Results-Driven SEO Agency
Is your business getting the attention it deserves? Let our SEO experts help.
Paramount Digital is a leading SEO Agency in the UK with over 25 in-house specialists and over 40 years’ combined industry experience – when it comes to effective digital marketing, it’s fair to say we know our stuff! Our unrivalled SEO services are catered to SMEs in the United Kingdom and across Europe, including Spain.
Google receives over 63,000 searches per second – so being recognised by search engines, and listing high in their rankings, can dramatically improve the number of leads and sales coming into your website. But getting you to number 1 on Google is only one area of what we do here at Paramount Digital.
Our team wants to help you be seen and heard, not only in the moment but for years to come. That’s why we take time to get to know you, your industry and your customers – allowing us to build an SEO strategy that is future proof.
At Paramount Digital we begin every client’s SEO strategy by crafting a unique buyer persona of your ideal customer, helping us – and you – to identify exactly how your customers use the web and interact with your business online. This allows us to find out what your potential customers are typing into search engines, so we can tailor your SEO strategy to those searches and get you in front of the right people.
Following this, during the first month, our experienced team of SEO experts will set up all the goal conversion tracking, which helps us closely monitor how business is going, and where we need to drive our efforts in order to garner the best results. Making sure that we can see exactly where conversions are coming from, gives us a baseline to improve results. (We track 100s of keyword rankings, amount of traffic landing on pages and conversions of each page).
Once the basis of your SEO has been established our SEO professionals will employ the very latest techniques to drive more traffic to your website with SEO optimisation.
Sound complicated? It doesn’t have to be! We like to become an extension of your business, and so at every step of the way we provide transparent and honest updates. With a monthly report that includes details of the work done, the work scheduled for the next month and any changes in your statistics, you are always kept in the loop.
Don’t worry – if tech is your bread and butter, we can simply provide you with all the monthly data you need to keep a close eye on proceedings – or if the talk of keywords and conversions leaves you feeling baffled, our team are happy to explain our processes (jargon-free) at every stage.
Here at Paramount, we provide SEO services for any type of business, whether a new business starting up and looking for basic SEO services to get their site underway or pre-existing companies who are just looking for that extra push in the right direction.
We offer an SEO digital audit to identify any immediate onsite SEO changes that need to be made to instantly improve SEO on your site. Our team will then undertake numerous SEO tasks each month to help your website improve and progress in its rankings.
We are always here to talk and discuss any issues or concerns you have with your site at any time, one of our team will always be available to help.
In its simplest form SEO, or search engine optimisation, is a set of organic, non-paid actions that help your business climb to the top of the search results. SEO is important for your online business as it makes your website more visible than your competitors. In essence, being higher up the rankings on search engines such as Google is likely to see your website gain more traffic, and in turn new customers. Something our SEO company can help with.
You’ve probably heard about the importance of using keywords across all the content you put out there, and this is a big part of Google SEO – but it’s not the only part. Our SEO consultants ensure that along with fully optimised content.
When you have a problem, where do you go for a solution? The chances are, like millions of others, you Google it. For that reason, it is massively important to employ an SEO strategy on your website – helping the people with a problem, to find your solution.
Here are just some of the main benefits of implementing a technical SEO strategy:
- Good SEO often relates to users having a good experience on your website
- Organic results mean that there are no fees for ranking on Google through SEO
- Build up your reputation through regular, consistent and useful content
- Builds trust and credibility with your brand, if customers and competitors constantly see you at the top of Google, they automatically begin to trust your business
- Get ahead of your competition by ranking higher on Google
- Inbound marketing that allows you to target the right people ensuring a higher quality of traffic
- The vast majority of searchers ignore paid ads and skip straight to the first organic listing
- A good SEO strategy can lead to new customers finding you, and can directly influence their first impressions of your business
- Drives offline sales, our customers have reported an increase in walk-in business thanks to people finding them on Google
I am yet to come across an organisation which is so true to their word. I went to Paramount Digital hoping to get help with my digital marketing issues and they have truly exceeded my expectation from the time I had my very first conversation with them. Thank you for guiding me through a process which was very alien to me and my team and thank you for being amazingly honest with your advise and finding me ways to save money. I could not praise this company enough for having such excellent work ethics, for truly caring about their customers needs and for the honest helpful advise. ABSOLUTELY OUTSTANDING in your field!
I have worked with Paramount Digital for 3 previous businesses that I have managed in London and still refer them to anyone who wants to improve their business through digital marketing.Dave and his team have built our clinics websites from scratch, giving a more luxurious and user friendly feel, they also deal with our SEOs on a monthly basis and we have seen a massive increase in new enquiries and traffic to the website. They also give great sound advice when we want to boost specific treatments. Highly recommend this company!
We were recommended by a few business people that Paramount Digital were the guys to go to for a full website and hosting service. David, Brad, Sam and Jenny to name a few have been so help and professional. They really know their stuff and we have been impressed. I would recommended this business without hesitation and have done already.
My clinic has been using Paramount Digital for years and from the first phone call they have been really impressive. The SEO results have been consistently strong and their customer service is excellent. Whenever I have a problem or question they have always responded immediately and have either resolved the issue or given me really good advice. They have always gone above and beyond what they are contracted to do. I would highly recommend their services to anyone looking to work with a professional outfit to positively impact their SEO.
I have been with Paramount Digital for over 18 months now, the team manage all aspects of our digital marketing – SEO, Google Shopping and Social Media Campaigns for my website Clarkes Golf, our online sales have increased by 90% as a result of the work completed, receiving regular reports providing transparency in the work completed clearly showing the improvements being made, I HIGHLY RECOMMEND Paramount Digital if you are looking to improve your online presence and increase sales (difficult to understand the negative review as the team have always gone above and beyond) A results driven, transparent Digital Marketing Agency.
Thanks at all the team at Paramount, especially Dave, Andrew, Alex and Sam who have helped us massively with our journey online.
Paramount Digital have been helping me with our SEO and PPC for the last 2 years. I am very familiar with both areas, but needed help to improve our performance, increase the number of new leads, and get a better ROI. I can honestly say that they do great work, are a fantastic team, and most importantly – they deliver what they say they will. If I’m still happy 2 years later, that says it all. They are always available to talk when needed, they go the extra mile, and they really care about doing a great job. I can’t recommend them enough. David Hunter, Andrew Gillespie, Sam Rourke, and the rest of the team have shown me why it’s so important to listen to the experts in this area. The results have been amazing, and I hope to enjoy working with them for many years to come. Jill Wright, General Manager of The Harley Street Smile Clinic.
Since Paramount have taken over our google marketing and social media we have had a huge influx of business. Dave and his professional team are extremely helpful and responsive- I would highly recommend Paramount for all your website and online business promotion needs!
We have been working with Paramount Digital for almost 2 years, managing our SEO, PPC and more recently targeted Remarking and have seen a drastic improvement in online sales in such a short space of time.
We always find that the staff are easy to work with and are always on hand to discuss new avenues and ideas to optimise our website. We find it hard to believe the negative review as Dave and the team have gone above and beyond for us, and we would highly recommend Paramount Digital to anyone looking to increase their online sales.
Paramount were our 3rd SEO company having tried 2 before that were basically useless, took our money for 12 months and did more harm than good.
Paramount are the real deal, have improved rankings and increased site turnover.
I find staff to be helpful and professional. They do know what they are doing. And whilst it wasnt an overnight success, nothing is with SEO, we are now benefitting from the hard work they have put in for us.
We have had no experiences like some of the negative reviews here and wish everyone as Paramount every success in the future. For sure we will be along for the ride if the upward trends continue…
Excellent customer service and great results form our marketing campaign – would highly recommend Paramount Digital for your digital marketing strategy!
Great company to work with. They assisted our company with SEO and website optimisation. Would definitely recommend their services.
Excellent, proven results from professional, friendly staff. Recommended.
How do I start SEO for my website?
Like most marketing campaigns, SEO marketing always starts with research! Start off by asking yourself the following questions:
Which keywords does my website already rank for?
There are multiple ways you can find out what your website currently ranks for. You can use paid options like a keyword ranking report or SEMRush – but alternatively, you can set up Google Search Console for free. The performance report will give you the exact keywords your website is currently getting impressions and clicks for, making it free and straight-forward to get started!
Which keywords are my customers typing into Google?
Again, there are a couple of ways you can find this information. Firstly, you can use Google’s keyword planner, but this will only give you limited information depending on how much you spend on Google Ads. You can also get Google’s exact information by using third-party software such as KW Finder, which is much easier to use but will cost a monthly subscription. Another way we like to find relevant keywords is through competitor research, which involves gathering information from five competitors and identifying if we are missing any important keywords that are gaining traffic for competitors.
How many people per month search for my services?
When you carry out keyword research, this will give you the monthly figures on how many people are searching for your services in your target area. This could be Liverpool, Manchester, London or places even further afield such as Marbella.
What areas am I looking to target?
This is a key bit of information before embarking on any digital marketing campaign. You want to make sure that there are sufficient people in your area searching for your services. If there aren’t enough people aware of your product, we would recommend that SEO isn’t the best step forward for your website at this moment in time (we might suggest increasing awareness of your product via social media or other channels first).
How competitive is the industry?
Before we start working on an SEO campaign it’s vital to know if we are going to be able to achieve results! Let’s not pull the wool over anyone’s eyes – if you want to rank for “car insurance”, it’s going to take a long time and a lot of investment for the following reasons:
You are competing with well-established companies
They have a huge marketing budget for TV ads etc.
They have inhouse teams of 10-15 people working solely on content and SEO
Realistically, are we going to be able to catch these companies that have been doing this for 10 years plus? Probably not. We will always be honest with your expectations from the beginning and do everything we can to improve your SEO with a strong long-term strategy.
Can I do SEO myself?
Yes, anyone can learn SEO! There are 1,000s of online tutorials, blogs, seminars and podcasts that aim to educate the average Joe on the do’s and don’ts of SEO, and most of it is free. Many people, including us, find it a very interesting industry that is constantly evolving – but you must consider other factors such as:
Could you spend your time more productively?
Are you going to invest £1,000s in SEO software as we do?
Are you going to be able to carry out all aspects, such as graphic design, content writing, technical SEO, user experience (UX) and user interface (UI) testing, content marketing? We have specialists in each of these departments to make sure the job gets completed correctly.
To carry out all the tasks listed above is a full-time job and requires a healthy investment in software. So, it really is worth considering removing the headache and finding the right SEO partner to carry your business to the next level. Affordable SEO services do exist.
How much does SEO cost?
At Paramount Digital, we don’t provide set SEO packages as these don’t work in an industry where strategies differ from client to client. We carry out all the research required and come back to you with a proposed affordable SEO budget.
This will be based on a couple of factors:
Where you currently rank – The further away you currently are from the top, the more work is required to get your website into the positions required to start gaining traffic.
How competitive your industry is – If you are targeting an easy term like “Plumbers in St Helens”, this is a localised, low-difficulty search term, so it wouldn’t require as many hours work as a national campaign. If you are an e-commerce store competing nationally, we would need more hours spent on your campaign to see the results you require.
How can I track the performance of my SEO campaign?
The performance of an SEO campaign should be judged on the following factors:
Rankings – We track over 150+ keywords rankings for every one of our clients. You should start to see your organic rankings grow from month one
Impressions – This is the amount of times your website has been shown in a search engine. As your rankings increase, so should your impressions
Traffic – This is the next goal once your listings start to become more visible as more potential customers should click on your listings. We can improve your CTR (Click Through Rate), by making meta description, page title and schema more attractive
Goal completions – The most important step is that the increase in traffic should lead to an increase in customers. Unlike other forms of advertising, all digital advertising leaves footprints so we can track the users journey right the way through. You can then use this information to tailor your sales pitch.
How long does it take for an SEO strategy to work?
Contrary to popular belief, SEO work can have an impact on your rankings within hours! This has been tried and tested here at Paramount Digital. We can create a new targeted page on your website with 400+ words of content, correct metadata and internal links – then all you have to do is submit the page for index through Google search console. As long as you ensure this work is done in the correct manner, this page could be on the first or second page of Google in no time! Granted, this will not work in a competitive niche, but it could start generating a small amount of traffic immediately.
That being said if you have purchased a brand-new domain, this will have no authority and could take a while to rank organically. Again, this will depend on how competitive your industry is. Here at Paramount Digital, we would always recommend structuring your website, so you are targeting both:
High Volume and Competitive Keywords = Longer Process
Low Volume and Less Competitive Keywords = Quicker Process
No matter how competitive your industry is, you want to make sure of these two main things:
Your agency is carrying out SEO work that will benefit your rankings most
You are getting value for money i.e. the budget should reflect on the amount of work and time allocated to your SEO campaign
If you want to find out if your current SEO agency is doing the correct work for your website, contact one of our SEO experts today. They will give you a free, technical SEO audit to identify the best place to invest your optimisation efforts.
Is My SEO Company doing a good job?
If you’re asking yourself this question, you probably know the answer….
There are a couple of key questions we like to ask people who already have an “SEO expert” working on their website:
Do you get a monthly report and proof of the work carried out?
We have a lot of companies that come to us asking for an audit of their website. One of the first questions we like to ask them after conducting the audit is “do you currently have an SEO company and if so, what are they doing for you?”. Unfortunately, a huge number of these companies tell us that they’re not sure what their current SEO company are doing. Most don’t receive a monthly SEO report detailing the work done that month, and the progress it has led to, leaving businesses in the dark about their own SEO campaigns.
This indicates there is an issue, maybe they know the work they are doing isn’t enough for their budget, or they are ashamed of the work they are doing. In some cases, they may not be doing anything at all!
Here at Paramount Digital, we outline the work we are going to complete for your budget at the start of every month. We then explain how this is going to benefit your organic rankings. At the end of the month we will send a monthly SEO report, showing the work we have done, and how this has impacted rankings, traffic and conversions.
Do you have Google Analytics set up?
This is the foundation of any digital marketing campaign; you need to have your Google Analytics set up so that you can track the effectiveness of your work. It’s all well and good driving traffic to a website, but if this traffic isn’t relevant there is no value in the SEO service. If your Google Analytics isn’t set up, it’s a big indicator that your SEO agency isn’t carrying out the correct job.
Are you seeing an improvement in rankings?
One of the most important factors in any SEO campaign is rankings. With no ranking, your website will receive no traffic. As an SEO Agency we track over 20,000 keywords across all our clients, this gives us a greater understanding of how your website is performing in search engines. We are able to find out which keywords have improved, and which pages have not seen an improvement, so then we can then target our SEO work to specific pages. As well as this, we can also quickly see the impact of a Google algorithm update, so we can react as fast as possible.
How search engine optimisation works?
If you’re taking this back to basics, a search engine is there to find you the most relevant results for your search query. Google and all other search engines simply want to give users the best possible experience on their search engine. Why? Because if the user has a poor experience on Google, then they will search for their information elsewhere (Twitter, YouTube etc.)
Here is what gives a positive user experience on a search engine:
Usability – The website that people are landing on must be user-friendly, e. fast page loading speeds. If the site loads slow then the user will have poor user experience as they will have to wait a longer period than needed to see the information they requested. Is the website mobile friendly? If the website isn’t mobile-friendly that will give the user a poor user experience as they will find it difficult to read the information on a mobile screen. This is especially important in the current age in which more and more people are browsing on their mobile as opposed to desktop.
Relevance – As a search engine, Google wants to display relevant information, so if someone searches for “head tennis rackets”, the search engine displays a variety of companies selling “head tennis racquets”. They deem a page relevant based on its contents, this includes page titles, meta descriptions, heading tags, bulk text, alt tags and much more.
Authority – This is how much Google trusts your website. Google is a search engine and doesn’t know your business, so you need to make sure your digital footprint makes this as clear as possible to Google. Trust with Google is built in many ways including, domain age, backlinks and how frequently the website is updated.
Why have my organic rankings and traffic dropped?
There could be many reasons why your organic rankings have dropped, some of these include:
Recently launching a new website – If you launch a new website, there are many launch tasks you need to complete to ensure your rankings don’t plummet. At Paramount Digital, we have seen this happen many times with clients who have rushed the launch of a new website without completing some of the following:
Removing sections of content and pages
Removing the no-follow tags
Removing place holder text
Removing broken internal links leading to 404 error pages.
It’s important to do your research and make sure a professional has audited the website prior to launch.
The website being hacked – Google can very quickly identify a hacked website, and once this has been recognised, your rankings will soon disappear. You then must identify the damage and clean the hack, remove all back doors, and change all passwords. After the website is fully clean and secure you can then resubmit your website back to Google to be reviewed.
Algorithm update – A Google algorithm update can make or break a website. It can see a boost in rankings but can also result in your rankings taking a large drop. Algorithm updates can seem a daunting topic to understand but it is simply Google updating their ranking methods to give users the best results possible, (and potentially remove people that have been caught cheating the system!). If your organic impressions and rankings have fallen due to an algorithm update, it may be time to question what your SEO agency has been doing. Penalised tactics often include low quality content and poor-quality links.
The website being down – If your website goes down for a period, Google may not want to rank your website as highly, as it’s not providing a sufficient user experience. Imagine if you searched for something in Google and the first five listings you clicked on didn’t work – you’d very quickly become frustrated with Google and potentially use a different search engine. Google doesn’t want to lose their market share, so they simply will not rank a website that goes down.
Slow load speed – If you’re running too many plugins on your website it could severely slow your websites load speed down. Similarly, slow load speed leads to a poor user experience, so you should always keep a close eye on your websites load speed.
Competitors being more productive – If your competitors are carrying out better SEO work, they will naturally catch you up and move above you in the search results. For this reason, it’s important that employ the right SEO company who can achieve the best results within your budget.
How will blogging help my SEO?
Blogging works hand in hand with SEO, and a well-written blog can provide your customers with the answers they’ve been searching for. Blog posts generally use a handful of on-page SEO techniques, therefore giving you the opportunity to get more users visiting your site and making sure that the right target market and clientele are finding you. This can be done using sponsored blog posts, as well as by increasing the number of blogs written on your site, as this will often lead to an increase in traffic, so the more blog posts the better. People want to see that you’re consistently putting out informative, relevant and useful information, and a blog is a perfect place to do this. The more information they are provided with the more trustworthy they will value your site as.
Five reasons why blogging can improve SEO on your site:
Keeps your website current
A blog keeps users on your website for longer as they have content and articles to read through
Can help you target keywords you couldn’t fit within other sections of your site.
Blogging gives you a great opportunity to include internal links to certain pages and specific products which you need to boost sales in
Helps you connect with your existing audience whilst also bringing in new readers
By having blogs on your site, you’re able to build trust and add value in an effortless way. This then encourages clients to re-visit your site, as they know they are receiving reliable, industry-relevant information which will can help them in the decisions they make.
How does website design affect SEO?
Web design can have a big impact on SEO and how your site is ranking. If your website isn’t visually engaging to the user, they are much more likely to bounce straight off the website, and onto a competitor. This is an important aspect to look at when considering your website’s SEO, as Google monitors the bounce rate of a webpage.
When designing your website, you must remember that content is crucial, and this is what your site should feature the most of. Google will identify the searched keywords that are included in the content of any search result it shows you, so including the most relevant keywords in your content is crucial for boosting your rankings. It’s important to remember that content is a more important factor than any graphics you have on-site for boosting SEO.
Another important factor when setting up your website is choosing an appropriate domain name, as this will directly impact your SEO in a positive or negative manner. Securing an affective domain name which includes popular keywords is important for bringing in the right target market to your site instantly and increasing your ranking.
Remember to use a variation of channels such as Instagram, Facebook and Twitter to gain as much traffic and popularity to your site as possible. The more channels you have set up which link to your site, the more authority you will get. Again, this will help you gain better rankings. You could even think about setting up an online app which links to your website.
Make your site easy to navigate during the designing process. This can be done using various methods including language design, making sure the content is easy for the users to read as well as internal links directing the audience to the right pages. Using relevant titles and headings helps to make the users experience better as well – so there are several things to consider. This area is normally left down to the professionals in web design, but coding is key here, and easy identifiable and readable code lines will again boost your SEO ranking. Coding which is difficult to read and negative will affect your site negatively.
What is the best CMS (Content Management System) for SEO?
Setting up a website can be a daunting task. From design, functionality, colour schemes and budgets – there is so much to consider. The CMS you choose will play a huge part in the website set up, but this won’t only affect the budget it will also play a large part in the performance of your website on search engines. There are multiple things to consider when developing a website, including:
How your customers find you – Do the majority of your visitors come from mobile or desktop? This is a key factor in any web development project. You want your visitors to have the best user experience, so it’s important to cater to their needs.
Website load speed – The website’s content management system can have an impact on the load speed of the page. Page builders often carry a lot of unused code, which will have a knock-on effect on things such as, load speed, user experience and rankings.
How important is good content to SEO rankings and website traffic?
A web page without any content included is basically pointless. This can come in the form of text or images on the page and is a large factor as to how any webpage on your site will rank in Google search, as well as affecting the bounce rate of these pages.
Bounce rate – This is the number of users who only stay on one page of your website before moving off the website completely. By creating engaging and unique content that is informative, you are more likely to appeal to the user enough for them to move onto another page on your site. This could be providing a product page with enough useful information that the user proceeds to the checkout page or moves onto another page with further information through the use of internal links.
Nobody wants to go to a webpage looking for an answer to a question and be left disappointed. So informative content is useful in keeping users on a page for longer, building trust and hopefully getting them to use your service as a result. However, it’s important to note how much content is optimum for a web page before starting to write it, so you can plan out your writing and make sure it includes all the necessary information, whilst also remaining engaging to the user. The optimal length of a web page should be 600-700 words, however this can depend on multiple factors, such as the base traffic coming to the page already and how niche the market is.
To ensure that Google recognises your text as useful for keywords, you should look to include these when you can throughout your content. More than one mention of the keyword is acceptable, especially in longer pieces, but you should look to avoid overusing a keyword as this can be considered keyword stuffing.
Keyword stuffing – this is when Google reads the same keyword multiple times in a short period of text. Where excessive keyword use has been implemented, Google acknowledges this as a means of improving a site’s Google ranking. Google sees this as not being an organic use of the word/s in the text, and therefore could punish the page as a result. By being more caution about the keywords you include and offering a couple of variations in your text that have popular search volume, you are more likely to rank higher for multiple keywords.
To break up your text, you should look to add relevant images to your content. This not only helps the UI (user interface) become more visually appealing, which is less likely to put a user off reading the content on the page. It is also possible for images to help a page rank on Google, even if the contents of the image can’t be read. For this, you use an ALT tag.
ALT Tag – also known as an ALT attribute, it is applied in the back end of a website and is used as a text alternative to an image. For example, if there was an image of a Lego airport play set on a product page, then giving it an ALT tag of “Lego airport play set”, would let Google know that this is what’s on the image, and deem it relevant to that page.
When writing content for your webpage, it’s important to make it as professional as possible in order to uphold the values of your company. Be sure to double, and triple check your content, as although it might make sense to you, it could be less obvious to someone outside your industry. It’s equally as important to get a fresh pair of eyes on the content before it goes live. This can be done by asking someone else to proofread your writing or checking over it again the next day to amend any grammatical errors you may have not spotted on a previous read through.
Keeping a consistent font throughout all the content on your website is also important. Not only is it more pleasing on the eye, but it can make for a smoother read for the user. It’s also a good idea to include subheadings when possible to break up your text into smaller chunks.
You may be asking “why is the presentation of content important when keywords and alt tags are all that is useful for rankings?” and the answer to this is simple. Keeping users on your site for longer is vital for generating more traffic. This proves to Google that your content is useful to the user and will lead to your website being deemed more trustworthy in Google’s eyes as a result, thus ranking higher for the keywords you’re trying to target.
How does web hosting affect SEO?
Everything works hand in hand when it comes to a successful SEO campaign, and this even includes who hosts your site. It’s crucial to choose a good web hosting provider that is right for your website. If you do, it will see your company achieve its SEO goals much sooner. The right web hosting can influence certain aspects of your site, such as uptime/downtime along with the performance and speed.
The pages of your site should load instantaneously and efficiently to give the users the best possible experience because if it doesn’t it can affect your websites overall ranking. In order to have a fast loading website, you need to have selected the best-suited hosting server for your site along with efficient coding and images.
When selecting a web hosting, it is crucial you bear in mind the IP location and where you are based as a company. For example, if you own a clothes shop in the center of London it would be beneficial to have a web hosting based in the United Kingdom, and preferably in London as it will increase the load speed to your website. On the other hand, if your site was being hosted by a US hosting provider, not only would it slow down the load speed to your site but it wouldn’t localise to your target market either. We’ve seen this many times before, and Google deems these companies as more relevant to people in the US when in reality they are trying to bring in people from around London to visit their shop.
How important are backlinks for SEO?
Backlinks are very important when it comes to SEO. If you have a website which is struggling to rank, gathering backlinks is a good method to see your rankings increase. Your website will see an increase in authority if you have blogs, websites and other backlinks directing users to your site. However, when obtaining backlinks, you need to check through the domain to first see if it’s beneficial to use.
We recommend using a site called WHOIS. They can bring up key information such as when the site and domain was registered, which is helpful as the sites that have been around for longer have more authority, and so would be more beneficial to your website. For example, you’d want to be looking at getting a link from a site that was registered in 2001 rather than 2010.
Backlinks to your site also open up new opportunities for a wider target market or client base. Not only are you retaining a good relationship with your pre-existing customers by keeping the site fresh, but backlinks are also bringing new clients in from the sites with authority – so you are seen as reliable and trustworthy. This can encourage them to click the link and view your site and even go on to purchase your product or services along with following other channels such as Facebook and Instagram.
Backlinks are also beneficial for SEO as you can use this as an opportunity to promote. For example, you could make sure the domain linking to your site is focusing on a specific page or product. If this page was struggling and wasn’t achieving the same goals as other pages or there was a sale on this part of your site, it can be a great way to bring in potential customers.
How to write perfect page titles for SEO?
When trying to write the perfect page title and meta description for your site, we would firstly browse Google and look at some pre-existing page titles and meta descriptions to view their format and see what features that title and meta description have that are encouraging views.
We would then undertake some keyword research to identify what your target market is searching for. This is important because Google uses keywords as a ranking tool, so if you have the target keywords or phrases included in your page title it will help your site rank better. A perfect example of this would be if the searcher had typed in “car wash services in Liverpool” and your page title was displayed as “car wash services – Liverpool – company name”. Straight away you’re identifying the searchers needs as you’re including exactly what they are searching for in your title. This is why we would encourage keyword research and understanding titles and meta descriptions before you design your own.
Another factor to consider is the length of your page titles and meta descriptions. The maximum length for a page title is 64 characters and 156 characters for a meta description. If any of these elements exceed those character limits, Google will not show them, rendering them pointless. Although this is not a ranking metric, having a punchy, engaging page title and meta description that includes relevant keywords is important in getting users to click through to your website.
When writing up your meta description we would recommend including a USP (Unique Selling Proposition) and reasons as to why your site is different and better than your competitors for the top spot on Google search. This is the first opportunity a potential new user has to see what your services have to offer, so ensure that key selling points such as “free next day delivery!” or “world’s largest range” is included – if applicable to your business of course.
Another crucial tip to remember when you are creating your page titles and meta descriptions is to not get too lazy. Duplicating meta descriptions across multiple pages on your website will not go very far with search engines like Google. Each of your web pages should be different, allowing for fresh, engaging content. This means that no two meta descriptions should ever be the same, as no content will be the same on any two pages on your site.
What is the difference between on-site SEO compared to off-site SEO?
On-site SEO is all about the development, sufficiency and relevancy of the pages on your own website to ensure it achieves high rankings for the terms you want to target. This includes making sure page titles, headings and content across all pages include target keywords, so Google sees your site as a relevant one for searchers. Things such as making sure your images all have ALT tags, social media links, NAP (name, address and phone number) displayed in the footer and being clickable for searchers along with copyright being up to date and the page being mobile friendly can all make a huge difference.
Off-site SEO is not done directly on site, as you look to improve your website’s authority and exposure through backlinks, guest blogging and social media. This metric is used to show Google that your site is trustworthy as it has been linked to from pages with existing levels of authority already. If Google can spot this quickly then this is giving them less work to do, and passing authority to your website, everyone’s a winner!
Off-site it’s also key to keep up an active and fresh social media page. By doing this you are staying engaged with your current audience and encouraging them to keep returning to your website for fresh content. By doing this, your website is also reaching out to new clientele due to the volume of people that use social media channels, so ensuring your page is active on these platforms gives your website a better chance of generating natural traffic.
Why have my Google rankings and traffic suddenly dropped?
Rankings are constantly changing in Google. Some may have a gradual positive impact but unfortunately, sometimes your rankings will plummet. However, the key thing to do is identify what happened. Questions to ask yourself include:
Is it a sitewide drop or specific pages? A sitewide drop would indicate something has dramatically gone wrong with your overall website. This could include your website being penalised by a Google algorithm update for duplicate content or poor-quality links. Alternatively, if your websites sever has been down, you haven’t paid your domain name renewal or have been hacked for a period of time this will also have a sitewide affect. In these cases, it is imperative that you alert your SEO agency immediately.
If the rankings drop has come from one collective group of keywords this is more than likely related to a page on your website, not your whole domain. This is likely down to a single onsite factor that has been overlooked, the first thing any SEO expert should check is if the URL is still live. We have seen it many times where a web developer has changed a URL unaware of the damage this will cause to rankings and organic traffic.
Has there recently been an algorithm update? Google release minor algorithm updates every day which affect Google rankings differently in each sector. But a couple of times a year they will release a core algorithm update, which means their core changes to the way in which Google ranks websites. If your rankings have dropped, we would suggest Googling “Google algorithm updates”, this will give you all the latest information on Googles updates. If you are still confused after reading online articles, you could always reach out to an SEO expert at Paramount Digital for some additional guidance and advice.
Is it an industry trend for this time of year? Digital marketing and Google are exactly the same as the high street – there will be industry trends based on the time of year. If there are fewer people searching over a period, you will naturally have less traffic going to the website. At the end of the day, if you are selling coats, fewer people will be searching in summer so you can naturally expect your traffic to decrease until the weather starts to go cold. Similarly, if your product has had some bad press, you can expect fewer people to be looking for your products.
Conduct an SEO crawl and check log files? The next thing we would do as an SEO agency is to crawl your website to identify issues. We would recommend using Screaming Frog, SEO Spider or DeepCrawl software to do this. This will highlight any technical issues with your websites such as 4xx or 5xx status error codes and slow response times. This will also identify technical SEO issues such as canonical tags, www, and non-www versions of your website, robots txt, no follow and no index tags.
Disavowed backlinks that carried some value? The final thing we would suggest checking is that your SEO company hasn’t disavowed any high-value backlinks. Authority is one of the Googles main ranking metrics and this is built up from backlinks from relevant high authority sources. If these have been disavowed (meaning that Google has been told to ignore them), then this will affect your Google rankings. We would suggest going into your Google search console and checking the last time a disavow file was updated.
Do you follow Google’s Webmaster Guidelines?
Absolutely. Our talented SEO team is well-versed when it comes to Google’s Webmaster Guidelines, whether that’s their general guidelines, content-specific guidelines or their strict and continually expanding quality guidelines. With hundreds of algorithm updates and changes per year being applied by Google to their search engine, it can be extremely difficult to keep up with, especially whilst running a business at the same time. That’s why it’s important you use a great SEO agency who will keep you in Google’s good books and out of any potential trouble that could cost your business search visibility and money. Recovering from SEO penalties and drops in rankings is much harder than simply doing things right from day one.
At Paramount Digital, all our SEO experts keep up with what’s going on over at Google, continuously refining our knowledge and using our wealth of client data to see what’s working, and what isn’t. If something changes, we will know about it on the day and immediately adapt where necessary to ensure continued success for our valued clients. That includes general updates and big algorithm changes like Google’s Panda and Penguin updates that caught a lot of people out.
We are a white-hat SEO agency and will never jeopardise the success of our clients by taking shortcuts – that includes on-site with things like keyword stuffing, hidden content or duplicate content, and off-site with things like PBN links, SPAMMY anchor texts and low-quality links from bad online neighborhoods.
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