When we first opened our doors in 2010 we were in fact a pure SEO agency, specialising in technical SEO, on-page optimisation and link building. A huge amount has changed since then as we have evolved to deliver broader brand and content strategies, but SEO remains at the heart of every campaign we deliver.

why is seo still so powerful?

Organic search, particularly Google, continues to be the starting point for the majority of consumer journeys. Furthermore, the intent to buy/enquire is so much higher than through our channels. The upshot is that for most businesses the search engines represent not only one of your biggest traffic sources, but also the highest converting source of traffic – a pretty powerful combination!

how has SEO changed in the last few years

When we first began the focus was almost entirely on on-page optimisation and link building. Google introduced a number of hefty penalties between 2012-14 that turned this on its head. Since then SEO has no longer been about obsessing over links or stuffing in hundreds of keywords, but rather on building real brands.

Ultimately Google understands that all people care about is finding the best content from the most trusted brands, and Google exists to give the people what they want, so as an SEO agency it makes sense to focus on those two things – building trusted brands via great content.

Here are some of the places our clients have been featured

Rankings we've achieved

Mobile Insurance – #1

Baby Names – #1

Hiking Holidays – #1

Cakes – #4

Industrial Flooring – #1

Pregnancy – #1

Roller Garage Doors – #1

Tea Towels – #2

Printed Tea Towels – #1

Industrial Shutters – #1

PPC Management – #1

Brochure Design – #2

Used Trucks – #1

Phone Insurance – #1

What's involved in a modern SEO Strategy?

Technical Optimisation

The first step is to ensure that the website is functioning well technically, particularly in terms of page load speed and browser and device compatibility. We set up Google Search Console and check for crawl and indexing errors, messages regarding penalties and opportunities to set up rich snippets and schema so that Google can better understand the content of the website.

The other important change from a technical perspective has been Google’s emphasis on mobile user experience. If the website does not perform well on mobile then that’s a real barrier to rankings, particularly since Google made their “mobile first” announcement, stating that even rankings on desktop could be determined by the website’s performance on mobile.

on-page optimisation

While it’s no longer advisable to obsess over specific keyword densities, it’s still important to ensure that the title tag, image alt tags, URL’s and, where appropriate, headers are all optimised for your target short tail terms.

broad relevance

The big change to on-page SEO is that Google now places greater emphasis on the user intent. For example, when a user searches for a particular keyword, there is a vast array of possible things that they will be hoping to find. That may include video, reviews, case studies, hi-res imagery, address information, technical information, live chat and 500 other possible things. It’s therefore essential to consider each of these user intents and ensure that there is corresponding content structured intuitively throughout the landing page.

high quality link acquisition

Link building has changed a lot in the last 5 years. Tactics that would have once guaranteed rankings and success now guarantee penalties and failure. That said, links continue to be perhaps the single biggest signal of authority for a website, but they must come through legitimate means. Consequently tactics such as content marketing, PR and influencer engagement – all means of attracting high quality links – are now hugely important for SEO.

user engagement

Google wants to see that when users land on a webpage they are experiencing content that engages and satisfies their user intent. Consequently there has long been speculation that Google uses time on site, bounce rates and page views as a means of determining rankings. That theory has its shortcomings as it would depend on all sites having analytics installed, which they don’t, but there is a consensus that Google does use a combination of dwell time and click through rates.

Dwell time essentially represents the amount of time that a user spends on the target site before returning to the search engines and can be impacted through rich content and an intuitive navigation, particularly on mobile. Meanwhile click through rates from the search engines can be impacted through compelling sales copy within the meta descriptions and rich content pulled through via schema.org, such as reviews, addresses and event information.

recent seo articles

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SERVICES

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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.