Search Engine Optimisation Catalyst MDC

Search engine optimisation (SEO)

Search engine optimisation is not an activity in isolation, but rather underpins everything we do in digital marketing. Obviously content marketing and website build and optimisation, but also social media strategy and marketing, digital channel set up, and SEM (search engine marketing). The old SEO tricks like link baiting and farming do not work with the current Google algorithms, and ‘in site’ SEO is only a tiny proportion of what needs to be done. SEO is multi-pronged, and a discipline and mindset we follow rigorously, all the time.

  • Keyword research

    Keyword research crosses over between search engine marketing (SEM) and SEO. In the early stages, we use keyword research to drive content strategy and to identify the target keywords for each page of a website. We evaluate the keywords based on a combination of their value and accessibility, and divide them into those we should pay for (SEM) and those we should aim to rank for (SEO).

  • High authority link building

    Typically through an influencer outreach program, as part of social media marketing,  we identify a list of relevant online influencers (importantly with high SEO authority rank) and go through a process of driving backlinks to the site.

  • Briefing and writing copy

    As part of our content marketing service, we often write blogs and copy with appropriate topics, keyword weighting and length for SEO. Where the copy is generated by the client or another third party, instead we write copy briefs, highlighting the keyword requirements.

  • Social signals

    In 2014 google indicated that general social signals do not directly impact search rankings however independent studies show a correlation between highly shared pages and search ranking. The trick is to understand which social activity drives other activity which in turn directly affects ranking. This is a constantly moving feast, and we regularly update our clients as to best practice, as Google changes their policy.

  • Page meta data and technical website SEO

    Optimising meta data for each page of a website is not difficult, but often done quite poorly. It can have a significant impact on not only rankings but click through, which in turn drives rankings. Technical website SEO is very important, and in both cases when assessing existing sites, we specific analytical tools to identify areas for improvement.

  • Best practice for Google

    As part of digital channel set up and social media strategy, properly deploying all components of the Google core ecosystem is an important part of what we do, and unsurprisingly, this yields SEO dividends.

  • Planning, process and reporting

    SEO is a long game, and in our plans we look at tactics to compensate for lack of Google rankings in the short term, such as upweighting SEM, and we are realistic about how quickly a page or a site can build authority against a specific keyword. We use analytics tools to evaluate  competitor websites as well as our clients’, and constantly monitor the relative domain and page authority to ensure we are causing improvements. For clients running their own SEO, we write guidelines and suggest toolsets to help them build best practice into their daily digital marketing.