SEO is the marketing method which aims to increase rankings in search engines such as Google through three main approaches; Content, Backlinks & Technical. Technical SEO is essentially a rudimentary offshoot of web development. It’s all about making sure you have a good site speed, you’re using an SSL, implementing schema and using the correct metatags along with many others. Content with regards to SEO is about creating good landing pages featuring the keywords that you want to rank for alongside high-quality blog content which is used to support your landing pages with blog content discussing the services you offer. Backlinks refer to links from other websites back to your website. There is a whole discipline dedicated to link generation which can take on various forms such as outreaching your content for the purpose of link-building and guest posting.
SEO isn’t just about ranking for the most obvious keyword related to your business SEO is about trying to find keywords with a low competition and a high search volume whilst also having a high intent related to your business. Through blog content SEO also looks at creating blog content that either answers questions or has a title that someone is likely to search for to get information the will create engagement and awareness for your brand. It also creates traffic that’s great for remarketing through platforms such as a Facebook pixel or Google Ads. Whilst SEO is focused on rankings most good SEO agencies will also focus on the layout of your website and how likely it is for your search traffic to translate into a lead or sale.
Local SEO is the approach to SEO that focuses on traffic from your local area, this is particularly useful if you run a business which requires people to visit a physical location in order to conduct business such as a mechanic, hairdresser or building services. Whilst most of the procedures from regular SEO needs to be incorporated in local SEO, there should also be a focus on creating a well-developed Google My Business page and ensuring you have a high number of reviews in Google maps. Creating several of what is known as a citation which includes your name, address and phone number in local directories is also highly beneficial to local SEO. Finally, another tactic to local SEO is simply targeting localised keywords.