SEO Agency Bristol

How can our SEO services benefit you?

SEO Services Bristol
  • Proactive insight and advice
  • Strategic guidance and implementation
  • Increased visibility online
  • More website traffic from potential customers
  • More leads and sales from your website

Why SEO is important to your business

However slick and professional your website looks, however competitive your prices or glowing your reviews; it’s all for nothing if you can’t be found online. For most businesses, therefore, organic search represents a huge potential channel of inbound enquiries. This is why Search Engine Optimisation (SEO) is the backbone of so many business’s digital marketing mix.

Competing with so many other websites for a position on page one of the search engine results pages (SERPs), isn’t easy though and many companies and entrepreneurs that try to do it themselves, often fall at the first hurdle. This is because SEO is a mix of disciplines and requires the kind of expertise that can’t be picked up in a few weeks or months.


We are your SEO experts in Bristol


We have the tools, the team and the know-how to build effective and tailored white-hat SEO strategies that fit perfectly with the websites they’re intended for. We never sell off-the-peg solutions and will always take the time to understand your website, your business and your industry so as to better customise our approach for the best results.

Doing SEO is one thing but getting results from it is another. So whatever your budget and whatever your goals, we are always realistic in our assessment of what you can achieve and how long we think it will take to achieve it.

Be Found. Be Superb

We love talking about digital marketing strategy and SEO. Tell us a bit about your business and we’ll call you back to discuss how we can help.

SEO services

Our organic SEO services, tailored to suit the needs or your business, are delivered as a retained service each month. This means you benefit from ongoing implementation, support and advice.

SEO Audit

The bedrock of any SEO strategy is a comprehensive, technical and in-depth review of your website. This is where we’ll start in order to understand how your website is performing and what on-site issues need to be addressed.

Google Analytics & Search Console

The crucial search rankings and visitor data these systems show will give us the insights we need to ensure your SEO strategy is an ongoing success. They also enable us to measure other key marketing KPIs and report to you on ongoing progress.

Keyword Research

We will uncover your competitors most lucrative keywords and find the best search queries to target your ideal customers. These keywords then feed into both on-page optimisation work and ongoing content production, including your blog.

Competitor Analysis

Based on the results of our keyword research, we will then look to research your online competitors in order to understand why they rank where they do and what you need to do to outrank them. This work also feeds into both our content creation and link building activity.

On Page Optimisation

A huge part of the SEO process in the initial stages of the campaign is invariably centred around on-page optimisation. Based on our initial audit and keyword research we will optimise all on-page ranking factors such as metadata, code, image and page load speed.

Content Creation and Optimisation

The development of engaging content that is actually beneficial to your website's visitors, as well as Google, is crucial to the success of your SEO strategy. We’ll make sure your existing content is working as well as it should be and create new pages where needed.

Link Building

Link building is incredibly powerful but also difficult to do right. Using a combination of tactics, including guest blogging, we’ll make sure the links we build aren’t just high-quality, but high-relevancy and from authoritative websites. We always favour quality over automated and ineffective link building.

Google My Business

Essential for local SEO success, we will create and optimise your Google My Business listing, ensuring you have everything from accurate NAP (Name, Address, Phone) data through to plenty of relevant information about your business, photos and GMB posts.

Penalty Recovery

Either accidentally or through the actions of previous poor quality SEO activity it's possible for your website to be penalised. What’s more worrying is you may not even know it! We can assist with the removal of both algorithmic and manual penalties, from toxic backlink removal to duplicate or low-quality content issues.

Client reviews

  • David Watson

    Really helpful and focussed SEO support

    Vanessa George

    We've been using Superb for about 18 months now and during this time have seen significant progress with our SEO results.

    Peter Mitchell

    Consistently high rankings. Premium digital marketing agency. highly recommended.

  • Honney Direct

    Probably the best SEO company out there! Paul has done an Amazing job.

    David Baker

    Paul and his team were really fun to work with! they had some innovative ideas which helped my site gain some great organic rankings.

    Josh Smith

    We saw good results within first few months of working with Superb Digital and are now number one for Removals Bristol on Google.

  • Paul Silcox

    Paul and the team at Superb Digital have done a cracking job, they have helped me build up my business and generate new leads. I have a strategy now and confidence in Superb to deliver on that strategy.

    Richard Woodgate

    Great communication, a good understanding of my requirements and a patient ear. Highly recommended.

    Cabling Science Ltd

    I would like to thank Paul and the team at Superb digital for the professional approach to the Cabling Science website overhaul. Many of our clients have provided great feedback on the improved website and we cant get better praise than that.

  • Gildas Jones

    As it says on the tin, superb service at a great price, recommended

    Mary McCarron

    Calvium have been working with Superb Digital for a while now. The team are always friendly, responsive & professional - a great bunch!


    The quality of work was amazing and they delivered each element of the project on time! I would thoroughly recommend them.

  • Huw Bendon

    Superb Digital carried out thorough and very useful SEO audit of my website. It gave me a good understanding of where we were at the moment, and clear direction on what we could do to improve search engine rankings over the short and long term. Highly recommend!

    Compton House of Fashion

    I highly recommend Superb Digital & would be happy to speak to anyone who who would like me to elaborate further.

    Mickey Luke

    It's all in the company name. The team have been great partners delivering on our requirements and on their promises.

Be Found. Be Superb

We love talking about digital marketing strategy and SEO. Tell us a bit about your business and we’ll call you back to discuss how we can help.

Our approach to successful organic SEO

1. Consultation: Exemplary SEO requires effective communication. It’s why we always begin by asking questions in order to understand your business, your unique selling points and the problems you solve for your clients. We’ll use this initial consultation to explain our process in more detail as well and establish goals and KPIs so we can track and measure the ongoing progress of your campaign.

2. Website Audit: A website audit has several functions, but in short it allows us to uncover any issues which could be a barrier to your ongoing search performance. These can include technical, content and backlink issues. We can either fix these issues ourselves or work with your in-house team or web developer. As part of your website audit we will also conduct competitor research.

3. Keyword Research: The keyword discovery phase determines the best non-brand terms to optimise your website to capture the most relevant traffic likely to turn into customers. The results form the framework for both the on-page content optimisation and the blog content and guides we’ll create to position you as a thought leader and go-to source in your area of expertise.

4. On-Site Optimisation: Also known as on-page optimisation, this is a continual process of optimisation and refinement across your entire website. We’ll establish your key ‘landing pages’ and use various tools to measure and analyse the impact of our changes to these pages on your search engine rankings. We’ll then use this feedback for further improvement, constantly monitoring and optimising to ensure your website continues to deliver traffic and enquiries.

5. Content Creation: Based on our keyword research and also your own input, we’ll create a content plan and begin producing a regular flow of authoritative, relevant and shareable on-site content. This could be in the form of overhauling existing pages like your homepage or product/service pages or creating completely new pages, blog articles and ‘cornerstone content’.

6. Link Building: As well as creating the necessary on-site signals to improve your search presence, we’ll also look to build off-site signals as well. This primarily takes the form of link building which we do through a combination of tactics, including publishing content on highly relevant websites and blogs in order to link back to key pages and blog posts on your website. The compound effect of this content distribution and link building will help establish page and site authority and position you in front of new audiences.

7. Reporting: As we’ve said above, communication is key to great SEO, which is why we make it a priority to keep you in the loop on progress and also challenges ahead by providing you with regular reports. These will detail the previous month’s activities and their impact on rankings, organic search traffic and goals achieved. We’ll also set out the plan for the month ahead and how you can play a part.

Some important SEO statistics

You only have to look at the statistics below to realise how important search engines are to all our daily lives. As such, many businesses are reliant on the steady stream of sales and enquiries they receive through being found online.

SEO strategy

of business owners with an SEO strategy said it improved their bottom line

Over 64% of marketers actively invest in search engine optimisation

of marketers are actively investing in SEO

61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority

of marketers say improving SEO is their top inbound marketing priority

57% of B2B marketers stated that SEO generates more leads than any other marketing initiative

of B2B marketers say that SEO generates more leads than any of their other marketing initiatives

59% of B2B marketers say SEO has the biggest impact on their lead generation goals

of B2B marketers say SEO has the biggest impact on their lead generation goals

71% of commercial buyers begin their research with generic Google searches

of commercial buyers begin their research with generic Google searches


An SEO agency is a digital marketing company who specifically optimise websites to increase its “online visibility”. This means that more people will see the website, generally speaking, whilst using a search engine, such as Google or Bing. The end result of being found online more easily means more relevant website traffic and more sales or leads – depending on what your goal is.

This can be done by either in the “organic or natural results ” (those without a little AD symbol) or by using PPC or pay-per-click, these will be the results at the very top of the search results.

For an SEO agency to carry out their work effectively you’ll need to have a good idea of several things. Such as, your target market, the services or products you offer, what makes them and you unique and the value of a customer to your business.

An SEO agency will have staff with varied skills, such as marketing strategy, web development, copywriting, link building to name just a few and whilst SEO is not rocket science the mix of skills and experience a serious SEO agency will have at its fingertips makes them invaluable to both business owners and marketing managers.

There are very few businesses that could not benefit from SEO. But SEO can be different for different types of business.

An SEO campaign for a small business looking for local customers will be very different from a campaign for a well-known brand with a large website. The former will likely have very little traffic to start with and will need to build authority through content and backlinks whilst a large brand website will probably have a lot of traffic already and so it’s a case of looking for opportunities to improve traffic even further – through the targeting of new keywords and utilising Google’s rich results.

You don’t have to. If you have the time and inclination you could do it yourself. However, SEO is very specialist and there are no courses that “teach” you SEO beyond the basics and theory. When you pay for SEO you’re buying the expertise and experience of an SEO agency or an SEO consultant.

It’s from that experience that an SEO expert can diagnose what’s required to get your website ranking and improve its traffic. They’ll be up to speed on the latest search engine developments that your business can capitalise on.

SEO is not always straightforward and an experienced SEO company will have plenty of tactics in case things don’t go according to plan or if an update sets you back.

They’ll also be transparent enough to keep you in the loop.

SEO is almost certainly more beneficial when it’s built into a project from the ground up, but that’s not to say the search engine rankings of an existing website cannot be greatly improved with expert SEO help.

In other words, it makes sense to talk to us before you start building your website but it’s not a prerequisite. Speaking to an SEO company prior to or during your website’s design and construction can save you a lot of time and money in the long run.

Many web designers have a poor to average understanding of SEO and will focus too much on aesthetics and not enough on delivering an optimised website that people can actually discover online.

Understanding what visitors want from your website and what will help convert them into clients and customers is key to your website’s success at the end of the day.

SEO (search engine optimisation) describes the process by which the authority and relevance of your website is increased for particular search queries (keywords). Search engines want to show users the best and most authoritative pages for their searches. SEO is about building your brand online and demonstrating you are the go-to authority for your products or services. Over time you will see increased rankings for your website and an increase in traffic and sales or enquiries.

There are 5 core signals that we influence to improve search engine optimisation. Content, Technology, Backlinks, Social Signals and User Signals. It’s not enough to just have the right keywords in the right places anymore. You need to develop great content that is genuinely useful and that people want to read and share.

The keywords you select and optimise for will have a huge impact on the success of your SEO campaign. Start off with keywords that are too competitive and your campaign may be too time-consuming and costly to be realistic. Choose keywords that don’t have enough search volume and when you do rank top of Google you won’t get a return in the form of sales and enquiries.

Your website and content need to be promoted in order to increase backlinks. Where another website links to yours. This is like a “vote of confidence” in your website and content. Not all backlinks are equal, whilst it is important to have backlinks from a variety of different websites; spending time on developing links from high-quality relevant websites is the ultimate goal.

Ensuring your website works and loads quickly across multiple devices and reviewing how visitors engage and use your website allows us to constantly refine our approach and gives you the broadest possible visitor appeal. Search engines are looking at all of these factors and will reward websites that offer great value to their visitors with higher rankings in the search engine results.

Good SEO is not cheap or quick so it’s important to have a good understanding of your end goals and core business information such as the lifetime value of a new customer.

Knowing this information means you can set and maintain a realistic budget. One you can afford and one that’s going to get you results.

The single biggest reason that SEO “fails” is that people give up too soon. They have unrealistic expectations of how quickly things will happen and of exactly what’s involved to get a coveted top spot.

We will always be realistic with how long SEO takes and when you can expect to start seeing results. That being said, we don’t believe in tying our customers into a fixed-term contract. When you sign up you’ll be on a rolling contract and if for any reason you want to cancel then you just need to give us two month’s notice. This is because we will plan content and conduct outreach activity for several weeks in advance. Of course, the onus is on us to make sure you’re happy and receiving value from our SEO services.

We can’t guarantee the top spot or a particular position for a particular search term on Google (and any SEO agency that does is telling porky pies). However, we will give you a frank and honest estimate of what can be achieved within your timescales and budget based on our experience and the data available to us. We believe our results speak for themselves and most of our clients that don’t have any existing page 1 rankings will achieve them within 6 months. Then it’s a case of moving the website toward the top half of page 1.

We don’t just measure rankings, however. We look at a number of key performance indicators (KPIs) such as the volume of organic traffic to your website, contact form completions and revenue generated. This data taken together gives us a more complete picture of performance than a fixation on rankings data alone. We track this data and report trends to determine whether the campaign is a success and how to keep making consistent improvements.

This depends on a whole host of factors including how old your website is, whether you’ve had SEO performed previously, the competitiveness of the keywords you want to optimise for and your budget. Once we have established these things, we’ll give you a schedule of works at the outset of the campaign and regular monthly reports so you can see how your website is performing as the campaign progresses. We’ll agree on KPIs with you upfront and these will be measured and benchmarked against.

The clients we work with that have very little search presence have all achieved page 1 rankings on key search terms within 6 months.

Yes, absolutely. We have a number of digital marketing and SEO clients who will be more than happy to talk to you to discuss, not only the results we’ve been able to achieve but also how they find working with us.

This is an excellent question and one that requires a fairly detailed answer, so check out this blog How to choose the right SEO agency for you.

But to summarise, it’s about the experience, in-house or outsourcing, regular communication, realistic expectations and goals.

Obviously, watch out for totally under or overpriced services. If it seems too good to be true then it probably is. In the same vain watch out for over-promise. These are tactics used by some companies to win your business then only a few months later you realise you’re not getting any results.

Speak to your agency and read the reports they send you. If you’re not sure of anything, ask them. Or get a second opinion. A decent SEO agency will explain things so you understand them and will show you month on month and year on year results

As we’ve said SEO is not quick and so your early reports will have lots of actions completed and probably not a huge amount of page 1 results. Look at medium and long term trends in rankings, traffic and revenue/leads.

If traffic is increasing but that’s not leading to more sales and leads then there could be something wrong with your website or it’s content. Speak to your agency and if they haven’t already they can put a plan into action to solve it.

We hear this one all the time. In our experience, the answer is no. It’s just evolving. SEO today is very different from what it was 15 years ago. There are some aspects which have and always will be important, such as your website’s content and links. But search engines over time have changed the weighting they give to certain elements and they’ve even introduced new features or technology such as featured snippets, rich results and voice search.

So long as people need to search for things online there will always be search engines and whilst there are always search engines there will always be a benefit to being easily found for the services and products you offer.

The paid search results are always identified by a green AD symbol below the advertiser’s blue link. For most competitive searches, there are usually four paid results at the top of Google’s search results. The organic listings appear below these, sometimes with a map or ‘local pack’ if the search query has local intent. To appear in the paid search results a Google Adwords account and campaign is required. To rank within the organic listings you need a website with relevant content. To rank well you’ll need amazing content and good quality backlinks.

SEO Glossary


301 Redirect

The HTTP status code which automatically redirects users and search engines from loading one URL to another URL. It is mainly used when the original page no longer exists and its contents have been moved to another URL. The process happens so quickly that users rarely notice the transition.


404 Error

A 404 error is part of the Hypertext Transfer Protocol (HTTP) standard response code and indicates that a given webpage URL cannot be found on the server. Usually this means that the page either no longer exists or the URL has changed (see Broken Link). Most web servers will generate a standard 404 Not Found Webpage but it’s not uncommon for websites to redesign their own bespoke 404 pages.


Anchor Text

The clickable text that appears on a hyperlink, directing the user to another page on the website (internal link) or another website entirely (external link). It is useful for inserting links into sentences without having to type out the entire URL of the page being linked to. Anchor text is also a ranking influence to search engines as it gives context to the page being linked to.

Link Building, SEO


From the perspective of one website, a backlink is a link that originates from another website pointing to that website. For example, Wikipedia having a link to Superb Digital is a backlink from the perspective of Superb Digital. Superb Digital having a link to Wikipedia is a backlink from the perspective of Wikipedia. Also known as an inbound link.


Black Hat SEO

SEO techniques that don’t follow search engine guidelines and seek to manipulate search results to gain high rankings. Black hat SEO practices are generally considered to be spammy tactics, such as participating in link schemes, doorway pages or spinning out poor-quality content. Websites caught employing black hat SEO are usually penalised.

Link Building, SEO

Broken Link

A link to a webpage or website that is not working correctly. Clicking a broken link usually leads to a 404 “Not Found” webpage. Broken links can happen for a number of reasons. It could be because the page that is being linked to no longer exists, there is a typo in the HTML, or the website owner hasn’t implemented a 301 redirect after removing the page or changing its URL.

Link Building, SEO

Business Directories

Dating back to the early days of the internet, directories are websites dedicated to listing business websites, which can then be sorted by category. Some allow businesses to be listed for free and others require payment. Links from directories no longer provide much value for improving search rankings as they once did, but the business name, address and phone number information are extremely important for local SEO.


Click-Through Rate (CTR)

The percentage of users that click on a link. The term is most often used in SEO circles to refer to the rate at which people click on a search result, whether it’s paid or organic. The higher up the search results the higher the CTR is likely to be. CTR is calculated by dividing the number of clicks a link gets by the number of times it was seen (impressions) and multiplying that figure by 100.


Competitor Research

A deep dive into your online competitors websites, in order to gain a competitive advantage and understanding of the current market, so you can better craft your own SEO strategy by emulating and improving on what others have done and avoiding their mistakes. The process involves analysing the keywords your competitors are targeting, where they are ranking for those keywords, the content they’re creating and who they are reaching out to for link building.

Content Marketing, SEO

Content Optimisation

A vital part of SEO, content optimisation is about improving the content produced on a website to help with its search rankings. This includes targeted keyword usage, multimedia integration, internal linking, and the creation of valuable, in-depth content. The idea is to provide users the topics and services they are looking for—all while structured in a search engine-friendly way.


Crawl Error

Search engines add websites to and update their database or Index by “crawling” through a website’s pages with “bots”. Crawl errors occur when search engine bots fail to crawl a page. This could be due to connectivity issues with the server hosting the website or if a website does not have the resources that allow bots to crawl it properly. See Indexing.


Domain Authority

How well a website is perceived to be authoritative, relevant, and credible. Domain Authority (DA) was created by SEO company Moz. It is represented as a logarithmic score on a 100-point scale, with 100 being the highest. A website with a high DA score generally means its webpages are likely to rank high in search engines, even for pages that are new and have yet to gain a lot of traffic or backlinks themselves.


Duplicate Content

Text-based content that is significantly similar or identical to content on the same website or a completely different website. Google does not penalise websites strictly for having duplicate content, unless it sees it as blatantly trying to manipulate ranking results. However, it can still cause problems with pages not being indexed properly and keyword cannibalisation. All of which can be avoided with proper SEO.

SEO, Web Design

Dwell Time

Refers to how long a user stays on a webpage after clicking on a search result before going back to the search result page. If the dwell time on a search result is low, that’s generally an indication that the content is not what the user is looking for or it’s of poor quality. It could also indicate a technical or UX issue, such as the page not loading fast enough or it not being formatted properly for the user’s device.


Faceted Navigation

Faceted navigation is feature often found on ecommerce sites that allows the user to sort or filter web pages based on set criteria, such as price, colour, brand, etc. This allows users to personalise pages from potentially thousands or even millions of other pages, allowing them to quickly find what they’re looking for. Publishers and classified ads sites also tend to use faceted navigation.


Google Analytics

Google’s website analytics tool that tracks your website visitor data. Users can access a diverse and comprehensive array of metrics, including site traffic, demographics, traffic sources and visitor behaviour including pages visitors go to and how long they spend on these pages. Google Analytics is one of the most important tools in any SEO’s toolbox, as it is the most accurate way of gauging campaign success.


Google My Business

Organisations that want to appear on Google as a genuine business need to create a Business Profile. With Google My Business, users can control how their Business Profiles will look on the search engine results pages, including their logo, address, phone number, customer reviews, opening hours, and photos. This can also be used for local search SEO and customer engagement.


Google Penalty

Websites that do not follow Google’s Webmaster Guidelines can find themselves with a Google Penalty. It results in either a reduced ranking for Google search results or a complete removal from search results, depending on the severity of the infraction. Penalties can either be algorithmic (assigned automatically by Google’s algorithm) or manually when a human Google reviewer determines a site is violating Google’s guidelines.


Google Search Console

Google’s main webmaster platform. With Google Search Console set up, users can submit sitemaps, run site maintenance, as well as check on analytics and searcher behaviour of their websites. Google Search Console also gives data on what search terms a site is ranking for and as such is one of the most important tools in an SEO’s toolbox. Was previously called Google Webmaster Tools.


Google Tag Manager

Google’s official tool that lets users easily manage tags on their website or mobile app. Tag management is done through a web-based user interface, allowing users to add and update tags without having to do any editing at the code level. It can be used with Google tags for Google Ads, Google Analytics, and non-Google tags.


Grey Hat SEO

Grey hat SEO refers to the blurry line between black hat and white hat SEO. It can be thought of as bending the law instead of breaking it. A grey hat tactic is something you wouldn’t inform Google you were doing but which won’t automatically get you penalised. Because Google’s algorithm is constantly updating, the space that grey hat occupies is prone to shifting.

Content Marketing, Link Building

Guest Blogging

The process of creating thought leadership content for websites other than one’s own website. The goal is to get exposure from new relevant audiences, forge relationships with influencers, and often gain backlinks to your own website’s content. Also known as guest posting, it is a staple link building tactic.



The process where a search engine crawls a website’s pages to add new ones to its database or update information regarding that website. A website has to be indexed by a search engine before it can show up as a result on that particular search engine. The frequency with which websites are crawled and new pages indexed varies from a few hours to a few days or even weeks, depending on how regularly they publish fresh content.


Keyword Cannibalisation

This happens when more than one page on the same website is optimised to rank for the same keyword. Search engines will then have a problem deciding which page to show as a result for searches using the keyword in question. Keyword cannibalisation can lead to lower click-through and conversion rates as a result of the wrong page appearing in search. It is better for a landing page to focus on a unique keyword or very closely related set of keywords.


Keyword Research

The vital process of establishing which keywords need to be targeted for an SEO campaign. It involves determining relevant search queries your target audience type into search engines, how many searches are made with these keywords over a given timeframe, and how many other sites come above yours for these keywords. Various tools and techniques can be employed in this strategic exercise, including using Google Keyword Planner, Ahrefs, and Google Search Console.


Link Bait

Content that has been created with the intention of getting as many backlinks possible. While all content is generally made to gain links, link bait achieves this by making the content as attention grabbing as possible. This could mean tackling a contentious topic, creating highly visual content or producing well-researched studies that your target audience would be interested in.

Link Building

Link Building

The process of getting credible and relevant websites to link to pages on your website. This can be accomplished using a variety of tactics, such as reaching out to online publications and webmasters, forming relationships with fellow bloggers or content creators, sponsored content, or attracting them naturally through quality content. Link building done right increases a website’s authority, which then results in higher organic search rankings.


Local Pack

A Google Maps listing of the first three businesses shown by Google based on the search term used and the user’s location or a specified location. It lists information submitted via your Google My Business listing, such as business name, an aggregate of user reviews, physical address, business type. It is accompanied by a Google Maps snippet showing where each is located. Also known as the 3 Pack.


Local SEO

SEO focused on optimising a website to appear higher in local organic search results and local packs. Because Google will serve up local businesses in its search results on relevant searches, a lot of SEO is done with the relevant location in mind, such as targeting a specific city during keyword research or building links with websites of local businesses. Local SEO also makes sure that a business’s name will rank properly if searched for, as it is associated with that business’s Google My Business page.


Mobile First Index

When Google indexes a website, it prioritises that site’s mobile version over its desktop version. Google started mobile first indexing in 2016 as it was pivoting to better cater to the growing majority of its users searching on mobile devices, and the process is still ongoing. It is automatically applied to websites created on 1st July, 2019 and onward. Google states it is best for websites to present similar experiences to users for both their mobile and desktop versions.


NAP Information

NAP stands for name, address, and phone number. NAP information is a unique identifier for a business or organisation for search engines. Having consistent NAP information across multiple sites (often directories), as well as your Google My Business page, factors into ranking for local searches. It is important, therefore, to list these details consistently to establish presence in a specific location that search engines can easily recognise.

Link Building

Off-Page SEO

Off-page SEO covers any activities taking place outside a target website that creates or optimises ranking signals to improve that target website’s rankings. Off-page SEO is usually a byword for link building as links are how Google establishes trust in your website from other websites. Off-page SEO can include indirect tactics to help boost these signals though, like social media marketing, influencer marketing and non-linking brand mentions.


On-Page SEO

A broad term that encapsulates all optimisation work for elements that can be found on the webpages of a website. On-page SEO centres around creating quality content and optimising existing content but also includes improving a website’s technical performance, optimising metadata, and streamlining site structure, among a host of other activities. Sometimes called On-Site SEO.


Page Load Speed

The amount of time it takes for a webpage to load completely for users. Page load speed is an integral part of the user experience, but it is also a ranking factor for Google, so it is important to optimise a website’s technical aspects to ensure it loads quickly. Poor page load speed can occur for a number of reasons, from poor server response time to uncompressed on-page images.

Content Marketing, Link Building

Private Blog Network (PBN)

A group of websites created for the sole purpose of generating links to boost search rankings. The majority of PBNs contain poor quality content, as they are primarily designed to build links to other websites, which are often sold to third parties, leading to a broad range of content and a lack of relevancy. Links from PBNs are often disregarded as Google considers them spam and websites involved in PBNs are penalised.


Ranking Signals

Also known as ranking factors, these are the individual elements, both onsite and offsite, that search engine algorithms consider when deciding how well a webpage will rank in its organic search results for a given search term. It’s often stated that Google’s algorithm factors in over 200 unique signals in order to serve up its users the best possible results. Two of the most important sets of ranking signals revolve around backlinks and on-page content.



A type of markup language for annotating a webpage’s source code. Google, Microsoft, Yahoo!, and Yandex worked together to develop Schema so that it can be used as the standard markup language for structured data and that all four of their search engines can recognise when websites use it. It is useful for labelling elements on a webpage so that they are displayed properly on search results pages, such as product prices, event dates, and aggregate user ratings.


SEO Audit

An SEO audit involves a comprehensive analysis of a website’s individual pages, structure, search rankings, traffic, visitor behaviour and backlinks. It should be thorough, resulting in a comprehensive report that provides insights on what can be improved with actionable steps. An SEO audit is the first step in establishing an SEO strategy and will help uncover any technical issues that may be holding the site back.


SEO Tools

The tools SEO specialists use to implement and track SEO campaigns. There is a huge assortment of tools out there and every SEO expert or agency will have their preferences. Third party tools vary from free apps with limited functionality, paid programmes with full feature suites, and open-source DIY kits. Two of the most important tools in any SEO’s armoury though – Google Analytics and Google Search Console – are free.


Structured Data

Website data that has been organised to let search engines easily identify a website’s contents and display relevant information on search results pages. In practice, the source code of a webpage is annotated with the proper labels associated with a particular markup language. See Schema.


Thin Content

Content that has little to no value to the user. Quantity is not a determining factor on whether or not content is thin. An article that is over a thousand words long but does not have any real value can still be considered thin content. Whilst Google cannot ‘read’ in the traditional sense of the word, it has become very good at distinguishing good content from thin content.


User Reviews

Reviews of products or services written by actual customers. As well as on-page, reviews can be displayed in the search results as rich snippets using structured data. They help promote products, as consumers typically read reviews before making purchasing decisions. Positive reviews won’t directly improve a site’s search rankings but they will encourage higher click through rate, which is a ranking signal.


Voice Search

A method of conducting searches on search engines using a voice-activated device, with the user speaking into the device. The device will then say the top result out loud. Voice search is typically used with mobile devices to give users a hands off experience. There are limits to voice search compared to traditional typed search, such as not being able to use search operators.


White Hat SEO

SEO techniques that follow search engine guidelines. Examples of white hat SEO are designing a user and search-friendly site structure and creating fresh, high-quality content. Websites that practice white hat SEO set a solid foundation for improving their organic search rankings.


XML Sitemap

A file or collection of files that contains all the pages of a website, including important information such as the page URLs, when these pages were last updated, and how often they are updated. An XML sitemap can be submitted to search engines for indexing purposes. Today’s content management systems (CMS) typically generate and update XML sitemaps automatically.

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