23rd February 2017
Getting your site found in organic search
Search engine optimisation is the art of marketing a website so that it has strong organic visibility in search results, attracting relevant, free traffic from people who will be interested in products or services it offers. In the past, SEO has suffered from a bad reputation as it was possible to exploit loopholes in search algorithms, but now good SEO is very much in-step with guidelines and recommendations from Google, Bing and others.
At Fresh Egg, we see SEO as a combination of three essential elements that sit within our overall digital marketing approach:
This ensures that a site is well structured, able to be seen and crawled and search engine "spiders"; or"robots", and uses every possible technical element to make content more relevant to a search audience. This includes making sure that URLs are written in a helpful, informative manner, the site directory structure makes logical sense, the pages load quickly and there are no errors or broken pages that interfere with a crawl journey or user experience
With search engines now able to crawl and index more content on the web than ever before, the challenge is to find the better content and make this visible in results. Google in particular, has taken extensive steps to update and modify its method of ranking to factor in the quality of website content. Far too often, a site can be let down by duplicated, thin or low quality content that does not answer all the questions a user may have.
Fresh Egg’s content services ensures that site content is good quality geared to customer requirements and offers the best experience for users.
Sadly it often isn’t enough just to create good content and expect it to naturally take off. Usually, it requires additional effort to amplify the reach by contacting relevant audiences and highlighting its existence. The inbound team identifies relevant and useful audiences, and works on your behalf to contact, negotiate and secure relationships to provide traffic, sharing and engagement.
Fresh Egg adheres to best practice guidelines across technical optimisation, content creation and marketing and advertising content. We do not offer “linkbuilding packages” or guarantee monthly numbers of links that can only be artificially created using low quality methods on sites that are likely to offer no benefit.
We strive to ensure that content is as engaging and informative as possible to a customer audience, presented in a technically perfect way, and promoted to relevant places where interested customers will see it. This drives interested and engaged customers to your site (and, quite frequently, they choose to link to it too, which is exactly how it is supposed to work).
‘Legacy’ methods are ways of attempting to influence ranking visibility by using tactics that manipulate factors in the ranking algorithm. Most of these are expressly against webmaster guidelines, or have been identified, devalued and penalised as new tactics evolve and are identified. Although some still occasionally work, this is generally for a short period only until the offending methods are caught and a search penalty is issued: they are more likely to be a risk to a brand’s visibility in organic results than a benefit.
One of the earliest methods of over-optimisation - including multiple instances of target keywords, close variations or hiding keywords through low contrast colours or hidden HTML.
Designed to manipulate PageRank by inflating the number of domains linking to target sites. There are still a worrying amount of services guaranteeing quantities of links, despite this being heavily policed by Google
This includes a number of techniques such as redirects, cloaking or doorway pages, all of which are designed to funnel a user to a page or content they were not expecting. Usually this will involve the user experience not matching the site code presented to a search crawler
Low quality sites that leverage advertising or affiliate links on automatically generated or scraped content pages have also been targeted.
Many legacy links (often from highly trusted domains) were sometimes obtained by hacking vulnerable parts of a website (such as a blog or Wiki) and injecting a link on the site.
Sites also need to be careful if they offer free hosting services or feature interlinks between owned properties
At Fresh Egg, we are committed to ralising our clients' potential. See how our approach to digital marketing can help supercharge the performance of your business.
Research, industry news and analysis, plus the latest happenings at Fresh Egg
23rd February 2017
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