In this guide we will cover:
-What is organic SEO?
-How an agency, freelancer or a digital marketing company that offers good quality work can help to get a business to the top of Google
-Why whichever business you choose, they must follow “Google’s WebMaster Guidelines”
-How you can use Google Analytics to monitor bounce rates, number of organic visitors
-How we can help your business to improve the number of organic visitors that your business receives
-What exactly is local SEO?
-What is content marketing?
-How can good quality backlinks that are built using white hat methods, and that follow’s Google’s WebMaster Guidelines help my business?
-What does white hat mean?
-What are “ranking signals”?
-How many ranking signals are there?
-What is Google’s RankBrain?
-Why does organic seo take so long?
-Why all SEO work must always be white hat
-Why sometimes it can take a long time to improve where your business ranks
-Why Google’s algorithm only rewards quality work
-Why your onsite SEO must be high-quality
If you are a business owner then it’s highly likely that you will want your business to appear on the first page of Google.
That’s to say it doesn’t matter if you run a plumbing business or you run a solicitors practice that employs hundreds of staff, often you will want to get your business onto the first page of Google.
In order to get your company onto the first page, normally you will need to hire a marketing company to help with this. However when a business owner is looking for agency to hire, often they want a bit of understanding about SEO before they pick which company the are going to hire.
This is our best advice, that is whichever company that you hire, make sure that they offer you top quality white hat SEO.
It’s absolutely crucial that the work is top quality and white hat, because if the work is not white hat then a business might incur an algorithmic or a manual penalty that sells electric bikes or you run a company which employs thousands of staff in a car insurance company is absolutely crucial that you hire an agency which delivers top quality white hat SEO.
What Is Search Engine Optimisation?
So what exactly is SEO?
Well it’s the process of improving a businesses ranking factors so that they rank higher on Google.
However as earlier mentioned if you hire the wrong company or you implement low quality SEO yourself then a business will not go up the ranks it could go down the ranks and the business could even incur an algorithmic or a manual penalty.
So whether you are doing the work yourself or you are hiring a company to do this the work must be top quality.
Whichever company you hire or whether you employ staff in-house to improve your SEO, they must implement high quality work this means that they must build high quality back links, optimise the on-site SEO in a white hat way.
So for example the agency which you hire should improve the following:
• Content marketing
• Evergreen content marketing
• Meta titles
• Meta descriptions
• Anchor text
• Alt text
• On site SEO
• Off site SEO
• Your business might need help with Facebook, Twitter, is the grand, LinkedIn advertising
Google’s Mobile-Friendly Test
You should make sure that your company website has a mobile version built.
If you hire an SEO company or you are going to implement white hat SCO yourself, then we would highly recommend that you first set what is called a Google Analytics account.
It doesn’t matter if you run a really large business or you run a small business it’s important that you have a Google Analytics account, a Google Analytics is really useful it can tell you how many organic visitors your website is getting.
So for example let’s say that you run a car dealership, and you have just hired a marketing agency to help improve your businesses organic SEO, obviously you are going to want to know if the organic visitors numbers are increasing, therefore you will need a Google Analytics account.
With a Google Analytics account it is really easy to see if your organic visitor numbers are increasing every single month.
As obviously if you hire an agency you are going to want to see the number of organic visitors increase.
That’s to say the agency should build high-quality back links, and also improves your businesses on-site SEO, if the work is high quality, then you should start to see the number of organic visitors increase.
Why you must have a lot of patience
A lot of business owners think that organic SEO can be improved quickly, however this is often not the case.
In order to improve a businesses organic SEO, is takes a very long time.
Set up a Google Search Console account
We would highly recommend whether you are implementing SEO yourself or you are going to hire an SEO company that they set up a Google Search Console for your business.
When your business has a Google Search Console this can offer some really useful information, for instance you can see where your company ranks for certain terms.
So, for example let’s say that you run a business, and you sell “electric bikes”, you might want to see where you rank for “electric bikes”, so you might use your Google Search Console account to see where you rank for electric bikes.
What are keywords?
One of the first tasks that your agency might do is to work out which keywords are important to your business.
So what are keywords, what is out words which I use to find a business.
So for example if you run a locksmith business, obviously locksmith plus the name of the city which you are based will be a keywords.
If you are a plumber you might want to use the keywords of plumber, boiler installation, emergency plumber, plumbers plus name of city.
So, keywords are basically words which are important for your business to rank for on Google.
So, for example if you run a scaffolding business you will want to appear for scaffolding companies plus the name of the city in which you are based.
What does PPC mean?
You may hear your SEO companies talk about PPC, yet you might not know what PPC means?
PPC simply stands for “pay per click”.
A number of businesses use PPC, and also organic SCO that’s to improve the businesses sales, sometimes for some businesses, it will take a long time to implement organic SCO to the level where you are generating more sales, this is why some businesses use PPC to start off, and then switch to organic SCO, however other businesses continuously use organic SCO, and PPC,.
Both PPC and organic SEO can be a great way to improve your businesses online marketing, however, if you invest in organic SEO you must pick a company which offers “white hat work”.
What is content marketing?
Often businesses have not got the time to be writing thousands of words every single month, so whether you run a hairdressing salon whether you run a solicitors practice which employs over 100 solicitors, normally a business will not have the time to be writing articles for the company website.
this is why often a digital marketing agencies hired, and the business should write the content marketing in a white hat way, and often a lot of businesses at this the website on a regular basis.
For example, a solicitors practice might add a blog post every single week, this work should be high quality and it should be useful to your customers.
So for example let’s say that your solicitors practice focuses on the area of divorce, you might want to write articles which will help somebody who is about to go through the divorce process.
The work must be high quality.
Often the written articles need to have a high word count and they need to be written on a regular basis, often the business will not have the time to do this themselves to may wish to hire a marketing agency which employs content writers.
It is the content writers job to write the content marketing
What exactly are backlinks?
When you going visit your marketing agency, and they offer you a cup of coffee or tea and you start to talk to your SEO consultant, when they are discussing how they are going to improve your businesses SEO they might repeatedly mention back links.
But what are backlinks?
Well quite simply put if you have a lot of high-quality back links which the agency has built in a white hat way and they have built very high quality back links then this can help to improve a businesses SEO.
However, what you have to remember is that the backlinks must be high-quality.
So, for example let’s say that you run a business, and you sell prestige cars, that’s to say you sell rare high value cars.
That’s the say you sell sports cars, classic cars and rare high value cars online.
Now you have many competitors which also sell high value cars.
You therefore hire a digital marketing agency.
One of the first tasks that they might do is to build high quality back links.
But back links must be high quality, if they are not high quality then the business could incur an algorithmic or a manual penalty.
The back links must be quality, and if they are quality you should aim to have do-follow and no-follow back links.
Your marketing agency should send you a report on a regular basis, this report should detail where your business ranks and also show how it is improving every month.
So for example let’s say that you sell a brand of car, you should have in the SEO report information which showed way you rank for that brand of car that you sell and if you are improving.
So for example let’s say that you sell a brand of car in a main capital city, you will want to see that brand of car plus city and you see that you are improving in terms of where you ranked.
So for example if you hire a really good agency they shared say that at the start of the SEO process you might rank on say page 8 of Google.
However, as the most go on, you should improve the way rank, so they SEO company should be able to improve where your company ranks.
They should do this by improving your businesses ranking factors
That’s the say they should be building high quality back links, but they should also be improving your businesses on site SCO in a white hat way also.
Your agency should be improving your businesses organic traffic
So, what do we mean by organic traffic?
Well, let’s say that you sell classic cars, and you sell a wide variety of different classic car brands, obviously you are going to want your business to appear on the first page of Google.
Therefore the digital marketing agency should improve your businesses rankings for as many car brands as you sell as possible.
Then this might improve your businesses organic traffic.
So you have to think of organic traffic as you would if you were a restaurant owner with diners, obviously you want as many diners to visit your restaurant is possible in order to increase profits.
While this is the same for your business, that’s the say your business where you sell classic cars you want as many organic visitors to visit your company’s website as possible.
However here is the thing, your marketing agency should aim to only get visitors which are likely to become customers.
So for example let’s say that you sell a high value classic car, obviously you will want your company to rank higher for that brand of classic car that you sell or you repair or that you offer valeting for.
But, obviously there’s no point in having thousands of visitors to your company website is then are going to make a purchase from you.
So it is the marketing agency job to think about getting the right customers to your website.
That’s the say what will customers be looking for when they are wanting to make a purchase.
For example if they are looking for a classic car repair business then you will want to rank for this, if they are looking for a company which ballots high-value classic cars then you will want to rank for this, also if you sell a very rare type of high value classic car then you are going to want to rank for that brand of car plus the city in which your company is based.
Therefore there is no point in the marketing agency for example talking about’s how to valet everyday cars because this is not the type of customer that you as a business owner want to attract
What does white hat SEO mean?
You might have arranged to have a meeting at your agency, at the meeting might be your back link builders, your SCO manager, the person who is managing your businesses social media, such as Facebook, Twitter and into the grand and it might also be there somebody who is an SEO strategist which will write the marketing plan for your business.
Now throughout the meeting you might hear the SEO consultants talk about white hat, and you might be wondering as the business owners why on earth are they talking about facts.
After all white hat seems quite a strange term so what does it mean exactly?
Well, white hat simply means that the SEO is done in the correct way.
However what you have to remember as a business owner is this there will be many companies and many employees let’s say they use white hat SEO methods when a matter of fact they might not.
And if they do not use white hat methods then it’s entirely possible that your business incurs an algorithmic or a manual penalty.
So whether you run a business that makes wedding cakes, or you run a business that repairs classic cars or you run a plumbing business, whichever company that you hire to improve your businesses SEO you must make sure that they use white hat methods.
This means that they must use white hat methods whenever they are improving your businesses SEO, so this means that whatever SEO work that they do it must be white hat.
That’s the say whether they are building back links or they are building business citations or they are improving your companies on-site SEO such as writing meta titles, meta descriptions or anchor text the work must always be white hat.
Now here at our agency we think that white hat is the minimum standard, what the agency should aim to deliver is top quality SCO, if the work is not top quality SEO then you are likely to see really good SEO results.
We say that because a lot of businesses now gain most of their business online, so this means that they are often invested a considerable amount of money into improving their SEO, so therefore the standard of SEO to beat is often said extremely high, so whichever company that you hire they must deliver top quality work as often it is not then it might not beat some other companies that have invested in a really good quality SEO.
Why your landing pages and your homepage must be high-quality
Some companies invest in SEO, that’s even though they have a really cheap looking website, if the website is really cheap looking, and it doesn’t sell your services or products in the best possible way, then it’s likely to mean that your business has a high bounce rate
Now, that solicitors practice might have had a website for a very long period of time, it’s just now that the company website looks dated and it looks cheap.
Yet, the company wants to invest a lot into organic SEO, what the business might find sometimes is that the bounce rate for that company website is very high.
What is a site map?
You may hear your web design company or your company talk about a site map, you may wonder what a site map is.
Sometimes when you go to a companies website, and you scroll to the bottom of that company’s website normally will find nap information that stands for the name of the business, the business’s address and the businesses phone number and often in the footer you will also find a site map.
A site map is simply a map which explains all of the pages and blog post that the company website has.
So for example if you run a construction business you might have a site map which shows that you have a homepage, and about us page, a service page, for example on the service pages you might describe that you offer to build houses, loft conversions and also conservatories for example.
Now your SEO agency might have added let’s say 40 blog posts, these might appear on the site map this is so that your website can be crawled and indexed.
When you visit your company they might say that one of the first things they are going to do is to improve your businesses on site SEO, but what does this mean?
Meta titles and meta descriptions
Let’s say that you run a business, and you run a hotel business, your marketing agency might rewrite the meta titles and also the meta descriptions.
Your marketing company might rewrite the meta titles and meta descriptions, now you might be wondering what on earth are meta titles and meta descriptions?
Well quite simply put meta titles and meta descriptions simply give a brief description about what that page is about, so imagine yourself in a bookshop and you are looking for a book to purchase, you might read the back of the book to obtain a summary of what that book is about.
This is exactly the same when writing a meta title and meta description as it just simply explains what that page is about.
So, for example if you run a five-star hotel, you might want to write in the meta title and the meta description on the homepage that you run a five-star hotel and you might mention the city in which your hotel is based.
Now the marketing agency might rewrite the meta titles and meta descriptions on every single page, so for example on the page that is your businesses about us page you might write a quick description about your hotel, for example it might be an old hotel which is over a hundred years the you might write that you own a Victorian hotel and you might mention the name of the city in which your hotel is based.
Use Internal links
So, why would we say to use internal links?
Well, quite simply put, when you hire SEO companies, they might write a lot of blog posts for your businesses website.
So, let’s say for example that you run a demolition business here in the U.K, and your demolition business covers a large part of the United Kingdom, and you want demolition contracts for houses, and commercial demolition of factories for example.
Well, your digital marketing agency might write a lot of blog posts about demolition for your business, therefore the blog posts that they write might need linking in between the articles. This is called using internal links, it can sometimes help Googlebot, to find all of the pages that your company website has, this can help that page to be indexed.
For example, you might demolish a large tower block, therefore the seo companies may well be writing another article about demolition work that you have undertaken within a city, and that you demolish buildings within a built-up area, you might want to link the article that you have written about demolishing a large tower block before.
As obviously somebody who is looking for a company to demolish a building in a city centre will want to see this demolished a large building such as a tower block for example.
Therefore the SEO agencies that you hire might use, may use internal links and also anchor text.
It’s worth noting that a high-quality, “do-follow backlinks” are worth a lot more than internal links, however, internal links are still an important part of organic SEO, yet whichever SEO companies that you hire they must use the internal links in a white hat way.
Often a lot of companies to be ranked on the first page of Google, the business will need to have high-quality backlinks. (do-follow and no-follow backlinks)
Now, it doesn’t matter if your business sells sofas online, or you run a large solicitors practice, backlinks which are high-quality can help to improve your businesses SEO. However the backlinks must be top-quality, built in a white hat way and also relevant.
Now, what you have to remember as a business owner is that “good quality backlinks” can really help to improve your businesses organic SEO if the links are high-quality.
However, if the backlinks are low-quality then this could damage your businesses SEO.
For example, a lot of businesses have incurred what are called “algorithmic penalties” because they have built backlinks the wrong way.
So it’s absolutely crucial that you only obtain high-quality back links.
For example, let’s say that you run a solicitors practice, you will want good quality backlinks which I are do-follow and no-follow leading to your website, for example, you might have a lot of good quality backlinks which lead to the homepage of your website.
Often the businesses which will rank on the first page of Google will have a lot of good quality back links.
However, what you have to be wary of is if your business was to obtain low quality backlinks and this could mean that your business incurs an algorithmic penalty.
When you go to visit your digital marketing agency, your agency might employ many different staff, for example you might have somebody who is in charge of your businesses social media such as managing your businesses Facebook accounts.
You may then have somebody who build back links for a business you might have a content writer, you may have strategist and you may also have somebody who is an expert at local SEO.
When you hire a large agency because there are so many staff that might working on your businesses SEO account you might be appointed an SEO manager, normally their SEO manager will be your point of contact whenever you have a question relating to your businesses organic SEO.
We would recommend that pick as a company which offers top quality work and also white hat SEO, but we would also recommend letting go and visit the SEO manager to see if they understand about your business and what can offer.
For example you might run a scaffolding business, and you might have over 100 employees, so there’s no point in hiring a marketing company that has a marketing manager which doesn’t understand your business and doesn’t understand the types of scaffolding contracts that you want, for example you might want scaffolding contracts for large commercial scaffolding jobs for example around tower blocks in city centres, if your marketing manager does not understand this then they may optimise your website more the domestic scaffolding contracts which is not what your business wants.
When you hire a agency we would recommend that you make sure that you invest in top quality work that is white hat but that you also go and meet your SEO manager to make sure that they understand your business.
Also when you meet your SEO manager it is an opportunity to discuss with them your businesses SEO report, so for example if you don’t understand what the SEO report means or what some of the words mean then we would highly recommend that you ask your SEO manager to explain the different parts of the SEO report to you.
That’s because you should get an SEO report at least every month, and you will want to make sure that you are seeing if your organic visitor numbers are increasing and whether the business is building good quality backlinks for example, so if you are unsure as to what any of the SEO report means, you should ask your marketing manager
Sometimes you will also have working for you an SEO strategist, it is the SEO strategist job to see how you can start beat your businesses direct competitors.
For example your SEO strategist might say that your direct competitors all have very strong backlinks so you will also need to build strong backlinks as well.
You might not know what a content writer does, a content writer simply write the text for your company.
Normally to optimise a company website there will need to be a lot of text written, this will need to be written in a white hat way and the work should be very high quality.
It is the content writer’s job to write the content and for this to go on say the block section of your company website.
Because the blog posts sometimes have a very high word count for example sometimes a blog post can be 10,000 words, normally a business will hire SEO companies to do this work for them because writing this work can be very time-consuming.
Therefore you should hire an agency which employs content writers, the content should be very high quality it should be written in a white hat way and also the content writer should understand your business.
So for example let’s say that your business is a construction business, the marketing agency should spend the time to understand your construction company and to understand the type of construction work that your business wants.
You should make sure that all of the content marketing is written in a white hat way. The work should be very high quality and should also be white hat.
Social Media Manager
When you hire a marketing company, you may want company to also manage your businesses social media. Because some businesses posts to Facebook, instant grand and LinkedIn on a regular basis, you may want your marketing agency to manage your businesses social media.
So for example when you hire a digital marketing agency they may write a piece of content marketing and they may add this to your company website, they may also promote that work by Facebook or LinkedIn or instant grand for example, this can help to get more visitors to your company website.
Click-Through Rate (CTR)
It doesn’t matter if you run a coffee shop, or you run a business which sells thousands of different products, your marketing agency might rewrite the meta titles and the meta descriptions, that’s to see if they can improve your businesses “CTR”.
Some businesses use schema markup also, that is so that they can also improve the businesses “CTR”.
If you do not know what “CTR means”, it simply means “click through rate”, and often a digital marketing agency will rewrite the meta titles, and the meta descriptions on the main pages of the website, thats to see if they can improve the businesses CTR.
So for example let’s say that your business sells “mountain-bikes”, and also “electric-bikes”, your marketing agency might find that when they rewrite the meta titles, and the meta descriptions so that they have bike brands directly in the meta titles that this might improve the businesses CTR.
Obviously you want to improve your businesses “CTR”, as you want more people to choose your business and purchase from your business, so for example somebody is looking for a particular brand of bike, and your meta title says that you sell that brand of bike, then they might be more interested in clicking on your business.
What is an SEO audit?
When you go and visit your online marketing agency, they may say that they are going to undertake an SEO audit, but you might not know what an SEO audit is.
While an SEO audit can help the marketing company to see which areas of your company website need improving.
So for example the agency might see that you need to build more high quality back links, they might see that you need to rewrite your meta titles and meta descriptions, they might see that you need more business citations, this simply means that an SEO audit is used to see where they can improve your company website
Sometimes an SEO audit can be used to evaluate your direct competitors organic SEO, so for example, let’s say that you sell mountain bikes, and the SEO agency spots that your direct competitor has over 1000 high-quality backlinks, this means that the agency that is working for your business now knows that they also need a lot of good quality backlinks if your SCO is to succeed.
Write good quality content marketing
If your business write good quality content marketing then it is more likely the other businesses will want to link to your business.
So what do we mean by this, well let’s say that you run a business that sells car parts, let’s say that you hire a SEO agencies to improve your businesses organic SCO.
And that’s marketing company then writes content marketing which is really good quality, for example it explains how somebody can undertake an oil change, that’s the say an oil filter and engine oil change on a car.
This might get read by thousands of people, and somebody who owns a website that talks about’s car parts and how to improve your car’s performance might choose to link to your website, so this simply means that the user back link to link to your businesses website.
Now if your website is able to obtain a lot of good quality back links, that’s the say a lot of good quality do follow and no follow back links then this can help to improve your companies SCO.
However what St really important to remember is that the back links must be high quality.
So for example let’s say that your business writes a blog post which explains how to remove a dent from the doors on a car. This might get read by thousands of people, and somebody who runs a business which sells car waxes and car polishes might link to your website.
By having this link to the website if the website is high quality then the back link can help to improve your businesses SEO
It’s also worth remembering this, that is a lot of SEO companies believe that back links are a very important ranking factor.
This means that if you have good quality back links then this can improve your businesses organic SEO.
However all back links must be built in a white hat way.
WordPress and SEO
the some businesses they will hire one company to build a website and also to improve the company’s organic SEO.
This makes sense as soon as the website is built, then the same company could start to improve the businesses organic SEO.
A lot of businesses use WordPress, WordPress is therefore used by a lot of companies to have a company website
Why so many companies use SEO agencies
So, many businesses use SEO companies, that’s because they employ people that have many different skill sets, for example, one person might be a link builder, another person might manage your businesses Facebook, Twitter and Instagram accounts, another person might write the content marketing.
So when you hire an agency often the agency will employ many different people that have different skill sets, for example you might have somebody that is able to build back links somebody that is able to write the content somebody that is able to manage your businesses social media, now to employ all these people individually in your company would often be very expensive, that is why so many companies hire an SEO company instead.
Yet with that said whichever companies that hire you must make sure that the work is white hat.
We would also recommend that you pick an agency which is based locally to your company, we would say that because often you will need to have meetings with your marketing company, and if you have to go on a train or for example driver long distance to meet your marketing company then this can often be a huge inconvenience.
So we would recommend that you hire a company that is based locally to your business, as often you will want to meet with your SEO manager, that’s in order to make sure that your businesses organic SEO is improving.
For example, you might have a question that is to do with your businesses SEO report, so you might want to pick a local SCO company that you can mee without driving a long distance to meet them.
Why does organic SEO take so long?
Now as a business owner, you might not understand why organic SEO take so long, that’s the say when you hire an SCO agency they might say it takes over six months in order to improve the businesses organic SEO to appoint where you get on the first page.
Now the some other businesses it might take a a lot longer.
So the business owners you might be confuse as to why does SEO take so long.
But here’s the thing, your business to climb up the ranks, you have to beat the standard of SCO of the business above you, now when you think about it the other businesses might have been investing in organic SEO for a very long period of time, therefore to beat those businesses might take a long time.
So for example let’s say that you run a hotel, it is a five-star luxury hotel, yet your hotel is just been built and the business has just been started.
Now obviously you will want your five-star hotel to be right at the top of Google
However you might be competing with let’s say 20 other hotels, now if hotels had been investing in SCO for a long time then this means that your business will have a lot of SCO work to do
So for example your marketing agency will have to build a lot of good quality back links they will also have to improve your businesses on site SEO.
So for example a lot of five-star hotels, that’s to say all the local five-star hotels might have been investing in organic SCO for a very long period of time, this means that your hotel because your business is brand-new will have a lot of SCO work to do in order to catch up.
Does your business want to use PPC, organic SEO, Facebook advertisements or all of these?
Some businesses might just decide to advertise on Facebook, Twitter and it is the ground for example, some other businesses might choose to invest in PPC and some other businesses might invest in SEO, however a lot of businesses also invest in all of these.
The some businesses the only way that they advertise their services or their products is now using digital marketing, that’s the say without digital marketing customers will not be able to find their business.
So what you find is now a lot of businesses don’t just invest in organic SCO they also invest in local SEO, Facebook advertisements, advertising twitter and advertising is the brand as well as PPC.
Now what you have to think about is whether you want to hire an agency which can manage all of these different forms of advertising for you.
Some businesses will pick different companies to manage the businesses different forms of advertising, for example you might have one company which manages the businesses Facebook adds another company which improve the businesses organic SEO and another company which manages the businesses PPC however companies might find this difficult to manage.
That’s because you will have three different managers often that you have to communicate with this is why a lot of companies are now hiring digital marketing agencies which can instead manage all of the businesses advertising, so when you are clicking an SEO agency you might want to pick an agency which can manage your Facebook adds can manage your businesses twitter add can manage your businesses into the ground add can also improve your businesses organic SEO and can also manage your businesses PPC.
This way you might only have one manager and you might find this easier as you can manage all of your businesses advertising with one company and you only have to deal with one manager.