A Complete SEO Guide for Beginners (2021)

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

 

   

Introduction

 

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

•          Backlinks

•          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.

 

Google Analytics

 

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.

 

Ranking

 

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.

 

Get Backlinks

 

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.

 

SEO Manager/Strategist

 

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.

 

Content Writer

 

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.

 

How can my business improve it’s on-site organic SEO?

Introduction

Okay, so you may run a business hear in Cardiff, and you have hired an online marketing agency to help improve your businesses organic SEO.

There are many ways which a company could improve your businesses on-site SEO, for example they may improve the following:

 

  • Evergreen content marketing
    Why is on-page SEO important?
    Increasing click through rate (CTR) in the SERPs
    On-Page Ranking Factors
    Page titles
    Title Tag
    What are domains?
    What is a meta description?
    Best practice for URLs
    What is Alt Text?
    What is a robots.txt file?
    What are robot meta tags?
    What is Schema.org Structured Data?
    Content marketing
    Meta titles and meta descriptions
    What is Page Speed?
    Lower the bounce rate
    Add titles
    Add NAP information
    Add schema
    Use schema to mark up your businesses NAP information
    What are HTTP status codes?
    To ensure that your company website can be indexed
    To make sure that there are no no index left on
    To make sure that all of the work is white hat
    To add pages
    Add blog posts to improve your businesses organic SEO
    Lower the bounce rate of the homepage
    Make sure that there are no 404 page errors
    To make sure that your company website is fast
    To design a mobile version of the website

 

Now, while on the phone to your SEO consultant, they explain within the first six months they are going to work on improving your businesses on site seo, of course this will vary depending on what that company requires, but lets just say as an example the digital marketing agency plans on working on improving the companies on site SEO for the first six months.

Then when reading through the marketing plan, you see that the business is going to improve meta titles, meta descriptions, alt text, internal links, anchor text, and content marketing, and quite simply put as a business owner you do not know what this means.

So, we thought we would write this article which explains what on site SEO means, and how we improve our customers on site SEO in order to improve their organic seo.


 

How can we get our business, that is based in Cardiff, onto the first page of Google?

 

This is a question that our marketing agency get frequently asked, that is how can a business get onto the first page of  Google?

Now of course, a business can invest in PPC, now for those that do not know what PPC means, it simply means that you can pay per click.

Then instantly your business can appear on the first page of Google.

However a lot of businesses also want to appear in the  Google my business results, and also  Google organic results, and that’s where our agency can help.

We have link builders, copywriters, on-site SEO and off-site SEO, quite simply put we can help your business hear in Cardiff, get onto the first page of  Google.

Now, like most marketing agencies, we charge a monthly fee, that’s to improve your businesses local and organic SEO. Our rates will depend on how competitive your business sector is, for exact quote why not give us a ring?

 

What does on-site SEO mean?

 

Now, when you phone your SEO freelancer, or the agency which you employ, and you ask what work they plan on working on in say the first say six months, they may say “on site SEO”

And often our agency will start here as well, that’s the say we often start by improving a businesses evergreen content marketing.

We often do that before we start to build quality back links.

Also it’s important to remember that if you run an e-commerce business, for example an e-commerce business that sells thousands of different products, let’s say for example that you sell bathroom products.

Let’s say that your business sells bath toilets and showers, and let’s say that you stock over 4000 different items, then it’s obviously going to take the marketing agency a very long time to improve the businesses meta titles, meta descriptions and let’s say the product descriptions.

Now often when a website is first shown to a marketing agency, one of the first tasks that the SEO consultant should carry out is to check if there are any duplicated content marketing

For example, we would say that it’s fairly common, for a website to be designed by a website designer, and that they decide to copy product descriptions directly from let’s say a manufacturers website.


 

We would most definitely not recommend doing this

 

So for example let’s say that your business sells washing machines, obviously each washing machine is going to have a product specification such as how many kilograms washing machine can take in terms of clothes

 

Now, if this product specification is duplicated, then this is likely to damage your companies SEO.

 

So what would our agency recommend instead?

 

Well it’s quite simple, you should not use duplicated content marketing, instead your business should write the product descriptions, and all of the text that is on your website yourself.

 

Obviously if you employ an agency then they will have normally copywriters who will write the work, however the main point that you should remember as a business owner is that the text must be original to your website.

 

By original we mean your business or your marketing agency should have written the work, it should not have been copied from another website as this could damage your businesses SEO.

 


 

What does organic SEO mean?

 

Our business offers organic SEO, that’s the say we work with many businesses within Cardiff that need to improve their SEO, organic SCO is a long-term process.

 

That is why many businesses here within Cardiff hire us to improve their organic SEO.

 

It’s important to note, that our agency will only ever offer white hat work, that’s the say work will always be white hat and top-quality when you pick our agency.


 

We are now going to explain what organic SEO is, and how our company can help your business

 

There are three ways that a business can get its company onto the first page of Google, that is the business can invest in PPC, local SEO or organic SEO.

However, more and more businesses are wanting to invest in PPC, organic SEO, and local SEO combined.

And this stands to reason, for example let’s say that you run an Italian restaurant, and you only large restaurant so you want diners to come to your restaurant to eat in the premises, but you also want to sell takeaways, mainly woodfired pizzas.

So obviously, a business will want to appear on the first page of  Google as many times as possible.

So for example let’s return back to our example of a talent restaurants, and let’s say that somebody is looking for a pizza to be delivered within Cardiff.

Now if your company appears at the top in the PPC results, then below that next to a map your business appears in the Google my business results, then below that right at the top of the organic results your Italian restaurant is also mentioned in the organic results

This obviously means that the business is more likely to be selected when compared to if the Italian restaurant is just relying on one single advertisement for the company.

So whether you run an Italian restaurant, or you are a solicitor that owns a solicitors practice, normally a lot of businesses now in Cardiff want to hire a digital marketing agency like ours, simply because the business wants to appear in the PPC, organic results and also the Google my business results

Now in order to get your business on the first page of  Google, in the organic business results, our agency will need to improve your businesses ranking factors.

Now for your business say to rank ninth in Cardiff for Italian restaurants, means that your business needs to have the ninth strongest SEO for that phrase.

Now when you consider that in Cardiff there might be say 100 Italian restaurants that offer pizza takeaway, you can start to see the scale of the challenge that your SEO agency will have, that is to rank nine they will have to beat 91 other businesses, this is why organic SEO takes time

 

What do we mean by takes time?

 

Well some business owners think that when they invest in SEO, the agency should get a business onto the first page of  Google, in say matter of a few weeks, however sometimes this is simply impossible, when you consider that other Italian restaurants might have been investing for say the last four years in SEO, an Italian restaurant which is just setting up, or just starting to invest in SEO will have to do a lot of catching up.

That’s simply because the other Italian restaurants which have been investing in SEO for say the last four years, are likely to have strong SCO, that is the agency that works for the Italian restaurant is likely to have improved the businesses on site and off site SEO.

So if you imagine for a second a brick wall, those companies might have a high and vast brick wall, and your business might still be laying the first brick, so now you can start to see why it takes a lot of time to start to overtake the other businesses and the scale that wall.

Therefore organic SEO is very different from PPC, with PPC your business can appear on the first page straightaway, however with organic SEO it could take the business a very long time in order to get onto the first page.

Now our SEO consultants are going to describe some of the ways which we improve our customers on site SEO, however we would like to make clear that whichever marketing agency that you hire, that you should always invest in white hat work.

 

That’s the say some businesses in the city of Cardiff, sometimes pick a company just on the price that they offer. That’s the say some businesses opt for the lowest quote, however we would not recommend that you pick an company on the basis of price alone, you should pick an agency which offers quality.

 

That’s to say regardless of price they must offer high quality work, if the agency does not offer quality work and the work is low quality that’s the say the on-site or the off-site SEO is low quality then the business could incur an algorithmic penalty

 

Meta titles and meta descriptions

 

We would recommend that meta titles and meta descriptions are added to each page and to each blog post and that they are written in a white hat way.

 

If you simply do not know what white hat SEO means, then we would strongly recommend working with an SEO agency.

 

Titles

 

We would recommend that a title is added to each page and to each blog post, the page title must be written in a white hat way.

 

High word count

 

We would strongly recommend that each blog post that you add to your company website has a high word count, however we would not recommend just writing a blog post so that it has a high word count.

 

The work should have a high word count, but also the work must be quality as well, by quality we mean white hat

 

 

Blog

 

Often and company will improve a businesses on site SEO by adding blog posts, for example if you own a bike shop, the agency might write articles about electric bikes and also mountain bikes.

 

NAP

 

In order to improve the on-site SEO, your marketing agency may add NAP information to the footer of your website for example, we would also recommend that you ask your agency to mark up the NAP information using schema.

 

Footer

 

In the footer of your website, a lot of businesses add their NAP information, if you do not know what NAP means, it simply means name of your business, your business address and your businesses phone number.

 

Often for the businesses that we work for here in Cardiff we will add their NAP information to the footer of the website

 

Evergreen content marketing

 

Often when a customer comes to our SEO business, one of the first things that we will check is whether the evergreen content marketing is good quality or not.

 

Often when a customer first shows our marketing agency their website, we will instantly see that the businesses evergreen content marketing needs to be improved.

 

What do we mean by improved?

 

While sometimes a web designer will speed up the web design process by offering to write the text for the company’s website.

 

Now the business owners might think this is a great idea, as it will save the business owner time, as often the business owner will not have the time to write the text themselves, however often what happens is the text is very brief.

 

So for example, let’s say that you run a construction business, and the web design agency says we will write the text your construction company.

 

However what can often occur is that on the homepage, about us page and on the service pages, for example the page that talks about that you can build brand-new houses, they might just be one or two lines of written text.

 

However these one or two lines of written text is often not enough.

 

That’s to say often the company will need more written text on each page, so the agency may recommend that the evergreen content marketing is improved.

 

Bounce rate

 

Often then our agency will look to see if your bounce rate needs to be improved as well.

 

What do we mean by improving a businesses bounce rate?

 

Now, as a business owner, you may not know what “bounce rate” means, so when your SEO business calls you to say that your company has a very high bounce rate you may not know what this means.

 

The marketing agency may go on to say that they need to lower your businesses bounce rate, that’s if they are to improve your businesses SEO.

 

However what does bounce rate even mean?

 

Well quite simply put, if the business has a very high bounce rate, it quite simply means that a high percentage of your customers are going on your website and then leaving straightaway.

 

So what does this mean?

 

What let’s say that your business sells electric bikes, and your SEO business says that on each electric bike there is an average bounce rate of over 90%.

 

This means 90% of the visitors that are looking at your companies electric bikes, are leaving the website more or less straightaway without visiting another page, now this is not ideal, obviously you want a shopper to look at a lot of electric bikes, and to make a purchase from your company.

 

So the digital marketing agency should work to lower your businesses bounce rate.

 

Now, it doesn’t matter if you run a florist shop in Cardiff Bay, or you run a solicitors practice right by Cardiff Castle, every business should aim to lower Its bounce rate, As Obviously As a Business you will want to keep shoppers on your company website for as long as possible, so that It Increases the chances that they may make a purchase from your company.

 

Think about this in a different way let’s say that you were running a restaurant in Cardiff Bay, Let’s Say that you were running let’s say a Greek Restaurant.

 

If you are running a Greek Restaurant and let’s say 100 customers into your restaurant, but then they leave straightaway then you would know that there is a problem with the restaurant, perhaps it’s that you got your pricing wrong or perhaps it’s because the customers do not like the menu or perhaps it’s just the decor of the restaurant.

 

What is the sure is that the business owner will have to to change if they are to keep running the business.

 

This is the same when you run an online business, and your business has a very high bounce rate, your company will have to work out why the bounce rate is so high, and how they can lower the businesses bounce rate.

 

Anchor text

 

Your SEO business should improve your companies anchor text, the anchor text must be written in a white hat way.

 

The company might add anchor text to each page, however the anchor text must be written in a white hat way.

 

If your business does not know what white hat means, then we would strongly recommend that your company hires a white hat SEO business


 

Design

 

Your company website must be easy to use

Your company website must be easy to use, for example if your customers find it hard to find the product that they would like to purchase then this is likely to substantially increase your businesses bounce rate.

So let’s say for example that your business sells coffee machines online, if it is difficult for a customer to sort coffee machines by whether they are in stock or not, then this is likely to increase your businesses bounce rate.

 

This is often why many companies which are located hearing Cardiff, often picky digital marketing agency so that the business can offer organic SEO but also web design.

For example the web designers may need to add a feature on your company website so that customers can sort items by whether they are in stock, and also by price, for example sorting by the lowest price items the highest priced item.

If a customer cannot find the coffee machine that they want quickly and they are likely to leave your businesses website and this will increase your company’s bounce rate

 

Internal back links

 

Your company might add internal links.

 

Quality content marketing

 

Low bounce rate

 

Your digital marketing agency should work to lower your businesses bounce rate, for example let’s say that you run a solicitors practice hearing Cardiff.

 

Now your marketing agency says that the homepage has a bounce rate of 80%, obviously this is very high, therefore the marketing agency should work hard to reduce the homepage is bounce rate.

 

Why lower the homepage is bounce rate?

 

Well we would say that the homepage is the most important page on your company’s website, that is if the bounce rate is very high on the homepage, this means that people are landing on your businesses website, and instead of clicking on the services or the products that your business can offer the are leaving which is making the bounce rate higher

 

Copywriter

 

When you hire a company, then normally they will have “copywriters”, the copywriters can then work on improving your businesses on-site SEO by adding quality content marketing.

 

It’s really important that you hire copywriters which understand your business, for example you might employ a marketing agency that only works with solicitors.

 

Therefore a marketing agency that only works with solicitors, should understand your business better because they are used to only working with solicitors.

 

Therefore you may wish to hire a marketing agency that only works with one type of business for example solicitors.

 

Fast

 

Your company website should be fast.

 

For example, let’s say that your business sells sofas, and somebody is looking to buy a sofa on their smart phone, if they find that the website is slow, for example it takes very long to load say 20 sofas, then the shopper is likely to leave your sofa website, which is likely to increase the bounce rate.

 

This is why our company says that your company website should be asked.

 

How can my business, which is based within Cardiff, improve our on-site SEO?

 

Often for a business to improve its on-site SEO it will need the help of a marketing agency, this is so they can improve the anchor text, meta titles, meta descriptions, content marketing.

 

This should all be done in a white hat way this is why you may wish to hire a marketing agency


 

What does evergreen content marketing mean?

 

Let’s say that you run an architects practice hearing Cardiff.

 

Now you may have hired a local web designer to build a new company website for your architects practice.

 

You may be very happy with the design of your architects practice website

 

However, with that said, your marketing agency may want to rewrite the evergreen content marketing, that’s because sometimes, for some businesses, there is sometimes just one line of text per page or a a few lines of text per page and this is not enough, so sometimes a copywriter will need to add more quality white hat ever green content marketing

 


 

What are meta titles and meta descriptions?

 

We strongly recommend that you add a “meta title” and a “meta description” to each page and onto each blog post of your company’s website


 

What are internal links?

 

So let’s say for example that you are looking to purchase coffee beans, and you land on a website which sells coffee beans, and you start looking at say Colombian coffee beans, then the page that advertises Colombian coffee beans, you notice that they also sell Colombian coffee beans but in vanilla flavour.

 

So you click the link that says vanilla Colombian coffee beans, therefore the anchor text is Colombian vanilla flavour and you have therefore adding an internal links within the coffee bean website

 

This can help shoppers to stay on your website, because they might be able to find other products that they wish to purchase, so that they say long on your coffee bean website, this may help to increase sales


What does anchor text mean?

 

Anchor text is quite simply the text that you click on in order to follow a link,

 

Why does my digital marketing agency say that our business should lower our bounce rate?

 

Once your digital marketing agency has started to improve your businesses on site SEO, for example after they have improved the following

 

•       Meta titles

•       Alt text

•       Anchor text

•       Meta descriptions

•       evergreen content marketing

•       Content marketing

•       Added schema

•       Added nap information

 

Then your online marketing agency may start to work on lowering your businesses bounce rate.


We would recommend that you lower your company’s bounce rate

 


 

 

 

What is an algorithmic penalty?

 

All work should always be white hat, if you were to pick the wrong marketing agency, that agency offers low quality SCO, then your business might incur what is called an algorithmic penalty.

 

 

Why choose our SEO business?

 

There are many marketing companies to choose from, however our company can offer white hat SEO.

 

We run a marketing agency hearing Cardiff. Our company is based in Wales, we can offer your business the following services

 

•       Web design

•       WordPress web design

•       Organic SEO

•       Local SEO

 

If your business requires white hat organic SEO, then why not give us a ring.

 

We mostly work with companies that are located in Cardiff, therefore we work with businesses that are based in Cardiff Bay right through to businesses which are based in the centre of Cardiff.

 

We work with many different businesses, we are a white hat company.


 

 

 

 

 

 

 

 

What are “ranking factors” and why are they important when trying to improve where a business ranks on Google?

Within this article we are going to discuss what SEO “ranking factors” are and also why it’s very important that all of the ranking factors are optimised in a “white hat” way. Google only rewards white hat seo.

We will also explain why it’s so important that you invest in top-quality SEO, and why  algorithm only rewards companies both large and small if they invest in quality SEO.


The algorithm rewards quality work

There are over 200 different ranking factors, within this article we shall explain what some of the more important ranking factors are.

However before we go any further, we must explain that you should only invest in “white hat” work it doesn’t matter if you run a bakery or you run a truly massive business that sells its products all over the world, it’s important that you only invest in “white hat” work.

If you do not invest in white hat work then you could incur an “algorithmic penalty”.

Here are some of the more important ranking factors

  • Content marketing
    The design of your website
    The anchor text
    On-Site SEO
    Title Tag
    Alt Text
    Meta Description
    Robots.txt
    Robots Meta Directives
    Schema.org Markup
    Page Speed
    HTTP Status Codes
    Conversion Rate Optimization
    Canonicalization
    Redirects
    Off-Page SEO
    Anchor Text
    Internal Links
    External Links
    Backlinks
    Link Equity
    Setting Up Local Business Listings
    Local Citations
    Why Content Marketing?
    Metrics for Creating Successful Content

 

You may have launched a brand-new business here in Wales, and therefore you have a new company website and are now looking for SEO agencies that can offer “white hat SEO”.

 

On the other hand, might be an established company hear in Cardiff, that’s had your company website for a very long time, yet never invested in s.e.o, and now you are looking to invest in SEO.

 

Regardless of whether your company is brand-new or you have run a business which has been established for a very long time here in Wales, you will want an SEO business that will improve your businesses ranking factors, that’s if the agency is to get business onto the first page of Google.

 

Within this article we are going to look at what “ranking factors” are, plus why your business should choose an agency that offers high-quality organic SEO, which must follow Google’s Webmaster Guidelines.

 

 

What exactly are SEO “ranking factors”?

 

Google’s ranking factors are what are used to work out how strong a company’s S.E.O is. Quite simply put, there are thought to be over 200 ranking factors, not all are worth the same, the businesses with the strongest ranking factors for a keyword, such as “plumbers + city name” rank of the first page of Google.

 

How does Google’s algorithm work?

 

Google’s algorithm uses “Googlebot”, its Googlebot’s job to “crawl and index” the web, then Googlebot relays to Google’s algorithm how strong a business’s ranking factors are, the businesses with the strongest ranking factors, those businesses then rank on the first page of Google.

 

Why does my SEO companies keep mentioning Google’s RankBrain, AI and why we should reduce our companies “bounce rate”

 

So, rewind a long-time ago and your SEO business may have kept mentioning Google’s PageRank score, we think this is less important now, what is important is to have strong white hat SEO, and to work on improving your companies ranking factors, such as obtaining high-quality backlinks, lowering your companies bounce rate, adding quality white hat content marketing.

Why does my SEO consultant keep talking about “Google algorithm updates”

 

A lot of businesses incorrectly think here in Cardiff, that once a company moves up Google’s ranks, that they will then stay there forever. So, for example, a lot of businesses think that once their seo company has got their business onto the first page of Google, that they will stay there forever-however this is not how organic s.e.o works.

 

That’s to say organic seo doesn’t work like that, as other businesses can, and often will develop stronger seo, and they can then overtake the businesses which then have weaker seo.

 

Google’s algorithm updates mean that sometimes businesses do not just move a few places up or down, sometimes they could move many spaces at a time.

 

This is why when you invest in organic seo, even though a marketing agency may have got your business onto the first page of the SERP’s, this then doesn’t mean that the business is going to stay there for any period of time, this is why so many businesses in Cardiff invest in seo every single month, or employ an in-house team of consultants, that’s to try and always improve the businesses seo.

 

So why can’t my SEO business accurately predict when my business will get onto the first page of Google?

 

When you phone around various seo companies, you will often find that a lot of these marketing agencies do not state when a business will get onto the first page of Google, and this is with good reason.

 

The good reason is, if a business has just started to invest in organic SEO, and lets say its main competitors have been investing for say the last 8 years, well, often the business that is just starting to invest in SEO will often have a massive amount of catching up to do, so, this means that often a SEO consultant such as ours, will have to do a lot of SEO work to do before the business can start to move up the ranks.

 

But, why does organic SEO, and local SEO take so long?

 

Google’s algorithm calculates the strength of over 200 different SEO ranking factors, so if your main competitors say here in Cardiff, Wales, have very strong organic seo, then its going to take your company a long time to catch up with businesses that have strong seo, that’s if you are just starting to invest in SEO.

Why should my SEO company in Cardiff follow “Google’s Webmaster Guidelines”

 

Your SEO agencies, or let’s say that you employ an seo freelancer, or even if you do all of the seo work yourself, you must follow “Google’s Webmaster Guidelines”,if you do not, and you use low-quality SEO methods instead, then it’s entirely possible that any company will get a “Google penalty,” such as a “Google Penguin penalty”.

 

Are all of Google’s “ranking factors” worth the same?

 

No, all ranking factors are not worth the same, for example, a really good quality, “do-follow backlink” is worth much more than say writing a meta title.

 

Why does it often boil down to time?

 

You may get quotes which vary massively, one Cardiff seo business might quote just a few hundred, another a few thousand, you must make sure your getting white hat work, but also how much time is the business offering for that quote? Is it 4 hours a month? Or a few days every month?

 

So, what you’re saying in a nutshell is that  “organic SEO” is often a very slow process?

 

Yes, organic seo can often be a very slow process, the reason for this is simple, your direct competitors set the standard of seo that your business must beat.

 

If your competitors have very strong organic seo, then it simply means that normally it will take a long time to beat such businesses, because they may have been investing much longer than your business has. For example, if your direct competitors have say over 1000 good quality backlinks, which are mostly do-follow and all have been built in a white hat way, then if your business is just getting started investing in seo, then it’s going to take a long time to beat such a business, as the standard of seo is set high.

So, what would you say are the most important ranking factors?

 

Well, we would say backinks, content marketing, Google’s RankBrain and also your businesses bounce rate is very important, whichever SEO business that you hire in Wales, they should be improving these SEO ranking factors.

 

What are backlinks?

 

If you were to ask any seo agencies within the city of Cardiff, and you were to ask, what do they think is the single most important ranking factor? Well, most are likely to say that quality backlinks are one of the most important ranking factors.

 

What is Google’s RankBrain?

 

You may have heard your seo agencies talk about “backlinks” and “meta titles” a lot, but what is Google’s “RankBrain”, well it’s AI that’s used by Google in order to help workout where a company should rank,  many seo companies, ours included believe that lowing your businesses bounce rate is important.

 

Why is Google using AI?

 

Quite simply because organic and local SEO and also Google’s algorithm is now a lot more sophisticated that when Google was using its “PageRank algorithm, so now Google is thought too use AI in order to work out where Cardiff businesses should be ranked, and businesses from around the world as well.

 

What are “spam filters”

 

Google’s very clever algorithm, which uses Google’s RankBrain, will weed out businesses that use low-quality seo methods, for example, if a business here in Cardiff built low-quality links, well its likely to get a “Google Penguin penalty”.

 

What is Google Penguin, Google Panda and Google Hummingbird?

 

Google’s algorithm has received many updates, some of these algorithm updates have been very large, such as the Google Penguin updates, these penalised any businesses in Wales and the world that used poor seo methods, such as building low-quality backlinks.

 

What is evergreen content marketing?

 

So, if you were to ask our white hat SEO company what do our seo consultants think is one of the most important on-site seo ranking factors, well, we would say making sure that your business has “good quality evergreen content marketing” is important.

 

Why is a business’s bounce rate so important?

 

We think here at this seo agency, that it’s really important that your business has a low “bounce rate”, you want Google’s algorithm to notice that your company has a low bounce rate, and you can see how high your businesses bounce rate is using Google Analytics, which is free.

 

What is content marketing?

 

Content marketing is simply what you are reading here, that’s to say, often content marketing is written text, however, this work should be high-quality, white hat, and have a low bounce rate.

 

Why must all of the work be white hat

 

All of the seo work should be white hat, it should follow Google’s Webmaster Guidelines.

 

 

Plus, in this article we will explain:

 

•       What is white hat SEO?

•       What are “ranking factors”?

•       Why the SEO work should be high-quality

•       Why some ranking factors are worth more than others

•       Why you should pick an SEO company which follows Google’s Webmaster Guidelines

•       Why organic SEO takes a lot of time

•       Why many SEO companies believe backlinks, which are built in a white hat way, and are high-quality are the strongest ranking factor

 

Now, as a business owner you might not know what ranking factors are, or alternatively you may know if you ranking factors such as back links and let’s say anchor text.

 

However, as our SEO consultants, will explain within this article there are in excess of over 200 different ranking factors.

 

Now, the businesses which are currently on the first page of Google, will have the strongest ranking factors.

 

So, let’s visualise this for a moment, let’s say that you run a hairdressing salon in Cardiff, and you are wondering why your hairdressing salon is not on the first page of Google.

 

Well, it could be because your business has not improved its “SEO ranking factors” enough for your business to be placed on the first page of Google.

 

Now, let’s consider all of the other hairdressing salons which are currently on the first page of Google, they will have the strongest ranking factors.

 

So let’s imagine a bar graph, and every single hairdressing salon in Cardiff  has its own bar graph, the businesses which have the strongest ranking factors will be the businesses with the highest bar.

 

Now, when you consider that there are over 200 different ranking factors, the businesses which are on the first page of Google, will have the strongest ranking factors.

 

So, they may have partnered with a marketing agency in order to improve the businesses ranking factors such as back links, on site SEO, anchor text, evergreen content marketing, meta titles and meta descriptions.

 

Now, because there are over 200 different ranking factors, which Google’s algorithm calculates, often you will need the help of a local SEO agency to improve the strength of your ranking factors.

 

What your marketing agency might find, is that there is a massive difference between the strength of organic SEO for a business that are on the first page of Google’s serp’s, and the businesses which rank say on page 2 of the serps.

 

So, for example, businesses that are on the first page of Google, might have say over 200, good quality backlinks on average, so for your business to get onto the first page, you will need more, good quality links built using white hat seo.

 

So what do we mean by this?

 

Well, quite simply put a business which ranks at the very top of Google may have for example 1000 good quality back links.

 

Now, the other hairdressing salons, which rank on say page 2 might have four good quality back links, so there might be a massive amount of SEO work that those businesses need to do in order to get those companies onto the first page of Google.

 

This is often when an SEO agency is needed to help to improve the businesses on-site and also off-site SEO.

 

 

Why does my marketing agency keep mentioning ranking factors?

 

Now, when you visit your SEO consultants, they may mention ranking factors, and which ranking factors that they are going to concentrate on improving first.

 

Now because there are so many ranking factors, there are thought to be over 200 which Google’s algorithm takes into account, your marketing agency will need to prioritise it’s time.

 

For example, you might only employ your agency to work on improving your businesses SEO for say 10 hours a month.

 

Therefore, the SEO companies that you do hire will need to prioritise their time, that is so that they can they work on improving your businesses SEO, and bring about best results in the time frame that they have to work on improving your company’s seo.

 

for example, rewriting every single meta title and meta description might not bring about the best return on your investment.

 

However, if a copywriter was to spend say four hours writing a really good piece of content marketing, then this is likely to help to improve your businesses organic SEO.

 

For example, you may rent a very large hairdressing salon in the city centre of Cardiff, and you have multiple salons across Wales.

 

Therefore, you might say to your marketing agency, that you want to create more work for your hairdressers, in doing high lights.

 

Therefore, your copywriter might work with a hairdresser in order to write a really good article about highlighting hair, this will make your website more relevant for a highlights which might improve your businesses organic SEO.

 

Also, your SEO consultant might then start to add internal back links, they may also improve your businesses, business citations.

 

For example, they may start to build business citations (NAP), and they may add NAP information to the footer of your website.

 

The following month, your SEO companies might start to build high quality back links, therefore the agency will be working on improving different ranking factors, each month.

 

However, what is important is that the white hat SEO consultant prioritises their time, so that they are working on the seo ranking factors which will improve your businesses SEO, in the shortest amount of time.

 

However, the work should be white hat, the work should be high quality.

 

 

How many ranking factors do you think that Google indexes?

 

Different SEO agencies, believe that there are different amounts of ranking factors, however a lot of SEO companies, hours included believe that there are over 200 different ranking factors.

 

Therefore, your agency shouldn’t concentrate on just improving one or two seo ranking factors, there should be an aim to improve as many as they can, and there are thought to be over 200 different ranking factors.

 

However, what you have to be aware of is that your agency, will only have a certain amount of hours that they can work on improving your businesses SEO every month.

 

That’s to say, as the business owners you have to be aware that often an SEO company will have to prioritise which ranking factors they improve.

 

For example, it might be that your business needs back links, however the agency will have to to improve your businesses evergreen content marketing first

 

So, for example, let’s say that you have a new WordPress website built, and you run a construction business here in Wales.

 

You ask an SEO agency to get your business onto the first page of Google for builders plus the name of the town in which your business is based.

 

However, the agency might say that before they start to build backlinks, they need to rewrite the content marketing on the main pages of your website.

 

This is because sometimes, only a a few lines of text are added per page.

 

So, for example let’s say that your web designers, have designed a page for building houses, they may have only written one line of text on that page, and often this will not be enough to improve the businesses on site SEO.

 

Therefore, the agency might say that they need to rewrite the businesses evergreen content marketing.

 

Now you can start to see why a marketing plan is important, so that your digital marketing agency can start to plan which SEO work they are going to do every single month, for example in the first four months they may work on improving the businesses on site SEO, they may then move to building high quality back links for your business.

 

However, what is important is that the marketing agency, write a bespoke marketing plan for your company.

 

The reason for this is that an SEO consultant should work out which areas of SEO need improving first.

 

For example, the SEO agencies might say that they need to add meta titles and meta descriptions to every page for some businesses.

 

For other businesses, the SEO companies might say that they can start building back links straight away that company.

 

This is why it’s so important that the agency write a marketing plan for your company

 

 

 

What is an algorithm update?

 

You may hear your agency talk about an “algorithm update”, you then may hear that agency mention that they believe that a ranking factor may have been optimised incorrectly, and may now receive a penalty. So for example if a business has built low-quality backlinks, that business may then receive a “Google, Penguin penalty.”

 

For example, a lot of businesses build backlinks incorrectly, then went the algorithm is updated, these businesses then receive a penalty, (Google Penguin) this is why we would only recommend investing in white hat SEO that’s offered by a high-quality agency, such as ours.

 

What is Google’s algorithm?

 

It is Google’s algorithm which decides where a business should be ranked. For example, it is Google’s algorithm, which decides if a business should be ranked at the top of the first page or should be ranked on say page 14 of Google.

 

It is therefore Google’s algorithm which calculates how strong your businesses ranking factors are.

 

If your business has the strongest ranking factors, and has been optimised for a phrase, such as builders Cardiff, if your business has the strongest ranking factors out of all the other businesses in your business will rank number one.

 

What you have to to bear in mind is as a business owner, is that some businesses hear in Cardiff will have been improving their organic SEO sometimes for a very long period of time.

 

For example, some businesses might have been improving their organic SEO for say the last eight years, therefore if you are just setting up in business, then your businesses SEO might have a lot of catching up to do, that’s in order to beat your direct competitor’s standard of SEO.

 

This is why we always say, and a lot of agencies say that organic SEO is a slow process.

 

 

Why does my agency keep mentioning Google’s algorithm?

 

It is Google’s algorithm, which decides where a business should be ranked?

 

Therefore some business owners, think that as soon as they start to invest in SEO, that the agency should have their business on the first page of  Google.

 

However, what business owners have to keep in mind is, it is  Google’s  algorithm, which decides where a business should be ranked.

 

Therefore, for example, if your business is in competition with other businesses which have been improving in their organic SEO on average for say the last eight years, you can start to see that a business that has just started investing in S-E-O, will have a lot of catching up to do

 

That’s to say for example, a business might have earned 10 good quality, do-follow backlinks in one month, however this doesn’t necessarily mean that that business will get ranked on the first page of Google, that’s if it is up against businesses that are currently ranked on the first page that have over 1000 good quality back links.

 

 

 

Is it true that a marketing agency can get some businesses onto the first page of Google faster than some other companies?

 

It is true that it is easier to get some businesses onto the first page of Google then it would be for some other companies.

 

What do we mean by this?

 

Well, it simply boils down to this, that is how competitive is your business sector?

 

For example, in some business sectors, many businesses will be investing in SEO, therefore the standard of SEO to beat is set very high.

 

For example, let’s say that you run a solicitor’s practice, and your solicitors’ practice is based in a capital city like Cardiff. If you run a solicitor’s practices in Cardiff then it’s likely that you will be competing with hundreds of other solicitors, and they are likely to be investing in SEO, and are therefore likely to have been investing in SEO for some time, therefore the standard of organic SEO to beat will be set high.

 

Let’s give you an example, let’s say that your solicitors practice is only just opening, yet the solicitor’s practices which are your competitors may have been investing in SEO for say the last eight years.

 

This means quite simply that during those eight years, the marketing agency is working for these businesses and are likely to have built good quality backlinks, added good quality content marketing, and also improved the businesses on-site SEO.

 

This simply means that those businesses which your competing with, may have been improving their SEO every single month for perhaps a very long time. This simply means that your company might have a lot of work to do in order to catch up.

 

Are all of Google’s  ranking factors worth the same?

 

The short answer to this question is, not all of Google’s ranking factors are worth the same in terms of their SEO value.

 

So for instance, a lot of SEO agencies, believe that back links are the most important ranking factor.

 

Now, as a business owner, you have to bear in mind that there are over 200 different ranking factors.

 

However, not all of these are worth the same, therefore whichever marketing agency that you employ should prioritise their time on the ranking factors which will improve your SEO the most.

 

For example, there is no point in employing a marketing agency which rewrites your businesses meta titles and meta descriptions for four months, if it does not improve your organic S-E-O.

 

Therefore it doesn’t matter if you run a hairdressing salon, or you run a solicitors practice that employs thousands of staff, the fact is your marketing agency must work out which ranking factors should be improved straightaway in order to help your business to generate more sales.

 

For example, let’s say that you run an e-commerce website, and your business sells running trainers, and your business stopped over 2000 different types of running trainers.

 

There’s no point in your marketing agency, rewriting the meta title and meta descriptions are every pair of running trainers, when the SEO consultant could better spend their time on improving another area of your businesses SEO.

 

Therefore whichever agency that you employ they must prioritise their time, so that they improve the ranking factors which will help your business to generate more sales.

 

 

 

 

Why should we work with a SEO company, surely our business could do this ourselves?

 

A lot of businesses, think that SEO is an absolute piece of cake, that is that they can do the work themselves without employing a marketing agency.

 

However, the fact of the matter is this, if the SEO work is not implemented correctly, then the business could incur a penalty. For example a lot of businesses, and agencies, have built back links incorrectly, which has led to that business incurring a penalty.

 

So, it is possible that a business or a marketing agency implements SEO incorrectly, and this can lead to a penalty.

 

This is why you should only employee a high-quality white hat agency

 

Does your agency think that back links are the most important ranking factor?

 

We think that back links are very important, we think they are one of the most important ranking factors.

 

Therefore, no matter if you run a bike shop locally, or let’s say you are an online electrical retailer often a business will need a lot of good quality back links in order to get the business onto the first page.

 

 

Why your agency must focus on offering quality work

 

It’s really important that every aspect of the SEO work is high quality, that’s right from writing the meta titles and meta descriptions right through to the design of the homepage.

 

Now why does our agency say that the SEO work must be high quality?

 

Well, this is simple explanation for this and that is if the work is not high-quality then the business could incur a penalty

 

this is why the work must be high-quality.

 

Why is it important that my business improves its ranking factors?

 

Let’s say, that you employ a marketing agency, they get your business onto the first page of Google.

 

Now you might be thinking, well, what am I paying this agency for now?

 

That’s the say some businesses then stop paying the SEO agency, because the agency has succeeded in getting the business onto the first page of Google.

 

However, when you stop paying for S-E-O, then this gives your rivals an opportunity to overtake your business.

 

That’s the say sometimes, a business will stay where it is possibly for a few days or weeks or even months, but sooner rather than later your rivals will want to overtake your business, and if improving the SEO then they may succeed in overtaking your business.

 

And because there are likely to be many other businesses which want to be on the first page, your business might not be overtaken by one business, it might be overtaken by many businesses, which may mean that your business gets pushed on to page 2 or even further down.

 

For example, let’s say that your business sells car insurance, and the marketing agency which you have employed has succeeded in getting your business onto the first page.

 

Therefore, the business owners decide to pause paying their agency, yet in a matter of a few weeks that car insurance company might have dropped down quite a few places.

 

That’s to say a lot of businesses think that when they are on the first page, that they will be there forever, this is not the case, businesses can go up the ranks, they can also be moved down the ranks as well.

 

So when a business stops paying an SEO company often other businesses will start to overtake that company.

 

Is it true that my SEO agencies should be improving some ranking factors first?

 

Yes, we think that whichever agency or freelancer that you employ, they should write a marketing plan, as part of this marketing plan, they should work out which ranking factors they should optimise first.

 

For example, should they build back links or should they start by rewriting some of the businesses product descriptions?

 

Therefore, your marketing agency should write a marketing plan so they know which ranking factors they should concentrate on

Why is organic SEO such a slow process?

 

 

 

 

Why must my businesses ranking factors be stronger if I am to move up the ranks

 

some business owners falsely believe that organic SEO is like PPC, however organic SEO is very different from PPC.

 

That’s because, some business owners think that as soon as they start paying for organic SEO, that the business should instantly appear on the first page, yet this does not occur with organic SCO.

 

It does occur with PPC, because you are paying per click.

 

However, organic SEO is very different, first you need to start beating your competitors.

 

For example let’s say that you run a construction business, and you are just setting up your company, so your business has a brand-new website will stop

 

now in order to get your construction company onto the first page, you need to

 beat all the other companies, and what you have to keep in mind is that all the other construction companies might have been investing in organic SEO free very long time.

 

So, these construction companies might have very strong SEO, that’s the say they may have been paying a SEO agency for say the last four years.

 

Now when you consider every construction company on the first page, let’s say on averages been investing in SEO for say the last four years, you will see that your company will have a lot of catching up to do

 

that’s to say, your agency might have to build a lot of back links, it might have to improve its meta titles meta descriptions, it might have to improve its on-site SEO and it might also need to improve its business citations.

 

Also, your rivals will have been strengthening their SEO for a very long time, therefore they may have been improving their SEO for four years, so you will have a massive amount of SEO work you will need to do in order to overtake your competitors.

 

This is why when you go out to all the various agencies, and there is a few companies that offer low prices, you have to question why are they offering a low price

 

that’s because there might be a huge amount of SEO work that is needed so how can a realistically offer a low price?

 

So for example, let’s say that your business sells designer furniture, and your business is brand-new.

 

Now, your business might be up against let’s say eight businesses that have been investing in SCO for the last 10 years. Those businesses are likely to have strong back links, strong on site SEO and strong off-site SEO, therefore your business is likely to have a lot of catching up to do.

 

Therefore the marketing agency should reflect how much work is needed in the quote

 

What does your digital marketing agency considered to be the most important ranking factors?

 

We believe, here at this agency that back links a very important, we think that back links are one of the most important ranking factors.

 

That’s the say if you have a business that has hundreds of good quality back links that have been built in a white hat way then this is likely to improve your businesses organic SEO.

 

However, with that said the back links must be built in a white hat way.

What are back links?

 

When you invest in SEO, you may hear that your SEO consultant talks a lot about back links

 

Now, you may wonder, well what are back links?

 

 

Well, a lot of digital marketing agencies believe that if a business has a lot of good quality back links leading to the website then this can help to improve the businesses SEO.

 

however, the back links must be good quality.

 

 

 

What does on-site SEO mean?

 

Now you may start paying an agency to start improving your businesses SEO, and the agency may say that one of the first things that they are going to do is improve your businesses on site SEO.

 

Now as the company owners you might not know what on-site SEO is, so to give you an example of some of the areas which your agency may improve, we have listed some examples of how they might improve your businesses on site SEO

 

•       Add meta titles

•       add meta descriptions

•       add internal links

•       add anchor text

•       add content marketing

•       improve the businesses evergreen content marketing

•       improve the design of the website

•       lower the businesses bounce rate

 

These are just some of the ways which your agency may improve your businesses on site SEO.

 

However every single business that an agency works for will be different, for example let’s say that you are an online retailer of bathroom items.

 

For example let’s say that your business sells toilets, showers and also Bath’s. For example, the agency may spot that all of the product descriptions have been duplicated, that’s the say the product descriptions have been copied from the manufacturers website, this will cause what us SEO consultants referred to as duplication issues.

 

Quite simply put, duplicated text can mean that a business incurs a penalty.

 

So as the business owners you might be thinking well, what should we use instead of duplicated text?

 

Well, quite simply put the text should not be duplicated, it should be text which your business has written

 

That’s to say often a business will employ an agency, which has copywriters, and these copywriters often write the text for the businesses product descriptions, content marketing, evergreen content marketing

 

This work should be well written, and it should be high quality

 

What does off-site SEO mean?

 

You may also hear your agency talk about off-site SEO, an example of off-site SEO would be building quality back links, building business citations, and also making sure that the businesses NAP information is correct.

 

Why is it important to improve my businesses SEO in a white hat way?

 

It’s really important, that all of the work is white hat, if the work is not white hat then the business could incur a penalty

 

What does it mean when my SEO company talks about a algorithm update?

 

From time to time, algorithm updates are rolled out, this can sometimes change when a business is ranked.

 

What’s also important to know about algorithm updates is if a business has paid for low quality SEO, or it is implemented low quality SEO itself, and the business could at this point incur a penalty.

 

For example, an algorithm update may target businesses which have low quality back links, those businesses which have low quality back links could then drop down the ranks

 

What are penalties?

 

A penalty is imposed upon a business when it implements low quality SEO

 

Why is my SEO company stating that we should invest every month?

 

If a business was to stop investing, let’s say for example that you own a wedding take business, and your agency get your wedding cake business onto the first page.

 

Your wedding cake business then get very busy, so you phone agency and cancel any more SEO work, however what can then sometimes happen is that the business will drop down the ranks

 

That’s because the agency will then stop implementing SEO, which means that your rivals will then have an opportunity to overtake your business.

 

So for example, let’s say that you work with the agency for say one year, the agency manages to get your wedding take business onto the first page.

 

Then say to the agency don’t do any further SEO work for a while, however your competitors might not stop investing.

 

That’s the say the other local wedding cake businesses, may carry on improving their SEO, that’s to say they may carry on building high quality back links and improving the businesses on site SEO.

 

This means that you are giving your rivals an opportunity to overtake your business, and sometimes the business will just be overtaken by say one other wedding take business, it might be overtaken by a lot of wedding cake businesses simply because your business stop investing in SEO.

 

This is why a lot of agencies simply state that the customer should invest in SEO every single month

 

 

What is Google’s sandbox period?

 

So, let’s say that you run a car dealership, and you have just paid a web designer to build a new website for your car dealership.

 

You are very happy with the design of your car dealership website, however when you contact various agencies, they say that it will take longer to improve the businesses organic SCO simply because the company has a brand-new website.

 

And this would be true, that is if you have a new website, it often passes through what SEO consultants refer to as “Google’s sandbox period”, the “sandbox period” means that it will often take longer to optimise the website.

 

How can your agency help?

 

A lot of businesses here in Wales hire our company to build high quality WordPress website, to improve a businesses local organic SEO, we can also offer quality link building and also offer quality content marketing.

 

It’s important that your businesses ranking factors are improved in a “white hat” way.

 

our agency will improve your businesses ranking factors white hat way.

 

Our company can therefore improve the following

 

•       The design of your website

•       We can build WordPress websites

•       Meta titles

•       Meta descriptions

•       Alt text

•       Anchor text

•       Back links

 

If your business requires a quote for SEO then why not call our agency

 

 

 

 

 

 

 

 

 

 

How can I get my business onto the first page of Google?

This article has been written by our senior SEO consultants at our digital marketing agency in Cardiff, South Wales. As a well-known agency it is obviously a question which we get asked very frequently.

However, what we would say is that it doesn’t matter what size business you run, whether it’s a really large conglomerate business that trades across the entire globe or you run a small local business, the principles are still the same in terms of that you must invest in top-quality white hat SEO and never to invest in low-quality seo, as the business could incur a penalty.

Our senior SEO consultants have therefore all sat down to help write this long article (nearly 8000 words!) to explain as clearly as we possibly can, some of the important factors which Google’s algorithm takes into account when working out how strong a businesses organic SEO is.

However, what’s important to remember is it doesn’t matter if you run a local car dealership, which only sells a few cars, or you are a large car dealership, that sells your cars all over the U.K, you must understand that organic SEO for most companies takes time in order to see results, it is a slow process normally therefore for many companies. You must also invest in top-quality SEO.

You must therefore invest in white hat SEO

If you hire the right agency they should work on improving your businesses ranking signals.

This article covers the following:

What does “crawling mean”- crawling: can the search engines, such as Google find your companies pages?
What does “indexing” mean- how do search engines interpret and then store your pages?
How does Google decide where to rank a business? How do search engines rank URLs?
Which search results are “organic”?
Should we hire an SEO professional, consultant, or agency?
What are Google Webmaster Guidelines?
What does technical SEO mean?
What does AMP mean?
Mobile-first indexing
What does link building mean?
Google’s Search Quality Rater Guidelines
Followed and no-followed links

 

 

 

It doesn’t matter if you run a top solicitors practice here in Cardiff, and you employ thousands of staff in this city, or you are a local carpenter looking to obtain more work within a town, a lot of businesses, regardless of company size invest in white hat SEO.

 

Here at our digital marketing agency, we offer top-quality SEO (Search Engine Optimisation), this means that we follow Google’s Webmaster Guidelines. This means that we only implement “quality SEO”, so if you run a company here in Cardiff, South Wales, then we can get your business onto the first page of Google or let’s say Microsofts Bing, via organic or local SEO or investing in PPC, which simply stands for Pay Per Click.

 

Our white hat agency therefore has many SEO consultants, which can use “white hat methods” to get your business onto the first page of Google or Bing.

 

A lot of businesses therefore need to invest in high-quality SEO. That’s to say a business should invest in quality search engine optimisation, that’s to say SEO which follows Google’s WebMaster Guidelines, and that the work is white hat.

 

In order to get your company onto the first page of Google, that’s the first page of the SERP’s your business needs to be ranked in one of the following:

 

•       Google My Business results, also known as the “Map listings” or the “local business results”

•       The PPC results, which means the “Pay Per Click” results

•       Or your business could be ranked in the “Google’s Organic business results”

 

Now, a lot of business owners that own companies here in Cardiff will know about PPC, Pay Per Click  so we wont go into much detail about PPC in this article.

 

A lot of business owners also understand how “Google My Business” works, and how a business can get its company in the Google My Business results”.

 

However, what a lot of business owners do not understand is how Google’s “organic results” work, that is how can a company owner, or indeed an SEO company can get a business to rank in the organic business results, and when a business is ranked  there to start moving up the ranks.

 

In this article we will look at how we think Google’s algorithm works,  why we also think that whichever seo company you hire, that they should follow “Google’s Webmaster Guidelines”.

 

We shall also talk about “ranking factors” and also  why many companies, including our seo company believes there are over 200 in total different ranking factors.

 

So, this is why when you hire an agency, often they will have a lot of work to do, whether that’s improving the businesses onsite SEO, by removing duplicated product descriptions, writing meta titles, building backlinks,  there’s often a large amount of white hat SEO work that is needed.

 

We run an a well-known SEO company, we work with many businesses here in Wales. For example, we can work with businesses based in Cardiff Bay, that may well be a solicitors practice, yet we can work with retail businesses in the centre of Cardiff, say a shop that’s based near Cardiff Castle, we can also work with businesses such as an online retailer, they may have offices in an industrial estate in Llanishen Cardiff, we can therefore work with a wide range of different businesses.

 

We can offer:

 

•       Local and organic search-engine-optimisation

•       Web design

 

For example the SEO agencies that you hire may improve:

 

•       The evergreen content marketing

•       The onsite SEO, such as alt text, anchor text and titles

•       H1-H6

•       Page titles

•       Anchor text used for internal and external backlinks

•       The businesses “bounce rate”

•       Homepage bounce rate

•       Backlinks

•       Do-follow backlinks

•       No-follow backlinks

•       Business citations

•       NAP

•       And much more

 

Within this article we are going to discuss:

 

•       Google’s Sandbox period and what this means

•       How Google My Business can help to get a business in Cardiff onto the first page.

•       How organic SEO can help a business here in Wales to get onto the first page of Google

•       What Google’s algorithm is and why you should only invest in white hat work

•       Why businesses in Cardiff should avoid incurring an algorithmic penalty

•       Why you should partner with a white hat agency

•       Why you should work with an SEO company that follows Google’s Webmaster Guidelines

•       How content marketing can help your business

•       How link building, and building white hat backlinks can help your businesses

•       Why organic SEO takes so long

•       What ranking factors are

•       Why some ranking factors are worth more than others

•       Google’s algorithm

•       Why should only employ a white hat digital marketing agency

•       What onsite SEO means

•       What offsite SEO means

•       The difference between local SEO and national SEO

•       PPC

 

There are many ways that a business can get onto the first page of  Google, for example they can invest in pay per click (PPC), organic SEO or local SEO.

 

Here at our digital marketing agency we implement white hat work, our SEO work will always follow Google’s Webmaster Guidelines, we can therefore offer your business, here in Cardiff, South Wales, the following services:

 

•       White hat, organic SEO

•       Local SEO

•       PPC management

•       Web design

 

We work with many different businesses here in Wales, for example, we work with businesses that run large construction company’s, we also work with businesses that sell many hundreds of different products.

 

Often you will find agencies now which will offer all of the services, and you might find some companies now that only invest in digital marketing as the main way of marketing the business.

 

Also some business owners think that SEO is only for large companies, however small companies also invest in SEO, that the say everyone from a sole trader right through to a large business that employs thousands of staff might invest in SEO.

 

Also now because there are so many marketing agencies, you might find an agency which specialises in working with businesses just like yours.

 

For example you might find an agency that only works with car dealers, equally you might find an agency that only works with solicitors.

 

Now, sometimes there are advantages to working with marketing companies that only work with one type of business, as because obviously it will better understand your company.

 

Our agency offers pay per click, local seo and also organic s.e.o, we are now going to explain within this article how a business can get its company ranked on the first page of  Google

 

We will explain how Google’s algorithm decides where a business should be ranked, we will also cover the following topics

 

•       What is Pay Per Click (PPC)?

•       What is Organic SEO?

•       What is Local SEO?

•       What is content marketing?

•       What is link building?

•       Why is organic SEO is a slow process?

•       Why you should only invest in white hat work

 

 

Many businesses these days invest in digital marketing, whether they are investing in Facebook adds, organic SEO, PPC or perhaps a mixture of all these different types of marketing.

 

For some businesses, digital marketing is now the only way that the business advertises its services or its products.

 

However, there will still be many businesses which do not understand what online marketing is, or how it has the potential to help that business.

 

This article has been written by our SEO consultants, it will explain how a business can get onto the first page of  Google, and how there are many different ways that your business can get onto the first page of  Google.

 

For example, your business could invest in PPC, social media advertisements, organic SCO or perhaps another type of digital marketing.

 

We run a white hat organic SEO agency, our SEO consultants are now going to explain how we help our clients to get onto the first page of  Google

 

Is organic SEO a fast process?

 

This is a question that digital marketing agency get frequently asked, that is is organic SEO a fast process.

 

And it’s understandable why this is a frequently asked question, that’s because it doesn’t matter if you run a plumbing business or you run a recruitment business that employs hundreds of staff, you will want to get your business onto the first page of Google as soon as you can.

 

As obviously when you get your business onto the first page of Google, this can help to improve a businesses sales or enquiries if your business is ranked on the first page for important term.

 

However, with that said, so many businesses that are based here in Cardiff, and also across the UK, make the mistake of imploring a marketing company that cuts corners in order to get a business onto the first page of Google  quicker, we would never recommend employing a company which cuts corners.

 

Because when a business cuts corners, it can mean that your business incurs a Google  algorithmic or a manual penalty which means that your business could be removed from Google .

 

Now of course, Google is not the only search engine, there are many others as well, for example Microsoft’s Bing is another example of a search engine. However , whichever Cardiff SEO business that you do employ, and whichever search engine that you want to optimise your business for, whether that be Google, or Bing, what your business has to remember is you should only invest in quality SEO work (white hat) as if the work is not high-quality (White Hat SEO) then this could mean that your business is removed from some search engines, such as Google and that’s because you have not followed the SEO rules.

 

So, for example, let’s say that you hire the wrong  SEO business , that’s to say you hire an agency that builds “low-quality links”, then your business could then incur a penalty, such as a Google Penguin penalty.

 

So for example, a business which built low quality back links could be removed from  the search engine,.

 

So what you should investing is quality work, and quality work takes time, so as you would expect from that answer organic seo is not a fast process.

 

It does depend entirely on how strong your competitors SEO is, for example let’s say that you make wedding cakes, and search-engine-optimisation agency might manage to get your wedding take business onto the first page of Google very quickly because there is not much competition in your city for wedding cake makers.

 

However, let’s say that you run a solicitors practice, and your solicitors practice specialises in family law, there is likely to be hundreds of solicitors which specialise in family law in a major capital city, and obviously all of these solicitor practices will want to rank on the first page of Google.

 

Therefore these businesses might have been heavily investing in high-quality, organic SEO for a very long period of time.

 

Therefore what this means is if you are setting up a solicitors practice, it may take a very long time, even sometimes years the you to get your solicitors practice on the first page of Google.

 

This is simply because the other companies are likely to have very strong SEO, that’s the say the are likely to have very strong back links and very strong on site SEO which means that it could potentially take your business many years to get ranked on the first page of Google.

 

Also what a lot of S-E-O company say is that it will take any business that has a new website longer to get onto the first page of Google, this is because of something that is called “Google’s sandbox period”which simply makes it hard to get a businesses website onto the first page, if it is a brand-new website.

 

What is “Google’s sandbox period?”

 

You may visit your digital marketing agency, and over a cup of coffee they might say to you that it will take a lot longer to get your business onto the first page of Google, simply because you have a brand-new website.

 

Now as the business owners you might be sceptical, that’s the say you might be thinking well is the agency trying to string this process out?

 

That’s the say are they looking to obtain more of an investment from me and I really need to pay?

 

Well, we can only speak from experience and the businesses that we have worked for personally, and we would say that it is true that the sandbox period does exist, that’s the say a brand-new website will normally take a lot longer to get onto the first page of Google.

 

So let’s give you a bit of a brief example, let’s say that you run a business that manufactures and installs luxury kitchens.

 

And let’s say that there are two websites one which advertises luxury kitchens which is brand-new and is just been designed by a local web designer hearing Cardiff.

 

And the other website also sells luxury kitchens, but the business has had a website for the last eight years, yet it is never investing in organic search engine optimisation.

 

We would say from our experience, that it is normally much easier to get a website which has been live for let’s say eight years onto the first page of Google, then it would the website which has just been built. This is because of Google’s “Sandbox period”.

 

That’s to say, we do believe that there is such a thing as the “Google Sandbox Period”, and we believe that this does slow down sometimes how long it takes to get a business onto the first page of Google.

 

How can we get our business onto the first page of Google?

 

As a business owner, you have to decide whether you are going to invest in organic SEO, local SEO, PPC or perhaps social media advertisements on Facebook for example.

 

However, a lot of businesses use multiple different methods, for example a company that we work for might invest in Facebook ads, organic SEO and PPC.

 

In order to get a business onto the first page of Google the business could pay for advertisements, for example they could invest in PPC.

 

Alternatively they may wish to invest in organic or local SEO.

 

So let’s give you a bit of an example, let’s say that you run an Italian restaurant, and you want to get your Italian restaurant onto the first page of  Google.

 

Now in a large city, there is likely to be a lot of different talent restaurants, and obviously as the restaurant owner you will want your business to stand out the most.

 

You may therefore hire an SEO company like ours to get your business ranked in the  Google my business results, you might also ask the S.E.O Agency to get your business to the top of the organic business results and you may also pay for PPC.

 

So as you can see a business could potentially displayed on the first page of  Google, three times, that is the business could appear at the top of the page in the PPC results.

 

Then when you start to scroll down the page, you might start to see a map of your town or city, and your business might get around here, as SEO agencies refer to this as the  Google my business results.

 

Then when you scroll down a bit more, you will see a long list of businesses, with a title, this is called the meta title, then you will see a description this is called the meta description

 

often there are 10 businesses shown in the organic business results, your Italian restaurant could also be shown in the organic business results.

 

Therefore an SEO agency could get your business in the  Google my business results, though organic business results and they could also manage your businesses PPC.

 

Now as you can imagine somebody who is hungry and looking for a local Italian restaurant, they are more likely to find your business if you have your business ranked three times on the first page of Google.

 

For example they might click on your businesses PPC ads, they could click on your businesses  Google my business had, they could click on your businesses organic business result.

 

Therefore, you might wish to ask your SEO business to get your business onto the first page, 3 times that’s to say the agency might be able to get your company on the first page in the organic business results. PPC (Pay Per Click), and the Google My Business results, this  is in order to increase the sales or enquiries that your business can obtain.

 

So yes, its entirely possible that an agency could get your business ranked on the first page of Google, in the PPC, Pay Per Click, in the organic results, and in the Google My Business results.

 

What does organic search engine optimisation mean?

 

As a business owner, you may not know what “organic-search-engine-optimisation” means, simply put, organic SEO is the process of getting a business onto the first page of  Google, and to get the business ranked in the organic business section.

 

For example let’s say that you are looking to purchase a new power tools, let’s say that you are looking to purchase a cordless drill, if a business is ranked at the top of  Google, for cordless drills then you are more likely to click on the business.

 

This is why so many businesses compete to get their business ranked at the top.

 

Often in order for a business to be ranked at the top of the organic results, they need to partner with a SEO companies.

 

Often an SEO company will implement work on a monthly basis, that’s the say they might improve the businesses back links and on-site search engine optimisation.

 

However, what businesses have to keep in mind is that their competitors will be constantly trying to improve their own SEO.

 

Therefore if a business was to standstill, then they may well be quickly overtaken by other businesses.

 

That’s because the other businesses, might be investing in SEO, they might develop stronger SEO and therefore overtake your business.

 

What a business owner also has to keep in mind is, if they are just starting to invest in organic SEO, often they will have a huge amount of catching up to do with the competition.

 

 

So, for example, let’s say that you run a construction business, and you have just started your construction company.

 

Yet you task an SEO companies with getting your construction company onto the first page in your city.

 

Now, what you have to bear in mind is that you might be up against other construction businesses in your city that have been investing in white hat, local organic SEO for say the last 10 years.

 

Now, as a business owner you have to appreciate that are businesses that may have been investing every single month for the last 10 years in improving their organic search engine optimisation.

 

This will often mean that these businesses have strong back links, and also that the on-site SEO is really good.

 

So, often the competition will have really strong SEO, and it may have taken them many years to get to that standard of search engine optimisation.

 

therefore as a business owner you often have to appreciate that organic SEO is not a fast process, and it will often take many months if not sometimes even years for your business to start to overtake those other companies.

 

This is why a lot of SEO agencies will state that organic SEO is not a suitable form of marketing for some companies which do not have a sufficient marketing budget.

 

 

 

Why organic SEO can take a great deal of time

 

It’s important to remember, that before you hire an s-e-o agency that you know that organic SEO will take a great deal of time in order to see results.

 

Now, as the business owner you might be thinking well why would it take a great deal of time, if I was to start investing in this form of marketing why can’t I see results straightaway?

 

And this is a good question, however what you do have to bear in mind is that you will be up against other businesses that might have been investing for say the last four years, you therefore need their standard of SEO in order to overtake them.

 

So let’s give you a brief example, let’s say that you run a hotel, and you want your hotel to come up on the first page of  Google, in the city or the town in which your hotel is based.

 

So you ring around quite a few different agencies, you have a seo quote that you wish to go ahead with, yet whichever agency that you do go for you have to expect that it will take a great deal of time before your business starts to see results.

 

That’s simply because you will be competing with potentially hundreds of other hotels that have also been investing in SEO, however those hotels might have been investing for let’s say the last four years in organic SEO, so therefore their standard of SEO is very high.

 

For example, those businesses might have a lot of high quality back links, good quality on site SEO.

 

That’s the say a number of hotels might have invested in digital marketing, they therefore have very strong SEO, therefore to overtake those businesses might take a great deal of time.

 

This is why when you invest in SEO, you have to know that often it will take a long time before a business can start to beat a lot of its competitors SEO- therefore it might take a long time for the business to generate more sales.

 

 

 

Has your company got the time to do this itself?

 

A lot of companies think that they can improve the businesses SEO themselves, however what the business owners have to keep in mind is that is often takes a great deal of time to improve a businesses “organic search engine optimisation”.

 

For example, to write the businesses content marketing and also to build high quality back links will often take a lot of time.

 

Often the company has not got at the start the time to be improving the businesses organic SEO, therefore often an Organic SEO companies, or an SEO freelancer is needed in order to do this work.

 

 

 

Why there is a lag between implementing SEO work and seeing the benefit of the work

 

This is something that the business owners need to keep in mind, that is SEO work that is implemented today will not make an immediate change to the businesses SEO.

 

So what do we mean by this?

 

Well, the digital marketing agency might spend a lot of time writing a piece of content marketing.

 

That piece of content marketing might be say 10,000 words, it is therefore taking the agency a great deal of time to write and they may have used two months of the marketing budget in order to write this piece of work.

 

However once this is added to the company website the business should not expect the businesses SEO to improve straight away.

 

That’s because there is often a large lag, that’s between when the business implements SEO work and when you can start to see improved results.

 

For example, the business might obtain quite if you good quality back links, and sometimes the business will expect that the organic SEO will improve straight away, however this is often not the case, that’s because often there is a lag between implementing work and seeing an improvement to the businesses SEO.

 

This is often why when you start to invest in SEO, the agency will state that it will take many months before the business starts to see any results, that’s because there is a lack.

 

Why you should invest in the long term

 

Sometimes a business will invest in organic search engine optimisation, and the business will get to the top of  Google, however when they stop investing, that’s to say, when they stop paying an SEO company, then it is entirely possible that the business will drop back down the ranks,  if it was to stop investing. So, this is why our SEO, business recommends that a business invests with us every month.

 

Why all the work must be white hat

 

We highly recommend that all of the SEO work that your business carries out its self, or that you pay another company to do on your company’s behalf, is white hat and high quality.

 

The reason we say the work must be “high-quality”, is because if it is not high-quality, and Google’s algorithm detects low quality SEO, then the business could incur an algorithmic penalty or a manual penalty

 

 

 

When it all depends on the algorithm

 

some business owners falsely believe that when they invest in organic SEO their business should be ranked on the first page straight away.

 

However, with that said organic SEO is very different from PPC.

 

That’s the say by investing in SEO, it doesn’t mean that the business will be ranked on the first page straight away, instead it has to beat all of the businesses that have ranked above it.

 

For example, the businesses that are ranked above it will have stronger SEO, you therefore have to be that standard of SEO in order to start overtaking those companies.

 

And who decides where a business should be ranked?

 

Well, it’s not a person it’s an algorithm, that is a mathematical formula which the science where a business should be ranked.

 

Now, Google’s algorithm is not simple, that’s to say it’s not a simple mathematical formula, instead it is a complicated algorithm which will monitor your businesses SEO.

 

Now, you might think that there are only two ranking factors which will influence the way a business is ranked on Google, however it’s not, just a few ranking factors, it is hundreds and that’s because there are hundreds of SEO ranking factors.

 

this is why digital marketing agencies have to do so much work, that’s because it is not one or two ranking factors that they need to improve, often they have to improve hundreds of different ranking factors.

 

Now, for example you might not know what a ranking factor is, well example of one type of ranking factor is back links, another type of ranking factor would be meta titles for example, yet as any good marketing agency will tell you not all ranking factors are worth the same.

 

That’s the say back links are widely considered to be a very important ranking factor, however let’s say meta titles are less important.

 

So, your marketing agency has to concentrate on Google’s ranking factors which it knows it can improve in a short amount of time, that’s  in order to generate results. Yet, with that said, all of the work must always be white hat.

 

Why many different types of businesses invest in SEO

 

Some business owners might think that it is only large businesses that invest in “organic SEO”, however this is not the case- businesses of all sizes invest in organic SEO.

 

That’s to say a small business, for example a business that makes wedding cakes might invest in local SEO, equally a very large business let’s say a large insurance company they might also invest in SEO, so many different types of businesses invest in this type of marketing.

 

 

SEO agency vs web design agency

 

Sometimes a business will have a website designed, let’s say that they have their website designed using WordPress, so they use one company to design their company website.

 

Then they may look for a separate SEO business, however more and more businesses are now looking for a company that can offer web design and SEO.

 

And the advantages of this are clear, that’s often because a business will need to improve its web design in order to improve its SCO, for example to lower the homepage is bounce rate, the main menu may need to be redesigned for example.

 

And a lot of businesses do not want to be going back and forth between a web design agency as an S-E-O agency, therefore a lot of businesses are now choosing to use a digital marketing agency which can offer both services.

 

Why often an SEO company has to work closely with a web design company

 

Often an SEO business will have to work with a web designer.

 

For example the SEO consultant might spot that the homepage has a very high bounce rate, therefore in order to lower the businesses bounce rate, the SEO consultant might recommend that a page on the website, such as the homepage is redesigned.

 

For example, the main menu might be difficult to use, so the SEO consultant might recommend that the main menu is redesigned

 

What does local SEO mean?

 

So let’s return back to our example of an Italian restaurant, let’s say that this Italian restaurant specialises in wood-fired pizzas.

 

Now this business wants to generate more bookings for customers coming into the restaurant, but also for takeaways.

 

Therefore they may hire a marketing agency to improve the businesses local SCO, so for example they might asked the agency to get their business ranked in the  Google my business results, they may also task the marketing agency with getting the business to the top of the organic business results.

 

So therefore whether you are a carpenter, plumber or a restaurant owner often you will need the help of a S.E.O business in order to get your company onto the first page of  Google

 

However we would strongly recommend, that all of the work is white hat.

 

What is  Google My Business?

 

As  a business owner, you might have heard about Google My Business as it may have been mentioned quite a few times by your S-E-O agency within Cardiff?

 

It’s often important for a business to get their company ranked in the Google My Business results, that’s because often only three businesses will be ranked their.

 

So for example, let’s say that you are a car dealer, and your car dealership specialises in retailing many different brands of car.

 

Now, when somebody is looking for let’s say car dealership in a capital city, obviously really important that you get your car dealership in the Google My Business results.

 

That’s because somebody might scroll past or click on the PPC results, then often the next business results that they see are the Google My Business results so you will want to get your business ranked in these results because it may help to increase the amount of sales that your company can make.

 

Now, your marketing agency will often have to improve your businesses, business citations, they may also need to build back links and also to improve your companies on site SEO in order to get your business ranked in the Google My Business results, however it is often really important for a business to get ranked in the Google My Business results.

 

For example, let’s say somebody is looking to purchase a car in your city, if your business is ranked in the Google My Business results for car dealerships, or car dealer, then somebody might simply get directions to that car dealership and head straight there to purchase a car from you.

 

 

 

 

 

What does PPC mean?

 

Now, you might be wondering what PPC means, well PPC simply stands for pay per click.

 

Now, when a business wants to be ranked immediately on the first page of Google  they often invest in pay per click.

 

Therefore it can be a great way for a business to start improving its sales

 

If my business was to invest an SEO, how long would it take to get onto the first page?

 

This does depend on your competitors, for example, if your businesses competitors have weak SEO, then often they can be overtaken quickly.

 

however what is often the case is that a lot of businesses will not have weak SEO, therefore to overtake the company’s that are on the first page, often a lot of SEO work is needed.

 

So, for example let’s return back to our example of an Italian restaurant that specialises in wood-fired pizzas.

 

That wood-fired pizza restaurant, might just have started business, therefore it might be up against other Italian restaurants that have invested in organic SEO for let’s say the last nine years.

 

Now as you can imagine if they have been paying a marketing agency to build high-quality white hat backlinks, improve the businesses on site SEO, and also to improve the design of the company website in order to lower the businesses bounce rate, and obviously a business that has just started trading will have a lot of catching up to do in order to be that standard of SEO.

 

For example, that business might have been improving it’s “organic SEO” for say nine years, therefore a new business will need to beat that standard of SEO, therefore it could potentially take many years in order to catch-up with that companies SEO.

 

Is it true that organic SEO is a slow process?

 

Yes, it is often true that organic SEO is a slow process, so it doesn’t matter if you run a solicitors practice or perhaps you run a hairdressing salon, you need to beat your competitors standard of SEO in order to overtake them.

 

Now a lot of businesses now understand how important SEO is, therefore a lot of businesses have invested in SEO, therefore often the standard of SEO to beat is often high.

 

 

 

What are ranking factors?

 

When you hire a digital marketing agency, you may hear your SEO consultant talk about ranking factors, and you may wonder what are ranking factors?

 

Well, most marketing agencies do believe there are over 200 ranking factors, and the agency should aim to improve as many ranking factors as possible, that’s in order to improve your businesses SEO.

 

For example, here are just some of the ranking factors which our marketing agency can improve:

 

•       Backlinks

•       Content marketing

•       Evergreen content marketing

•       Onsite seo

•       Meta titles and meta descriptions

•       Anchor text

•       Alt text

•       Homepage design

•       SEO Cardiff

 

Now to give you an example, of what’s ranking factors are, ranking factors can be back links, yet they can also be anchor text, and also let’s say the H1 title on the homepage

 

What the agency should be doing is aiming to improve as many of these ranking factors as they can.

 

The reason for this is that the business with the strongest ranking factors, will be the business that ranks at the top of Google.

 

For example, let’s say that you run a construction business, and your agency has optimised your website for builders plus the name of the city in which your business is based.

 

Now if your business has the strongest ranking factors, and your website has been optimised for builders plus the name of the city and your business should ranked number one.

 

Therefore the algorithm works out which businesses have the strongest ranking factors and which businesses are the most relevant that term.

 

So, when somebody is looking for a builder in that city, your business can be ranked number one if it has the strongest ranking factors.

 

Now, what you have to keep in mind is that your competitors might have been improving their ranking factors for a very long period of time, for example they might have been working with a marketing agency for the last eight years, your business might have a lot of catching up to do.

 

 

Why does it depend on how strong my competitors are?

 

Some businesses believe that as soon as they start to invest in organic SEO, that they should start to see improvements, however, it does depend on how strong your competitors are.

 

So, for example, let’s say that you run a business hear in Cardiff, and the business that you run is a plumbing business.

 

Now you might ring around various digital marketing agencies, and you want a quote for improving your businesses SEO.

 

Then you might want to know from the marketing companies how long it will take to get your business onto the first page of Google .

 

What the businesses should explain is that you can only overtake other plumbing businesses, if your businesses SEO is stronger.

 

However what you might find is that a lot of plumbing businesses here in the city of Cardiff have been investing in local SEO for a very long period of time.

 

Therefore they have been paying a marketing agency to improve the following

 

•       Back links

•       Content marketing

•       On site SEO

•       Schema

•       Meta titles

•       Meta descriptions

•       Anchor text

•       The design of the website

•       Internal links

•       Do follow back links

•       No follow back links

•       Business citations

•       And much more

 

Therefore if your competitors have very strong SEO, and it might take your business a long time to overtake these companies.

 

For example they might be a group of plumbing businesses, which are based in Cardiff Bay, and they have invested heavily in digital marketing, and they have very strong organic SEO.

 

When you ask your marketing agency to work out roughly how long they have been investing in S.E.O, your SEO consultant might email you back and say that they think that those companies have been investing for over eight years, therefore your business will have a lot of work to do in order to catch up.

 

Therefore the company should write a marketing plan on how they can improve your businesses SEO in order to overtake your competitors.

 

Why do many businesses invest in organic s.e.o?

 

Quite simply put, it doesn’t matter if you run a small plumbing business, or you run let’s say a large car insurance business, a lot of businesses will benefit from being ranked on the first page of Google.

 

Therefore a lot of businesses invest in organic seo, however with that said different agencies can generate different results.

 

Where one agency might offer high quality work, that is seo work which is white hat, this will really help to improve your businesses marketing.

 

However, there are also a lot of companies which offer cheap and low quality work and this could mean that your business incurs a penalty

 

Why does my agency keep referring to an algorithm?

 

You may well be wondering why does your SEO consultant talking about an algorithm.

 

Well, it’s the algorithm which decides where your company should be ranked.

 

That’s to say, it doesn’t matter if you run a hairdressing salon or you run an accountancy practice, it is the algorithm which will calculate how strong your businesses SCO is, and compare this with your direct competitors SEO.

 

For example, let’s say that you run a hairdressing salon, and you want to rank number one hairdressers and the city in which your hairdressing salon is based.

 

Now, to rank number one you need to have the strongest S-E-O, that is your S.E.O for hairdressing salon in that city needs to be stronger than all of the other hairdressing salons.

 

Often for this to occur you need a marketing agency to help improve your businesses SEO, that’s the say the agency will often have to build back links, and also improve the on-site SEO as well.

 

Can my business also moved down as well as moving up?

 

This is a common mistake that a lot of business owners make, that is they think that when they invest in SCO, that the website will not move back down, that’s to say it might get onto the first page, yet the business owners might think that once they got their business there, it will stay there forever, which is not the case.

 

that’s because often when a business stopped investing, then this is often when the website can start to drop back down.

 

So, for example let’s say that you run a hairdressing salon, let’s say that the marketing agency manages to get your business onto the first page, and this is done by building high quality back links, and then you say to the marketing agency to stop SEO work.

 

Once the SEO work has stopped, then it is entirely possible that your direct competitors, so in this for example other hairdressing salons, may start to overtake your business as they may not have stopped investing in S-E-O

 

Therefore, this is why a lot of agencies often describe organic S E O as a continuous process, it is a continuous process because if the business was to stop investing, then it’s entirely possible that your direct competitors, that is the other hairdressing salons might overtake your business.

 

Why organic SEO might not be suited to all businesses

 

Sometimes organic SEO will not be suited to some businesses, and that’s simply because you have to invest for a long time before you start to see results.

 

So, for example let’s say that you sell electrical goods and you have a shop on the high Street, yet you may wish to close your high street shop and to start to trade online.

 

Yes, after a conversation with a number of marketing agencies they may start tell you that in order to get your company on the first page as a electrical retailer this might cost hundreds of thousands of pounds if not millions.

 

That’s simply because the businesses that currently occupy the first page of Google as electrical retailers, will most likely have invested heavily in organic S.E.O.

 

This simply means that these businesses are likely to have invested millions in to online marketing, therefore a company that had relatively small marketing budget is unlikely to succeed in overtaking these businesses.

 

For example, a business which sells washing machines, fridge freezers and let’s say coffee machines online, is likely to be a volume retailer, that’s the say they are likely to sell thousands of products, therefore they are likely to heavily invest in digital marketing.

 

Therefore a small business that has a relatively small marketing budget is unlikely to overtake such a company if it had a multi-million pound marketing budget.

 

Therefore organic s.e.o might not be the form of advertising that some small businesses need, and this is why a digital marketing agency should be honest with the company as to whether they can get a business onto the first page or not.

 

Why when you stop investing another business, or many businesses could overtake your company.

 

Also another reason why organic SEO might not be suitable for some companies is simply. because you had to invest over the long term.

 

Therefore a business that is just setting up might writing is their business plan that they have enough marketing budget for say six months, but in reality what is often needed is a continuous investment in organic seo.

 

 

How it can be a huge competitive advantage

 

it’s important to remember that SEO can be a massive competitive advantage for some companies, that’s to say a business which is ranked on the first page of Google is likely to have a massive competitive advantage, over some businesses, that’s if it is on the first page for an important phrase.

 

For example, an example of an important phrase for a plumbing business might be “emergency plumbers in Cardiff”.

 

So, for example, let’s say in the city of Cardiff, in South Wales there are 200 builders let’s say, however, it is likely to be a massive competitive advantage to any builder if they can rank number one for “builders” plus name of the city like “Cardiff”.

 

That’s because obviously the business  is going to be contacted for more construction work, this is what a business has to bear in mind, that is if a business is on the first page of Google this may possibly be a massive competitive advantage to some companies.

 

Why you should only partner with a white hat S-E-O company?

 

We would strongly recommend that whichever SEO freelancer or agency that you choose that you only invest in high-quality work.

 

Every bit of the SEO work should be high quality, that’s from building back links right through to improving your businesses on site SEO.

 

If any corners are cut then this could mean that the business incurs a penalty

 

Why the work must be high-quality

 

The work must be high quality, that’s because if the SEO work is not high quality and the business could incur an algorithmic or a manual penalty, which simply means that the business could be removed from Google.

 

What does content marketing mean?

 

Now, because there are so many marketing companies, you might ask different companies for a breakdown of what work they plan to offer your business every month.

 

Now in order to get your business onto the first page of Google, the marketing company might recommend that they write content marketing.

 

Therefore quite simply put, content marketing can simply be written text like this article, if it is well written then this can help to improve your businesses (search engine optimisation).

 

What does link building mean?

 

Often for a business to get onto the first page of Google , the business will need high quality back links

 

How our SEO company can help:

 

Our search engine optimisation agency is based in the city of Cardiff, we work with many businesses in Cardiff and we also work with businesses that are also based throughout the UK.

8 Williams Ct Trade St Cardiff CF10 5DQ

029 2176 7890

 

If you want to improve your businesses SEO then why not give us a ring.

 

 

 

 

 

 

Why our agency recommends using Google Analytics

Introduction

As soon as you start investing in organic SEO, you will obviously want to start measuring results.

Now, what do we mean by this is? Well, it doesn’t matter if you run a small plumbing business, or you run a large e-commerce shop, that might sell sell thousands of different products, you will want to know how successful your SEO marketing campaigns is, now somebody who doesn’t know much about “organic SEO” might think that the whole process is just about moving the website up the ranks on Google, however it is a lot more than this.

For example, a successful SEO agency should monitor the businesses “bounce rate”, number of “incoming links” and fluctuations in terms of where the business ranks, how long a shopper spends on a page and many more SEO metrics.

This article therefore will guide you through some of the more important seo metrics, that our agency uses to monitor how successful organic our SEO campaigns are:

Here are some of the things we will talk-about in this article:

-Crawlability
-Organic traffic
-Click-through rate (CTR)
-Page speed
-How many visits a particular page has received
-Keyword rankings
-Number of backlinks
-Content quality

 

Your business may have already invested in having a CMS website built, and you may well be very happy with the design of your company website. Yet now your business has moved onto the stage where your starting to ask, well, how do you draw in more customers?

That’s to say you may well be selling coffee beans online or high-value electric cars, it doesn’t really matter what you sell, most businesses require “SEO”. For those that do not know, SEO, simply means seach engine optimisation.

Now, in a nutshell, what our digital marketing agency does, is we help to get company’s onto the first page of Google. Now, you might be thinking, well is organic SEO a fast process?

And the answer to that question is no, it does depend on how strong your direct rivals SEO is, for example, if you have strong competitors, which have heavily invested in SEO for a very long time, then yes its likely to take a business a long time to catch-up.

So, now you know a bit about SEO, and what our marketing agency can offer, well you might be thinking, well, how does your agency monitor SEO results?

How does your agency monitor SEO results?

So this blog post is dedicated to explaining what “Google Analytics is, and how it can be used to monitor whether some aspects of your businesses seo is improving, or perhaps not?

For example, our agency which serves businesses in Cardiff, uses Google Analytics to monitor the following for the company’s that we work for:

  • Number of organic visitors
  • Number of visitors via PPC
  • Bounce rate
  • Number of backlinks
  • If organic visitor numbers are improving?
  • How long is a shopper spending on your company website?
  • Which pieces of content marketing are working best?
  • Are there “Evergreen content marketing” pages that need to be improved?
  • Which day’s is your business getting the most shoppers? During these day’s do you want to run offers

Why if you are a small business owner we would highly recommend using Google Analytics

Okay, so let’s assume you are a small business owner, and your business is here in the city of Cardiff, lets say your business in Cardiff Bay, which is in South Wales. Let’s say you are a florist, and you want your business to appear number one in your city here in Cardiff Bay.

So you’ve set-up your Google My Business account, you’ve read a few blog posts on say a respected SEO website like MOZ, and now you want to set-up Google Analytics.

Well, if you have a WordPress website, then this is super easy to do, there’s even free plugins which can help you to set up your Google Analytics code.

Once you have Google Analytics set-up, often you have to wait a while for data, but once your company starts to get Google Analytics data, you can start to see for your florist shop, what your company’s:

  • Bounce rate is
  • How many organic visitors you are getting, and if the SEO company is managing to get you more organic visitors each month
  • How long is a shopper spending on your company website, looking at the flowers that you sell?

 

But, once you’ve got Google Analytics up and running, well, what are the features that your agency often uses?

This blog post will explain some of the more useful features that Google Analytics has, and why so many businesses use it, plus we forgot to mention, its totally free, so why wouldn’t your business use it?

Okay, so what does “Bounce Rate” mean?

Okay, so lets say that your about to launch a new restaurant here in Cardiff, your business sells craft beer and sells wood-fired pizza’s, which sounds, awesome, right? Who doesnt like wood-fired pizza’s.

But you notice that once your website is set live, well, now you have a super high “bounce rate”– yet what does this even mean?

Well, its similar to say someone walking into your restaurant, picking up the menu, then walking straight out the door.

 

And why is having a high bounce rate the same as this?

Well, if Google Analytics is telling you that your business has a super high bounce rate, it’s telling you that Google’s Algorithm has spotted that people are landing on your company website, then they are leaving more or less straightaway.

Which is obviously not good for business, neither is it good for your businesses seo, as digital marketing agencies, like ours believe that if a business has a high bounce rate, and if this is consistently high, well this could damage your businesses seo.

 

And why would a high-bounce rate damage your businesses seo?

Well, it shows low engagement with your website, which means that people do not want to make a booking with your restaurant, instead they may want to book a table at another pizza and craft beer restaurant.

So what’s the solution?

Well you could work with an SEO expert and also your web design company to improve the website.

 

Number of organic visitors or sessions

Now this is a really obvious one, you will want to monitor how many organic visitors your website gets, but not just that, also how are they getting to your website, is it via organic seo? Paid advertising such as PPC (Pay Per Click) or direct?

 

Time on site

Okay, so let’s go back to our example of owning a shop, let’s say that now you own a car dealership, and your selling used cars.

Now, if during say the month of January you had 1000 people coming to your showroom, and the average time each customer spent in the showroom was less than 60 seconds, well, you as the business owner would know there’s a big problem.

That’s to say, why are people who want to buy a used car leaving your showroom so quickly? Are your cars too expensive?

Well, the same logic can be applied to your company’s website, if you are getting thousands of organic visitors, but most are leaving more or less straightaway, well why is that?

 

Is it because the website is difficult to use? Is the main menu difficult to use?

Does your current website make it difficult to sort items, so for example, I am looking for a blue shirt, in size large, can I sort by colour and size?

If you cannot, and the shopper doesn’t want to look through hundreds of shirts, then they may leave your website.

 

Which pages are people visiting the most?

As the business owner, or indeed the marketing manager, you will want to know which pages are the most popular, and as the marketing manager you may wish to apply say an offer on that page, such as free delivery, so that you encourage even more people to purchase from your business.

 

Compare one month with another

How many visitors did your website get in December this year, compared to December last year, did the number go up?

If your business requires white hat seo, then why not call us?

How to undertake an SEO competitor analysis

Introduction

Some business owners will believe that investing in organic SEO means that they can see results straightaway.

However, for those that know a bit more about SEO, they will know that organic SEO is a slow process but can often take many months, if not sometimes years to see results.

And what stands in the way of your business ranking on the first page of Google?

Well, quite simply put it is your competitors.

To put it more precisely it your competitors ranking factors.

Now we are going to have to get a bit technical here, so if you want to grab a cuppa tea or coffee this would be the right time to do it.

Every single website in Google’s index has been indexed by Googlebot, it is Googlebot which will use the algorithm to calculate how strong your businesses ranking factors are.

Now there are thought to be over 200 different ranking factors, however these are page to your direct competitors.

Now as you might’ve guessed where this is going, the businesses that have the strongest ranking factors will rank on the first page of Google

that’s the say the businesses that have the strongest ranking factors across 200 different ranking factors will often rank on the first page of Google

The businesses that have low which ranking factors will rank lower, for example they may rank on say page 8 of Google.

This is where an SEO agency can help, they should therefore improve the strength of your businesses ranking factors, so that you can close the gap between you and your competitors.

Therefore to get your business onto the first page of Google, your business must have stronger ranking factors than the businesses that are currently ranked their, for example if your business has the ninth strongest ranking factors for that keyword, then you will rank ninth for that keyword.

However, here is where things get complicated, your competitors will have been improving the strength of their SEO ranking factors possibly for a long time, possibly for many years

so, if you are just getting started in business, you might have a lot of catching up to do.

And why do we say this?

While quite simply put, your competitors might have hundreds of good-quality backlinks, hundreds of well written content marketing, very strong on-site SEO and very strong off-site SEO.

Quite simply put the SEO company might’ve spent hundreds of hours over multiple years improving the businesses organic and local SCO.

Therefore in order for your business to overtake those businesses, your marketing agency, or your business will have to accrue stronger SEO in order to overtake those businesses.

Once more all of this work must be white hat, if the work is not white hat, then your business will most likely incur a penalty which means that your business could be removed from Google

so it’s about finding a agency which can offer you high-quality work, yet another work in another quantity to start closing the gap between you and your direct competitors.

Now before any SEO work is undertaken, the marketing agency should write a marketing strategy, yet before a marketing strategy can be written the business should undertake a competitor analysis.

What is an SEO competitor analysis?

There’s no point in going into battle with water pistols, if your direct competitors own tanks.

And this is the exact concept this should be taken when your business is about to invest in SEO.

That’s the say there will always be agencies which are willing to take your marketing budget, yet if your marketing budget is a complete drop in the ocean compared to what your direct competitors have been spending, then you are unlikely to see results.

So what’s the solution, when the solution is simple you first have to wait the competitions SEO, you have to evaluate how strong competitors SEO is, so that you can calculate how much work is needed and in what areas.

For example, the agency might see that your competitors have thousands of good-quality do follow and no follow backlinks.

These have been accrued over a very long period of time, and the backlinks come from high-quality sources.

So this is a clear indication to the marketing agency that a lot of work needs to be undertaken, they may then move onto evaluating your competitors content marketing.

The agency may see that your competitors have been writing high quality content marketing for a very long period of time, they will therefore note that a lot of time is needed in order to create high quality content marketing as well.

Finally they may evaluate your competitors on-site SEO, and see that your competitors have invested heavily in good website design, coupled with strong on-site SEO which is meant is that the business has a low bounce rate and also is optimised for a wide range of different keywords.

So what does all this mean?

When it simply means that you are going up against strong competition, and therefore the marketing budget must reflect this.

If it does not reflect this, then the marketing agency may cut corners, if they cut corners which is strongly not advised, then they may not follow white hat methods, if they do not follow white hat methods then your business could incur a penalty

Why is it important to undertake an competitor analysis

it is important to undertake a SEO competitor analysis, quite simply because you need to know how strong your direct competitors are.

For example, a business that has a very limited marketing budget, can often not go up against businesses that have invested heavily in SEO

that’s not to sound defeatist, it is in reality being realistic, because if the business needs hundreds of good-quality backlinks then this will mean hundreds of hours if not thousands of hours will be needed.

If the business simply has not got the marketing budget for thousands of hour’s worth of work, then they are unlikely to overtake the competition

High-value products, or highly competitive business sectors, often mean that these businesses will be investing heavily in organic SEO.

This means that they will have invested heavily to get their business onto the first page of Google, but it often means that they are also willing to invest heavily in order to retain apposition within the organic results, and not to let other businesses overtake them easily.

Therefore if an agency states that they can do the work on a small marketing budget, then it has to be asked whether or not they are using “white hat methods”, if they are not using white hat methods then the business could incur a penalty.

How it can help to create your digital marketing strategy

Often when a business start-up, it needs to generate sales straightaway, now you have to keep in mind that organic SEO takes a long time regardless of how much marketing budget you have.

Therefore undertaking an SEO competitor analysis, will allow you to weigh up roughly how long it will take the marketing agency to get the business, onto the first page of Google’s organic results

now, if the agency believes that it will take a very long time, you may wish to come up with a strategy way you can use say pay per click to also generate sales.

That’s the say for some digital marketing agencies they take a blended approach, where they use pay per click in order to generate sales immediately, if they are also working at the same time to improve the businesses organic.

Therefore an SEO competitor analysis is not just about weighing up your direct competitors organic SEO, it is coming up with a strategy of how the business can generate sales while the marketing agency is working hard to improve the businesses organic SEO.

Overall your competitors look to be following white hat SEO methods?

Now, first things first, before you start evaluating your competitor’s organic SEO, and weighing up how much work is needed, you have to make sure that they are using “white hat” methods

There is absolutely no point whatsoever in evaluating your website, with another business’s website, if the other business is not using white hat methods.

That’s because, if your competitors are not using white hat methods then they could incur a penalty and they could be removed from Google

so we would only recommend that you evaluate company websites that are using white hat methods.

What are SEO keywords?

Okay, this is one of the first tasks that our marketing agency will carry out

that is working out which keywords your competitors have optimise their company website for.

For example, let’s say that you run a large car dealership, and you are competing with other large car dealerships within the area.

If you have noticed that your direct competitors have optimise their websites for car brands.

And this makes a lot of sense, because the car brands that they have optimise their website for are also the vehicles that you sell, and are your bestselling vehicles.

Therefore you may wish to also optimise your website for these car brands.

 

How do you work out which keywords your competitors have optimised their company website for?

Well, a digital marketing agency might look at the businesses source code, you may also use an SEO to to evaluate which titles, meta descriptions, meta titles, anchor text and also backlinks the business are using.

This will then give a good idea which keywords the businesses optimising it website for.

For example it can be a range of car brands, it could be car dealership plus the name of the city, it could be garage plus the name of the city, you then have to work out which keywords should be focused on first.

For example will it be too difficult to try and optimise for the main keyword, will this take too much time?

Would you prefer to optimise the website for a long tail, so that you can start generating sales quicker?

The competitors that you are comparing against do they rank for a range of different keywords

sometimes, some agencies start to evaluate the competitors SEO based on one main keyword, however as any good digital marketing agency will know it’s far better to optimise the website for a range of different keywords.

Now what do we mean by this, well let’s say for example that you sell electrical goods online.

It’s all well and good optimising your website for washing machines, but if you also sell let’s say televisions, dishwashers and also fridge freezers, which were not concentrating on optimising for these terms, then you may generate more sales for washing machines but not the rest of the items.

Therefore your marketing agency has to take a diversified approach, that’s the say they had to optimise the website was many different keywords as they can.

This is so that it increases your chances of generating more sales across a range of products rather than just concentrating on one product group like washing machines

 

What is the search volume?

Also you may have some agencies stating that they have got your business onto the first page of Google, in just a matter of weeks, now this is all well and good but if the search volume is low, meaning that nobody is searching for that term then what’s the point?

Let’s return back to our example of the car dealership, you may sell one particular car brand in a high volume, yet the agency has not got your website to rank for this term plus the name of your city.

Instead they’ve got your website to rank for “we are a car dealership that stocks brand X of car”

well as any business owner will know, that is unlikely to be searched for because it is such a long sentence that nobody is likely to search for it so it will have a very low search volume or no search volume at all.

So therefore the marketing agency has achieved somewhat of an empty victory.

Therefore it’s not just about getting your business onto the first page of  Google, it’s about making sure that your business get onto the first page of Google for the keywords that are more likely to generate your business more income.

Now of course these keywords will have a lot of competition, that’s the say a lot of other businesses will also want to rank for these keywords, that is why you must set a realistic marketing budget with your marketing agency make sure that enough work can be implemented every single month to improve your businesses SEO for those keywords.

The alternative to this is an SEO agency that just get your business to rank on the first page of Google for long tail keywords which have a low search volume and may not generate the amount of sales that your business had hoped for

Does the design of your website need to be improved?

Organic SEO is not just about improving the businesses on-site and off-site SEO, it’s also about website design, that’s because if the website design is poor, in that the website is difficult to use then your business is likely to have a very high bounce rate.

Now what do we mean by this, well your agency might succeed in getting your business onto the first page for various car dealership terms.

Your car dealership sells thousands of different cars, yet what is the point in being ranked on the first page of Google, if your business then has a really high bounce rate?

And that really high bounce rate might because by poor website design.

Therefore the SEO agency may recommend that certain elements of the design is improved, for example the main menu might need to be improved or allowing more options for your customers to sort products might be needed.

For example by using split testing, your web design agency may notice that by allowing your customers to better sort the range of cars that you stock, that the bounce rate drastically decreases and your sales go up.

So the point that we are trying to make here is that it’s not just all about improving your businesses organic SEO, sometimes it’s about improving the design of your website as well.

How many good quality backlinks have your competitors got?

This is a important factor that your agency must consider, that is how many backlinks have your competitors got?

Now it’s not just about the number of backlinks, it’s about how many high quality backlinks your competitors have.

As if your business has low quality backlinks then this could mean that the penalties incurred.

Therefore the backlinks need to be built in a white hat way and they need to be high quality

Have your competitors been building backlinks for a long time?

If your direct competitors have been building backlinks for a very long time, let’s say your direct competitors have been building a lot of high quality do follow backlinks for say the last eight years, then your business will have a lot of catching up to do.

This means that you may need a SEO agency that employs a lot of backlinks builders, that are able to build backlinks in a white hat way.

That’s because your competitors might have thousands of do follow high quality backlinks, and in order for your business to overtake those businesses, your business might need thousands of good-quality backlinks as well

Does the anchor text look naturally written?

Does it look like your competitors have naturally written anchor text?

You might be wondering what anchor text means, well anchor text is simply the text that you click on in order to follow a link.

Now it is not recommended that you keep using anchor text as the words that you want your business to rank for, as this is likely to cause a penalty.

This is why your SEO agency should work out which keywords that your competitors are using in the anchor text

this can sometimes give your marketing agency an idea of which keywords the business is focusing it SEO efforts on

Are there are a mixture of do follow and no follow backlinks?

You should aim to have a mixture of “do-follow” and “no-follow” backlinks.

All of the backlinks, regardless of whether they are no follow or do follow should be built in a white hat way and this should be high quality.

If the backlinks are high quality, and they will send link juice which can help to improve your businesses organic SEO.

Would it appear that he freelancer or a an agency has been building backlinks in a white hat way?

You have to employ an agency that is committed to building backlinks in a white hat way, if you do not build backlinks in a white hat way in your business could incur an algorithmic penalty.

Your business could also incur a manual penalty.

 

How many do-follow backlinks have your competitors got?

You have to consider how many do follow backlinks your competitors have, for example if they have thousands then you will often need a lot of time from your marketing agency in order your business to build thousands of good-quality backlinks.

Again it’s worth reiterating the point that all backlinks should be built in a “white hat” way.

How long does it appear that your competitors have been investing in organic SEO?

Your agency should have a rough idea of when your competitors have started investing in SEO, for example when did they first start publishing content marketing, when did they first start building high-quality backlinks, when did first start building business citations?

Then this will give you a rough idea of how long the business has been investing in organic SEO

if the business has been investing for a very long time, let’s say for the last nine years, then obviously your business will have a lots of catching up to do

How many no follow backlinks have your competitors got?

some marketing agencies make the mistake of thinking that the business should only build do follow backlinks, that’s the say the should also build no follow backlinks, that’s the say you should have a mixture of do follow and no follow backlinks

how long has your competitors been publishing content marketing?

Your business should be publishing high quality content marketing, that’s the say the work should have a high word count, it should also be high quality and written in a white hat way.

For example if your direct competitors have been publishing content marketing the say the last nine years, then you will know that your business will have a lot of work to do.

For example, a solicitor’s practice might be publishing content marketing three times a month, and you may notice on average that your competitors have been doing this for the last nine years, therefore your business will have a lot of content marketing to be writing and a lot of catching up to do, however this must be done in a white hat way

Have your competitors got in low bounce rate?

Your business should constantly strive to lower its bounce rate.

Do the backlinks look like they’ve been built in a white hat way?

You should evaluate whether your competitors have been building backlinks in a “white hat” way, we say this because during a link analysis, your agency should be able to say whether the backlinks are quality or not.

Your business should only obtain high-quality backlinks, you should not obtain low-quality backlinks as this could mean that your business incurs a Google penalty.

How have your competitors improve their on-site SEO?

How have your direct competitors been improving their on-site SEO.

Let’s say for example that your business sells electric bikes, how have your competitors been improving their on-site SCO to better optimise the company website for electric bikes

For example, having been optimising the website for different electric bike brands, have they been writing a lot of content marketing which answers questions that your business is often asked.

For example, a lot of people might ask what is the range of electric bike, before the electric bike needs to be recharged?

You might write a piece of content marketing that receives thousands of organic visitors, they may read this article and then look at the electric bikes that you sell and they may make you purchase from your company.

Therefore content marketing can help to improve your businesses sales, so you should evaluate how your competitors have been writing their content marketing.

For example have your competitors been using content marketing which has written text and also includes YouTube videos?

Does your business wish to use YouTube videos?

Will using YouTube videos how to reduce your businesses bounce rate?

Does your business wish to use split testing?

Your web design company can help you to use this to see whether adding YouTube videos helps to reduce your businesses overall bounce rate

Titles

Which titles have your competitors been using on each page?

Meta titles and meta descriptions

How have your competitors been writing their meta titles and meta descriptions for each page.

Has a meta title and meta description been written that every single product page?

Evergreen content marketing

How good is the businesses “evergreen content marketing”, has it been written in a white hat way?

Could your business publish better quality “evergreen content marketing”?

when your competitors publish a blog post what is the word count of the content marketing?

When your competitors write a piece of content marketing, what is the word count, are they writing content marketing which has over say 3000 words on average, should your businesses content marketing be the same length.

However we have to say it’s not all about word count, the content marketing must be well written and it must be high quality.

What do we mean by high quality?

What we mean by high quality is that it must be useful to your customers, it must not just focus on improving your businesses organic SCO, it must instead answer a question that your customers frequently ask your business.

For example, in the case of electric bikes, you might get asked do electric bikes need to be maintained often?

You may therefore wish to publish a lengthy article which explains how to properly maintain your electric bike, this article might get a lot of organic visitors.

This article might be so good that it attracts a lot of do follow high quality backlinks, these backlinks might help to improve your businesses SEO.

Does the content marketing look like it is being researched?

If the business has invested in cheap SEO, then often the content marketing will only have a few hundred word count, and not be researched.

However if the company has gone to a respected high quality SCO company, then they are likely to write a long article which is being researched, which will include anchor text backlinks to sources from where the information has been sourced.

For example, the article might be about the “bestselling electric bikes in the UK”, then the publisher might include a link to a newspaper article which has stated what the bestselling electric bikes are, therefore it shows that the article has been researched, and that the author has published a link to where it has obtained their information

Content marketing

The businesses content marketing must be high-quality

pages

the online marketing agency may recommend that new pages are added to your website in order for you to improve your organic SCO

Are your competitors using social media?

Are your competitors using social media, if so, does your business want to also use social media?

Are they using Facebook?

Are you using Facebook?

Are you using Twitter?

Are your competitors using Twitter

How often are your competitors updating their website?

How often do your competitors update their website in terms of adding content marketing?

We are a white hat Cardiff SEO company, if your business requires WordPress web design or help to improve its organic SCO then why not give us a ring

 

 

 

 

How can we improve our local SEO in a white hat way?

Whether you’re a sole trader electrician, or on the other hand you might run a truly global business which has thousands of employees, it’s fair to say that a lot of businesses now want to now have their company ranked on the first page.

However, it’s arguably more competitive than ever, it’s therefore more difficult to get a business to rank on first page of Google. To get onto the first page you need to have high-quality business citations (NAP), quality backlinks, quality content marketing, you also need to have a well-designed website.

Also every single aspect of the local SEO needs to be white hat, and it needs to be very high-quality.

Therefore, you should partner with an agency which offers you the best quality SEO work, if the work is substandard, that means it doesn’t make the mark and it flouts Google’s rules then it is entirely possible that the business will incur an “Google algorithmic penalty”.

In a nutshell the work must be quality and also the local SEO is an ongoing process, so you as a business owner need to think you have the financial resources and the marketing budget available to pay every single month, as that’s what is often needed is to invest every single month as otherwise you might quickly get drowned out by the competition sometimes.

This article has been written by our highly experienced SEO consultants will which will now explain how local SEO works:

  • What is Google My Business?
  • What are link signals?
  • What are local citations?
  • What does NAP consistency mean?
  • Social media for local business
  • Earning reviews

You might be a business owner that has been investing in local SEO for quite a while, and are now simply looking to swap to a different marketing agency?

On the other hand, you might be a small business owner that simply wants to know a little bit about what local SEO is, and how it could help your business?

Within this guide we are going to explain how this type of marketing could help your business.

We are going to cover some of the main SEO methods that an agency like ours will use in order to optimise a website.

It’s worth making clear at this point, that our agency only ever uses high-quality white hat methods.

Some agencies will promote ways where the try to bring about short term SEO results, however if this results in the business incurring an algorithmic or a manual penalty later down the line, then this simply mean that the business could be removed from Google’s results.

This is why our business only ever recommend using white hat methods.

What is local SEO and how could it help my business?

Whether you’re looking for a business that can make a wedding cake, or perhaps you are looking for a local lawyer, it’s more than likely that you will turn to Google’s organic results, or PPC adds or Google My Business results in order to find a local business.

It’s also fair to say that most people do not go beyond the second page when they start looking for a local business.

That’s to say often they will use the first page results in order to find a local business that they want to use.

So for example let’s say that you are looking for a local business, if you are presented with PPC adds, Google My Business results, and 10 organic business listings, then you are unlikely to want to visit say page two of Google, this is why so many company’s pay an SEO agency to help keep the business on the first page.

For this reason many businesses now invest in white hat SEO, this means that every business sector ranging from scaffolders right through to large companies here in Cardiff use local SEO, that’s in order to obtain new customers.

However, from a business owners perspective investing in digital marketing can sometimes be very confusing.

This is simply because some businesses will offer social media advertising, others organic SEO, some local SEO, and some may invest in PPC.

Therefore sometimes a business owner will not know what to invest in.

They will simply not know which form of marketing that they should be investing in for the business.

As each business is different, they will need to work out which form of digital marketing will work best for that business.

Our agency focuses on offering organic and local SEO, we are now going to explain what this form of marketing is.

What are Keywords?

First things first, normally the agency will look at which keywords the businesses website should be optimised for.

For example, if you run a construction company, you may wish to optimise your website for “builders”, plus the name of the city in which you operate in.

However, you may also wish to optimise the website for “attic conversions”, “property extensions” and also for “newbuild properties”.

Therefore work will need to be completed in order to optimise the website for these various terms, that’s in order to maximise the chances of the company being called or a purchase being made.

For example, a business may rank on the first page of Google for “local builders”, yet the website may not appear at all for local companies that can complete “attic conversions”.

And it might be attic conversions that the business owner want’s to focus on, in terms of generating more work in that area.

Therefore often the marketing agency will need to sit down with the business owners and understand fully what areas of the business the company wants to generate more work in and sales in.

However, you do have to bear this in mind, you will be looking to beat your local competitors, with your local competitors have been investing in local SEO for say the last 10 years solid, then your business will have a lot catching up to do.

 

We say this because it all boils down to ranking factors, that is how strong are your businesses ranking factors?

Google’s algorithm compares your businesses ranking factors with your competitors, quite simply put if your businesses ranking factors are weaker then your business will rank lower.

Now if you can imagine that your local competitors have been investing in white hat SEO for over eight years solid, they will obviously have a very considerable head start over your business.

Therefore, you have to think about this before you start investing in this form of marketing, there will be of course be agencies that will state that they can close the gap between you and your direct competitors in a matter of a few months.

However, if the marketing budget is not set a realistic level, and the agency is then forced to cut corners in order to generate results, then it is entirely possible the business will later on incur an algorithmic or a manual penalty.

For those that do not know what algorithmic or a manual penalty are, they can simply mean that the business gets removed from Google.

What does white hat mean?

Our business will only ever use high-quality white hat methods, that’s to say we will only ever use white hat methods when improving your businesses SEO.

Some agencies do not use white hat methods, that’s the say they sometimes they cut corners and use low-quality methods, is when the business will incur an algorithmic or a manual penalty

 

How can our business improve our local SEO?

It’s important to know that is local SEO is not a one-off process, that can be completed in one large amount of work and then that is it.

Normally businesses partner with marketing agencies on a consecutive monthly basis, that’s in order to improve the businesses local and organic SEO.

If a business does not invest on a monthly basis, then it’s entirely possible that the competition will develop stronger SEO and therefore overtake your business.

At our agency we also do not recommend implementing work in one large amount, then leaving it many months and doing another large amount of work in one instalment, from our experience this does not improve the businesses local SEO.

It’s far better to work on improving the website on a monthly basis using white hat methods.

 

What does content marketing mean?

Okay now we’re going to start looking at ways that you can actually start improving your SEO, one of the main ways that an agency uses to improve a company’s SEO is to write content marketing.

However some businesses simply believe that content marketing is just writing text to a set word count, it is most definitely not.

That’s because if the work is low-quality, or offers little value, to the reader then it is likely to start driving the website rankings down and not pushing the rankings up.

So what is content marketing?

Simply put it is understanding the questions that your customers have, and best answering them better than your competitors.

Is the process of therefore making your website useful, yes it does involve giving away free advice, yet if the algorithm deems your website is a good quality source of information your business is likely to rank higher and therefore your business ranks higher you may generate more business.

So what is content marketing?

Simply put its about writing high-quality answers to questions that your customers frequently have, however more often than not this is not implemented correctly, then that the agency or the business purely focuses on SEO not offering valuable advice to the customer.

When it is clear to the algorithm that the work is just focused on improving the businesses SEO, then this is when the rankings may start to plummet

What are blog posts?

Broadly speaking content marketing can be split into two wind categories, that is evergreen content marketing, which is content marketing on the main pages of your website rarely change from month to month.

Then there will be a news or a blog section on most websites, where the agency add blog posts in order to improve the businesses organic and local SEO.

Are however more often than not multiple days per month need to be spent home in order to write high quality content marketing therefore the marketing budget must reflect this amount of work that is needed.

It’s also worth bearing in mind that this is just one aspect of the local process there are many more which will discuss in this article, that’s why a marketing budget should be set at a realistic level to allow this amount of month.

Why must the written work be high quality?

The written work must be high quality, it is not high-quality and is not a useful then the work is likely to be deemed as low quality and it could mean that your businesses rankings starts to drop.

So what do we mean by high quality?

Well let’s imagine that you are about to complete a DIY task, and you want to obtain some advice so you turn to

then you see to articles that have been written, one seems to be heavily promoting a power tool and therefore offers no realistic advice of how you should carry out DIY task stop

then you have another company which offers very detailed advice, does not seem to be promoting this service product directly and instead offers a useful article that allows you to complete DIY task successfully.

Which one do you think would be useful in order to improve the businesses SEO?

Well we most definitely think that the article that is useful to the customer, even though they are not purchasing directly from the website will improve the businesses SEO.

We say this because readers likely to spend a long time website, this would therefore reduce the businesses bounce rate and also this high-quality work is likely to be linked to by other websites simply because the website is offering good quality advice.

Are so for example somebody that interested in renovating homes, interior design or simply DIY may link to work because the work is such high quality.

This high-quality content marketing is therefore likely to attract backlinks, if the backlinks are good quality and ascending link juice through to the website then this is likely to improve the businesses local SEO.

On the other hand you have the website which is just promoting a powerful, the person looking to complete the DIY task will not obtain the advice they need, they are likely to leave the website more or less straightaway contributing to a high bounce rate.

Because the article is heavily promoting a powerful, it is also not useful to other readers to is not likely to attract a high quality backlinks so as you can see this form of local SEO often does not work in this is why high quality content marketing is often needed instead.

What are internal links?

Okay, so when you write a rather long blog post, often you will cover something that you may have already written about.

For example, let’s say that your business sells luxury candles online, one of your range of candles might be beeswax candles, you may have written an article about high-quality beeswax candles before now.

Therefore the marketing agency may link to the work, they may do this to an internal link and through anchor text.

This should be done in a white hat way, that’s the say the link should be linked to using white hat SCO.

What does anchor text mean?

As we mentioned in our previous point, you may wish to use internal links, the example we provided was beeswax candles.

Therefore you may wish to highlight beeswax candles news that the anchor text, however the anchor text must be optimised in a white hat way.

 

What does meta titles and meta descriptions mean

for every page and every blog post this should be a meta title and the meta description written which gives a brief idea about what that page or blog post is about stop

to write a meta title and meta description takes seconds, this is why it should be added to each page and written in a white hat way stop

What does on-site SEO mean?

On-site SEO simply refers to optimising the website on-site, this can mean optimising any from a meta title and meta description right through to optimising the website evergreen content marketing.

Often agency to improve your businesses local SEO in a white hat way, they will often carry is a mixture of on-site and also off-site SCO every single month.

So for example, let’s say that your business sells electric bikes online, the agency may optimise the businesses content marketing on-site and may start to build backlinks off-site white hat way.

Why is the design of your website important when it comes to SEO?

It’s really important that the design of your website is correct, if you have a website that has been poorly designed and this may mean that your website incurs a high bounce rate.

So let’s say for example that you are looking to purchase a pair of work boots online, the SU agency might be successful in getting your business onto the first page.

However if it’s difficult for the shopper to find the pair of work boots that they like, in order to sort the items by size for example and if they are in stock, then if this is not possible then the business may incur a high bounce rate

as most digital marketing agencies will tell you, the business having a high bounce rate could potentially damage the businesses SEO over the long run

this is why it’s important that you work with your agency order to reduce your businesses bounce rate.

Why it’s easier to optimise a company website that has been online for longer

is often much easier to optimise a website which has been online for longer.

What do we mean by this?

So let’s say for example that you run a construction business, and you have just started your construction business with his brand-new.

Therefore the domain name is newly registered, so that the main aim has not got any SEO apply to have no backlinks to it.

When you compare this to the website that has been life the say the last eight years, that website will have accrued a lot of backlinks and may have had a lot of good quality SCO apply to.

So in essence a new business is starting from scratch, it is a blank canvas and this is often why a lot more SU work is needed on the SEO work that is needed must be good quality^

Why does organic SEO and local SEO takes so long to see results?

It can take a very long time for a business to see results from organic and local SCO, that’s simply cars you need to overtake your competitors in order to get on the first page.

For example it easier to get some businesses onto the first page than others.

He business operating the highly competitive business sector, then it will be a lot harder to get the business onto the page.

Why it’s important to have a fast company website

is really important that your company website is fast, if the company website is really slow then this is likely to lead to a high bounce rate stop

what does schema mean?

It’s really important that your agency applies what is called to you website, they may use schema to mark up the NAP information on your website. Line if you do not know what map means it simply stands for name of your business, its address and also the businesses phone number.

The NAP Schema

It’s really important to apply schema to your website so when your website is crawled and indexed the can easily read your businesses map information.

What does off-site SEO mean?

Now we will move on to off-site SEO, as you might have gathered local SEO can be broadly split into two main categories that is onside and also off-site SEO.

now in order to optimise a website often both on-site and off-site SEO need to be worked on every single month.

Off-site SEO can be building business citations, improving your businesses NAP details so that they are all consistent, and also building high-quality backlinks that will send link juice through to your company website.

What are backlinks?

Backlinks are simply links that lead to your website, these links need to be high quality need to be built in a white hat way if they are to improve your businesses local SEO. Our

Why must backlinks be high quality?

If the backlinks are not high quality, in that they are low quality then this could adversely affect your businesses SEO because business could incur an algorithmic or a manual penalty.

So many agencies and businesses take the wrong approach to building backlinks, thinking that they can build low quality backlinks and this will improve the company’s SEO.

The matter-of-fact if more than likely likely to do the complete opposite result in the business incurring a penalty and therefore the website may be moved

What are business citations?

Business citations often then need to be built, they need to be built in a white hat way, the business should build business citations so that they mention the businesses map information.

You must make sure that your businesses map information is consistent.

For example let’s say that your business changes its address,’s phone number all the company name and it’s important that all of the companies NAP information is updated

What does NAP mean?

That’s simply means the name of your business, businesses address and also the businesses phone number.

This NAP information needs to be consistent or is will not help to improve your businesses SEO.

Why it’s important that business citations are consistent

let’s say for example that your SEO agency builds business citations to your company’s first address, and the company moves address within Cardiff to a new location.

The agency then continues to build business citations mention the businesses new address, there are there are therefore to business citations citing to different addresses and this can confuse the algorithm as to where the business is located.

Therefore if this occurs then this can mean that the business dropped down the ranks if there are different addresses mentioned within the businesses citations.

Why all backlinks must be high quality

Backlinks must be high quality, if all the backlinks are not high quality then the business may incur an algorithmic or a manual penalty.

Why it’s important to focus on quality and not quantity

really important when it comes to local SEO to focus on quality not quantity, some business owners think that by getting more of something they are obtaining better value for money but this is often not the case if it comes at the cost of quality.

For example you may hear some agencies reel off a long list of what they can provide free low fee, however same goes you do get what you pay for quite often.

By this we simply mean if the agency is stating that they are doing a huge amount of work for a very low fee and often the business owner should start to ask questions.

We believe here at our agency is far better to get a lower amount of work completed but that work to be high quality.

Social media

often a lot of businesses here in Cardiff you social media in order to promote the business and also to help improve the company’s organic and SEO.

For example for our clients we use Facebook and Twitter in order to promote a new article that we have written example.

We may then use hashtags that people use to follow that type of business, for example let’s say that you sell luxury candles we may use the hashtags such as beeswax candles for example.

Therefore anyone interested in these types of candles meets Bath following your account, they may then start reading the articles that have been written on the website, they may even provide a backlinks to the website if they think it is a good quality website stop

How you can promote new work that is being added to your company website

We may therefore use social media accounts such as Facebook and Twitter.

Facebook

You may wish to set up a company profile on Facebook

Twitter

You may wish to use Twitter in order to promote articles that your company has written.

 

Why we believe high-quality white hat agency is best place to write the content marketing

Some business owners believe that they can complete the content marketing themselves, and do not need a high quality and respected SEO agency in to complete the work.

However what a lot of business owners quickly find is the have not got the time to be writing the thousand word article a few times a month.

Instead it might write an article that is just a few hundred words, and if it is poorly written in terms of it does not offer much useful advice to your customers then it may result in your business incurring lower placement in terms of where it ranks.

For example so many businesses get writing the content marketing wrong, by simply mentioning the words they want to the business to rank are too much causing sometimes an algorithmic penalty.

So what do we mean by this, let’s say that you run an Italian restaurant for example, you may start to write articles yourself and you may mention Italian restaurant plus the city or town which your restaurant is based.

However as this is not likely to be useful information in terms of a blog post, if it is written in the wrong way then it may mean that your business is placed lower down the ranks.

Instead what is required often is a high quality and respected SEO agency to write the content marketing in the way with a can get your business to rank higher for Italian restaurant in the city or town in which your business is based

What does evergreen content marketing means?

You may have read within this article that we have mentioned evergreen content marketing white a few times that’s because it’s an important part SEO.

For those that do not know what evergreen content marketing is, it is simply the written text that is used when your main pages of your website.

So let’s say that your business sells for example garden sheds, you may have a range of different garden sheds and you may simply write on each product a description of the garden shed.

As you plan on selling these garden sheds for a very long period of time, you do not therefore change the product description and therefore this evergreen content marketing stays the same for a long period of time.

This is as opposed to content marketing which is added to the blog posts, which is sometimes added to a number of times per month therefore pushing the last blog post down and the newest what is often displayed right at the front.

While content marketing should have a high work accounts but also be high quality

The content marketing must also be high quality, if your business ever writes low quality content marketing and this could mean that the business drops down the ranks.

Content marketing must be useful to you all customers, for example asked last offer useful advice

What is ‘Google My Business’?

Your business should have a my business account, you might wish to ask a digital marketing agency the set up your my business account.

The my business account should have your businesses map.

Your business should have a my business account, information here should match exactly with your businesses citations.

The NAP Details on Your GMB Listing

The my business account should match exactly of your business citations.

Why your company should aim to reduce its bounce rate

You may wish to hire a digital marketing agency, such as door, to help reduce your businesses bounce rate.

Your business should lower its bounce rate, and into keep your customers on your company website for as long as possible

Why your business should focus on improving its organic visitor numbers but also making sure that these visitors are likely to purchase from your business.

It’s really important that as your agency aims to improve visitor numbers they also make sure that these visitors coming to the website are likely to be people that are interested in your product or services.

For example car let’s say that you run a wedding company that manages a couples wedding you might write a several articles about a celebrity wedding the this

This type of article might receive a lot of organic visitors, as a lot of people might want to read about a celebrity wedding, yet it does not necessarily mean that any of these people reading the article use your company to manage their own wedding.

Therefore your agency should attract people who are interested in your company and the products and services your company can offer

Why your agency may need to add new pages

Sometimes when a company comes to our marketing agency they will have a really basic website.

Two for example let’s say that company is landscaping business they want to generate more work for garden fencing, decking and also summerhouses.

This will be very hard to do unless the website has pages created within the main menu order to advertise services.

So sometimes a digital marketing agency will recommend the first tasks is to add main pages that advertise the services such as decking, fencing and summerhouses for example.

How a penalty could fall your business back

if your business was to incur an algorithmic penalty, or a manual penalty simply because you have hired the wrong SEO we then this can simply mean that your business will for down the ranks or it could be totally removed.

Also very business owners that know about algorithmic or a manual penalty is will know that it can take a very long time for a business to recover from such a penalty.

Therefore any businesses which are cutting corners or using low quality methods of SCO should be avoided, because they could result in an algorithmic or a manual penalty being applied against you business

Why we would recommend focusing on one city or town based on where your company is located

Some companies, for example let’s say a skip hire company may try to optimise the website for a massive area.

However we would recommend that you concentrate on improving the SEO around where your business has a actual building and where it is located.

If a business tries to optimise the website for to larger area, in that it tries to optimise for multiple cities or multiple towns and this can mean that the SEO becomes time-limited and the SEO marketing strategy might be unsuccessful.

We would therefore recommend that our agency that instead you concentrate on improving the local SEO for the city or the town in which your business is based.

Why we would recommend using a local phone number

We would recommend that using a local phone number rather than using a mobile phone number.

We say this because it can help to improve your businesses SEO if you use a local phone number.

Of course a mobile number can refer to a business which is based anywhere, however the local phone number is based on this is another signal that your business is based in the town the city which can help to improve the SEO.

However once again do make sure that your NAP information systems, consistent, by that we mean that the NAP information to match on your website your business citations and on your my business account.

Why if your address changes or phone number or business name NAP details should be updated accordingly.

If your address, company phone number or company name changes then you should tell your marketing agency immediately so that they can start to take you business citations.

If you do not update your business citations and your website states that you are in the new location and your business citations the you are in your location then this could simply mean that your website starts to drop down the ranks because an SEO agency will deem this company is having conflicting business citations.

By that our business is saying that it is based on two different locations when actually it is only based in one which could negatively impact the businesses SEO.

Why your company website should be easy-to-use

you should make your company website easy to use, by that we mean every aspect of your company’s then a shopper is likely to leave your website and instead use a competitor’s website.

This is often why a SEO agency has to work closely with a web developer or a web designer. Line you may wish to choose a digital marketing agency which also employs web developers and web designers as well as SEO consultants.

US the business owner may find it easier to manage if you hire a business that has web developers, web designers and SEO consultants all working one company.

We say that because managing separate business can sometimes be difficult in terms of managing amount of calls and emails that will be needed to 2 separate business are to hire a separate SEO agency and a separate web design company.

 

Why a lot of companies use a/B testing or sometimes split testing

Once you have hired a web design company, you may wish to use the SEO agency to recommend ways where they can implement split testing in order to see if they can improve the company’s bounce rate.

When we say improve the company’s bounce rate is simply mean to lower the businesses bounce rate.

Also split testing is used to see if the web design company can help to make design changes in order to improve the businesses sales.

For example company might use split testing to change the appearance of the homepage by adding a slider which advertises a sale that the business has on, this sale might mean that more sales are generated this people click on the slider in order to purchase a product.

Because the design change has increased the level of sales the has, the web design are may make this change is permanent in order to help the business to generate sales. Line on the other hand design company in the SU agency design change has actually have a negative impact on sales therefore rooms back to how the website prior to web design changes.

Why you should aim to make your content marketing a lot better than the competition

You should aim to make your content marketing a lot better than the competition, if your business is not on the first page, yet you just trying to match the competition might not overtake them. Line however if you plan on implementing high quality white hat SCO which is a lot better than the competition in time you will start to overtake the competition.

Therefore you should not just aim to match the standard competitors are setting terms of SEO you should aim to be a lot better in terms of having better SEO.

Why taking shortcuts does not work

There are so many companies within the UK that state that they can provide very cheap SEO services, however as the business owners you have to weigh up how much work can actually be provided free very low fee.

If the agency is cutting corners in order to obtain results, then this may mean that the business later incurs an algorithmic or a manual penalty.

This is why we only recommend a white hat methods are used

Why you should always use white hat methods

We strongly recommend that only white hat methods are used, that’s to say high-quality methods of SEO should always be applied even if it means that it takes a lot longer for the business to see results.

As earlier mentioned within this article if a business was to incur an algorithmic or a manual penalty, then this can mean that Roxanne the ranks was removed from, which can mean that it may take a very long time for the business to recover, so simple not believe that low quality and cheap SEO total false economy.

Why sometimes better to use a high quality and respected SEO agency

we believe it is far better to use a high quality and respected SCO agency like a door, we are an established SEO agency that is based here of Cardiff.

We can help to improve your SEO

Algorithm changes

some businesses will try to have a go at improving their SEO themselves, however we would recommend that you respected and white hat SEO agency as they should have an in-depth knowledge of how the algorithm works on how the algorithm will penalised any website which does not use white hat methods.

Therefore when you pay an SEO agency to implement high quality white hat SEO, the company should have a lot of experience of the algorithm and also how the regular algorithm changes will impact how SEO should be implemented. Line for example, how the Panda dates changed how SEO should be implemented.

How our agency can help your business

we run a agency based here in Cardiff, we work with a number of different businesses in order to help improve the businesses local and organic SEO.

We will only ever use white hat methods, if you would like a quote why not give our agency today?

 

 

Why you should focus on writing good quality content marketing

When it comes to improving a business’s organic seo, the written word is very powerful.

It doesn’t matter if you sell ice skates online, multi-million pound cars or you are a local construction business, what you will need in order to strengthen your organic SEO is to have high-quality content marketing (must follow Google’s WebMaster Guidelines and be white hat).

Many business owners think well, I am not paying for content marketing, this is just written words, surely? It’s just written text, that’s written to a word count?

However, the really good digital marketing agency’s, like us at Adore know that a blog post is a lot more than just a written piece of text that is written to a set word count.

It’s much more than this, successful content marketing is well written and it should offer useful advice to your customers.

So, for example imagine that you are a manufacturer of say luxury car waxes and polishes, and you start to giveaway advice on how to remove stone chips from a bonnet on your companies blog, this is likely to be useful advice to anybody that wants to care for their vehicle’s paintwork.

In the process the information is so useful that you may obtain quality backlinks which are both do-follow and no-follow, plus because the article is so detailed, you might have the average visitor reading the article for say over 10 minutes.

The bounce rate might be very low; therefore, the digital marketing agency has succeeded in writing a really good piece of content marketing.

Okay, let’s oppose this to hiring a local SEO business, let’s say in Cardiff, that just offers stupidly low prices per month, they may write a really low-quality piece of content marketing which is not useful to anybody, they might even purchase it from a copywriter who is only getting paid a very low amount to write the article, so they don’t really care of it is high-quality or not.

It’s unlikely to be researched, it’s unlikely to provide any useful and insightful advice about how to remove a stone chip from a bonnet, that’s because it’s just been written rather carelessly in a quick rush to make a profit.

So, as you can imagine, this written work is not likely to attract any backlinks, it’s not likely to keep a shopper’s interest for very long and also it’s likely to have a very bad bounce rate, so what does this mean? Well, quite simply put it means that the businesses organic SEO is going to suffer.

So, if businesses in Cardiff are serious about getting high-quality organic SEO, they will need high quality copywriters, they need to partner with a high-quality digital marketing agency, and that’s exactly what Adore can offer.

Within this article, we are going to talk about:

  • What is content marketing anyway?
  • Content Strategies
  • Why Content Marketing?
  • Content and the “Marketing Funnel”
  • Content Comprehensiveness
  • Analysis

When you hire a digital marketing agency, you are most likely to hear the company refer to “content marketing” time and time again.

For example, they might be writing a marketing strategy for your business, and a large amount of your company’s marketing budget might well be taken up with writing content marketing.

Now, as the business owners, you might question what are the benefits of writing so much content marketing? That’s especially if the text is giving away free advice, right?

So, let’s say for example, that you run a bike shop here in Cardiff, and the marketing companies recommend that should write long articles recommending different electric bikes to purchase.

You might question well, what’s the benefit of giving away this free advice?

However, as you read through this blog post, our white hat agency will explain the benefits of investing in high-quality white hat content marketing, and why so many digital marketing agencies invest so much time writing content marketing for the businesses that they work for.

What does search engine optimisation (SEO) mean?

First things first, what does search engine optimisation mean?

Well simply put, many different businesses will want to rank on the first page of Google, whether therefore you will a local Italian restaurant, or perhaps you are a large online retailer of furniture for example.

You will want to rank on the first page of Google for terms that are relevant to your business, for example the furniture retailer might want to rank on the first page for “mattresses” for example.

This can be a serious competitive advantage for the business, if they get their business rank on the first page of Google, often to get their business right on the first page they need to hire an SEO agency like us. There are many SEO Cardiff company’s, however what’s for sure is whichever business that your company chooses, you should hire a white hat agency.

What does white hat mean?

However, as this article will explain, the SEO work must be white hat, if the work is not white hat then the business could incur a penalty. Examples of penalties would be a Google Panda penalty a Google Penguin penalty. So, this simply means that all of the SEO work needs to be high-quality which includes the content marketing as well.

What are ranking factors?

There are many “ranking factors” which Google uses to work out how strong your businesses SEO is, there are thought to be well over 200 different ranking factors.

For example, it is widely thought by many agencies that backlinks are one of the most important ranking factors, yet with that said content marketing is also really important.

Here are some other ranking factors that you might have heard about?

·        Backlinks

·        Onsite SEO, meta titles, meta descriptions

·        Offsite SEO

It could also be argued that without content marketing another business will not link to your website, so for example, let’s say that you run a restaurant here in Cardiff, if you have not got blog posts offering useful advice, then why would another business link to your company?

However, on the other hand, if your Italian restaurant was giving away recipe ideas, and how to create tasty Italian meals in a short amount of time, then you could potentially earn a lot of good-quality backlinks.

You can start to see how earning backlinks can go hand-in-hand with writing really good-quality and useful content marketing.

 

What is content marketing?

Some digital marketing agencies make content marketing sound a lot more complicated than what it actually is, but in a nutshell, it is basically written text, which offers useful advice to your customers.

Now, these customers might not be customers that purchase from your website, they could be somebody looking for advice.

However, by offering that advice, your business might obtain high-quality backlinks, which therefore increases where your business ranks, which therefore you can help to improve your businesses SEO.

So, by giving away this free advice, you are actually helping to improve your businesses SEO.

However, so many SEO companies Cardiff and so many businesses here in Cardiff get writing the content marketing wrong.

That’s to say sometimes they do not write the text in a white hat way, which could actually mean that the business incurs a penalty, which could mean they drops down the ranks. This is why all SEO work must be white hat.

Why must the content marketing be high-quality?

All of the SEO work must always be “white hat” or the business could incur a penalty.

What does my SEO consultant mean when they keep referring to an SEO algorithm?

It’s the algorithm which decides where your business ranks, if your business has the strongest ranking factors, like for example the strongest backlinks, the best onsite SEO, then your business can rank on the first page.

As earlier mentioned, there are over 200+ different ranking factors which the algorithm uses to calculate how strong your businesses SEO is.

How many blog posts should my company be writing?

We always say this to all of our clients, it’s never about quantity, it’s all about quality, if you opt for quantity and the work is not of good-quality, then the website could incur a penalty. All work must be white hat.

Why must the work be white hat?

If the work is not white hat, then the business could incur a penalty, which means that a company could drop down the ranks and does not go up the ranks.

Why must I partner with a white hat SEO agency?

Your business should therefore partner with a white hat SEO agency, if you were to pay a cheap price for SEO, or you were to partner with the wrong marketing agency, then your business could potentially obtain a penalty.

Why must the work be good-quality?

The work must be of high quality, white hat, it must be well written and must offer useful advice.

Why is my SEO consultant saying that we shouldn’t just focus on improving the businesses SEO?

A good SEO consultant or a good SEO agency Cardiff will recommend that when writing content marketing for the business, that the business or the marketing agency does not just concentrate on improving the businesses SEO.

That’s because a good marketing agency will know, that if they write a good piece of work, which is useful then this will be read by many people and could potentially earn your business backlinks.

For example, let’s say that you are looking to purchase an electric bike, but you do not know how electric bikes work, or how long the battery lasts before they need recharging.

If you were therefore to write a detailed article about the latest electric bikes, and common questions the customer has about electric bikes, and this article was to be read by many thousands of people because you have promoted it on let’s say on Facebook, then people who have blogs about mountain biking and biking may link to your work.

If the links are high-quality, then this could help improve your businesses SEO

Will this help my business in Cardiff?

Many businesses here in Cardiff, South Wales, have partnered with white hat Cardiff SEO agencies, these businesses therefore work normally on a rolling monthly basis, that’s to improve the businesses SEO

Why must the work not be duplicated?

If the work is duplicated, and that the text has been taken from another website, then this could mean that your business incurs a penalty.

Why must all of the written work be high quality?

All of the work must be white hat and high-quality

Okay, so let’s say you’re about to launch a brand-new vegan restaurant right here within Cardiff, and you want your business to appear in the number one spot on Google for “Vegan restaurants Cardiff”.

Well, that just makes good business sense, right?

If your business is easier to find, you could obtain more customers.

However, your business may fall into the same trap that so many other businesses do, that is believing that by writing a lot of content marketing, which just focuses on improving your business’s SEO, and not offering quality information, will improve your businesses SEO, when in matter of fact it will not.

That’s because marketing companies that just focus on trying to improve where a business ranks, that’s without offering really useful information, will simply fail.

So let us provide you with an example, let’s say you want to fit a new set of taps to your kitchen sink, and you visit two websites, one has a 500 word article, that doesn’t make sense, it just keeps mentioning “cheap kitchen sink taps” and the second is a really useful article, it explains step by step how to install a set of kitchen sink taps.

Which article will be most useful?

Obviously article number two, and this blog post is less like to have a high bounce rate, so this blog post is also likely to help improve the businesses seo.

As many businesses have learnt, and as many marketing companies have also learnt as well, is that for a businesses SEO to do well, the business must offer quality information, and what do we mean by this?

Well, let’s return to our example of a vegan restaurant just for a second, if SEO agencies were to write say 500 words each week, and heavily use the wording “vegan restaurant” over and over again then the business is likely to incur a penalty, such as a Google Panda penalty.

This is why the business should instead offer quality information, that will be of interest to their customers, such as giving away free vegan recipes for example.

Now, you may well be thinking, well that doesn’t make much business sense, just giving away vegan recipes so that people can use the recipes at home, instead of encouraging vegans to attend your local restaurant, however you have to turn that idea on its head.

And the reason for this is if the content marketing is really good quality, well your likely to get a lot of visitors, and a lot of backlinks as well, and if the backlinks are good quality then this could help to put your business onto the first page.

This means that when someone is looking for “local vegan restaurants”- well, guess what, your business could be listed on the first page, which could help your business.

What is content marketing?

Well, it could be as simple as writing a blog post, like this here, however, if written correctly it could mean that your business obtains more backlinks, but if written incorrectly, so for example the algorithm thinks that your website is mentioning a phrase too much, like “vegan restaurants” well the website could incur a penalty.

Why do so many businesses and SEO agencies get this wrong?

Sometimes a business will simply want to take shortcuts, so for example, they may spot that the competition are already doing well, so they may cut corners to try and catch up with these businesses as quickly as possible, but as any good marketing company will tell you, when it comes to white hat SEO, there are no short cuts, its just about hard work and also offering quality SEO.

If you do take short cuts, then you could obtain a penalty.

What is the correct way to write content marketing?

Make it useful, and what do we mean by that?

Well, let’s say your carrying out a bit of DIY, and you do not know how to install a shower tray, so which blog post do you think you would find most useful?

One that keeps mentioning shower trays over and over again, with no clarity on how to install a shower tray?

Or article two, that offers step by step walk through on how to install a shower tray? The information is clear, easy to follow, and explains what tools you will need- well of course, article number two would be best, and this is the article that’s most likely to gain the most quality backlinks, and therefore help to improve the businesses SEO.

How can your marketing agency help?

If you would like a quote for organic seo, then why not call us?

A complete guide to local SEO

Whether you own a successful restaurant in Cardiff Bay overlooking the sea, or you are an architect who runs an architects practice in the city centre of Cardiff near Cardiff Castle, a lot of businesses want to appear on the first page of

Obviously if a customer is looking for a local business, they are more likely to click on you if you are on the first page of and if you are hire at the page on.

this is exactly what our online marketing agency can help you with, we can help to improve your local SEO.

Is SEO a straightforward and very easy process?

Most definitely not, it’s a slow process whereby your website on your company’s SEO needs to be improved all of the time to try and overtake your competitors.

Picture this just for a second, you can begin the uphill struggle that most SEO agencies need to conquer, that is let’s say that you are a local construction business, and you’ve just started your construction business here in Wales.

To get your business onto the first page your SEO needs to be deemed stronger than all the other construction businesses which are not currently on the first page, so for example to be ranked 11th on, you need to have the 11th strongest SCO, when you think about it there might be over 400 construction businesses in Wales or in Cardiff, so to be ranked 11th out of the say 400 in terms of organic SCO your organic SCO still needs to be strong, and that even means not on the first page because 11th is the second page.

 

Tonight you can begin to understand how difficult it is, to be ranked number one the say builders in Cardiff, you can begin to appreciate how hard it is because you might have to beat 400 other companies SEO.

It’s not therefore straightforward, it’s not easy and also your business must make sure that it has the marketing budget to enable the process to start because it is often many months worth of work before you start to see results.

And your digital marketing agency if it is any good, will need to produce really good quality content marketing, Bill business citations which are not conflicting that will match, they will need to build high-quality do follow and no follow backlinks which are relevant to your business sector, they will need to improve your website design sometimes, they should work hard on it decreasing your businesses bounce rate and these are just some of the things that the online marketing agency should work on.

Now you can begin to appreciate how hard SEO is, to a doesn’t matter if you run a local butchers that delivers your produce locally, you are a builder, your accountant you are a solicitor or a hairdresser you have to beat it competitors and if they have been investing in organic SCO to a respected and quality SEO agency you can begin to appreciate how hard the task is because they might have been investing for say the last eight years before you have even started investing in in SEO, so yes process is difficult and it is one that you should only invest in if you’re willing to invest in over the long run.

Whether you run a large business here in Cardiff, or a small business, most businesses would benefit from being ranked high on the first page of Google.

For some businesses it’s now become their sole way for that business to advertise it’s services or it’s products.

Yet with that said, getting a business onto the first page of Google has become much harder, in terms of implementing organic and local SEO and that’s simply because the amount of competition has greatly increased.

So, for example, where a plumbing business may have managed to get onto the first page of Google say a number of years back, now most small businesses will face fierce competition.

This is why it’s so important that if your business is implementing local SEO, or you hire an agency that the work is done right (White Hat).

 

And what do we mean by done right?

Well, we mean the business or the agency must follow white hat SEO methods, plus also the business must follow Google’s Webmaster Guidelines.

If the business was to flout Google’s Webmaster Guidelines, that’s to say for example the business built low-quality backlinks, then the business is more than likely to incur a penalty.

A penalty can mean that the business is removed from Google, or the business may see a significant drop in terms of where the company ranks.

In this article we will cover:

  • Whare are business citations?
  • What is “Google My Business”?
  • Why are business reviews important?
  • What is mobile SEO?
  • Technical website criteria
  • Social media for local business
  • Setting Up a Google My Business Listing
  • What is On-Site SEO?
  • Reputation Management

 

So what’s the solution?

Well, the solution is simple, only hire a high-quality agency and only implement local seo if you fully understand how to implement white hat seo.

This whole article is dedicated to ways that you can improve your businesses local seo, and we will only ever recommend white hat methods.

So, without further ado, here’s a few ways you could improve your businesses seo. 

Onsite SEO

Search engine optimisation (SEO) can be broadly split into two main categories, they are onsite and offsite seo.

An example of offsite seo would be building backlinks, and an example of onsite seo would be to add meta titles and meta descriptions to a website.

For a business to be ranked on the first page of Google, often an agency will need to improve both onsite and offsite ranking factors.

With Google’s algorithm taking into account over 200 different ranking factors, from backlinks right through to meta titles, it’s important that you know from the start that not all ranking factors are worth the same.

This means that some are more important than others, for example, a high-quality backlink is worth a lot more than adding alt text to one page on your company’s website.

So, what you or your agency must do is work out which factors are the most important, and then you might want to start with these first, that is you must have a marketing plan, as otherwise the amount of work needed could be overwhelming.

First things first we would most definitely recommend that you concentrate on getting the onsite seo optimised first.

For example, there’s no point in building high-quality backlinks unless the pages that the links are being sent to are optimised.

That’s to say if backlinks are sent to a page that has one line of text, then that backlink may well be wasted.

What is needed is for your agency or your business to improve the onsite seo, so this means writing meta titles, meta descriptions, adding internal backlinks and also adding content marketing.

Then the digital marketing agency may then start to build backlinks. 

 

Meta titles and meta descriptions

Meta titles and meta descriptions are important, as if they are not written your businesses CTR (Click Through Rate) may suffer.

So, for example lets say that your business sells paint online, now a painter and decorator will be looking for a brand of paint, and also a shade of paint that they wish to purchase.

Now, if your marketing agency does manage to get the business onto the first page of Google, you still have to compete with all the other businesses that are selling paint online.

For example, in the organic rankings there will be 10 businesses, so if a business was to standout, it should optimise its meta titles and meta descriptions.

For those that do not know what meta titles and meta descriptions are, they are simply a title and normally around 2 lines of text that describe what that page is about.

So, for example, for the online paint shop a meta title and meta description may read as follows:

Meta title: We are stockists of this brand of paint, we can deliver the very next day

Meta description: Here at “name of company” we stock this brand of paint, we also offer free next day delivery on orders of over £50.00 in the U.K.

Now, if someone was looking for that brand of paint, plus they seen that the business is offering free delivery, then this may help to improve the businesses CTR.

This is why the marketing agency should take the time to add a meta title and a meta description to every page on the website.

If the business sells thousands of products, then this may take a great deal of time, yet we believe its worth writing a meta title and a meta description for every page on your website.

When adding a meta title and a meta description this should be done in a white hat way.

 

H1-H6

Let’s say that your writing a rather long article, something like this article here, then you may wish to use H1 through to H6 titles.

For example, if you were writing a review on various electric cars, you may use the H1 through to H6 titles to mention each different car manufacturer, plus there’s also some SEO benefits that can be gained from this, that’s if it’s done right.

That’s because Googlebot will read the H1 through to H6 titles, it will know that your talking about various electric cars, and therefore you have helped Googlebot when it is crawling and indexing that page to understand what the page is about, because you have used H1 through to H6 tags to highlight the various car brands.

Now if the article was a block of say 5,000 words, and you did not use any titles, then it might be a bit harder for Googlebot and Google’s algorithm to know exactly what the 5,000 words are about.

Sure, there will be a lot of mentions about electric cars, and how long it takes to charge each vehicle and what the range is of each electric car is, so Google will have a good idea about what the content marketing is about, but it just makes sense to use H1 to H6 titles, just to make it that bit clearer that the main purpose of the article is to review electric cars.

 

Internal backlinks

Okay, so you’ve written say 8,000 words about different cars, but you notice that there’s some overlap with other content marketing that you have written before, so for example, you have talked before about the fastest charging electric cars, so you may wish to add anchor text and also an internal link to that page.

And does this help to improve your company’s SEO?

Well, yes it could, that’s because it could help Googlebot to crawl and index your company’s website better.

We say that because Googlebot uses links to crawl and index a website, so if you add more links then this can help your website to be crawled and indexed. However, when adding internal backlinks and anchor text to your website, your company must follow white hat SEO methods.

 

NAP

It’s really important that if your business here in Cardiff wants to improve its local SEO, that your business adds NAP information to your company’s website.

We would recommend adding NAP information to the footer of the website, plus for the NAP information to be added to the contact us page, the NAP information should then be highlighted using Schema mark-up, plus also the NAP information must be added to the website so that it can be indexed.

 

You might be thinking, what do we mean by writing the NAP information so that it can be indexed?

Well, sometimes a web designer will add the NAP information to the website, and the NAP information is added on the contact us page, but the NAP information is added to a picture, such as a map of where the business is based.

We would instead recommend that the NAP information is written in plain text, this is so it can be indexed.

 

Schema mark-up

We would recommend using Schema to highlight the businesses NAP information, this will make it easier for the company’s NAP information to be indexed.

Your marketing agency should be able to add schema to your company’s website.

 

Local phone number

Here at our digital marketing agency we always recommend that a business uses a local phone number.

For example, if you are looking to improve your businesses local SEO here in Cardiff, South Wales, then we would recommend that your business uses an 029 21 or an 029 20 phone number.

Some businesses, for example a plumber may use a mobile phone number, however if you can we would recommend that you use a local phone number.

The local phone number should then be written into your company’s NAP information, so this should be written on your company’s website and also onto any business citations.

It’s also really important that all of the business’s citations match, that’s to say you should use the same phone number, for example you should the same phone number on your company’s website, as you do on your businesses citations.

If you do change your company’s phone number, then you should update all of your businesses citations, to make sure that all of your businesses NAP information matches.

Your marketing agency may then build more business citations, which will mention your company’s name, business address and also your businesses phone number, this is to improve your company’s seo, but the work must be white hat.

You may also wish to add the company’s phone number to the footer of the website as well.

 

Can the site be indexed?

One of the first things that your agency must do is to make sure that the website can be indexed, this means can Googlebot crawl and index the website?

They should make sure that the “no-index” tabs are not left on, as this could stop your website from being indexed. If the website cannot be indexed, then the website will not appear in Google’s results.

The SEO company should therefore make sure that there’s nothing stopping your website from being indexed, as this would mean that the website cannot be indexed.

Content marketing

One of the most important parts of the SEO process is to add high-quality content marketing to your business’s website.

And what do we mean by high-quality content marketing?

Well, let’s say for example that your business sells tennis rackets, your business should offer high-quality information about tennis rackets on your website.

For example, you may add regular articles reviewing tennis rackets, plus your website may offer helpful advice within the product description for each tennis racket that you sell.

You may also have an FAQ, and in that FAQ your customers may find a lot of helpful advice when they are purchasing a tennis racket.

 

So what does your digital marketing agency have to think about when writing content marketing for your business?

So the agency should think about for example which questions does your business get frequently asked about tennis rackets?

That’s to say, you may get asked, for someone who’s learning to play tennis, which would be a good racket to use?

Your business can therefore offer advice, plus you can regularly add blog posts- for example offering a review on new tennis rackets, your website may then obtain more visitors, and if the work is of good quality then this may improve your businesses SEO.

However, with that said the work must be white hat, that’s to say your business should offer helpful advice when your writing content marketing.

Below we are going to write some helpful pointers, that you should think about when writing content marketing for your business.

 

Well written

The work should always be well-written, plus the work should also meet the following criteria:

·        Be useful to your customers

·        Not written just to try and improve your businesses seo

·        Must be written in accordance with white hat methods

 

Now, you may well be thinking, well, what do we mean by “not written just to try and improve a businesses seo”– as you might be thinking, well, surely that’s the whole point of adding a blog post to a website-that’s to improve where the business ranks?

Well, leading online marketing agencies will not just write say a 2,000 word blog post with the sole aim of trying to improve where the business ranks, that’s because the leading white hat agencies will know that a single piece of content marketing will not make a significant improvement to where a business ranks.

However, what can make a significant improvement is if the business regularly publishes work which the businesses customers find useful, and something that they wish to spend a bit of time reading about.

So for example, lets say that your business sells organic food, that’s to say people can subscribe with your company and organic food is then delivered in a box to your door say once a week.

Now, people who are willing to pay that bit more for organic food will obviously care about protecting nature, and also the health benefits that come with eating good quality food.

So, if the company were to write a regular blog post about for example how their organic food company encourages bees to enter the fields where the vegetables are grown, or how the business grows some of its organic food, then the customers of this business are likely to be interested and may spend say 10 minutes on average each time they visit the company’s website, reading about how the company grows organic food.

 

So, how would the businesses SEO benefit from this work, well, if the work was good quality, the business could benefit in the following ways:

·        The work is interesting to the businesses customers, so the website may have a very low bounce rate

·        The work is interesting to a lot of people who are interested in organic food, so the business may obtain a high number of high-quality backlinks

·        The time on site figure, which is the average time a customer spends on your website, this figure can be found in Google Analytics may well be very high

·        Google’s RankBrain may notice that the time on site figure is high, the bounce rate is low and this is good for seo, as you want the bounce rate to be low

·        Then Google’s algorthim may notice that your business has a high number of backlinks from websites that talk about organic food, so your rankings may increase

 

So you see how a good digital marketing agency, like ours, will write work which your customers will want to read, so we are helping your customers, plus by doing this you are helping to improve the businesses seo.

This is as opposed to an SEO agency that uses low-quality seo methods, such as writing content marketing which doesn’t offer useful information- that’s to say it’s just written to try and keep mentioning variants of “organic food” over and over again, which is obviously a low quality way of trying to improve the company’s seo, and because its low-quality its likely to cause a penalty.

Incorporate onsite SEO

When a business adds a new piece of content marketing to a website, for example a blog post which states how the company grows organic carrots, the company should also add the following onsite seo in a white hat way:

·        Meta titles

·        Meta descriptions

·        Alt text

·        Anchor text

·        Internal backlinks

·        H1- H6 tags

·        A title

·        The word count should be above 1000 words, and be written in a white hat way

·        The work must be high quality

·        Well-written

So, we most definitely would not recommend say writing 400 words in a rush, with the sole aim of trying to improve your seo, and that’s because the work is unlikely to be considered useful to your customers, instead time should be taken to write a article which your company’s customers will find useful and answers a question that your company gets asked frequently.

 

Build white hat backlinks

We would only recommend that a business builds high-quality backlinks, we say this because if the business was to purchase links, or obtain low-quality backlinks, then this could cause a Google Penalty.

For example, the business could incur an algorithmic or a manual penalty.

A lot of businesses in Cardiff and also across the U.K and the world obtained link penalties, for building low-quality backlinks.

This means that the business may have incurred an algorithmic or a manual penalty which meant that it the business may have seen its rankings drop.

Some other businesses may have received a link penalty, such as the Google Penguin penalty, and those businesses may have been de-indexed.

A lot of businesses also falsely believe that once the business incurs an algorithmic or a manual penalty that the business can bounce back quickly, however what is often the case it that it can take many months, and sometimes, for some businesses it can take many years for the business to recover from a link penalty.

This means that a business that may have been ranked on the first page of Google, after a link penalty, such as a Google Penguin penalty, the business may drop down the ranks, and may not recover for a very long time.

The marketing agency may disavow the company’s backlinks, but still it may take a long time for the business to recover.

So, this is why our marketing agency, here in Cardiff only recommends that you hire a white hat SEO agency that can build high-quality backlinks.

 

Backlinks

So it’s at this point that some business owners may well be thinking, well, what are backlinks, and why are they so important to SEO?

Well, there’s a rather long answer that’s needed to answer that, but here we go.

Googlebot uses backlinks to crawl and index each website, it does this by following backlinks, now some backlinks will improve your company’s seo, well some others could be deemed as low-quality backlinks, which will result in a penalty.

Now, if you have a lot of good quality do-follow and no-follow backlinks leading to your site, so lets say that you run a business and you sell men’s clothing, and many fashion magazines mention your clothing website, and they offer a do-follow backlink, as long as the backlink comes from a high-quality website, then this can help to improve your businesses seo.

If you are unsure whether a link is high-quality or not, you should ask a white hat agency.

 

How can they help to improve your businesses SEO?

Most company’s that are ranked on the first page of Google, especially the businesses in Cardiff that are ranked at the top, will normally have a number of good quality backlinks.

This is why if a business wants to rank at the top of the first page of Google, or anywhere on the first page normally the business will need to a white hat agency to build backlinks for the business.

However, its often not just a matter of obtaining a few good quality backlinks, what’s often needed is many good quality backlinks.

This is why if your business operates in a highly competitive business sector, then you may hire an SEO agency to build backlinks every month. However, all backlinks must be white hat.

How many backlinks does my company need?

This is a question that many agencies get asked, that’s to say businesses often recognise that the most important SEO ranking factor are backlinks, so often a business wants to know how many the company will need to build.

However, with organic seo, and local seo there’s no end point, we say that because as soon a business obtains stronger seo, so that might be through say high-quality backlinks, that business will then be the company that’s ranked the highest.

And as there will always be other company’s that also want to get ranked on the first page, and want their business to obtain more sales, the business will normally face competition all of the time.

So, often the only solution is for a business to partner with a white hat, and high-quality agency, and for work to be implemented every month.

Sometimes a business with larger resources in terms of money, will hire a team of SEO consultant’s that don’t work for an agency but work inhouse.

That’s to say SEO needs constant work, if a business gets relaxed, this is often when the business will be overtaken by another company.

Also, often if a business that has a much higher marketing budget, one which the other businesses cannot afford, then sometimes this is when a new business will cut through and reach the top, that’s simply because they will be able to afford more time from an SEO agency, so if more time is spent on building high-quality backlinks, and these links are built in a white hat way, and in accordance with Google’s Webmaster Guidelines, then this can often improve where a business ranks.

However, the links must be built in a white hat way. 

 

What is Google My Business and how could it help to improve my local SEO?

For a company here in Cardiff to improve its local seo, and for the business to appear within the Google My Business results, the business will need to obtain a Google My Business account.

It’s very easy to do- however your company, or indeed your marketing agency will need to spend quite a bit of time filling in the company details.

So many businesses here in Cardiff do not fully complete their Google My Business account, that’s to say they may not add a link to their company website, this we think is a missed opportunity.

We think that your business should spend quite a bit of time making sure that the Google My Business account is filled out with as much detail as possible.

What is essential is that your company adds your company’s NAP information, that is your company’s name, address and phone number.

We would also recommend that your business in Cardiff also writes a detailed business description.

If your company has not got the time to create a Google My Business account, then we would recommend that you let your agency do this for you.

Also, we would strongly recommend adding your company’s opening hours, because when a customer wants to check if your business is open, often it would be the Google My Business profile that they will check to see if your company in Cardiff is open.

The NAP information that you add to your company’s Google My Business profile, should match the NAP information that’s mentioned on your company’s website.

 

Why should we spend a bit of time making sure that our Google My Business profile is complete?

It’s really important that your marketing agency spends the time to fully complete your Google my business profile.

If you want your business to appear in the Google my business results then your agency, or your business will need to complete a Google my business profile.

This is relatively quick to complete, and your business or your agency should add as much detail as possible.

 

Add a backlink

You should add a backlink to the profile, which leads to the home page of the website.

Some businesses will link to another page, such as the about us page of their website.

However we always recommend adding a backlink to the homepage of your website.

 

Make sure your businesses name is correctly written and do not add the name of city or town to the businesses name

If you are looking to improve your businesses local SEO, and let’s say for example you run a construction business here in Cardiff, you may think it be a good idea to put your company name, plus the name of the city at the end of the businesses name?

However, we do not believe that this would improve your local SEO, when adding this to your businesses name and to your Google my business profile.

Instead is far better just to use your business name, and not to add the town or the city to the end of your businesses name.

Some businesses make the mistake of adding the name of a city or a town too much on their website, which can mean that the businesses website becomes over optimised.

Your marketing agency or your business should follow white hat SEO methods.

 

Add opening hours

We would recommend adding opening hours to your Google my business profile, and if your businesses opening hours do change then we recommend updating your Google my business profile.

If you change your opening hours, and your business says it is open, and a customer visits your store when it is closed, then this could cause a negative review to be left.

This is why we always recommend that you keep your my business profile up-to-date.

 

Add a business description

We would strongly recommend adding a business description your Google my business profile.

We would not recommend copying and pasting a business description from your website, instead we highly recommend that you write unique business description.

 

Make sure the NAP information is correct

We strongly recommend that you add NAP information to your website. NAP simply means name of your business, address of your business, and phone number.

We recommend that you add this NAP information to your website on the contact page and also on the footer of the website.

We would recommend that this is written in plain text, in a way that Googlebot can easily index your businesses NAP information.

For example if you run a business in Cardiff, you should make sure that the address, company name and phone number can be indexed if you are unsure how to do this it is worth asking your marketing agency.

It is absolutely crucial that Google’s algorithm can read your businesses NAP information, as this is crucial to improving your business is local SEO

Technical SEO

It is also important that your marketing agency works on improving your businesses technical SEO, for example your companies website should be fast, especially when loading onto smartphones, as otherwise this could cause your business to have a high bounce rate.

It’s also important that your marketing agency adds schema, as well as making sure that your website can be indexed.

Design

The design of your website is really important, for example if your website does not work easily, for example someone cannot find the product that they want easily, then this can mean that your website incurs a high bounce rate.

Often a business here in Cardiff, will need to work with both a web designer and also an SEO agency to ensure that the businesses web design is improved in terms of helping to lower the bounce rate.

 

Duplicated content marketing

It’s essential that your marketing agency works on removing duplicated content marketing from your website.

For example, you may have hired a web design company, they may have copied and pasted product descriptions from the manufacturers website.

We would highly recommend that your marketing agency then removes the duplicated content marketing, and instead replaces it with high quality content marketing.

We recommend removing duplicated content marketing, as most digital marketing agencies will agree that if your website has duplicated content marketing, meaning that it has been copied from another website, then this could adversely affect your businesses local SEO.

For example, a website that has loads of duplicated product descriptions, may see its rankings drop.

 

Content thin

Some company websites may be content thin, this sometimes happens when a web designer just add one or two lines of text per page.

Often one or two lines of text per page is not sufficient to improve businesses local SEO

Instead what is often needed is high quality content marketing, and for the on-site SEO to also be improved, so that the businesses search engine optimisation can be improved.

Bounce rate

It’s important that your marketing company works on reducing your businesses bounce rate.

Many businesses here in Cardiff use Google analytics to see what companies bounce rate is. You may then want to use Google analytics and work with your web design and marketing agency to try and reduce your businesses bounce rate.

Mobile friendly

It’s also really important that your website works on smartphones, for example if your business has a main menu which is difficult to use then this may result in your business incurring a high bounce rate.

We would therefore recommend working with your web designer and your marketing business in order to reduce the businesses bounce rate and improve the company’s website.

For example, the main menu may need to be improved, so that your customers can more easily sort items.

For example, if a customer who is looking to buy a pair of shoes, cannot sort the shoes by colour and size, they may leave the website straightaway, contributing to the businesses bounce rate increasing.

We would therefore recommend that your business improves its main menu, then the marketing agency should monitor the bounce rate.

How we can help:

We are a digital marketing agency that’s based within Cardiff, South Wales.

We can offer web design as well as organic SEO and we can also improve your businesses local SEO.

If your business needs to improve its digital marketing, then why not get in contact with our Cardiff based business today?

 

Google Search Console- what is it and why’s it so useful?

Introduction

If you run a business here in Wales then its highly likely that you also have a website for your business.

If your business has invested in a website then you will want to know how well the company’s SEO is doing.

There are many tools that you can purchase, yet there’s one that’s offered for free is Google Search Console.

Many SEO agencies use both Google Analytics and Google Search Console. Plus, Google also offers Google My Business, so there are a lot of tools that businesses can use to help improve their SEO for free.

However, with that said, you can pay a lot of money for SEO tools, but if you do not know what backlinks are, what bounce rate means or what organic visitor numbers means, well the information that these SEO tools provide is pretty much meaningless, this is why we thought we would write a detailed article explaining which tools we use, plus which information we find useful from Google Search Console when improving a businesses seo.

So, we thought it would be a really good idea to write a whole article on what Google Search Console is, and how it can be used to help improve your businesses SEO.

So, Google Search Console is a free service, it was launched in May 2015, and Google Search Console replaces Google Webmaster Tools.

You may therefore here some digital marketing agencies refer to Google Search Console as Google Webmaster Tools, however this is the old name for this tool and Google Search Console is the new name.

Google Search Console was updated in January 2018, it can help business owners in a range of ways, for example it can be used to spot technical issues, plus also used to monitor the performance of a website.

So in a nutshell, here’s some of the useful information that Google Search Console can offer:

·        Information relating to backlinks, for example how many backlinks the website has

·        Where the business ranks for certain keywords, for example we use the tool to see where our business ranks for “SEO company”

·        You can use the tool to see if any errors have been detected stopping Googlebot crawling and indexing your website

·        Can be used to see if any manual actions have been taken against the website

·        Much more

Can help to identify some technical issues

If a website cannot be crawled by GoogleBot, then this will severely impact a websites SEO performance.

And what do we mean by that?

Well, if GoogleBot cannot crawl the website, then Google will not know if any SEO improvements have been made.

This means for example that you may publish a 10,000 word article, and you have spent many weeks writing the article, yet then something as simple as a “no-index” tag may well be left on, which means that Googlebot cannot crawl and index that page, so you may see in your Google Search Console account that the page cannot be crawled, and is therefore not indexed.

This is useful information for your SEO agency, as they will need to fix any errors, such as errors which stop pages from being indexed. If the entire website cannot be indexed, perhaps because a no index tab has been left on which means the whole site cannot be indexed, then this will mean that the website will not show up in Google.

So a technical SEO expert will need to work out why some pages cannot be indexed, whether that’s because of say a WordPress pluggin which has been incorrectly configured, or it could because a web developer has left code on each page which stops the company’s website from being indexed.

In which case your SEO company will need to fix this issues, that’s before they spend time on improving other areas of the businesses seo, because there’s no point in building backlinks if the site cannot be indexed.

So Google’s algorithm will not be informed of any SEO improvements have been made, which means that a website may not show in Google’s results.

So, some digital marketing agencies use Google Search Console to look for “coverage issues”.

Plus, you can also use Google Search Console for the following purposes:

·        Mobile usability (does the website work on mobiles)

·        Any manual actions

·        Has an XML sitemap been submitted?

Mobile usability report

Google has been using mobile first indexing for a while now, so your web developer plus your marketing company should make sure that your business has a mobile version of your website, and that it can be indexed.

Sometimes some businesses opt for a very basic mobile design, yet sometimes this can hamper SEO performance, for instance, if the pages are deemed as content thin, which means that there’s not much information on each page, well it will be hard to get the mobile version of the website to rank.

You should use Google Search Console to make sure that the mobile version of your website can be indexed, then you may wish to work with a web developer to design a mobile version of your website that has a lower bounce rate, and then use A/B or split testing to improve the design, for example if you were to improve the design, lets say by making the product descriptions longer, and more detailed, plus removing any duplicated content, well, this could reduce your businesses bounce rate.

So often an SEO agency like Adore in Cardiff, will be asked to work with a local web design company to improve the SEO of the website and the design, this is so the company can reduce its bounce rate, improve where the company ranks, and often Google Search Console is used by many agencies as it can provide useful information, such as whether a page can be indexed.

Is your website mobile friendly?

If your website mobile friendly? If not, you may have to work with a website designer so that they can make the website mobile friendly.

Any manual actions?

Has the website got any manual actions?

If you have hired a low-quality marketing company work on your site, or you have implemented low-quality seo yourself, then it is possible for a website to incur a manual action penalty.

This basically means that some pages on your website, or your entire website may well be removed from Google.

All businesses and all marketing companies must follow Google’s Webmaster Guidelines.

If a business does not follow Google’s Webmaster Guidelines, and lets say the business in Cardiff builds low quality backlinks, then the business may incur a penalty.

A penalty occurs when Googlebot crawls and indexes a website that has used low quality seo, for example building low quality backlinks. Then Google can issue a penalty, such as a Google Penguin penalty.

When a penalty is incurred this can then mean that the website drops in terms of where it ranks.

Sometimes, one of the first things that a digital marketing agency like Adore will do when we take on a new customer is to check if there are any manual actions. For example one of our seo consultants will log into the company’s Google Search Console account, we will then look to see if there are any manual actions, and whether the business has any penalties.

If the business has a penalty, such as a Google Penguin penalty, then one of our SEO consultants must allocate work to fix the penalty that’s before any other SEO work is carried out.

For example, lets say that a company here in Cardiff, South Wales had hired a link building company, but the links that the company built are low quality. Then the business may have incurred a Google Penguin penalty, this is normally when the business will drop in terms of where it ranks, then the business will normally switch agencies.

However, fixing a penalty, such as a Google Penguin penalty may mean that it takes many months for the business to recover- and what do we mean by that?

Well, if a business has received a penalty normally the business will have dropped in terms of where it ranks, yet fixing these problems, such as a link penalty will normally mean that the problem will not be fixed overnight, instead a lot of work is needed, and time for the business to recover.

This is why when we work with a new business, the first thing we do is to see if there’s any manual actions. Google Search Console will tell us if there’s any manual actions, then we will then need to see if backlinks need to be disavowed, and to work with the company in Cardiff to see how we can build new backlinks which are high quality.

Performance Report

Okay, so this is why a lot of businesses use Google Search Console, and that’s because it provides some really useful data, such as:

·        Impression data

·        Keywords

·        Average position

·        Backlinks

This information is critical to any marketing company, as Google Search Console can be used to see which search queries your business ranks for, plus the businesses average position.

A marketing agency can then see which keywords get the most impressions, and then the marketing company may then form a marketing strategy around that.

White hat

Here’s a really important tip, that is some businesses use Google Search Console, they spot that for one keyword during say the month of March they rank 11.2 which means right at the top of page two of Google.

So let’s the business sells washing machines, and ranks 11.2 during March, and this is for the term “8kg washing machines”- and then you may then decide to work on improving the businesses seo.

But if the work is not white hat, not high-quality then you could actually damage the businesses seo.

So do make sure the work is white hat, as a common mistake is a business will place the phrase “8kg washing machine” in meta titles, meta descriptions, alt tags, content marketing and then basically over optimise the website, which could damage the businesses seo.

So, talk to a respected white hat marketing company, why not call Adore Online Marketing?