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Digital Marketing Strategies: Search Engine Optimization.

Tuesday 18 of December, 2018.
Reading Time: 4 minutes.
By Kat Andersson

Before we can advise you on how to employ user experience strategies to improve your digital marketing, we need to make sure we are on the same page about digital marketing and what it involves.

Search Engine Optimization (SEO) is a strategy to improve your page’s ranking on search engines, such as Google and Bing. The basic premise of SEO is: If it’s good for the user, then it’s good for Google. And if it’s good for Google, then people will find your website.

There are three main ways (among many others) to make sure your website pages and articles are good for the users and rank well in search engine results.

Keywords and Readability.

Write user friendly text.

On a very basic level, you want to make sure your copy is easily readable. It has to be accessible. Chaotic, disorganized text that jumps from topic to topic will turn users away and will be penalized by Google. The first step is to make sure your content is organized into sections and subsections, with the appropriate headings and subheadings. Make sure your content makes sense and is written for your audience’s reading level.

Research keywords.

The second step with the content itself is to make sure you are utilizing keywords. SEO keywords are words and phrases that Google can use to identify your page or website. Are you a graphic design company in Los Angeles? Then an important keyword would be “graphic design company Los Angeles” and all combinations of that. As you write the content, make sure you include these kinds of phrases as authentically and naturally as possible. When Google reads your copy, it will notice those keywords and start showing your content for searches that include them.

Google Keywords Tip.
  • Add keywords as naturally as possible for the context. Don’t write content just for SEO purposes. It has to be readable too!


Using the keywords that we established previously, we are going to construct our metadata.

Writing Meta Titles.

The meta title is the part that you see in a search result. If you are working with a website page and do not specify the meta title, then Google or Bing will just generate one for you that might not be what you want to show.

If you are writing an article or blog post, then usually the title of the article will automatically become your meta title. What is the difference between an article title and a meta title? An article title might be catchy, punchy, or clever, while the meta title needs to be informative. It needs to include your company name and exactly what the page is about. The average meta title is about 55 characters long.

Google Meta Title Tip .
  • Every page needs to have a distinct, non-generic, descriptive title Writing Meta Description.

The meta description is the short 2-3 lines that appear after the meta title in the results page. This text needs to be full of keywords, yet still make sense to the reader. Snippets should be 150-170 characters long. Any more and it will be cut off. Think of the meta description like a summary with keywords.

Writing Meta Description.

The meta description is the short 2-3 lines that appear after the meta title in the results page. This text needs to be full of keywords, yet still make sense to the reader. Snippets should be 150-170 characters long. Any more and it will be cut off. Think of the meta description like a summary with keywords.

Google Meta Description Tip.
  • The description doesn’t have to be in sentence format. It can be a list of relevant information for the reader.

The URL is visible to both the reader and Google. That means that the URL should be something that readers can read and find value in. Avoid overly long URLs of 100 characters or more and URLs with too many classifications. Add your keywords as well!

Google URL Tip.
  • Avoid URLs with extra numbers/letters that clutter it up.

Linking and Sharing.


One of the best things that can happen to your webpage is to be linked by another web page. If you have a page about The Basics of SEO, and another digital marketing blog links to your website as a reference in their blog, then Google awards you a popularity point. It’s an indication to the search engine that your content is quality information. They reward you by improving your ranking.

Another important form of linking is internal linking. While not as attractive to Google as when other websites link to your page, it’s still extremely helpful. Internal linking, when done ideally, produces a “Wikipedia-like” effect where people can navigate from page to page within your website/blog to find more useful information. This avoids losing users to external sources and improves your bounce rate.

Marketing Linking Tip.
  • Start a marketing campaigns to try and encourage other websites to link to your content.
Sharing on Social Media.

If many people share your web page or article on social media, that is another indication that your content is good. This is why it is so important to create truly helpful, interesting, and informative content and not just a bunch of keywords. Keyword stuffing produces content that isn’t actually helpful. In the end, it all comes down to the user experience of the reader.

Marketing Sharing Tip.
  • Improve your social media marketing strategy to encourage your followers to share your content.


Search Engine Optimization is something that you have to invest time and money into. It’s not an exact science. There are clear avenues for improving your SEO, but think about it like a growing plant. You have to water it daily, think about the kind of soil it grows in, and play with the best kind of light and shade it needs. There’s no such thing as fixing your SEO once and being done. Experiment, adjust, review, and repeat. Little by little, you’ll see your search engine ranking improve.

About Avantica.

If you are looking for a software partner who will work towards your own business goals and success, then Avantica is your solution. We offer dedicated teams, team augmentation, and individual projects to our clients, and are constantly looking for the best methodologies in order to give you the best results.

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