search engine optimisation

Keyword Based Optimisation

The foundation for any search engine marketing campaign involves “on-page” search engine optimisation, based on keywords or keyword phrases.

We carry out extensive keyword research using a range of specialist tools and the information gathered during this process helps us to build up a profile of your industry landscape looking at competitors, search volumes and keyword competition.

Armed with this information we make informed decisions on which keywords your business should target. We also utilise our own common sense and experience in search engine optimisation to weed out unsuitable keywords and help you find the ‘gems’ which enable your customers to find your website when they are looking for your products and services.

Having identified the keywords to be targeted, the “on-page” aspect of our SEO service involves changes to the website coding, page structure, META titles and descriptions, internal linking and actual content to improve your website’s ranking performance.

For maximum success this “on-page” search engine optimisation work, needs to be accompanied by “off-page” activities which are covered in the sections on link building, blog content creation and social media marketing.

Link Building

It is a widely accepted fact that search engines look at links into your website as ‘votes’ for the quality and relevance of your website. To put it simply the more links you have and the better quality links you have the higher up the search results you will appear.

We take a strategic approach to link building but we maintain an ethical stance to ensure our clients are never penalised by search engines like Google. Paying for links is not a practice that we participate in, exactly for this reason.

When looking at link building for a particular website we consider the velocity, volume and authority of the links to be developed. This means that we seek to generate back-links (that boost your rankings) from a variety of sources including lower authority but higher volume sources like directories and then lower volume but higher authority back-links like blogs.

Wherever possible we aim to use appropriate ‘anchor text’ in the back-link – this will usually be the keyword phrase we are targeting, as this gives added credibility to your site and helps to boost your ranking for that phrase.

Link building is a very important feature of any search engine optimisation or search engine marketing campaign.