There are many techniques businesses use to drive growth. For online expansion, you need to have a strong digital marketing strategy that incorporates both on and off-site techniques. Without an integrated approach, your business will not appear in the results pages of the search engines, reducing the opportunity you have to find new business. Exeter marketing agency, Media Street provides a range of integrated digital marketing services to clients, and their team of dedicated experts tailor their work strategically to the needs of your business
In this article, our Marketing Executive, Imogen, looks at on-site marketing and how it affects your rankings in Google.
On-site strategy is all the marketing you do on your website, which includes Search Engine Optimisation (SEO) and content marketing. SEO is the process of optimising elements of your website to ensure that they create the best user experience (UX) and therefore display higher in the Search Engine Results Pages (SERPs). SEO requires a keyword strategy which is then implemented throughout the site via the content, images and META tags. In addition, SEO is also implemented at a technical level through best practice to encourage a fast loading speed and easy navigation to name just a few!
Content marketing is the regular creation of unique content for your website, usually in a blog format. This is a great technique to use as it is both interesting and helpful for your customers and it encourages the search engines, such as Google, to crawl your site more frequently, thus resulting in a higher ranking in the SERPs. The length of the content and whether it is topical will also affect this.
Search engines, such as Google, determine which sites list in the SERPs based on their regular crawls, which are happening all the time. The bots are constantly scanning the internet and following links to different sites. If you are consistently uploading new content (over a period of time) to your website and ensuring that your website offers a good UX with a strong keyword strategy, the bots will crawl your site more frequently. This means you have more opportunity to rank higher in the SERPs, provided you are using best practice.
This is where factors such as internal linking strategy come into play. At this point, it might help to imagine Google’s bots that crawl the site as people – when they land on your site, they will read the content and click on the links as they find them. Implementing an internal linking strategy will take them straight to another of your pages, therefore extending your average page duration and general time spent on the site. This mimics the UX your customers will have too, so it is really important to focus on this in your on-site marketing strategy.
With Google crawling sites constantly, your on-site marketing strategy is a must and should be an on-going process. Without it, your rankings will remain low, as will your website visibility.
At Media Street, we would always recommend an integrated approach, incorporating both on and off-site techniques. Off-site tactics can include:
Each service is beneficial in their own way to any business and we will always try to achieve the most success out of your budget.
Whilst on-site strategy is beneficial when it comes to your rankings in the SERPs, you are likely to see much higher results and business growth from using an integrated marketing strategy. Media Street is a full-service digital agency offering a wide range of marketing services to small to medium businesses across the UK and Europe. To find out how our team of experts could help your business, get in touch today.