SEO or Search Engine Optimisation is the process of gaining greater visibility within search engines such as Google, Bing or Yahoo for certain keywords or phrases. Specifically, this is focussed on the ‘organic’ or ‘natural listings’ within the Search Engine Result Pages (SERPs) and not the paid ads, known as Pay Per Click or PPC.
Each search engines is powered by complex algorhythms to provide the most relevant results for any given word or phrase. Strong and strategic SEO should target these keywords or phrases most relevant to you or your business in order to give you the exposure you need and enable you to engage with your target audience.
Onpage Optimisation refers to how search-friendly your website is.
This could include areas such as website structure and navigation, content, website speed, proper use of meta titles and descriptions, fixing website errors and much more. Think of this like making improvements to your home, improving it’s overall appeal and function and making it more desirable to live in or visit.
Offpage Optimisation refers to SEO-based activity that is not conducted directly on your website.
This would include link building, social media and begins to lead more broadly into Internet Marketing. Think of this like improving and creating new road and sign systems to your house enabling more people to find it.
In order for any SEO strategy to succeed it is important to dig deep and build on solid foundations of analysis and insight.
Choosing the right keywords or phrases, understanding the search landscape and analysing your competition are some of the integral parts to succeeding in SEO.
A Holistic Approach
There are no quick fixes for SEO or a ‘one size fits all’. All SEO should be holistic, bespoke and relevant to each business, ideally as part of an overall Internet Marketing Strategy.
Having an effective Content Management System (CMS) solution is of great advantage when implementing SEO in order to minimise development time for onpage enhancements.
An ethical (or ‘White Hat’) approach to SEO is always best, building steadily around the human audience rather than focussing solely on manipulating the search engines. This also brings greater reassurance and stability in the face of search engine updates.
An SEO Health Check is an opportunity for an initial assessment for you or your business. This service includes;
- Keyword Analysis and Structuring
- Search Engine Results Page (SERPs) Analysis
- Broad Online Competitive Analysis
- Onpage Website Analysis
- Offpage Analysis
This is where the rubber hits the road with an initial injection of strategic activity based on the insights revealed through the SEO Health Check. Tasks and time can vary depending upon what is required in your unique situation, however nothing takes place without prior discussion and agreement first.
Here we will pick up where we left off and look at where your business is now. Work will be bespoke to your situation and tailored to your needs, whether including additional website enhancements, Google Analytics analysis or more strategic direction.
Just like renovating and maintaining your home, there is always SEO work to be done, however it is important to assess appropriately what is required given the size of your organisation and the resources that are available.
‘What on earth is SEO?’ Wired Wessex, Winchester
It was great to be the guest speaker with Wired Wessex in June, speaking on ‘What on earth is SEO?’. It was a full-house at the Business Centre of Winchester University with 40+ delegates and a good mixture of local businesses from around Hampshire. I spoke about the big picture Of SEO in the context of in Internet Marketing in order to bring greater context and insight before engaging in SEO. We looked at the key elements that make up SEO including keywords, onpage optimisation and offpage optimisation, before digging deeper into strategy and questions at the end. I received lots of great feedback, both at the end of the event and through a steady trickle via email and twitter. A few delegate’s comments below; “Just a brief note to thank you for your input last night at Wired Wessex which was interesting and helped me focus on what to do next!” David “Very thought provoking and timely…I found it really helpful the way you put SEO into context and your explanation of on-page and off-page activity using the house analogy was really effective. You also have a really engaging and open presentation style which made for a relaxed atmosphere where people were comfortable to ask questions. You also handled the challenge well of having such a mixed audience with varying degrees of ability” Tina “Thank you for giving such a well-received talk last Thursday. You gave people a lot of useful information – plenty to think about and try to implement!” Wired Wessex July 01, 2013
Is it time for an SEO Health Check?
Google announced the 24th Google Panda update, impacting 1.2% of UK based search queries since Panda was first launched in February 2011. Sources now suggest that Google is rolling out updates approximately every 4 weeks so don’t get caught out with shabby SEO, nasty link building or flash-in-the-pan results! Quality SEO that stands the test of time and works over the long haul is now more important than ever. An SEO & Internet Marketing Report acts like a health check for your business. Deep and careful analysis will enable to understand how your business is performing online with specific focus in the following areas; Keyword Analysis –Understanding which keywords are searched for, how they perform and which are most likely to drive the best and most traffic. Website / Onpage Analysis – Analysis of your website to make sure that it is as optimised and search-friendly as it can be. Offpage Analysis – Understanding the quality of your external links, Social Media, Pay Per Click and other external digital channels. Competitor Analysis – What are your competitors doing online and how are they performing? This analysis gives vital insight into your online performance, laying the foundations for your SEO and Internet Marketing strategy to bring you online success. So what about your business…is it time for a check-up? January 23, 2013