Search engine optimisation

The goal of search engine optimisation is to ensure that a website ranks highly in a search engine's results page for its associated terms and market. By improving a site's rankings you increase it's exposure, boosting engagement and driving commerce, separately from paid advertising.

SEO combines technical solutions with content optimisation

Successful SEO campaigns utilise numerous technical and content-based strategies which are constantly adapting and maturing as Google and other search engines refine their search algorithms. I have worked both as a general SEO analyst and as technical specialist and therefore bring a unified approach to my consultancy.

Technical SEO

  • Ensures that the technical underpinnings of a site are optimal in order to facilitate search algorithms' crawling and indexation of its pages.
  • Factors impacting on technical SEO include site speed, link structure, information architecture, mobile responsiveness and performance, structured mark-up, backlink hygiene and the number of authoritative referring domains, and the site's code base.

Content SEO

  • Ensures that a site's content reflects the intent of users when searching so as to attract traffic and drive conversions.
  • Key factors include making sure that content is correctly signposted for users' keywords through appropriate and semantic markup; identifying and filling gaps in content on the basis of keyword research; filtering duplicate and low-quality content; and creating a site structure that prioritises seamless user experiences.

Technical services

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Technical SEO Audit

The most exhaustive SEO service with the broadest scope. Ideal for establishing the foundations of a rigorous SEO strategy, engineered for maximal organic growth.

The audit benchmarks your site against over one hundred criteria grouped into the following categories: crawl and indexation, backlink profile, site architecture, site integrity and security, on-page optimisation, mobile experience, international SEO, structured data, social networks, e-commerce functionality, and user experience.

In line with my agile stack method, all recommendations are classified in terms of implementation-time, priority and impact. This provides a clear basis for deciding on next steps and problem resolution.

Three encircled paperclips symbolising links between pages.

Backlink Audit

Discover which domains are linking to your site and cultivate popular content. Identify and disavow low-grade backlinks and identify opportunities for outreach.

Google’s search algorithms have evolved to include factors beyond PageRank, however the number of authentic and valuable backlinks a site receives remains a key criterion of organic success.

This report details which domains are linking to your site and their relative value. It provides a detailed breakdown of the number of links from each referring domain and highlights which content is most popular. It identifies where backlinks have been lost and why; highlights low-value or spam links that should be reported to Google and formally disavowed; and provides a survey of the link environment identifying candidates for outreach.

A stopwatch and two webpages with runners inside symbolising a race for fastest loading time.

Performance Testing and Resource Optimisation

Site speed is directly proportional to organic uptake: the slower the site, the less users will engage.This report identifies performance obstacles and how to remove them so as to provide lightening-fast user experiences.

This report provides a thorough overview of your site’s speed and performance checked against industry benchmarks. I run numerous tests and usage simulations both client and server-side to establish where performance is compromised and identify which assets and/or site components are responsible.

In addition to identifying bottlenecks and render-blocking resources I outline clear steps that can be taken to overcome limitations in performance.

A monitor displaying website code with a spider dropping down, symbolising search engine bots.

Crawl and Indexation Analysis

Discover which pages of your site are being indexed and which are not. Optimise your site’s crawl budget so that the most valuable pages are accessible to the major search engines and prioritise fresh content in the crawl cycle.

Using crawler software and my own scripts, I establish the extent to which your site is primed for indexation by the major search engines. This report discloses which pages of your site are indexed and which are not and then adjudicates on the findings, outlining which content should be prioritised for indexation and what can be de-prioritised in order that the most valuable and commercially important content receives precedence.

This report is designed to integrate well with the Content Audit which provides a semantic angle to the more technical indexation analysis, highlighting valuable, rich content that should be retained and promoted along with pages that should removed or revised.

Content services

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Keyword Research

Find out what your audience is searching for then prime your content to match their search intent.

Up-to-date and accurate keyword research is the sine qua non of any successful content SEO strategy. This report identifies the terms and phrases that your target audience are using to search for content. Having established the search landscape I then review the extent to which your current content matches these terms and strategize ways to upgrade and enrich your content to better accord with your user’s intent in searching. In the process I identify gaps in your content provision that, when filled, will provide an advantage over your competitors.

Keywords are organised semantically and syntactically: I look at the different word arrangement and combinations as well as organising them into a concept taxonomy. The findings are presented in an intuitive spreadsheet that allows you to slice and dice by different categories, alongside a written report detailing the search landscape.

This report integrates naturally with On-Page Optimisation since fresh keyword research is necessary in order to update and optimise the essential on-page indicators of content: page titles, URL structures, headings, and meta descriptions.

A medal with the numeral '1' on it.

On-Page Optimisation

Improve how your content is categorised and signposted to promote indexation and create accurate and enticing search listings.

In order for your content to be indexed thoroughly and accurately and for users to access it easily, it must be clearly signposted. This is crux of OPO: using on-page markup such as title tags, headings, meta descriptions and URL structures to promote the content within for both machine (search engines algorithms) and human users (people searching for content).

In this report I crawl your site and extract the key on-page markup for each page and assess its quality. I also look at important factors such as word to page ratio, content richness and the length of page titles, meta descriptions etc. as each of these factors can confer ranking advantages. This is output as a spreadsheet with all suggested changes tied to the site’s specific URLs, which make’s implementing the findings within your CMS a breeze.

Three web pages in a row with the titles 'Retain', 'Revise', 'Remove'.

Full Content Audit: Retain, Revise, Remove

Discover which content is attracting traffic, what needs to be improved and how, and identify surplus content that is blocking uptake and wasting your crawl budget.

This report analysis the bulk of each page’s body content and organises the findings using the three Rs: Retain, Revise, Remove. Using keyword research, site metrics and standard content protocols I identify:

  • solid content that is performing well
  • content that can be enriched for better returns
  • content that should be removed because it is unclearly targeted, underperforming and squandering your allotted crawl budget

Content consolidation, pruning and cultivation refreshes your site in the eyes of search engine crawlers and precipitates re-crawling, allowing higher quality content to take precedence in the search engine results page, driving traffic and promoting conversions.

A tree diagram representing the connections between different pages on a website.

Site Structure and UX Review

Streamline your site’s informational architecture and navigation structure in order to create intuitive, enjoyable and obstacle-free user journeys.

Your site’s information architecture (how content is arranged, categorised and linked to) plays a vital role in promoting straightforward and seamless user interactions. This report analyses your site structure from the point of view of:

how content types are grouped and classified by common features and functions
link profile
the vertical as well as horizontal paths that connect different pages and content-groups
how easy and intuitive it is move around the site and locate key content

It also includes a UX audit: I am trained in the principles of user experience design and use this training along with technology such as heat and scroll mapping, to diagnose UX shortcomings and to prime your site for unencumbered browsing and engagement.

Additional SEO services

Local business integration

Implement Schema and related Google markup to ensure that your site ranks for localised search terms and integrates with Google Maps.

Social media integration

Ensure that your key content is marked-up to facilitate its syndication accross social media channels.

Penalty resolution

Has your domain received a Google penalty or warning? Hire me to resolve the issue swiftly and comprehensively to minimise and overcome its impact on rankings and visibility.

Competitor analysis

Identify your competitor's strengths (backlinks, outreach, content coverage) and learn from them.

Site migrations

Migrate to a new domain, protocol, server or CMS whilst retaining your historic ranking profile.