“Every shot counts. The three-foot putt is as important as the 300-yard drive.”
Sir Thomas Henry Cotton, MBE
Anyone who has played or watched golf will know that you need to be good at both the long and the short game and the same is definitely true for Search Engine Optimisation (SEO). A good many agencies and clients focus solely on the short game: technical SEO. This is making sure websites are set up in the right way to be ‘friendly’ to search engines with the help of a number of SEO ‘tools’ and some decent web developers.
For small to medium sites, technical SEO is mostly a quick win as many competitors overlook it when building their websites and small changes over time can make a site become very inefficient. We believe good technical SEO should be inherent. It should just be part and parcel of a well-built site from the start and throughout.
We also believe our clients should not be paying for technical SEO for sites we make; we ensure it’s baked into each of our digital campaigns and web pages. We have recently changed the way we approach a web build to make the component parts more repeatable, adding to their overall quality. Of course, we are always looking to improve and keep up with everything to date with the latest changes. Practice makes perfect for our short game.
But SEO isn’t just technical; we also have to think about the long game of good content structure and what Google calls Expertise, Authoritativeness and Trustworthiness (E.A.T.). One great way of doing this is to provide free and useful information which will make people talk about you, visit your site and share your content. Funnily enough, talking about themselves and giving out good advice is what the majority of SEO experts seem to be great at...
At FLOCC we approach any project ‘marketing first’; focussing on the long game and spending the majority of our time and client’s budget delving deeply into the content structure and Inbound Marketing side of SEO - building digital campaigns around a network of blogs, pillars and landing pages, working from the outside in. This approach has various names depending on who you speak to, but it's certainly one that Search Engines love.
So what does all this mean for you? Well, all parts of the SEO game can be hard. Running an online report or getting an audit is the easiest bit. Fixing any issues without the help of a developer can be harder, but the hardest part of all is finding the time and focus to work on the long game. To make a real impact, consider working alongside a specialist agency that can help you to structure an SEO strategy and handle the hard parts for you; enabling you more time for a new hobby, like golf, perhaps!?
Passionate, creative. service-driven, collaborative, caring, proactive, quality-obsessed, honest, talented, humourous, technical, insightful, logical, approachable, agile. Always Lagom.
Since 2007 flocc have been working with amazing organisations to create compelling digital campaigns that deliver memorable results.
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