Account Manager Ed Culham gives some tips on how to boost your website SEO and ranking. 

The importance of SEO 

Building a strong SEO framework and continually striving to improve website SEO is crucial in a hyper-competitive digital landscape. Website SEO can be strengthened through internal linking, but digital marketing campaigns are some of the most effective ways of enhancing brand visibility, driving organic website traffic and building brand authority. If these things are coordinated, then this can help your website and brand shoot up Google’s rankings. 

Ways of improving SEO 

Digital Marketing Campaigns 

Digital marketing campaigns can improve SEO though several key areas. 

• Enhance brand visibility 

Well targeted digital PR campaigns should be effective in placing a brand’s name in high-quality, authoritative media titles. In doing so, they enhance a brand’s visibility not just to potential consumers, but also to Google’s algorithm. 

Websites that rank highly – as measured by industry metrics such as ‘Domain Authority’ (a measure for ranking websites created by Moz.com) are particularly valuable places to gain brand coverage. It should be noted that Google does not use Domain Authority as a measure itself, but it is still a good guide to more authoritative sources. 

Enhanced visibility in turn increases consumer recognition and builds trust.  

• Drive Organic Website traffic 

More valuable than simply getting your brand listed in an online publication is securing a link. These might be follow or no follow links and both help drive organic traffic to your brand’s website. 

It goes without saying that once someone clicks on a link and is diverted to a website they are immediately in closer proximity to the brand and potentially influenced by what it may have to offer. 

The more links a brand has across high-authority, high-ranking publications in SEO terms, the more highly the site is likely to rank in competitive terms and the more traffic they can potentially drive to their website. 

• Building Brand Authority 

While brand visibility can be significantly increased through one hard-hitting PR campaign, building brand authority usually takes more time. To successfully build a brand and improve it’s SEO through digital PR campaigns, you need to be landing regular coverage and, more importantly, in authoritative sources.  

Each of these mentions, and hopefully links, helps build credibility for your brand and contributes to topical authority. A positive sign of an enhanced and strengthening brand from an SEO point of view is increased search volume. 

Content strategy 

Content that best answers user questions ranks highest when it comes to SEO. 

• Analyse Competitor Activity 

Checking what competing brands are doing well and could do better will help you develop targeted, high-quality content that stands out from the competition. 

• Publish high-quality content 

Quality content keeps visitors on a website for longer and over time builds website authority. Focus on following the pattern of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) when publishing content. 

• Update old content 

Old content quickly slips down Google’s algorithm, while content that is regularly amended and updated continues to be valuable for SEO. 

On-Page SEO 

• Internal linking 

Building a web of internal links helps to promote engagement with a website as a whole and keeps visitors there for longer. It also helps to build page authority over time. 

• Include Keywords 

Keywords are picked up by Google’s algorithm and contribute to a higher ranking in SEO terms. 

• Use Concise URLs 

Short, concise URLs that include keywords help articles rank higher. 

Ways SITA can help your brand 

At Square in the Air, we are specialists in creating tailored digital PR campaigns to help brands get cut through and gain significant coverage in the media. Through consistent and wide-reaching PR campaigns we enhance brands’ visibility, make them more authoritative and drive traffic to their websites. 

As well as this approach, we regularly assess competitors in the space, remaining ahead of the competition, and publish and update the highest quality content. 

With our specialist copywriting team, we also build strong on-page SEO for news sites. 

If these services sound of interest to your brand, be sure to get in contact.