Search Engine Optimisation (SEO)
Whether you're planning a new website, or looking to improve the rankings of your existing site, our Search Engine Optimisation (SEO) service offers you in-depth and up-to-date expertise on Google and the other major search engines.
Our own websites are built using the latest standards employed by Google, Yahoo and Bing, and understanding the development of search engine technology is a core part of our business.
Search Engine Market Share
The online market continued to grow strongly over the past 12 months. Emerging economies such as India and China, and the continued migration of high street shoppers to the Internet, contributing to a 37% growth in volume.
Our table shows the market share of the three major search engines, and is compiled using figures reported by Nielson, comScore and Hitwise.
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Having broken through the 80% barrier in 2010, Google's share has stablised around this figure. The launch of Bing saw a sharp rise in Microsoft's share of the market, however, this is primarily a US trend, with UK users overwhelmingly loyal to Google.
Although we also run PPC campaigns on Microsoft adCenter, Google's dominance of the search market makes these platforms a marginal choice for most UK advertisers.
What is Google Panda?
First released in February 2011, Panda is the term used by Google to describe changes to its search algorithms designed to promote sites with high quality content, and penalise "content farms" or sites with content that it deems to be of poor quality, stolen or duplicated.
Sloppy styling, poor grammar, spelling mistakes or factual errors are also taken by Google as indicators of a poor quality site, as is a high ad-content ratio (especially above the fold).
Google Panda is particularly problematic as the entire domain - not just individual pages - is penalised, often resulting in a dramatic loss of rank and traffic.
What is Google Penguin?
Google Penguin was first released in April 2012.
This series of algorithm changes focussed on over-optimised sites, particularly practices such as keyword stuffing (overuse of particular terms) and cloaking (serving up different versions of a website to search engines in an attempt to improve rankings).
Unnatural link profiles, paid-links and article spinning (manufacturing content) also place a site's rankings in jeopardy.
Over the past 9 years, we've developed a marketing and optimisation model that ensures the structure, context and copy of your website are optimised for the terms used by prospects in your marketplace.
A well-researched and clearly segmented keyword set is not only the foundation of a successful SEO campaign, it should also form the basis for all your social media and online promotion activities.
Improving your website's ranking takes planning and discipline, and our approach is designed to ensure that our SEO strategy meets the needs of your business.
The first step is to agree a set of Key Performance Indicators (KPI) specific to your business. These typically include identifying the keywords (search terms) for which you wish to achieve a page 1 ranking on Google (85% of all searchers never move beyond page 1 of Google's results page).
In our experience, the techniques used to improve a site's ranking on Google will invariably result in similar levels of improvement on Bing and Yahoo.
Understanding your business objectives is followed by an analysis of the on-page elements of your website. On-page SEO ensures that all elements of a web page can be read and indexed by the major search engines, allowing them to display pages from your site in response to searches by their users.
Our on-page analysis includes traditional HTML elements and Meta Data, together with modern developments such as Authorship markup, Rich Snippets and Microdata (Schema.org).
Our off-page review includes both the number and quality of inbound links to your website, together with its social context, for example, Facebook and Google+ pages.
We first create a list of seed keywords for which your website should be ranking. Working with you, this list is expanded to include all searches relevant to the products or services your company sells.
What is a Keyword Effectiveness Index (KEI)?
A Keyword Effectiveness Index (KEI) measures a search term's suitability by comparing it's popularity (searches conducted per month) with the number of other websites also competing for that term.
Developing accurate KEI is a vital step in planning a successful SEO campaign, as it allows all those involved to focus their efforts on keywords that are both relevant, and for which your website has a good chance of ranking.
Chasing unrealistic search terms is a common mistake in SEO, and results in disappointment and frustration for many website owners.
An initial Ranking Report is created showing the current position of your website for each target keyword. This report is run monthly to monitor the progress of our SEO activities.
We develop an implementation plan and schedule for both the on-page and off-page optimisation of your website, together with the role of social media in helping achieve your goals.
Our role in this plan may include:-
- Implementation of the on-page SEO work identified in our analysis;
- The development and distribution of new content;
- Setting-up a social media context for your business, including Facebook, Google+ and Twitter;
- Developing a reliable ("White hat") link-building strategy;
- Advice on search engine algorithm updates and innovations (especially Google);
- Advice on any website changes that may affect your rankings.
With a proven track record and a results-driven approach, we have built a substantial customer base in the UK who trust us to provide them with up-to-date advice and effective implementation of their SEO campaigns.
Depending on their scope and duration, our SEO services are available as fixed-price projects, by monthly instalments or on an hourly-rate basis.