UX Ranking Factors
If you think that UX is important at the moment, wait until the Google page experience algorithm update comes out in May. User experience is crucial for effective SEO. It does not matter how exceptional your content is or how great your backlinks are. If your site user experience is not up to scratch, users will bounce away from your website and seek better a more appropriate site in Google.
Some of the most important UX metrics that we abide by are the following:
• Website CTR – click through rate
• Pages per session
• Bounce rate
• Average time on the site
• New Visitors vs. Returning
Google frequently crawls and analyses your site for fresh content to guarantee its users’ the best possible browsing experience. Sites that produce valuable content and deliver a positive onsite UX are proven to rank higher in the organic search engine results of Google and Bing.
At the beginning of each SEO campaign, we will conduct a complete SEO analysis that includes key UX metrics. We can review where the site can enhance UX metrics for a better onsite experience and better rankings.
Technical SEO Review
As the best SEO Agency Leeds has to offer, we have a dedicated technical SEO specialist who takes care of all of a website’s technical SEO elements. Our technical SEO specialist spends 100% of their time investigating Technical SEO best practices and making the appropriate changes. Rather than have a non-technical Leeds SEO Consultant looking at your website’s technical SEO, we believe that a dedicated technical SEO specialist should perform this job. Technical SEO is a specialised skillset that requires a specialised understanding of SEO. We believe that SEO agencies in leeds that attempt to carry this out with a non-technical SEO consultant on the team are cutting corners.
Here are a few of the most important technical SEO enhancements that our technical SEO consultant will review at the beginning of your SEO campaign:
1. Robots.txt file
3. Mobile Usability Testing
4. Speed Testing
5. Metadata review
6. Internal linking
7. Broken external links
8. Site architecture
9. Canonical links
10. SSL certification
The truth is, there are hundreds of small, technical SEO factors that really add up and can impact your Google search rankings. Technical SEO is an ongoing process that requires ongoing attention. It requires constant analysis, optimisation, and improvements to ensure your website follows the latest SEO protocols.
Internal Link Structure
Internal linking is a criminally overlooked aspect of an effective search engine optimisation campaign. Too many digital marketing professionals in Leeds talk about the efficacy of backlinks while neglecting internal links’ role.
As the name suggests, internal linking refers to links going from one web page to another web page within the same website. Most commonly used in the header and footer of a website for navigational purposes, internal links can also be used in text to improve the onsite experience and improve a number of important user experience metrics.
Here are three important benefits that come from internal linking
1. Improved website information architecture
2. Enhanced Onsite Navigation
3. Improved Website Indexation Rates
In 2021, we believe that internal links are amongst the most overlooked elements in an effective SEO strategy. At Safari Digital SEO Leeds, we understand in the power of internal links as a strategy and use it in every successful SEO campaign that we undertake.
Your onsite content is crucial for your SEO success in 2021. Thoroughly researched, targeted content is an indispensable element of a successful SEO campaign. Your website content must be well researched, written, and presented in a way that allows users to navigate easily.
The latest data indicates that the average page one Google result is 1,890 words in length. That being said, the amount of content that should be written will depend entirely on your website and the industry that you operate in. We are quick to lament that one well-researched piece of content is better for your SEO than 10 short, poorly researched articles.
Performing well in Google search means delivering an on-site user experience that keeps users coming back. Remember this; Google is a business. As such, Google relies on websites providing a positive experience for users to continue to return to their search engine. The function of the Google organic results is to support the digital advertising offered in the SERPs.
We do the work that other SEO agencies in Leeds do not do. We go the extra mile to ensure that the on-page content is in-line with what users are looking for. We also ensure that your content demonstrates Expert, Authoritative, and Trustworthy (Google EAT) and surpasses the user expectations.
Keyword planning and density is the most important SEO element in a successful SEO campaign. In 2021, it is not enough to simply put keywords on the page in any order – they must be purposeful and contextual. Placing the right keywords in the right spot on the page ensures that Google the context and purpose of your webs page. We spend copious amounts of time planning and executing the right keyword strategy to ensure we attract the right visitors to your website
At Safari SEO Leeds, we utilise industry-leading keyword research tools such as Moz, Ahrefs and SEMrush to guarantee we are making educated choices for your website. Some of the most valuable metrics that we take into consideration when planning the right keywords include:
• Intent of the keyword
• Competition of the keyword
• Keyword Search volume
• Keyword Value in PPC or SEM
Using this data, we can plan the short, medium, and long-term keyword goals for your SEO project. The keywords that we select for your SEO campaign reflect your target market and your unique requirements. In the first fortnight of your SEO campaign, we will establish which keywords we will target and ensure that they align with your unique business goals. The goal is to put your website on the front page of Google for highly-relevant keywords that drive relevant traffic, leads, sales, and enquiries.
The URL structure of a website is a widely overlooked factor in SEO planning. Website visitors and search engines such as Google will look to your URL structure to understand your website’s hierarchy of content and pages. A pyramid fashion URL structure is an effective way to provide link juice between the most relevant pages on your website.
Unlike your website content, URL structure is not something that you want to be regularly changing. When it comes to your site’s URL structure, you want to do it once and do it properly. In many cases, it is simply a matter of tweaking your existing structure. In some cases, we will need to overhaul your website URL structure to ensure functionality and scalability.
Some of the things that you should consider when planning URL structure include:
1. Website hierarchy
3. Keyword usage
Generally speaking, the larger the website, the more complex the process will be.
Information Architecture relates to the process of organising content so that search bots from Google and Bing can seamlessly crawl your website. IA plays an essential role in how Google bots crawl your website and impacts index rates, crawl rates, and general search engine visibility.
Some essential elements of IA include:
• Improved website crawl rate
• Link juice distribution
• Improved user experience
• Improved onsite navigation
• More time on site
• Increased pages per session
• Faster indexing
IA is not a separate activity to be carried out by a web development company. The best SEO Agency in Leeds will help you plan and implement the most effective Information Architecture for your SEO.
The fourth pillar of the SEO ‘ranking pie’, content marketing, includes investigating, writing, and publishing content relevant to your target audience. At Safari SEO Leeds, we place content marketing on a pedal stool. Time and time again, we have seen how content marketing can change the visibility and organic traffic of a website.
Writing and publishing well-researched content is an effective way to establish your company as an industry leader – not another industry follower. Content marketing provides companies with the chance to capture the funnel users’ top in a way that is not achievable through transactional style landing pages.
Testing and extensive research prove that users are far more likely to spend money with companies they can trust. Writing and sharing with your target audience content builds trust. Moreover, it also places you in the good books with search engines and guarantees regular crawling from search bots.
Metadata presents important information about the contents of the webpage in the HTML of the page. Search engines such as Google and Bing use website metadata to verify the relevancy of content. At Safari Leeds, we concentrate on several key metadata components, including:
• Language Tags
• Geo Tags
• Social Tags
… to name a few of the most important!
Brand Mentions for SEO
Back in 2018, Google engineers affirmed that brand mentions provide a definite signal for Google rankings. Despite admitting that brand mentions will not pass page rank, they play an indispensable role in establishing brand trustworthiness and visibility through search engine optimisation signals. Brand mentions play an indispensable role in building credibility and trust with online users. Google’s Panda patent related to the idea of ‘implied links’ signifies a ranking signal for years to come.
At Safari SEO Leeds, we monitor for brand mentions through search engine notifications. When we see brand mentions, we push to get those mentions turned into links for your website. While it may be true that brand mentions do not currently hold the same weight in SEO as backlinks, we strongly believe that brand mentions will affect how websites perform in the future.
As of 2021, backlinks account for half of how a website will appear in Google. Backlinks (when another site links to youe website) are the most powerful off-site ranking factor in SEO. Building trustworthy links to your website is an essential element in an effective off-site SEO strategy.
For search engines like Google, external links provide a trust signal or a sign of trust between two websites. The number of relevant, reliable backlinks pointing to your site will influence your website rankings in search engine results pages.
Not all backlinks are created equally. For example, links from social media websites like Facebook or Twitter do not hold the same weights as website links do.
Poor quality, spam links-building (referred to as black hat SEO link building) can hurt how your website appears in the SERPs. Some of the metrics that we consider when building links include:
• The authoritativeness of the site
• Traffic of referring site
• Anchor text
• Age of the referring link
• Link relevance
Not all backlinks will provide value. Link building is about creating value, not blindly building as many links as possible. Black hat SEO link building can have a detrimental impact on your SEO efforts.
Local Citations (NAP Links)
NAP Links or Local Citations are also a highly effective way to build reliability and strengthen your local SEO presence. Search engines use local citation links to verify the legitimacy of your company.
Not all company directories are worth being listed on. We use a trusted network of sites to generate local business citations for our Leeds clients. While it is fair to say that NAP links have declined over the years, they nevertheless play an important role in local SEO.
Google My Business
Google My Business is the largest crowdsourced directory in 2021. The Google platform picks up from where sites directory sites such as Yelp and Trip Advisor left off. In 2021, Google My Business is the most broadly used platform for leaving reviews and gathering business information. GMB presents a valuable source for displaying trading hours, news, and reviews.
Some of the reasons you should have a GMB profile include:
• Improved local search visibility (Local SEO)
• Increased communication with prospective customers
• Instantly update important business information
• Address FAQs
• Post regular updates
The global pandemic of 2020 highlighted the value of the GMB platform for businesses. When business hours changed and business activity was constantly changing, Google My Business provided a platform for companies to provide timely updates to customers.