Before you start: SEO and Digital Marketing what's the difference?
SEO (Search Engine Optimisation) and Digital Marketing are seen to be one and the same, they are in fact, not. SEO is a technical undertaking - usually Optimising/Integrating a website and a business’s Online Ecosystem with search engines, while Digital Marketing can be viewed as advertising. Simply put, SEO is one of the tools used within digital marketing.
SEO concentrates more on technically complying to rules set by Search Engines in order to get free (Organic) traffic from search results - while other forms of Digital Marketing rely on paying for traffic, or a desired action somewhere else (For example: responding to a Facebook post or clicking a link in an email).
SEO and Digital Marketing are two separate disciplines, however, for both to work well, they need to work in tandem (Integrated effectively). If done right, both as a whole, can be used to effectively track, measure, cross-monitor and report meaningful data on campaigns, audiences, brand value and ROI, across all platforms being used.
What does this mean for SMEs?
For SMEs, SEO can provide a reasonably priced platform to start generating leads without a big outlay. A well-designed, well-built and well-SEO'd website goes a long way in making sure a business appears in online search results. With “70-80% of search engine users are only focusing on organic results" it goes without saying, that being Search Engine Compliant matters and will continue to grow in importance, as AI algorithms become more complex in the future.
How does Google’s AI see your website?
Google's algorithms are difficult to pin down for a number of reasons, one is that the system is continuously being refined as it learns and monitors your online info (content) according to specific criteria and best practices. This may seem like a huge hurdle for your business, but there are a number of Free Website Assessment Tools below to give you some direction as to basic compliance, and most offer options to fix what may be lacking.
Check your website technology
What technology was your website built with? Does this affect your SEO? Is the technology user-friendly and supported? Does it play well with Search Engines?
CLICK HERE TO CHECK YOUR WEBSITE'S TECHNOLOGY
Using WordPress? - How does your theme measure up?
Well-built, premium, supported themes will save you money in the long run and make Google love you, but which theme did your web designer use on your site?
CLICK HERE TO SEE WHAT THEME IS BEING USED ON YOUR WEBSITE
Read more about how to choose a reliable theme here
Check your web hosting server's performance
Website speed increases ranking in Search Engines like Google and faster pages result in greater customer engagement, retention, and conversion.
CHECK YOUR WEB SERVER PERFORMANCE
Check if your site is friendly to mobile device users and ranked in Google’s Mobile First Index
CLICK TO CHECK IF YOUR SITE IS MOBILE FRIENDLY
General SEO checkup (Overview)
Scan pages and identify issues from an SEO perspective
CLICK TO DO THE SEO CHECK
Google Search Console
Monitor your website's performance according to Google's webmaster guidelines.
GO TO YOUR GOOGLE SEARCH CONSOLE
Check your pages' structured data
Check what Google sees and make the appropriate adjustments.
CHECK STRUCTERED DATA
Check your pages' speed
Page speed is probably one of the most important aspects of SEO. Everything from server performance, image optimisation, website technology and on-site scripting, all play a part in your website's speed profile.
See what's slowing down your website
CLICK TO CHECK PAGE SPEED
Broken links on your website is bad for human visitors, search engine robots and your site’s SEO, fixing broken links is an important part of running a successful website.
CLICK TO CHECK FOR BROKEN LINKS
HTTP vs HTTPS
HTTPS prevents any third-party interference with how your website communicates with its users. These interferences can originate from hackers wishing to exploit your website's vulnerabilities, as well as intrusive companies that wish to "inject" their own advertisements on your website.
READ MORE ABOUT HTTPS
Checking and monitoring your backlinks
Links from reputable and high-authority websites will improve the ranking of your site. The wrong backlinks will cause huge headaches. This is one of the main reasons to check backlinks and also keep track of new ones.
CHECK YOUR BACKLINKS
Image optimisation means faster downloads in a visitors web browser and less data consumption.Formats like JPEG 2000, JPEG XR, and WebP often provide better compression than PNG or JPEG.
CLICK HERE TO OPTIMISE YOUR IMAGES
Also consider using an on-site plugin or service that will automatically convert your uploaded images to the optimal formats.
Holistic Integration SEO tools (Paid and Free)
Free Website and Ecosystem Assessment Tools that will analyse your site from a wider, deeper perspective with suggestions for improvement.