SEO.(search engine optimisation)
Search Engine Optimisation (SEO): The process of affecting the visibility of a website or webpage in a search engines unpaid, or organic, search results. – Wikipedia
When taken in brief as with the Wikipedia synopsis above, SEO doesn’t really seem too daunting at all. And sure, up until a couple of years ago the SEO process could be easily manipulated using black-hat SEO techniques such as link farming and keyword stuffing. Not any longer.
In recent years Google have made a big push to clean up their SERP’s in order to take down websites that had been using unethical practises to manipulate their ranking algorithm. Updates of Penguin and Panda shook up the SERP’S considerably and with further frequent algorithmic updates rolling out, Google are not finished yet.
So let’s dispel any lingering myths that you can achieve sustainable results on SEO using quick, old fashioned techniques such as over optimising page titles and building 1000’s of untargeted links. It won’t work and will likely result in being penalised.
So what does it take to be successful in modern day SEO? Well, the answer to that, in our opinion, has always been the same.
You need to be patient and focus on the three primary SEO functions; Technical, On-Page and Off-Page. If any one of these areas is not carefully considered and worked upon, it’s likely that your SEO campaign will not hit its full potential.
In laymen’s terms, technical SEO is the process of ensuring that search engine spiders (or bots) can effectively crawl and index your webpages. This is the starting point of any SEO process and to be done correctly, technical SEO undoubtedly requires assistance from an experienced web developer with SEO knowledge.
Here at Colewood, we have a dedicated technical SEO team that identify and report on technical failings which could be affecting a websites performance. Our tech-team can simply advise of the areas for improvement by providing a full technical SEO audit of your website, or can assist in rectifying the issues.
When focussing on Technical SEO, we consider:
With Technical SEO ensuring that your webpages can be effectively crawled and indexed, On-Page SEO (On-Page Optimisation) is the process of ensuring the search engines are finding the correct content, in relation to the products or services which you are offering.
Whilst the above sounds simple, it is often more complex than you would think. Data from a number of different sources, such as Google Analytics and the keyword planner, play an integral role in ensuring that your website is optimised with the content that is going to help you achieve your website goals. Considering conversion rates, engagement rates and search volumes are all vital to getting On-Page SEO right.
Our data analysts carry out intensive research in to your products and industry before targeting your website with the correct content. Below we have detailed some of the core considerations when carrying out On-Page.
Off-Page refers to SEO activities which are performed outside of the boundaries of your website. Whilst many SEO’s associate Off-Page SEO with link building alone, it’s actually much more than that.
Search engines try to determine the popularity of your website based upon the popularity of your content, social sentiment (and size of audience), as well as the number of high quality links that point back to your site. So here we have three primary considerations for Off-Page SEO, which are: Content Marketing, Online PR, and Social Media.
Content Marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire customer and drive engagement. This content can be presented in a number of different formats: blogs, videos, white papers, eBooks, infographics, case studies, how-to guides, Q&As and photos etc.
It is a method of two-way communication with your audience, allowing them the opportunity to comment and engage. Effectively distributing unique, informative and exciting content naturally results in web users linking back and referencing the content – both of which send all of the right signals to Google.
Public Relations (PR) is a method of managing a brand's reputation by boosting and maintaining a positive relationship between the company and the public.
The corner stone of a strong online PR campaign is successfully creating compelling press releases, feature articles, blog posts and social updates that you and the public can create conversation around. The syndication of newsworthy content acts as natural link bait and makes your voice one of authority within your industry; this in turn affects the way that Google views your site and increases domain authority.
Our team specialise in gaining exposure across high quality, industry specific websites which generate positive citations and links for our clients. We’re able to reach industry influences and deliver your content directly to them, establishing long and meaningful relationships on our client's behalf along the way.
Social media is a platform for social, personal online interaction that is accessible to anyone with an internet connection. Frequent, relevant information from your business fosters brand awareness and improves customer service. Social also serves as a reasonably inexpensive platform for organisations to implement marketing campaigns and competitions, along with direct communication with their target audience, potential clients and existing customers.
Social signals also play a role in SEO. The more that users are liking, sharing and engaging with your content the better search engines perceive the quality of your offering. Positive sentiment towards your brand are identified through social – this in turn can help with increasing website visitation.
We have teams dedicated to leveraging the power of social media for our clients. Audience profiling and analysis allows us to identify what content your users want to consume, when they want to consume it and where they want to consume it.