Search Engine Optimisation (SEO) has become an integral part of any digital marketing strategy and should be the first place that any company starts when you are looking to attract new customers to your website. If you’re not sure what SEO is, start by asking yourself this: how well are we performing against our competitors on-line?
How do I get my web site to rank in Google for keywords relevant to our business?
If you don’t know or you are being outperformed, it’s time to think about you SEO strategy and what you can be doing to improve your organic performance.
Search Engine Optimisation is the process of ensuring your web pages appear at the top of Google search results pages for specific keywords and phrases that customers are using to search for products and services that you provide. Over the past five years, the nature of search has changed with more and more people using a mobile device to carry out searches for products and services both at home and whilst out and about. That’s why it is so important to think not only about the keywords that people are searching for but where and when they are searching and how your company can dominate in the local search space as well as traditional Google search.
Search engine optimisation has many facets and we have a tried and tested process for ensuring your site is optimised across the board. Here is a run-down of the process we undertake to make sure your site is optimised and you start driving more organic traffic to your website:
- Keyword research – a detailed process research the types of words and phrases people are typing to find the products and services offered by your company. We use a range of tools as well as carrying out primary research with your staff and customers to make sure we have the most relevant list of keywords that you need to target in order to drive new customers to your site.
- Content audit/analysis – content marketing is one of the most crucial elements of any SEO strategy – search engines, such as Google, likes to see fresh and interesting content on any website that people want to link to and engage with. We will audit your current content and make recommendations for improvements as well as providing ideas for new content.
- Technical SEO Audit – there are many technical elements that contribute to your website’s ability to rank for specific keywords and phrases. Our SEO engineers will complete an audit of all the technical elements of your page and provide recommendations for where improvements can be made.
- On-site optimisation – based on the results of the technical audit, we will make on-site changes to your website to improve the SEO performance and your ability to rank for the designated keywords.
- Off-site optimisation – one of the most important factors that contributes to your ability to rank well in Google is the number of quality and relevant links pointing to your content and we identify opportunities to attract links to your content.
- Reporting and analysis – the only way to keep improving what we are doing is to analyse and report on the changes we are making and measure their impact. Reporting also helps to keep our clients completely informed in terms of results and on-going performance.
One thing that we are very clear on is the way we carry out all our SEO activity; white hat. “White hat SEO” refers to search engine optimisation strategies that focus on the human audience rather than the search engine algorithms. Google was once susceptible to people being able to ‘trick’ the algorithm to achieve higher rankings, a tactic known as ‘black hat SEO’. Our focus is always on the end user, optimising content for human consumption whilst following the guidelines and rules set out by search engines in order to maximise a website’s opportunities to rank well.