Happy Koala Search Engine Optimisation Consultants

The Happiest SEO Agency you will find.
We are different because we listen.
Our goal is to make you a Happy Koala.
A happy koala climbs to the top of the tree to get the juiciest Eucalyptus.
When we rank you at the top of Google – you too will be getting the juiciest customers.

What Is SEO?

Search Engine Optimisation (SEO) is the practice of increasing the number and quality of visitors to a website by improving rankings in the algorithmic search engine results.

Research shows that websites on the first page of Google receive almost 95% of clicks, and studies show that results that appear higher up the page receive an increased click through rate (CTR), and more traffic.

How Does Google Rank Pages?

Google™ promotes authority pages to the top of its rankings so it's your job to create pages that become authority pages. This involves writing content people find useful because useful content is shared in blogs, twitter feeds etc., and over time Google™ picks up on these authority signals. This virtuous circle creates strong and sustainable Google™ rankings.

Search Engine Optimisation or SEO is the simple activity of ensuring a website can be found in search engines for words and phrases relevant to what the site is offering. In many respects it's simply quality control for websites. Having said that, if there was ever an industry that was little understood by outsiders it's SEO.

Ask some SEO companies about SEO and they'll try and blind you with science and confuse you into thinking it's a black art. Say to some companies what is SEO and two hours later you'll be none the wiser. Not so here at Red Evolution. We love seeing the light bulb go on when our clients get it. We prefer our clients to not only know what we are doing for them, but why!

Our Search Engine Optimisation Services

Onpage Optimisation

Onsite SEO refers to activities on a website to improve organic visibility. This largely means optimising a website and content to improve the accessibility, relevancy and experience for users. Some of the typical activities include –

Keyword Research – Analysing the types of words and frequency used by prospective customers to find a brands services or products. Understanding their intent and a users expectations from their search.
Technical Auditing – Ensuring the website can be crawled and indexed, is correctly geo-targeted, and is free from errors or user experience barriers.
Onsite Optimisation – Improving the website structure, internal navigation, on-page alignment and content relevancy to help prioritise key areas and target relevant search phrases.
User Experience – Ensuring content shows expertise, authority and trust, is simple to use, fast, and ultimately provides the best possible experience to users against the competition.

Technical SEO Audits

Keyword Research

Content Marketing

Conversion Rate Optimisation

Mobile SEO

Website Design

Offpage Optimisation

Offsite SEO refers to activities carried outside of a website to improve organic visibility. This is often referred to as ‘link building’, which aims to increase the number of reputable links from other websites, as search engines use them as a scoring as a vote of trust.

Links from websites and pages with more trust, popularity and relevancy will pass more value to another website, than an unknown, poor website that isn’t trusted by the search engines. So the quality of a link is the most important signal.

Some of the typical activities include –

Content (‘Marketing’) – Reputable websites link to exceptional content. So creating amazing content will help attract links. This might include a how to guide, a story, a visualisation, news or research with compelling data.
Digital PR – PR provides reasons for other websites to talk and link to a website. This might be internal newsflow, writing for external publications, original research or studies, expert interviews, quotes, product placement and much more.
Outreach & Promotion – This involves communicating with key journalists, bloggers, influencers or webmasters about a brand, resource, content or PR to earn coverage and ultimately earn links to a website.

Competition Analysis

Link Building

Directory Listings

Google Maps Optimisation

Blogger Outreach

Press Releases

Reputation Management

Youtube SEO

Social Media Marketing

Retargeting

Contact our SEO Agency

Happy Koala
3 Brindley Place,
Birmingham,
West Midlands
B1 2JB
United Kingdom

0121 751 7229

support@happykoala.co.uk

www.happykoala.co.uk

How Does SEO Work?

Google (and Bing, which also power Yahoo search results) score their search results largely based upon relevancy and authority of pages it has crawled and included in its web index, to a users query to provide the best answer.

Google uses over 200 signals in scoring their search results and SEO encompasses technical and creative activities to influence and improve some of those known signals. It’s often useful to not focus too much on individual ranking signals and look at the wider goal of Google, to provide the best answers for its users.

SEO, therefore, involves making sure a website is accessible, technically sound, uses words that people type into the search engines, and provides an excellent user experience, with useful and high quality, expert content that helps answers the user’s query.

Google has a very large team of search quality raters that evaluate the quality of search results, that gets fed into a machine learning algorithm. Google’s search quality rater guidelines provide plenty of detail and examples of what Google class as high or low quality content and websites, and their emphasis on wanting to reward sites that clearly show their expertise, authority and trust (EAT).

Google uses a hyperlink based algorithm (known as ‘PageRank’) to calculate the popularity and authority of a page, and while Google is far more sophisticated today, this is still a fundamental signal in ranking. SEO can therefore also include activity to help improve the number and quality of ‘inbound links’ to a website, from other websites. This activity has historically been known as ‘link building’, but is really just marketing a brand with an emphasis online, through content or digital PR for example.

Relevant and reputable websites linking to a website is a strong signal to Google that it might be of interest to its users, and can be trusted to appear in the search results for relevant queries.

Keyword rich content

One of the key tools that search providers such as Google and Microsoft (Bing) employ to determine your rankings are "spiders". A spider is a piece of software that crawls the web in a methodical, automated manner. They browse your website (and everyone else's) to identify the actual copy written on the page along with things like use of key words and phrases. This data is then used to determine the relevance of your site when someone enters a keyword or phrase into Google, Bing or any other search engine.

With this in mind, you need to consider the search habits of your target audience, and ensure that the terms they might use to find your business are reflected on your pages. For example, if you offer physiotherapy services, your website content should include words or phrases that people may search for, such as "massage", or specific problems such as "lower back pain". Remember that text included in images cannot be crawled by spiders, although alternative text associated with the images is, so you may wish to revisit the design of some of your pages.

A useful free tool for identifying your keywords is the Google AdWords keyword tool. This is designed to help prospective advertisers identify the most relevant keywords for their chosen market, but it is also very helpful when writing copy for your website.

Once you have identified your keywords, ensure that they appear in the body of your pages, as well as in the metadata of your page, which is the unseen data that gives the spiders key information about your page. This can either be done by yourself, with a little knowledge of HTML and access to your server, or it can be done by your web designer.

Link Building

PageRank is a number scored out of 10 that is given to your website based on inbound and outbound links, and helps search engines to verify how trustworthy your site is. Linking between sites allows "link juice" to be carried through, so if your site is linked to by a site with a good PageRank, link juice will be carried forward to your site, improving your ranking.

While you cannot generally control the inbound links to your site (and Google disapproves of link farms and other artificial ways of linking), there are some steps that can be taken to improve your PageRank score. Ensure that your site is linked to from your social media content, most notably Google+, and attempt to get listed on free open directories such as DMOZ or professional bodies associated with your market.

Both outbound and internal links are crucial. Wherever you mention a site or a source, make sure these include a reference and a hyperlink. As for internal links, meticulously linking will increase the time spent on your site by the spiders. You may wish to revisit your menu structure, or to insert a quick links footer, which will ensure that each page on your site has a link to all the other pages on it.

In order to determine the PageRank of your site, you can download a browser plugin such as PageRank Status for the Google Chrome browser.

Keep Your Website Fresh

The rate at which search engine spiders crawl your site is in part determined by how frequently the content of your pages change. With this in mind, you may want to create a monthly task to change text, images, or add or remove pages, in order to ensure that your content is regularly updated.

Alternatively, set up a blog on your site and allocate time each day (or week) to write or curate some content that is relevant to your target market. This might seem onerous or daunting, but once you get into the habit it becomes second nature and shouldn't take more than about half an hour a day. For reference material – which should always be credited – use Google Alerts to keep up to date with online content that matches your keywords.

Keeping up to date with SEO

The algorithms used by Google and Microsoft to determine the order of their results are subject to tweaks and improvements as they attempt to deliver ever more accurate search results. As a result, SEO is something of a moving feast and it pays to stay up to date. That said, these basic principles are unlikely to change significantly as they are key determinants of your ranking.

Happy Koala SEO Agency
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https://www.happykoala.co.uk/14-google-ranking-signals-you-need-to-optimize-for-in-2019/
https://www.happykoala.co.uk/a-comprehensive-guide-to-local-seo-in-2019/
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https://www.happykoala.co.uk/why-voice-search-will-dominate-seo-in-2019-and-how-you-can-capitalize-on-it/
https://www.happykoala.co.uk/4-ways-to-optimise-your-website-for-higher-search-engine-rankings/
https://www.happykoala.co.uk/8-ways-to-create-great-content-for-seo-and-people/

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