What Is SEO and Why Is It Important?

If it isn’t on Google, does it exist? Maybe, but it will be a lot harder to find.

Search engine optimisation maximises the likelihood that you will populate in search results for the products and services you offer. Search engine optimisation also involves optimising your site to outrank your competition for keywords that are important to your brand.

Hundreds of factors determine how well a search engine ranks in Search Engine Results Pages (SERP), including:

Backlinks to your site from other trustworthy websites (backlink profile).

Matching content to search intent.

How users interact – or don’t – with your site.

On-page optimisation.


Site structure and page structure.


Your thoroughness in addressing each of these factors determines your site’s presence on search. That presence, in turn, can nurture your commercial goals, whether that’s to grow your business, improve awareness of your products or services, or something else.

You tell us what you want to achieve, and we’ll prescribe an SEO strategy that gets the job done.

A Strategy-Fuelled, Data-Driven, Creatively Focused SEO Company

As a full-service digital marketing agency, Brafton puts a complete marketing team inclusive of SEO specialists, content strategists, content writers, designers and developers at the helm of your strategy.

We can deliver a la carte SEO consulting services such as keyword research or an SEO audit. Alternatively, we can function as your dedicated SEO agency, providing ongoing strategic guidance and data-driven recommendations for your campaigns, and executing creative campaigns.

Either way, when you work with us, you get a professional SEO service that keeps on giving. We’re experts in tying every SEO campaign we work on to commercial value.

No vanity metrics. Just value.

We’re experts in tying every
SEO campaign we work on
into commercial value.

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Organic SEO Services

Organic search engine optimisation is the fulcrum of our content marketing services. Unlike paid search results, which earn a 3% to 5% click-through rate, the No. 1 spot in organic search has a CTR of more than 30%.

Organic SEO also has long term commercial value. A YouTube ad has a shelf life, but a landing page with target keywords ranking on Page 1 of Google is valuable until someone manages to outrank it.

At Brafton, we assign an SEO consultant to assess your website’s ranking on organic search, including how many keywords you rank for, any technical SEO issues such as broken links affecting your site’s performance in SERPs and how you stack up to your market rivals. Our SEO professionals rely on data from Google Analytics, Search Console and enterprise SEO tools. Based on our findings, a dedicated SEO strategist will then tailor a marketing campaign.

Some of the measures we might take to improve your organic rankings include, but aren’t limited to:

  • Landing page re-optimisation.
  • Organic link building.
  • Advanced keyword targeting.
  • Blog writing.
  • Guest posting on other websites.
  • Persona development.
  • Technical SEO.
  • Link structure analysis.
  • Mobile optimisation.

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On-Page SEO Services

On-page SEO refers to any SEO campaign that’s executed directly on your site. These are almost always organic efforts, such as optimising your commercial landing pages to rank for high-value keywords, publishing high-quality blog content, remediating crawl errors that prevent search engine bots from crawling key pages and any other on-site enhancements.

Some of the most popular services we offer as part of on-page SEO packages include:

  • Content writing for blog posts, conversion landing pages, commercial landing pages and lead generation content such as eBooks and white papers.
  • Content refreshes.
  • Search Performance Briefs.
  • Featured-snippet optimisation.
  • Conversion-rate optimisation and call-to-action marketing.
  • Web design and user-experience design.
  • Technical SEO audits and remediation.
  • Page-speed optimisation.
  • Meta tag optimisation.
  • Website traffic analysis.
  • Mobile optimisation.
  • Website SSL setup.
  • Much more.

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Off-Page SEO Services

Off-page SEO is everything you do off your site to improve your domain’s performance in SERPs. Your site’s ranking is highly dependant on interactions that occur elsewhere on the web. Organic backlinks from trustworthy sites are especially important. Search engines see these as affirmation of your domain’s authority and trustworthiness. Promotion and distribution on social media and email are also key in driving traffic to your web pages.

At Brafton, you’ll have access to an off-page SEO expert who can prescribe strategies to improve organic traffic and help ensure that your domain will show up in SERPs. These marketing activities include:

  • Coordinating with other site publishers to create guest posts.
  • Ghost-writing guest posts.
  • Reaching out to influencers to help build a backlink portfolio.
  • Email marketing.
  • Social media management.
  • YouTube marketing.
  • Display advertising.

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Paid SEO Services

Paid SEO, better known as search engine marketing, involves using pay-per-click ads that appear at the top of Page 1 in Google or Bing. Site publishers bid on keywords that they would like their ad to display for. Each time a web user clicks on that ad at the top of SERPs, the publisher of the ad pays a fee.

A paid search result will almost always see a significantly lower CTR than an organic result on Page 1. However, paid search has value for businesses in the form of improved brand awareness and their ability to target commercial-intent keywords. Our SEO team can support your paid search efforts in all of the following ways:

  • Ad A/B testing.
  • Identifying competitive keywords.
  • Meta description analysis and optimisation.
  • Creating ad landing pages.
  • Optimising ad landing pages to help improve the Quality Score of an ad.
  • Refining your target audience.

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National SEO Services

Many of the businesses we work with have national reach and therefore require the ability to establish a location-agnostic search presence. This requires careful keyword analysis to ensure that certain terms have value regardless of where in the country they’re being searched, or that, if there are regional variations, you’re targeting the variations used by your most lucrative markets.

In addition to advanced keyword research, some of the ways we help companies achieve SEO marketing on a national scale include:

  • Assisting with multi-site, multi-location SEO.
  • Using data to create SEO briefs that guide content strategy.
  • Employing eCommerce SEO best practises.
  • Performing website traffic analysis.

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Local SEO Services

Local SEO is a crucial component of successful SEO for businesses that primarily focus on local audiences – and even companies that have national reach. It’s estimated that nearly half of all searches are local queries. To some extent, ranking for keywords that include “near me” and other location-specific qualifiers is important for all businesses.

At Brafton, we can help you optimise your website for local search. Some of our local SEO offerings include, but aren’t limited to:

  • Google My Business optimisation.
  • Name, address, phone number, website (NAPW) updated.
  • Business directory management.
  • Online reputation management.
  • Brand monitoring.
  • Localised content creation.
  • Targeted link building.
  • Technical SEO for multi-location sites.
  • Mobile optimisation.

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Video SEO Services

Google and other search engines are getting increasingly better at parsing on-screen elements that are key in helping users discover video content online. However, search engines still rely heavily on on-page elements to index and rank videos that appear in SERPs.

At Brafton, we have professional video and animation teams capable of creating high-quality visual content for your audience. When they work directly with our SEO experts, good things happen:

  • YouTube optimisation.
  • Link building.
  • Promotion on social media.
  • Optimised meta descriptions, meta tags and URL strings.
  • Better-organised video playlists.
  • Higher user engagement.
  • Strategic use of video in landing pages, blog posts and other multimedia content.

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Business SEO Services

All of our services are business SEO services. Because every SEO strategy we develop is laser-focused on bringing our clients that much closer to achieving their commercial goals.

In addition to all of the aforementioned services, we help businesses achieve SEO success by:

  • Tying every SEO service we offer to a larger digital marketing plan.
  • Working closely with your company stakeholders to make sure every SEO campaign is aligned with your objectives.
  • Tracking KPIs and providing intuitive SEO reports that monitor your progress over time.
  • Assigning experienced content writers who are steeped in your industry’s trends to write keyword-optimised copy for your target audience.
  • Updating you on search engine algorithm changes and pivoting your strategy accordingly to make sure we’re still on target to hit your goals.

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Outrank Your Competition

Google is the largest index of information that has ever existed, and every day, that index is queried some 3.5 billion times. Still think you can compete without search engine optimisation?

The sooner you start identifying and ranking for queries that are relevant to your brand, the sooner you can start outperforming your market rivals.