Search Engine Optimisation (SEO)

Google launched in 1998, and with it the era of the real search engine was born. It was by no means the first search engine: that was probably Yahoo, which launched in 1994. But it was the first systematic attempt to develop a page rank model that applied not to a specific directory or walled garden of information, but to the internet as a whole. 

 

Of course, technology has come a very long way since 1998. Some of us are old enough to remember the Open Directory Project and the era when 900 search results were considered a lot of information to handle. 

 

Today, Google dominates the market for search, with an estimated 91.5% of global searches, according to Statcounter. It is followed by Bing, Yandex, Yahoo and Baidu. Along the way, it has become the most valuable online advertising platform in the world, powered by its search engine advertising as well as its display advertising format. Google continues to innovate and expand, having purchased Motorola, Youtube, DeepMind, Fitbit, WayMo, and more, and also having launched Gmail, Google Maps, Android, Google Cloud and more. 

 

The ever-changing nature of search, together with the ever-increasing volume of data, means that Google is continually experimenting and innovating with new approaches to search algorithms, signals and ranking factors. 

 

We do not have a perfect understanding of these, given obvious corporate confidentiality and complexity. It is no exaggeration to say that Google probably handles more data on a daily basis than any other enterprise on earth. According to Siteefy,Google has indexed over 50 billion web pages, while there are 1.11 billion websites on earth. 

 

• We have never been as networked in all of human history as we are today. 
   

• We have never had such access to the world’s data and information as we do today. 

 

But together with the vast volume of data come obvious challenges: 

 

• Searches are now taking place not just on Google, but on Youtube, Tik Tok, Facebook, Instagram and many other platforms; 

 

• The more competing websites there are on any single platform, the more difficult it will be outrank the competition. 

 

This is where an active knowledge of Search Engine Optimisation (SEO) as well as audience definition form integral parts of any digital transformation project. 

 

Navigator Consulting provides a range of search engine optimisation services which, combined with basic website design principles such as calls to action, conversion funnel development and content marketing, can generate important returns for enterprises. 

 

Some of our SEO approach and methodology includes the following: 

 

Audience Definition

SEO success starts with understanding your audience. Our first step involves in-depth audience definition, profiling the companies and individuals most likely to search for and then engage with your content and offerings. By identifying their preferences, behaviors, and search habits, we tailor SEO strategies that align with your audience's expectations.

 

Keyword Research

Keywords are the foundation of SEO. Our keyword research involves identifying relevant and high-performing keywords for your industry. These include a mix of branded and unbranded keywords as well as simple versus long tail keyword search strings. This approach ensures that your content is not only discoverable by search engines but also aligns with the language and jargon your audience uses.

 

On-page Keyword Optimisation

Implementing keywords effectively on your website takes approximately 50% of overall SEO effort. Our on-page optimisation strategies involve placing keywords strategically in titles, headers, and content based on prominence, proximity, density and frequency metrics. This enhances the relevance and visibility of your pages on Google and other search engines, contributing to improved rankings on search engine results pages (SERPs).

 

Domain Name and URL Optimisation

Your domain name and URLs are more than just addresses; they are critical SEO ranking factors. We optimize your domain name and URLs to be both user-friendly and search engine-friendly, contributing to a positive user experience and improved search rankings. In some cases, we can leverage exact keyword matches into landing pages, microsites or other website offerings that combine SEO and conversion possibilities. 

 

Title Tags

Title tags are the first impression your page makes on search engines and users. Our SEO services include drafting keyword-rich title tags that capture user attention and provide a clear indication of your page's content.

 

Image File Names and ALT Tags

Images play a vital role in user engagement and SEO. We optimize image file names and ALT tags with relevant keywords, ensuring that search engines understand the content of your images. This enhances the overall SEO performance of your pages.

 

Backlinking

Backlinks are a key indicator of online authority. Our SEO strategies include building high-quality and relevant backlinks from authoritative sources. This improves your website's credibility and contributes to higher search rankings.

 

Average Content Length

Content is king, and the length of text content matters. Our SEO services include analyzing your industry and audience to determine the ideal content length for maximum impact. Google has long penalized “thin” website, and there is increasing evidence that longer word count articles are favoured. In each case, any content length must match user experience with search engine ranking factors.

 

Page Loading Time

User experience is paramount in terms of website usability. This is why page loading time is a critical factor in search engine ranking factors. Our SEO services include optimizing your website for faster loading times. This enhances user satisfaction and contributes to better core web vitals and thus improved search rankings.

 

We mentioned previously, we also ensure that all third party tools, such as Google Analytics, Google Search Console, and other services are correctly installed and operating. 

 

For a confidential conversation on search engine optimisation and how it can help you, please contact us.