Sarah Jones

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2022/06/17 2022/06/17

On-Page SEO: The Definitive Guide

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If you want to improve your website’s search engine optimisation, then you need to pay close attention to improving your on-page SEO.

This is the process of optimising individual web pages, blog posts and articles in order to rank higher and earn more relevant organic traffic in search engines.

We only recommend using white hat methods, so here’s some of the ways you could improve your onsite seo:

–        Publish quality content marketing, that follows E-A-T

–        Use internal backlinks

–        Anchor text

–        Evergreen content marketing

–        Make sure your website works on mobile

–        Add meta titles and descriptions

–        And much more

–         

 We’ll cover everything from choosing the right keywords to adding schema.

 So, let’s get started!

 

What is on-page SEO?

On-Page SEO (also known as “on-site” or “on-page” optimisation) is the process of optimising individual web pages, blog posts, and articles in order to improve their search engine ranking.  

There are many different factors that contribute to on-page SEO, but the most important ones are:

 

– Keywords: Choosing the right keywords and using them effectively in your content marketing, the written work must always be white hat, follow eat, and offer useful advice to your customers.

 

– Content marketing: your digital marketing agency should create high-quality written work

 

So, what is off-page SEO then?

Off-Page SEO (also known as “off-site” or “link building”).

This includes things like building quality links, citations, social media signals, and brand mentions.

There are many different factors that contribute to Off-Page SEO, but the most important ones are:

 

 

– Backlinks: it’s important to build high-quality backlinks, these should be built in a white hat way.

 

– Social Media: Getting social media signals (shares, likes, etc.) from say Facebook

 

– Brand Mentions: Mentioning your brand name on popular websites and blogs

 

 

Keywords

 

Choosing the right keywords is essential for on-page SEO.

When choosing keywords, make sure to focus on:

 

– Relevancy: The keywords you choose should be relevant to your business

 

– Searcher Intent: The keywords you choose should match the intent of the shopper (e.g., if someone is searching for “what’s the best electric car in the UK,” they’re probably not ready to buy just yet) 

 

Improve your content marketing, so now it’s time to start creating content, what your writing about will dictate what the word count should be, but we would always recommend writing over 600 words.

When creating content, make sure to focus on:

 

– Quality: Your content should be well-written and informative

– Length: Your content should be long enough to cover the topic thoroughly, but not too long that it becomes boring to read

 

– Formatting: Your content marketing should be easy to read and understand, so use short paragraphs, subheadings, and bulleted lists

 

Design

The design of your website is also important for on-page SEO. When designing your website, make sure to focus on:

 

Mobile-Friendliness

Your website should be designed so it works on mobile devices, such as a smartphone or tablets.

 

Page Speed

Your website should load quickly so visitors don’t get impatient and leave

 

Usability

Your website should be easy to use

 

 

Technical Optimisation

There are a number of things you can do to improve your technical seo, such as

 

– XML Sitemaps: You should submit an XML sitemap to search engines so they can index your website more easily

 

robots.txt

You should create a robots.txt file  

 

 

By following these on-page seo tips, you can start to improve your organic seo, that’s if you implement white hat seo.

 

 

2022/02/04 2022/02/04

Can you tell us why it take’s so long to reach the top of Google SERPs?

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Sometimes when a brand-new business is starting out in the city of Bristol, the business owners will have written detailed business plan which includes how they plan to advertise the company.

Under the section of marketing, they may stipulate how they are going to invest heavily in digital marketing, yet sometimes what some businesses fail to realise is how long organic seo takes to see results.

So, for example, if run say a solicitors practice, you have to think about how will your customers will find you here in Bristol, so your likely to have thought about what’s the best type of digital marketing to invest in, and for a lot of businesses which call our agency, will sometimes want to solely invest in organic seo.

They will recognise for example when somebody wants the assistance of a “divorce solicitor,” the are going to ask Google to find them local companies, and they are likely to contact the business in a short period of time. Therefore, a divorce solicitor will know that if they are not on the first page of the SERP’s on Google, well, there most definitely missing out .

So a lot of businesses will recognise the importance of being on the first page of Google, yet often they may not appreciate sometimes how much work this actually involves.

However what a lot of business owners fail to appreciate sometimes, is how long it takes to get to the top of Google’s SERP’s and even how long it takes to get onto the first page.

Therefore its never a walk in the park getting any company onto the first page of Google, it’s often a slow process, what we would describe as a gradual process of improving the businesses SEO. So much work is needed, for example writing evergreen content marketing, building do-follow quality backlinks, making sure the onsite seo, such as internal links are working correctly, making sure every aspect of the SEO is white hat.

Now, a lot of businesses might get frustrated when various digital marketing agencies, like ours say, its going to take at least six months to see any results from the organic SEO. So, for example, if your planning on starting a new plumbing business in Clifton area of Bristol, in The South West of England, that’s a highly competitive business sector, so we are likely to say, its going to take 6 to 12 months to see any results from the SEO, depending on how well designed your website is at the moment.

A lot of companies, especially start-ups, might not have the cash flow, to sustain paying for six months of seo, without it generating any leads.

However our Bristol seo agency is not being purposely difficult, or sticking our heels in the ground, and not therefore dragging the process out further than it needs to, as there’s a good reason for why it takes six months and sometimes even longer to see any leads / sales come through our organic seo.

So grab yourself a brew, and let us explain to you why it often takes us six months and sometimes even longer for us to get a business onto the first page.

 

The algorithm

 

In a nutshell, not to overcomplicate how we explain this, basically businesses are all ranked according to how strong their ranking factors are.

Now, obviously a business that has been paying an SEO agency  for a huge amount of time, let’s say 10 years solid, is therefore likely to have very strong SEO, and are likely to rank on the first page.

So, if the digital marketing agency is any good, they are likely to build quality backlinks, have written a lot of quality content marketing, improved the web design, built quality business citations, and also got the on-site SEO next the perfect.

And when you compare this to a new businesses website, a company which is just starting out in Bristol, and lets the company is say a new family law practice, while their website is be like a blank canvas. This means that the organic SEO score if it had to be rated from o to 100, will most likely be ranked about five on that scale.

And let’s say that’s it’s only at a 5% organic SEO strength, because the design is quite good, and the evergreen content marketing has been well written lets say. Of course Bristol seo companies like ours, dont work out how strong a businesses seo is by just expressing it as a percentage, its more complicated than that, and often requires an SEO consultant to work out the strengths of the companies seo, and the weaknesses of the organic seo, but you get the idea, a new website, wouldn’t normally have strong organic seo at all.

So, when Googlebot indexes that companies website, that’s when it “crawls and indexes ” the entire site, it will see that the website has weak seo, the ranking factors such as the incoming do-follow backlinks are possibly few in number, the on-site seo is very weak, and the website has’nt got much content marketing.

So Googlebot, will then relay this to Google’s algorithm that the seo is weak, and the business in Bristol, will get ranked accordingly.

So, what we are trying to get across is this, to get to a company in Bristol to the top of Google, it is often a massive mountain that needs to be climbed first, and that’s no exaggeration.

It is quite simply put, the businesses which are on the first page today, who will also have reaped the benefits of putting in all of that seo work, or spending all of that marketing budget on organic SEO, and what happens is once they start to see that it is a very good form of marketing for the business, those companies, normally don’t give up their position without a fight.

So what happens is the businesses which are on the first page sometimes go from strength to strength, so to beat that seo strength is often very difficult indeed.

 

Don’t be deterred we are a very good SEO agency

 

There are now thousands of seo agencies here in the U.K offering to improve your SEO, some for a small fortune, and also a number just offering ridiculously low prices, however regardless of the fee that they do charge per month, you have to find one that offers you quality work.

Even if the agency turns around and says that its going to take over six months to see results, that’s not sometimes because they are being difficult, or to draw extra money out of the client, it’s sometimes due to the fact that the competition is so strong, so it is gonna take them that time to even start see results.

No matter if you run a manufacturing business in Aztec West, your a solicitors practice that is just opening up in Clifton in Bristol, or your dentist in the Fishponds area, we are an agency that is here to help you to improve your organic SEO.

However, we would stress the point that it doesn’t matter whether you run a MOT station or your a solicitor’s practice with over a thousand employees, organic SEO is normally a slow process, and it depends on the level of the competition.

 

Level of the competition

This brings us neatly onto our next point ,in is it does depend ultimately on how strong your competitors SEO is  in terms of how fast you can move forwards, if  they are really strong this can mean its a slow process, if they have weak SEO, so they’ve only invested a small sum of money into their SEO, then they can be be more easily beaten.

 

How we can help

 

There are thousands digital marketing agencies up and down the land, however we have the edge over a lot of these businesses, because we offer quality SEO, that is always white hat.

We can help you to move up the ranks, we also offer sensible prices.

If you run a business in Bristol, or you are looking to start a new company in Bath, and you need a company to manage your whole online presence, from designing the website, to improving the organic SEO and offering content marketing every single month, we are agency for you.

We have some seriously talented SEO consultants, and we are a well-known SEO agency here in Bristol.

If you would therefore like to receive a no-obligation quote why not give our agency a ring today?

2021/04/12 2021/04/12

Is artificial intelligence (AI) part of SEO?

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When learning about Search Engine Optimisation, you may have read that are thought to be in excess of over 200 ranking factors. For those that simply do not have the foggiest idea what on earth ranking factors are, well, in a nutshell they are areas of SEO, such as let’s say backlinks, which the algorithm, that’s Google’s algorithm, or lets say another algorithm, used by another search engine that has its own algorithm, will use to decipher how good or indeed, how bad a businesses SEO is.

 

So think of it like this, your looking for a used car, you know when sometimes on the windscreen you see something like this “this car has been through a 100-point check” well, this is the same for your companies website, however, it doesn’t get checked once, no Googlebot, that’s an automated piece of code that Google uses, will check a companies website many times, through what us SEO’s call “crawling and indexing” a companies website”, this is to see how strong the companies “ranking factors” are, to compare this with your competitors, and then let’s say you are an estate agent, well which estate agent in that area has the strongest SEO?

 

Well, that’s the algorithms job to decipher, so, the businesses that have the strongest ranking factors will rank higher.

 

So, you just need to learn what the ranking factors are right? Well, yes, you do, but as any good SEO business here in Cardiff, Wales will know, the ranking factors can change in terms of importance, but there’s also AI to think about, for example Google’s RankBrain, that is AI technology that Google uses is also working out where a business should rank.

 

In this article we will talk-about

-Google’s PageRank

-Google’s use of AI

-Google’s RankBrain

-Google’s algorithm

-Google’s ranking factors

 

 

 

So, for a very long time, if you were interested in organic SEO, you might have spent a long time reading seo articles about building white backlinks, and also about “Google’s PageRank algorithm”.

 

Now, don’t get us wrong- high-quality backlinks (white hat) are still important, however Google’s algorithm has moved on a lot since the days of “Google’s PageRank algorithm”.

 

The algorithm is now a lot more advanced, its now using AI, and also the established ranking factors, such as backlinks, in order to work out where a business should be ranked.

 

Many digital marketing agencies believe that Google’s algorithm is now using “artificial intelligence” that is “A.I” in order to work out where a business should be ranked.

 

Within this article, our marketing agency is going to discuss how we think artificial intelligence is now being used in order to improve Google’s algorithm.

 

 

Is AI (artificial intelligence) part of Google’s algorithm?

 

We think so yes- it’s been widely commented that Google is using something called  “Google RankBrain”, that’s to say, we think that there are still 200 different seo ranking factors,  yet AI is being used in order to improve Google also.

 

However, we believe that artificial intelligence or AI is now an important ranking factor in itself. Some seo experts think that Google’s RankBrain might just be the third most important ranking factor.

 

We think that, “artificial intelligence” is being used to monitor for example a company’s “bounce rate”.

 

So, how does your company think that A.I is being used?

 

So, let’s give you an example, let’s say that you are looking to purchase a pair of running shoes.

 

Now, let’s say that business number one, sells running shoes, but it’s very hard to sort through the 2000 pages of shoes by size, and whether they are in stock or not, a lot of people have the same problem with this company, so, this is why it has a very high bounce rate.

 

The “bounce rate” for that business is over 90%.

 

Yet there is another business, which also sells running shoes, it’s very easy to find the shoes you want and to know whether they are in stock or not with that business, this business has a bounce rate of less than 10%.

 

We think it is the businesses which has a lower bounce rate which will have stronger SEO.

 

Now, this is just one example of how we think “Google’s RankBrain” will be used to see how good a businesses organic SEO is or not, yet we believe that there are many different ways which Google’s RankBrain, will be used to work out how good a businesses organic SEO is.

 

Is artificial intelligence (AI) an important part of organic SEO do you think?

 

Yes, we think that artificial intelligence or AI is an important part of Google’s algorithm already, but we also think that it is going to increase in terms of its importance as well.

 

So, when a lot of marketing agencies say that “Google’s RankBrain” might just be the third most important ranking factor, this shows how important AI is.

 

So what is Google’s RankBrain?

 

Of course, every single SEO company is going to have its own theory, that’s on what “Google’s RankBrain” is- however here is our thoughts on what Google’s RankBrain is.

 

Let’s say that you are shopping for let’s say a new electric bike.

 

Now, let’s say that there are four main businesses which retail electric bikes online, and these let’s say just for example purposes, are the retailers which sell the vast majority of electric bikes which are sold online.

 

We think the businesses which have the lowest “bounce rate”, the highest “time on site”, the most pages viewed of electric bikes, the businesses where the shopper seems to be spending the longest on their website, will be the businesses which are rewarded by “Google’s RankBrain”.

 

So, this means that we think that the more established “seo ranking factors”, such as backlinks, are still very important, as you need to obviously get your business onto the first page of Google.

 

However, with that said, we think that when you get customers onto your company website, it’s more important than ever to ensure that your “bounce rate” is low, they are looking at as many products or services as that your business offers as possible, and the shopper is spending a long time on your company website.

 

So, for example, let’s say that a new retailer of electric bikes has a sky-high bounce rate, let’s say that it’s 99%, and that the average shopper is only looking at one electric bike, and then they are leaving the company website, then we think that this SEO is going to be weak.

 

Do you think that “Google’s RankBrain” will become a much more important part of Google’s algorithm?

 

Yes, we think that Google’s RankBrain will become a more important part of the algorithm

 

Why do you think that a company’s “bounce rate” is going to become a much more important ranking factor?

 

We think that all businesses should aim to lower their “bounce rate”, for example if the business has a 90% bounce rate on its homepage, then the web designers and the agency should be asking well why is 90% of the shopper’s leaving the website, on the first page?

 

For example, when the S.E.O is improved, you might start to see the bounce rate lowering.

 

 

 

 

Why it’s so important that you only invest in white hat SEO

 

We would strongly recommend that you only invest in top quality SEO.

 

The quality of the organic SEO needs to be high, otherwise your business could incur an “algorithmic penalty”.

 

Are the other seo ranking factors still important?

 

Yes, our agency thinks that the other seo ranking factors, such as backlinks, and let’s say meta titles are still very important, that’s to say the other seo ranking factors, which their are thought to be over 200 SEO ranking factors, are still important yes.

 

 

 

Do you still think that back links are important?

 

Yes, we believe that quality back links are still an important part of SEO. That’s the say even though a lot of agencies, talking about artificial intelligence, and how artificial intelligence is becoming a more and more important part of organic SEO, we still think that the more established ranking factors such as back links are still very important.

 

We think that it’s important that agencies optimise a website in a white hat way and that the optimise the ranking factors such as for example back links, content marketing and on-site SEO.

 

However, we also think that artificial intelligence is becoming more and more important, for example it’s more important than ever that a business lowers its bounce rate.

 

Yet with that said, often businesses will need to hire an agency, that is able to build high quality white hat back links.

 

So, to give you an example, let’s say that your business sells sofas online.

 

It’s important that whichever digital marketing agency that you hire, that they improve your businesses ranking factors, such as building high-quality, do follow and no follow back links. They should also improve the other 200 ranking factors in a white hat way.

 

However, your agency should also be monitoring your businesses bounce rate, they should be lowering your businesses bounce rate and they should be working to ensure that they improve not just the organic SEO but also your businesses web design.

 

So for example, your company might spot that the main menu is causing the business to have a high bounce rate.

 

For example When the web designers, design a new main menu, for example they make it easier for customers to find the products they want, because they have designed a menu that easier to use and splits products out, for example if you sell electrical items, the new menu might split coffee machines out into been to cup coffee machines, filter coffee machines and also coffee machines that become integrated into your kitchen, therefore this is how web designers should work with agencies in order to improve web design and also to improve the SEO.

 

Also your marketing agency will often have to improve your businesses ranking factors, there are over 200 different ranking factors, for example the agency might wish to improve the following:

 

•       Content marketing

•       Evergreen content marketing

•       Backlinks

•       Meta titles and also meta descriptions

•       Alt text

•       Bounce rate

•       Titles

•       H1 through to H6

•       Anchor text

•       Do follow back links white hat

•       No follow back links white hat

•       Design

•       Schema

•       Business citations

•       Nap

•       White hat

•       Product descriptions

•       All organic SEO work should always be “white hat”

2020/09/30 2020/09/30

Why is organic SEO such a slow process?

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A lot of business owners believe that as soon as they started investing in organic SEO, that they should start to see results straightaway.

And after all this is what you pay an agency for, right?

Well, the thing is that organic SEO often takes a very long time to see results, that’s the say it’s not days, weeks it’s often months.

And in very competitive industries, such as the car insurance industry, it may take many years to get business onto the first page.

And this is because your competitors set the standard the beat, if they have been investing in SEO for say the last 12 years, then obviously a new business that is just started investing in organic SEO cannot expect to see results overnight.

That’s because your competitors are likely to have thousands of good-quality backlinks, good quality content marketing and therefore they have already set the standard the beat quite high.

Not to disillusion your aspirations, we are now going to explain exactly why organic SEO is often such a slow process.

What does organic SEO mean?

First things first, if you land on a digital marketing agency’s website, often there are many different services on offer.

For example the business might offer social media marketing, content marketing, web design and also may offer PPC services.

However within this article we are going to concentrate on one strand of digital marketing and that is organic SEO.

Let’s say that you are rather peckish, and you are looking for a local Italian restaurant, known type Italian restaurant plus the name of the city in which you wish to dine at.

Now, you often will be presented with PPC ads of the top, then Google my business results and then the organic results.

Now it’s fair to say that the organic results often take up the vast majority of results, is because there are often 10 businesses presented on the first page.

Now as you can imagine the 10 businesses being presented on the first page of Google, in the organic results, you still have to climb the ranks in order to be more likely to be selected by a customer.

That’s the say customers more likely to click on a business that is ranked at the top of the organic results on Google, then they are to select the business that is ranked right at the bottom of the results.

Therefore your agency has to make sure that your business is ranked as high as possible, for as many keywords as possible.

So why is this such a slow process?

Why is it such a slow process?

It is such a slow process because of what are called ranking factors, is widely thought that Google algorithm takes into account over 200 different ranking factors, that’s when calculating how strong your businesses SEO is.

Now, with that said, it then compares your website with your direct competitors here in Cardiff.

So for example, let’s say that your Italian restaurant has just opened within Cardiff Bay.

Get you want your business to appear at the top of Google results for Italian restaurants plus the city which your business is based.

Now, this is all well and good, but you are likely to be up against other Italian restaurants, may have been paying for organic SEO for a very long time.

This simply means that there ranking factors are likely to be a lot stronger, that’s the say over 200 different ranking factors, they are likely to have stronger SEO because quite simply put they have been investing longer.

Therefore your business which is just starting out in Cardiff Bay, which is just started investing in organic SEO, is like having a blank slate, that’s the say there is very little accomplished in the way of SEO.

So the website might have very few backlinks, very little content marketing added to the website, and the on-site SEO is likely to be weak.

Therefore to bring your website up to the standard that your competition, and beat your competitors you have to beat the standard SEO and this in a nutshell is why organic SEO takes such a long time.

Now you are always going to have those marketing agencies here in Cardiff which state that they can promise the world for a very small fee, but as a lot of businesses already know, if the work is not high quality and the business could incur a penalty stop

incurring a penalty for those that do not know, could mean that your business is removed completely from Google, so simply put we think cheap and low quality SEO is simply a false economy

 

How strong are your competitors?

First things first, your marketing agency should undertake a competitor analysis, that’s in order to understand how strong your competitors are.

For example, there’s no point in having a marketing budget of a few hundred pounds per month, if you are up against competitors that are investing thousands per month, and have been doing so for many years.

That’s because the competition will have set the bar too high, they will have thousands of good-quality links, they may have really good content marketing and very strong on-site SEO.

So quite simply put, in order to beat the competition, you have to set a realistic marketing budget.

That’s the say you have to provide enough of the marketing budget to your agency in order to complete enough work to rival your competitors.

If you are investing a small amount, then the amount might be a drop in the ocean and the marketing agency might not achieve the goals that you had hoped that the set up for.

Some business owners falsely believe that they can get their business onto the first page of in a short amount of time

a lot of SEO companies sometimes state that they can give them clients onto the first page of Google in a short amount of time, but in reality sometimes they just say this in order to secure a new client.

It’s far better to partner with an agency that set realistic goals, that’s the say they correctly wait the competition, see that there SEO is very strong, therefore set a realistic marketing budget that allows enough time to be spent to implement enough work to beat the competition.

That’s the say there are no shortcuts when it comes to doing things properly, that’s the say if your competitors have really strong backlinks, really good on-site SEO then your business will need to do the same.

If an agency does cut corners, then this only means that the business will most likely incur a penalty later down the line. This could mean that the business is removed from Google.

 

Why can take many months sometimes even years

here’s the part that a lot of business owners do not want to hear, that is often with organic SEO it can take many months and sometimes even years to see results.

It all boils down to how strong your competitors are, for example if your competitors SEO is weak, and often you can overtake them in a matter of months.

However if you are launching a new car insurance company, and you want to rank on the first page of Google for car insurance related to, then this is a fiercely competitive business sector, and the other car insurance companies have most likely invested millions, it may take years your business to get onto the first page.

Content marketing

There’s no point in setting a really low marketing budget, if this means that writing high quality content marketing is excluded.

You should therefore set a marketing budget which allows enough time for the marketing agency to write high quality content marketing.

 

Backlinks

If you were to ask any digital marketing agency what is one of the most important ranking factors, they are most likely to say to you that backlinks are one of the most important ranking factors.

However the backlinks must be high quality, that’s the say you need high quality backlinks.

Ranking factors

As earlier mentioned there are over 200 different ranking factors, your agency should therefore optimise as many of these ranking factors in a “white hat” way as possible.

There are over 200 different ranking factors

with over 200 different ranking factors, you have to set a realistic marketing budget to your marketing agency can set enough time to improve as many ranking factors as possible.

What we mean by this is often to beat the competition, and by that we mean rank higher than the competition, you have to optimise as many ranking factors as possible.

this often means building high-quality backlinks, writing content marketing, and improving the on-site SEO as well.

your competitors set the standard the beat

therefore we hope that this article makes clear that your competitors are setting the standard that you have to beat.

Therefore organic SEO is not like PPC, with PPC you can invest straightaway and start seeing results, yet organic SEO takes a great deal of time to see results

Has to be white hat

The work must always be white hat.

Penalties

If the work is not white hat then your business could incur an algorithmic or a manual penalty.

Have to invest in a high-quality agency

You should therefore find a SCO company that can offer high-quality white hat SEO.

The work must be of high quality

The work should always be high quality, whether that building backlinks in a white hat way or writing the content marketing

 

Has to be done right

The work has to be done right otherwise the business could incur an “algorithmic” or a “manual” penalty, this means that the business could be removed from Google, if the work is not done in a “white hat” way.

why it’s best to partner with an agency that sets realistic expectations

Therefore if you visit an agency in Cardiff, which sets realistic expectations, and by this we mean that they have properly evaluated your direct competitors SEO, and explained roughly how long they think it will take to reach the first page of  Google, then this is far better than a company which over   promises and under delivers.

There are too many agencies here in Cardiff that will offer SEO at a very low price, yet not deliver results, therefore we recommend partnering with a “white hat” agency that will offer high-quality SEO.

How our marketing agency can help:

Our digital marketing agency is based in the city of Cardiff we can offer the following services line

·        WordPress web design

·        Organic SEO

·        White hat

·        Content marketing

·        Link building

·        Local SEO

·        Business citations

·        Cardiff digital marketing agency

 

 

 

 

2020/09/18 2020/09/18

How can content marketing help to improve our businesses SEO?

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Introduction

If you were to visit a digital marketing agency, and you were to discuss a marketing strategy in order to improve your businesses SEO, then often you will hear “content marketing” being mentioned.

However, as a business owner you may not know what content marketing means, and why so many agencies are recommending that such a large proportion of your marketing budget is sometimes spent on this.

Within this article we are going to discuss what content marketing is, how it could help to improve your businesses SEO, that’s if it is implemented in the right way (white hat).

In the right way we mean that the work must follow “Google’s Webmaster Guidelines”, and it must be written in a “white hat” way.

We are also going to discuss how our agency uses content marketing in order to improve where our client’s website’s rank on Google.

We are therefore going to discuss how content marketing is used, and how on-site SEO can also be used with content marketing in order to improve where company ranks.

What is content marketing?

First things first, what exactly is content marketing?

Well, for most businesses content marketing will simply be evergreen content marketing and articles that are added to the blog section of your website.

Content marketing can be different things, such as setting up a YouTube channel for example, and it also could be for your business to create graphics.

However, because most businesses need to improve their organic SEO every single month, often content marketing will take the form of written text that is added to a blog or to improve the main pages of your website.

If you do not know what evergreen content marketing is, it is simply the written text that is placed on the main pages of your website.

So, for example let’s say that you run a local plumbing business, the evergreen content marketing will be placed on your boiler repair page for example.

Content marketing can also be added to the blog section of your website stop for example if your business has say a WordPress website, then the marketing agency may add high quality blog posts to the blog section of your website every single month.

However, it’s worth bearing this in mind, some content marketing if it is high quality and follows Webmaster guidelines can improve your SEO.

However, so many agencies and business make the mistake that thinking quantity is better than quality, however this is not the case you must concentrate on quality if you are to improve your businesses SEO.

How can content marketing be used in order to improve a business’s organic and local SEO.

Isn’t content marketing just written text?

No, content marketing is far more than written text, often written text is used but also this is used in conjunction with on-site SEO and also monitoring this to analytics to make sure that the content marketing is working for your business.

Also, a lot of businesses will use written text, and also use YouTube channels, within the content marketing, and also to add graphics as well.

If the content marketing is not generating the amount of visitors reading that article, then your digital marketing agency should be constantly tweaking and improving the article to generate more visitors to that website.

Therefore a piece of content marketing is therefore used to drive more organic traffic to a website, technical SEO and analytics needs to be used together in order to understand if this is bringing more customers to your website.

For example, let’s say that your business sells electric bikes online, and you pay a marketing agency to write a detailed article reviewing the 10 best selling electric bikes in the UK for example.

Now you notice that through promoting this article on social media, that is on Facebook and on Twitter for example that this article is generating a lot of interest, and then people are clicking from the article onto your website actually purchasing an electric bikes via the website.

However, you notice that once you start to add you to videos, and you also start at customer reviews about each bike then the amount of organic visitors increases even more.

You can see how a digital marketing agency will constantly be working to further improve a piece of content marketing.

Therefore, it is not just a case of writing a few hundred words placing it on your website and leaving their.

That’s because most agencies now want to constantly improve the content marketing in order to try and drive more customers to the website.

Also it’s worth thinking about this, if the article is really good, that’s the say you have written a really good piece of content marketing about electric bikes for example, then you might start to get high quality and relevant backlinks from other sources.

For example there will be a lot of people who are interested in mountain biking and also electric bikes, they may use their own blogs the start to link to your website, so you might start again high-quality and relevant backlinks.

So as you can see content marketing is often the bedrock of SEO, in that it is an essential part that all the other as SEO elements fixed to.

Without this often backlinks cannot be built in a white hat way, also you may find it hard to promote your business on social media unless you were giving the reader something interesting that they want to read.

For example, somebody who is interested in electric bikes, glossy click on an article on Facebook if they get to read what the 10 best-selling electric bikes are.

Then even if they are not interested in purchasing an electric bike at that particular point in time, they might memorise your brand and therefore return to your website at a later date.

Why must the work be high quality?

Here’s the mistake that so many businesses make, they look at which businesses rank at the top of, and they simply count how many blog post that that company has.

Then they think will that business has 80 blog posts, I must get my business to have the same number of blog post if I am to overtake that business, does this sound like a good marketing strategy?

Well to us it most definitely does not sound like a good marketing strategy at all, that’s because it is not to do with quantity.

In matter-of-fact if you are to concentrate on wanted the rather quality, then you are likely to generate a lot of content marketing which is deemed as low quality could even mean that your business incurs an algorithmic penalty.

This simply means that is removed from

So, what’s the solution?

What the solution is rather simple, that is you need to concentrate on quality, you need to think about what questions your customers have, and how you can answer these questions stop

So for example let’s say that you sell mobile phones online, a lot of people who are looking to purchase a smartphone will not know what all the technical specifications means.

So if you were to come up with evergreen content marketing for each mobile phone, which should be states the specification of the mobile phone this specification is important, then you are likely the start helping your customer.

For example if you were to write a blog post reviewing one of the most popular mobile phones, explaining in basic terms why features that the phone make the phone so good, someone might need this article, understand why teachers are so good, and then understand why phone is worth that value, and then simply use your website to purchase that item.

You therefore have the opportunity of making that content marketing interesting, by having somebody review the phone through YouTube channel then use written text in order to state what the advantages are of only that mobile phone for example

therefore you must concentrate on quality, if you concentrate just on quantity you are likely to generate low quality content marketing, which has very little used to your customers and therefore will result in your business having a very high bounce rate stop

Instead what you must concentrate is less on the SEO, and more on helping your customers.

When you start to help your customers by offering really useful information you will be inadvertently helping to improve your businesses SEO.

That’s the say let’s imagine that you are about to go out and purchase a brand-new electric car, and you want to read the reviews about various electric cars here in the UK.

Now you land on one article that has been written by company, and all it seems to repeatedly mention is electric cars and various brands which seem to be put into each paragraph so that the text does not read naturally at all.

You simply get better with reading that article, because it does not make any sense and justice mention electric car and electric car brands.

Therefore that website is likely to have a very high bounce rate.

Then you go on to another website, and you can see that this has been written by a car journalist, it is a really interesting read, as it shows YouTube videos of each card being reviewed, also the journalist has written some text about their opinion on the car in terms of the advantages and disadvantages of its design.

You find this article really interesting and helpful, to spend over 20 minutes on that article, obviously this type of article will help the SEO for that business, yes it will mean that a lot more effort needs to be put into creating that piece of content marketing, yet it will be a piece of content marketing if it is done right that can really help that business.

 

Why must the work be white hat?

The work must always be white hat, there will always be agencies which offer very low SCO prices, and a lot of business owners will think that going for the lower price is simply a good idea.

However, as the business owners you have to think about this, that is it the prices so low, realistically how much work can be put into improving the website?

What may occur is that the prices so low that the agency has cut corners, as they cannot use white hat SEO methods, and the business was to cut corners in your business is likely to incur an algorithmic or a manual penalty which means that it could be fully removed from Google.

So, what are we recommend?

Will simply put we recommend picking a respected agency will offer you high quality white hat SEO

Why must the work comply with Google’s Webmaster Guidelines?

The work must follow Webmaster guidelines, if it does not follow Webmaster guidelines then the business could incur a manual or an algorithmic penalty.

For example, if the business was to, then this is likely to cause duplication issues, which may result in the business incurring a pound a penalty.

This means that the business is unlikely to rank anywhere near the first page of, and it may even be removed from because the website might be deemed low quality.

So, what is the solution, but the solution is simple the business should write unique product descriptions, where you are writing your own product descriptions about each item.

If you were the simply duplicate content marketing, that’s the say you were to duplicate product descriptions directly from the manufacturer then this is likely to cause each page to be deemed as low quality.

Obviously, you do not want each page to be deemed as low-quality, so you need to spend time accurately writing each product description.

You can therefore then generate customer reviews that are unique to your website, and you can also have an expert within your business also reviewed that product.

For example, let’s say that you are an online electrical retailer, why not have a net first on each area of appliances.

For example let’s say that you sell fridge freezers, why not have an expert within your company state the advantages of each fridge freezer, for example the energy efficiency school, or how the fridge freezer might have different components which make it more have more ability.

Keywords

There are still SEO agencies which think that all content marketing is, is writing keywords within the text in order to try and improve the businesses SEO, this strategy does not work.

So which strategy does work?

Well that’s easy to answer, you simply have to offer good quality information to your customers.

It is simply a case of thinking about which questions that your customers frequently asked your business, and then answering them questions.

So, for example, let’s say that your business sells running trainers, and your business sells hundreds of different running trainers.

The price of the running trainers vary massively, for example you sell a pair that starts at £40 yet you also retail a pair of running trainers which are in excess of £500.

now somebody who wants to get into running, will obviously want to know why there is such a disparity see in price, so you should write unique content marketing which explains the advantages of each pair of running trainers.

Now when you start to answer frequently asked questions about running trainers, you can start naturally writing in keywords.

So, what are keywords they are simply terms that your customer will use to find products or services.

So, for example somebody might be searching for a Pacific brand of running trainer.

What a low-quality SEO company will often do, is to start to try and optimise the content marketing just for a brand of running trainer and the words running trainers.

However, this is a really low quality way of implementing SEO.

Instead what you should do is add a good quality product description, and you should also review each product and the text should be unique.

Now as you write the product description and your review of each pair of running trainers, you will obviously naturally writing to the text the brand of the running trainer and use the words running trainers.

Now as long as this is done in a white hat way, and that the work follows Webmaster guidelines, you will be helping to optimise that page.

What’s so many digital marketing agencies make the mistake of, and also businesses is thinking that they can just optimise that page for the brand of running trainer and the words running trainers by mentioning them quite a few times.

This is not going to work, this is a very old SEO tactic, this you can imagine somebody that is looking to purchase a pair of running trainers once a bit of information about those pair of running trainers, especially if they are going to spend quite a bit on purchasing them.

Example they will want to know how the running trainers have been constructed, in terms of what materials they use and what makes a pair of running trainers so good, this is where your expertise as the business owner can start to be used to review each pair of running trainers.

Why we recommend longer articles are written

so many marketing agencies offer really low prices, however, to make these low prices work the often have to write really short content marketing.

However just writing a few hundred words is rarely enough to properly answer any question.

What is often needed is thousands of words, but not a lot of text, you should think about using and embedded YouTube video, all graphics for example.

Why research must be undertaken

when you consider an SEO company, the SEO consultants that work within that business will often have many customers, that’s the say they might have over a hundred different clients that they work for in order to improve the businesses organic SEO and the local SEO

now, they may be working for a really broad section of different companies, for example one moment the SCO consultant might be working for a construction business and then in the afternoon for a solicitor’s practice.

So obviously you have to think about while how much knowledge that the SEO consultant have on each business that they work for, and this is why they should research before writing a piece of content marketing.

And why did we say this?

Because far too often an agency will write a piece of content marketing that maybe is say 1000 words, but it does not really offer any useful information, it does not offer a facts, it did not offer any links and it does not offer anything that will really tell the user that you are an expert on that subject.

So, for example, let’s say that the marketing agency is working for a car dealership, and the car retailer has just started to stop a new brand of car which it wants to start increasing sales of.

The marketing agency might just write a very brief article explaining that the start to sell this brand of car, the offer finance payments per month of a certain amount, and they may starts dating a little bit about the brands because they briefly read the manufacturers website.

Will this cut the mustard?

Well it’s very unlikely, instead a piece of content marketing should be written where a it shows that the author fully understands what that car can offer in terms of its technical specification.

You should then put this across in a way where the reader will be interesting in reading about that car.

So for example the author should research what the car does mpg, it should research its safety factors, it should research which features the car has and it should also include links to car journalists who have positively reviewed that car.

Also if the SEO agency wanted to go the extra mile, they could even do their own review of the car in person and embed a YouTube channel.

Now when somebody comes across this article say on social media, say on Facebook, they may land on page be interested in what you got to say about that car and even come down to your car dealership to organise a test drive of that vehicle.

Now if you oppose this to just a piece of content marketing which is been quickly written, which simply states what the company can offer in terms of a low monthly repayment of that car, then this is unlikely to be enough to persuade the reader to come down to the car so.

However if in a persons lunchbreak the start to watch the embedded YouTube video, see that one of your car salesman is clearly stating the benefits of owning that particular vehicle, then that piece of content marketing is likely to work a lot better than the business and may even to help to drive up sales

Why outbound links should be used

if a piece of content marketing has been properly researched in that the author has spent a lot of time researching what they are writing about, and the are likely to have found other websites where they have found useful information, you should then link to these websites.

For example let’s return back to our example of reviewing a new type of car, you may have come across a website which is positively reviewed that car, and you may therefore wish to link to that article using a back link and also anchor text example stop

Anchor text

you should only use anchor text in a white hat way, that’s the say so many agencies think that they can highlight the anchor text

optimise your website for your customers not for which they want their business to rank for.

This again is a very old SEO tactic, and could even result in your business incurring a penalty.

So for example if you were to keep highlighting the words car dealership plus a name of the city then this is likely to be viewed as low quality SEO and your business is likely to incur an algorithmic or a manual penalty.

What is far better is to naturally use the anchor text, so for example when you are linking out to a website which has reviewed that particular model of car, simply put the brand of the car, model of the car and review as the anchor text.

hat’s the say the anchor text should simply state where that link is pointing to, it should not be used as a way to keep marking up the same keywords try and improve the businesses SEO and this approach does not work

To improve your businesses SEO

Must be high quality

As you have probably gathered already from reading this article, it’s really important that you should focus on quality.

Do not focus on quantity, is because some agencies may try to impress you by stating for a set fee they can offer such a large amount of work for that price.

However, you should not think in terms of quantity you should think in terms of quality. It’s important that every aspect of the SEO is high quality and white hat

Must offer useful information

The work must be useful, that’s the say you should not concentrate on improving your businesses SEO, instead you should concentrate on offering really useful information this will then start to improve your SEO because you can start reducing your businesses bounce rate and improving the amount of organic visitors that come to your website.

That’s the say the marketing agencies which just concentrate on trying to improve the businesses SEO without offering useful information to your customers often fail.

So, for example, let’s say that you sell TVs online, you should state what are the advantages of say owning a 4K television is rather than just trying to optimise the website for 4K televisions.

You can use social media to promote your businesses content marketing

You may wish to use social media, such as Facebook and also Twitter in order to improve the number of people that are reading your piece of content marketing.

For example let’s return back to our example about retailing a new car brand, you may wish to write a piece of content marketing reviewing that new model of car, and then to promote that piece of content marketing on Facebook and also on your twitter account for example.

Should answer questions that your customers frequently have

So many business owners simply state that they do not know what they should be writing about on their company blog, our best advice is to concentrate on the questions that your customers frequently have, and then to centre the content marketing around this.

So for example, your business might retail Power Tools, such as electric drills, electric saws and also nail guns for example.

You should therefore write content marketing which helps your customers to understand more about each product, the features that it has, and also the different types of manufacturers warranty that are offered by each item for example.

For example you might retail an electric drill at £50, yet you may also sell an electric drill at £600, she therefore need to explain the product specification so that the customer can fully understand the Advantages of owning the more expensive products, and explain some of the product features and why the customer might wish to invest in a more expensive electric drill for example.

Must aim to be better than the competition

So many marketing companies simply think that the competition has written say 100 pieces of content marketing, so that they need to also write 100 pieces of content marketing.

We would not recommend taking this marketing strategy, instead you have to think about writing content marketing in terms of offering more useful information than your rival businesses.

 

Algorithm

the work must also be high quality so that the algorithm reads the work as being white hat, for example if you were to sell a certain model of smart phone, and you were to write the model of smart phone and make too much then this is likely to be deemed as low quality content marketing.

However on the other hand if you were to write the content marketing whereby you offer useful information about the mobile phone, in terms of specifications that the phone has and what makes this phone such good value, if this work is well written then this is likely to improve your businesses SEO.

Must not be just a few hundred words

So many marketing agencies try to save time writing content marketing which is just a view hundred words.

However, with that said, often a view hundred words is not in that in order to improve a businesses SEO.

Instead what is needed is content marketing which is often over a few thousand words, and the work has been researched and is high quality and is also written in a white hat way stop

Also think about improving your businesses evergreen content marketing

Some digital marketing agencies just concentrate on improving the businesses content marketing in terms of adding blog posts, yet also what’s important to remember is that the evergreen content marketing that is on each page is also improved.

So for example let’s say that you run a construction business, and you have main pages which describe the attic conversions, newbuild properties and also describes the property extensions that your business can offer, all of these pages will be your main service pages, the text on these pages will be the evergreen content marketing, and the evergreen content marketing on these pages should be improved by your marketing agency.

 

Why you should think about using an agency that understands your business sector

As mentioned earlier, you may pick a SEO company that works for hundreds of different businesses, they may not therefore have a large amount of knowledge about your business sector, this is why so many companies now opt for marketing agencies specialising one business sector

For example you might have a marketing agency that concentrate on working with solicitors, and another marketing agency was concentrate on working dentists for example.

Therefore the advantages of working with such a marketing agency is that they are likely to have more knowledge about your business sector, therefore the content marketing might be more detailed as that agency will have more knowledge about your business sector.

does your business require national or local SEO?

You also have to consider whether your business requires national SEO, all it requires local SCO, as this will mean that the content marketing is written in a slightly different way.

For example, if your business just operates in the city of Cardiff, then this will mean that your business requires local SCO and the content marketing is written in a different way.

Where is if your business requires a national SCO when you are looking to sell your products on a national basis, then the content marketing will not focus on just one city or town and instead often the marketing agency will concentrate on writing high quality content marketing and also building high-quality backlinks.

What were the Panda updates?

If the content marketing is low quality, that’s to say for example you have duplicated product descriptions, then the business may obtain a Panda penalty.

This means that the business could be removed from

Why you should never duplicate content marketing

you shouldn’t use duplicated content marketing, for some businesses that do not understand how SEO works, they may sometimes simply copy and paste product descriptions and also sometimes content marketing, however this is likely to result in your business incurring a penalty.

 

Why you should never copy product descriptions

When a website is designed, some website designers simply copy and paste product descriptions however this is likely to result in the business incurring a penalty.

One should never rush writing important details such as your businesses meta titles and meta descriptions

Bounce rates

your marketing agency should aim to reduce your businesses bounce rate, if your website has a very high bounce rate, this means that a lot of people are visiting your website but I leaving straightaway.

Obviously you do not want your shoppers to be leaving your website quickly, so your digital marketing agency should work out how they can reduce your businesses bounce rate.

This sometimes means improving the SEO and can also mean improving the website design

Time spent on-site

You obviously want your shoppers to spend a long time on your website, browsing your products and then making a purchase, so therefore a lot of SEO companies will look at how long the average shopper is spending on your website and look to improve this.

Obviously if somebody is spending longer on your company website, they are interested in the products or the services that your company offers.

If a company only manages to retain a shopper’s interest free few seconds, then this obviously needs to be improved, as you want the shoppers to spend longer on your website and to make a purchase.

So if your website has a very high bounce rate, and your shoppers are only spending a you seconds on your website then this needs to be improved by your SEO agency.

Analytics

Many SEO companies here in Cardiff use analytics to see how they can improve a businesses SCO, whether that improving the amount of organic visitors, reducing the bounce rate or simply monitoring how many visitors come to your company website every single month to see if this number is improving.

Backlinks

Our company can build high-quality backlinks

If your company writes a really good piece of content marketing, then other websites may link to your website, so your website may start to obtain high quality backlinks.

High-quality backlinks

Your business should look to obtain high quality backlinks which had been built in a white hat way in order to improve your businesses SEO.

 

Do follow

often an SEO company will recommend that you obtain a number of good-quality do follow backlinks

No follow

Your business should also obtain good quality no follow backlinks as well

Yes this does mean giving away free information

A lot of business owners here in Cardiff, often state why should they spend such a large percentage of their marketing budget on content marketing, when it is just giving away free advice?

That’s the say, let’s say that you run a solicitor’s practice, why should you be giving away free advice via your company blog?

However we often explain to businesses here in Cardiff that this is the wrong way of thinking about content marketing, as by giving away free advice you can actually improve your businesses SEO, and therefore if the SCO is implemented in a white hat way then your business can actually obtain more customers giving away free advice via your company blog.

For example, if you were to write really high quality blog posts, then these are likely to attract high quality backlinks, and these high-quality backlinks can improve where your business ranks so that you can potentially obtain more customers.

Why the best digital marketing agencies don’t just think about SEO

our SEO company does not just think about improving a business’s SEO, we think about offering high quality information to your customers, and then this will improve the businesses SEO.

If a business overly concentrate on improving the businesses SEO, without offering high quality content marketing then the business could incur a algorithmic or manual penalty.

So, for example let’s consider a skip hire firm, if the website was just to concentrate on writing skip hire plus the name of the city over and over again then this is likely to cause an algorithmic or manual penalty.

However instead if the marketing agency was to concentrate on writing content marketing, such as explaining the different size skips that the company offers, what can be placed in the skip and what cannot as well as how the customer should get ready for the skip hire company to deliver the skip, such as making sure that lane ways are kept open for example, then this content marketing is likely to work a lot better.

That’s because it offers a useful advice to the customer, as they may not know the different size skips there are on offer, neither will they know what they can place in the skip what they cannot and also they should think about how they served in sure that lane ways are open to that the lorry driver can get through for example.

Therefore, this information is helpful to anybody that wishes to hire a skip, and is likely to improve the company’s SEO

Why your business needs to set an appropriate marketing budget

when you think about it, for a lot of businesses in Cardiff the only way they really advertise their business is sometimes through their website.

Sure that the business might have a lot of cars company vans, but often the main way the customer will find the business is via the company website, this is why it’s so important that the business invests in white hat SEO, yet with that said, they should invest a reasonable amount.

If you are to opt for overly cheap SCO services, then it is likely that the work might not be high quality and therefore may result in the business incurring a penalty.

Why we believe cheap SEO is often a false economy

We believe cheap SCO is often a total false economy, quite simply because the business could incur a penalty

Title

Your SEO consultant should add a title to each piece of content marketing

Anchor text

Your SEO consultant should add anchor text to a piece of content marketing in a white hat way

Internal links

The SEO company might wish to use internal links in a white hat way

How our agency can help

If your business wishes to improve its SEO, then why not give our business a call today