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The Power of SEO: Boosting Your Digital Marketing Strategy

For any online marketing campaign, search engine optimisation is one of five critical elements for attracting new visitors and customers to your company. By the way SEO stands for search engine optimisation.

As a digital marketing company, providing website SEO services to clients, we thought it was time to write an blog about why we think SEO optimisation needs to be at the forefront of every piece of marketing content your company produces.

Attracting New and Existing Customers

There are a number of activities your company can embark upon to attract new (and re-engage existing) customers. SEO plays a crucial role in this process. Search Engine Optimisation (SEO) ensures that your website can be easily found by potential customers through organic search results pages (SERPs).

Here's our top 5 activities for attracting users to your website and you'll see that SEO features strongly in all of them.

  1. Search Engine Optimisation (SEO)
  2. Blog
  3. Web
  4. Social
  5. Search / Social Ads

Search Engine Optimisation

At a very basic seo level you want your website to be found, which means you need to optimise every product/service page (Pillar Page) on your website with on page seo that helps your website page be found and shown in search engine results pages (SERPS), the organic search results.

To gain website ranking within search engines, Pillar Pages of your website should be supported by Blogs/Articles/Landing Pages containing useful information (Topic Clusters) that show search engines your website has lots of supporting content on any given product/service so the search engine can consider your website to be an authority on the given product/service.

Topic Clusters - interlinked pages about a particular subject, also on page optimised with keywords and search phrases, supporting the original subject

After all, Search Engines are in the business of leading users to results that give them answers to questions they are asking. 

By optimising your website's pages with relevant keywords and search phrases, you increase the likelihood of appearing in search engine results pages (SERPs). This increases your visibility and drives more traffic to your website.

Conducting thorough keyword research and incorporating targeted keywords strategically into your content will help you rank higher in search results and attract new customers to your business.

SEO Keyword Research

Keyword research is a crucial step in any successful SEO campaign. It helps you understand the terms and phrases your target audience is using to search for products or services related to your business.

To carry out effective keyword research, start by brainstorming a list of relevant topics and then use keyword research tools to find related keywords and search volumes. Look for keywords with high search volume and low competition to optimise your chances of ranking well in search engine results.

Additionally, consider long-tail keywords, which are more specific and have less competition, but still attract relevant traffic.

Once you have a list of targeted keywords, incorporate them strategically into your website's content, including pillar pages, blogs, and landing pages.

Remember, the goal is to provide valuable information and become an authority on the subject, so your content should be informative, engaging, and optimised for both users and search engines. 


When it comes to optimising your website for search engines, on-page SEO plays a crucial role when writing blogs and news articles, in creating important topic clusters for your website's pillar pages. Your blogs become topic clusters, interlinked pages that revolve around a specific subject, optimised with relevant keywords and search phrases for your pillar pages.

Adopting this strategy when writing blogs and news articles increases the visibility of your website and also establishes it as an authority in your industry.

Search engines are constantly striving to provide users with the most relevant and informative results to their queries. By optimising your website's blog or news pages with targeted keywords and search phrases, and linking them to and from your websites's pillar pages, you improve your chances of appearing in search engine results pages (SERPs) and driving more organic traffic to your site.

Remember, the key is to provide valuable and engaging information that caters to both users and search engines, not to stuff your content with keywords. With effective on-page SEO, your website can become a magnet for potential customers and increase your online visibility.


When building your website, whichever platform you use, you should consider the buyer's journey but also consider the product and services that you wish to be found for. If you've carried out your keyword research you should include as many as you can, without damaging the readability score, for each page.

In turn you need to provide supporting information, that makes sense to include, for each product and service page. This may include ebooks to download, videos providing further insights, product data sheets, white papers and more. It should also include external links to references of authority on your given topic.

Social Media

Social media is a powerful tool in your online marketing campaign that can greatly contribute to attracting new and existing customers. By incorporating SEO strategies into your social media posts, you can increase your visibility and drive more traffic to your website.

When creating social media content, it is important to use relevant keywords and search phrases that align with your business and target audience. This will help your posts rank higher in search engine results and make it easier for potential customers to find you.

Additionally, engaging with your audience through social media platforms allows you to build relationships and establish your brand as an authority in your industry. By consistently providing valuable and informative content, you can attract a loyal following and drive more organic traffic to your website. So, don't underestimate the power of social media in your SEO efforts and make sure to incorporate it into your overall marketing strategy.

Search / Social Ads

Whilst we're pretty sure search engines and the companies that own them won't like to admit this, websites do rank better in organic search engine results pages (SERPS) if you are running ongoing ad campaigns. It may just be coincidence but we have definitely experienced this with a number of different websites over differing periods of time.

Sounds a little paranoid doesn't it, but if you think about it from a search engine's perspective, of course they are going to support their advertisers over and above non-advertisers. Adverts are how they make most of their revenue after all.

So our advice here is to include paid search ads or paid social ads as part of your ongoing SEO strategy. It doesn't have to be expensive for it to be effective, although of course the more you spend the more you are likely to attract and convert.


In conclusion, search engine optimisation (SEO) is an essential component of any successful online marketing campaign. By optimising your website's pages with relevant keywords and search phrases, conducting thorough keyword research, and creating valuable and engaging content, you can attract new visitors and potential customers to your company.

Incorporating SEO strategies into your blogs, social media posts, and website can increase your online visibility and establish your brand as an authority in your industry. Additionally, considering paid search or social ads as part of your ongoing SEO strategy can further enhance your results.

So, don't underestimate the power of SEO and make sure to prioritise it in all your marketing efforts. For more tips and insights on how to effectively implement SEO in your online marketing campaign, feel free to explore our blog further. Alternatively check out our SEO web page here!

Lisa Spalding
Post by Lisa Spalding
30-Aug-2023 10:30:00
My accounts and administration experience in a number of blue chip organisations has given me the opportunity to gain valuable experience in many different areas. I am an excellent communicator and have a good understanding of how organisations work, which enables me to provide insightful solutions on complex problems. I am highly organised and have great attention to detail, allowing me to complete projects efficiently while maintaining a high level of quality. I also have strong experience working with Hubspot to provide solutions.