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Insight13 March 2012

SEO Specialists - The On page and Off page Optimisation People

Digital marketing revolves around several crucial elements. Each element plays its role in accomplishing the following tasks.

  • To push a website to the top of the search engine results page.
  • Convert hits generated from the above strategy into actual leads or sales.
  • Continuous monitoring of all the strategies including social media, so that marketing efforts result in a positive outcome. SEO specialists typically handle all the above chores, using optimisation and reporting techniques. Optimisation of a website is generally done by placing the right keywords at the right place on a webpage. It also includes manipulation of meta tags, creating leaner and more efficient web pages, keyword-rich content, building logical and powerful backlinks, and utilising H1 tags. This is also called on-page optimisation. All these tasks are undertaken to fetch a higher ranking on the search engine results page. SEO experts also perform off-page optimisation; this includes building backlinks and manipulating various metrics with the help of an analytic report tool. Standard reporting tools in analytics are not very informative as far as actionable pointers or insights are concerned. An SEO expert typically customises these reports by filtering data; to see the impact it has created in increasing a website's performance in terms of popularity, leads, and revenues. Creating a customised report is easy. Click the customise button on the actions menu bar. This typically loads the custom report builder. As mentioned above, SEO folks manipulate various parameters to find that perfect setting. For example, Google Analytics allows users to create various customised reports which help them with the following: Conversion rate: Customised reports provide indicators that can be worked upon to improve conversion rates. This is done on a trial-and-error basis. As an expert, you can try adding various metric groups and check out the results. Language by language success: Organic search results are based on keywords and the language in which the search is made. You can customise this metric for a language-by-language comparison. Ad distribution network success rate: Ad campaigns can span across many networks. Customised reports provide data across all affiliate programs. Filter data to find crucial insights. On the other hand, digital marketing consultants are people who more often than not look after off-page website optimisation. Off-site optimisation involves several tasks. Some of those are mentioned below.
  • Social media build-up
  • Popularising a company website via social media presence. Platforms such as Facebook, Twitter, and LinkedIn play an important role. Search engines love the comments, likes, dislikes, and views of users who are an integral part of the above-mentioned social networking sites. A strong presence typically fetches a better page rank in search engines.
  • Blog and Article marketing
  • Blogs and forums provide a knowledge hub to millions of internet users. People refer them to buy products and services. Back links provided by these sites help improve search engine rank.
  • Email marketing
  • Sending out emails is still in vogue. Marketers send them to customers regularly for various promotions.
  • Wireless marketing
  • SMS marketing is yet another option that marketers exploit.

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