Search Engine Optimisation (SEO) is a common term with business owners nowadays, most will be aware that it’s a process of improving the reach of your website so it will be seen by more of your targeted audience in the organic rankings of the search engines such as Google.
As a Search Engine Optimisation (SEO) agency, Black And White Boy speak to a lot of businesses across Newcastle Upon Tyne and further afield both nationally and internationally.
But there are a lot of myths built up around how to do SEO effectively, and a lot of it is based on old practices used years ago by those who were trying to hack the algorithm.
Many business owners think they only need to put a website live on the internet, then just sit back, relax, and wait for a flood of traffic from buyers with credit cards in hand eager to purchase, sadly you couldn’t be further from the truth.
SEO is not a set and forget type of deal. 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, the truth is, with billions of websites online already and hundreds of thousands being added every day, the search engines are crammed full of competitors just like you, plotting their way the top slot.
So the question is, how do you get yourself noticed in the search engines so customers can find you at the top of the search results?
As a business owner, one of the first things you need to do is to change your conventional mindset about who your competition is. It’s no longer the guy down the road or in a neighbouring city as has been the case for bricks and mortar businesses. Online, It is the 10 organic positions as well as the map listings and 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, plus the maps listings if it is a geo-location-based search query, and the higher you get the stiffer the competition is. So to have “skin in the game”, 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 to 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 specifically, 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.
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 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 performance.
To give you an idea of how advanced the search engines have become, it is said that Google considers more than 200 individual ranking factors to determine the quality of any given site. Thus, the on-site 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 how search engines work, web-based protocols and server programming languages, as well as many other technical aspects.
on page website optimisation is a key factor for any successful website, As a Newcastle SEO agency, 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 website itself.
Secondly, and most importantly, we cater to the readers who will browse to your site. the key here is to fill the site’s pages full of knowledge and value so visitors can find the information they are looking for and answer the question they have 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 also be in the form of “rich media” which includes images, videos and audio too.
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 the search engines 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.
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:
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.
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 is 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 within 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.
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 ongoing 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.