What is Search Engine Optimisation?
Attractive design combined with a seamless and engaging User Experience (UX) is at the heart of every successful digital platform. However, you have to be able to drive traffic to your website in the first place.
Unlike paid media, Search Engine Optimisation (SEO) cannot be bought; but it can be earned. SEO is integral to reaching your target audience and driving them to your website.
Essentially, it is the refinement of naturally written and designed content, and site structure, into something that is seen as search-engine-friendly. This will boost the webpage or website up the organic (unpaid) rankings of a search engine results page (SERP). By optimising your website using on and off-page SEO techniques, you will see a natural increase in quality traffic to your site.
Diffusion Digital is a SEO agency based in London. The following points outline the core aspects of website SEO and how to go about optimising your own site, with or without the help of a specialist website SEO agency.
Search Engine Optimisation is traditionally broken up into three parts; technical optimisation, on-page optimisation and off-page optimisation.
Technical optimisation fundamentally means ensuring your website is optimised for efficient indexing (the term denoting how search engines rank pages based on their relevance to a search query).
Ensuring your website is structured in such a way as to encourage and help search engine spiders crawl it effectively is key. Any sort of technical duplication where the page’s set-up might suggest to search engines that pages are duplicates of each other needs to be addressed, this could simply mean changing a pages URL.
Creating sitemaps and robots.txt files (this shows search engines what pages should be crawled), utilising Meta tags, caching images, minimising redirects and maximising server response times are just a few methods used in technical optimisation and they will help you achieve a better ranking on the SERP.
This refers to making sure the content of the website is optimised and relevant to what the user (the searcher) is looking for. Content needs to be written in such a way as to be understood by the spiders whilst remaining readable and engaging to the users (the people you are trying to drive to your website). There is no point in having a technically compliant page the search engines will like without it also being appealing and engaging to the searcher.
From keyword research and subtly mapping these words throughout your copy, to building internal links around the different pages of your site, there are many on-page techniques that you can utilise in order to increase the traffic to your site.
Increasing the web footprint of your site by increasing the number of external links leading to your webpages can improve your site’s authority and improve its organic search rankings.
Inbound links are a fundamental indicator to search engines of the trustworthiness of your website, therefore they are a major determining factor in rankings. However as with most things in life, quality over quantity reigns true. There are so-called link farms that generate many links to your website however Google now recognises and penalises the sites that use them. Building useful links is done by targeting certain influencers in your field and working with them in order to create links to your site.
By building quality links from authoritative website, you can dramatically increase your organic rankings therefore generating greater relevant leads and ultimately driving greater conversion.
HOW CAN DIFFUSION DIGITAL HELP YOU ACHIEVE YOUR GOALS?
Achieving all of the above goals does not mean you have to sacrifice beautifully crafted and well written content in favour of dense, search engine friendly copy, it just means you need a plan.
Diffusion Digital is an experienced SEO agency in London and employs a number of SEO specialists, as well as content writers and photographers. We are able to work on pretty much every platform out there, WordPress and Shopify to name a couple, as well as to craft the structure and content of your website so that not only is it seen in a positive light by search engine spiders, but also ensures it comes across in an appealing and engaging way to your visitors.
Our SEO team will carry out extensive keyword research and following that we have skilled writers in place that’ll take an enormous amount of care with your brand or product. We are not all about building traffic; we want to transport the people most likely to convert to your website, to use a well worn expression; quality over quantity needs to be the focus here.
Digital Diffusion’s fully balanced approach revolves around creating engaging and sharable content combining technical algorithm expertise, as well as increasing brand visibility by mobilising targeted media and influential bloggers to carry your message forwards. At our digital marketing agency, to avoid confusion we keep all our teams in-house meaning the SEO team work alongside the designers and developers. This ensures consistency in approach and ensures clear communication throughout the design and development process.
We offer a variety of SEO services that can be seen at the bottom of this page. As a website SEO agency in London, Diffusion Digital takes enormous pride in our work and in the brands we work on behalf of. We aim to form strong relationships with all of our clients that will evolve and flourish as time goes on and businesses grow.
We will set up the site with industry best practice SEO installed throughout. Our dedicated Search division will provide the highest level of ethical white hat SEO. We approach search in a very rounded manner focusing on all aspects that have an impact on a website’s search visibility. This ranges from technical, onsite, offsite, through to social media and email marketing.
This is not limited to, but will include:
- Keyword Research
- Competitor Research
- On Page Content Audit & Creation
- Technical Audits
- Suitable Site Structure & Navigation
- Clean URL Structure
- Intelligent Code, that includes Meta Data
- Redirects Implementation
- Submission of XML Sitemap
- Inbound Linking
“Webmasters who spend their energies upholding the spirit of the basic principles will provide a much better user experience and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit.” (Google)
Search Engine Optimisation refers to organic or unpaid techniques that can be implemented in order to rank higher on search engine results pages.
On the surface it only costs time. At a beginners level you should expect to put aside around 15 hours a week to ensure SEO is covered, however this depends upon your sector and your goals. Fundamentally, regardless of budget, you should get out more than you put in.
The time taken to see noticeable differences in your website traffic can vary and largely comes down to the amount of effort or time that is put into it. If you are producing optimised content several times a week and actively link building and spreading these new posts around different platforms, it is going to have a greater impact than one post a week.
- Essentially it comes down to trial and error. There are hundreds of blogs covering what Google is ranking highly at the moment, as well as tips on how to optimise your content to what is ranking well at the time.
- Search Engines also publish guidelines on how to structure and produce content for your site that will be looked on favourably – if you stick to these guidelines you should be fine.
There are a few technical elements to SEO such as robots.txt and meta descriptions however, generally speaking, most of the platforms that people use, such as WordPress and Shopify, tend to walk people through the SEO process and even gives feedback on what you have done and how it will rank.
There a number of free tools – or at least free to a point – that people use for research such as AdWords or Answer the Public and these can give you a pretty good idea of what search terms are coming up regularly. It is also important to point out that keyword stuffing will have a negative impact on SEO. If you read your copy out loud and comes across in an unnatural manner then you are probably ‘keyword stuffing’ and you should amend it.