Search Engine Optimisation
Everyone wants to rank at the top of Google, and the process of trying to improve ranking is called Search Engine Optimisation (SEO).
In the early days of the web, there were a lot of tricks that would fool search engines into improving your ranking. Then Google came along and changed everything - trickery gets you banned, and good websites are rewarded!
Modern SEO is a combination of factors, which we call the Three ‘R’ Model:
Google needs to be able to understand your website otherwise it doesn’t know what to do. Technical stuff has to be done well, and websites need to load fast.
Provide information and content that’s relevant to your audience and keep it up-to-date. You’re not going to rank number one for personal banking unless you talk about personal banking. Google prefers fresh content so you should update regularly.
Also called online PR, this is about becoming a recognised authority in your field and building incoming links from press and important organisations. Social media and traditional PR have a role to play too.
When we first build a website, the focus is on Readability. Without this, the other two factors cannot happen, and so we concentrate on putting a good foundation in place first.
Once the website is built, we can implement a structured digital marketing programme to improve search engine ranking, using appropriate tactics to improve Relevance and Reputation.