As Search Engine Optimisation consultants, we at Black And White Boy speak to a lot of businesses across the North East of England and further afield. Many of them think they only need put a website live on the internet, then just sit back, relax, and wait for a flood of traffic from buyers just waiting to buy their products. Sadly one couldn’t be further from the truth.
Getting a website online is only the first entry on your SEO to-do list. Whilst customers may indeed want to deal with you or buy your goods on the Internet, with billions of websites online already and hundreds of thousands being added every day, the search engines are crammed full of competitors all wanting the top slot. So the question is, how do you get yourself noticed in the search engines so customers can find you?
One of the first transitions is changing conventional mindsets about who your competition is. It’s not necessarily the guy down the road or in a neighbouring city as has been the case traditionally for bricks and mortar businesses. Online, It is the 10 organic positions as well as the Ads that appear on the 1st page of Google for any given search term.
As the old SEO industry joke goes. “Where’s the best place to hide a dead body… On the second page of Google”. LOL! There are only 10 organic spots on Google’s first page, and the higher you get the stiffer the competition is. So as a business owner, the first page is where your competition is online and where your website needs to be to compete.
So you may be asking, how do you get my website appear high up in the search engines? well the quick and easy answer is to use Black And White Boy to set up some PPC advertising campaigns to get immediate traffic to your site :). But on this page specifcally we are talking about organic traffic, this is the free traffic listings in the Search engines index, otherwise known as the SERPS or Search Engine Ranking Pages.
Comprehensive Technical Audit.
We carry out a comprehensive assessment of your website to determine why the site is not performing and what needs to be done to ensure it complies with what Google and the other search engines want. In order to do that you need to first understand what the search engines prime objective is. Their main purpose is to provide a great user experience, in this case it means to return the best, most relevant and authoritative content for any given search query.
For us to achieve the above in the most basic form, SEO can be broken down into two main areas, On-page, which covers everything that appears physically on the site, and Off-page which accounts for everything externally to the site but may still have an influence on its rankings.
On Page SEO
To give you an idea of how advanced the search engines have become, it is said that Google consider almost 200 individual ranking factors for just on-page aspect of SEO to determine the quality of any given site. Thus, the on-page assessment we provide is very extensive and thorough: Many important ranking factors can indeed by investigated quickly on the Internet, but the practical implementation requires an experienced eye and knowledge of HTML, PHP, CSS, and server programming, aswell as many other technical aspects.
on page website optimisation is a key factor for any successful website, As an Newcastle SEO expert, Black And White Boy cover all those requirements on two primary levels, the first being the structure and the code upon which a site is built, this is important so it can be crawled efficiently by the “robots” the search engines dispatch to crawl your site so it can assess the quality of the web site itself.
Secondly, and most importantly, we cater for the readers who will browse to your site. the key here is to fill the sites pages full of knowledge in the hope that visitors can find the information they are looking for when they browse, therefore the site needs to provide quality, authoritative content which provides accurate information with exceptional value. This information doesn’t have to be just in words, but can be also be in images, videos and sounds if appropriate.
Through our ongoing testing and up to date knowledge of the search engines the team at Black and white boy are experts in understanding what they are looking for and the quality signals they covet. Therefore we know the tweaks and amendments we need to make to your site which help it rank better and have a greater online presence and appear in all the main keywords for your target audience.
Our Assessment Is Very Indepth
We offer a comprehensive and professional on-page optimisation service where we analyse the key on page triggers and assess if they are good and bad for you site. this is a manual process we carry out for all sites and encompasses all on pages factors of a web site, including keyword usage, latent semantic indexing (LSI), keyword usage, density, internal linking, links out to other sites, as well as site and page structure, use of headers, tags, categories etc.
After detailed keyword research we focus our attention on your website in order to increase the relevance and index-ability of you online property, the process of which includes:
- Sufficient and relevant content availability and uniqueness?
- Keywords in sufficient quantity and in the correct places in the source code?
- Is your source code valid and semantically correct?
- Is the meta data properly implemented?
- Is the loading time within recommended guidelines, and can it be reduced further?
- Are there negative ranking factors? (Spam, Keyword stuffing, hidden text, cloaking, etc.)
- Is there any internal linking included on the site to ensure efficient flow through the site? Is the menu also user-friendly?
- Is the content updated regularly?
- Google Health Check: 404 handling, robots.txt, .htaccess, sitemaps, etc.
Off Page SEO
Off page SEO is related to all the elements of a website that are off site. This is primarily to do with link building and the links pointing to your site from other assets on the web and the networking of your site across the internet.
Off page audits are just as important as the on page SEO audits we carry out on sites as links pointing to your site are a crucial determining factor for your sites online success or failure, as the search engines often use these as “votes” against which your site can be evaluated for popularity and authority within your sector, industry or subject matter, therefore this is an important pillar of any search engine optimization audit.
When carrying out a websites audit, some of the off page factors we consider are:
- Number of backlinks pointing to your domain?
- The quality links do you have pointing at your site?
- Are the links have the optimal density of branded, naked url and keyword type links?
- Where are the Links coming from, are they good or bad sources?
- Are the links purchased or rented? If this is obvious or apparent?
- Are the links from related sites? are they contextual and relevant?
- How old are the links
- What type of link are they, follow, no-follow, images, directory etc?
- From which IPs are they linked from?
- Are social media links such as Twitter, Facebook etc. pointed to your site?
Our off page SEO audits are very important and can identify issues with your website which can explain some of the reasons why your site is having trouble ranking with the search engines, or at least whether it os fully optimised or not especially if your SEO has previously been handled by someone who doesn’t understand the complexities of Search engine optimisation.
We can help sculpt your link profile to ensure that it is fully relevant as all links are NOT created equally, the objective is to connect with relevant authoritative sites within your industry to help reflect your online presence and authority with in your industry too alongside or ahead of your competitors.
We do this through a manual process and painstakingly reaching out to the most authoritative properties within yours and associated industries, writing the best articles within your industry and publishing that content on your site which results in obtaining optimal inbound links from the right channels and in turn gives the search engines what they want which is high quality signals.
Furthermore, we can arrange for the necessary social accounts to be assigned to you and have them working in tandem with your site leveraging the power of services such as Facebook, twitter, YouTube and google my business.
All off page SEO work carried out is documented, and monitored on an ongoing basis to ensure the link profile is optimised.
You will Be Delighted With The Results
The practical implementation of our suggested improvements results in the increased visibility of your site on the internet. Depending on the sector and its competitiveness, it is not unusual that your site significantly increases in the search engines and ensures the ultimate competitive advantage over your competition.
As SEO experts we provide on going support to provide the necessary sustainability in your rankings going forward. As the search engines are a fluid entity and can change their algorithm daily,it is therefore imperative that as with any Search Engine Optimisation on your site is kept up to date and a dialogue between the two parties is maintained.