Search Engine Optimisation (SEO)
What is SEO?
SEO stands for Search Engine Optimisation, which is the practice of increasing traffic to your website through improving your rankings in the organic search results.
Search engines such as Google and Bing have the huge responsibility of sorting through billions of websites to work out what the best result is for each search term, in order to do this, they use complex algorithms and semantic indexing which determines user intent.
Within this algorithm, there are over 200 ranking factors that are currently considered, however, Google keeps these ranking factors a secret and regularly updates their algorithm to give their users the best results. That’s where experienced SEO professionals come in.
Brace has a team of SEO experts based in Gloucester that specialise in cracking the code and optimising websites to increase their search presence in the SERPS.
We understand that every company wants their website at the top of the search results in an instant, however, a white hat SEO strategy takes time, and we will work with you every step of the way keeping you updated on your ranking and traffic changes, along with our bespoke monthly reporting.
If you would like to get a better understanding of how SEO works, check out our top ranking factors pie chart.
Does My Website Need SEO?
It is a given that a comprehensive SEO strategy will increase your search presence and drive more organic traffic to your website, but you may be wondering what value this offers and why it’s so important.
In today’s competitive market, investing in SEO is more important than ever:
- SEO can put you ahead of your competitors in SERPS
- Users trust search engines such as Google to give them the most relevant answers for their search terms
- An SEO strategy will not only improve your search presence but also the overall usability of your website, making it easier to generate conversions
- SEO is an investment, although paid advertising can get you instant results, you are paying for every lead the ad generates for you. Whereas, SEO continues to deliver over time as long as the website is kept up to date with the latest algorithm changes.
- Benefit from increased Traffic, Engagement, & Conversions, these factors all work together to help you reach your business goals.
Gloucester Based SEO Specialists
Why Choose Brace?
With over a decades worth of Search Engine Optimisation expertise improving the digital footprint and online reach of businesses across the UK, Brace is the best choice for SEO. In Gloucester, Cheltenham, Worcester and Bristol our clients dominate the top ranking results on search engines.
Our qualified team of SEO experts based in Gloucester are accredited by Google as leaders in digital marketing and innovation are experts in providing a results-focused service. Brace is always keeping up to date with the latest algorithms to ensure that your online presence is brought to the forefront. The high-quality content we produce for your online presence is to improve the visibility of your website.
As a recognised Google Partner and Squared Online/ Google Analytics qualified marketer your digital footprint is on the right path with Brace.
What goes into your SEO campaign?
To build a successful SEO campaign there are a number of factors to follow. From mobile-friendly design, easy to navigate structure, high-quality unique content, high-quality backlinks from other websites and social media activity, to name a few.
The physical website, social media, blogs, directories and review sites all encompass this. We believe in organic search results, as do the likes of Google and Bing. But we are also sales focused and constantly push to improve online rankings with our expertise.
Google My Business
Getting your website as the number one listing on Google is key. As the biggest search engine in the world, it can do wonders for generating business. Ensuring your Google My Business listing is complete and accurate is essential. This includes making sure you are placed in the correct business category, correct company title, having a link back to your website, accurate opening hours, correct address and a gallery of photos to illustrate your business services and activities.
Having all these up-to-date will improve rankings on Google when users are making search queries. Making the overall user experience easier. Not too mention GMB is soon becoming a great place to share news stories, events and offers, all direct within the search results page. This form of search engine marketing is essential for anyone looking to increase their presence in their local area.
75% of people never scroll past the first page of search engines. Ensure that your Google My Business listing is accurate and it will increase the potential of new customers.
This means to create a presence over a number of websites – whether that’s a directory, social media page or an online article – it shows that you are being recognised by others. It allows Google to see that you are a reputable company thanks to your mentions elsewhere, and can verify your strong presence online.
72% of online marketers describe content marketing as their most effective SEO tactic. Being present on other websites, whether that’s listing your business or promoting your products and services, shows that you are a reputable company.
The physical presence of your website and the content within it are key. After all, your website is your digital shop window. Having SEO rich content with relevant keywords make it more worthy of being high up on search engine results. Good quality content means good rankings. It must supply a demand for your customer and must be sharable. Not only that but it must also answer user intent – whether that’s responding to conservational queries or providing answers based on the user’s needs.
On-site content is the online version of a shop salesman. There to inspire, entertain and persuade you to purchase. It’s one thing to have a great looking site, but another to have a great looking site that is also selling your products, services and business with passion.
47% of customers view three to five pieces of on-page content before speaking to a sales representative from that company. Therefore having strong content on your website that sells your product is the difference between the customer making that call or searching elsewhere.
Once you have optimised your Google My Business listing, link signals are an important ranking factor. It it also the most important organic ranking factor. By ensuring that your internal links and page links within your website are functioning properly is key. Link building is when inbound links to your site come from another website. Therefore the better quality website that links to you, the more effective it will be. We believe in quality over quantity.
Search engines such as Google change their algorithm between 200-300 times a year and links are very likely to be part of the algorithm update. Therefore your website can slip down in the search engine rankings if you were not linked by reputable sites or the site itself has low-quality content. At Brace we encourage organic search results. Therefore we do not use black hat tricks which are most often penalised by Google. Instead we pursue organic SEO.
Businesses who blog receive 97% more links to their website.
How often do you look at review sites and recommendations from others when making a purchase? Whether that’s TripAdvisor, Trust A Trader or even on Facebook, Amazon and Google. Reviews are a key factor to customers handing over their money or going elsewhere. Therefore getting a good five-star review gives you a higher ranking on search engines. For local businesses word of mouth is king. A bad review can have a negative effect, but it’s vital to reply in a professional manner and take the feedback on board for a better future.
88% of consumers trust online reviews as much as they trust personal recommendations
Displaying reviews on your site can increase conversion rate by 270%
Social Media Signals
Social media platforms play a significant role in the success of marketing a business. Increased social media engagement directly impacts the SEO of a website because of the collective shares, likes and overall visibility of users interacting with your brand. The more users liking and sharing your posts the better. It shows that your website and its additional content is trusted by others and worthy of attention. Therefore putting in place a social media strategy will improve your online presence and awareness. Not only that but it will also allow you to promote your business’ high value campaigns, sales and products.
75% of marketers noticed that social marketing increased their traffic. It’s an instant way for potential customers to come across your business.
Search engines rely on user behaviour to analyse how people interact with a web page and how successful that site is. There are a number of factors to determine this, such as click-through rates which is how often a user clicks through to your site from an external link and bounce rates which are measured on how long users spend on your website.
The key is to keep your visitor entertained on your website and that’s achieved through good engaging content and opportunities offering your viewer to look at other parts of your website. Other behavioural signs include check-ins on social media and Google, showing others that you are visiting a local business or event.
Impressively, more than 40% of users now use the mobile ‘click to call’ function which allows you to contact a company at a push of a button.
When searching for a business or service, a websites’ SEO strategy can determine how high a link appears on the search engine. Using a combination of current location, language and browsing history the search engine will then present the best possible results tailored to the user. This is where having a strong Google My Business presence is needed.
72% of consumers who do a local search visit a business within five miles from their current location
Our local SEO package helps businesses promote their products and services to a nearby audience by improving their search appearance for relevant search terms in their local area.
Did you know 46% of searches now have local intent? That’s a huge audience your business could be benefiting from.
Before you invest in a local SEO campaign, arrange a meeting with us to work out which package will gain you the best results for your business. All SEO strategies have key areas that differ from others, making them effective in their own right. Local SEO is the best fit for companies that have 1 or more physical locations, such as showrooms or stores. Local SEO can also be perfect for any services that cover their local perimeter.
Appearing in the SERPS for local terms has a number of factors to take into account, check out our SEO pie chart to find out what we focus on to get you appearing for your local audience. As you can see from the pie chart, its not only your website that we focus on ranking, but your Google Maps listing too. Google My Business is essential for any local SEO strategy as Google feeds this information to a variety of different places, including a feature for branded searches and the local pack which appears in most local searches. A well optimised GMB listing will consist of a mixture of information about your business, including your category, images, directions, Q&A’s and one of the most important factors; reviews.
Not only is investing in local search marketing important for any business, but it can help increase brand awareness, online trust, traffic and conversions. Contact our team today to see what our experienced SEO’s can do for you.
Regional SEO focuses more on the larger city you are based in or are near, this is a step up from our local SEO package, offering your website more coverage over a wider area.
At Brace, we specialise in regional SEO services to ensure that you are appearing for your top keywords in the areas your company operates in.
We use a number of website optimisation techniques to ensure your website is geared up to appear regionally, along with a range of technical SEO practices and advanced SEO strategies to increase your exposure, such as backlink outreach and digital PR.
Regardless of the type of business, you are marketing online, it is very likely that you have a number of competitors that are hoping to appear for the same keywords as you, we advise investing in SEO to increase your visibility on search engines to make it easier for potential customers to find you.
Contact our team today to see how our regional SEO package can work for you.
National SEO is a long term investment that over time, can improve your search engine exposure nationally, increasing your website traffic tremendously.
Our experienced team of SEO’s will work with you to develop a national SEO strategy that will drive results, along with regular keyword monitoring and bespoke reporting, you will never be left in the dark on how well your campaign is developing.
A number of techniques will be used to improve your online presence, from PR and link building to branching out to other marketing practices such as PPC and social media.
Establishing a national presence takes time, but with tactics our SEO specialists use to get you ranking, you can be sure that our team are doing everything needed to get you national exposure.
Get in touch with our team of experienced SEO’s today to see which SEO package is best suited for your company.
get your free audit
If you think that you could be getting more traffic to your website but don’t know where to start, then why not let our audit point you in the right direction.
Just fill in the following form and a member of our specialist SEO team will get back to you with an easy to understand SEO audit report.