SEO

Breaking down Search Engine Optimisation

SEO stands for Search Engine Optimisation which is the method of increasing the quantity and quality of traffic to your website through organic search engine results. SEO is the practice of Optimising your website to improve the Organic Search results. In order to optimise a website, there are a plethora of techniques which aid in optimisation. The more techniques you use, the higher chance of improving your organic listing. To understand the techniques (the Optimisation), you must first understand what factors influence organic ranking on Search Engines.

There are a number of SEO practices that we focus on here at YDS. Typically, we asses your business and current SEO efforts (if any) and identify how we can improve or begin to optimize your website in the best possible way in order improve your organic ranking. Some of our clients are doing a number of digital strategies with us, while others only focus on SEO. We work with a large range of clients from construction companies, accountants, lawyers and child care businesses, to landscapers and wholesale food suppliers. Our SEO practices include:

In-depth Keyword Analysis in order to fine-tune your SEO strategy, better target your audience and somewhat predict your prospects online behaviours so that you can provide them with the answers they want when they want them.
Content marketing in the form of writing both invisible and visible blogs to increase user engagement and interest, utilise keywords and boost links.
SEO Set Ups which include Meta Tags and Meta Descriptions. This creates the very basis for all further SEO processes. Without an SEO Set Up, your efforts are weak.
When we build a website for someone, we always ensure it is SEO efficient – that’s just how we build our websites. However, if you already have a website that you would like to improve, we can optimize your website to improve your organic ranking.

To break it down a little, when you search for something on the internet you usually do so through a search engine – be it Google, Bing or Yahoo! – and you receive a very long list of results in the form of various website links. So, how exactly do you magically receive all of these results? And how do these results rank the way they do? There are a variety of factors that go into it, some of which have a stronger influence than others.

Below the Periodic Table outlines the exact positive and negative factors that influence organic listing:

To further break this table down, a survey of 123 SEO specialists found the very top 9 search engine influences, let’s analyse them in non technical terms:

Social Metrics
The quantity of Facebook shares, tweets, Instagram links etc.
Domain-Level Link Authority Features
The number of links to the domain, trustworthy/quality links etc.
Page-Level Keyword-Agnostic Features
Content length, readability, uniqueness, load speed, etc.
Domain-Level Brand Features
Offline usage of brand/domain name in the press, media, newspaper, articles etc.
Page-Level Keyword & Content Features
Content quality, relevance and quantity (the more the better).
Domain-Level Keyword-Agnostic Features
Domain name length, TLD extension, domain HTTP response time.
Page-Level Link Features
Quality of link sources, anchor text distribution, TrustRank, PageRank etc.
Domain Level Keyword Usage
Exact-match keyword domains, partial-keyword matches etc.
User, Usage & Travel/Query Data
Traffic/usage signals from browsers/toolbars/clickstreams/diversity/quantity.

So, as you can see there are a range of things which influence organic listings, at Your Digital Solution we focus on the following SEO strategies: SEO Set-ups, Keyword analysis, Content Writing and of course Website Development. Below you will find a break down of each area of SEO strategies that we offer.

SEO Set-ups

Creation of Meta Tags
Meta tags are little snippets of content that describe a page’s content; made up of a few words or a very short sentence. Basically Meta Tags are descriptors that help tell search engines what a web page is about. The Meta Description then goes below the Meta Tag which goes into more detail about the page; a really well written Meta Description should entice readers to click on the page.
Add Geo Tags
Geotagging is the process of adding precise global positioning data, such as specific latitude and longitude, to a website or image found online. Geotagging is the most common way to embed location-specific data into your website, usually by adding the information to photos and images. Your website visitors don’t see this information, however search engines read, decipher, and examine as they crawl the web looking for data. You can set the geotagging to be a particular location you choose, down to specific latitude and longitude coordinates.
Add Schema Markup Code
Schema markup is code that you put on your website to help the search engines return more informative results for users. Schema markup provides search engines with a useful description which allows it to point users in the right direction. Websites that use schema markup will rank better in the SERPs than companies without markup.
Connect Website to Google Analytics
Google Analytics provides a website with free web analytics which includes statistics and basic analytic tools for SEO and marketing purposes.
Connect to Search Console
Your Search Console is your control panel for directing and monitoring how Google deciphers your website. It is a free tool that lets you control your website from the search engine’s perspective. If you make changes to your website for example change some URL’s and you forget to perform redirects, when Google next crawls your site, your Search Console will advise you that you have a 404 redirect.
Submit Sitemap in Search Console
A sitemap is a file that contains a list of all your site’s pages and the associated URLs for each page. Google Search Console requires a sitemap in order for search engines to crawl and index the website so that the content within it can be ranked within the search results.
Ping Site and Submit Site to other Search Engines
To ping a website means to tell search engines about your newly created backlinks so that you show on each search engine. There is a different process involved with submitting your site to each search engine (Bing, Google, Yahoo! etc).

Content Writing – Blogs

There are two main content writing services we offer at YDS, which are visible and invisible blogs. So, the visible blogs are posted on a website typically on a “News” or “Blog” page, whereas the cyber blogs are sent so no one will ever see them, but they link back to your website. There is a certain art to SEO writing; in order reap maximum benefits, the use of inbound links and keywords relevant to the business must be used. Additionally, blogs of around 700-1000 words are most effective.

Website Development

There are a variety of ways in which you can build a website to enhance search engine optimisation some of which that we focus on when building a website include:

Writing content and employing SEO language like the repetition of keywords, inbound links, and specialised marketing language helps Google to crawl and also provides visitors with clear and insightful information.
One of the most effective ways to enhance SEO through building a website, is to minimise bounce rate. Bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. So, how can you minimise the chances of this happening? By using call to actions and easy navigation layouts in order to coerce visitors towards other pages.
The use of videos and images also enhance SEO, not to mention appealing imagery tends to entice visitors.

1800 070 866 | grow@yourdigitalsolution.com.au

SEO

Breaking down Search Engine Optimisation

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