Search Engine Optimisation (SEO)

Search engine optimization (SEO) is the process of improving the quality and quantity of user traffic to a website from search engines.  SEO services are the implementation of a set of practices designed to improve positioning of a website in the organic search results pages of the Google search engine, to gain more traffic to that website.

There are 2 main components of an SEO campaign.

The first is On-Page SEO.  This is where we ensure the website is technically optimised to be as fast as possible, to be mobile-friendly and the written content and page descriptions are correctly optimised to include the right mix of your keywords (These are the words that people search in Google to find your website).  

The second part of an SEO campaign is the ongoing link building strategy.  This is a continual program of link building, review, and optimisation, whereby we create content on third party websites that links back to your website.  Google sees these backlinks to your website and views your site as more important, so it then prioritises you further up the rankings.  We continually review and optimise the links, content, and websites we use to build your link profile to ensure it is natural in the eyes of Google, and above all effective.

High quality backlinks are links that are built on websites that Google views as being reputable.  This reputation can be measured and compared using a variety of metrics that each calculate it slightly differently but when used together present a comprehensive picture of website reputation.  These metrics include Moz Domain Authority (DA), Ahrefs Domain Rating (DR), Semrush Authority Score or Majestic TrustFlow.   The higher a website scores on the above metrics, the higher its reputation is considered to be, and the higher ‘quality’ any backlinks from it would be.

Backlinks that are ‘contextual’ – ie. in context, are also considered to be higher quality.  For example, a tourism site doing a backlink to another tourism site will be considered contextual, whereas an automotive site linking to a tourism site will be considered less so.  Google sees other sites in your niche linking to you more beneficial than links from other random, unrelated sites.

Your link profile is the total collection of all backlinks that link back to your website from other websites.  A ‘natural’ link profile is one that grows in an organic, non-programmed way, and doesn’t present any patterns in the way that links are added that would indicate links are being created in an artificial manner (ie. Being created in bulk at one time or by programmed bots.)

Local Citations are backlinks created from directory websites, or other website that allow a profile page and include a backlink, most often local business directories.  Directory websites with good reputations are routinely used by business websites so the backlinks acquired through them are a good addition to a ‘natural’ link profile.