Google SEO & Search Engine Marketing Services

The Threefold Mission of Search Engine Optimisation

A question that is often debated is “What is SEO?”, many think it’s about creating keyword optimised pages, others think it’s about creating Google friendly site architecture, you have those who think it’s all about quality content and those who think it’s all about links.

Whilst all of the above are valuable SEO techniques, none of them describe SEO in a broad sense.

So what is it? Is it ranking higher on Google? Is it simply driving organic traffic to your pages? Well in my opinion SEO or search engine optimisation (or even optimization for those of you over the pond) is so much more than this; SEO in my mind is quite simply the most powerful marketing tool you could ever want.

In this post I am going to try and explain what I mean, I am going to go through what I think is the threefold mission of SEO, (by the way that’s just a term I made up :) )

seo explained

As you can see from the above image I believe the 3 main areas of SEO marketing are core market ranking, brand promotion and long tail optimisation, all are needed in a successful SEO campaign but let’s break this down a little.

Brand Promotion

How do we promote our brand through SEO?

Well it’s simple really, as your site grows more people will become aware of your services/product and if your good at what you do your brand may be passed by word of mouth, how valuable do you think it would be for someone to say “simply search [you brand] on Google and they’ll pop up”?

Let me show you something before we go any further;
seo wizz

As you can see last month there were 160 clicks on my site from keywords including my brand, now I know the figure isn’t huge but as the brand grows so will the traffic.

Think about it, it’s not just word of mouth business, say a visitor somehow drops on one of your pages, reads and likes it but forgets to bookmark it or subscribe, they come online the next day and fancy reading your content again, how are they going to find you? Probably by typing your brand into Google.

Ranking for your brand is something you need to implement immediately and it is so easy. If you have a solid link profile the chances are you already rank, however its good practice to try and get your brand name in your title tag.

If your site is new it is best to start by creating some social media profiles using your brand name, these will rank quickly and help channel traffic searching for your brand to your actual site.

Long Tail Optimisation

OK I know I have banged on about this enough so I will keep it short.

Long tail optimisation is optimising your deep content for low competition keyword variations, it’s a slow way of building traffic but one that will pay huge dividends.

Read my post here on long tail optimisation.

Once you have mastered this optimisation technique you will be able to grow your organic traffic with every new bit of content you add to your site.

Long tail traffic will not convert as well as precision targeted traffic but with a little keyword research before each new post or article and over time you will see a profitable return.

Core Market Ranking

At the start of any SEO campaign we do our keyword research and we identify our core market, or the keywords with the most amount of traffic and profitability.

These keywords are going to be the hardest to rank for and it may take you up to a year or even two years before ranking for your most competitive term.

This is very much a long term aspect of your search engine strategy but when you land this one it can take your business from minor profitability to huge profitability.

Your homepage will usually be targeted at these keywords and this is where the majority of your link building will be focused, I’d say as much as 80% of your link building efforts need to be aimed at landing these terms. The long tail and branding is not about links as long as the content is there the rest will take care of itself, the power keywords on the other hand require huge link building efforts and your aim should be the top 5 if not the number 1.

Conclusion

So why is it important to implement a full SEO strategy?

If you only concentrate on your core market it will take you years to see results and you will probably give up, if you only concentrate on branding and long tail optimisation your simply missing out on huge earning potential.

You need to incorporate all these strategies to create a successful campaign and this in my opinion is what SEO is, using Google as a platform for marketing your business on multiple levels.

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Author: Tim (296 Articles)

is the owner and editor of SEO wizz and has been involved in the search engine marketing industry for over 9 years. He has worked with multiple businesses across many verticals, creating and implementing search marketing strategies for companies in the UK, US and across Europe. Tim is also the Director of Search at Branded3, a Digital Marketing & SEO Agency based in the UK.

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{ 8 comments… read them below or add one }

PotatoChef November 8, 2009 at 9:27 pm

I agree. Brand Promotion is important. Having a easy to remember brand is also very important. I have typed seowizz into google myself on several occasions. It is a easy name to remember.

I think that no matter how many times you and many other seo people talk about the long tail most people either do not get it or just refuse to believe it. I have had a year to look at data on one of my sites and have become a firm believer in the long tail. If your not a believer chances are you won’t be around for too long. And if you do happen to stick around not many people will find you.

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Tim November 9, 2009 at 6:06 am

Hi Pchef,

The problem with forgetting the longtail and simply focusing on the fat keywords is that in effect you are limiting your success. Lets say you rank ‘car insurance’ and a handful of variations, but have not filled your domain with diverse content. Ranking for 1 keyword is not going to make your site profitable and once your there your site growth is finished, implementing long tails means the traffic you can drive to your site is limitless, sure it comes in small bursts but over time they add up to a lot more.

I personally believe every site should have a longtail plan whether a commercial or informational site.

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Andrew @ webuildyourblog.com November 9, 2009 at 12:00 am

Great article. This is the first time I’ve seen SEO explained in this way. Normally articles just talk about one of the ways you mention.

I’ve gone down the route of focussing too much on “Long Tail Optimisation” and “Brand” and not so much on the Core.

I now need to get the percentages more aligned across all 3 areas.

Thanks, Tim.

Andrew

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Tim November 9, 2009 at 6:02 am

Hi Andrew,

The longtail and branding are the quickest to get rolling however you have to have the big keyword chasing going on in the background. It will take anywhere up to 2 years before you start seeing the fruits but I guess you simply have to think of all that traffic.

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Ricky November 10, 2009 at 11:54 pm

I am a fan of your long tail post. It really helped me a lot. You know after reading the tips on your website I have started getting good traffic. You can see my alexa as well http://alexa.com/siteinfo/techgenuine.com
I am still new in this field. One small request why don’t you use “Subscribe to comment” plugin. It will be good for the readers to track down the activities of your blog.
How important is keyword variation? How do decide the limit of the keywords of the article? I know it may sounds silly but I need to learn it. Is there any other free tool apart from Google’s external keyword tool?

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Tim November 11, 2009 at 6:08 am

Hi Ricky,

Glad to here you efforts are starting to pay off.

When it comes to keyword variations there really is no limits as long as you can make the article as natural as possible. When I work on a new post or article I tend to have around 15 variations in the sidebar. There are many keyword tools available, msnadcentre, yahoo search marketing, wordtracker etc all are pretty good but I have always found googles to be the most accurate.

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Ricky November 11, 2009 at 7:46 pm

Hi Tim thank you for the advise. I usually use 10-12 keyword phrase per post. I am happy to see that i am not overdoing it.

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Tim November 12, 2009 at 2:26 am

Hi Rcky,

Sorry I didn’t respond to your question about comment subscribing, it is something on the agenda just need to upload the plugin.

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