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SEO stands for Search Engine Optimisation and is a collective term for everything that improves the organic findability of a web page in search engines. By making good use of SEO techniques, it is not only possible to attract more, but also the right visitors to the desired web pages. Components of a SEO strategy are:

  • Technical optimisation
  • Content optimisation 
  • Link building

Many companies that have an online presence have a lot to do with SEO, because they mostly want to generate digital traffic from search engines. The largest part comes from Google, but you also have for example Bing and DuckDuckGo. These organic search results are found on the search results pages (in online marketing language also known as SERP: Search Engine Result Page) directly below the paid search results (e.g. Google AdWords or Bing Ads).

I know the meaning of SEO, but how does SEO actually work?

In order to explain how SEO marketing works, we need to explain how the techniques work that provide an excellent SEO optimised website. Optimising your website consists of various actions that together ensure that the overall SEO value of your website goes up. These actions include:

  • Keyword research
  • Determining what the most important keywords are
  • Writing clear and relevant content
  • Writing for your target group
  • Link building
  • Making sure your "business card" is in order. Your meta data!

Why should I use SEO for my business?

It is very simple! You use SEO to reach your target group, to generate traffic to your webpage or website and to bring in leads from there. To achieve this, you must be visible in the search engines. Over 90% of Dutch people start their search for information about a product, service or company in a search engine. To ensure that you are the first to appear in Google, SEO is a component that should not be forgotten in your SEO marketing strategy.

Keyword research

You want to optimise a web page, for example, to get more leads, but where should you start? Right, the beginning of a good SEO marketing strategy is often keyword research. A keyword research determines where your web page needs to be found. What volume does the keyword have? How much competition does the keyword have? Does the keyword consist of one or more words? 

When you have researched this and have a clear picture of your most important keywords, you can take the next step. The next step is to create content by, for example, writing texts about the keyword you have determined. 

Write content for your visitors

In the first place, you always want to write your webpage for the reader. Therefore, make sure the content on the page is relevant and understandable for the visitor. For example, if you sprinkle keywords all over your page in an attempt to optimise your website, this will be at the expense of the content and Google may even penalise you for this. It can be called keyword stuffing and Google sees this as "deliberately manipulating" the content you create. Search engines like Google see how and whether visitors appreciate your content, and they adjust their ranking accordingly. Google also keeps track of how long visitors spend on your website and how often they click through or click away. However, if your content is not properly optimised, your web page will not appear high up in Google's search results either. Are you unable to expand your reach and reach the right target group in large numbers? Try another form of marketing, such as influencer marketing.

Optimise for important keywords

When users search in Google, they will unknowingly enter keywords to search for. The aim is that your website is found with those keywords. For example, when someone searches for "bicycle mechanic Tilburg", and you have a bicycle mechanic in Tilburg, you probably want to be found for that search and have your website displayed. Unfortunately this is not easy, Google must show that your website is relevant for this search. Google's goal is to make it as easy as possible for the user (also known as the searcher) by providing the best and most relevant information available. 

I want my website to be valuable according to others

This is possible and of course very smart. Google evaluates your website not only on relevant information, keywords, user-friendliness and meta data. Google will also judge your website on whether people find your website important. Google can measure this by the amount of traffic and clicks and time spent on your website. Another important way is linking. Also called link building. When your website has many links to your website, Google will see this as valuable, because why would a website link to your website? Right, a website will only do this if they think your website has relevant information and is valuable for the visitors it has. Not many people know about link building, but it is extremely important to do. 

Use clear meta data

Metadata or meta information is actually 'information about information'. In short, the meta data is the entire structure of a website, separate from the content. Think of the use of the correct formatting of the following elements:

  • Page titles
  • Structure of the texts
  • URLs
  • Meta descriptions
  • Breadcrumbs
  • Internal links
  • External links

Search engines are smart and use robots (also called crawlers, bots or spiders) to scan your website, understand the subject of your website and eventually index it. Neat and optimised meta data ensure that these so-called robots understand your website better. A search engine will show your website higher in the search results page than websites for which this data has not been optimised.

What should I take into account with SEO marketing?

The above mentioned points are of course very important to follow, but there are always points that you do not really take into account and that are still important to keep in mind. 

SEO is a long-term strategy! Creating a webpage and appearing in Google is not difficult, but a high position in Google in the unpaid search results (SEO) can take weeks or sometimes even months.

  1. Google offers less and less insight into search terms (the words your visitors use in Google). For example, you cannot see which keywords brought someone to your website. 
  2. The result of SEO is difficult to measure. It is difficult to compare the number of hours you spend on SEO with the average position in Google (and what this position actually brings you).
  3. The unpaid results are sometimes not visible without first scrolling down.
  4. Results with SEO are, provided you have kept track of them, permanent while advertising in Google is not. Your accumulated results are permanent, unless someone "beats" your website and comes on your site. 
  5. Once you are found in Google, the clicks on your results are free. If you as an entrepreneur do your online marketing yourself, then SEO costs relatively little: it is primarily an investment in time and effort. Unless you hire an online marketing agency. Then of course there are costs involved.

My SEO strategy is in place and has been implemented. Now what?

You have done keyword research, technical optimization that makes your website work, your website is clear and understandable for visitors and you have been busy with link building. Everything is in order, but you don't really have an idea if it works and if you need to adjust anything.

The numbers tell the tale! If you decide to get started with SEO marketing, the numbers are important too. You just want to know if all that time and effort that you've put into it, are also paying off in terms of, for example, traffic to your website, lead generation and maybe even more sales.

The smart thing to do is to keep track of this through certain programs and software. A number of frequently used programs and software are Google Analytics and SEMrush. In these programs, you can see exactly what the traffic is, what the traffic is doing, in what numbers it comes, whether it reaches your goals (leads, sales, traffic, etc.) and much more. Everything is very simple and clearly expressed in figures. Very nice, because this way you can keep an eye on everything and adjust where and when necessary. 

Outsource SEO marketing?

For many entrepreneurs and marketers, it is a complicated and time-consuming process to set up a successful SEO marketing campaign. Therefore, it is definitely a good idea to think about outsourcing SEO marketing. You can confidently leave it to the experts at Digital Newsgroup. SEO marketing is important for every business, regardless of how big or small it is. The aim is to ultimately achieve a better position in the most well-known search engine, Google.

Looking for an SEO marketing agency?

Are you completely convinced that your company needs SEO marketing? That is good to hear! At our digital marketing agency in Tilburg, you are in the right place. We have several specialists who will help your company get a top position in Google. Besides SEO marketing, we are also experienced in multiple forms of modern marketing techniques, including digital marketing and online marketing. Curious about the SEO marketing rates for your company? Please contact us by e-mail or phone, or have a look at our contact page.


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