SEO

Search Engine Optimization is the practice of increasing both the quality and quantity of website traffic and the exposure of the organization through non-paid search results. It tries to analyse what type of content users are searching for online and the keywords being used.

Why is SEO important?

Though paid advertising and social media are generating more and more traffic towards websites,however, the majority of the traffic is still driven by search engines. It is also the only online marketing channel if set up properly and the content is valuable to rank for the correct keywords, the website traffic will snowball overtime without continual funding to attract traffic.

Should the organisation hire an expert or do it by themselves?

Depending on the resources available, it actually isn’t hard to learn the basics of SEO and perform it yourself. We will provide you with more resources in a later post on how to become a SEO expert yourself.

Or if you prefer to have an expert on-site remember to search for the company that utilises the correct SEO techniques and provide good quality services.

White hat vs. Black hat SEO

These are two common methods used when optimising your search results:

• White hat SEO

This is the strategy that follows search engine rule, primarily focused on providing more value to users

• Black hat SEO

Techniques and strategies that attempt to spam/fool search engines, this puts websites at risk of being penalized or de-indexed and has ethical implications

Fulling user needs

Anytime when people tries to search for something, they are looking for a desirable outcome being:

• Informational

Searching for information, for example “Which non-profit organization is organizing fundraising at the moment?”

• Navigational

Users search for specific websites or terms, for example “MarketAid.”

• Transactional

This happens when users are trying to make a purchase, for example “ Sustainable drinking straws”

Providing relevant and valuable information on your website will allow the organisation to be ranked higher in search results so more viewers can see the website and click through. What’s more this establishes the reliability and credibility of the website.