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What is Search Engine Optimisation?

Search Engine Optimisation, or SEO, is technically a marketing tool rather than a form of marketing in itself. The Balance defines it as “the art and science of making web pages attractive to search engines.” The "art and science" part of SEO is what’s most important.

 SEO is a science because it requires you to research and weigh different contributing factors to achieve the highest possible ranking. Today, the most important elements to consider when optimising a web page include: Quality of content Level of user engagement Mobile-friendliness Number and quality of inbound links. The strategic use of these factors makes SEO a science, but the unpredictability involved makes it an art. In SEO, there's no quantifiable rubric or consistent rule for ranking highly. Google changes its algorithm almost constantly, so it's impossible to make exact predictions. What you can do is closely monitor your page's performance and make adjustments accordingly.

Why You Need It

Google Analytics is one of the best web analytics tools out there. It analyses website traffic, displays website performance and provides unique insights into the customer usage patterns.
With Google Analytics, you can assess your website performance after implementing changes and tweak your marketing campaigns accordingly to get the best results. And you get all that for free.

Google Analytics are switching to a new platform GA4 and businesses that are presently using Google Analytics will have to also move to GA4 before July 2023. Green Hammer Digital can assist with loading GA4 onto your website and send you monthly reports on the performance of your site.

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The Digital Anvil is our monthly newsletter and contains information on Digital Marketing, Social Media, Website Design, plus other topics relating to managing your online business. Our April publication is about Google Analytics (UA) and Google Analytics 4 (GA4) and how to use it to monitor and increase traffic to your website. 

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