SEO, or Search Engine Optimisation, is at the centre of any modern business.
We have discussed previously how digital analytics can help inform and improve better strategies with the example of our case study on Revolut. Now we want to show the different measures they took that can be transferable to any other organisation seeking to improve their competitive footing in search engine results.
According to Moz.com, SEO “is the practice of increasing the quantity and quality of traffic to your website through organic search engine results”.
One such way to optimise your position in search results is to ensure your website is keyword optimised. Search Engines include Google, Bing, Firefox and more. In other words, SEO means ensuring that your website reflects the key objective of the business and contains the search terms your prospective customers will likely use. Google sends ‘crawlers’ through each website that creates an index, or a summary of what your website is, and what search queries it mostly aligns to. Your SEO specialist will work the magic of crafting together the search terms your customer uses (“keywords”) and how to provide relevant copy that will match this query, to ensure your website ranks on Search.
Maintaining relevance will ensure visitors brought to your website or digital channels are high quality and will find what they need from you. This results in organic traffic creation which results in more convertible visitors coming to your site and reduced bounce rates. For example with Revolut, they offer information on assets which customers want from their banking app as seen below:
(https://www.revolut.com/en-IE)
Revolut created an easy to use mobile application that made banking easy. Their copy is customer-friendly and offers a solution to the traditional pains of banking with efficiency and automated processes such as their Pockets feature.
This is surface level SEO. Digging deeper we will see that the process of indexing is more intricate. Search engine providers have become crafty to ensure customers are finding what they search for, thus marketers must evolve to stay abreast of this. Other factors that influence SEO are:
Social network traffic
Relevance (for example clear links, coherent title tags)
Traffic to your website
Backlinks
Site architecture - such as loading speeds, mobile optimisation etc.
If you are thinking about how to improve your SEO, consider the content on site. Does it look professional? What content is available? Many businesses use blogging as a way to create inbound traffic or position themselves as experts for customers to refer to. FAQ pages are another great way to answer search queries by your customers. Review your ranking regularly using your top keywords, and examine your positioning against your competitors. Measuring your performance regularly will ensure a competitive footing in the search result race.
It can be easy to become enveloped in the technical complexities of SEO but it always comes back to the customer, who should be at the centre of your strategy. Ultimately the SEO work is undertaken to understand their needs and tailor to them more accurately than competitors.
SEO cannot be built overnight. It takes time, strategy and knowledge of your customer to be successful. It is also important to understand SEO is a continuous process that should be monitored and adapted accordingly based on what your customers need - and search for. Revolut excelled in this regard by showing customers what they needed from a neo bank, and their success speaks volumes.
Interested to learn more about how improved SEO strategies can transform your business, contact us today.
References:
“What is SEO” Available at: https://moz.com/learn/seo/what-is-seo [Accessed: 02 March 2021]
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kelsey, T., 2017. Exploring SEO Certification. In Introduction to Search Engine Optimization (pp. 115-123). Apress, Berkeley, CA.
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