Unless you incorporate a comprehensive SEO strategy into your online build you are in big trouble. Along with ensuring your content is relevant and your technology robust, this is the most important element to consider – it is the main influencing factor to increase performance and should be viewed in relation to not only the technical build, but the marketing and supporting strategies.
Our client’s benefit from having management processes built around their business, for instance our bespoke Content Management System’s are tailored to deliver efficient content publishing (naturally); but they also management the SEO aspects, treating information updates, product and service content and how they are to be search/promoted online as one seamless process, adding client value saving time and money.
Building a regularly updated compliant accessible site delivers positive results; this can naturally be supported by online advertising campaigns, which will also work; but our experience demonstrates that unless the site already has a robust SEO, any increase in traffic stemming from Advertising investment can be short-lived.
As the site evolves through efficient management of the SEO process the site just keeps getting better as more content is updated and logged by search engines. This is a low cost approach in comparison to advertising, although that should not be dismissed!
The balance between the two skills are reviewed as part of our consultancy service, each client has different needs and priorities, taking into consideration not only the product or services exposure, but the more abstract elements such as brand image and company ethics – we always focus on the business plan as much as the technical processes, one does not deliver without the other.