Search Engine Optimisation (Or How to Get Found on the Internet)
As a digital marketing agency, we promote websites in all sorts of ways. One of these is Search Engine Optimisation (SEO), which remains the single most effective way of getting more people onto your website.
There’s a lot of confusion about SEO these days, which is mainly because it changes so rapidly. The last year or two have seen massive changes, so be careful what you read. Tactics that were useful in the past could actually harm your site now.
That’s why having an internet marketing company supporting you is such a good idea. Non-specialists (even techie people like web designers) simply don’t have time to keep up with everything that goes on. We do this stuff every day, so we’ve got the expertise to give you the right advice.
What’s SEO for?
The point of using SEO to improve your website is to make more money. The techniques we use help improve your search rankings and get you found for more terms, which means more people will come across your site. Once they’re there, other changes we make will encourage people to make a purchase (a process known as conversion optimisation).
All this means the site will be more productive, generating more sales and adding to your profits.
How does SEO work?
There’s a lot of technical stuff that goes into an SEO campaign, but basically it can be divided into two main areas: on-page and off-page. That’s because Google (overwhelmingly the main search engine used in the UK) measures the quality of the site by what’s on it, and the quality and relevance of sites linking to it. If Google thinks your site is of good quality, it will display it higher up in the search results and more people will see it.
Modern on-page SEO involves writing great content for the site, adding a blog and improving technical elements like html tags, sitemaps and site speed. Off-page includes earning and building links to the site; it’s not the number of links that matters any more, but the quality. Social media work also counts as off-page SEO as it has an effect on rankings, as well as being important in its own right.
Choosing intelligent keywords is a big part of it as well, and we’ll help you with that. Some phrases are easier to get found for than others depending on the level of competition, and some aren’t worth targeting as no one is searching for them!
What’s with all the black and white animals?
Search optimisation has got more difficult over the last year or two thanks to Panda and Penguin, two algorithm changes made by Google. Long story short, these changed the way Google works out its results. Panda meant that sites with poor quality or short content took a hit, while Penguin punished sites with lots of rubbishy links.
Luckily for us, we’ve always employed techniques that focus on quality, but other SEO agencies haven’t been so fortunate. If you’ve seen your results slipping over the past year or so, get in touch.
What else do I need to know?
SEO is a process, not a destination. While we can improve your site dramatically in just a few short months, it’s important to continue to add fresh content to the site and generate new links long term. Our team of copywriters and content marketing experts will keep you site up to date, as well as investigating ongoing issues, conducting in-depth research and keeping up with changes from Google.
All our work is detailed in regular in-depth reports, so you can easily keep track of your progress.
We offer a free, no obligation site review to prospective customers, so feel free to contact us via the online form or give us a ring.