Don’t know SEO? Then start your journey right here

General SEO

Boss & SEO

The end goal is to generate high volumes of quality traffic for free using organic methods like…

  • Keyword research – to identify the words and phrases your customers are using to search for your business
  • Link building – for example, guest posting on third-party websites in exchange for backlinks to your website
  • Creating tailored content – like blogs, landing pages, and FAQ pages that answer users’ questions
  • Improving site speed and layout – so visitors aren’t confused or frustrated when trying to access your content

Adopting these white hat practices – and making them a habit – will improve your ranking in the Search Engine Results Pages (SERPs) and improve brand presence.

SEO should be positioned as a long-term strategy. This means you should be looking 18-24 months down the road. However, that’s not to say quick wins aren’t available.

Some examples of SEO quick wins include:

  • Where the client’s domain has been around for a long time and acquired an amount of authority. However, little or no SEO has been done.
  • If the client operates in a narrow niche we can see quick wins because maybe their competition has neglected SEO. Whereas, if you’re in a really busy space, you’ll always have competitors.
  • Charities tend to have quick wins too because of massive domain authority. They also tend to struggle with SEO but have a lot of content on their website waiting to be optimised.
  • tend to have a lot of URLs (as with charities) – again meaning there’s great potential for site optimisation
  • dynamically generated URLs that result in duplicate content issues that are relatively easy to fix

Local SEO helps too

Geographical presence provides some easy SEO wins too. So, if you’re a dentist, a firm of solicitors, or any sort of geographically centric business you’re likely to have some quick win opportunities.

Why is this? There’s probably only a handful of brands competing for the relevant search in your area.

Although results can show in days, for 70% of brands It is a long-term game where it’s about looking 18-24 months ahead.

Commit relentlessly for that period and great things could happen for your business.

So, this will vary depending on the market. Usually, we would agree on some headlines and supporting secondary metrics.

  • Where SEO is a priority headline metrics are likely to include a non-exhaustive list of priority rankings and organic traffic to key products and service landing pages.
  • Secondary metrics, meanwhile, may include conversions created as a consequence of organic traffic engagement stats and technical performance metrics.

In terms of frequency, we believe in lightweight, regular reporting often automated from Google Analytics – as opposed to longer, less frequent reports that are too long for our busy customers to read.

Our reports include quantifiable changes in performance. Tasks we’re working on that week. How we respond to events.

That said, if you need a more substantial report, be it on Google Data Studio or anything else, we’ll be happy to provide that too.

We have experience with all major SEO tools, platforms, and software – and are happy to use whichever you prefer.

SEO tools we use on a daily basis include…

  • Google Analytics – a web-based platform that provides statistical insights into customer behaviour
  • Google Data Studio – a simple tool that converts data into visually accessible dashboards and reports
  • Screaming Frog – an auditing program that identifies site deficiencies like duplicate content or slow loading speeds
  • Google Search Console – measure performance, identify and solve issues to make your website truly dynamic
  • Semrush – not too dissimilar to Google Analytics Semrush delivers insights to help businesses lever better competitive advantage

Using these SEO tools in isolation – or as part of a dynamic combination – we create tailored campaigns for our clients that work.

Once upon a time, links were the driving force from unique domains that were behind SEO success. Although this is still true in broader markets other factors – like brand searches, technical mobile performance, and social signals – carry significant weight.

In competitive markets, it’s important to have a link acquisition strategy. That’s why big brands spend huge amounts on PR – because it can generate a healthy number of backlinks.

Relying on PR alone to underpin your SEO strategy is dangerous though. The process is unpredictable and could generate zero backlinks. Equally, it could generate hundreds or even thousands.

Budget is important. If your pockets are deep it matters less if you have dry months where nothing is happening – in which case press campaigns could work for your business.

Small businesses could try and grab links by

  • Guest blogging – a process that can work but relies on building a relationship with the host and proving you can deliver high-ranking content
  • Building relationships with local businesses, partners, or suppliers and generating a healthy quota of backlinks via their websites

SEO progress can be rapid. For example, if you’re competing in a niche market or small geographical area results could show within days.

Otherwise, achieving domain authority takes time and for a range of issues, including…

  • Trying to cut through the noise in an ultra-competitive market sector
  • Technical problems – like slow site speed or URL structural issues
  • Content problems caused by duplicate pages, poorly targeted keywords and more

Relying purely on SEO for lead generation is therefore unwise. That’s why it’s important to have in place a solid PR strategy – and canvas segmented customer lists via specially targeted email campaigns.

When competing for an SEO keyword the success of your bid will partly depend on your domain authority. In other words, if your website is in good shape, you’ll have an advantage over a competitor whose site is new, slow, or hosts duplicate content.

But a hygienically sound website isn’t an automatic pass that’ll reward your business with PPC success. And so the connection between the two is arguably tenuous.

Here’s the reality…

  • SEO and PPC both matter and can work harmoniously – using a paid ad to drive traffic to a thought leadership piece or sign-up page
  • PPC, like other forms of content, should be AB tested to determine which approach works best
  • In most cases SEO takes time to work; meanwhile, PPC produces measurable results overnight

Become fanatical about understanding your customers’ needs. What are their challenges? How can you help them overcome these obstacles? Don’t shy away from difficult questions and instead be bold.

  • If you’re more expensive than your competitors, explain why
  • Don’t just talk about the pros of your product, explain the cons

By answering questions honestly and comprehensively you’ll build trust with your audience – increasing the chances of converting them into customers.

What has answering questions got to do with SEO? Absolutely everything. Search engine giants like Google exist for one reason only: to provide the best answers to users’ questions.

So make answering questions a daily habit. Before long your website will become the go-to resource for curious customers seeking answers they can’t get elsewhere.

We have SEO case studies spanning the last 13 years, during which time we’ve generated over a billion website visitors for our happy clients. And yes, we have plenty of SEO case studies relating to the professional services, B2B, and health and fitness sectors we’d love to show you.

Our clients would be more than happy to answer any questions you have about how we work too – and the results they’ve achieved as a direct consequence of working with us.

So far Boss Digital has:

  • Generated over a billion website visits for its customers
  • Run more than 500 campaigns

Even if you have knowledge of SEO, you might lack the deeper technical expertise needed to storm the Search Engine Results Pages (SERPS).

Do you understand…

  • On-page versus off-page SEO?
  • The importance of backlinks?
  • Meta titles and descriptions?
  • Keyword density rules?
  • How local SEO works?

Our SEO specialists will work tirelessly on your behalf, taking full accountability for activity across all your channels – taking a content-first approach that builds your brand simultaneously.

Our approach to SEO is always white hat and designed to optimise user experience at each stage of the buying journey.

Adopting this ethical approach to SEO we…

  • Focus as much on building brands that deliver real value to your customers
  • Look for quick wins to get you in front of your customers faster
  • Keep our finger on the Google pulse to keep our approach fresh
  • Design technically proficient websites that are easy to navigate

By following this tried and tested approach we’re confident top rankings will follow for your business.


No causal link between social content and SEO has been proven. But creating a backlink in a Facebook post will drive traffic to your website – sending a signal to Google that people are engaging (which will boost your search rankings).

And let’s not forget that your social channels are digital assets too. True, prospects might not make a beeline for your LinkedIn profile – but you can still customise your URL and fill your About section with an abundance of rich keywords.

Overall though there are too many variables. Competitor signals change daily and each vertical is different too.

Duplicate content could be significantly harming your SEO efforts and here are two reasons why.
Spreading your link equity
Repeat your content and Google won’t know which option to choose. This means it will omit duplicates to provide the best user experience. Overall, each duplicate loses potency and it’s not always the original content that wins.
Scraped content
It’s not uncommon for unscrupulous businesses to steal high-performing content and pass it off as their own – so they can get your link juice. So check for plagiarised content often and report the webspam to Google who will then review (and hopefully remove) it.

So, what can you do to prevent duplicate content from harming your SEO rankings?

You could:

  • Take advantage of tools like Copyscape which searches for duplicates
  • Use a tool like Screaming Frog to identify repeated content
  • For internal pages on your site use the noindex, follow value to prevent links from being indexed

There is no recommended word count for blogs. Length of content instead depends on the audience, market, and topic.

  • A blog about how an engine component works will require a minimum of 2000 words – due to the sheer amount of detail required
  • Contrastingly, a blog entitled ‘5 things you need to know about SEO’ will be extremely general and high-level – therefore requiring less content

Opinion within the marketing sector in any case varies. Yoast recommends a minimum of 200 words while Hubspot sets the bar at 2,100 words. Understandably this makes things confusing.

Here’s a tip to help you plan your content accordingly

  • Type in your blog’s primary keyword then skim through the top three Google entries
  • Make note of word counts and calculate the average which you can use as a guide

Google is conspicuously quiet about which factors influence SEO. But its algorithm loves video. That much we do know. A search listing with a video thumbnail turns content into what’s termed a ‘rich snippet’ – increasing the chances of user clicks by circa 26%.

Getting users to visit your website is hard enough. Keeping them there is even harder. That’s where video comes in. Time spent on site is a key metric Google uses to assess websites – on the basis that poor quality content is likely to deter visitors.

Nail your video and…

  • Visitors arriving on your site will stay longer because of your video content
  • Google will promote your content more – resulting in more digital footfall

Creating video content that matches user intent and keeps visitors on your page is a whole different matter and a skill in itself.

Technical SEO is about improving the parts of a website users can’t see. Optimising the backend can greatly enhance user experience – a factor Google uses to evaluate web pages and determine where they sit in the SERPs.

  • Factors that affect user performance include…
  • Duplicate content – an issue that can be remedied using the ‘noindex’ tag
  • Sitemaps – which affect how fast your site is crawled
  • Site speed – the faster the better
  • URL structure – logical and consistent is best

Even if your content is award-winning and matches user intent you’re never going to rank if the technical aspect of your website has been neglected.

A long tail keyword is a word or phrase that, as its name suggests, is longer than average. It’s also niche, meaning it attracts lower search volumes.

Why waste time on keywords with low search volumes? The answer is fewer competitors vying for the much coveted number one spot on Google.

Small markets are good for business. So it makes sense to focus on long tail keywords that allow you to flex your niche and convert traffic into profit.

  • Factors that affect user performance include…
  • Duplicate content – an issue that can be remedied using the ‘noindex’ tag
  • Sitemaps – which affect how fast your site is crawled
  • Site speed – the faster the better
  • URL structure – logical and consistent is best

Even if your content is award-winning and matches user intent you’re never going to rank if the technical aspect of your website has been neglected.

Alt is short for alternative and is a line of text that appears if an image on a webpage fails to load. It helps visitors understand what is missing – and is especially useful for visually impaired users relying on a screen reader to access your content.

Alt tags don’t just improve user experience, they help with SEO too. Keywords and phrases can be inserted to catch the attention of search engines and attract high quality traffic.

Snippets are short but concise fragments of information. Master the different types and you’ll most likely rule the SEO rankings.
#1 Rich snippets
Google results typically comprise a title tag, meta description and link. Rich snippets pull additional structured data from other sources and might include reviews, prices, events, or even recipes. As such they stand out from the crowd.

Rich snippets aren’t a shortcut to SEO success, however. This despite the rumours, which Google recently quashed. Master this technique and you will however benefit from a higher click through rate.
#2 Featured snippetsThese are pulled from web listings indexed by Google bots. The more accurate the answer the higher the content is likely to rank.

A featured snippet could be a…

  • Table
  • Video
  • List
  • Step

Crucially, featured snippets appear above position one in the Google SERPs – so there’s no better way to attract free organic traffic.

It’s worth targeting keywords or phrases that return featured snippets and then answer the question better than your competitor.

To stand a chance of winning…

  • Limit your answer to 40-60 characters and one paragraph
  • Remove opinion from the equation and keep it neutral
  • Use queries like ‘what is’ and ‘how do’

#3 Structured snippets
A structured snippet is a Google ad extension that allows you to add supplementary information. For example, you might want to tell customers what services you offer or which brand names you stock.

Why enable structured snippets? They help prospects understand what you do and make more informed purchase decisions.

You’ll also benefit from qualified leads that are more likely to convert into measurable ROI!

Smaller search engines still have the same end goal as Google: to match user intent with the best possible content. Therefore the same rules apply.

When working on larger campaigns we’ll track performance on other search engines to ensure there aren’t any bottlenecks.

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