Results from SEO cannot be guaranteed and should not be guaranteed.
Success with SEO comes from adopting the right SEO strategy, choosing the right keywords and managing all of the elements that impact site optimisation from backlinks to site speed.
With the right team and strategy results can be tracked and achieved. SEO has the potential to be a key profitable marketing channel.
KPIs - The question of SEO guarantees would also rest on what the KPI(s) are defined for the guarantee. Promising the number of keywords in the top 100, or page 1 positions may deliver the right number, but the wrong keywords for your business. Guaranteeing revenue may ignore SEO best practice that puts your site or brand at risk.
Consumers - Organic Search listings, influenced by SEO. Our goal is to increase awareness of your brand in the search results and to encourage traffic and sales. In order to achieve this, we still need to think about how the brand is presented and how we communicate with potential customers.
Algorithms - Google doesn’t publish detailed algorithms. It is the skill of an SEO Consultancy to identify what are the key elements of SEO and ensure the site matches these. As these algorithms are likely to change (like the BERT update) it is important to adapt and change as we go along.
SEO can be an accountable practice. For our clients were define the KPIs as ‘soft’ or ‘hard’ metrics. The soft metrics are important ‘first steps;’ in SEO performance. Metrics like the number of keywords in the top 100, or on page 1 are useful indicators of presence but not a measure of sales or revenuer. The ‘hard metrics’ are the KPIs that really matter - sessions, transactions and revenue. With our client projects, we see the soft metrics move first, indicating early performance, which is followed by changes in hard metrics.
With regular reporting and constant client contact, we ensure all of our projects are created to achieve the best results they can achieve.
As a global SEO Consultancy for Challenger Brands, we bring 25 years experience in SEO to brands across most industries. Feel free to look at our site to learn more and contact us if you’d like to chat.
White hat and black hat SEO are terms used all the time within organic search conversations so it’s important to know what they mean. SEO refers to search engine optimisation and is the process of achieving rankings within search engines like Google.
White hat SEO is essentially search engine optimisation techniques and practices that are within Google’s terms of service, and don’t try to ‘cheat’ the system. This can include things like SEO copywriting and technical optimisations. You could describe this form of SEO as staying in Google’s good books!
Black hat SEO on the other hand is very much against Google’s terms of service. It’s like cheating on a test, if you get caught you will be penalised. Black hat techniques could include putting keywords on a site in text that’s invisible to the eye, buying backlinks, and so much more!
Black hat SEO is something you want to stay away from if you want to grow your organic search results. If a website uses these types of techniques to achieve higher rankings within search engines, it could ultimately be banned from Google which is something you don’t want when running an e-commerce business!
How Can I Use White Hat SEO to Benefit My Business?
Every industry can benefit from SEO. Using white hat seo techniques could help you achieve higher rankings within search engines for relevant SEO keywords for your business. This in turn can help reach KPIs such as sessions, conversions, and most importantly revenue.
If you are serious about improving your website’s SEO in a healthy and organic way you may want to think about hiring an SEO consultancy. Escaping Gravity has over 25 years of experience in SEO and works with challenger brands to improve their organic search rankings, growing sessions, and revenue. We aim to achieve long term success so only use white hat SEO practices. Get in touch with us if you’re interested in launching your business to the next level.
SEO is a gateway to digital growth. Do you want more ecommerce revenue? SEO is key. After more blog traffic? SEO is vital. Would you like to appear on the first page of Google? SEO is essential. Done properly, then your domain performance could be nudged into hyperspeed. But, what is SEO? It is one of the most fundamental digital marketing channels. Yet, it is often overlooked. Why? Most likely because unlike paid search, SEO does not provide you with instant returns. It provides you with something better... Longevity, dominant brand presence, superior ROI. Frankly, it’s one of the brightest stars in the digital galaxy.
SEO stands for “search engine optimisation”. It is the process of taking a website or domain and making it more search engine friendly. The better optimised a website or webpage is and the more search engine friendly they are, the greater the likelihood to rank in the top 100 results of Google, Bing, DuckDuckGo and so on. Once in the top 100, the aim will always be to rank on page 1, as high up amongst the top 10 search results as possible.
SEO, does however share similarities with SEM. SEO is purely organic, natural search, whereas SEM, which stands for “search engine marketing”, combines both organic and paid search.
SEO is very much a journey. And a long, never ending journey for that matter too. SEO is constantly changing and search engines are forever evolving. As a result, the way SEO works steadily shifts.
We work around best practices that fall into these 12 components. Combining these could help create an effective SEO flight plan than takes you from a small amount of web traffic to the traffic of your dreams. For example, a Google Answer Box, aka 'position zero' is a gold mine for acquiring organic search sessions.
Simply, you cannot invest massively in one area and not at all in another. You won't get results without focusing on the right keywords and you won't get results with a technically poor site. Google likes to rank optimise, quality content that is quick to load. Combine that with strong internal linking and outranking competitors, and organic growth could be on the horizon.
It is all about being seen in search results. If you can not be found, you cannot gain traffic or grow. The more search engine friendly your site is, the better placed you are to start reaching for the stars.
What is SEO? It really is a key ingredient in the marketing mix. When striving to be as Google-friendly as possible, you could start to see:
Long term growth
Uptick in KPIs such as sessions and revenue
Increased brand awareness
Unlock new audiences
Gain a larger backlink profile
In the digital world that we live in today, and such easy access to internet, there is so much at our fingertips. Finding that next recipe, information for a project, or the pair of shoes you have been after your entire life, search engine optimisation can present endless opportunities. For webshops and ecommerce ventures, harnessing SEO in this increasingly competitive universe could very well be the key to a successful future.
If you are now considering whether you need to be online, then you are very late to the party. Not all is lost however. SEO is the tortoise in this race and we all know what happened to the hare.
Consumer behaviour is shifting online
Online shopping is replacing offline shopping
New customers are coming on board
Ecommerce is becoming the new normal
SEO is longterm
Should you need convincing further, you can check out why you need to invest in SEO for the full insight. Other brands and the competition are all gearing up to escape gravity. Don't be left behind.
Escaping Gravity is a leading SEO consultancy which specialises in getting challenger brands to the top of Google. Founded by two marketing experts, who, in 1999 co-founded, grew and exited one of the UK’s first digital marketing agencies. Our team collectively have over 25 years of experience in SEO. From crowdfunding success stories to startups looking to shake up their industry, we are confident in delivering results. With an affinity to work with those in competitive verticals, we consistently take our clients KPIs further into orbit.
A Challenger Brand is a brand that provides a product or service that exceeds traditional expectations for their industry - whether that be product or service based. The brand will also have a determined and focused mindset on goals above that of normal resource. They are not a market-leader, but their determined attitude sets them apart.
Adam Morgan identified three factors that make up a challenger brand in his book ‘Eating the Big Fish’:
State of market - The brand cannot be a market leader or be a niche brand.
State of mind - a company that has ambitions above their resource. Essentially a company with big dreams and a drive to achieve them.
Rate of success - a company that has seen fast and significant growth.
Challenger brands usually do not attempt to take market-leaders head on, rather they compete with the standard conventions of their industry. For example, Uber started off as a challenger brand. Instead of creating another bookable taxi service where you call ahead, they integrated the ideas of taxi-hailing and booking by creating an app where you can virtually hail a taxi on demand - hence challenging the concept rather than individual market leaders.
It's important to have a challenger brand SEO strategy if you're looking to take on the market leaders. As market leaders often rely on brand alone and so don't focus heavily on SEO, it's a brilliant way for challenger brands to go head to head with their competitors.
Although brand narrative is important to all brands, it is especially important to challenger brands. As they are focused on goals bigger than their marketing resource challenger brands have to utilise their narrative to attract new customers.
The Challenger Project lists ten different types of brand narratives that these companies may have:
Real and Human
Many challenger brands are driven by a mission, normally underpinned by a want to push an industry forward with the customer’s benefit in mind.
Our client Giesswein, a merino wool clothing and footwear company is a challenger brand. This family owned Austrian firm only use mulesing free wool, even though it is more expensive they believe that respectful treatment of animals is a must. In a world where consumers want to invest in sustainable and ethical products it is values such as this that set challenger brands apart from their competitors and draw in customers. In fact, research has shown that 83% of millennials believe it is important to buy from brands that share their values.
Challenger brands are specific about what they want to change within the marketplace. One clear example comes from the phone case company Mous. The founders at Mous noticed that smart phone cases came in two types: extremely chunky protective, or too flimsy to offer any protection. They didn’t think you should have to compromise on style and size to have a case that properly protects your phone. Mous designed and tested thousands of prototypes before they received crowdfunding to launch their line of slimline, beautifully crafted protective phone cases.
It’s important not to confuse challenger brands with disruptor brands. Whilst challenger brands are not the market leaders, disruptor brands are just the opposite, they are after that top spot. They achieve this by bringing something completely new to the market. Think Airbnb, never before had it been so easy for homeowners to rent out their spare rooms, their converted annexes, or even their whole house before - all from their phone. It also changed the game for holidaymakers, no more are the days when you would have to fork out for the price of a hotel in your favourite city, instead you can find a cheaper alternative and live like a local.
Challenger brands are here to stay and are growing by the day as consumers look for new and alternative products to market leaders, from wool products, to phone cases, to taxis.
We are an SEO Consultancy for challenger brands. We understand the mindset of a challenger brand because our founders have been challengers. In 1999, they co-founded, grew and exited one the first UK digital marketing agencies before building a global SAAS platform. Collectively we have been 'doing' SEO for over 25 years (Jamie for over 20) so we understand the importance of attention to detail, hands on focus and the importance of a positive ROI.
If you are a challenger and want to know more about SEO, please leave us your details and we can chat. We won’t share your personal details with anyone else and you won’t be joining our mailing list.
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