Findability | Conversion

Why read this page? It explains the 3 cornerstones of SEO.
Who is this for? Business owners or marketing managers wanting to know why their SEO is not working.

Findability: being found on Google

So many websites claim to be the best, the fastest the cheapest, award-winning, specialist, different.

But who are the experts, the market leaders, the people to buy from?

Google has spent nearly 25 years perfecting that exact answer. They have created the most advanced search engine in the world. Their search engine is constantly evolving. Their AI algorithms are now so complicated they are moving closer to (human) intelligence.

Other. Our job is to firstly understand Google’s current rules and to translate those rules into content, code and off-page metrics that satisfy Google’s criteria. The second part is to anticipate what improvements Google will make in the future.

It is not about fooling Google, it is about working together to create the best version of the internet that we can.

There are essentially three parts of a website that need to work in harmony so that Google will reward the site with a high ranking position.

Expand your reach and your audience with strong SEO. 

See how we can best help your business.

Content Strategy Process

The are the three factors that decide your website’s SEO

1. Front-facing content

Good content is about winning customers’ attention and compelling a buying action.

Front content is on-page SEO, it is the story you tell web users about your business. It is the words, the voice, the tone, images and video.  This is the most important factor currently within Google’s scoring metrics.

Broadly it is

  • What you sell
  • Why you sell it
  • Why I should buy from you


2. Backend code

Google’s index is basically one large computer that reads code and has a set of rules (algorithm) that is used to rank a website.

Computers read code not just words. The code helps Google to understand the content. It is another way of validating the website’s claims.

Optimising your code was the original essence of search engine optimization. It was a set of rules (an algorithm!) that if you followed you would rank top of Google.

There have been many changes within code optimisation. Now it is less a process of correct meta data and Headings and more a question of mark up language and JSON.


3. Off-page factors

Google looks for online signals that corroborate the claims you make within your content.

Off-page is about SEO factors like backlinks, reviews, content marketing, social media etc.

The list seems long, however, only parts affect your ranking position in Google.


Local Seach

One element that fits into all three of the above categories is local search. Often mistaken as Google my business, if your customers visit your place of work then local search optimisation could be an important part of your SEO strategy.


Our Accreditations

92% of all UK pages and blogs gain no organic search traffic from Google at all (2020-2022)

Created: November 23, 2021 | Updated: January 19, 2022

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