SEO comes in two parts, the on-site and the off-site. On-site SEO is the process of ensuring a site is SEO friendly, however on-site SEO alone is not enough to deliver strong search engine results in the most competitive markets. It needs to be complimented with off-site SEO or “content marketing”, the content marketing must relate to the client, encourage online assets and encourage customer engagement. Successful SEO demonstrates the authority of the website that the content is linked to and therefore search engines consider it relevant and helpful to prospective users and move it up in the search engine rankings.

SEO aims:

-          Increase SEO authority

-          Increase visibility

-          Increase organic web traffic

-          Reduce bounce rate

-          Increase session duration

-          Increase pages per session

-          Increase conversions


Current Performance

Analyse Google Analytics – look at the site current traffic, where is it coming from? Is it organic/referral/ paid/ direct/ social? What is the bounce rate for the site? Why is it so high/low? How many pages are people viewing? Which pages are most popular? Why are they most popular? How long are people spending on the site? What is working for the site and what is not?

SEO Visibility

You can calculate this by taking into account where each keyword ranks and the amount of times a month those terms are organically searched in Google. The visibility will then be calculated using an algorithm that takes into account both of these factors to give a rough estimate of how visible the site is. This then allows us to take an educated guess as to the positions and the movements of the words. For example:

 As we can see “stainless steel lanterns” key word positioning has improved by 8 key word positions and no holds position 20 on Google.

General Behaviour

How does the traffic flow through the site? How are users interacting? Which pages are they visiting and where are those pages then leading them to? At what point are they leaving the site? Are they reaching the contact/ basket page?

Website Authority

What is the domain authority score? How are the external backlinks, are they trustworthy links or not? Check the anchor texts, are they visible? Is there clickable text in the hyperlink? Do these need to be diversified between the URL, broad matches and exact matches to increase relevance of the links?


Begin research by doing a comprehensive keyword research report then a full site audit to ensure that all of the on-page bases are covered. How many searches have there been per month for relevant keywords? What is the average price-per-click for those keywords on Google Adwords? How much competition is there for the search terms? What is the current organic position for those search terms? Is the site fully optimised for the search term you are looking to rank for? Have you checked your meta data and content includes the words you want to rank for? Is there any coding errors?

Blog Content

What is your sites current Text/HTML ratio? Do you urgently need to increase the quality content on your site? If so a blog could be a great way to do it. Make sure your blog posts are relevant and include the targeted key words.


Infographics spark interest and are shareable for use across the web. When they have embedded code included it allows an automatic link from the original site to yours, you can gain great SEO. Infographics are far more likely to become viral compared to plain text information, this will mean an increase of links and a naturally higher Google ranking.


What has been the impact on the ranking positions? Compare month on month, year on year and a 3 month period to a previous year.

SEO is vitally important, websites are continuously vying for attention and search engine placement. For more information on how we could help your website improve in its SEO ranking click here to get in touch with us!

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