to optimising your images – and common pitfalls to avoid – such as poor link-building and ineffective ranking ‘hacks’. We’ll also address any unrepresentative content issues and assess the appropriateness of harnessing ad words and pay per click campaigns.
About Search Engine Optimisation
SEO is now essential
Search engine optimisation is a set of practices that help websites be discovered and understood by search engines like Google, Bing and DuckDuckGo. This will allow the websites to be ranked in search indexes, ready for users to find them.
It is important to consider best practice in everything from user experience (UX), content strategy and website wording, to loading speed, security and proper content formatting.
Search engine marketing is not an exact science, although it can produce highly measurable results through data. Almost no popular search engine divulge the algorithms, rules and processes that determine a website’s ranking. However, most search engines have comprehensive technical guides and best practices that can be followed. Coupled with thorough A/B testing and other data-driven conclusions from SEO experts, this is known to produce results over time.
Why work with us
Sapience has successfully provided excellent results for high-profile clients including Huawei, Quickbooks, SAP and uSwitch by using SEO, PR and content strategy to power up their public relations efforts.
From small SEM campaigns to large-scale digital marketing campaigns and website migrations that rely on organic-lead generation and user engagement to support public relations, Sapience can make things happen.
Experienced digital marketers understand the role search intent plays when it comes to lead conversion and driving business. Combining the opportunities brought about by SEO and the sub-disciplines commonly employed to execute sound PR campaigns, Sapience can help businesses get their feet on their industry ladder, gain a serious competitive edge in attracting leads or increase the visibility of a website in search engines.
SEO services you require
Some common SEO PR activities include:
- Extending your website’s reach, boosting your digital profile and driving organic traffic
- Increasing the website’s footprint in Google’s search results page, popularising a brand name and increasing the chances of brand recognition
- Campaigns that capture attention. Digital PR campaigns supported by SEO strategy mean your unique ideas have more chance of being heard by your target audience
- Establishing genuine connections. Relevant and value-driven SEO content will help you achieve higher volumes of organic traffic to your website
- Auditing your existing website to determine where improvements can be made and take advantage of quick wins, allowing us to put together a long-term campaign strategy
- Creating actionable SEM reports that empower you to make knowledgeable decisions with strong business impact.
Our results-driven team has extensive experience of content marketing and digital marketing across many sectors.
FAQ – SEO
Does SEO require coding?
Sometimes. If a website is already well-crafted, user friendly and allows for content-rich experiences, the SEO work may be limited to developing a sound strategy to bring everything together under the same roof (or the same campaign). But although coding may not be required to implement a series of changes pertaining to SEO, technical knowledge usually is necessary to do it right.
Do we need a bespoke CMS to rank well?
Can we embed SEO knowledge as part of our regular PR & digital marketing work?
Absolutely. In fact we would recommend this strongly for most clients and we’re more than happy to provide you with the support and expertise you need in order for you to embed SEO within your marketing (or technical) department. Oftentimes SEO is an afterthought for many companies who have their websites done but this usually translates into higher costs in the long run.
Is SEO PR all about content?
Whilst content is without a doubt one crucial aspect of search engine optimisation, focusing on content alone to the detriment of other aspects of SEO can have limited results. For example, websites with good content may be found and indexed by Google, but they won’t necessarily rank well. Things like topical relevance, website archicture and content accessibility matter quite a bit.
How important is for the website to be mobile friendly?
Essential. Google now considers the mobile version as the default version of a website and the desktop version being the alternative one. Whilst now many websites can still get away with not offering a mobile-first experience, this oversight will potentially cost companies a lot in terms of business coming from search engines in the form of organic traffic.
How do we know what keywords to use for our landing pages?
All SEO PR campaigns should include keywords research. Put simply, this is a method of finding out what keywords people are using when they’re searching for services and products. Based on search volume and things like search intent, we are able to tell what keywords or expressions are more likely to produce the desired results. As with other areas of work for SEO, testing with different formats and content structure is recommended.
How long does it take until we start to see results?
It depends on quite a few factors that range from the website’s popularity and trust (Google allocates popular websites a higher “crawl budget” and pays closer attention to their updates), to how close a website follows the recommended guidelines (duplicate or low quality content can negatively influence how well Google understands what’s on a website) and to the history of a domain (previous negative behaviour could make Google re-evaluate websites with a skeptical eye, for example). Anything from a couple of weeks to a few months is considered normal in terms of seeing initial results.
Clients & Case Studies
Here are just a few of our very valued clients. Discover how we helped provide PR
and digital marketing support to help there business become more prosperous.
Raise the profile of CHEC and its newly launching sites across the UK to optometrists, showcasing its expertise in delivering ophthalmological care. Build local awareness among the public of alternative choices in providers for ophthalmology treatment in order to reduce backlogs and improve patient outcomes.
Not-for-profit & social support
Position Dimensions, one of UK’s largest providers of support for those with learning disabilities and/or autism, as an expert in its field. Lobby government and influential community stakeholders around key issues for those supported, such as voting rights, health equality and representation.
Investor communications platform
Proxymity is the world’s leading digital investor communications platform, serving over twenty-five markets world-wide and connecting the world’s ecosystem of issuers, intermediaries, and investors digitally in real time.
Save The Spot
Save the Spot, a ground-breaking not-for-profit aimed at supporting cultural institutions affected by the war in Ukraine, hoped to secure profile for their innovative “ticket-purchase” donation initiative. Operating in a news agenda around Ukraine dominated by geopolitical and economic considerations, the challenge was to ensure that protecting Ukrainian cultural identity was not forgotten.
What is SEO and how does it work?
Having a good SEO strategy is one of the best ways to increase your organic reach. Your site will show up higher on relevant searches and catch the attention of more potential customers.
What are the best practices for SEO in 2023?
To position yourself as a strong competitor within your industry and to increase the presence of your brand in front of your target audience, SEO is worth investing time and money into.
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