Search Engine Optimisation (SEO)

SEO for a 2021 Environment

Search engine optimisation is an art, there are a lot of moving cogs and the goal posts are constantly being moved by the paid ad motivated search engines. We’ve been immersed in Digital Marketing since 2010 when we were talking about how one day soon, digital ad spend will overtake traditional advertising and OOH ads. 

It’s never been more important to create traffic paths to your business from online channels. We’re right on the cusp of the latest technologies and we’re happy to assist you in optimising your existing site for maximum exposure.

In order to rank for the keywords and search queries you’re targeting, it’s fundamentally important to ensure the basic technical elements are covered. We won’t go through them all now, but do get in touch and we’ll be happy to talk you through it. 

To give you an example, any deprecated language should be removed from your codebase, a clear site structure where the hierarchy of pages and content makes logical sense. Is your sitemap dynamically generated and is it formatted in way that search engine crawlers can understand?

We go through everything to ensure the foundations for growth are in place. If these basic elements are not resolved, they will impact your ability to rank as search engines will either not understand the content, or believe users will have a poor experience when they arrive at your site.

Most of the searches that happen online are long and obscure questions. People don’t search for ‘car parts’ when they need a new wiper blade for their 1995 Ford Mondeo. They search for “wiper blades for 1995 ford mondeo”. This is an important thing to consider as it shows the value of creating evergreen, unique and targeted content. Our expert team of writers and SEOs can help you deliver on this. It’s also worth noting that search engines love regularly updated websites, so this is even more of a reason to keep content fresh.

The forward-thinking firms among you may have already considered this, most probably have not. The rise in the use of voice-activated search is growing, regardless of your opinion on the tech, it’s here to stay and it will soon become something search engines look for as a ranking factor (our opinion). There are a number of technical changes we can make to the back end of your website and pages to ensure that Alexa, Google and Siri can all interpret the data on your website.

Without getting too technical and boring, the languages used to write the code base for websites has evolved over time. The way search engines interpret the code base has also evolved, websites that were developed in the 2000’s would have used tags for styling i.e. to manipulate the size of text. Search engines have become smarter (where traditionally they would have taken your declared keywords and ranked accordingly), now they actively look to understand the content on the page and make a decision about how relevant the content is, taking into account how unique it is, traffic, links etc. 

Your website should use the correct markup language for each particular section, as it makes a big difference to how a search engine can read and interpret the content. Schema data can help with, this is where we wrap useful content in specific tags that tell the search engines this particular bit of information is a ‘service title’ and this is a ‘price’. 

If you’d like an assessment of your current site to see if there are any opportunities to improve rankings, get in touch with our expert team today.

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