Search Engine Optimisation (SEO)

On and off site factors

Search engine optimisation is an amalgamation of a variety of techniques and strategies to get a website to rank higher in search engines and thus generate a greater amount of traffic from potential customers. Some things are about architecture and code and are part of a technology vendor’s delivery. Other factors often controlled by a company’s marketing department and are a natural part of a digital marketer’s everyday life.

Technology underpins good strategy

When working with digital marketing in general and search engine optimization in particular, it is important to start from a good digital business strategy. A good strategy needs clear conversion goals. For an e-retailer it can be a purchase of one or more products, for a service company it can be a notification of interest.

Based on this strategy, the various elements that make up search engine optimisation are used to create successful digital marketing (see illustration of Search Engine Land).

How should I start?

The first thing you should do is install Google Search Console. With this service, you will find out how Google sees the website and report potential problems. Here you can also submit sitemaps and thus get Google to index the website faster.

Here are tips on things you can do:

• Make sure that the information structure in the form of sitemaps, internal link structure, menus and 404s looks as desired. Make sure that 404 pages, pages that cannot be found, are removed and redirected to working pages. In the form of XML sitemaps and HTTP response codes.
• Does the indexing of your website take place, does the website get indexed in search engines such as Google and Bing in a good way? The Google index means the information that Google saves about all websites.
• Metadata, missing metadata or are the texts too long or short?
• Information structure in the form of keywords, which means if the website is built based on the keywords that the website wants to target.
• Do you have duplicate content on your website? Which means the same information in two places, either on a development server that has been indexed or information taken from another website can confuse the search engines who don’t know which of the pages they want to rank.

What can we help with?

We help with the things that are difficult. Many of our senior staff have 10+ years of digital marketing experience and therefore understand the ‘whole picture’. We can therefore help you construct a sustainable digital strategy where you make maximum use of the parts you are good at, and then supplement with our help to ensure that nothing slips through the cracks.

• Digital strategy
• Content strategy
• Review of content & technology platform (ongoing or as one-off efforts)
• Microformat / structured data (schema.org)
• Accelerated Mobile Pages (AMP)