Award-Winning Local SEO Liverpool Agency
We’re Embryo, an award-winning digital marketing and SEO agency that has a brilliant track record of helping businesses in Liverpool enhance their digital performance, no matter what industry or sector they’re in. Since launching in 2015, we’ve helped clients increase web traffic, expand lead generation, and improve search engine ranking positions.
Book a free 30-minute consultation with our team today by emailing us at email@example.com or calling us on 0161 327 2635. On the call, our team will show you how your online performance compares with your competitors, talk through how we leverage multi-channel marketing to bring you leads, and provide insight into how Embryo can help deliver stunning campaigns.
Our search engine consultants are well-equipped, with years of collective experience, to achieve effective results via a variety of means, be it link building, high-quality content or detailed keyword analysis. No matter your current situation, industry or target market, our search team will be able to find and deploy the right strategy to take your business, and online presence, to the next level.
The Value of Search Engine Optimisation for a Business in Your Industry
Does the phrase ‘You can talk the talk but not walk the walk’ ring a bell? Today, so many websites look fancy, have slick graphics, and hundreds of stock images of people staring at a digitally rendered computer screen, but they rank for the sum total of zero! What’s the point of your website if it isn’t ranking for keywords and phrases that are directly related to the products and services you’re trying to sell? On average, only 7% of people will click beyond page two to find what they’re looking for on the search engine results pages (SERPs), which is to say that if your approach to SEO isn’t to get onto page one, you may as well pack up and go home.
What’s more, as the algorithm that powers Google changes in some way almost daily, it’s vital that you offer potential customers a site that they can easily find in the SERP. ‘White hat’ SEO (the term to describe sites that implement positive search practises) that are built on quality technical work and beautiful pieces of content are often the ones most rewarded by Google and other search engines, such as Bing, in terms of visibility and ranking.
Taking shortcuts to online marketing success is no longer ‘the done thing’. Tactics such as keyword stuffing, paying for low-quality links from spammy sites that don’t offer any value, and not bothering to spend time answering search queries via long-form content don’t cut it anymore.
Our SEO experts like to say that “Google rewards hard work” and it’s hard to argue against this. Yes, achieving a good search engine ranking is more difficult today – this is why Liverpool SEO agencies that don’t value white hat practises are finding that their efforts ultimately result in low-quality websites that don’t perform as promised. Work with Embryo, and you’ll find getting your website to rank will no longer be an issue in the months and years to come.
The SEO we do for Liverpool businesses is unique because it’s high-quality and a mix of all the necessary elements of search, especially following the Google Panda update (Google Panda: an update to Google’s search algorithm that makes it tricky for sites with thin content to rank). Our SEO marketing campaign blends a stunning content strategy – featuring the correct ontology and taxonomy – with efficient, high-quality link building practises. We’ll find those industry-defining target keywords and build our entire campaign off of them and ensure they work across all devices, a key ranking factor from 2019 onwards.
Want to Get Your Website Ranking Higher on Google?
Every business either has a website or should have one. Beyond that, they should also be ensuring that their website is generating their company money, not wasting it. Constant web page and content optimisation should take place so that search engine users can find the business’s website, land on it, and purchase the products or services they are using. If your website isn’t working as hard as your best salesperson to rank for relevant keywords, then it’s a liability.
You should absolutely want to get your website ranking higher on Google for, ideally, hundreds and hundreds of different types of keywords. Behind all these rankings are users with a million different types of search intent and all of them, if they are relevant to whatever it is you do or sell, are ready to spend their money on you.
As you’re reading this, you may rank well for some premium keywords and think “I don’t need to invest in any more SEO”. However, what businesses like this fail to see is that underneath those one or two-word key terms are literally hundreds of longer, question-based keywords that, through long-form SEO content, your business can answer, rank for, and enjoy the benefits of those rankings.
If you sell BBQs for example, and you already rank for key terms such as “BBQs for sale near me” or “Best BBQ under £100”, that’s great. But, what if we told you that underneath those keywords are keywords such as:
“How to light a bbq?” which gets 2000 monthly searches.
“How to clean a bbq?” is a keyword that is searched 700 times a month.
“Where can I buy gas for a bbq?” is a keyword with a monthly search volume of 250.
These types of keywords are prevalent across every industry and most businesses fail to see the potential increase in revenue by ranking for these because they don’t appear as obvious. But, think about it, how many questions and non-purchasing intent type keywords do you search for before you’re ready to go ahead and part ways with your money? Lots, presumably. Your target audience is no different.
The way to get your website to rank higher for Google organic SEO phrases is to invest in a marketing agency that understands exactly what it is you need. Once you’re ranking in higher keyword positions you’ll soon find that the number of leads, enquiries, and sales increase. This is because, quite simply, you’re higher up on the search engine results page for the target keyword phrase that your ideal customer has just searched. Why would they scroll down the page, resulting in them having to move their mouse, or bother to scroll all the way down and click on page 2 to find the result when yours is right there! Search engine users like convenience, it’s as simple as that. And, by being at the top of the keyword positions, you become the most convenient option for them.
So, why not start investing now in getting your website ranked higher for the keywords that will bring you the most traffic and the highest conversion rates? It’s time to stop wasting your money on advertising campaigns that aren’t converting into sales. Instead, invest in an experienced digital marketing company that knows what it takes to get your site ranked higher for the keywords you want.
The Services Our Team Provides
- Clever link building campaigns: Creating link building campaigns and gaining backlinks from trusted, high-quality websites is a proven tactic for site and authority growth. When a site links to your site it sends ‘trust’ signals to Google which is essential in ranking as Google will only push sites to users if they see you have a trusted site. We create and implement these campaigns on a monthly basis for many of our clients and we see the impact of this each month.
- Technical search engine optimisation: Very often, other SEO Liverpool companies will implement incorrect tactics – or ignore existing issues – when adapting your site. Our experienced team will fully vet your site, fix any technical issues and ensure that Google’s search bots (also known as search engine spiders) can scan your website with ease.
- Local Liverpool SEO search: We’ll get your business’s name appearing consistently in local directory websites, such as Liverpool Local Business, Explore Liverpool, and the UK Small Business Dictionary so that Google Local knows to display your name in local search engine results pages (SERPs).
- Mobile optimisation: Most of the time, your customers are searching for what they need on their mobile – we’ll ensure that your online presence extends to all platforms. Having a responsive web design and search that’s optimised for mobile is a key factor in 2021 and beyond.
- Conversion rate optimisation (CRO): An increase in conversions on your site is a sign of a successful SEO strategy. We’ll implement a wide range of CRO practises ensuring that you make the most of all that fresh, organic traffic coming to your website.
- Engaging content and strategies: We write fresh, long-form content based on in-depth keyword research and competitor analysis. Beautifully crafted on-page copy is what we do best – it is essential in today’s competitive digital marketing environment.
- Technical SEO audit: We take a detailed analysis of your on-page and off-page ranking factors – this deep-dive highlights any SEO issues, gives our consultants and you complete transparency and provides us with the basis from which to deploy your custom marketing strategy.
- On-page SEO: We’ll clean up and remove any bloated HTML coding, optimise your images with the correct alt-text, and ensure metadata across all the pages is engaging. We’ll provide expert guidance and weed out low-quality content so that your site looks and performs its best.
A Breakdown of Our Approach to Technical Audits
Unlike another SEO agency in Liverpool, our technical audits are part of a fresh approach to search and are based on our team’s abundance of experience in the field. In total, there are 159 separate points we measure your website against. These points can be split into 9 categories:
Google Search Console and Google Analytics: We’ll ensure superior quality across all Google platforms – we scan for issues related to manual actions, security, and sitemaps.
Core Web Vitals: Often shortened to CWV – has become an essential part of building a successful SEO campaign in recent times thanks to Google’s 2021 Core Algorithm update. Our world-class SEO and Development teams work side-by-side to improve clients’ website’s CWV scores, helping to ensure future ranking success in Google.
Mobile: As mentioned, no SEO campaign is complete without good mobile performance. Our audit involves discovering the loading speed of your pages on mobile, and we examine the content and layout to determine whether or not it is mobile-friendly.
Metadata: While not necessarily a ranking factor, metadata is your opportunity to persuade traffic from search engines to click on your page. Our audit will make sure all the metadata is unique and performing well.
Backlinks: If you have a backlink profile, we will look at the strength of those inbound links and what kinds of sites they come from. Backlinks from websites with low domain authorities can hamper keyword rankings. We’ll examine your existing backlinks and assess the best course of action to enhance their quality and quantity.
Local SEO: Making sure the target customers in your local area can find you is the very least your SEO campaign should achieve. We’ll scan through your current citations and fix the NAP data on your pages (NAP – Name, Address, Phone Number).
Page speed: Measuring the loading speed of your site on software such as GTmetrix and Google PageSpeed Insights tells us how well it performs. With site speed being such an important ranking factor, especially in this post-Google Penguin and Google Panda world, it’s important we take steps to amend slow pages.
Keyword reach: How many keywords are you currently ranking for in total? Are they branded keywords or are people finding you for industry-related phrases? We’ll use the audit to assess your keyword reach and create a bespoke SEO strategy to ensure you’re found for terms that signal an intent to buy.
Content: The word ‘content marketing’ encompasses more than just typing out words onto a Google Doc or into Microsoft Word. As part of this initial assessment phase, we’ll examine how many pages of your site are indexed, the quality of the content on each page, and whether or not it’s ‘thin copy’ or duplicated elsewhere (a problem that is more common than you think).
Want to Know How SEO Can Work for Your Liverpool Business?
There are hundreds of ways your business can benefit from SEO. Liverpool and northwest residents will do two things before purchasing a product – they’ll either search before buying a product or they’ll find their local business that offers the product or service they are looking for. There is a myriad of practices that our experienced SEO consultants carry out which can help you be the business they purchase from.
SEO can help your business because it’s how the vast majority of people start their purchase process. It’s very simple: Optimising your website for search engines means you have a greater online presence which means you’ll be seen by audiences when they search for something.
Search engine optimisation work by a digital marketing agency can ensure that your business is the answer to your customer’s query, regardless of the intent behind that search.
Put yourself in the buyer’s shoes for a minute, how many times have you Googled something before making a decision? It could be as trivial as what movie to watch on Netflix that night, or which brand of kettle to buy for your new kitchen, right the way up to big life events such as purchasing a life insurance policy or finding a house to buy.
There are a number of factors behind why you choose to purchase from a certain website, brand, or business. From how recognisable they are to the value of the information you’ve gleaned from the long-form SEO content that you’ve written to something such as free delivery or a 30% discount – anything could be the trigger. What a successful SEO campaign does is optimise your entire website so that all these potential purchase factors are prevalent for your ideal customers.
Why Should I Continue SEO Once I’ve Gotten Good Rankings?
Achieving good rankings takes time, the online landscape is congested with billions of new pages being added to the worldwide web every single second. As a result, it takes time for your page, website, or domain to be indexed and move up, or down, the rankings.
Here at digital agency Embryo, we say that you shouldn’t really expect to see any meaningful increase in online search visibility for the first 6 months, such is the volume of work that will be completed and the time that it will take for the major search engines to scan through it.
Once that period is up, however, and you are ranking for keywords, there could be a temptation to stop your investment in SEO thinking that the job is done.
This is not only wrong, but it could potentially affect your business goals and future growth opportunities. Long-term website success, at its core, is about constant maintenance and optimization. It’s an ever-shifting landscape where new websites and competitors crop up every day looking to rank for the short and long-tail keyword phrases that you have worked so hard to get on to page one of Google for.
As a result, additional SEO content writing, investment in link building through Digital PR campaigns, and optimising back-end Core Web Vitals are always needed to keep that online search visibility at the level you need it to be to achieve your business goals and ensure your website is more of an asset than a liability.
The best thing you can do to protect yourself from this trap is to never stop doing the things that got you into the position you’re in now. If you are happy with your current rankings then great! But if you want to improve them, don’t let the feeling of “job well done” blind you to the fact that there is still plenty of room for improvement.
SEO isn’t a one-time thing, it should be thought of as an asset that requires running costs. For the monthly costs, the search engine optimisation work will provide you with a very high return on investment over a long period of time. It is one of the most sustainable ways to grow your business online and provides you with endless opportunities to rank for more and more relevant keywords.
What Can You Do To Improve Your SEO Ranking?
You should always be trying to find ways to improve your organic traffic numbers by creating quality content that people are interested in reading. This doesn’t mean that you need to write the next Harry Potter book, but rather that you need to create content that helps solve problems and makes people feel better about themselves.
You also need to make sure that you use keywords in your title tags, meta descriptions, and throughout your body copy. Doing this will help the search engine spiders understand what your site is about and give you higher chances of appearing when someone searches for a particular phrase.
Don’t forget that having a high number of incoming links is another way to boost your rankings, so try and build relationships with other bloggers who might be willing to share your content and link back to your site.
Finally, you need to consider using social media as a powerful tool to help drive traffic to your site. By sharing interesting articles and blog posts that you think your audience would enjoy, you’ll start to build relationships with your followers and develop trust which will ultimately lead to increased conversions and sales.
Four Reasons Why Local Citations Are Important for Merseyside Businesses
If you’re a business based in Liverpool and want to rank for keywords that include a location you wish to target, local citations are vital to a successful local digital marketing strategy. Not only does it make it easier for users to find you but it provides more context for the search bot that scans your page in an attempt to understand the context of it.
If you own a restaurant or bar, for example, you need to make sure that all of your menus are listed on Google Maps. They must include both the name of the establishment and the address. This is because many local searchers will use Google Maps to locate their favourite restaurants and bars before they even type in a keyword. The more times that people see your menu on Google Maps, the more likely they are to visit you once they’ve found you.
Local citations don’t stop at Google, though. Sites like Yelp, British Telecom (BT), and Facebook all have a local citation element to them that you should take advantage of. Not only are they free but they make total sense if your SEO tactics involve a local target keyword phrase or two such as ‘restaurants in Liverpool’ or ‘Liverpool mechanic’.
1. Stop Other Business Owners Making Duplicate Listings
Owning the entire citation process will ensure competitors aren’t able to ‘steal’ the listing, search engines are clever and enjoy consistency. Taking control of local citations and ensuring their consistency will ensure you’re always seen as the most relevant business for relevant search results.
2. Local Citations can Impact Rankings
Having consistent citations across Google and other directory-style websites is a great, and free, way of establishing trust between yourself and the major search engines. By having consistent, detailed citations you’re doing what you can to show to Google that you’re an authentic, real business that warrants a high ranking.
However, should you, for instance, move your shop, headquarters, or change your company information in some way and not update all your citations you could face real issues in terms of rankings and a loss of domain authority. To Google, it can appear that you’re trying to dupe or misdirect search engine users by showing them a false location. It might seem a cynical take from the search engine giant but it underscores the importance of keeping local citations current.
3. Customers Can Find Your Business More Quickly
Beyond the need to keep major search engines happy, having updated local citations just provides users with a better experience. In seconds they can search for your business and without having to click on anything then can find your address, phone number, and opening hours. Thorough citations reduce the friction between the customer finding your business, going there, and making a transaction.
4. Earn Priceless Google Reviews
To ensure the businesses that offer the best experience and service rise to the top, Google now lets the public write reviews and give ratings. Getting your customers to write to post 5-star reviews and leave positive reviews of their experience with your business shows Google that you’re real and consistently offering a great service. Getting enough of these will help your rankings when combined with local citations.
How SEO Marketing Affects Your Sales Funnel
The answer to this question is simple: it affects the quality of traffic you receive, which, as a result, can have an impact on the conversion rate of your website. If your site doesn’t rank well for its target keywords, then chances are that fewer people will be visiting it. This means they won’t see the products or services you offer, so there’s less chance of them converting into customers. In other words, bad SEO can actually cause your sales funnel to stall.
What do we mean by stalling?
When we talk about stalling, we’re referring to the point at which someone has visited your website but hasn’t converted into a lead or customer yet. That could be because they haven’t found what they were looking for, or maybe they didn’t find what they wanted. Whatever the reason may be, if they don’t convert into a lead or customer, then they simply aren’t going to purchase from you.
This means that even though they visited your website, they weren’t able to get what they needed, so they left without buying anything. It also means that their visit was wasted, as they didn’t come back again later. The bottom line is that if your website isn’t ranked high enough for the keywords that your business uses, then you’ll struggle to attract new leads and customers.
The sales funnel is made up of four key stages – awareness, interest, decision, and action. Good search engine optimisation will improve your sales funnel at all of these levels.
If you want more visitors coming to your website, then you need to ensure that your brand name appears high up in Google results. This way, when someone searches for your product or service online, your website comes up first.
Great online visibility will create greater brand recognition because you’re taking up more space on page one of the search results page for keywords that you want to be found for.
So if you want to increase your sales, you need to make sure that your brand name is appearing higher than your competitors’. This is where keyword research comes in as it allows you to find the exact audience to target.
When someone is interested in purchasing a product you sell or buying from your brand directly, you need to ensure you rank for branded and product-related keywords.
For example, let’s say you run a company selling shoes. You might want to use keywords like “shoes” or “running shoes”. However, if you only focus on generic terms like “shoes”, you’ll miss out on a lot of potential customers.
Instead, you should look for phrases such as “men’s running shoes”. These are much more specific and will help you reach the right audience, meaning you’ll be able to do the same.
You can use tools such as SEMrush to find out exactly how many times each keyword has been searched over time. This will give you an idea of how competitive the market is for each phrase.
At this stage, your SEO needs to be geared toward having a fantastic website and a good amount of reviews. At the decision stage, it is these elements that will set you apart from your competitors. You should also focus on content and look to create great product descriptions, answer questions, and anything else that could persuade a user to purchase from you. If you have a review section on your site, try to include lots of positive ones. These reviews are user-generated content and can be analysed by Google as they crawl your site and help improve your rankings.
Here is all about getting the user to complete the action whether it’s signing up for a newsletter or making a purchase. If your site isn’t optimised it will be slow, not load properly, and may crash altogether. So make sure that everything works well before asking people to sign up for any mailing lists or buy products.
SEO and the user experience (UX) are now one and the same thing. A poor UX means shoppers won’t feel comfortable filling out forms or clicking through pages which will make all your SEO efforts up to that point completely useless. They’ll then leave without completing their purchases. This is why it’s important to optimise your site so that it loads quickly, looks professional, and is easy to navigate.
Why Our SEO Strategies Are So Effective
At Embryo, it’s all about ensuring an effective mix of SEO techniques and strategies that can keep pace with Google’s ever-changing algorithm. Liverpool businesses, to be successful online, need to have a website that’s optimised on the front and back end. In this stacked world of internet marketing, there are so many elements that need to be optimised for a site to be deemed worthy by Google – from the mundane to the more exciting. By choosing Embryo, you can get it all, from building links and other off-page SEO strategies to web development, social media marketing, and web development.
We’re just as happy with the mundane tasks as the exciting ones – we love getting stuck into a new website and taking its temperature via periodic health checks, which look for crawl anomalies, and aiding clients by emphasising Google reviews, which are essential for local SEO tactics. In summary, and unlike some Liverpool SEO agencies, our strategies are comprehensive and combine innovative, fresh material with the boring, but essential, work required to keep your website on top. You simply cannot have one without the other if you want to reach a greater target market.
Take Advantage of a Complimentary 30-minute Consultation.
Our sales team is eager to demonstrate how Embryo can assist you with achieving your online objectives, whatever they may be.
Here's What Happens
- Detailed research by our SEO team: The research phase involves an audit that consists of our SEO specialists manually checking 159 separate points. At the same time, we’re compiling a detailed report filled with keyword research and analysing Google Analytics for opportunities and potential search audiences. As if that wasn’t thorough enough, we utilise AI-driven content-scraping software that lists the ontologically relevant phrases that your competitors use, allowing us to sound like industry leaders on your behalf from day one. Your SEO Liverpool campaign can be split into two, when it comes to search competition: your competitors that have better ranking positions for the keywords you want to target, and businesses from other sales channels that you compete with over organic ranking. Our 30,000-foot view of your sector puts our team of experts in a perfect place. Through on-site and off-site work, we’ll create a perfect platform for your Liverpool business to achieve SEO success.
- Technical SEO: This term is just a fancy way of describing how you improve the ways in which Google scans and crawls a website. The technical SEO phase isn’t the most exciting but it’s absolutely essential if you want search engine success in Liverpool. Thanks to years of experience, our team of professionals have found that this stage essentially undoes a lot of previous errors. Tech SEO – as it’s shortened to – will involve fixing broken links, setting up conversion tracking, improving Liverpool SEO ranking factors, checking indexed pages and making any necessary HTML or metadata changes. These small changes add up to a huge amount and allow Google to understand the theme and context of your pages much better.
- Content creation: Content and SEO are at the same time separate things and completely intertwined. Go onto any successful website that ranks for competitive keywords and you’ll, more often than not, see ontologically relevant copy. We’re brave with content here at Embryo – we will mastermind exceptional long-form content that helps your business establish itself as a leader, be it for product pages, homepages, key service pages, etc. We champion long-form content because of the flexibility it affords us to optimise the way your website is linked and understood by Google. The proof of this bold approach is in the pudding – when our Liverpool SEO clients see just how smoothly their rankings for industry-related terms and phrases can be improved, they are often blown away by the results.
- Building and earning the strongest backlinks: Once your content is established, it’s now time to turn to clever link building campaigns. In SEO, backlinks are like currency. Unfortunately, even people who have never heard of Liverpool SEO companies have negative connotations about backlinks. Spammy low-quality practises, such as link spamming, have dogged this valuable discipline, but Google has thankfully seen the light and now makes it much harder for these black hat SEO practises to prevail. Here at Embryo, our link outreach practises are based on our Digital PR service, and we’ll only ever offer quality assets to link to on a client’s site.
- Stunning workflow management: A lot of digital marketing Liverpool agencies don’t really talk about the way they work as a positive thing to promote. However, our Operations Manager Cicely has built a workflow management hub that allows us to show clients exactly how much time we have spent on different pieces of work. Our teams are able to use Notion, Slack and Gmail to plan work in minutes – whether it’s optimising imagery by tweaking alt-text, working on citations, adding relevant links to content, or improving the Google My Business profile of the client. This structured approach captures every action and ensures transparency across our Liverpool marketing services.
- A monthly agency report: The monthly reports we create on your behalf do away with long-winded explanations, acronyms, and jargon. Instead, they are filled with easy-to-read charts, graphs, and bullet points. In a minute or two, you’ll have a complete picture of the month’s SEO service, as well as any other marketing services you’ve signed up for. Our transparency ultimately makes reporting easy for us, and valuable for you.
How Organic Search Optimisation Builds Trust and Authority
We often get asked “Why is SEO important?” and our answer is simple. You could have the nicest looking website with a great user experience, but if it can’t be found via key search terms or doesn’t appear anywhere on page one of the SERP at least, then you’re essentially invisible. In fact, you’ve got more chances of doing business by handing out leaflets on the street to strangers.
Good SEO is about taking a fresh approach to being found and becoming discoverable – at its heart, it’s about building trust. Once you’ve built trust, you’re more than halfway to having a high-authority website. To achieve this level of credibility and authority, there’s a great deal of work, and time, that needs to happen. Work, such as achieving the strongest backlinks possible, creating optimised content, and promoting positive user behaviour by mapping out a salient site structure, is essential. By achieving authority through these methods, your site is going to rank well in 2021, 2022, and beyond. Achieve that authority and your potential customers are more likely to trust your brand from the minute they land on the page.
A lot of businesses are fearful when they hear Liverpool digital marketing agencies, such as Embryo, say that the results from search engine optimisation services will take 6 months to a year to have a solid impact. But, and this is important, achieving solid organic positions for search terms is the most potent online advertising technique available. If you want your SERP rankings to reach their peak, you need to think long term, and if other Liverpool-based SEO agencies tell you differently, they’re lying.
Our Detailed Strategies Are Technical at Their Heart
Technical SEO encompasses a lot of different factors such as structured data markup, site architecture, page speed, sitemaps, and 301 redirects. All of these things, and many others, need to be optimised and ticked off the list before a site can be palatable. While we’re not backwards in coming forwards when shouting about our search engine experience, we’re also passionate in our desire to learn about new methods and ranking factors.
All this is to say that we’ll prepare a website that can be crawled by search engine bots easily and quickly while still understanding exactly what each page is about and what it’s trying to say. This technical work that our internet marketing agency team does will form the bedrock of your search marketing campaign and ensure you rank on Google, Bing, Yahoo, and other such search engines. All this allows successful site architecture, offsite digital marketing strategies, inbound links, and social media campaigns and social media platforms to work far better because you’ll be working from a strong platform – a fully optimised website.
This technical work starts with the 159-point audit that we mentioned earlier. This allows us to see what is working well, what isn’t working, and what needs to be changed from what previous search engine optimisation agencies in Liverpool did. Some web pages may require just a few changes to meta titles and meta descriptions, and maybe some image optimisation. Others may require whole pages to be rewritten, with the addition of fresh, optimised content that answers long-tail search queries, help with caching and site speed, and the reduction of CSS and HTML code to make it easier for search bots to understand the context of the pages in greater detail.
Our technical search work is all about looking at the end goal – increased organic traffic – and working backwards. We start with the audit, determine the techniques we need to implement for an effective SEO campaign and, then, set to work creating new content and applying site fixes. Before long, your rankings in the search engine results page (shortened to SERP) will start to improve, which we will monitor in Google Search Console, and enhance as we continue to develop your strategy in time.
The On-Page and Off-Page Tactics We Deploy:
- White hat SEO metadata elements such as titles and descriptions will be created that are solid and well optimised.
- For your link building campaigns, we won’t just scour the bottom of the barrel for 2nd-tier backlinks, we’ll create beautiful content assets that will be used by sites with exceedingly high domain rankings.
- Keyword placement is important in content, of course. But, further to that, search engines are reading sites that have greater ontology (a catch-all term that describes the words and phrases that help the keywords to rank) throughout the content. It’s this ontology that proves to search engines that your website has been written by an industry expert.
- Our specialist Digital PR team has a (figurative) little black book backed with bloggers, journalists, influencers, and website owners that love the content we send to them on behalf of their clients. Hosting this on their sites earns our clients those precious content backlinks.
- We’ll scour the relevant pages on the site and plan out the creation of long-form content – our aim is always to add two, three, four, even five thousand words onto a page. This method is the most effective for those small to medium-sized businesses to dominate major sectors, beating larger competitors through their SEO performance.
- We’re very comfortable writing guest blog posts on your behalf and can outreach these to authoritative sites to increase your online visibility.
- Bloated back-end HTML code can really hamper a site. We’ll work through the pages and shed that excess bloat so all that’s there is the content itself.
- We’ll work internally to create newsworthy campaigns that get picked up by newspapers and bloggers across the country. This kind of work helps us get you mentions, links and more qualified traffic to your site.
- Internal linking helps a website’s organic position because it allows spiders and bots to understand pages within the context of others. Further to this, it also increases the chances of users staying on your website longer by clicking on these links and reading content on other pages. We’ll put selective, journalistic-style linking through your content, not just at the top of the navbar.
- On a monthly basis, we’ll outreach to employers of various publications and speak to them about the kind of content they’re after. Feeding that demand is a sure-fire way of getting your business out there.
What Are Our Strategies?
- We’ll look at the servers that host your site and identify any issues within those that may be causing on-page and off-page issues. These issues include speed issues, poor compression technology, and content delivery networks not performing well.
- Site speed is crucial and we ensure we make a website load as fast as possible. We’ll include checks such as Time to First Byte (TTFB) and review the number of internal and external requests that are being made.
- Creating sites that are easy to navigate is not only helpful for the user but also for Google’s bots, which are tasked with scanning your website in order to rank it – this means making clear sitemaps is one of the best ways to improve your ranking and thus increase your organic traffic for Google, Bing, Yahoo, etc. Similarly, we’ll create a strong taxonomy so your website is laid out beautifully – we start from the homepage and then branch out to key service/product pages, with a goal to create a pyramid-like site structure.
- We’ll ensure that sitemaps are up to date with the latest content and have the correct markup. By leveraging Google Search Console and Google Analytics, we can discover which pages are indexed and being read correctly.
The Tools We Use
Any SEO agency in Liverpool worth their salt will of course use a broad selection of tools and software to deliver for their clients. Here at Embryo, we’re no different. Our selection of tools has changed dramatically since we were founded back in 2015, and thanks in part to our Head of Innovation James Welch, our teams are constantly trying new products so that we’re all ahead of the curve. Doing this allows us to monitor, in more granular detail, metrics such as organic visibility, the type of pre-qualified leads going through a client’s sales funnel, load time, and content backlinks.
The two main tools we use are Ahrefs and Screaming Frog, both of which are used frequently by SEO agencies. The former – Ahrefs – is a keyword analyser tool that allows us to track domain rankings, number of backlinks, organic traffic value, and identify opportunities to write content that competitors aren’t creating. The latter, Screaming Frog, is an SEO spider tool and assists us when we’re carrying out SEO audits. Screaming Frog crawls websites for us and lets us know of any major issues that need fixing. It saves us hours of research and crawling, and we’d bet there’d be a small riot if we were to get rid of it!
Google’s suite of analytical tools also features heavily in our work including Google Analytics, Google Search Console, and PageSpeed Insights. For the latter tool, one that is becoming increasingly important as Google, Yahoo, and Bing value site speed more than ever, we are aided by Batch Speed, which allows us to test multiple pages at once. The great thing about both Batch Speed and PageSpeed Insights is that they test desktop sites and mobile sites, and as any SEO Liverpool agency knows, having a mobile-friendly site is absolutely essential.
More recently, our team has heavily invested in SE Ranking, which provides us with a completely holistic SEO analysis tool for our clients. This includes things such as visibility, XML sitemap files, linking to sites, and viewing which links point to sites with ‘nofollow’ attributes. We’re also able to showcase our work to clients more effectively because SE Ranking uses a snippet crawler, search index statuses, and even future SEO potential. It’s this deeper level of analysis that allows us to build granular strategies and plan ahead more effectively for our range of clients.
When we want to take a look at a site’s current performance, we use SEMrush. In minutes, SEMrush flags any errors that can be fixed, in order to improve organic performance. For instance, for errors such as incorrect heading tags, poorly formatted images, incorrect internal links, and any more technical SEO work, SEMrush enables our team to gain an intimate knowledge of a site in a matter of minutes.
What Is a More Important Marketing channel: SEO or Social Media?
Social Media Marketing (SMM) is a form of internet marketing that involves using social networking platforms like Facebook, Twitter, Instagram, LinkedIn, YouTube etc. to promote your brand. SMM helps businesses connect with their customers online, thus improving customer service and increasing sales.
SEO is the process of getting free organic traffic on the web. You can do this through various methods, including writing high-quality articles, building relationships with other relevant bloggers, and developing a solid website platform.
A lot of conversations about digital marketing tend to revolve around having either one channel or another.
“If I invest in SEO I cannot possibly think about spending money on social media as well, surely SEO should be enough for my business to succeed?” they’ll say.
In a way, it’s true, but it’s just not a thought that is reflected in the buyer’s journey. A multi-channel strategy involving SEO and social media is the surest way of increasing sales, leads and revenues. By investing in multiple services you’re more present along the buyer journey and will attract more attention from customers. Broadly speaking, people take a good few weeks to make a decision on a purchase.
Here’s a typical example of a buyer’s journey:
Something occurs that requires them to consider purchasing a new product. For this example, let’s say they want to purchase a new laptop. They may start at Google, as most journies do, and search “Best laptops under £500” or “What is the best laptop for university?” – they’ll read a blog post or two and learn about some features that might appeal to them. This is where your long-form organic content comes in because you’ll be ranking for those informational keywords that appear at the beginning of the journey.
Once they’ve done a bit of research, they may put their search on hold, scroll through their social media channels – be it TikTok, Instagram, or Facebook – and see your beautifully crafted adverts that advertise the very product they are looking for. This is where your social media strategy comes in alongside your SEO work.
This cycle of exploration and evaluation may take months and it’ll take just one trigger for that audience’s intentions to change from evaluating to purchasing. If you’ve invested enough in a multi-channel strategy – including SEO and social media – the theory goes that you’ll have been at the front of your customer’s minds throughout their buying journey and will thus be their preferred vendor when they want to purchase, in our example, a new laptop.
The question, then, shouldn’t be about which marketing channel you choose but how many your budget can allow. Multi-channel campaigns should be the default, it’s the most effective way of benefitting from the complex, non-linear buying journey that audience’s in every industry go through.
All of this is summarised in a document created by Google themselves in July 2020 called: “How people decide what to buy lies in the “messy middle” of the purchase journey.” In it, they talk about the Messy Middle which is the term used to describe the non-linear, complex buyer journey. It looks to better explain and understand how shoppers process information through their buyer journey and how that influences their buying decision.
We Love Long-Form High-Quality Content, and Here’s Why
Any Liverpool SEO firm will spend time talking to you about the techy side of SEO, algorithm updates, and other aspects of SEO such as on-page optimisation strategies, indexing, keyword density, and Google My Business. And, while all of these are important – they really are – a lot of organic search agencies in Liverpool will shy away from the most organic thing you can do on Google – write long-form content.
Our SEO packages here at Embryo put content at their heart, and we never apologise for that. After all, what is more natural than crafting thousands of words and imparting genuinely technical knowledge about your sector? It’s naturally going to be unique and is going to score you a lot of points with Google, whose sole purpose is to find the best answers to users’ questions. As you can see on this page, there is content filling every inch of it, it is filled with keywords and other ontologically relevant phrases that position us as experts in the eyes of search engines (and you, hopefully!). This structured approach around content is a fantastic example of white hat search engine optimisation and is the purest example you’ll come across, in your search for an SEO agency in Liverpool, of the power of content.
It brings a smile to our faces when speaking to new clients who very often gasp when we casually suggest adding thousands of words to different pages on their site each month. But when they see the results, they soon become just as nerdy about content as we are! We’ll often be questioned about all this, usually it takes the form of “What is long-form content and what are the benefits for my site?” Our answer is typically this:
“More content allows you to target more keywords that you want to be found for, which will increase traffic from search engines, improve your search rankings, and boost your online presence.”
If you have the opportunity to work with an organic agency in Liverpool that is offering this service, our question is “Why aren’t you taking advantage?” The number of businesses – in a huge range of industries – that are refusing long-form content means that the opportunity to dominate your sector’s online real estate is very real and very achievable. Regardless of site speed, load times, and metadata, unique, fresh content will forever be the most Google-friendly thing you can do.
When you boost a website with content, it becomes so much easier (and fun!) to optimise. Yes, we’ll do all the other top-level stuff such as backlink analysis, internal links and load time, but any Liverpool-based SEO agency can do that. What makes us at Embryo different is that, no matter how niche your sector may be, we’ll always find relevant content to suggest!
What Is Image Optimisation in SEO?
Image optimisation is one of the many ways in which you can get better visibility on Google. If you’re using images on your website or blog, then you need to make sure that they are optimised correctly. In fact, if you don’t have an image optimiser tool, you could even end up getting penalised by Google.
Behind an image is a multitude of different ranking factors. In our experience, most people just throw images on a web page, check they look ok (some don’t even do that!) and crack on with the next job, unaware that those very same images are affecting the pages load speed, online visibility, and user-friendliness.
One of main ways to optimise an image is through its file name. This is an easy and fast way to optimise your page that takes no time at all. Having a filename like ‘Shutterstock 1838193.jpg’ is completely irrelevant to the content on the page that it is sitting next to. By keeping the filename like that, you’re failing to show to Google the link between the image and the content on the page. Instead, you should always optimise your image and relate the title to the content. Ideally, you should include your target keyword in the file name.
As well as file names, alt-text is another key element of an image that may not be immediately visible to the user but is vitally important if you want your page to be effectively crawled by Google’s bots. Alt-text was originally designed for visually impaired people who would have the image described to them by screen readers.
Alt text example: <img src=”green salad.gif” alt=”A green salad”>
In the event of your image not loading the alt text will replace where the image would be. To ensure your image is optimised to the fullest extent, your alt text should be as descriptive as possible without including any spammy keywords. Good alt text is the equivalent of you describing an image to someone who has never seen it before and then them having a good idea of what it is by the end of your description.
With alt text try to avoid overly long descriptions and use phrases such as “A picture of…” or “An image of…”. In the above green salad example, we could improve on it by saying something like “A green salad containing rocket and spinach.”
Google also uses this information when crawling a web page. So, even if you don’t think you need to use alt text, it’s still worth doing because it helps Google crawl your site more easily.
The final thing to mention about optimising images is that you should only optimise images that are actually used on the page. If you’ve got lots of images on a page that aren’t being used, then you’re wasting your time. You should always keep images that are relevant to the content on the webpage.
How do I know if my images are optimised?
This is a great question! There isn’t a single answer to this question because there are so many aspects to consider. The best way to find out is to go to Google Images and search for your website. As soon as the page loads up, you’ll see a list of thumbnails of each image on the page. Clicking on one of these images will take you directly to the source. From here, you can view the original source code. Take note of the file name, size and dimensions of the image. These details will help you determine whether the image is being used on the page and how much space it occupies. If the image isn’t being used, then it probably doesn’t need to be optimised.
Our team of Liverpool SEOs will help you optimise your images so that they display well on mobile devices, desktop computers, tablets, TVs etc. They’ll also ensure that the file size is small enough to not cause issues with loading speeds and that the files are optimised for the device type.
This should mean that your images look great on all platforms and devices, without having to worry too much about them looking out of place on a particular platform or device.
In addition to making sure that your images look good on all platforms, we’ll also make sure that they rank highly in search engine results. That way, anyone searching for something related to your business will be able to find it easily.
Why Work with Embryo over Other Liverpool SEO Agencies?
Results are our obsession. While internally we’re Content, SEO, PR, and PPC nerds, we know that for you and the business you’ve worked so hard to build, the bottom line is, well, the bottom line. If we’re not growing your revenue base or hitting your other KPIs, then we’re not doing our job – that’s just a fact.
This fact is why we specialise in lead generation and simply find the most effective channel in your industry in which to do that. We’ll utilise high-quality content, social media advertisements, pay per click campaigns, and web design to improve your paid and organic performance to increase visibility, leads, and sales.
We get it – all this digital marketing business can seem like, to coin Matthew McConaughey’s line from The Wolf of Wall Street, a fugazi. So, if you’re in the internet wilderness or have no idea about the effective SEO strategies available to you, then give us a call – we’ll show you that you can win more business and stand out from those competitors who haven’t given it a thought (spoiler: it’s always way more than you think).
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Why Use SEO Agencies over an In-House Team?
Ten years ago, hiring an in-house expert to work on your search rankings and visibility may have worked. But that was then, and this is now. In a world where consumers can be found on more and more channels – from TikTok to SERPs to LinkedIn – the need to leverage the intimate knowledge of all these platforms is essential.
This is something that can only be found in a multi-disciplinary search agency such as Embryo.
That’s not to say we don’t empathise with people’s decisions to go in-house – after all, that person is right there, and you can see what they’re doing day after day and keep them in check.
Ultimately though, people – or persons – can only do the amount of work they can do. With an agency, you have access to 20, 30, 40 (in the case of Embryo) people whose sole job is to work on your account.
They impart their extensive experience to your site on a daily basis – one or two in-house marketers cannot replicate that, never mind the overall cost of hiring them!
Hiring an SEO agency in Liverpool is the best use of time, money, and resources – it’s that simple. Here are some further thoughts on this age-old debate:
Hiring an in-house team costs thousands: Hiring people, as you know, costs a lot of money – according to some sources, on average it can be as high as £50,000 in the first year of employment (that’s working on the assumption they are on a £27,000ish salary). In contrast, working with an agency involves paying what you can afford and receiving a certain number of services in return. More investment equals more work of course, but even the top-end clients still only pay a fraction of what they would pay had they hired an in-house team. Working with an agency rather than going through the often laborious process of recruitment gives you access to people with multiple skills and talents who can get to work straight away, pretty much.
Good agencies (e.g. Embryo) work to understand your business as well as your in-house team: Sure, hiring one or two people will mean they get to know your culture, but that alone may take months and months. A good agency will spend time getting to know your business and will, over time, become a secondary branch of your business, especially if you work with one that has transparent communication that is personal, such as Embryo. Further, your fictional in-house team may become fixated on your own campaigns, and thus fail to appreciate the wider SEO industry and the ever-changing demands that need to be satisfied. At Embryo, we see what others don’t, and because we work on other campaigns and clients, we’re able to discover new things that work, and give you the edge, quicker than most.
We’re more flexible than having to scale up your own team: Recruitment is a tough business and one that we don’t envy anyone having to do. Not only is it difficult to find that perfect hire, but it takes time. If your business is experiencing rapid growth, time is not a luxury you have. Working with an SEO company in Liverpool means you can scale up, or down, the level of service we provide at a moment’s notice.
Your Search Queries Answered
What Is SEO?
Search Engine Optimisation, or SEO, is a term used to describe practices that help a website perform better on search engines. Thousands of websites upload content and new pages onto their sites every single day in an attempt to rank highly for keywords. The effect of this is that the competition to appear on page one – ideally position one – of any given search engine results page is incredibly high. This is why businesses or individuals need to carry out SEO strategies to ensure they give themselves the best possible chance of ranking for keywords that are relevant to their industry.
What Does SEO Stand For?
SEO stands for Search Engine Optimisation. The term attempts to sum up the myriad of practices and techniques one can use to optimise their website for search engines. The ultimate goal of these efforts being: to develop a website that boasts a good online presence and that features on page one for the relevant keywords that are being searched by a given target audience – one that would be willing to pay for those products and services. In marketing, SEO is a term that is used on an almost hourly basis and is a catch-all phrase that means a whole host of things. It could mean a whole department, the SEO team, one job role, an SEO executive, or be used to describe some work that’s being done, “She’ll be carrying out some SEO work on the site”.
How SEO Works?
SEO works by taking a piece of content, blog, or the entire website and carrying out either technical or stylistic changes that will help improve its rankings, once Google’s crawlers – sometimes known as spiders – go through the page.
There are literally dozens of different things you can do to improve your SEO – from removing bloated code to reducing the size of images. Getting SEO to ‘work’ involves knowing which technique to use in that given circumstance.
It all boils down to this – search engines want to give their users the best possible experience so they will reward sites with high rankings. Therefore, practising good SEO is the fastest way to achieve those high rankings because, if done right, you’ll have the most optimised websites that provide the best answers for users.
How Can I Improve SEO?
Improving your SEO is entirely circumstantial and based on your own individual circumstance. In a lot of cases, what works for one site or piece of content won’t be right for another. The best way to achieve a strong SEO score is, of course, to integrate best practices as early as the creation/building phase of your website. By weaving in elements such as strong internal and external linking, adding in your target keywords in the appropriate areas, and having strong alt text on all your imagery, you’ll stand a good chance of having good SEO from the start.
If your website already exists without having implemented SEO best practices, not to worry! Your score can always be improved. To improve existing SEO, run audits using sites such as Sistrix, Ahrefs, and Google’s Core Web Vital programmes to get a better understanding of where you need to spend your time. This will ensure you improve your website’s SEO in the areas that need it most.
What Is Local SEO?
Local SEO refers to the practice of making sure that your website is optimised for the area in which you are based, or where you’d like to do business.
Things such as mentioning the local areas in the content and earning backlinks from sites that are already doing well online in that area – for instance, from a local newspaper’s website – are all local SEO techniques.
For businesses, in particular, local SEO can be very cost-effective. If that company isn’t interested in being known nationally, they can save money by focusing their SEO efforts on just their local area. This is often cheaper because you’re not having to spend as much time or money on expanding your website or online presence to audiences you have no desire to market to.
What Is Technical SEO?
Technical SEO is a type of optimisation that mainly focuses on the backend of a website or piece of content (the ‘backend’ is a term that refers to the behind-the-scenes parts of a website that the user doesn’t see).
Technical SEO can be more complicated, but it’s very, very important in ensuring your site runs smoothly and is optimised. The overall goal of technical SEO work is to make the scanning, indexing, and crawling process easier for search engines, which, in turn, should see your rankings increase. This is because search engines can see more quickly and efficiently that this is a well-optimised website.
This subcategory of SEO deals with the architecture of a website including things such as the URLs, sitemaps, page schema, site navigation, and page speed.
How Much Does SEO Cost?
There’s no one answer to this as it depends on a number of factors. Firstly, it depends on whether you want to carry out SEO work in-house or hire an external company – such as a marketing agency – to do it for you. If it’s the former, you have to think about recruitment time and hiring costs before you can even start to contemplate the work you want that new SEO employee to do. If you choose the latter and use an agency, the cost will vary depending on the company’s rates and your budget.
For the latter option, most organisations work on an hourly rate meaning that your investment of X will be worth Y in terms of hours that the team will work on your website. More investment means more hours which means work gets done – the theory then goes that your results will be quicker. However, it’s vital to stress that SEO is a long-term type of marketing, you should expect results in at least 6 months.
To give you a rough idea, our SEO team believes a £4000 a month budget is a good starting point, one where you can expect results in 6 months or so.
How Do I Do an SEO Audit?
An SEO audit is a good way of finding out the state of your online performance. A good SEO audit will help you know what needs to be done to improve your presence. It needn’t be hundreds of pages long; in fact, the best audits will communicate a clear list of to-dos. To do one, it’s a good idea to use a site such as SEMrush, which can run audits on any website – be it yours or a client’s. Once the site crawl has finished, you’ll receive a report that displays the findings of the audit. You can also utilise web analytics services, such as Google Analytics and Google PageSpeed Insights, that will tell you how fast your site is.
What Is On-Page SEO?
On-page SEO describes the user-facing elements of a website that need to be optimised to ensure that it performs well. While technical SEO focuses on the architecture of a site, on-page SEO is about making sure that the visuals and content are optimised.
On-page SEO is as important as the technical aspects because if you don’t have content that features relevant keywords and phrases then your organic visibility and traffic will be nowhere near the levels you need it to be to increase revenue or leads.
When undergoing on-page work, you’d expect to make sure that headers, H2 and 3 tags, title tags, meta descriptions, and other things all featured the target keyword(s) the appropriate amount of times. This is so that the user and search engines can understand what this piece of content – be it a service page or a blog – is about and rank it for the appropriate keywords.
What Is Off-Page SEO?
Off-page SEO is a term that refers to the practice of doing things that aren’t on your website in order to help boost your rankings.
Backlinks, for example, are probably the most prominent type of off-page SEO practice. Backlinks are simply when another website owner links their site to yours. These links can boost your site’s perceived authority by Google through website association, which can ultimately boost SEO. Links to your site from authoritative websites are incredibly powerful and can really be the difference between position one and position two rankings.
Other off-page tactics include practices such as guest blogging, working on your social media profiles by putting out regular content, leveraging influencers, and getting brand mentions in other types of media.
Off-page and on-page SEO practices are both very important and need to be done together, at the same time, for them to be effective. Done right, together, you can expect long-term website success.
How to Find Keywords for SEO?
Keywords and SEO go together like Liverpool and The Beatles – they’re inseparable. Without knowing which keywords you want to rank for – be it ‘men’s shoes black’ or ‘first-time buyer mortgages’ – the SEO work you do won’t really be for anything. You’re essentially just throwing something out there online without any real direction.
Any good SEO campaign will involve keyword research at the start. Platforms such as Ahrefs, Sistrix, SEMrush, SE Ranking, or Google Analytics are all good places to start and will help you find the right keywords to target. Start by typing a small, relevant keyword in – something broad such as ‘insurance’. From there, you can start to find the variations of those keywords, such as ‘tradesmen insurance’ or ‘what’s the best insurance policy for my small business?’, that are shorter, longer, more relevant to you, with different intents behind them, as well as different search volumes.
What Is an SEO Specialist?
Of course, the clue’s in the name – an SEO specialist is someone who has enough years of experience in the world of SEO to have garnered the right level of knowledge and skill to be able to class themselves as an expert in the field.
Day to day, SEO specialists will help to strategise, plan, and develop on behalf of their organisations or clients. They will draw on experience and tactics to help them achieve their goals – be that increased rankings, driving more traffic to the site, or both!
By doing these things, SEO specialists will help open new business growth opportunities for revenue and brand awareness.
What Is SEO Consulting?
SEO consulting is where a person, often external, comes into a business to consult, advise, and explain SEO tactics and strategies.
Essentially, they are paid to impart their knowledge and expertise with the goal of helping the client to achieve their aims.
As with a lot of consultancy work, the SEO consultant won’t necessarily carry out the work – they’ll just provide guidance on what should be done, and then it’s up to the client to decide how to go about it.
SEO consultancy can often be a more cost-effective way of learning about a topic that will help a business because they don’t have to spend money on recruiting and hiring someone permanently. An SEO consultant will assess the level of work that needs to be done to achieve the goals requested – this allows the business to better understand the level of SEO investment they need to make should they wish to optimise the visibility of their website.
How to Choose Keywords for SEO?
Choosing the right keywords is essential if you want to be successful online. Not only do you want to be present online, but you also need to make sure you’re being found for the right thing! For example, it’s useless for your website to be ranking for keywords that relate to window cleaning if you’re a business that sells refurbished laptops!
You should look to choose around 12-20 target keywords of varying lengths and search volumes. Having short and long-tail keywords that cover different audience intents will allow you to tailor your content in ways that attract and cater to the various audience types potentially looking for your product or service.
The aim is to rank for as many keywords that are relevant to your industry as possible.
For instance, an example of a long-tail keyword phrase would be ‘what are the best running shoes for beginners?’ – for this target keyword phrase, you could write blogs that look at the best running shoes for beginners. Through this content, you’re answering this question without pushing a hard sell – you’re responding to the intent.
Carry out the same practice for all the other keywords, tweaking the content accordingly, and you should, with enough work, begin to get indexed for these terms.
How Can I Improve My SEO Rankings?
There are many ways to improve your SEO rankings. You could invest in earning high-quality backlinks from authoritative websites. You could work on creating reams and reams of content by way of blogs or on-page content. You could also run site audits, remove bloated code, and refine the site architecture so the website loads quicker.
These are just some of the most prominent examples, but there are dozens more. Improving your SEO rankings, however, will come down to what works for your business or website at that current moment. There is no ‘one-size-fits-all’ approach to improving rankings. Proper, thorough research is needed for you to discover which SEO tactics are needed to improve rankings.
What Are SEO Services?
With over 200 factors determining how highly you rank on search engines, SEO services are considered as important as sales and other crucial teams.
SEO services involve a multitude of techniques, plans, and practices. Essentially, however, the point of SEO services is to improve rankings for keywords, terms and phrases that are going to bring your business more leads, traffic, and, ultimately, revenue.
Divided across on-page, off-page, and technical SEO, SEO services include things such as audits, local SEO, e-commerce SEO, work on Core Web Vitals, as well as content creation for websites.
Digital marketing agencies in Liverpool, that offer SEO services, will start by comparing your online performance to your competitors. Once that’s established they’ll then devise a 6-month to a year-long strategy that will provide greater online search visibility and return on investment.
How Long Does It Take for SEO to Work?
SEO is a long-term marketing strategy – there’s no denying it. At a minimum, businesses shouldn’t expect to see any real effects of their SEO to take place until at least 6 months down the road, whether they are operating in-house or using a marketing agency. This estimation is on the assumption that they have a good £3,000-4,000 monthly investment or at least two full-time SEO executives working on their website. For those investing less, the results may take longer as less time is being spent on the account.
The reason for this length of time is because of the sheer amount of content that gets uploaded to the internet every minute and the time it takes for pages to be indexed, crawled, and ranked. To put it in perspective, more content has been added today than there was in the whole of 1996. When you have that in your mind, it’s easy to understand why things take so long in SEO. Once your website is established though, there is no more potent way of generating business than being on page one for relevant keywords.
How Do I Use Meta Tags for SEO?
Meta tags are figurative tags that give information to search engines about your website. There are several types of meta tags, and all of them need to be used in order to optimise your site.
Using meta tags is easier when using a so-called ‘out of the box’ CMS, such as WordPress, because it will provide you with specific places to put meta tags – be they H1 or 2 tags, meta titles, or meta descriptions.
You should use meta tags to indicate to users and search engines what the page is and what it’s about. You should always endeavour to include your target keyword in all meta tags, too.
Meta tags are not always ranking factors – for instance, meta descriptions, which are the small piece of copy below the page’s title on a search engine results page, are not used as a ranking factor by Google. However, it’s important that they are optimised anyway as this is one of the few chances you have to engage with users who are scrolling through the search results.
Why Is SEO Important?
Whether you like it or not, SEO is important. It’s important because everyone – regardless of industry – is doing it. Bar a strictly bricks and mortar store, having an online presence and ensuring your website is optimised are the most important things you need to do to attract the right kind of customers. We live in an online world and your business is competing with others for that sacred page one, position one, slot. If you aren’t investing in SEO and working hard to get into these positions for the keywords that are being searched by your target audience, then you’ll simply be overtaken by a competitor that’s happy to invest in their SEO.
To be blunt, it doesn’t matter if you think SEO is important or not. Other people in your industry that offer similar products and services as you are fully aware that it is and are growing their businesses by factoring such optimisation tactics into their budgets. They’ll invest in their online presence and continue to rank highly, earn business, and succeed.
How Do I Write SEO Content?
The best writing is writing which understands its audience. SEO content writing is no different, really. It’s a very specific discipline because, as you’re writing, you’re constantly walking a tightrope. You need to include target keywords, but not too many. You need to keep your audience in mind and make sure the copy is engaging while not disregarding the SEO benefits. Tricky, right?
The key to writing SEO-optimised content is to plan, structure, and do your research. Before you start writing, understand what the competitors that are already ranking for that keyword are writing about. Don’t copy it, but use it as part of your guide and enhance it.
Long-form SEO content in particular is one of the most effective ways to rank for keywords. Why? Well, if you consider that Google is scanning sites to see what they’re talking about and what to rank them for, if you have the most content about a subject, you stand a good chance of ranking well for it. You’re giving yourself the biggest opportunity to rank because you’re showcasing the widest, most in-depth scope of knowledge on the topic.
Is HTTPS better for SEO in Liverpool?
Yes! In short, HTTPS (Hypertext Transfer Protocol Secure) means that all data sent between your site and the user’s browser is encrypted. This means that third parties can’t intercept any information that’s passing between your server and the user’s device. The reason why this matters is that when someone visits your site using a secure connection, they know that everything they send back and forth is safe from prying eyes.
This has been proven time and again to increase search engine rankings. For example, if you were to visit the BBC homepage, you’d notice that there’s a little padlock icon next to the URL bar. That means that the BBC is using HTTPS to protect your browsing experience.
It also means that Google will rank your site higher than other sites that don’t use HTTPS, this is for obvious reasons. When you think about it, Google is always going to prefer, and thus rank more highly, sites that offer a more secure experience for its users because that’s going to reflect better on Google than if they offered up a website that was vulnerable to hackers and scammers. So, even though you might not be able to tell whether or not a company uses HTTPS, it’s still going to help your SEO.