SEO & Content – A Symbiotic Relationship

Wednesday, 2 December 2015  |  Posted in: Articles  |  4min read

Two key ingredients to a successful website are precise SEO and relevant content. One of the reasons they are ‘key’ is because they feed off each other and work hand in hand. More about that later.


SEO (Search Engine Optimisation)

“If you build it, they will come.” It’s a great line from the movie ‘Field of Dreams’ but if you aren’t Kevin Costner discussing a baseball diamond in the middle of a corn field, building a great website does not automatically guarantee anyone is going to see it let alone engage with it and your business. You have to tell people you exist and more importantly, you have to offer answers to the questions your intended audience is asking a search engine to solve. Being relevant to the consumer needs to be proven. SEO helps you do that.

Getting keywords and questions linked to a website is a constant moving game that requires an analytical attention to detail and a sound understanding of what questions people want answers to. Making sure key words and phrases used in your content are registered with Google and showing the search engine you have the answers people are searching for gets your website high on the list of returned search results and gives your site a greater chance of being navigated to from a question asked by a user.

‘Surfing’ the web used to be a hit and miss affair where if you didn’t know what to search for, you had a slim chance of finding what you wanted. These days, search engines like Google, have extremely complex algorithms that crawl websites across the internet and marry keywords and phrases to the questions being asked of it. As a user, it means it’s easier than ever to find what you seek. As a website owner, it means supplying as much information to Google as you can about your content so that those matches can be realised.


Relevant Content

What you say on your web pages needs to be engaging, fresh and most importantly relevant to what people search for. This is the basis of Inbound Marketing. Not only should you tell a user what you want to say about your business, you must also provide them with the information they need or want to experience – usually by providing answers to the questions they have. This is the link to SEO.

Your keywords and phrases need to match your content. You can’t decide you’d like to target the surfing enthusiasts for your cake making business so give Google key words like ‘gnarly waves’ or ‘rolling tubes’ unless they happen to be well known brands of icing. Google sees through cheap tricks like that. In years gone by, you may have searched for a key word only to be given a bizarre website that has absolutely no relevance to what you searched for. For quite some time now, Google has penalised websites if the search tags do not match the content being served to the end user. Your site’s content is being crawled for key words that do just that. The more up to date your content is with both relevance and frequency of discussion, the more likely your website will be placed in front of the end user as a match to what they are looking for.

The Digital Embassy has an ‘SEO audit package’ that first reviews your website’s current SEO statistics, makes recommendations on enhancing SEO and leads to content discussions, planning and implementation to give a website the best chance of being found in the world wide web and being relevant to the consumer. All that leads to greater awareness for your brand and a higher chance of lead to sale conversion for your products.

If you’d like to know more about our SEO and Content products, begin a conversation here.

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