Improving the ranking position of your website on search engines is one of the most important tasks you can undertake if you want to drive more traffic to your website.
“To appear on page one of Google for searches related to your products or services, you need to understand how Google’s page ranking works and how to optimise your web pages to be found in searches."
At the last check, Google had the largest share of the search engine market at 70.37% with the next search engine (Bing) at just 13.09% (source:

There are a variety of providers offering SEO analysis platforms. Marketing agencies rely on these tools to optimise clients’ web pages and monitor progress.
All of these platforms work on a subscription fee to access the software and allow multiple websites to be managed. This makes it expensive if you are only managing your own website.
Some of the tools available include:

1. Audit report

This is the first stage that generates a website audit report and provides information about your web pages.

The tool will analyse your pages and identify any broken links, duplicate content, meta descriptions missing and other actionable items that will need to be fixed to help improve your page rankings.



2. Keyword research and report

The keyword research tool will generate a report showing the current page ranking on Google for your keywords and how many searches have been made on those keywords in the past month.

The tool can also find new and more effective keywords that can be used on your web pages.

You may think you know the keywords your customers are using to find your services; however, you know your products and services inside out and may not be considering keywords or longer search terms (long tail keywords) your customers might use.

The research will identify keywords that are most profitable and identify new keywords you may not have thought of.


3. Keyword spy tool

Find out which keywords your main competitors are using on their web pages and whether they are running Google Ads. This will provide a useful insight into your rival’s keyword strategy.

4. Web page optimisation

Improve your web page rankings by including the most profitable keywords on your web pages. Obtaining a page one ranking for one of your web page keywords can dramatically increase traffic to your website and increase sales.

The tool provides a step by step guide on what to do to improve every page of your website.

5. Quality link Building

Obtaining inbound links (backlinks) to your site from other websites and social media will improve Google rankings.
Only quality, relevant links will be beneficial and the software platform has a variety of tools to provide suggestions on where to find the best inbound and outbound links.

6. Result checking and reports

To measure the improvements of the work that has been carried out during the previous months, the platform generates reports for keyword rankings which can be monitored monthly to review progress.
This is like a league table for keywords which monitors the effect of the work being done on your web pages month by month.

Getting started

Once we have carried out an audit report on your website, the next step is to research the most profitable and effective keywords that will drive traffic to your web pages.

Seed words can be entered into the keyword tool to help find other relevant keywords and the number of searches being carried out per month.

Once your most profitable keywords have been established for each topic, product or service, we can then insert these into your existing web pages and use them to write new content.

By using the web page optimisation tool, we can monitor the changes made to ensure we are not over stuffing the keywords onto the page and we are maintaining the optimum keyword to content ratio.

The tool gives a value score that monitors your keywords and other improvements being made to the page.

Adding new content

Adding valuable, relevant content consistently ( to your website still remains the single most important activity that will improve your page rankings on Google and engage your customers.

Adding new pages to your website or writing articles for a blog, case studies or white papers are all ways of adding new content to your website.

New content is useful to search engines and your customers. Because you are writing about your business and related subjects, you will naturally include keywords that customers will be using to find your services and help search engines rank your web pages.

Keyword research before you start writing will make sure you include your most profitable keywords in the content of your article to be found and ranked by Google.

Keyword copywriting is all about writing great copy and learning how to include your most relevant keywords in the article to maximise the SEO value.
“Writing good content is not shouting about how great you are but informing customers how you can help them.”

Continuous improvement and monitoring

By using the SEO tools in the software, continuous improvements can be made to optimise your pages and written content. Analysing and measuring results all help to guide future improvements that will be needed to continually move your website up the page rankings.

Sharing your content

Of course, once you have all of this quality content, you can develop a content marketing strategy and look at other areas where you can share your content and connect with your customers.

Request your free website audit by emailing me direct with the subject “Free website audit”.
Woman-looking-at-a-website-on-computerYou may think that Search Engine Optimisation (SEO) is all about search engines finding your website when a user searches in their browser. However, by optimising your website for search engines you will also be improving user experience and information for your website visitors at the same time.

Google is constantly striving to mimic human behaviour and is continuously refining its search algorithms to provide the best search experience; therefore, providing quality information to your readers is also going to help improve your search rankings.

Other important factors that Google and your customers will appreciate include faster page loading times, quality content and relevant images.

Technically, your website needs to be perfect, meeting industry standards such as w3c, have no errors and include a site map.

Let’s look at each of these and how to improve them for users and Google.

1.Page loading speed
Videos and images are the worst culprits for slowing a page down. How many times have you landed on a webpage and been frustrated while you wait for the page to load? This is even more noticeable when using a smartphone.

Images should be good quality and high resolution; however, image sizes should be reduced and compressed so they load quickly on the page.

2.Copywriting for SEO
Writing good quality content means keeping copywriting simple, easy to read, interesting and relevant to your readers.

Google ranks copy that is easy to understand and flows naturally. If your readers have to re-read a sentence to understand what it means, Google will have the same problem and rank you down for it.

Write for your readers first, then optimise your article for all the relevant keywords and include the most important one in the title. Breaking your content into sub headings and adding more keywords throughout your article will help Google understand what the article is about and help readers searching for specific content.

3.Quality optimised images
Providing images to back up your copy helps to break up long content, explains complicated subjects using infographics and provides additional information to Google.

Naming your image is important and titles, filenames and captions should be relevant to the copy that goes next to the image. Include alt text to describe your image; alt text is used by non-sighted users with browser interpreters and search engines to help understand what your image is about.

4.Technical optimisation
We have mentioned site speed and it is worth mentioning again because it is one of the most important ranking markers used by Google, especially as more and more users access the web on their mobile phones.

Constant checking for broken links, optimising pages for ranking keywords and making sure errors are fixed will help to keep your pages ranking on Google search.

Continuous improvement of your content and making sure all your information is kept up to date will tell your visitors and Google that your site contains the latest information and is constantly evolving.

Adding information with blog articles is an ideal way to continuously add new content to your site and inform users about your products and services.

Organising your articles into subjects and including the keywords you want to be found for will improve your rankings for that set of keywords.

If you want to increase the number of visitors to your website and find out which keywords your customers are using to find you, call 01584 890725 and ask for Mark to arrange a free audit of your website.

Mark Langston
Website design has changed significantly over the years and is constantly evolving as our use of the web via different devices increases.

Web-design-and-user-interfaceA web designer will consider a number of factors that will determine the navigation, layout and placement of content on a website to get the desired action from the user.

You may have noticed that modern web designs generally follow a similar theme these days. There is a good reason for this. From studies on user interface and the use of eye tracking software, we now understand what attracts a viewer’s eyes and where they tend to look first. We can then make sure the important information such as menu and calls to action are placed within these areas.

There are other factors to consider, such as how search engines will rank your web pages from the content and keywords on the page. The headings and where they are placed will influence which keywords search engines will prioritise and rank your page for.

These are the stages a designer will go through when developing your new website:

  • Competitors.
  • Keywords (software is available to help with this).
  • What makes your business unique in your market?
  • Visitor analysis if you have an existing website (use Google Analytics, if installed).
Site map, navigation and wireframe
  • What do you want to communicate?
  • Plan the navigation and pages needed.
  • Consider content for each page, text and images.
  • It is more efficient to design around your content than fit your content into a design.
  • Create a wireframe for your website.
Copywriting and keywords
  • Identify best performing keywords.
  • Include keywords in your headers and your content.
  • Break down information into bite sized chunks with sub headings.
  • Write a new page for each subject and set of keywords.
  • Select suitable images to complement and break up large areas of text.
Engage and convert
  • What are your main messages?
  • What do you do, how do you do it?
  • Required call to action: sign up, telephone call, gather information or email?
  • Testimonials, reviews or case studies to back up your content.
Search Engine Optimisation
  • Build your site to the latest web standards.
  • Develop the site to ensure search engines can crawl all of your pages.
  • Check for errors and site issues before going live.
  • Continuous research and improvements to pages and content.
  • Measure and monitor keywords and site rankings.
Your input is valuable at every stage to of the design process. Whether you decide to write the content yourself and supply images or hire a copywriter and photographer, you should always have the final approval on how your business is presented on the World Wide Web.

Mark Langston
Successful content marketing relies on developing a strategy that is tailored to your own individual business requirements. The strategy you adopt will depend on the most effective media that reaches your customer base.

Content marketing covers a wide range of media, from writing articles for your blog, email newsletters and posting to social media. Other methods include:
  • Case studies and white papers
  • Webinars and videos
  • Press articles
  • Printed materials
Your content marketing strategy needs to be planned to achieve specific measurable goals. For example, one of our clients provides commercial insurance to businesses and their aim is to use content marketing to build brand awareness, establish themselves as experts in their field, improve customer retention, and generate leads.

Their strategy includes producing regular articles covering detailed information about insurance services that businesses may need to protect themselves from financial risk.

Well written, informative articles with unique content posted on their website and shared on social media, together with a regular newsletter to clients, provides a number of benefits for them:
  • Informs existing clients of other insurance products available
  • Communicates their industry knowledge and expertise
  • Earns customer trust
  • Creates content for social media sites and newsletter
  • Provides effective Search Engine Optimisation to improve their website rankings

Effective Search Engine Optimisation (SEO)
One of the key benefits of adding content to your website via a blog is SEO. Search engines such as Google regularly update the way they rank websites and deliver search results. Consistently, the most important factor that affects a website’s ranking is the visible content on the site.

Regularly adding relevant content to your website, either by adding pages or writing blog articles, enables the search engines to rank your site against your competitors.

What makes content relevant?
Content is more relevant if the subject you are writing about is being searched for by your customers. For example, if you write an article on “videotapes” you will attract fewer searches than for “Blu Ray DVDs” because videotapes are now obsolete. Therefore, before you start your article, you will need to do some keyword research to ensure you are writing for your target audience.

I find it useful to have a list of relevant keywords at the top of my page when writing an article to make sure the most searched for keywords are included in the article. I use SEO software to help with this research. This applies to any content added to your website.

If you need help with keywords or writing articles for your website, give me a call.

Mark Langston
Answer - when the Penguin in question is the algorithm introduced in April 2012 and used by Google to assess a website’s page ranking measured against standards of website user experience and content.

The Penguin update was introduced to penalise websites that used manipulative techniques to improve their rankings.
These techniques include dubious link building – these are links from websites to your website that have no relevance to your site whatsoever.  Only links from sites that are well ranked themselves and have relevance to your products or services are going to be acceptable.

Another technique is adding content that is not useful or even visible to the user of the website, some examples being:
  • Keyword stuffing – adding keywords multiple times to a page
  • Hidden text – adding text the same colour as the background
Keeping up-to-date with these changes is vital, not only to comply with Google and other search engine requirements but also to deliver a website that is going to be relevant and useful to the user, which after all is exactly what search engines are trying to achieve.

Content is king and providing relevant, well written content for your visitor is not only going to help them find what they are looking for on your website, but also gives your site the best chance of moving up the page rankings.

For more information about Search Engine Optimisation visit our Search Engine Optimisation page.

Mark Langston

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