Search Engine Optimisation (SEO)

On-site and off-site factors

Search engine optimisation is a combination of various techniques and strategies designed to improve a website’s ranking in search engines, thereby generating more traffic from potential customers. Some aspects are related to architecture and code, and are part of a technology vendor’s delivery. Other factors are 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 (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 discover how Google perceives your website and identify potential issues. Here, you can also submit sitemaps and thus help Google index your website faster.

Here are tips on things you can do:

• Ensure that the information structure, as represented by sitemaps, internal link structure, menus, and 404 errors, appears as desired. Ensure that 404 pages, which cannot be found, are removed and redirected to working pages, using 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 difficult things. 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 that maximises your strengths and supplements them with our expertise to ensure that nothing falls 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)