Search engine optimisation (SEO) is seen by many to be the most enigmatic of the digital marketing disciplines, but the reality is that this just isn’t the case. When it comes to delivering a successful campaign SEO is just like any other marketing discipline - it requires a strategy and an understanding of the channel through which you want to promote your business.

The hardest part is the understanding because search engines like Google are constantly making changes to the complex algorithms that determine the positions of websites within its index. We continuously analyse campaigns and any changes in activity in order to determine how even the smallest update will affect results and we possess a wealth of knowledge that enables us to deliver successful campaigns across all sectors.

The overall strategy is different for each campaign as it is determined by a range of criteria – such as the competitiveness of a sector – and we tailor our strategies to meet the needs of individual campaigns. However, when it comes to implementation, the techniques employed for each campaign are very similar as we consider ‘on page’ and ‘off page’ factors.

'On page' refers to the physical structure of a website and the content that is contained within. There is more than one way to build a website, a host of programming languages and just because you’ve spent a lot of money on your site it doesn’t mean that it's well optimised or search engine friendly.

The algorithm that is responsible for analysing a site prioritises the information it finds on a webpage and uses this to determine what a website is about and where it should be positioned in the index. We understand which elements are important and are able to implement these changes to ensure that all of the key criteria are met.

'Off page' factors are the elements that are not directly controlled, but can be influenced by undertaking a link building campaign to generate 'back-links'. A 'back-link' is a link back from one site to another and ‘link popularity’ is important in determining positions. It’s not about the number of links as this can have a negative affect on a site, but it’s about the quality and relevance of links.

We have a range of tools and techniques that we use to generate high quality and relevant back-links to a website. Our techniques include the use of article distribution, social media interaction, blogging, video marketing, and attaining authority links from high quality and relevant websites.

At Sayu we know what’s important and which techniques work. Ultimately, we understand that SEO is about working with the search engines and implementing best practice techniques that enable us to deliver successful campaigns.

If you would like to find out more about our SEO services please contact a member of our sales team and they will be happy to perform a FREE review of your site.

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