The SEO elements that contribute most to your website. We are passionate about achieving long term SEO results. We follow tried and true techniques that consistently give extraordinary search results. The 4 pillars of search engine optimisation connect the four key elements needed for SEO success.
Technical SEO Matters for SEO
As the best SEO Agency Liverpool has on offer, a full-time specialist SEO expert operates on all of our SEO Campaigns. This means the technical SEO expert that goes through your site dedicates 100% of their time implementing technical SEO best practices. We strongly maintain that a dedicated technical SEO specialist should examine your websites technical elements rather than have a non-technical SEO Consultant.
Following this are some of the essential technical SEO elements that our expert consultant will examine when we start working with a new client of website.
1. Robots.txt file
2. Website Speed
3. Website Metadata
4. Website HTTPS status
5. Canonical links and structure
6. Site structure/architecture
7. Website Sitemap
8. Broken external links
9. Internal link structure
10. Mobile Usability
The list above outlines the process. In all honesty, hundreds of technical SEO components can define your search rankings on Google. We are the SEO agency Liverpool business trust for advanced technical SEO protocols and technical assistance. Technical SEO is a continuous specialised process designed to unearth any technical constraints that may influence how your website performs in Google search results. Technical SEO isn’t a ‘one-off’ job. It demands routine review, optimisation, and updates to guarantee your website is up to date with the latest search engine protocols.
UX Ranking Factors
Think UX is important right now? Just wait until May 2021, when the Google page experience update comes out. Regardless of how good your content is or the amazing backlinks you have, UX is crucial for powerful SEO. If your website’s user experience isn’t satisfactory, users will seek better Google search results and leave your website.
Some of the most integral user experience metrics we live by are the following:
- Website Bounce Rate
- Average Time on Page
- Website Click-Through Rate (CTR)
- Average Pages Per Session
- Returning vs. New Visitors
Google frequently crawls and reviews your website for fresh content to assure excellent user experiences. Sites with relevant and valuable content that provide a positive onsite user experience are shown to outrank those that don’t in the search engine results pages.
Once you start with us, we immediately conduct a complete SEO review that includes key UX metrics. Subsequently, we review how can improve UX metric to establish a more positive onsite experience and boost rankings.
Internal Linking Structure
Internal links are a key detail of any well thought out search engine optimisation campaign. As they should, a number of digital marketing professionals speak about the effectiveness of backlinks. However, a limited number genuinely understand the power of internal links to improve rankings and website search visibility in Google.
Internal links are links joining one webpage to another webpage inside a single website. Internal links are commonly employed in the header and foot menus of a website for navigational purposes. On top of this, we can use internal links in text to heighten the onsite experience and refine many key UX elements.
There are three critical benefits that internal linking provides for a website:
1. Website Indexation
2. Website IA (Information architecture)
3. Onsite Navigation
At Safari Digital SEO Liverpool, we recognise the power of internal linking and implement it in every successful SEO campaign that we execute. In 2021, internal linking is one of the most neglected considerations in producing an effective SEO strategy.
Content must be researched, published and well-articulated for users to navigate and understand seamlessly. Extensively researched, strategic content is the basis of each successful SEO project developed by us in Liverpool. On-page content will be vital for your SEO success now and in the years to come. It is not adequate to put content on the page and wish for a good result.
Currently, the average page one result is 1,890 words on google. Does that suggest you should be outputting out a heap of content and writing as often as possible? No! Your written content must be thought out and consider what users are searching for. In our expert opinion, it is more effective creating and publishing one excellent piece of content than a significant number of average ones.
We cover the efforts other SEO agencies in Liverpool don’t, to ensure that on-page content is in-line with what users are hunting for in Liverpool. At Safari Digital Liverpool, we guarantee that your content is recognised as Expert, Authoritative, and Trustworthy (Google EAT) and surpasses user expectations.
You need to keep your users coming back by providing a positive on-page experience to rank well on Google. Remember, just like you; Google is a business. In 2020, income from the sale of digital advertisements contributed to more than 90% of Google’s total earnings. Googles search results pages are there to make money by selling advertising. However, the part that keeps users coming back is the search feature.
URL Structure & Permalinks
Website URL structure is often excused in SEO planning. Search engines and users look to the URL structure to understand the authority of pages and content. A pyramid style URL structure is an efficient practice used to transfer link juice between the most important pages on your website.
URL structure is not a portion of your site you want to be messing around with. When we update the URL structure, we want to do it once and once only. More often than not, it is a practice of optimising your existing system. However, sometimes, to ensure we can scale your site, we will need to overhaul your website URL structure.
Some of the important elements that we consider when planning your URL structure include:
2. Website hierarchy
4. Scalability and future growth
In most circumstances, as the website grows, so does the complexity of URL and permalink structure.
Information Architecture or IA
Information Architecture (IA) is the practice of preparing and planning content that guarantees search engine bots can crawl and navigate around your site with ease. Information architecture is pivotal in determining how your website is crawled by Google bots. This significantly impacts indexing, crawling, and general search engine visibility.
For maximum SEO visibility, some of the essential IA factors to be aware of include:
• Faster indexation rate
• Improved website crawl ability
• Increased time on site
• Enhanced onsite navigation
• Link equity distribution
• Improved UX metrics
• More pages visited per session
The best SEO agency in Liverpool will help you plan and configure the most effective IA for your SEO requirements. Information architecture is not a disparate component to be handled by a separate web development company.
Keyword planning is the single most important factor in every SEO campaign. It is not enough to generate new webpages, distribute content, and assume the best in Google results. Strategically placing targeted keywords on the page guarantees that Google knows each web page’s content and its purpose. We invest numerous hours in developing strategic keyword strategies, and implementation is aligned with how your users search for your goods or services online.
We utilise the best keyword research tools like SEMrush and SEO Moz, at Safari SEO Liverpool, to ensure we make informed decisions for your website. When undertaking keyword research, a few of the most important metrics that we look at include:
• Search volume
• Keyword intent
• Keyword Value
• Keyword competition
We can plan out short, mid, and long-term keyword goals for your SEO project with this information. The keywords determined for your SEO campaign by us to target are conditional on your enterprise and your specific requirements. In your SEO campaign’s initial period, we’ll select keywords to target and ensure that they are consistent with your aims. The purpose is to rank your website on the first page of Google for valuable, relevant keywords that push sales, inquiries and leads that will help you grow.
Google My Business (GMB) Profile
Google My Business affords an invaluable resource for updating company hours, customer reviews and news. Google My Business (GMB) is the most comprehensive crowdsourced business directory on the web – second to none. Google My Business takes off from where directory sites like TripAdvisor and the white pages left off. GMB is the most extensively used platform for reviews and business information as of 2021.
Google My Business includes the following advantages:
• Post updates to critical business information
• Improved communication with customers
• Enhanced local visibility (Local SEO)
• Answer customer FAQs
• Instant updates and audience reach
The sequence of events in 2020 demonstrated the value of Google My Business. GMB offered businesses a platform to produce timely business updates to clients as their business hours and activity changed.
Website Meta Data
Metadata displays information about the contents of the webpage within the HTML of the document. Although the information is not apparent on the page itself, search engines and crawl bots use metadata to crawl and rank the content of web pages.
Search engines use the metadata on your website to establish the relevancy of content. At Safari Liverpool, we direct our attention to various important metadata details, including:
• Meta Title
• Geo Tags
• Language Tags
• Meta Description
• Social Tags
… among many others!
Brand Mentions for SEO
In 2018, John Mueller of Google stated that brand mentions serve to benefit your site regarding Google ranking. Despite asserting that brand mentions do not pass page rank, they are crucial in building visibility and brand recognition through SEO. Brand mentions offer an essential role in establishing trustworthiness and confidence with online users. The Google Panda Patent concerns the idea of ‘implied links’ acting as a ranking determinant in the years to come.
At Safari SEO Liverpool, we are continually observing and measuring brand mentions through search engines. Just like the way we secure backlinks for our customers, we work hard to get brand mentions. While brand mentions do not provide the weighting for ranking as backlinks at the moment, as we advance, we strongly believe that brand mentions will influence how websites rank.
Content marketing, the fourth pillar of SEO, requires researching, producing, and publishing suitable content addressed to your target audience. At Safari SEO Liverpool, we value the importance of content marketing. We have witnessed (time after time) the strength of content marketing on a website to transform its brand presence and visibility.
Research confirms that if users trust your business, they are more probable to part with their hard-earned cash. Publishing, posting and generating content boosts credibility among your target audience. Additionally, it also advantageous for your Google search ranking and secures regular crawling, ranking and re-ranking in the search engine results.
Content marketing also grants companies the chance to capture top of the funnel users, which is unattainable through transactional style pages. Publishing and dispersing highly-researched content is an effective method of placing yourself as an industry-leading business – not another follower.
Local Citations (NAP Links)
Search engines such as Bing and Google use NAP links to authenticate the legitimacy of businesses. Local Citations or Name and Phone Number links (NAP Links) are a very productive method to strengthen your local search engine visibility and secure credibility.
While it is fair to say that local citations’ influence has decreased over the years, they still play a prominent role in local SEO. As not all business directories contribute value, we utilise a trusted network of NAP directory sites to produce local business citations for our customers.
Links to your website (backlinks) are the most influential off-site ranking determinant in SEO. In 2021, external links or backlinks dictate roughly 50% of a website’s performance in search engine results pages. Building credible backlinks to your website is critical to a powerful off-site search strategy.
For search engines such as Google, external links function as an approval or trust signal between two websites. The number of authoritative, relevant backlinks steering to your website will influence your website in search engine results pages.
Not all backlinks are deemed equal. Link building is about more than just ticking a box. For example, website links hold a greater weighting than backlinks from social media platforms or social media sites.
Spammy, low-quality links-building (known as black hat SEO link building) can harm your website’s performance in the search engine results pages. Some of the key metrics that we look at when building backlinks include:
• The traffic numbers of the referring site
• The authoritativeness of the referring site
• Content of the link within the article
• The number of backlinks pointing to your site
• Age of the referring link
• The link text (anchor text) used for the links
It is essential to acknowledge that not all backlinks are going to provide value. Low quality, spammy, Black hat links can have a damaging impact on your SEO results.