Search engine optimisation or SEO has become a fundamental part of
owning a business website. It is a great digital marketing tool;
however, many small business owners fail to see the value in investing
in digital marketing.
What’s the one thing you always want more of for your business? As
the owner of a business website you might think of a lot of answers to
this question, but at the top of that is “visitors from your website who
want to acquire your services.”
Securing regular website visitors who are searching for your IT
services, and converting them as your active and long-term clients is
what we really want to achieve.
That’s what SEO offers to all businesses.
Per day, there are 5 billion searches made on Google only, so if
you’re not doing SEO that’s a lot of potential visits you’re missing out
on.
SEO agencies in London know that SEO
can improve a site’s overall visibility. It offers a lot of advantages
but why is SEO so important for IT services businesses in London?
Roc Pro outlined the key benefits of SEO that businesses should pay attention to.
1. Source of Website Traffic
Organic search provides most of the website traffic.
We know that majority of the world that has internet access visits
Google at least once a day to get information. As Google, being the most
visited website in the world and also the most popular email provider
in the world.
Being highly visible in Google searches and other search engines is a
great marketing scheme for your IT services. Good SEO and a
high-quality website take brands there.
2. Build Brand Awareness
Building brand awareness is one of the benefits of ranking high. When
your websites appear on the first page of search engines such as
Google, Yahoo, and Bing, your potential clients are more likely to trust
your brand rather than other companies that don’t have a strong web
visibility.
Investing in SEO and start gaining higher ranks for the keywords
related with your business is a must. Search engines play a significant
role in making or breaking your business presence.
3. Builds Trust & Credibility
We all agreed that building trust and credibility overnight is
impossible to do. Establishing a brand as an authority takes time,
patience, effort, and commitment. It also relies on offering a valuable,
quality service that allows clients to trust a brand.
4. Better User Experience
Optimal user experience is a big factor of getting better organic rankings and maximum visibility.
Clean, well-structured, and uncluttered websites drive a searcher to
stay longer, therefore it decreases the bounce rate and increases the
page views.
Google knows how to interpret a positive or bad user experience, and a
positive user experience has become an essential element to a website’s
success.
Searchers know what they want. If they can’t find it in your website,
that’s a big problem. Surely, they will be looking for another website
where they can find what they need.
Take note that a good SEO incorporates a positive user experience.
5. Increased Engagement, Traffic & Conversions thru Local SEO
Local SEO aims at optimising your digital properties for a specific
vicinity. Prospective clients can find you quickly and easily, putting
them one step closer to a transaction.
Local SEO focus on specific area, to establish a viable medium for a brand’s messaging on a local level.
Remember, websites that are easy to read, informative, and easy to
navigate are more likely to hold attention from searchers or visitors.
SEO agencies optimise a brand’s
Knowledge Graph panel, Google My Business listing, and social media
profiles to promote engagement on the local market.
6. Outshine your Competitors
Competition between businesses is already tight and it’s intensifying
every second. Research, keyword optimisation, social media posting, and
developing marketing strategies are just a few things to help you
outshine your competitors.
7. Impacts the Buying Cycle
Every client does their research before acquiring something. That’s
one of the biggest advantages of the internet from a customer’s
perspective.
SEO strategies deliver your offer for good deals, great services, and
the importance of what you offer customers will impact the buying cycle
in a positive way.
Business must be visible in the places people need them. Local SEO
improve that visibility and lets prospective clients find the answers,
and the businesses providing those answer.
8. Being Updated is the Best SEO Practice
You are all set up with your SEO strategies and you’ve already
implemented them, however you don’t want to stop with that. Being
proactive and monitoring for major algorithm changes is always going to
benefit the business.
Google makes thousands of algorithms changes a year. If you fall too
far behind, then it will be extremely difficult to come back. SEO agencies in London helps to ensure that is avoided.
9. SEO is Cheap and a Long-Term Strategy
SEO surely costs money but it’s relatively cheap. It’s the most efficient and affordable marketing strategy.
Spending few hours of time, energy, and small amount of money, SEO
can bring “targeted” traffic to your website, and eventually more
customers to your IT services business than any other marketing
strategies.
Take note that, quality SEO strategies and implementation can build your business continuously over the years to come.
10. Brings New Opportunities
Great SEO will always discover new opportunities for your business.
With an evolving market there are always new strategies and
contingencies that you can try to improve and outshine your competitors.
Implementing strong, quality SEO is always beneficial to the business and its marketing efforts.
It’s a “new age” marketing technique, but provide a critical role for
the business visibility in this day and age, especially as available
data and rivaling competition continue to increase.
Hopefully you now understand why SEO is important, and what you can do to start improving your website’s SEO.
Do you know how the Google local algorithm works? Do you need to find
how to rank in local search and heighten your visibility in the local
crowd?
Competition makes local search ranking more difficult every day. The
Google local algorithm is continuously updating to guarantee that search
results match the user’s demand.
Learn more about Google’s local algorithm and the three main factors that drive it.
As SEO agency in London, we should be
aware of these updates and be able to adapt the changes in strategy
subsequently. If we don’t, we may lose our local search presence in an
instant. This guide will help you understand the local search algorithm
and the three main factors that drive it, so we can stay ahead of the
competition and know what to look out for.
The three major ranking pillars are relevance, proximity, and prominence. Understanding each main factor, we can set up for success in local search and overcome Google’s local algorithm.
Relevance
It is a key element of Google’s local algorithm. You should also
answer this question, does the IT services business do or sell or have
the attributes that the searcher is looking for?
To make sure that the search engines like Google or Yahoo view your
IT services business is appropriate to appear online, we should know
that we’re targeting keywords that prospective clients would be
searching for. For example, an IT services company in London, you’d want
make sure that Google relates your business to keywords such as “IT
services London.”
How to inform Google’s local algorithm that your IT services business is relevant to the right search queries?
1. Local Listing Signals
Make sure that all your business’s NAP (name, address, phone number)
is correct and updated. Here’s two features that needs to be properly
filled out:
a) Local Category Selection
Selecting relevant categories for your listing is one of the most
important factors in ranking locally. These are tags that you identify
your business. Be sure to select categories that define your
business—the more specific the better.
b) Business Description
Adding business description will allow searchers to know exactly what
you do. These descriptions should give potential clients and search
engines the information they need to determine if your IT services
business matches their needs.
2. On-Page Signals
Optimizing your web pages with the targeted keywords will increase
relevance and improve your chances of being preferred by the Google
local algorithm. By using basic competitor research and analyzing
results you can determine what a search engine likes for a given search
keyword.
Consider this list of on-page attributes to increase relevance for a target keyword:
Content – It determine if it ranks or not.
Title Tag – It’s a great way to integrate website target keyword to draw a click from a searcher.
Meta Description – It allows you to expand on title tag and add more context to what your website is about.
Body Tags – It should be descriptive and explain the content.
Alt Text – Always include Alt text to describe images in your website
Internal and Outbound Linking – These increase relevance by creating a navigation path to similar pages inside or outside your website.
Schema – It helps ensure the best search results and improves the way your website is displayed in search results.
3. Off-Page Signals
Off-page signals are external links from one website pointing to your
website. Off-page signals are also known as backlinks. The better
backlinks, the higher your website will be
Proximity
For proximity, the algorithm answers the question, “Is the business
close enough to the searcher to be considered to be a good answer for
this intent?”
Ways to perform a local search:
1. Non-Geo Modified Searches
Search engines rely more on the proximity and not on prominence and relevance.
For example, A searcher is in London and search for “IT services.”
The local search results will most likely contain IT services that are
closest to the searcher.
2. Geo-Modified Searches
Geo-modified searches rely heavier on relevance and prominence over
proximity, especially if search engines detect that the searcher is not
within the city.
For example, if a user searching in Manchester for an IT services in a
nearby city, the search query might be “IT services in London.” The
search results will be different then if I searched for “IT services”
while physically being in Manchester.
3. “Near Me” Searches
Users are expecting to get the most relevant results “near them.”
For example, a searcher performs a search like “IT services near me.”
Prominence
For prominence, the algorithm answers the question, “Which businesses
are the most popular and the most well regarded in their local market?”
Brands with a stronger online prominence are more credible and trustworthy to the Google local algorithm.
Here’s some tips on how to build, maintain brand prominence, and stands out from the rest:
1. Online Reviews
Reviews increase ranking signals and push a prospective client to a
decision. Customers need to gain trust from a brand or service provided
before purchasing or clicking. It can increase a brand’s online
prominence.
Here are some tips to gain stronger indicator from online reviews:
Monitor who can access your network by blocking all traffic by default for this can prevent any security breaches.
a) Review Strategy
First find a way to get more reviews. Always asked your clients for reviews.
b) Respond to Reviews
Search engines can tell if you engage with clients and reply to their comments.
2. Citations
It refers to the business’s name, address, and phone number (NAP)
online. Companies that are mention frequently online are viewed as more
credible to search engine algorithms.
3. Inbound Links or Backlinks
The better links you have pointing to your website the more trust and authority you’ll hold.
Remember these three elements of local algorithm: Relevance, Prominence, and Proximity.
These aspects will help you drive the results you need to increase
your ROI. Take the lead, stay ahead of Google’s local algorithm, and
focus on the three factors!
Relevance: Does the business do or sell or have the attributes that the searcher is looking for?
Prominence: How well known is your brand online?
Proximity: The distance between the searcher and what they need?
We hope that this article makes it simple to understand the Google’s local algorithm.
Looking for a free yet the most powerful SEO tool for your SEO IT Consultancy? Google Search Console is a free service that lets you learn a
great deal of information about a website and the people who visit it.
Google Search Console can also be used to find out things like how many
people are visiting the site and how they are finding it. It can also
assess if more people are visiting the site on a mobile device or
desktop computer, and which pages on your site are the most popular.
Plus, it can help you find and fix website errors, submit a sitemap, and
create and check a robots.txt file.
Want to start taking advantage of all that Google Search Console has to offer? Here are a few guides to consider.
Adding and Verifying a Site
Google Search Console Home Page
Step 1: Sign in to Search Console with your Google account. Then, you’ll see a box next to a red button which says “Add Property.”
Step 2: Enter the site URL that you want to add in the box and click “Add Property.”
Voilà! The site is now added to your Search Console account.
Step 3: You need to verify the site.
NOTE: You should be the either a site’s owner,
webmaster, or other authorized user. Google Search Console provides
detailed information and insights about a site’s performance and Google
doesn’t want to give that information to anybody who asks for it.
Here are a few different ways to verify the website:
1. HTML tag
Adding HTML tag to verify a site is best for users and site owners who have experience working with HTML code
Select “Manage Property,” from the Google Search Console dashboard. Then click “Verify this property.”
If the “HTML Tag” option does not appear under “Recommended method,” click “Alternate methods” tab and select “HTML tag.” This will provide the HTML code that needs verification.
Copy the code and use the HTML editor to open the code for your site’s homepage. Paste the code provided within in the <Head> section of the HTML code.
HTML tag
Once the verification code has been added, save and publish the
updated code, and open the site’s homepage. From there, view the site’s
source code. Take note that the verification code should be visible in
the <Head> section.
Once the code is added to the site’s homepage, go back to Google Search Console and click “Verify.”
Google will then check the site’s code for the verification code. A
pop-up message will appear on the screen if the code is verified. If
not, Google will provide the information about the errors it
encountered.
NOTE:
1. If the site already has a meta tag or other code in the
<Head> section, it doesn’t matter where the verification code is
placed in relation to the other code; it simply needs to be in the
<Head> section. If your site doesn’t have a <Head> section,
you can create one for the sake of verifying the site.
2. Do not remove the verification code from the site when it has been
verified by Google Search Console. If the code is removed, it will
become unverified again.
2. HTML file
In uploading an HTML file, you must be able to upload files to a site’s root directory.
Select “Manage site,” from the Google Search Console dashboard, and click “Verify this site.”
If “HTML file upload” is not on the option listed under “Recommended method,” it should be under “Alternate method” tab.
HTML file upload
You will be asked to download an HTML file when you select this
method. Download it, then upload it to the specified location. Do not
make any changes to the content of the file or the filename; the file
needs to be kept exactly the same. If it is changed, Google Search
Console will not be able to verify the site.
Go back to Search Console and click “Verify” after the HTML file has
been uploaded. A pop-up message will appear on the screen if the HTML
file is correctly uploaded and the site is verified.
NOTE: Do not delete the HTML file from your site. If the file is removed, it will become unverified again.
3. Domain Name Provider
The domain name provider is the company you purchased a domain from
or where the website is hosted. When you verify via your domain name
provider, it not only proves you’re the owner of the main domain, but
that you also own all of the subdomains and sub-directories linked with
it. This is an excellent option for large website.
Select “Manage site,” from the Search Console dashboard, then “Verify this site.”
If “Domain name provider” is not on the option listed under “Recommended method,” it should be under “Alternate method” tab.
Domain Name Provider
After you select “Domain name provider,” you will be
asked to choose your domain name provider from a list of commonly used
providers, like GoDaddy.com, bluehost, SQUARESPACE, DOMAIN.COM, etc.
If your provider is not on this list, choose “Other.”
You will be given instructions on how to create a DNS TXT record for
your provider. If a DNS TXT record doesn’t work for your provider, you
will have the option of creating a CNAME record instead.
4. Google Analytics code
This could be the easiest option for site’s owner, webmaster, or
other authorized user. First, check the site’s HTML code to make sure
the GA tracking code is placed within the <Head> section of your homepage’s code, not in the <Body> section. If the GA code is not already in the <Head> section, move it there for this method to work.
Select “Manage site,” from the Search Console dashboard, add click “Verify this site.”
If you don’t see the “Google Analytics tracking code” option under the “Recommended method,” look under the “Alternate method” tab.
After you select “Google Analytics tracking method,” you’ll be provided with a series of instructions to follow.
Google Analytics Code
NOTE: Once your site has been verified, do not remove the GA code from your site, or it will cause your site to become unverified.
5. Google Tag Manager
This might be the easiest way to verify the site if you already use
Google Tag Manager (GTM). To use this method, you need to have “View, Edit, and Manage”
permissions enabled for your account in GTM. Before using this method,
check the site’s HTML code. Make sure that the GTM code is placed
immediately after your site’s <Body> tag.
Select “Manage site,” then “Verify this site” from the Search Console dashboard.
If “Google Tag Manager” is not on the option listed under “Recommended method,” it should be under “Alternate method” tab.
Google Tag Manager
Select “Google Tag Manager” and click “Verify.” If the Google Tag Manager code is found, you should see a screen letting you know your site has been verified.
A pop-up message will appear on the screen if the GTM code is verified.
NOTE: Do not remove the GTM code from your site, or the site will be unverified again.
Link Google Analytics with Google Search Console
Google Analytics and Google Search Console might seem alike. The difference between the two are:
Google Analytics offer information about who is visiting the site
like how many visitors you’re getting, how they’re getting to the site,
how much time they’re spending on the site, and where your visitors are
coming from (geographically-speaking) while,
Google Search Console geared more toward more internal information.
For example, who is linking to you, if there is malware or other
problems on the site, and which keyword queries the site is appearing
for in search results.
Liking Search Console and Google Analytics will integrate the data
from both sources and make the most out of the additional reports. Here
are some tips on how to link these two powerful tools:
Click on the site you’re trying to connect from the Search Console dashboard. In the upper right corner, you’ll see a gear icon. Click on it, then choose “Google Analytics Property.”
Google Analytics Property
You will be routed to a list of Google Analytics accounts connected
with your Google account. Choose the desired Google Analytics account
and click “Save.”
Fast and easy, right?
Sitemap
Sitemap is a blueprint of the site that help search engines find,
crawl and index all of your website’s content. Sitemap can contain
metadata, with information about images and video content, and how often
your site is updated.
You’re making Google’s job easier by providing sitemap to Google
Search Console. This will equip Google the information they need to do
their job more efficiently.
Make sure that the site is verified in Search Console. Select the
site you want to submit a sitemap from the Search Console dashboard. On
the left, you’ll see an option called “Crawl.” Under “Crawl,” there will be an option marked “Sitemaps.”
Click on “Sitemaps.” There will be a button marked “Add/Test Sitemap” in the upper right corner.
This will bring up a box with a space to add text to it.
Type “system/feeds/sitemap” in the box and click “Submit sitemap.”
NOTE: Sitemap isn’t mandatory. However, it can help
potential clients especially if your site is very new and not many other
sites are linking to it, if you have a very large website, or if your
site has many pages that aren’t thoroughly linked together.
Robots.txt file
Robots.txt is a text file with instructions for search engine
crawlers. It defines which areas of a website crawlers are allowed to
search. Using this simple text file, also known as robots Exclusion
Standard, you can easily exclude entire domains, complete directories,
one or more subdirectories or individual files from search engine
crawling.
NOTE: Robots.txt files aren’t necessarily guaranteed to be 100% effective in keeping things away from web crawlers.
Here is a tip to check your robots.txt file.
Log into Search Console and select the site whose robots.txt file you want to check.
robots.txt Tester
On the left side of the screen, you’ll see the option “Crawl.” Click on it and choose “robots.txt Tester.”
The Robots.txt Tester Tool will let you look at your robots.txt file,
make changes to it, and it alert you about any errors it finds. You can
also choose from a selection of Google’s user-agents (names for
robots/crawlers) and enter a URL you want to allow/disallow, and run a
test to see if the URL is recognized by that crawler.
If you make any changes to the robots.txt file using Google’s
robots.txt tester, the changes will not be automatically reflected in
the robots.txt file hosted on the site. Once your robots.txt file is how
you want it, click the “Submit” button underneath the editing box in
the lower right corner.
This will give you the option to download your updated robots.txt
file. Simply upload that to your site in the same directory where your
old one was (www.sample.com/robots.txt). Obviously, the domain name will change, but your robots.txt file should always be named “robots.txt” and the file needs to be saved in the root of your domain, not www.sample.com/category1/robots.txt.
Back on the robots.txt testing tool, hit “Verify live version” to make sure the correct file is on the site. Click “Submit live version”
to let Google know you’ve updated your robots.txt file and they should
crawl it. If not, re-upload the new robots.txt file to your site and try
again.
Fetch as Google and Submit to Index
The fastest way to get the updates indexed by Google is to submit it manually. Here’s how you can do that:
Sign into Google Search Console. Select the page you need to submit. If the website does not use the ‘www.’ prefix, then make sure you click on the entry without it (or vice versa.)
On the left side of the screen, you should see “Crawl” option. Click on it, then choose “Fetch as Google.”
It will bring you to this screen:
If you need to fetch the entire website then leave the center box
blank. If not, use it to enter the full address of the page you need
indexed, like http://example.com/category. Once you enter the page you
need indexed, click the “Fetch and Render” button.
If it’s finished, there will be a “Submit to Index” button that appears in the results listing at the bottom—near the “Complete” status. You will be given the option to either “Crawl Only This URL,” which is the option you want if you’re only fetching/submitting one specific page, or “Crawl This URL and its Direct Links,” if you need to index the entire site.
Click this, wait for the indexing to complete. Google has sent its
search bots to catalog the new content, and the changes should appear in
Google within the next few days.
NOTE: Fetching might take a few minutes, depends on the number/size of pages being fetched.
Site errors
Google Search Console can immediately notify you of any errors it
finds on the site. Here’s how you can check a site for internal errors:
Select the site you’d like to check. On the left side of the screen, click on “Crawl,” then click “Crawl Errors.”
You will be routed directly to the Crawl Errors page, which displays
any site or URL errors found by Google’s bots while indexing the page.
This should look like this:
URL errors found will be displayed at the bottom. Click on any of the
errors for a description of the error encountered and further details.
Document encountered errors, include screenshots if needed. Notify
the person responsible for handling site errors to correct the
problem(s).
SEO content is the foundation of a digital marketing strategy. It is
an article, post, or page with specific marketing purposes. It is
published or promoted to gain higher rank against your competitors by
driving organic search traffic back to your website. But, how is a
content marketer supposed to keep their SEO efforts in top shape, if
search engines update algorithms and ranking factors on a frequent
basis?
Here are some tactics to ensure that your content reach its full potential.
Define your goals
Know what are the top things your clients look for.
Create a comprehensive list of subjects to start your content
process. Make sure to focus your list in Seo Agency in London, since
that’s what we do. Google and Bing provide a simple method for analysing
key phrases that your prospective customers are interested in. Just
visit these search engine’s homepage and perform a search.
Do Keyword Research
Google Trends your best tool in researching keywords.
Google Trends analyses the popularity of top search queries in Google
Search. It can provide you with more specific key phrases that Google
or Bing suggests. You can also use this to see just how popular a phrase
is in your area.
Know your Clients
What are the top questions your customers ask youand what they really mean by them?
“People are
not interested in you. They are not interested in me. They are
interested in themselves — morning, noon and after dinner.”
Dale Carnegie How to Win Friends and Influence People
This still remains a primal truth and nowhere is it more evident than
in business. If customers are asking the same questions over and over
again offline, they probably have the same questions online and may even
type these questions into a search engine. Make sure to provide your
clients with a full-page article or content to answer these top
questions for these will maximise your ranking potential for each
question.
Stand Out in A Crowd of Competitors
What’s unique about your IT services?
It’s difficult to differentiate and build your own identity.
Difficult, but not impossible. From an SEO standpoint, it’s a best
practice to create a page for each town that you serve. Since we are an
IT services company looking for business in London, we could talk about
the history of the technology and tech-related issues in London,
highlighting that technology makes life easier for communication,
healthcare, education, and businesses. The more local engaged on a
given page, the more likely Google and Bing are to rank that page.
SEO Case Studies and What Made Them Successful
SEO case studies to pumped your content.
Writing a blog can be one of the hardest things to come up with
content ideas. So, to speak, we can start by looking at our previous
works or projects in a particular market. Be as accurate as you can
about the services you provided. Let your readers know how the IT
services company helped its customers achieve their goals. Focus your
article content on telling stories that will help prospective customers
relate to previous ones.
Qualitative Research from Customer Interviews and Transcriptions
What’s transcription got to do with it?
We conduct qualitative research to better understand what their
customers want. The best way to do this is through video interviews and
testimonials. Video transcription can boost a website’s SEO and maintain
strong Google Search rankings. Make sure to include a text transcript
of the conversation below the video so that you get keyword “credit”
from the search engines.
Make your readers and customers feel important and well-informed
because they turn into your most powerful salesperson. To get there,
readers and customers need reassurance that your SEO IT Consultancy company
prioritise what they need. Make everything you write, say, and do about
your customers. You’ll get rewarded with a lifetime of loyalty.
Make your clients feel truly valued with comprehensive and streamlined SEO reports and make your job simpler.
Want to learn how to create SEO reports that educate IT services companies in London, grow their trust and rapport with them?
Read the full article on how to make IT services companies in London feel truly valued as part of your SEO IT consultancy, and even on a more personal level, too.
Fundamental of SEO Reporting
Creating organised reports, establishing value, and setting goals
1. Concise and Distinct Reports
Spend time to remove all unnecessarily information. The result should
offer a glimpse into what’s been happening for the last reporting. Let
your values and expertise stand-out using easy-to-understand and clean
white-labeled results even when the data doesn’t show much gain.
Although reporting is not the most important thing SEO IT Consultancy in London do, reporting keeps the ball rolling. Through reporting, SEO IT support services in London show their clients what they did and why SEO is important.
SEO reporting has purpose:
used to identify areas of the site that require improvement; and
used to monitor progress and measure impact
Reporting can be simplified and optimised like SEO. Accurately
portraying the result of your labor and highlight ways to streamline the
process allows SEO IT support services to focus on delivering results to their clients.
Here’s what IT services companies in London expects to see in SEO reporting:
Remember, create cleaner reports that only contain the most valuable and insightful information that show case actual result.
Specific: Roc Pro Mktg Ltd want to boost the blog’s traffic by increasing the weekly publishing frequency from 3 to 5 times a week.
Measurable: 10 % increase on the average number of pages per visit.
Achievable: Roc Pro blog traffic increased by 10% last June when we increased the weekly publishing frequency from 3 to 5 times a week.
Relevant: As the blog traffic increase, Roc Pro boost brand awareness and generate more leads, giving sales more opportunities to close.
Time-bound: End of July.
Defining clear report goals provide IT services companies to proper
SEO maturity expectations. Keep in mind that white-hat SEO takes time
to see the results. However, monthly reporting can help IT services
companies see not only their gains but what’s the next campaigns.
Building Relationships
Strengthening relationships with clients, stakeholders, and prospects
Providing insight that’s useful to IT services companies is what a report is. SEO IT support services have to determine what the client want to achieve.
Know Your Client
Understanding client is the key to giving them good service which in
turn results into strong customer relationships and new sales through
positive word-of-mouth recommendation. However, understanding them
requires a thoughtful analysis to identify their preferences and
anticipate their needs to exceed their expectations.
Here are ways to understand your client better:
1. SWOT Analysis
It’s important to evaluate each client individually. Knowing their
strengths, weaknesses, opportunities and threats let’s SEO IT
consultancies in London to see where the client wants to stand.
2. Competitor Audits
Your clients’ competitors are a goldmine of information. SEO IT
support services can use every aspect of that SEO strategy to help
clients’ website with organic traffic.
Performing an SEO competitor audit lets you:
Learn what works and what doesn’t in your industry.
Find competitors’ weaknesses, and capitalise on them.
Find competitors’ strengths, and replicate them.
Understand what SEO tasks to prioritise going forward.
Understand how difficult outperforming competitors in the SERPs is likely to be.
Take note that, just because an organisation may not be categorised
the same way as your client certainly doesn’t mean they aren’t a
competitor. Everything above is just the tip of the iceberg when it
comes to competitive analysis for SEO.
3. Website Audits
Website audit aims to increase online presence. It also identifies
problems with website architecture. Thus, sites learn where to improve
technical site performance.
These includes:
Reporting can be used to supplement client pitches that show case
where the opportunities are and where they’re falling short. Providing
potential clients compelling pitch that features customised advice for
their IT services website before they signed with a search engine
optimisation IT consultancy can gain loyalty.
User engagement
User experience
Traffic
Functionality
Site health
Website performance
Content , Keywords, and Rankings
Analysing keywords, SERPs, and content marketing
1. Gain/Loss Report
This part of the report should comprise at-a-glance findings that let everyone know instantly where they stand. This include:
Meeting goals
Missed goal
Discrepancies
One-sentence explanation of the most important finding
Be sure to include positive and negative results. Leaving the
negative information leads to unrealistic expectation and clients’
mistrust.
2. Keyword Analysis
Elaborate keyword intent and proposed new keyword targets for the next reporting period.
There are 3 types of intent:
Informal
Commercial
Transnational
These types of intend helps SEO IT support services to better understand user’s behavior and though processes.
Analyse data by determining the following:
Relevancy
Competition
Difficulty
Search volume
These can help SEO expects decide what is worth targeting and what isn’t.
3. SERP Features Analysis
A process of looking at the top-ranking websites in the SERP or
Search Engine Results Page to determine whether the keyword you want to
rank for is relevant and the possibility to outrank your competitors.
SERP analysis is an important part of keyword research.
Hence, recognising the importance of SERF while winning its different
features, it can be tough to sustain on to. You don’t have to panic if
your client has lost some SERP feature. You just have to educate your
client that it’s the norm and emphasise your action plan for
improvement.
4. Keyword ROI
Clients are prudently aware that a drop or rise in keyword rankings
can correspond to profit increases and decreases. To calculate keyword
ROI, multiply keyword search volume, CTR, conversion rate, and
conversion value. Educate your clients on how keyword rankings can
directly affect their business. Let them know how your work can impact
profit and which SEO improvements will lead to an increase in search
rankings.
5. Content Marketing
Content marketing and SEO always go hand-in-hand for one affects the
other in a multitude of ways. Here are some of the areas to consider
content-wise that has an impact on your website ranking:
Highly trafficked pages
Page optimisation
Rankings for core keywords
Link Building
Explain critical information about link building efforts
Educate your clients on the importance of links, like how link building work and how links are correlated to site performance
1. Domain Metrics
Know which domains link matters. Using Domain Authority metric will
determine the overall value of a domain that’s linking to you.
2. Domain Authority
Domain Authority is calculated by evaluating multiple factors into a single DA score. This includes:
Linking root domains
Number of total links
Domain Authority can provide a good overall metric to clients when
they want to know the quality of domains that are linking to their
sites.
3. Links Lost and Acquired
One of the important parts of any report. The number of links that
are lost and acquired throughout a specific reporting period will always
change. There are plenty of reasons why a link may be lost or gain
that’s outside of your control. Make sure to educate clients about the
difference in link quality and the nuances in that matter.
4. Anchor Text Relevance
Links from trustworthy, well-known sites that correlate with IT
services industry helps give search engines a clue as to what the site
is about and which industry they serve. Thus, anchor text is not
considered a strong ranking factor having good anchor text for back
links is important.
5. ROI
Determine the strict ROI of links can be difficult, especially when
there are benefits that go beyond a single conversion, things like:
Brand awareness
Quality traffic
Ongoing referral traffic
We cannot directly calculate the conversation of time, expertise, and
effort. Make sure that clients know that it’s against Google’s
guidelines to purchase links.
Link building ROI reports should focus on what goes into earning
links. Record any direct and extraneous costs and make connections as to
how they drive revenue.
Technical Site
Incorporate important technical SEO elements
Technical action which intent to improve search results which includes:
Optimising site speed
Including descriptive meta titles and descriptions
Ensuring the proper redirects in place
Educating the clients about technical issues can be a challenge. Keep
in mind not to use SEO and developer jargon and focus on explaining the
effect of what you’re doing. In that way, clients will understand and
engage themselves about the improvements on the site.
1. Back-end Factors and Site Health Issues
Clients are more apt at being judgmental if they notice a sudden drop
in organic search visibility, blaming Google or the SEO. They don’t
realise that their technical site health is the cause behind many issues
with sites ranking. Here are some health issues to include:
Metadata optimisation
HTTP status codes (4xx, 5xx, redirects, etc.)
Schema optimisation
Minifying images, JavaScript, and CSS as needed
Removing or adding plugins to optimise site performance (and why)
HREFLANG implementation or issues
Best-practice areas, such as proper canonicalisation, disavow requests, and internal linking additions
Let your clients know about these issues that needs to be fix so that they won’t put a blame on you.
2. Impact
Never forget to include current and expected impact of changes on
your report. This sets client expectations and helps them understand how
ongoing technical SEO can help their website visibility and traffic
continue to grow.
3. Prioritisation and Progress
Timeline of expected progress by prioritisation should be included for issues that haven’t been settled yet. This includes:
flagging areas that need to be addressed immediately,
explanation as to why urgency should be placed
Setting priorities should be according to client goals and having a concrete deadline so it won’t be neglected.
SEO reporting requires relating what the data shows to real events in
the client’s business. As long as you provide them with suggestions, an
action plan for improvement, and a thorough explanation, bad result is
easier to digest and move past. SEO IT support services may find SEO
reporting overwhelming, thinking about the troubles in making your
report, the deadlines and clients’ expectations. However, it doesn’t
have to be that way.
Will your IT services show up at the exact time when local customers
are looking? Will they pick you out of all the local businesses that
offer the same products and services?
Whether you’re a local business in London or a national individual
with multiple locations, you need an SEO strategy and SEO agency in London that will help your IT services company to comprehend on-site and
off-site tactic to increase your visibility in local search results.
Brick-and-mortar businesses wanting to win against competitors should
make sure all the local signals across Google’s local search landscape
are consistent and correct.
Not sure where to begin? Roc Pro created this comprehensive guide to
help local SEO professionals to jumpstart your strategy and gain an
exceptional understanding of today’s local search landscape.
But what exactly is local search marketing?
Local search marketing is a form of search engine optimization (SEO)
that helps local businesses show up in relevant local searches. It
applies to both single-location small and medium businesses (SMBs),
national enterprise brands, and chains. Some marketers call it “local
SEO” or “local search engine optimization.”
For a more casual or simpler definition, local search marketing is
all about putting your IT services business on the map in local searches
when customers are searching for a business like yours.
How Does Local Search Marketing Work?
Learning the ropes of local SEO in London for IT services companies
means building a firm foundation to gain the competitive edge. These
aspects are the following principles:
Google My Business Listing
Conceptualize and market your IT services company using the
Guidelines for Representing Your Business on Google. Google My Business
will also put you on Google Maps. It is how voice search figures out
“near me” and other distance-related queries. Failure to comply with
Google’s guidelines can result in ranking failures and even listing
takedowns. Make sure that your business should be in the same page with
Google on how to market your business and follow the appropriate
guidelines.
Site Authority
Your website can gather authority by virtue of its age; however, you
can seek authority by acquiring links and mentions of your business from
quality, relevant sources. Just beware of links from low-quality
sources or schemes that attempt to exaggerate link count with no concern
for relevance. The quality and authority of the links you earn have a
major impact on your local search rankings.
Site Quality
No amount of marketing can make up for poor user experience on your website so make sure to meet basic quality goals like:
Making your site mobile-friendly;
Fast-loading site;
Has responsive design to fit any screen;
Features high-quality content;
Free of malware or other malicious elements; and
Easy for customer to use
NAP Consistency
Every IT services business needs to know how to make an introduction.
What is the best and most professional way to present yourself to your
would-be customers?
The answer is NAP or common acronym for:
Name: Business name;
Address: where to find your business;
Phone number: how to reach you by phone;
Optionally, Website/URL and email address: how to reach you online.
You’ll also sometimes see this written as NAP+W or NAPU, with the “W/U” standing for your website URL.
NAP inconsistencies can misdirect customers, costing you revenue and
lower local search rankings result. For example, if a customer is trying
to contact an IT services company and found online listings
inconsistent with an old phone number, or multiple old addresses listed
for a business it would be a bad experience. The customer might think an
IT services company who doesn’t bother to update their contact
information isn’t trustworthy enough to handle their IT services
business either. The best SEO services in London will make your IT
services company stay on top of the online presence by keeping all your
directory listings up-to-date.
NAP breadth
Spreading your NAP across the Internet is a core task of local SEO in
London. Filling it on Google My Business and other business listing
sites like Facebook, Bing, Yelp, Superpages, etc. can boost and build
your structured local business listings. You can spread your NAP on
unstructured citations/mentions on social platforms, blogs, news sites,
and other resources to grow your business.
Acquiring a SEO services in London will also increase your IT
services companies’ online visibility for local consumers. SEO agency in
London will work to increase your page rankings, therefore increasing
your online presence.
Remember the number of structured and unstructured citations you earn can heighten your business.
Brand and Reputation
Customer always recognize a great business by its name. Utilized
“brand building” to establish and grow your IT services business’ online
presence. This will make your brand associated with your service, an
authority in your line of work, your website will get more clicks in
search results, make you stand out among other businesses, and people
will be more willing to become your customers.
Gather positive customer reviews by asking them for reviews
especially if you provided them with excellent customer service.
Building a good relationship with your audience and make sure it stays
that way.
Content Strategy
Content is your most important asset on the Internet. Useful,
informative, convincing, user- and SEO-friendly, and unique convinces
customers to do their business with you.
Keywords optimizes your content to help a great number of customers
find it. Take note that the content you produce should result in high
levels of user engagement and maybe shared by your industry and consumer
base, further promoting your business.
Competitive Edge
“Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.”
—Theodore Levitt, author and professor at Harvard Business School
In order to be remembered in a crowded marketplace, your business
should have a trait that’s worth remembering. You must look beyond the
basics if you want to stand out from the pack.
Getting ahead of your competition requires a unique effort for each
business, based on discovering opportunities your rivals haven’t yet
explored. Competitive difference-makers will be unique and represents
the advanced tactics businesses need to undertake when the fundamentals
fail to give them an edge.
Remember, a big part of local search marketing is making your
business show up in that local pack so that consumers can find and
choose you.
The speed of your website might be a strange thing for you to worry
about, but it is something that can disturb any metric that is important
for you. You have worked hard enough to make your site grow and made
sure it is serving the right purpose. Now that the audience is engaging
on a daily basis with the updates of your latest content, what if you
start noticing that even with consistent efforts, you are still unable
to retain user interest?
The situation may get worse if the number of visitors is decreasing
along with dropping email subscriptions and the sale of your products or
services. It obviously is something to worry about, but the ugly truth
is that your website isn’t as popular as it used to be anymore. You have
to accept the fact, and this is something that can’t be ignored. Using
the website performance report, you can easily spot what the reason
behind all the failure is.
Why does the website speed matter?
Website speed is of extreme importance because a fast website can
increase the conversion rate. The search ranking, page views, bounce
rate, visitors’ satisfaction, and even revenue is dependent upon the
speed of your website.
Websites with slow speed can lead to a decrease in traffic with few
results even if the speed reduces half a second. The search engine king
Google and even Amazon have experienced a drop in traffic, as well as
revenue, because of the delay in website speed. Like it or not, even the
most popular websites have to satisfy impatient web users.
Site speed for SEO ranking
Most of us make the mistake of overlooking the website speed and
prioritize other factors over it. But we need to think through the fact
that if the speed of your website is not good enough to direct traffic
and it takes a while to load, your visitors will move onto your
competitors.
You will experience a high bounce rate, and this being an important
SEO ranking factor can make your website stats suffer. This would lead
you to have a low average time on your page as your audience wouldn’t
bother to stay on your page till it loads completely. This would not
only trouble you with the SEO success but also the conversion rates
would decrease to the lowest level.
Website performance check
Today’s web users just don’t have the patience to wait when they have
so many other options to explore. Similarly, with the increase in
mobile users, the speed of your website is really going to matter a lot
for your audience and you as well.
It is of extreme importance that you regularly check the speed of
your website to make its performance consistent. Various tools can be
used to govern your website and keep a better track of its performance.
The timely updates and errors can be addressed using comprehensive
dashboard charts.
Website speed and user experience
Search engine optimisation or SEO isn’t a scientific formula that is
used to search engine performance. An efficient SEO strategy requires
you to take steps and satisfy users with what they expect from you. If
your users are happy with the experience you are providing them, you
will eventually manage to get what you want from the search engine
results too.
The crawl speed slows down with slow site speed affecting the
rankings of your website. As discussed above, the speed of your website
is a vital SEO ranking factor with lesser users coming to your website,
which ultimately affects the indexation as well.
Prioritize the speed of your website
The conversion rates benefit with fast site speed. The online world
is very competitive and call for a fast experience for the users. There
are various practical steps that can be taken—and should be
prioritized—according to their level of difficulty and your convenience.
Here are some steps that you can take to improve your website speed and overall user experience:
Improve response time for server
A common method for improving the response time includes looking for a
dependable web hosting service. Optimisation of the database
responsible for the site’s functionality and monitoring usage of code
can also come in handy. All this is categorized as IT purview and
requires extra execution cost and additional decision-makers.
Use of content distribution network
The adoption of content distribution networks is expensive and
time-consuming. It requires proficiency that an average consultant or
marketer might not have the ability to use. But the websites that are
able to afford it must use it because Google measures the time to the
first byte as one of the ranking factors and the remunerations can be
massive.
Relay reduction
Many SEOs transmit URL redirection mapping for an internal
stakeholder or client for determining simple server-side redirection
with JavaScript. These JavaScript redirections can be both easy or
complicated. Working with the front end developer can tackle changes for
the script-based relays. This can be difficult if the JS files affect
the functionality of the site in some other substantial ways.
Optimise content
Marketers at any level can install a WordPress plugin and reduce the
size of the images uploaded in a section of existing or new content
automatically. It does save the users a surprisingly large amount of
time when all the images of the page are compressed and sized properly.
It is something that can be done easily with a minimum level of
difficulty to achieve a high impact.
Therefore, no matter what kind of website you are running, you have
to maintain your website speed so that your customers can get easy
access to your content. Even if you think you are giving the best speed
possible, still try to improve and do your best. You can seek help and
advice from IT consultancies, IT support services and managed services
to improve your website speed because no matter what, users will always
demand fast websites. So why let them go to competitors when you can
retain them with some simple steps to improve website speed.
