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Search Engine Optimisation

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How it works


Search engine optimisation is the science of getting your website in the highest position possible within the organic listings on the search engines. Around 70% of people using search engines will click through using the results bought up in the organic search. The higher up the rankings you are the more likely it is that searchers will click through to your website - thereby increasing the volume of traffic and sale potential.

Heatmap showing where people look and click on a search results page:



This is achieved by raising your website’s importance in the eyes of Google (and the other search engines) by a variety of means.

Climbing the list is a gradual process, as search engines get used to your site and changes relating to it. It naturally takes 3-6 months to see any results and often over 12 months to see significant results.



How we can help you

We increase the importance of your site in the eyes of the search engine listing by using:   
 

1. Keywords / phrases

SEO is very much dependent on the relevant keywords selected for your site. The key words on the page influence for which search terms your website will be listed in the search engines for – so if you sell orange mugs but the phrase “orange mugs” doesn’t appear on your site you’re very unlikely to appear, thus reducing your potential sales.

It’s often not necessarily the best course of action to go for the most obvious keywords and keyphrases. The most attractive keywords tend to be those with a good ratio of traffic to competition. So there are plenty of people searching on the term and not too much competition to get to the first page of the search results. For example, whilst many more people are searching for “mugs” it’s harder to get to the first page, rather than for a more specific search such as “orange ceramic mugs” because of competition levels. A consumer searching on “orange ceramic mugs” is more likely to buy from you than one searching on “mugs.”It is critical to pick the right pages to put your keywords on – you wouldn’t want to put the term “orange mugs” on the page that only sells “blue mugs.” Finally, the location and frequency of keywords on the page, has a varying impact on how important the search engines think you are for that phrase.

Choosing the right key phrases helps with this as you are telling the search engines what you want to be found for. It is important to get the right key phrase in the right place on the right page.

We research the most relevant, effective keywords and suggest the optimum frequency and positioning of them within your site in order to maximise your position in the search engines. There are no guarantees that you will reach the top slot for your keyword in Google as their algorithms are constantly changing. The position depends on how popular the search term is, and also varies on your competitor’s actions.



2. Link Building

Links are important as they indicate to Google and other search engines how well respected your site is within the entire internet. A site which has a large number of quality leads to it shows it is well respected and important within the online community.
If you have links from other websites pointing to your site, it gains importance. There needs to be a optimum mix of link quality and link quantity.

The quality of a link is determined by how closely it matches your content of your site – so if you are selling orange mugs, and you get a link from the BBC kitchen pages, that would be a high quality link, but a link from a scrap yard wouldn’t be so relevant for your site so would not be seen as particularly high quality. The quality is also measured in Google by the Page Rank which is a measure of the importance of the page. The best links for your site will be ones relevant to your site’s offering with a high Page Rank.
 
However, all links can bring benefits to your site, so the quantity of links helps build your profile too. The simplest type of link building is submitting your site to search engines and directories. This is a way to build volume but not necessarily quality. Accessing quality links involves researching key sites that relate to your industry – be they blogs, suppliers, fan sites, trade bodies etc – and open a dialogue with them to have your site linked to from theirs. Whilst this is often a much slower process than going for quantity it’s almost always more rewarding.

The most complex and rewarding type of link building is to create content on your site that people will want to link to, OR content that you can post on information sites with embedded links back to your website.

At Indium we have the expertise to build links relevant to your site and brand – leading to an increase in importance of your site in the eyes of Google and other search engines.



3. Technology

Finally, we ensure your website is using search engine friendly technology in order for it to be crawled by search bots. We also ensure that your website contains the best meta tags, title tags and  headlines all which help optimise your SEO. This is just a selection of the many ways in which your profile can be raised with the search engines.




Our SEO Packages

In response to a growing demand we’ve created a packaged SEO service that starts at just £250 / month and includes a mix of the above tactics PLUS reporting on performance. We are also happy to build a bespoke package to fit your needs.

Please contact us to request your free SEO review, or to learn more about how we could improve your search engine performance, to contact us call 01865 339 470.