SEO, beyond just a service or a marketing channel, has become a massive and integral part of almost any marketing strategy. With over 3.5 billion Google searches per day and growing, anyone can reach any audience anywhere, and the opportunities are incredible.
SEO is most often the most profitable form of marketing.
More and more companies worldwide are realising how strong the financial return on SEO is.
The real goal of SEO is bringing in sales and increasing revenue. Those are the highest 2 metrics that one can use and can be seen when everything is done right, meaning:
This means that these 2 metrics, while being solid indicators of success, depend on several other factors which are not based on the SEO work itself. For this reason, apart from these 2 metrics, there are other metrics that we also look at, to evaluate the success of SEO investment.
Your website has softer goals than the final sale. These are earlier stages in the purchasing journey that the visitor goes through; such as:
When these goals increase, since they are part and parcel of your online sales process, your end results such as sales and revenue should also go up.
If they do not increase, we can help you identify the reasons for this and bring them to light for you so that together we can optimise your online sales journey and make it better.
Increased organic traffic shows that more people are finding your website from searches on search engines.
This means that you are ranking for more keywords than you were before and that your rankings on the search results have gone higher. When the keywords (or search terms) that you are ranking for are the right ones, these should result in website conversions such as sales, subscriptions or requests.
The right keywords/search terms should be closely related to your product or service and indicative, from the words in the search phrase, that the person is looking to either purchase your type of product or look for information around it.
This indication is what the SEO industry calls "search intent". The more specific the search phrase is and the closer it is to an actual transaction being made from it, the higher the search intent is and the more probable it is that traffic from that term will lead to a sale.
In SEO, strategy is everything. Unless you get this part right, you will simply be wasting time and money. This is because you need to:
We therefore start by discussing your overall plan and then researching your market(s), whichever countries they might be in, to understand:
The foundation of your SEO is your website's technical quality. Without a good technical base, there is no SEO.
No matter how many links you get and content you create, if Google cannot access your website and understand it properly, it will never rank. Especially for e-commerce or any large website, you might have tonnes of pages that could be giving you traffic and value, that Google cannot even get to.
Therefore, we go into depth on your website's technical status and prepare an audit for you. This audit outlines required improvements needed so that Google not only crawls and indexes your website properly but also loves it and will want to rank it. We can also implement these suggested updates and fixes for you.
The technical audit ensures that:
Now that your website is of a good standing with Google and our strategy is laid out, it is time to start thinking about what content our audience is looking for and how best to provide it.
Here we work on understanding what your customers are looking for when they do the searches they do and what content best answers their questions.
This web-content approach is great for 2 things:
a) It gets Google to rank your website better because people show great interest in your pages (and Google tracks this)
b) When people actually find your web-pages, they like what they find, get a good impression of your brand and are a big step closer to buying
Once we know what we need to write, we can then provide you with all the content that you need to achieve your goal.
Links to your website from other websites have been a big part of Google's ranking system from the first days of the search engine.
This, however, has adapted and become more sophisticated over the year. Google now takes into consideration a large variety of factors apart from simply how many links point to your website.
A good way to look at this is that Google literally follows your brand online. It looks at how many "people" are talking about you, mentioning and referring you to others. It looks at how many mentioned your brand, when and how and whether you are trying to "mess with the system" to try and rank your site better.
This has become a rather complex job, and if you don't know how to do it properly, it will hurt your rankings instead of helping them.
In this part of the job, we make sure that:
We keep track of how things are working and what progress is being made.
A detailed report is provided for you, outlining all the improvements being made, how new visitors are coming into your website, what they are looking for and a myriad of other factors that not only show you the results for your investment but also help us determine how to improve and take our strategy to the next step.
Research on new potential markets and keywords continues to be carried out throughout the lifespan of your project.
Reporting can include:
Unlike other forms of marketing, SEO is highly technical, and the underlying standards change fast and often. This makes it impossible for anyone to get great results unless they are highly focused on the subject.
Ranking on search engines has become insanely competitive and unless you have the skills to beat the best, your share of the pie will be small. Having the right people will get you the visibility you want for your brand, usually in much less time.
Keeping up with the game is tough, and while many people claim to understand SEO, it is worth remembering that mistakes can lead to big negative consequences, including your website getting banned from Google's Search Engine results.
Be cautious of novice providers and quick fixes as it can be harmful to your online profile, affecting your business negatively. It is critical that your search engine optimisation is done correctly. Hiring an SEO expert ensures that your website ranks among the major search engine results without unnecessary risks.
Good SEO is an investment, not an expense; more than what you spent, what really matters is what you get in return.
Through years of work on a wide variety of online marketing channels, it became clear that SEO is very powerful. We therefore dropped all other forms of online marketing and specialised fully in SEO.
We have very strong in-house experience in technical SEO (the part of SEO covering technical on-site setups, architecture and functionality). We take great care in giving your website a top-quality score for Google.
We ensure your pages are being crawled and indexed in the most efficient way possible (especially important for large and e-commerce sites), that your content is effectively optimised for your topics and that every element on your website comes together harmoniously, pulling one rope together and carrying your business to that page 1 on Google.
SEO is not an add-on to a website, neither something that is run for a month as a campaign. When designing and developing a new website, we build SEO into the very foundation of a website. After researching your market to understand how your audience looks for your product or service, we build a strategy on how to target your audience. This allows us to structure the architecture of your website and content in the manner that gets this job done, building your website on effective and proven SEO principles and techniques.
In Malta SEO is becoming more and more popular but many businesses still do not focus on it properly. With social media being so popular in Malta, Google is surprisingly still highly underestimated.
With the local market being so small, most web and marketing professionals and companies do not specialise in search engine marketing but simply offer it as part of their range of services. This is of course to widen the possibility of attracting clients and making sales.
For these reasons, ranking your website in Malta, even in niches which are usually more difficult, is surprisingly opportunistic. This is great news for brands that want to seize this opportunity and invest the resources needed to make it happen.
Local SEO allows physical stores and businesses in the local market to attract business by optimizing their website for searches within a specific country or location.
Consumers looking for products in Malta will many times get search results for Maltese brands, including maps and Google My Business accounts with reviews and business information. This is also influenced by the exact location of the searcher, since Google tracks your location and includes the proximity to a business on Google Maps in its ranking factors.
Local SEO allows your business to rank better in Malta (or your specific country/city) by localising it more to that country and showing Google that it is very relevant to customers coming from Malta, or that specific country/city.