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SEO helps you Increase your website traffic and optimise ranking

Various techniques, including SEO, can be used to optimise your website, e-commerce shop, or marketplace. SEO optimisation can attain organic traffic, which is highly profitable. Make the most of this opportunity by optimising your website for SEO.

What is search engine optimisation?

In the past, search engine optimisation targeted 4-5 different options, with Google being just one of them. However, the landscape has dramatically changed recently, with Google’s dominance making it the central focus of SEO strategies.

While SEO may require an initial investment to drive organic search traffic, it remains a highly effective and cost-efficient marketing channel, especially for start-ups. 

Ultimately, while cost is important, the return on investment is the primary factor when evaluating any marketing channel’s potential.

But what makes SEO as a channel cost-effective?

  1. Optimising content is a cost-effective way for most start-ups to improve SEO, as content production is one of the most expensive components of the process.
  2. Search engine optimisation fundamentals are straightforward and can be seamlessly integrated into content creation using a few straightforward strategies.
  3. By implementing a practical SEO approach and monitoring user behaviour, we can provide our audience with highly pertinent search results and distribute valuable content more effortlessly. This can lead to significantly increased conversion rates, surpassing paid advertising.

Why is search engine optimisation effective?

Search engine optimisation (SEO) is a powerful marketing channel that seamlessly complements other channels. By optimising headlines, images, and meta descriptions on landing pages, businesses can improve the quality of paid ads and reduce ad costs. 

With users turning to search engines for complex problems and longer search terms, longer content that explains solutions is becoming increasingly necessary. This trend is also evident using voice-controlled devices such as Google Home and Alexa. 

Additionally, users have grown more discerning and actively avoid paid ads due to their prevalence and unsolicited nature. To build trust with users, businesses must prioritise organic search results.

What SEO is and what does that do?

But what does SEO mean?

SEO stands for search engine optimisation and refers to optimising a website to improve its rankings. This process involves adhering to Google’s website optimisation guidelines, including well-known expectations and optimisation opportunities identified by SEO experts. It does not, however, include optimising the search engines themselves.

We distinguish 4 different areas
of SEO

These four areas are distinct, but closely related with strong influence on one another. To learn more about our SEO services click the button below.

Technical SEO
By optimising its technical aspects, the site's indexability is positively impacted.
Off-page SEO
Boost the site's credibility, trustworthiness, and value by incorporating referral links that point to it.
On-page SEO
Enhancing on-page content to efficiently target the desired keywords.
Local SEO
To boost local visibility and attract clients in a specific geographic area, implementing location-focused SEO is crucial for businesses.
SEO Features

What are the main areas of SEO?

The objective of this assessment is to enhance the technical proficiency of the website beyond the essential on-page SEO. The emergence of modern web technologies, particularly SPA (single page application), necessitates a unique level of preparation for SEO optimisation of applications developed on JavaScript frameworks. Technical SEO focuses on the crawlability, indexability, and displayability of web pages to satisfy search engine requirements.

Furthermore, Technical SEO involves optimising page loading speed or Core Web Vitals, Google's algorithm that links to loading speed. This challenge demands advanced programming and web technology skills, which are not commonly possessed by SEO professionals.

Effective optimisation involves enhancing a website's HTML code, content elements, and user-visible components to integrate desired keywords according to an SEO strategy. Proper website architecture design and optimisation are crucial for on-page SEO, particularly for websites with significant content libraries or web shops, where subsequent changes are limited. While many consider keyword research the most important tool for content optimisation, it is critical to categorise and organise keywords into topics to reinforce each other and extend reach.

Some mistakenly believe that web store content elements, such as product descriptions and categories, follow the same structure across platforms and do not require optimisation. However, optimising content elements can provide a competitive edge for webshops and is worth considering in search engine optimisation.

Google's Pagerank algorithm revolutionized search engines by measuring the number and quality of external links as indicators of content value. Each link was a vote for the algorithm, proving the content was valuable to users. Today, the algorithm has evolved, but quality external sources still determine the credibility of a website.

Off-page SEO strategies like PR articles, infographics, and videos, as well as regular content publication on internal and external sites, can increase credibility and showcase expertise to users. By producing and distributing valuable content, a website's reach and influence can soar.

Local SEO refers to targeting search terms that include the location of the search, which is particularly important for businesses with a physical presence or clients in one or more physical areas. This has retail premises, offices, gyms, and catering outlets. By optimizing for local search terms, such as "accounting firm London," businesses can reduce competition for individual keywords and increase the relevance of their landing pages to local searches.

Tools like Google Business Profile and Google Maps can also reach even more potential customers. If you have an office or a particular address to serve clients, having a local presence is essential for effective local SEO.

User behavior

The search intent

Users come to your site because you have relevant content that matches their search.

Aligning your content strategy with your SEO goals is crucial for optimising your rankings. This starts with targeting the right keywords and keyword groups to ensure you produce content that resonates with your target audience. 

Understanding user intent is also essential. By analysing how users behave when searching for solutions, you can identify the stage of their purchase journey and tailor your content accordingly. For instance, Google micro-moments are critical decision-making periods when users quickly seek information on their smartphones. 

By providing relevant content that addresses their needs during these moments, you can better engage your audience and convert them into customers.

Micromoments, as Google understands them, look like this:

  • I want to Know
  • I want to Know – I want to Go
  • I want to Go – I want to Go
  • I want to Buy – I want to go to Go

To optimise search engines, we must consider the information acquisition in our daily lives through action-oriented micro-moments

These moments shape the keywords we use in searches and are essential to remember. While Google recognises these micro-moments, they can be observed more straightforwardly, as described below.

Search intent – the broad search

Users searching for “running shoes” on a search engine are likely looking for a broad selection without a specific type in mind. While this initial search satisfies their interest, it only provides the most relevant results from an SEO perspective since the strongest brands are usually positioned for these keywords. 

Therefore, there may be better uses of our time and energy to focus solely on these keywords as our main product. Instead, we should consider creating content more generally related to running, such as “How to Choose the Right Running Shoes?” This approach will allow our users to narrow their search and find the most suitable products while increasing our search engine visibility.

Search intent – the problem-focused search

When users search for “best-running shoe for knee pain,” they actively seek a solution to a specific problem and are likely interested in purchasing. While this search query may seem broad, it narrows down the competition and presents a valuable opportunity for targeted content creation. 

Additionally, the health implications of this topic offer even more potential for engaging content that resonates with the user. Therefore, it’s worth investing in creating high-quality content that addresses this search query.

Search intent – the decision

A helpful strategy is to compare 2-3 options at the end of our orientation process. To do this, try searching for “Comparison of Nike XY and Adidas YX.” Our ultimate goal is to choose the best product for our needs.

 This scenario often arises when neither brand has convinced us to purchase, so we search for the cheapest option. If cost is a significant factor, you might also search for “Nike XY running shoe prices.”

Search intent – the purchase

We intend to make immediate sales when obstacles are removed and wallets are opened. As a brand, our success can be measured by customer search terms. For example, if customers search for “Nike Air Max running shoes JD Sport” or directly navigate to the brand’s running shoe page, they will likely immediately purchase. 

However, if we have not effectively marketed our product, the customer may search for “Nike XY (other brands or webshops) running shoes purchase” and buy from a competitor. We must do an excellent job in all phases of marketing to ensure our customers find what they’re looking for and purchase with us.

How do you influence search intent?

Our primary objective is to assist customers in making informed decisions by providing pertinent content that addresses their queries or solves their problems. By targeting their intent, we can generate valuable and helpful material that fosters brand loyalty and long-term customer engagement. 

It’s critical to remember that running shoes eventually need replacing, and we want customers to return to us for their next purchase. Search engine optimisation allows us to reach a wider audience by optimising our content for search engines.

Do you Have a Question?

How to do SEO?

The process of SEO

Getting SEO right is a marathon, not a sprint. It’s about playing the long game, especially for smaller sites or those with static content, which might see quick wins but shouldn’t hold their breath for instant miracles. This journey is more about providing valuable information than a quick grab for customer attention.

Search engines like Google take their sweet time to notice and record changes to your site. That’s why it’s wise to focus on what moves the needle, ensuring you spend your energy on tasks that truly matter.

Understanding SEO as a long-haul flight means you’re better equipped to handle it with a strategic mindset, paving the way for a solid online presence that lasts.

The Audit:

An SEO pro will analyse your site using tools like Google Analytics or Search Console to determine your market position and competition. The goal is to hand over a report that’s not just a list of issues but a roadmap of prioritised actions for climbing up those search rankings.

The Strategy:

Cracking the SEO code hinges on crafting a strategy that fits your overall marketing plan and outlines a clear path for making it all happen. It’s about getting everyone on the same page and presenting a united front.

The Implementation:

Without solid project management, even the best-laid SEO plans can falter. Success lies in meticulous management, ensuring each task is under the watchful eye of someone who knows their stuff and is backed by clear communication.

Measurements and Reports:

The myth that SEO is as mysterious as a black box couldn’t be farther from the truth. Sure, it’s about more than just climbing the keyword ladder. Real SEO pros focus on metrics that matter, like how organic traffic is growing, how often it converts, and the way content is consumed.

At Qlickwise, we tailor measurement plans for each client, setting clear KPIs and tracking metrics that align with your business goals. This transparent approach demystifies SEO, showing it as the valuable, measurable asset it is for your long-term success and bottom line.

How to do SEO?

The role of Content Marketing in SEO

Content marketing and search engine optimization (SEO) are closely linked. In the past, simply building many links was enough to boost website rankings. However, thanks to machine learning, Google’s search engine has become much more intelligent, making it much more difficult to deceive search bots. 

As a result, quality content and links have become the most important factors in SEO, and we must pay close attention to where and what we publish. Content now plays a more critical role than ever before.

By publishing content in the right place at the right time and targeting the right search intent, we can guide visitors through the user journey to conversion, thereby making SEO strategies more effective. 

Content marketing and SEO go hand in hand, with more innovative campaigns leading to better and more measurable user behaviour. This ultimately allows us to create a user dataset to better target our audience.

At Qlickwise, we prioritize content and work on short- and long-term campaigns. This approach ensures quick results while optimizing your website to achieve your long-term goals.

This article provides more information about what we mean by content marketing and how we approach a content marketing campaign.

Choosign the right partner

How to choose an SEO agency?

Looking beyond traditional web technologies and programming principles is essential to choosing an SEO professional or agency effectively. A good SEO specialist should have comprehensive marketing knowledge, including paid and organic channels, web processes, and different web technologies.

It is also crucial to consider their expertise in content production and marketing, as optimising content for keywords is one of the main goals of search engine optimisation.

Before choosing an agency, initiate a conversation to understand their expertise, communication style, and personalities. A successful partnership requires a longer-term commitment from both sides.

Ultimately, it is essential to work with someone with credentials beyond the basics of SEO and skills that will help your business grow in the long term. Take advantage of the benefits of search engine optimisation—if you have any questions or need advice, contact us!


Frequently Asked Questions

What is search engine optimisation (SEO)?
Search engine optimisation, or SEO, is a marketing activity that helps to increase a website's position on Google search and improve its traffic from organic search results pages (Google search).
What is the purpose of search engine optimisation?
Search engine optimisation aims to identify technical errors or deficiencies on a site, correct them, improve its organic position, and increase its traffic from organic search.

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