back  

Search Engine Optimisation (SEO)

Keyword research

Keyword research is the foundation of an effective search engine marketing campaign. The objective is to identify the most likely set of keywords that your target audience would use when searching online:

• select possible list of keywords
• research additional keywords based on industry and competitors
• determine current keyword popularity and keyword effectiveness

Keyword effectiveness is a measure of the number of other pages competing to be found for a particular keyword and the number of times a keyword is searched.

Competitor analysis

In the context of search engine optimisation, competitor analysis involves researching the key words and phrases your competitors are using, what SEO techniques they have employed and how well ranked they are.

This information can assist in determining how best to optimise meta tags and page content and where to source backlinks.

Traffic measurement and reporting

Website traffic analysis helps the website owners and search engine marketing team study the behaviour of vistors to the website and measure the success of the ongoing SEO activities.

On page optimisation

On page optimisation involves changes to the structure and functionality of a website’s pages to ensure that the actual HTML code, meta tags, hierarchy of titles and text, keyword placement and keyword density are correct for natural search engine discovery and ranking.

This process aims to improve your site’s usability and readability for visitors and the search engines.

On page optimisation does not guarantee a higher position in search engine but when integrated with content optimisation, link building and other search engine optimisation services will increase the effectiveness and likelihood of better search engine rankings.

Content optimisation, copywriting, copy editing

SEO copywriting is about ensuring that target keywords and phrases are used with appropriate frequency and correct positioning whilst making the copy easy and enjoyable to read for the target audience.

Link building

Link building is a natural search engine optimisation (SEO) technique that involves researching, requesting, and submitting quality backlinks from external sources with the intention of increasing a webpage’s position in the search engines.

Backlinks are links to your website. Search engines consider links to your site, especially links from other good and popular sites, to be positive indications of the quality and relevance of your site.

The ‘quality’ of these links is a key factor in the success of SEO activities. We do not use link farms and link exchange schemes as they are considered unethical and their use can have a negative effect on search ranking.

Blogs and blogging

Blogs are one of the most popular and effective search engine optimisation (SEO) techniques. They are an easy way to generate the regular fresh content for your site that the search engines and visitors like.

You can use a Blog to share your views and ideas and provide updates and information about your organisation, the industry you operate in and your recent activities.

Blogging is also a great way to get feedback and establish a direct dialogue with your audience by allowing readers to comment on your posts and other comments.
All this may sound like it’s going to be expensive. As with most things in life, you get what you pay for. To put things in perspective it’s worth looking at what it costs to purchase advertising space. For example in a local paper or magazine you might pay £80 for a few lines of text or a classified ad, but for that price you won’t get into a national newspaper at all.

SEO is all about increasing the volume and quality of traffic to your website in a highly targeted manner – the time and money spent on these activities will have more far reaching and longer term benefits than the equivalent spend on display advertising. Your budget for SEO should reflect this.

We offer a range of SEO packages which you can select from as well as options for customising a package to your particular requirements.

We also provide SMO services to complement the SEO activities. These can be provided as part of the packages or as separate services.