What is SEO marketing?

 Is SEO Part Of Your 2021 Marketing Strategy?


SEO, or search engine optimisation is a digital marketing strategy tactic to improve your presence and rankings on search engines like Google or Bing. SEO marketing is going to be a big part of digital marketing in 2021. With new websites appearing every day, it is increasingly important for your site to be easily found by your audience. Organic search engine optimisation tends to have longer-lasting results than paid marketing options. In the long-term, it will also result in a higher return on investment.


With search engine algorithms constantly changing, SEO tactics also change. The basics of SEO remain the same but key focus shifts with algorithm updates. Essentially SEO will always be made up of two different areas: on-page and off-page. This is literally as it sounds. On-page happens on the pages of your website and off-page is everything that is not on your website, for example, social media and backlink creating.


  • On-Page SEO

Optimised web pages are favoured by search engines so will be pushed up the ranks and be easier for your target audience to find. 

The following are key to achieving higher rankings:

  1. Produce and publish quality content
  2. Optimise page titles & meta descriptions
  3. Optimise page content for your keywords & readability
  4. Make sure you have the correct header tags (H1-H6)
  5. URL optimisation
  6. Check & improve the page loading speed
  7. Ensure your site isn’t blocked from search engine crawling bots
  8. Optimise images, alt tags and descriptions
  9. Add social buttons to allow your content to be shared
  10. Mobile friendly
  11. Internal & external links
  12. Remove or amend duplicated content


  • Off-Page SEO

SEO requires more than an optimised website. Search engines must be able to see that your website is a trusted authority in its area. Whilst a lot of this trust will need to be built up over time, there are tactics to help this: which is where off-page SEO comes in.

The following list should help your website become a more trusted source in the eyes of your audience and of search engines:

  1. Relevant link building
  2. Brand building
  3. Guest blogging & infographics
  4. PR campaigns
  5. Local SEO, Google My Business & citations
  6. Social media – posting relevant content
  7. Forums
  8. Influencer marketing (not to build links but to expand your brand awareness and reach.)
  9. Podcasts
  10. Client reviews 


  • What is important for 2021?

Search engines, specifically Google are focusing more on the quality of content. Updates to the intelligence of search engines mean they can now determine how well your site content is meeting the requirements and giving value to your audience. Simply reaching a certain number of words is not enough as John Mueller explains in this tweet: https://twitter.com/JohnMu/status/1226247665563758592

Don’t substitute quantity for quality. Content that stays relevant to the topic and gives value is essential is likely to achieve more than that written to achieve a certain word count. 

Off-page optimisation is so much more than creating backlinks. Make sure you don’t leave out any important tactics. Podcasting about your brand, your products or services will be critical in 2021 and beyond as voice search is becoming more popular.  

The above lists are by no means the limits of on-page and off-page SEO but are what we feel the most important to concentrate on.

Want to know more about SEO marketing?

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Contact us for help with SEO for your website: hello@guzzburystudio.com

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