Punch Communications

Punch Communications

July 07, 2010 09:30 ET

SEO Must Marry On-Site and Off-Site Components to Deliver True Optimisation, Says Punch

LONDON, UNITED KINGDOM--(Marketwire - July 7, 2010) - Search Engine Optimisation campaigns need to marry the needs of on-site and off-site activities in order to ensure that a site meets its true potential, according to PR, Social and SEO Agency Punch Communications.

With traditional SEO agencies having focused heavily on on-site SEO as the mainstay of a search strategy, the term SEO continues to be understood by many search practitioners to relate primarily to the correct, appropriate and relevant use of metadata, along with URL structure, navigation, keyword density and other on-site factors.

Whilst most practitioners agree that off-site activities, such as backlink creation are essential, the intangible nature of linkbuilding has resulted in many agencies either de-prioritising the tactic or outsourcing it, potentially to a low-cost, off-shore partner or a specialist such as an article marketeer, simply because it is outside their core competence.

With off-site activities, such as links generated from bespoke content and from within social profiles, being identified by the major search engines as a key factor in a site's overall ranking, this activity has become an essential component of any successful search campaign.

Pete Goold, Managing Director of Punch, commented:

"Having evolved from a Digital PR Agency to become an integrated PR, Search and Social specialist, the content generation components which feed any backlinking strategy are second nature. The difference is that, rather than creating and distributing content for press as per a traditional media relations activity, the content is created and distributed for the web – and clearly the more relevant, well written the piece, the better the result in terms of linking.

"However even though links from off-site content are often the game-changing factor in a search campaign, without on-site SEO in place, the benefit is undermined. A truly integrated strategy must marry the on-site SEO basics with the linkbuilding to deliver the optimal effect."

For more information regarding Search and Online PR, visit www.punchcomms.com or call +44 (0) 1858 411600.

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