AT ALBION, WE DO THINGS DIFFERENTLY…

It goes without saying that your brand needs to rank in the top position in Google for your organisation’s name, so your existing customers can easily find you. However, it is high visibility in Google’s organic results for the search queries that relate to the actual services and products you sell, that really matters with regard to increasing sales from new customers online.

Attracting large volumes of highly targeted traffic is one of Albion’s main specialities – you can see this from our exceptional results. Of course, Search Engine Optimisation involves not only optimising the content and metadata for each page’s target keywords. It also involves an array of tactics that provide Google with everything it needs in order to reward your site with top rankings that push your competitors out of view. After all, there are thousands of times more potential customers out there that know of the services you provide than those that know your brand name. That’s where the money is.

The tactics used to achieve high rankings and large volumes of natural search traffic are always changing. This is due to Google’s evolving nature. The problem is many agencies that provide marketing services for creative industries either don’t know what works best or fail to keep up with SEO industry best practices and methods known to give Google exactly what it needs to rank your website high in the results pages.

Currently, the most successful methods include areas of technical SEO, that ensures your web pages are quick loading and are efficient for Googlebot to crawl, index and rank. This includes removing duplicate content from tag pages and date archives, which dilute Google’s index of your content and cause your pages to compete against each other and “share” the ranking power – causing your pages to drop in position. It also includes internal linking methods that pass maximum ranking power on to important pages that are known to pull in all those potential online customers you are currently missing.

With the help of a savvy digital marketing or SEO agency these once-only tasks can be completed quickly and efficiently. They can also be complemented with ongoing content marketing and link building campaigns that not only help build your page’s trust and relevance, increasing traffic from other sites, but also boost your rankings due to each incoming link acting as a “vote” for your page. It is this link building that is undoubtedly the most powerful way to achieve top rankings for phrases your market are searching for.

Of course, gaining first position rankings in Google won’t bring your creative sector brand a single extra visit if your pages are optimised for keyword phrases that few people search for. So we do extensive keyword research before anything else, in order to ensure both your and our team enjoys a full understanding of the most lucrative target keywords to optimise your pages for. As well as this, keyword research uncovers the all-important “modifier” and “qualifier” keywords that should be included in your pages to help you rank for a whole range of related search queries your search market use when searching the web.

For example, by including variations of this page’s target keyword phrase “creative services marketing” in the heading, subheadings, meta data and content of this page, it has a chance of ranking for that search term. And by including words like “digital”, “services”, “agency” and other qualifier keywords into the page content and meta data, this web page is able to “qualify” to rank higher in Google’s results for a much larger number of relevant search queries. Again, most generalist marketing agencies only have a basic understanding of how Google works so their clients tend to fail when it comes to reaching their true potential online.

For those that sell products or services in the creative sector, the same is true. The volume of free search traffic increases vastly if they make use of proper keyword research and page optimisation. For example, if your homepage is optimised for “recording studio New York”, then it and other pages should likely also include words like “music”, “production” and “audio”.

If you are an artist selling your works, it is always wise to pick up those potential repeat customers who have already searched for the obvious “main keywords” (that have high competition in the search results). To do this you need to add words like “limited edition”, “framed”, “prints”, as well as “buy“, “online“, “shop“, “store“, and “gallery“. And of course adding words that relate to your style, or subject matter.

Identifying these less-obvious words can help you rank for your main target phrases and also the “long-tail” search queries people use. It can be a real eye-opener for those who haven’t previously had their pages optimised by experienced SEO experts when they realise how much more traffic is out there for less popular, but just as targeted search queries, that they were previously missing out on to their competitors each day.