Search Engine Optimisation (SEO) is a marketing strategy focused on growing the visibility of a website in organic (unpaid) search engine results. Search results are based on 2 factors: relevance and authority. How relevant are you to the user’s search terms and how authoritative is your brand? Your relevance is based on your website content and business location and your authority is based on your brand and it’s online presence.

The likes of Google, Bing and Yahoo! are the major commercial search engines that drive a majority of web traffic and although social media can drive traffic to your website, search engines still represent the primary method of navigation for most web users. This is true whether your site provides content, products, services, information or just about anything else.

Major search providers are always working to improve their technology, but there is a limit to how search engines can operate which means they still need help. Implementing the right SEO techniques can net you thousands of visitors and increased attention, however a wrong move can hide or bury your website in search results where visibility is minimal.

In addition to making content available for search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The internet is becoming ever more competitive and those companies who perform SEO will have a decided advantage in visitor numbers and customers.

Any good web design company will build you a website that is easily indexed and referenced by search engines and some of the other basic SEO techniques can be learned easily by business owners. However the world of SEO is complex and depending on your budget, commitment, willingness and the complexity of your website you may decide you need an expert to handle things for you.

If you use a knowledgeable, professional and results driven company such as ours to manage your SEO then this form of marketing can be more cost effective and lucrative than PPC campaigns such as Google AdWords or email marketing. Ideally the process should start with an SEO audit detailing your current position and outlining a strategy of how best to improve your search ranking.

 

The Components of SEO

Keyword Research

Researching keywords is one of the most important parts of SEO. We begin by studying your content and industry and use this information to generate a list of potential words and phrases that your customers might use to find your business. We then take a look at the competition for those terms and cross reference it with publicly available traffic data to determine the potential effectiveness of each of the terms and filter them down to a handful. This is the starting point for any SEO campaign and is also an ongoing part of the process as certain keywords may be more effective than others. As more data is collected we then decide which keywords are generating the most traffic and adjust your content accordingly.

Competitor Analysis

In order to gauge the effectiveness of keyword research and determine the best course of action for you, we need to analyse your competitors. This will give us an idea of how feasible it is to get you to where you need to be, what budget would be required and give us an idea of which keywords would be the most effective to target. We generate a full report on your competition with emphasis on your leading competitor. The report will detail how we think they got to where they are and what we can do for you to compete for rankings.

Website Content

For search engines content is everything and you can never have too much rich, unique and engaging content on your website. It is important that all of your content is of the highest standard and also easily readable by any search engine robot. It should engage your visitors or otherwise get your visitors to interact in some way with your website, pointing visitors towards your goals for maximum conversion and at the same time contain important references to your keywords. We can optimise your content by creating a structure that search engines love and weave in your keywords while verifying the optimal density of those keywords to ensure quality. Our experienced copywriters and developers can create the highest standard of content that is needed to wow the search engines and engage visitors alike.

Titles & Meta

Meta is the content on your website that is hidden. It is only readable by search engines and is what they use to determine relevance. It is important that this content is highly relevant to your page content and engages the reader whilst being brief. The meta content is used to display the link title and content snippet in search results, so this content is in many ways the most important because it is what your customers will see first. It also needs to engage and stand out from the crowd because more clicks means higher rankings. We can track this conversion rate for you and create good quality, eye catching meta content for all of your pages to maximise conversion and we ensure that search engines can properly read and index it.

Link Structure

Links are the backbone of the internet, therefore they are extremely important when it comes to SEO. Your website should have a well structured linking system which should point visitors towards your goals, but also towards your more keyword-rich content in a balanced way. We can enhance your link structure to optimise it for your keywords and ensure that your page structure is organised to be search engine friendly.

Heading Structure

Structure is important for headlines and other large text on the page. We can organise these for you and ensure your keywords appear in the correct headings to give your content it’s maximum relevance. It is important to have keywords in headings because these are what search engines look at primarily to determine the relevancy of your content.

SEO Friendly URLs

Another factor that is frequently overlooked with websites is the relevance of your URLs. It is yet another opportunity to include keywords which also appear in search results. We can create an effective permalink structure for you and add your keywords to your URLs to add an extra layer of relevancy to your website.

Robot Friendly

Search engines use robots to crawl the web and if your website is not helpful for them it can cause problems with your search rankings. We can carry out checks on your website to establish any technical issues with search engine friendliness and fix them such as fixing robots.txt and sitemap.xml or issues regarding the readability of page content.

Blogging

Fresh content is important and most of it will be in the form of a blog or a news section on your website, but with this type of content time and freshness is an important factor and search engines typically update their index every 2 weeks meaning that much of the freshness is lost. However blogs equipped with an automated ping can notify search engines of fresh content and get the content indexed within seconds of posting meaning that your content has maximum impact and exposure to potential customers. We can set up an effective automated pinging system with XML-RPC on your website.

301 Redirects

Over time things can wear down and break and websites are no different. Pages die and are reborn elsewhere, taking with them the reputation they have built up with search engines. We can redirect your broken pages to relevant content on your website in a search engine friendly manner to keep them happy and potentially give a boost in rankings to your existing or updated content.

Performance

A factor that has become more prominent with the rise of mobile internet is slower connections. Search engines will often look at a websites track record in performance, most notably page load times. A large number of factors will influence performance such as website hosting, caching and CDN’s. These will require a sizeable budget to be carried out properly, but rest assured we have the technical ability to detect where performance might be an issue and to fix it for you.

Security

Websites that are not properly secured leave themselves open to the risk of hackers and spammers attacking their website and ruining their search engine rankings and trust. If security is breached it can have long lasting implications for reputation, for example if it gets flagged for malware in search engines. We can take precautionary measures to ensure this doesn’t happen and with your consent can test your website’s potential vulnerabilities for maximum peace of mind.

Inbound Links

Links are one of the most important factors when determining the authority of a website. Factors such as the amount of time a link has existed, the content, relevance and overall authority of the domain/page linking to you is also a huge factor although an inbound link can never affect your rankings negatively. We can generate effective links with quality content in many ways, most of which are mentioned here.

Google Places

With the rise of mobile internet the relevancy of location has never been more important. Google Places is a great opportunity for businesses in densely populated areas to reach more potential customers. Another factor related to this is your contact details which should be uniformed everywhere. We can optimise your Google Places listing along with your website to be more relevant to location based searches and drive more targeted traffic to your business.

Social Media

Many people think that social media is for sharing selfies and pictures of your food with your friends and while this might be true for them, it is also a major factor in search engine rankings. One of the best ways for search engines to determine the authority of a brand is to look at publicly available information from social media such as how many likes and shares a page has. Social profiles are a good source for inbound links with most platforms providing indexable links and descriptions along with your content. We can make sure that your social profiles and website are correctly integrated in a search engine friendly manner.

Guest Blogging

Blogs are a great source of inbound links, but getting blogs to link to you can be difficult. Guest blogging enables you to get your keyword rich content distributed to authoritative blogs which can give you a huge boost in search engine rankings owing to the authority and relevance of the blog.

Business Directories

Directories are a great source of inbound links and reviews and provide highly relevant content links for your website. Niche directories such as industry related listings are also important for relevance. We can hunt down these directories and add listings to them for you in addition to optimising your existing directory listings to include all important keywords and uniform your contact details if necessary.

Reviews

Reviews are a great source for search engines to look at when determining brand authority and the overall popularity of your products or services. We can help you by encouraging people to write reviews for your brand or products and make your reviews appear where needed and in an effective way.

Get Your Free SEO Audit!

At Fresh Press we believe it’s important to understand how well your businesses website is performing on the major search engines, which is why we provide all of our customers with a FREE SEO Audit. Once we’ve completed the audit we’ll provide you with a branded report detailing where improvements need to be made and how much it will cost. To get your free report simply contact us today!

 

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