This Guernsey digital marketing article is about how to get your website ranking high in the search engines, especially Google with off-page SEO.
Digital Marketing is a collective term for marketing on the internet or online. There are a number of digital channels that marketers have at their disposal such as email marketing, social media, search engine marketing (SEM) which includes pay-per-click (PPC) and search engine optimization (SEO), content marketing, video, affiliate marketing and podcasts.
There are a dozen or so digital marketing companies and website designers in Guernsey that are doing a great job in most of the above marketing channels.
The problem is that when the website is launched, they don’t know how to promote it properly with off-page optimisation. This is basically link building to your website.
That is my job.
Digital Marketing On-Page Optimisation
To be honest with you, I have seen some new websites that look wonderful, but the content leaves a lot to be desired; the on-page optimisation. They know how to build websites but they don’t understand content marketing, creating content in particular.
Say if you had a website about digital marketing in Guernsey and your company was called “Donkey Work“, you had a website built and your URL (website address) was donkeywork.gg.
If you were a well-known established company and brand, you would get website visitors to your website without question because people would be searching for your company name.
Let me show you. See the image below about one of my websites for example. It appears at the top of Google for the company name, acorn2oak-fx.
This is great that you have a website and that people are searching for your company name. Your visitors can find out about your services, opening times, prices etc.
The problem is if your potential visitors to your site are searching for a more generic keyword or search term.
In the “Donkey Work” example, if your were to search for “Guernsey digital marketing” and your website wasn’t optimised for that search term, your website would not appear for it.
This would mean that you are losing all the potential customers that search for it, and that means lots of money or leads going to a competitor, not to mention the loss of brand building.
If you check out the image below about my acorn2oak site, if you type in a generic keyword “forex investment opportunities”, my website appears in position 2. My webpage is optimised for that search term.
See what I am doing here?
This page is optimised for “Guernsey digital marketing”. It has it in the title, the meta description and I have mentioned the term several times in the text.
Not only that, but this article has many LSI (Latent Semantic Indexing) keywords in it, keywords that are contextually related to the search phrase.
Google loves this.
Although I am very good at optimising content to rank websites, that is not my objective. I will however, have to check your website to see if I can get it to rank in Google.
As I said, some content is not good and it might be difficult to get the site ranked, so it will have to be amended slightly.
My Job is –
The off-page optimisation element is my focus of expertise within digital marketing.
It is an absolutely massive subject and one that is constantly changing as Google changes its ranking factors on a very regular basis.
There are over 200 ranking factors that go into Google’s algorithm that decides where to place a website in its search results.
The term off-page optimisation is used for anything that doesn’t take place on the actual website itself.
Basically driving traffic to your website though actions taken outside of your own website and to influence your position within the SERPs (search engine results pages).
Backlink creation is the nucleus of off-page SOE. Search engines, Google predominantly, use backlinks as an endorsement from other websites to the quality of the site that is being linked to.
Therefore, a site with a lot of backlinks that come from websites that have a high domain and/or page authority, will typically rank in a higher position than a similar site with fewer and less powerful backlinks.
There are many ways to get backlinks.
Naturally occurring (organic) backlinks, are some of the best ones that you can get. These are backlinks that other website owners have put on their website linking to your site because they like the content that you have on your website.
They think that it will be a benefit to their website visitors.
In order to gain natural backlinks, your content needs to worthwhile linking to, so it must be very informative, interesting and captivating. You need to spend time and sometimes money creating great content.
Broken link building is another digital marketing technique for acquiring links from websites.
You need to find websites that have broken links on their sites, find out what those links pointed to, create a better piece of content than the original and then reach out to the owner of the site with the broken links and ask them to replace the broken links with new links to your superior content.
Check out the image below to see some of the other ways to get backlinks.
The Google algorithm is very very clever and you need to feed it what it wants.
Your website can get penalised if you break the rules. It could get relegated in the SERPs of even de-indexed completely. It can be reversed but it can be long winded and expensive to recover from.
Things that can get you penalised are –
Building backlinks too quickly. You ideally have to start off with social signals and then build links slowly at first and then increase intensity and keep building consistently and evenly.
If you build 100 links per day from the off, you will be penalised. If after a year into your website you throw 500 links at it, you could be penalised. Once it is established and has good domain authority, you should be safe.
Unnatural anchor text. Anchor text is the text that links to your site such as guernseydonkeyseo.co.uk or Guernsey SEO. Google uses anchor text as a clue to what your site is about.
If you had Guernsey Digital Marketing SEO as the same anchor text time and again, you would be penalised.
Links from spam websites. Whatever you do, DO NOT PAY for links from companies that say they can get you hundreds of links for $100.
These types of “SEO Experts” use all types of black hat techniques that will get you penalised. They use link farms and blog networks that, if they are not already banned by Google, they soon will be, along with your website.
I have been digital marketing here in Guernsey for many years so I understand what it takes to get a website ranking, not only in Guernsey but globally.
If you want to talk about anything to do with digital marketing in general, or SEO in particular, please don’t hesitate to give me an email firstname.lastname@example.org.