This week we feature our very own SEO expert, Avanti Kumari. Here she explains how the SEO process works and explains her role in delivering an excellent client service.
The arrival of the Penguin 2.0 Google update this year meant the end of ‘Old SEO’ and the beginning of ‘New SEO’, boosting the importance of editorial quality and referral sites. There has been a dynamic shift from the way SEO was performed, which means that a detailed site audit is now required for each new client before we jump into the pool of SEO.
As an SEO Engineer, you have to be constantly updating your knowledge, because Search Engines change their algorithms hundreds of times every year. This means that the techniques we used to improve a website’s search engine position last month might not work as well this month. Therefore, we spend a lot of time researching new techniques in order to stay at the ‘cutting edge’ of SEO innovations.
In particular, there are a number of SEO techniques that used to be popular, but now actually incur an SEO penalty from Google. Examples of these techniques include over-use of keywords, hidden text and paid for links. Angels Media only use genuine, or ‘natural’, link-building strategies, which ensure that our clients receive real and consistent results; not temporary quick-fixes.
Our first action is to understand our client’s objectives and do a SWOT (strengths, weaknesses, opportunities and threats) analysis to create an optimised SEO strategy. We do an industry-specific keyword analysis to determine which are the most relevant and profitable keywords to achieve the agency’s goals, and with those in mind we ask our team of specialists to create the content.
Our team of expert writers create specific content for each client’s web page following the guidelines of the SEO team. The content is keyword-rich and optimised for each client. We also improve clients’ ranking by acquiring links from high page ranking websites. These websites are highly trusted by search engines, meaning the link-back has ‘more weight’.
In order to achieve these high-quality links, which are worth the weight of hundreds of less high-quality links, we combine the work of our SEO team with our PR team. The PR team will write engaging press releases and then liaise with elements of the media in order to have the articles published, and therefore receive a high profile backlink. In short, by combining our PR and SEO techniques our team will give your estates or lettings agency the maximum coverage and visibility online.
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