There is a close connection between SEO, social media and content, and that is why we always urge clients to invest time and resource in all three elements.
An essential precursor to SEO is to ensure that your website is fit for purpose and, ideally, that your social platforms are active and that you have a plan in place to create regular good quality content.
Unlike PPC and other forms of digital advertising, SEO results are not immediate. It takes time to work one’s way up the rankings, often measured in terms of months or even years. However, if you have invested in the planning phase to make sure that you are targeting the most effective keywords, it will be worth it. The best strategy is to have a dynamic keyword policy using online tools that continually seeks new phrases that are likely to deliver quality traffic.
We sometimes recommend that SEO activity is either supported or preceded by a short PPC testing period. This can cost-effectively check whether traffic generated by keywords identified during the planning process is in line with Google’s predictions, and it will allow us to identify other keywords that may deliver high quality traffic that we ought to focus on for SEO purposes. We always focus on specific keywords first, with different tiers of importance, and review these lists on an ongoing basis.