Search engine optimisation is a labour intensive, repeatable process that needs to be tailored towards the individual needs of your business. As the leading SEO company in Manchester, we make it our business to help your business climb to the top of the search rankings. We use proven methodology and time-tested data to make informed decisions that help your business to win the SEO race.
As of 2021, the SEO landscape is more competitive than ever before. In a marketing like Manchester, there are hundreds of local and international businesses all vying for the top spot in Google. At Safari Digital SEO Manchester, we know that getting to the top of Google is not rocket science – but it does take a lot of work.
SEO is a long term business strategy. As such, we do not engage in any Blackhat SEO or Grey Hat SEO techniques that could affect your website in the long term. We focus exclusively on sustainable, white hat SEO solutions that steadily increase the visibility of your business over time.
We are always completely transparent with how we approach search engine optimisation and the strategies that we employ. Listed below are some of the SEO elements that are transferable across almost every single business that we work with.
Customised SEO Reporting
The success of your SEO campaign starts and ends with effective, transparent reporting. With Safari SEO Manchester, you’ll get SEO reports that are tailored towards your business and your unique business goals.
We will never send out a generic, artificially generated report that gives general figures. Our reports are tailored towards the cause and effect of our SEO actions. We drill down on cause and effect and isolate what is helping your business to grow. By understanding what is working (and what is not) we are able to make informed decisions that dictate how we utilise our time each month working on your website.
Here are some of the transferrable measuring sticks that we use to calculate the success of your SEO campaign.
• Initial traffic figures
• Month on month traffic analysis
• Year on year traffic data
• Keyword tracking
• Website clicks (organic)
• Website impressions (organic)
• Click through rate (CTR) for your site
• Backlinks that we gained
• Content that was added
• Upcoming priorities
User Experience (UX) Metrics
The Google Page Experience update that in May 2021 is set to have an enormous impact on how UX metrics impact SEO. We already know that UX is an important metric to consider for conversion rates; however, as of May, Google will also be making it an important factor in how websites rank and appear in Google search. If your site is not putting the user at the forefront of each decision you make, you could miss out on valuable, Free SEO traffic.
Some of the most critical UX metrics that we consider when optimising a site for SEO include:
• Website click-through rate
• Pages visited per session
• Website bounce rate
• Average time on page
• New vs. returning visitors
Google is constantly crawling and analysing websites for fresh content to ensure that websites are providing the best possible on-site experience for users. Sites that provide informative, valuable content are proven to rank higher up in the organic search results from Google.
At the beginning of each SEO campaign, we will conduct a comprehensive analysis that factors in the most important user experience metrics. From there, we will review and make the necessary changes to ensure that your site is adhering to best practices.
Technical SEO Audit & Review
Being the best SEO Agency Manchester has to offer means having a dedicated technical SEO specialist. While many SEO companies in Manchester try to get this work done by a web developer or a normal SEO specialist, we have a full time technical SEO specialist that spends 100% of their time investigating the best technical SEO practices. Rather than
When it comes to technical SEO, here are a few of the best practices that our technical SEO expert will review at the beginning of your SEO campaign:
1. Robots.txt file
2. Website Sitemap
3. Mobile Compatibility
4. Website speed analysis
5. Metadata audit
6. Internal link review
7. Broken external audit
8. Site architecture overview
9. Canonical link review
10. SSL certification check
The fact is, there are hundreds of technical SEO factors that combine to have a big impact on your Google search rankings. Technical search engine optimisation is an ongoing process that requires constant attention. Technical SEO requires continual analysis, refinement, and changes to guarantee your website reflects the latest SEO protocols.
Internal Linking for SEO
Internal links are a criminally overlooked aspect in a successful SEO campaign. Too many Manchester Digital Marketing professionals talk about the importance and effectiveness of backlinks without addressing internal links’ importance and role.
As the name would lead you to believe, internal links refer to links that go from one web page to another web page within the same website. In most cases, internal links are used in the header and footer of a website for navigational purposes however, they can also be used in the text as a way to enhance the on4site experience and direct onsite users towards relevant resources.
Some of the ways that internal links can be used to enhance search engine optimisation include:
Here are three important benefits that come from internal linking.
1. Enhanced website information architecture
2. Improved Onsite Navigation
3. Improved index rates
As of 2021, we believe that internal links are the most neglected components in an effective SEO plan. At Safari Digital SEO Manchester, we know the power of internal links hold which is why we use them in every successful SEO campaign that complete.
Onsite Content Optimisation
There are no two ways about it; content is an essential element in a successful Manchester SEO strategy. Completely researched, purposeful content is an essential element of a successful search engine optimisation campaign. Website content must be well researched, formulated, and displayed in a way that allows users to easily navigate.
The latest SEO information shows that the average page one result in Google is 1,890 words in length. With that said, the quantity of required content will depend entirely on your website and the industry you operate in. It is important to remember that one well-researched piece of content is more desirable for your SEO than five or ten short, inadequately researched articles.
Ranking well in Google search means providing an onsite user experience that will keep users returning to your website. As a business, Google relies on websites providing a good experience for users to continue to return to their search engine. The purpose and role of Google organic search results are to support Google’s SEM digital advertising.
We perform the work that other SEO companies in Manchester tend to neglect. We go the extra mile to ensure that your on-page content is aligned with exactly what your users are looking for in Google search. We also ensure that your content demonstrates the necessary Expert, Authoritative, and Trustworthy (Google EAT) metrics.
Keyword strategy is the most important SEO element in a successful SEO campaign. It’s no longer enough to put keywords on your web page and hope for the best result. Google cares where those keywords go and wants to see them at the right density to ensure that they are there to add value – not to manipulate search results. At Safari SEO Manchester, we spend an inordinate amount of time planning and executing our clients’ best possible keyword strategy.
We utilise industry-leading keyword research tools and technology to ensure that we make the most informed decisions for our clients. Some of the most valuable website metrics that we take into consideration when planning keywords include:
• Keyword intent
• Keyword competition
• Monthly search volume
• Keyword difficulty
Using all of the data that we have available through third-party tools, we can plan out short, medium, and long term goals for our clients. The keywords that we choose for your SEO campaign reflect the unique requirements of your target market.
In the first two weeks of your SEO campaign, we will establish which keywords we will target and make sure that they align with your unique company goals. The aim is to put your website in front of highly-motivated, relevant leads interested in your product or service offering.
Optimising URL structure is a widely overlooked factor in effective SEO planning. Website visitors and search engines such as Google look to your URL structure to understand the hierarchy and importance of various pages on your website. A pyramid style URL structure ensures that link equity is passed correctly through your website’s most important pages. It also ensures that visitors know exactly where they are on your website at all times.
Unlike the content on your website that is constantly changing and updated, your URL structure is not something that you want to be regularly changing. In most cases, it is a matter of tweaking your existing URL structure. However, it could mean a complete overhaul of your website content to ensure long-term scalability as your website grows for a larger website.
Some of the factors that we consider when planning the URL structure of our clients websites for SEO includes:
1. Information hierarchy
3. Keyword usage
In general, the process of optimising URL structure for SEO is most complex for larger websites.
Information Architecture (IA) for SEO
Information Architecture refers to the method of curating content so that search engine bots from Google (and other search engines) can seamlessly crawl the contents of your website. Information architecture plays an important role in how Google bots crawl your site and affects index rates, website crawl rates, and general SEO visibility.
Some essential elements of effective Information Architecture include:
• Enhanced website crawl rate
• Effective link juice distribution
• Enhanced UX
• Advanced onsite navigation
• Increased time on site
• Pages per session
• Index rate
Information architecture is not a separate task to be carried out by a Manchester Web Development company. The best SEO Manchester companies will help you to plan and execute an effective IA strategy for your SEO efforts.
Ongoing Content Marketing
Content marketing is the fourth pillar of SEO and includes examining, writing, and publishing content that is relevant to your target audience. At Safari SEO Agency Manchester, we put content marketing on a pedal stool in the SEO puzzle. Content marketing is a highly effective way to boost brand credibility and boost visibility with your target audience.
Researching and published well-researched content is a highly effective way to grow website traffic by optimising for highly-relevant search terms. Content marketing allows companies to capture the top of the funnel users in a way that is not possible on transactional style landing pages.
Research shows that users are far more likely to spend their money with companies that they can trust. As such, writing informative and valuable content is an effective way to build trust and set yourself apart from your competitors. Besides building trust, content marketing also puts you in the good books with search engines and guarantees regular crawling from search bots.
Website Meta Data
Website metadata plays an important role in conveying and communicating a web page’s context and contents to Google. At Safari SEO Manchester, we concentrate on several key metadata components, including:
• Page Title
• Meta Description
• Language Tags
• Geo Tags
• Social Tags
… Just to name a few of the most important!
Optimising website metadata is an ongoing activity that requires constant updates as keyword trends and patterns change over time.
Brand Mentions Grow Brands
Back in 2018, Google engineers confirmed that brand mentions provide a trust signal to the search engine. Despite admitting that brand mentions do not directly pass any ranking power, Google confirmed that they do play an essential role in building brand trust and clarity through search engine optimisation signals.
Brand mentions perform an important role in building trust and credibility with online users. The Google Panda patent associated to the idea of ‘implied links’ as a ranking signal for years to come.
At Safari SEO Manchester, we monitor our clients’ brand mentions (and our own website for that matter) through Google search engine notifications. Whenever we see a brand mention, we will push to get those mentions turned into backlinks for your site.
As of 2021, backlinks account for around 50% of how a website ranks in the Google search results. Backlinks (when another site links to your website) are the most important off-site ranking factor for search engine optimisation rankings. Gaining reliable links to your website is an indispensable element in an effective off-site SEO strategy.
For Google and other search engines, backlinks provide a trust signal or a sign of trust between two websites. The number and quality of backlinks will influence how your website ranks in the search engine results pages.
Not all backlinks are going to provide the same level of value. For example, links from social media sites such as Facebook or Twitter do not hold the same weights as links from other, high-authority websites.
Poor quality, spammy backlinks (referred to as black hat SEO links) can affect how your website ranks and appears in the SERPs. Some of the key metrics that we consider when building backlinks for SEO include:
• The authority of the referring site
• Traffic of referring site
• Anchor text used in the link
• Age of the referring link
• Relevancy of referring link
It’s important to remember that not all backlinks will provide value. Link building is about creating value, not blindly building as many links as possible. Low quality (black hat) SEO link building can hurt your SEO efforts.
White hat Link building is an essential element of effect off page SEO strategy. Whether we are organising a local SEO campaign, enhancing off page optimisation, or building links that enhance domain authority and reinforce our SEO content efforts, our SEO team understands the value of link building. White hat SEO backlinks are designed to withstand that test of time. Unlike the black hat strategies that were utilised by SEO agencies years ago, our practices are designed to improve your online presence and stand the test of time.
Google My Business (GMB) for Local SEO
Google My Business is the largest (free) directory site online. It is free to register and maintain your Google my business listing, and we strongly recommend that every company (if you have not already) registers their business with GMB. In 2021, Google My Business’s inherent value as a platform was affirmed as businesses could communicate with customers freely and urgently as business trading hours and circumstances changed regularly.
Some of the reasons that you should claim and maintain your Google My Business listing include:
• Enhanced local search visibility (Local SEO)
• Improved communication with prospective customers
• Immediately update critical business data
• Answer FAQs
• Post regular business updates
The events of 2020 affirmed the value of the GMB program for businesses in Manchester. When trading hours changed and business activity was subject to constant changes, GMB presented a way for companies to deliver timely updates to prospective customers.