Search engine optimisation 

With a reported 200+ factors that Google may, or may not, use to determine your site’s visibility for searches, there is a lot to understand about SEO. Successful SEO programmes need to take account of three broad themes:

  1. Technical engineering – making sure the website is well engineered and adopting the various best practices as detailed by Google
  2. Content – good, unique and engaging content
  3. Popularity – the popularity, expressed generally by 'respected' links, to your website and your content

It’s a good idea to think about SEO from Google’s perspective. Fundamentally, Google wants to return the best search results for a user’s query. That’s at the heart of their business, and that’s why so many people use Google as the default search engine. So what makes a good search result from Google’s perspective?  

  • A site that’s well engineered and maintained, fast to load and works properly on different devices – after all if you don’t care about your website why should Google?
  • Content that is relevant and useful to the person in relation to their search query.
  • Websites that the ‘internet’ have voted as popular, trusted and reliable.

That’s the easy part. The reality is that each of these areas needs careful consideration and a well thought through strategy to achieve good SEO performance.

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SEO audit

Have you found that your site is not performing for the search terms that you think it should? Then an SEO audit is worth the investment. Our comprehensive SEO audit can cover eight key areas:

  1. Search accessibility – how do search engines find and index your site?
  2. Indexability – how many pages are being indexed and are there any conditions that could lead to any likely penalties?
  3. On page ranking factors – reviewing items such as the URL structure, duplicate content and the information architecture
  4. Content strategy – reviewing uniqueness, engagement, popularity, frequency and depth
  5. Off page ranking factors – reviewing popularity, trustworthiness, backlink profile and authority
  6. Competitive landscape – understanding your competitors' search profile
  7. Reporting – how are SEO results tracked and reported on?
  8. Management – how is SEO managed and how are important changes in the SEO landscape factored into day-to-day operations?

The results of the audit can then be prioritised based on our understanding of the significance of these areas for your business, and the likely effort required to address them. We can then group these areas into work streams to be actioned.

Negatively impacted by a Google Algorithm update?

If you’ve been slapped by Fred, penalised by Possom, Penguin, Panda or even by a unnamed update from Google, then we can help. In 2016, Google issued 11 updates to the algorithm, and keeping abreast of these changes is an important part of our work. Our team can help you navigate these updates and advise on the impact. And if you’ve been negatively impacted, we can help you with that too.

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