The SEO components that matter most for your website. We are dedicated to achieving long-lasting SEO results. The 4 pillars of search engine optimisation combine the four key elements required for SEO success. We follow tried and true techniques that consistently provide exceptional search results.
UX Ranking Factors
Think UX is imperative right now? Hold on until the Google page experience update comes out in May 2021. It doesn’t matter how good your backlinks are or how amazing your content is. UX is vital for effective SEO. If your website’s user experience is poor, users will leave your website and seek better Google search results.
Amongst the most crucial user experience metrics that we live by are the following:
- Average Time on Page
- Website Click-Through Rate (CTR)
- Returning vs. New Visitors
- Website Bounce Rate
- Average Pages Per Session
Google routinely crawls and reviews your website for fresh content to assure its users’ outstanding experience. Sites that produce relevant and valuable content to deliver a good onsite user experience are shown to rank above those that don’t in the search engine results pages.
As soon as you start with us, we conduct a complete SEO review that incorporates key UX metrics. After that, we review where the sites UX metrics can improve to establish a more positive onsite experience and better rankings.
Technical SEO Matters for SEO
As the best SEO company, Glasgow has to offer a dedicated technical SEO expert is on board for all of our SEO Campaigns. This means the technical SEO expert that operates on your site dedicates 100% of their time examining technical SEO best practices. We firmly believe that a dedicated technical SEO specialist should review your websites technical elements rather than have a non-technical SEO Consultant.
Below are some of the vital technical SEO elements that our expert consultant will review when we start working with a new website or client:
1. Robots.txt file
2. Mobile Usability
3. Website Metadata
4. Broken external links
5. Canonical links and structure
6. Website HTTPS status
7. Website Sitemap
8. Website Speed
9. Internal link structure
10. Site structure/architecture
The list above simplifies the process. The reality is, there are hundreds of technical SEO ingredients that can determine your search rankings on Google. SEO is a continuous technical process designed to unearth any technical constraints that may influence your website from positively performing in Google search results. Technical SEO isn’t a ‘one-time’ activity. It demands consistent analysis, optimisation, and revisions to guarantee your website follows the latest search engine protocols. We are the SEO Company Glasgow business trust for technical assistance and advanced technical SEO protocols.
Internal Linking Structure
Internal links are an understated detail of an effective search engine optimisation campaign. Many digital marketing professionals talk about the effectiveness of backlinks (which they should). That being said, a limited number truly appreciate the potential of internal links to improve rankings and website search visibility in Google.
Internal links denote to links connecting one webpage to another webpage inside a single website. Internal links are frequently employed for navigational purposes in the footer and header menus of a website. However, we can also use internal links in text to enhance the onsite experience and develop a number of key UX elements.
There are three critical benefits that internal linking provides for a website:
1. Website IA (Information architecture)
2. Website Indexation
3. Onsite Navigation
In 2021, internal linking is one of the most forgotten segments in producing an effective SEO strategy. At Safari Digital SEO Glasgow, we understand the authority of internal linking and implement it in every successful SEO campaign that we execute.
Vital for your SEO success now, and in the years to come, is on-page content. Thoroughly researched, strategic content is the basis of each successful SEO project developed by us in Glasgow. It is not enough to place content on the page and hope for the best. Content must be well-articulated, researched, and published for users to seamlessly navigate and understand.
Currently, the average page one Google result is 1,890 words in length. Does that mean you should be putting out loads of content and writing as often as you can? No! Your written content must be considered and aligned with what users are searching for. We always preach that it is more effective creating and publishing one excellent piece of content than 1,000 average ones.
If you want to rank well on Google, you need to keep your users coming back by providing a positive on-page experience. Remember, Google is a business just like you. In 2020, money from selling digital advertisements made up more than 90% of Google’s total income. Googles search results pages function to sell advertising and make Google money. However, the part that keeps users coming back is the search feature.
We do the work that other SEO agencies in Glasgow don’t, to ensure that on-page content is in-line with what users are looking for in Glasgow.
At Safari Digital Glasgow, we ensure that your content is seen as Expert, Authoritative, and Trustworthy (Google EAT) and exceeds user expectations.
Keyword planning is the most deciding factor in each SEO campaign. It is not enough to create new webpages, publish content, and expect the best in Google results. Placing targeted keywords in the correct spot on the page ensures that Google knows each web page’s content and its purpose. We spend hours on strategic keyword planning, and implementation is aligned with how users search for your services or goods online.
At Safari SEO Glasgow, we make the most of the best keyword research tools like SEMrush and SEO Moz to ensure we make informed choices for your website. When conducting keyword research, some of the most important metrics that we look at include:
• Keyword intent
• Keyword competition
• Search volume
• Keyword Value
With this information, we can plan out short, mid, and long term keyword goals for your SEO project. The keywords chosen by us for your SEO campaign to target are contingent on your market and your unique requirements. In the first two weeks of your SEO campaign, we’ll identify keywords to target and ensure that they align with your goals. The intention is to rank your website on page one of Google for valuable, relevant keywords that drive inquiries, sales and leads that will help you grow.
URL Structure & Permalinks
Website URL structure is often missed in SEO planning. Your users and search engines look to the URL structure to understand the hierarchy of pages and content. A pyramid style URL structure is an effective methodology used to transfer link juice between the most important pages on your website.
URL structure is not an element of your site you want to be chopping and changing. For your sites URL structure, we want to do it once and do it properly. More often than not, it is a matter of tweaking your existing system. However, sometimes, to ensure your site’s scalability, we will need to overhaul your website URL structure.
Some of the important elements that we consider when planning your URL structure include:
1. Website hierarchy
2. Scalability and future growth
In most circumstances, the larger the website, the more complicated planning URLs and permalink structure become.
Information Architecture or IA
Information Architecture (IA) is the craft of preparing and planning content that ensures search engine bots can seamlessly crawl and users can easily navigate around your site. Information architecture is critical when determining how Google bots crawl your website, significantly impacting indexing, crawling, and general search engine visibility.
Some of the essential IA elements to consider for maximum SEO visibility include:
• Improved website crawl ability
• Improved UX metrics
• Link equity distribution
• More pages visited per session
• Increased time on site
• Faster indexation rate
• Enhanced onsite navigation
Information architecture is not a separate component to be handled by a web development company. The best SEO company in Glasgow will help you design and develop the most effective IA for your SEO requirements.
Brand Mentions for SEO
In 2018, John Mueller of Google stated that when it comes to Google ranking, brand mentions work as a positive signal. Despite stating that brand mentions do not pass page rank, they are essential in building visibility and brand credibility through SEO. Brand mentions perform an essential role in securing credibility and confidence with users online. The Google Panda Patent pertains to the idea of ‘implied links’ as playing a ranking determinant in the years to come.
At Safari SEO Glasgow, we are always monitoring and measuring brand mentions through search engines. Just like the way we get backlinks for clients, we work hard to get brand mentions. While brand mentions do not hold the same ranking weight as backlinks at the moment, in the future, we firmly believe that brand mentions will impact how websites rank.
Website Meta Data
Within the HTML of the document, metadata presents information about the contents of the webpage. While the information is not visible on the page itself, crawl bots and search engines use metadata to crawl and rank web page content.
The metadata on your website is used by search engines to establish the relevancy of content. At Safari Glasgow, we pay attention to various important metadata details, including:
• Meta Description
• Geo Tags
• Meta Title
• Social Tags
• Language Tags
… and many more!
Content marketing, the fourth pillar of SEO, involves researching, writing, and publishing appropriate content directed to your target audience. At Safari SEO Glasgow, we hold content marketing in high regard. We have seen (time after time) the ability of content marketing to transform the brand presence and visibility of a website.
Posting and dispersing highly-researched content is an effective means of establishing yourself as an industry-leading business – not another follower. Content marketing also presents businesses with the chance to capture top of the funnel users, which is impossible through transactional style pages.
Research proves that if users trust your business, they are more likely to part their hard-earned money. Publishing, sharing and creating content improved your credibility among your target audience. Additionally, it also favourable for your Google search ranking and ensures regular crawling, ranking and re-ranking in the search engine results.
Links to your website (backlinks) are the most important off-site ranking factor in SEO. In 2021, external links or backlinks make up roughly 50% of how a website will perform in the search engine results pages. Building reliable backlinks to your website is critical to an effective off-site search strategy.
For search engines such as Google, external links function as an endorsement or trust signal between two websites. The number of authoritative, relevant backlinks steering to your website will influence where your website appears in the search engine results pages.
Not all backlinks are created equal. For example, backlinks from social media platforms or social media sites do not hold the same weighting website links do. Link building is about more than just ticking a box.
Spammy, low-quality links-building (known as black hat SEO link building) can have a damaging effect on the appearance of your website in the search engine results pages. Some of the key metrics that we look at when building backlinks include:
• The authoritativeness of the referring site
• Age of the referring link
• The number of backlinks pointing to your site
• The link text (anchor text) used for the links
• Content of the link within the article
• The traffic numbers of the referring site
Black hat, low quality, spammy links can have a damaging impact on your SEO results. It is necessary to consider that not all backlinks are going to provide value.
Local Citations (NAP Links)
Search engines like Bing and Google use NAP links to establish the legitimacy of businesses. Local Citations or Name and Phone Number links (NAP Links) are a highly effective method to reinforce your local search engine appearance and establish credibility.
While it is fair to say that local citations’ impact has diminished over the years, they still play an influential role in local SEO. We employ a trusted network of NAP directory websites to create local business citations for our customers, as not all business directories contribute value.
Google My Business (GMB) Profile
Google My Business provides an invaluable resource for updating business hours, news, and customer reviews. Google My Business (GMB) is the most extensive crowdsourced business directory on the web – second to none. Google My Business picks up from where sites directory sites like the white pages and TripAdvisor left off. As of 2021, GMB is the most widely used platform for business information and reviews.
Google My Business includes the following advantages:
• Post updates to critical business information
• Improved communication with customers
• Instant updates and audience reach
• Answer customer FAQs
• Enhanced local visibility (Local SEO)
The course of events in 2020 highlighted the value of Google My Business. GMB presented a platform for businesses to provide timely business updates to customers as their business hours and activity changed.