Search Engine Optimisation

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SEO strategy The Fundamentals of a successfu

Search Engine Optimisation (SEO) used to be about manipulating your website and its relationship with the other websites for the sole purpose of pleasing Google’s algorithm. In some ways that is still the case, but as Google’s algorithm becomes more and more advanced the focus of SEO is shifting to a more authentic purpose of pleasing the user and engaging them in natural ways. It is important to understand that Google’s fundamental goal is to deliver the most valuable and relevant content for each search query. This too should be the underlying goal of any search engine optimisation strategy.
The following touches on some of the essential aspects of on-page and on-site search engine optimisation, providing insight into some of the fundamentals of a successful SEO strategy.

Competitive Analysis

There can be great value in selecting or creating designated target pages within your website that can be the focus of specific keywords and phrases. Depending on the semantic and topical relationship between your selected keywords it is usually best to only target 3-5 keywords per page. Keep in mind that the home page is the most important page of the website so it is often best to focus this page on the most important keywords in your SEO strategy.

Link Building

The quantity and quality of internal links to a specific page and the anchor text used in those links can assist in determining the authority of that page relative to the other pages within your website. This can help build the authority and power of certain pages and also assist Google in selecting which page it delivers in its search results for particular queries. Ideally each of the target pages should have a direct link from the home page and the footer.

Link-research

Keyword Search

Keyword research and selection lie at the very core of any search engine optimisation strategy. The goal is to select key words and phrases that have high traffic volume, strong commercial intent and at the same time are competitively reachable given the current state of your website’s rankings and authority. Once selected it is generally best to be committed to the successful ranking of the chosen keywords and build on their success.

Marketing Analytics

Signals from social networks are increasingly becoming an important component in SEO. Social signals have a direct effect on the search results but they can also play an important role in getting links to your website. For these reasons it is important that it is easy for visitors to share your content. This primarily means having obvious social sharing buttons on the page. An important precursor to social sharing is ensuring that you have content valuable and worthy enough to be shared.

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