> digital marketing with purpose

Simply, SEO or 'Search Engine Optimisation' is the work put in to improve your internet presence and boost your website's position organically (without relying on paid for advertsing) in SERPS or Search Engine Rankings. Search Engines rank your position using ever changing algorithms taking into account several key factors covered in this FAQ.

The main search engines to focus on in the UK by marketshare are Google 92%, Bing 4% and 2% (July 2019) [Source]

The higher your business appears in Search Engine Rankings, the more opportunity of potential customers clicking onto your website.

Where you are positioned in SERPs can have a major effect on your online success. It is important for your business to aim to appear on the first page of search. At minimum, 71% of clicks go to the first page, some research studies show as much as 92% [Source].

Different studies measure clicks, known as CTRs or Click Through Rates for 1st place rankings at 33%, with second at 15% and third at 9% with a steep drop off after fifth position[Source].

The internet is a competitive arena. Google for example provides results for 63,000 searches per second [Source]. That is why more than 36% of small businesses have an SEO Strategy with an additional 23% planning to have one in 2019 [Source].

If your business wants to survive and thrive in a digital age, SEO is a crucial investment as part of your digital marketing strategy. Let us help, book a FREE 30 minute consultation with an SEO Expert.

Absolutely! SEO is dynamic. Search rankings and results shift and change. What works today, may not tomorrow. Google is constantly updating and refining it’s algorithms. Also, as competition increases it’s important to stay on top of SEO so your website continues to be relevant. Good websites, are doing SEO constantly to maintain and continue improving their rankings. You may rank for your core terms, but it’s important to rank for secondary and tertiary terms as well. It is also worth exploring more opportunities within you marketplace with an addition set of related keywords to dominate.

No one can guarantee exactly where they will rank, but someone’s business is taking up the first page search engine real estate. By doing the right SEO work, at the correct pace, and in the proper manner, clients should expect great results.

Using Google as an example, firstly Google visits websites across the web with automated software called 'spiders' or 'search bots'.

Google then adds correcty optimised and crawlable pages to the Google Index.

When people search a word or phrase in Google, it trawls through trillions of pages in the Google Index and presents the sites it deems most relevant to the search term. The way it ranks relevance is based its algorthm looking at a combination of key SEO factors mentioned in these FAQs.

If your site appears high in the rankings, it is then down to your tiltle or meta description to describe what your page is about and how relevant it is to what the person is looking for.

A well omptimised website will generate more traffic. leads and sales organically over time. Investing in your SEO is essential if you want more traffic. These are the key ranking factors that search engines like Google focus on and they are important to your online success:

Secure & Accessible Website (https v http)

Page Speed (including mobile)

Reponsive Website (mobile friendly)

Authrority (& domain age)

Optimised Content (Qaulity, frequency and lenght)

Technical SEO (keywords, title tags, metadata, HI headings, image alt tags etc.)

User Experieces (bounce rates, dwell time & click through rates)

Citations / Links (Backlinks to & from Authority sites, internal links)

Social Signals (indirect factor but important)

Presence (listings, NAPW - Name, Address, Phone, Website Citations)

Reputation (reviews)

To simplify all this - Google is your most important visitor you will ever have on your website. If Google doesn't like your website you will never make it to page 1 in Google search.

For organic SEO, there are two main categories that Google will assess when deciding the best answers to a search query: RELEVANCE and TRUST.

1. RELEVANCE = ONSITE

This is everything on your site from the right content to the right technical set up (speed, optimised code etc.)

2. TRUST = OFFSITE

This is measured by the number and authority of OTHER websites, blogs etc. that mention your website. The more relevant and trusted the source of these links / backlinks - the higher up the rankings you go.

Simply, these are other descriptions of ONSITE and OFFSITE SEO. Any work that’s done on the actual site such as titles, tags, descriptions, content, website structure, etc., is known as On-Page. Any work not done directly on the website, such as blog writing, link building, social sharing, bookmarking etc. is known as Off-Page.

In SEO terms, Keywords are words that describe the subject or topic of what your content is about. They are the words or phrases, also referred to as 'Search Queries', that people enter into search engines when looking for specific content. These are KEY to being found online and fall into three categories:

Short-tail keywords are keywords composed of very generic keywords, might seem appealing because they’re searched in greater volume than long-tail keywords, however, they’re also a lot more competitive. For example "Marketing".

Long-tail Tail keywords are 3 and 4 letter targeted phrases that are specific to your business. They can be easier to rank, are less competitive and often convert better than generic terms. For example "SEO Marketing Agency".

Location-based keywords directly relate to your business’s physical location or geographic area. By using Location-based keywords in you Local SEO, you’re more likely to target relevant visitors in your area. For example "SEO Experts in Peterbrough".

We can help you discover the better performing keywords (that people actually search for), contact us for more info about how we can improve your SEO.

Keyword research is CORE foundation that guides not just your SEO but all of the content produced and the business opportunities you position yourself infront of.

There is simply no point in using lead words that nobody is searching for. Keyword research helps you tailor your content to what people are actually searching for, to ensure you reach increased volumes of potential customers with relevant and timely content, whether in your metadata descriptions, website, blog or social media. This will help you to reach the right people, with the right content - people you are more likely to convert into customers.

It is not a one off task, the right keywords are foundational to your website and its SEO effectiveness along with your content marketing and social media.

An example of the benefits of being in the know about what people are searching for is this: You are a vegetable supplier who delivers veg boxes to homes. We ran a Google search for the keyword phrase "Vegetables home delivery" and there were 40 searches a month. If our keywords were changed to "veg box delivery" we found that there were 90 searches a month. That's over double the potential customer reach just from understanding what people are searching online for.

SEO Keyword research and implementation is time consuming, but necessary. There are all sorts of software tools avalaible to help which save considerable time and effort. We know beacause, as an SEO agency, we use a few ;)

Let us us help you to discover how to leverage keyword intelligence from your sector and your competitiors to grow your audience.Let's talk about improving your SEO.

We are asked ocassionally to recommend a DIY optionKeyword Research Tool for business owners or their internal marketing teams. We say click here for one of the best DIY SEO research tools with pricing options for just about any business.

Implementing Keywords into the content on your website, blog, URL and even your social media posts are key strategies for improving your SEO ranking. However, including the wrong keywords or too many keywords can be just as detrimental. Keywords play an integral role when it comes to helping a small business get found online.

However, as important as keywords are, search engine rankings are also about quality of information. According to Google's Search Quality Ratings, when it indexes the main contet of each page, it checks for factors including:

1. The purpose of the page

2. Expertise, authority & trustworthiness

3. Content quality & amount

4. Website info & info about the creator

5. Website reputation and the online reputation of the content's creator [Source]

Read on to dig into the key ranking factors used by search engines...

Yes. If a business provides services nationwide or even globally, it may try to rank for just the keyword whether short tail or long tail. 93% of online experiences begin with search engines. This is most relevant for businesses who want to scale nationally or have an ecommerce website.

However, 46% of Google searches have Local intent [Source]. A local business would try to rank for the keyword + the geography. So for e.g., a national chain of plumbing supplies provider would want to rank for ‘plumbing supplies’, while a local store that serves just Stamford would want to rank for ‘plumbing supplies in Stamford’.

Local SEO is intended to get customers in the area to support that local business. There are two types of Local search with Google: Localised organic search and GMB Local Pack.

Robust research shows the key factors affecting localised organic serach rankings for business websites:

1. Link SIgnals (Inbound anchor text, linking domain authority & quantity) - 27.94%

2. On-Page Signals (Presence of NAP, keywords in titles, domain authority) 26.03%

3. Behavioural Signals (CTR, mobile clicks to call etc.) - 11.5%

4. Google My Buinsess Signals (Proximity, categories, keyword in business title) - 8.85%

5. Citataion Signals (Aggregator listings, NAP consistency, citation volume) - 8.41%

6. Personalisation (Advanced User Journey) - 7.32%

7. Review Signals (Review quantity, velocity & diversity) - 6.47%

8. Social Signals (Google engagement, Facebook, Twitter enagement etc.) - 3.47%

[Source]

1. GMB or Google My Business (Proximity, categories, Keywords etc.) - 25.12%

2. Link Signals (Inbound anchor text, linking domain authority & quantity) - 16.53%

3. Review SIgnals (Review quantity, velocity & diversity)- 15.44%

4. On-Page Signals (domain authority, presence of Name Address Phone or NAP, keywords in titles) - 13.82%

5. Citation Signals (Aggregator listings, NAP consistency & citation volume)- 10.82%

6. Behavioural Signals (User journey, click-through rates, mobile clicks, clicks to call) - 9.56%

7. Personalisation (advanced dynamic user journey)- 5.88%

8. Social Signals (Google engagement, Facebook, Twitter etc.) - 2.82%

GMB listings are your primary local details which may appear across three locations: Google Search (knowledge panel), Google maps, Local Finder.

The Local Pack shows the top three listings that Google select as most relevant to the search query. Under this there is an expandable section labelled 'More Places' which once clicked will show a complete list of relevant business listings - this is called Local Finder. [Source]

A strong presence is the first step towards successful Local SEO. Your prospects and customers need to be able to find you both online and in the street.

You'll no doubt use the online channel to find an address, phone number, products or sevices and even directions as well as to check out a company's credentials or opening hours. Your customers are doing the same.

When your customers look for you or services you provide online, Citations (AKA Listings) make sure they can find you, what they find reflects what you want them to see and that your details are correct and consistent. This falls under the umbrella of Reputation Management or 'RM'.

Search engines love Citations - it is one of the primary factors Google considers when deciding the ranking order for local searches. Conflicting or inaccurate listing information can have a negative affect on your Local SEO and many businesses neglect Citations. It is vital to include Citations in your Local SEO Strategy.

Simply, a Citation is simply any mention of your business on the internet, including your website link and Name, Address, Phone number (NAPs). There are some key listings platforms including Google My Business, Google Maps, the main listings aggregators and online directories such as Yelp, Yellow Pages as well as social media platforms and blogs.

We help local businesses to get found, increase traffic, leads and conversions with powerful SEO services including Citation building and management. If you want a better local online presence and more customers, please get in contact, we'd love to help. See our blog unpacking Citations in more detail - click here

Reviews are written by your customers on websites or other supporting platforms that can improve reputation, trust and relevance with both search engines and potential customers. These show that people are talking about your business online. Some of the key review platforms are Google My Business, FAcebook and Yelp.

There numerous other general review platforms such as Bing and industry or geographic specific platforms such as TripAdvisor or Healthgrades to name a few.

At first, some businesses are worried about not being losing control of what is being said about them and the time involved in managing the reviews process. However, they are powerful in both influencing how your business is perceived as well as positive ranking improvements.

In fact, a recent survey found that 68% of people say review sentiment influences the trust they feel in a business [16]. In addition 84% of people trust online reviews as much as a personal recommendation [17] . So, in the research and decision making stages, this can be a strong influencing signal for your business.

Reviews are actually as good way for businesses to understand what thier customers actually think of them, giving the opportunity to improve the relationship and understand where any shortfalls are, such as poor customer service, and strengthen them. Considering that gaining a new customer is 25 times more costly than retaining an existing one [18], the incentive is there for businesses to take their online reputation management seriously.

Let us help. We provide a comprehensive reputation management audit and manage your reviews, listings and social media. If you want a DYI solution we can set you up with a software that will save you time and allow you to manage all of this in just one dashboard.

Reputation on the web is incredibly important and local businessses need to pay attention to what is being said about them online.

Contact us for more info.

Links are an important component of a strong SEO strategy and can help boost your SEO rankings. Links help build your online reputation and authority for both search engines and your users. It is important to understand the different types of links.

Inbound or Internal Links - these help users navigate the content on your website and improve the user journey which is important for improving SEO rankings too. Search engines can crawl and index your content more efficiently which is important to boosting your rankings.

Outbound or External Links - are links from your website to other sites. The quantity and qualiity of these sites are important as these can improve your authority and credibility by linking to trustworthy and informative external websites.

Links are an important factor of Google's search ranking algorithm and should be part of your SEO strategy and content marketing plan.