Search Engine Optimisation: Is it the magic sauce we need to add to our content to help us reach our audience? Or is it an old-fashioned dark art we no longer need to worry about?

To discuss the state of SEO in 2017, the BNR team is joined by someone who really knows his stuff, Lush’s Zubin Fitter.

Here are some key take-outs:

• SEO is still important. But it has evolved a lot since the days of keyword stuffing. Google and other search engines are focused on quality, relevant content.
• Optimising your content is the best way to make sure you turn up in search results (and that’s still something you really want to happen).
• It’s important to use your keywords naturally. Not only does stuffing in keywords not work for your audience, it’s also not working for Google — which will penalise you.
• Zubin says brands need to be true to their message, “because the more honest the message is, the more easily it will be consumed by your audience”.
• Do a Google search ranking for keywords that are important to your business. See where you come up. If you’re not ranking highly, it’s time to do something about your SEO.
• If you don’t know what keywords to use, Google has a free keyword planner. You can use that to work out the keywords relevant to your enterprise.
• It pays to have a professional on your side. Find an SEO partner who knows their stuff so that when Google changes their algorithm, you have someone who knows what they’re doing who can help you out. Changes to Google’s algorithm can really affect your search rankings. You want to be awake to that.
• Do an audit of your website. Start by looking at it on a mobile site. How does it look? If it’s not responsive, it’s time to update.
• See what your competition is doing, but don’t necessarily copy them just because they’re ranking better than you. You still need your unique point-of-difference.

On My Desk

Sarah recommended the LinkedIn Company Pages Playbook. 

Zubin recommended this clever calendar device, Calendly. 

James, who is obsessed with passwords, suggested the Dashlane Password Manager. 

And Nic recommended not underestimating the value of good old-fashioned merchandise in spreading brand awareness.

Have you heard the one about…

Recently James, Sarah and Nic discussed the closure of King Content, and what it means for content marketing.

And here’s a discussion on how to choose a voice over artist.

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