Search engine optimisation is more than simply working out the best way to increase organic search rankings each month. It is about understanding how your users behave online, based on what search queries they use, what devices they browse and where they are.
There are many factors that contribute to a well-planned and successful SEO strategy. Thankfully you’ve come to the right place.
Our expert search engine optimisation (SEO) services look to partner with brands to truly get a sense of how they operate. Our team of specialists will work closely with you to develop a tailored SEO strategy based on the purpose of the website, requirements & key-performance indicators.
At MintTwist, we understand that organic search is no longer a stand-alone discipline. Successful and sustainable SEO intimately balances highly technical expertise, engaging, shareable content and brand exposure through targeted PR and blogger outreach.
That’s why for each campaign, our SEO specialists, marketing and development teams work closely together in our offices in Old Street, London. All activity is carefully planned, executed, and monitored to make sure it returns value for you and delivers on its objectives, more often than not in order to drive traffic to your website.
So how does it work in practice?
Search Engine Optimisation has gone through a radical change over the last 10 years. Tactics and techniques that would have been employed to increase Organic Search visibility even a few years ago no-longer drive SEO results. In fact, “grey” or “black hat” practices can lead to penalisation from Google, actually decreasing how visible a domain is through Google.
When looking at increasing organic traffic to any domain with SEO campaigns, it boils down down to two factors:
Ultimately, we can look at these two factors as disciplines of SEO. On-site SEO & Off-site SEO.
Well structured SEO services will:
On-site Search Engine Optimisations are changes that can be directly made to a website, changes that are entirely under our control.
This includes elements from technical SEO such as (but not limited to):
The other side of the coin for on-site SEO is content. A large proportion of what SEO activity consists of is the research, creation and optimisation of content. Many in the industry would argue that there is less of a focus on keywords, with the introduction of ‘Keyword not-provided’ in 2011.
However, if there isn’t an URL or landing page optimised for a particular keyword (or set of keywords) there is next to no chance that this will generate any traffic organically.
When we develop content for success in the long term, we look at the entire domain (as Google does). Google is advanced enough to understand if a landing page is directly relevant to the topics/themes that are covered as part of the whole domain.
As mentioned previously off-site search engine optimisation is to do with how authoritative/trust worthy a domain is. From a simplistic view. authority for a domain is increased through links to the website. However, this isn’t just down to how many links you have – instead think of this broken down into three core elements:
To boost the authority of a site, we need to drive relevant quality links through to our domain. But how can this be achieved?
We combine elements of content marketing, blogger/influencer outreach and PR to drive link acquisition. We believe that a core approach to off-site SEO is around the development of “hero” content combined with a strong PR strategy.
At MintTwist a core approach to link acquisition is the development of hero content such as videos, infographics or interactive pieces. Utilising the MintTwist PR team we reach out to contacts at relevant publications such as the Huffington Post, the BBC or the Guardian to feature this content. As part of this placement a link is normally provided back to the brand – as a form of citation.
This approach to off-site search engine optimisation enables us to drive some incredibly authoritative & relevant backlinks in accordance with Google’s webmaster guidelines.
Separately we also utilise more traditional link acquisition techniques such as blogger outreach, branded events and brand link building.
Back in the early days of Search Engine Optimisation the approach leant towards more underhand SEO tactics. This is to do with the use of aggressive SEO strategies that focus only on search engine spiders & bots and not a human audience. Often online marketing companies in london used techniques like this which didn’t follow search engine guidelines.
Previously, if you wanted to rank for a particular generic phrase, you could have bought ten-thousand backlinks from other domains with the anchor text of the generic keyword you wanted to rank for.
Search engine spiders or bots would identify this influx in links, take account of the anchor text and presume that this anchor text was an accurate representation of the URL or domain that was being linked to. Search Engines would then increase the domain’s organic rankings for this keyword – resulting in organic traffic growth.
This all changed in April 2012 where Google launched the Penguin update. This algorithm update was to help identify sites spamming search engine result pages. Specifically penalising those doing so by buying links or generating them through link networks – designed to boost Google rankings.
With the Google update, the playing field shifted. It was no longer possible to boost a domains authority through the purchasing of shady links. Instead, SEO experts and organic search professionals needed to identify new ways for link acquisition that were both in line with Google’s Webmaster guidelines and in-line with the Advertisement Standards Authority.
MintTwist is your local London SEO agency
Our agencies search marketing knowledge and expertise is just what you need to help your business grow its search rankings potential