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Search Engine Optimisation, is the process of optimising a website to improve the search visibility on search engines such as Google. Most search engines provide guidelines around how to get the best performance in their index, or search results. By following these guidelines and through strenuous testing and experience, we work to gain advantage over your competitors.

At first many practises may seem simple. This includes creating an effective site structure, optimisation of the page titles and using well-written and structured content. Despite this, it can prove to be extremely challenging and resource intensive. For most businesses, doing their own SEO can prove fruitless.

When we look deeper into the technical aspect of SEO, we can break it down into two key areas. On-site (also known as on-page) and off-site (also known as off-page and link-building).

On-page refers to practically anything that can be changed within the source code of a website. This includes URL structure, meta data, heading tag structure, content and more.

When it comes to on-page SEO, many SEO agencies claim there are extensive changes and quite often lead prospective clients to believe there are critical ‘doomsday’ errors. This can be misleading as on-page is relatively simple, doesn’t take long to and there is very much a ‘right way’ to implement it. Once it’s implemented, it’s monitored using custom and third-party tools and rarely is changed. It may be changed but only usually when there is a change in keywords being targeted or major changes to Google guidelines.

The first step we take after consultation with you, is a careful analysis of your website for any technical issues. Some technical issues are simple to fix, others more complex, but almost all can prevent us from ranking the website.

These kind of checks include things such as duplicate content, broken links (404/403 errors), thin content and various other checks. Once a site is deemed sufficient, we then move on to keyword research.

The basis of good keyword research lies in the consultation with the client. Clients know their customers and business best, so we always look to learn more about the ideal customer and areas of growth in the business and industry. Once this is established, we use a combination of competitor analysis and a range of custom and third-party tools. This information and these tools are used to determine search trends, search volumes and current rankings for your business. From here, we begin to build a list of recommended keywords.

Keywords determine the strategy and implementation of both the on-page SEO and link-building from this point.

Keywords are always confirmed prior to engagement and are unanimously agreed on. This is an important point as many agencies who offer ‘guarantees’ on results rely on choosing low-volume and competition keywords to meet them.

Link-building involves building ‘links’, also known as hyperlinks to the domain we are doing SEO on. Whilst at first this sounds simple, it’s crucial this process is meticulously planned and measured regularly. Not only do Google and other search engines take into account the source of the link, but also factors such as how it links to your website and to what page. In short, the more authority, the better the search visibility. Over time we work to not only maintain, but to increase the authority of the website and pages we are trying to rank. The more competitive the keywords, the more authority or link-building required.

Many agencies have ‘out of the box’ link-building strategies. In many cases, they replicate these strategies across all of their clients or use outsourced and automated link-building to cut costs and time. But, in almost all circumstances this results in poor results. Another common method is using many low-quality links to make up the authority required, rather than focusing on quality. A small number of high authority links is always preferred as it reduces the likely hood of triggering an algorithmic penalty from search engines.

Some agencies don’t build links. This is a concern. Almost all reputable agencies will agree that link-building is critical to the success of a campaign. Agencies who don’t link-build, generally don’t as they don’t have the expertise. Don’t be fooled into thinking it’s ‘black’-hat’ as these agencies claim – If care is taken, reputable sources and methods are used and it’s monitored, it’s highly effective.

Our link-building methods are custom to all websites we work with and can change based on client and domain requirements. Get in touch to find out more.

Our campaigns are results-based. This means client retention is solely based on performance and client experience. We back our ability to not only get your website ranking, but deliver organic growth in traffic and conversions.

At the start of each campaign, we outline key deliverables, KPI’s and timeframes. This ensures we set expectations for both parties and have common goals to work towards.

This method has proven successful for us, as we have a range of impressive SEO case studies and client testimonials. If you would like to see more, please ask.

Many SEO agencies focus primarily on the movements of a handful of keywords and that’s it. It’s important to remember that with an effective SEO strategy, many keywords, not just the ones being tracked will also improve in rankings. This is evident when looking into the organic traffic movements of a campaign, that being just traffic directly from organic search results. There often is a disproportionate increase in traffic compared to the search volume of the keywords being tracked. With that being said, organic traffic and organic conversions (enquires, phone call etc) are the best measure of a campaigns success.

With years of being in the industry, one common problem we hear people have with other SEO agencies is that the reporting is insufficient or in some cases, non-existent.

We rely on our reporting to demonstrate the value we bring, so reporting is highly-important not only to our clients, but to us.

Our reporting tool integrated with Google Analytics, Search Console, MyBusiness, Ads and more. This provides us a platform for highly custom reporting for each individual client with features to help determine desktop and mobile search independently. Get in touch for a sample report and demo.