If your business sector is even vaguely competitive then you’ve probably come to the conclusion that your website needs to rank highly in the search engines to grab your share of the market online.
The trouble is that most business owners have little idea of how SEO (search engine optimisation) works or how to choose a suitable company to help them secure those coveted first-page positions.
To get you started, here are a few options…
- You can view our SEO page and find out more about our SEO services.
- If you are looking for a more sustainable and cost-effective strategy for getting more visitors to your website, you should consider content marketing as an alternative to SEO.
- You can contact us to get some specific advice on your SEO requirements, without obligation.
Or you can read on to find out more about choosing the best UK SEO company…
Understanding SEO – How To Choose The Right SEO Company
First and foremost, (and apologies for the crass analogy here) building an SEO campaign for a business targeting UK consumers is much like building a house; the most important element is the foundations. If you build your SEO campaign on unstable foundations, the result will be that at some point you will end up having to scrap the whole thing and start again.
Unfortunately we come across many business owners who’ve employed SEO companies who failed to build the campaign foundations properly and as a result, it simply doesn’t work for them. This has a really damaging effect on our industry as whole as Clients become disillusioned with SEO and revert back to less effective marketing methods for their business.
So to help business owners make a more informed decision about choosing the best UK-based SEO company, here are a few things to consider when setting those foundations:
Keywords are the terms that a potential customer might type into Google (or any other search engine) when looking for your products or services, for example, ‘Accountants in London’, or ‘Buy Blue Widgets’.
This is an area where many SEO companies go wrong as they allow the customer to choose the keyword. This is like taking your car into the garage and the Mechanic asking you which parts to fit. Keyword selection takes a lot of experience and research to ensure that the terms you want to rank for are both commercially worthwhile and have a reasonable level of competition.
To put this into context, if you want to start selling ‘Widgets’, you want to ensure that the keyword you choose is actually being searched for by people looking to buy ‘Widgets’ and secondly, that the market isn’t already dominated by other ‘Widget’ suppliers, meaning your SEO campaign will be long, expensive and potentially fruitless.
A good SEO company will be able to conduct keyword research for you to ensure you’re targeting the right keywords.
This is one issue that many SEO companies fail to address. A website is not merely the home page; it’s a collection of individual pages that are all opportunities to harvest traffic in their own right. So often, SEO companies advise their Client that all their SEO efforts should be focused on the website home page, despite the fact that in many cases it’s not the best page to target.
We have worked on many websites that now secure over 90% of their visitors through pages other than the home page. The reason why this method is so important is that you can laser-target the content of your websites inner-pages so they are highly optimised for a very specific keyword. Rather than chasing the most competitive keywords via your home page, you can focus your efforts on lower-competition keywords (known as ‘long-tails’) on your inner pages.
If you consider the example of Amazon and Wikipedia, how many times have you searched for something and inner pages from these sites have ranked highly? It’s not the home page of Amazon that appears at the top of the search results if you Google ‘Books on Birds’, it’s one of their highly-optimised product pages. This is because Google sees these inner pages as highly relevant.
And SEO company worth their salt should be helping you develop the inner pages of your website BEFORE any efforts are made to on the sites home page as this is typically the quickest and easiest method of gaining more visitors to a website.
You may already be aware that having links to your website from other websites is important to help define the relevance and importance of your website pages.
In February 2012, Google introduced arguably the most significant update to the way it ranks website pages. Known as Panda 3.3, this update was designed to stop certain website owners from manipulating the search results by adding loads of spammy links to a web page. At the last count, it was estimated that over 700,000 websites were penalized by Google in this update and their website effectively stripped of the free traffic they were receiving.
Unfortunately, many SEO companies are still using techniques that Google would consider “unnatural” and they put the website in grave danger of being penalized. When choosing which SEO company to help you improve your rank, you need to ensure that they are using safe linking techniques. Always keep in mind the following statement issued by Google’s own Head of Web Spam, Matt Cutts:
“Link building is not the problem, it’s the way some choose to build links that’s the problem”
So if the main man at Google says that you need to be careful about linking strategies, you need to take heed.
SEO Alone Won’t Help Your Business
SEO is not an exact science that can be be applied to every website with a ‘one size fits all’ methodology. Any SEO company operating in 2013 and beyond will need to take a holistic approach to helping their Clients gain more visitors.
Investing your money to try and get a handful of your search terms on the first page of Google is a fundamentally flawed approach – don’t do it.
Here in the UK, the opportunities to transform your business into a market leader, whether that be locally or nationally, are still enormous if you get your SEO and online marketing right. Notice that we also include the term, ‘online marketing’; that’s because SEO on it’s own won’t transform your business.
For more information on how we can help your business online, give us a call on 01252 416 222 and we’d be delighted to have an initial chat about your business and what we can do for you and the best way forward.
Free Website SEO Health Check
If you would like us to take a look at your website and identify the key issues that are stopping you from dominating your market then you can take advantage of our free website health check service.
To book your free check, simply complete our brief form by click HERE and our marketing experts will provide you with a constructive appraisal of your website and what you can do to enhance your chances of gaining more customers online. This service is totally free, 100% confidential and without any obligation to use any of our services.