August 27, 2020

What is SEO - Should I Invest?

Roger Martin
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What Is SEO?

SEO stands for search engine optimisation, which at its macro level is the practice of increasing the quantity and quality of traffic to a website through user generated searches on an internet search engine. Not to be confused with paid search, which is the practice of creating sponsored search entries that sit at the top of the ‘free’ or ‘organic’ SEO search results.

The important distinction is that SEO delivers the traffic from search engine that you do not have to pay for.

Although there’s an argument that claims SEO and everything related to Search Engine Marketing began with the launch of the first website published in 1991 it’s believed SEO officially started in 1997.  (

Search Engine Optimisation is a plethora of differing tasks that collectively help a website to rank well on the major search engines, therefore making it easy for users performing searches to find you.

SEO specialists such as Star Digital understand the importance of making web sites rank well to attract the search engine crawlers to add your site content to their index. The key ranking factors that they will focus on include;

·      Domain level link authority (quantity of trusted inbound links to your domain)

·      Page level rank features (quality of link sources and page rank, trust rank)

·      Page level keywords and content quality and relevance to searchers queries

·      Page content readability and uniqueness, and load speed

The above list are some of the most important points but there are hundreds of other technical SEO techniques that need to be considered alongside the O in SEO ‘optimisation’ which means ensuring that every page has correct title tags, meta descriptions and internal links.

SEO is constantly evolving as search engines such as Google introduce changes to deliver the most optimal experience for searchers, as well as the best opportunities to drive advertising revenue. This has made quality ranking for SEO harder and harder as time goes by.

The difference between paid ads and SEO listings

Should you invest in SEO?

This is a hot topic. The big brands along with the search engines and social platforms are spreading the message that the internet is now a ‘pay to play’ world, much in the same way that traditional channels historically monetised through paid advertising.

But pay to play is expensive if done incorrectly, and we see this happen a lot. If you are reviewing marketing budgets we always recommend keeping some by for SEO.

A well optimised SEO website is the key to obtaining organic traffic. Reaching a top 4 ranking for brand specific keywords in search engines will help you grow your website’s traffic, your brand and ultimately increase user outcomes such as purchases or leads.

It is worth remembering the SEO needs a strategy, combined with time and patience to see meaningful results. The investment is worth it if a plan is in place that includes key performance indicators. This allows you and your agency to review successes, optimise further and ditch failures. It is important that you have a good partnership from day one to work together to achieve your SEO goals.

At Star Digital we offer a free SEO audit, and you can then choose to sign up with us on a rolling 90 day contract, or take our findings to your current agency, or use them yourselves. Let’s talk SEO!