E-Marketing and SEO

Check your website for SEO issues for free
Check your website for SEO issues for free

Our expertise in SEO, social, content and online marketing

We have a proven track record of achieving top 10 positions for a number of clients, for both local and more competitive generic phrases.
The 4 members of the SEO and Social department consist of Journalists and graduates in English and marketing. Their main skill is creating unique optimised content that is relevant to your business and your customers.
We use the data from PPC to improve your SEO strategy; this ensures that the project is focussed on the phrases that convert.
We use some effective techniques to increase the authority of the websites; this includes blogger/influencer outreach, social marketing influence and use of other ethical link earning techniques.
We do not use any “black hat” techniques or take short cuts by buying links.
The SEO and social team also carryout email and affiliate marketing projects for a number of clients.

Link earning/content marketing process

LinkStructure

What is a Search Engine?

Search engines are the primary tools of Internet users for finding products, services and information over the web. Search engines allow people to search the entire Web (or at least those pages of the Internet that are in the search engine’s database.)

How Does a Search Engine Index Web Pages?

There are four parts to an engine that you need to know about for optimization purposes:

  • The spider is a program that goes out across the internet, looks for and gathers up web pages.
  • The database is where the spider will store the pages that it finds.
  • The search engine website, e.g. google.com, is where searchers go to pull up information from the database.
  • The algorithms are programs that determine which sites will come up when searchers type in a query at the search engine website.

There are two ways that your site can get into the database:

  • The spider will automatically find your site from a link on someone else’s site which is the path we recommend if you can get 1 or more quality inbound link(s).
  • You submit your URL so that the spider will come out and find it.

What Happens When I Submit my URL to a Search Engine?

First, the search engine’s spider visits your URL immediately and schedules your page for inclusion in the search engine’s database.
Second, usually within a few weeks, the spider comes along and places your page(s) into its database. There is no telling how many pages deep the spider will crawl or how many pages it will place in the database. Usually, on the first time around, it will be only a few pages -possibly only the home page.
Third, the spider revisits your page(s) to grab any changes you’ve made. (The old term for this was “automatic update.”) Once a page is in the database, the spider usually revisits every few weeks. The spider will also begin to crawl your site more deeply and place more and more of your pages into the database.

Fourth, when people use a search engine, they type keywords into a search box on the search engine’s website. They are submitting a query. The search engine, depending on algorithms, will pull up all of the sites relevant to that query.

What is the Difference between a Search Engine and a Directory?

A search engine is a machine – or a robot. A human may program algorithms for a search engine, but humans have nothing to do with your site when the spider is visiting your site or when the engine is ranking your pages. Google.com is an example of a search engine.

For the most part, humans compile directories. Dmoz.org (Open Directory Project) is an example of a directory. When you submit your site to Dmoz, a human will review your site for consideration in the Dmoz directory of web sites.

A search engine has a very large database because it will store several pages of every web site it indexes. A directory will only store a link to the home page of each site and a description.

Search engines will take the description either from some of the sentences on the web page or from the description meta tag. A directory will take the description from your submission information.
Each major search engine is usually associated with a directory. For instance, when you go to Google and you type in a search, you are getting results from all the web sites stored in Google’s database. It is believed that Google’s algorithms are also programmed to place emphasis on sites that are also listed in the Dmoz directory. However many top SEO’s argue this holds less weight today.
It is a good idea to get listed in as many directories as possible. This simple piece of software can save you a lot of time and effort: Directory Inclusion.

What is Stemming?

Some engines use stemming technology. This means that sometimes a search engine will not only search for the words people type in, but also for words that are similar. For instance, if you type in “educational wooden toys,” the engine might also look for “educational wood toy.” The engine may do this if it cannot find good results for the terms that were queried.

Variables That Affect Ranks

This list includes most of the variables currently and previously known to affect search engine ranks.
You should understand that some of these variables are more important than others.
Variables that affect ranks in a positive way (these factors probably will not change over time, these are some of the most important variables):

  • Keywords in your copy.
  • Link popularity.
  • Keywords in the title tag.
  • Listings in directories.

Variables that affect ranks in a negative way (these factors probably will not change over time):

  • Spamming by using the same word or phrase several times in your title, meta tags, or text.
  • Spamming by putting words or phrases into your meta tags or title that have nothing to do with the actual content people see on your web page.
  • Using text the same color as the background.
  • Using tiny text (font size “-1” or smaller) as a way to cram keywords into a page.
  • Linking out to sites that have nothing to do with the focus or niche of your site.
  • Linking out to link farms or free-for-all (FFA) link pages. (Sites that contain pages just for the purpose of exchanging links with other sites without concern for content. Generally link farms or FFA link pages have thousands of links and the links are added by means of a program not a human.)
  • Links coming in from link farms or FFA link pages.

Variables that have been thought to affect ranks positively in the past (these factors may change over time depending on the way the algorithm is programmed):

  • Keywords in the domain name
  • Bolding keywords, e.g. software development
  • Using keywords in heading tags, e.g.

    Software Development in London

  • Keywords closest to the top of the page.
  • Keywords in the meta description tag.
  • Keywords in the meta keywords tag.
  • Keywords in the names of linked pages and in the linked words, e.g. link to software development.
  • Keywords in alt tags.
  • Keywords as names of images, e.g. <img src=”software-development.gif alt=”software development outsourcing company”>.
  • Getting listings in Pay-Per-Click search engines like Google Adwords or Overture.

After a user searches on a set of keywords on Google they are presented with a page of search results composed of sponsored listings and in the main section of the page, the organic listings. Organic search engine optimization (SEO) is about increasing the number of visitors that your site gets from a search engine. This is achieved by getting more documents indexed on the search engine and by attaining a higher position in the organic results. The problem for many marketers and traditional advertising agencies lies in the technical nature of search engines and the difficulty in understanding the underlying algorithms that produce the rankings for particular keyword searches.

The most popular search engine is Google which accounts for the greatest number of search requests.
This is not to say that other search engines are not important or that they use the same algorithm but that Google’s success has ensured that many search engines are moving in the same direction and since Google has filed their search patent we do not have to rely on the typical conjecture in this field.

Importantly, Google ensures that there is a level of feedback from users through the Google toolbar that enables Google to refine their search results over time. Also, a significant part of Google’s algorithm is to protect its search engine against search SPAM which is the use of techniques to improve a site’s rankings normally through the artificial creation of links, so we have outlined the main
areas to watch out for.

We suggest an approach that focuses on continuous improvement in a structured way rather than anything that the search engines could interpret as trying to manipulate the results. We believe that the best way to reach the top spots is to align with the search engines’ goal which is to deliver the best and most relevant results for their users, we call it ‘alignment’ strategy. This will ensure that you consistently rank highest among your competitors and do not get black-listed. In the following chapters, we are going to clarify the elements that are analyzed by Google. Using this information it starts to become clear what is needed for organic search engine success.

Search Engine Optimization or SEO is simply the act of manipulating the pages of your website to be easily accessible by search engine spiders so they can be easily spidered and indexed. A spider is a robot that search engines use to check millions of web pages very quickly and sort them by relevance. A page is indexed when it is spidered and deemed appropriate content to be placed in the search engines results for people to click on.

It is worth cataloging the basic principles to be enforced to increase website traffic and search engine rankings.

  • Create a site with valuable content, products or services.
  • Place primary and secondary keywords within the first 25 words in your page content and spread them evenly throughout the document.
  • Research and use the right keywords/phrases to attract your target customers.
  • Use your keywords in the right fields and references within your web page. Like Title, META tags, Headers, etc.
  • Keep your site design simple so that your customers can navigate easily between web pages, find what they want and buy products and services.
  • Submit your web pages i.e. every web page and not just the home page, to the most popular search engines and directory services. Hire someone to do so, if required. Be sure this is a manual submission. Do not engage an automated submission service.
  • Keep track of changes in search engine algorithms and processes and accordingly modify your web pages so your search engine ranking remains high. Use online tools and utilities to keep track of how your website is doing.
  • Monitor your competitors and the top ranked websites to see what they are doing right in the way of design, navigation, content, keywords, etc.
  • Use reports and logs from your web hosting company to see where your traffic is coming from. Analyze your visitor location and their incoming sources whether search engines or links from other sites and the keywords they used to find you.
  • Make your customer visit easy and give them plenty of ways to remember you in the form of newsletters, free reports, reduction coupons etc.
  • Demonstrate your industry and product or service expertise by writing and submitting articles for your website or for article banks so you are perceived as an expert in your field.
  • When selling products online, use simple payment and shipment methods to make your customer’s experience fast and easy.
  • When not sure, hire professionals. Though it may seem costly, but it is a lot less expensive than spending your money on a website which no one visits.
  • Don’t look at your website as a static brochure. Treat it as a dynamic, ever-changing sales tool and location, just like your real store to which your customers with the same seriousness.

Download Advanced SEO Techniques PDF (Requires Acrobat Reader)