Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is about ensuring your brand, products and services are visible in search engine results - specifically Google. Naturally, the higher a website ranks in the results the greater the share of traffic it will receive. It goes without saying that effective SEO is fundamental to a successful digital marketing strategy.

When someone needs to find an answer to a question, they often turn to a search engine. In the UK specifically, Google has an 90% market share*.

As your customers progress through their buying cycle they will use a variety of navigational, informational and transactional queries. By working with you to understand your audience and ideal target customers, we can help identify which are the most valuable phrases and topics for your business. We then help optimise your website and online presence to boost your rankings, allowing you to reach more customers, and generate more quality traffic.

Search engines such as Google will serve people what they deem to be the most relevant results for a given search query. Unlike sponsored ads, it isn’t possible to pay Google to rank a website higher in the organic listings.

Your customers will use search engines for a variety of queries as briefly mentioned above, and they will also use search engines to search for local businesses. With the search engines offering the first point of contact for many potential customers, your website title and description must also be compelling and engaging for them to click through to your website.

The process for optimising rankings, and getting your website to appear higher in the results isn’t a dark art. For example some of the factors that can influence rankings include:

  • Site speed
    • How quickly your website loads, which can be influenced by the design and technology that underpins it
  • Website Security
    • Whether your site loads securely over HTTPS instead of HTTP
  • User Engagement
    • Do users exit without interacting or viewing more than one page (bounce rate), and time on site
  • ┬áMetadata
    • How the pages and information are structured for search engines to crawl and understang
  • Referring Domains
    • How many websites (and individual pages) link to your website, as well as the quality of the websites linking

Naturally, organic listings are more trustworthy than sponsored ads. But, in order to achieve higher organic rankings, high levels of expertise and resources are required to get results. This is where we can help.

 

Our Process

The process starts with an audit of your existing website(s). By identifying and fixing any immediate issues there are often some quick wins that can be made. This audit will also help highlight any gaps that need addressing, both on-site and off-site.

As we prefer to work as an extension of your business, we truly want to understand what generates you valuable business. By working closely with key stakeholders, and analysing your analytics, we can then define your ideal customer’s online journey, and evaluate what topics and phrases are most relevant.

Building the SEO strategy around your key audience persona(s) allows us to align all activities, ensuring resources are allocated to achieve the best results.

At the end of each month we report on your results, providing detailed analysis on the performance of the SEO campaign(s) and the value generated.

We are always transparent on work completed, and you get access to our project management software, so you can also see all the work planned for the coming weeks.

 

 

* http://gs.statcounter.com/search-engine-market-share/all/united-kingdom