Search Engine Optimisation (SEO)
Google processes around 5.8 billion search queries per day, and more than three quarters of internet users never scroll past the first page of search results. So, you only have a small window of opportunity to make a big impact. At one point, there was very little overlap between PR and SEO. Today, a sound PR strategy should align and work simultaneously with an effective SEO 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 can damage your credibility – don’t let your website be a weak point in your branding.
Having the SEO expertise and the resources to ensure the best approach is considered, we will deconstruct your website and produce an SEO plan carefully tailored to your requirements, boosting your organic search visibility. The SEO 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.
SEO-powered digital PR campaigns
What is SEO?
Put simply, search engine optmisation is a set of activities and practices that help websites be discovered and understood by search engines like Google, Bing and DuckDuckGo in order to be ranked in their search indexes (or indices) for users to find them. Everything from user experience (UX) and content strategy considerations to loading speed, security and proper content formatting is looked at to ensure the best practices and official recommendations are followed and implemented.
Like PR, SEO is not an exact science (although it can certainly produce highly measurable results) since almost no popular search engine divulge its complete set of algorithms, rules and processes that determine a website’s ranking in order to prevent abuse and level the playing field. But most search engines have comprehensive technical guides and best practices that can be followed and which – coupled with thorough A/B testing and other data-driven conclusions from SEO experts – are known to produce result.
Sapience has successfully worked with a number of well-known clients to drive excellent results by using SEO and content strategy to power up its public relations efforts. From small SEO campaigns to large scale digital marketing strategies that rely on organic lead generation and user enagement to support public relations, we can make things happen.
How SEO can help
Experienced digital marketers know quite well the role search intent plays when it comes to lead conversion and driving business. Combining the opportunities brought about by SEO (strategy, user experience, internal linking, accessibility etc.) and the sub-disciplines and resources commonly employed to plan and execute sound PR campaigns, businesses can get their feet on their industry ladder or gain serious competitive edge. And because search engines are constantly updating their ranking algorithms, it’s vital to remain ahead of the game.
Some commons SEO activities include:
- Extend your website’s reach. SEO extends the reach of PR and communications in supporting efforts to boost a website’s digital profile and organic traffic.
- Scale Google’s search engine results page. The power of PR lies in targeting respected online media outlets, creating useful and engaging content, and maximising the share potential of that content through social media platforms.
- Campaigns that capture attention. PR campaigns supported by SEO strategy provides a better opportunity to have your unique ideas and brand message heard by your target audience.
- Establish genuine connections. Present your audience with the most relevant and value-driven SEO content to help you achieve higher volumes of organic traffic to your website that drive sales.
We’ve worked with some of the best-know organisations in the UK and abroad and we’ve always delivered excellent results.
Frequently Asked Questions
→ 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 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 custom 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 aftethought for many companies who have their websites done but this usually translates into higher costs in the long run.
→ Is SEO 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 campaigns and landing pages 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 thigns 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 pay closer attention to their updates), to how close a website follows the recommended guidelines (duplicate 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). Anything from a couple of weeks to fours months is considered normal in terms of results.
Let’s work together
We’d love to hear from you. You can get in touch with us to discuss your SEO PR needs using this form and we’ll get back to you as soon as feasible.