Our On Page SEO Services Will Optimise Your Website

From the KW research, we are then able to start planning and structuring how your website should be planned out for each silo. The best way of showing this is using an example.

Now let's say that we run an SEO campaign for bobsbuilders.co.uk, a building firm based in Essex that does the following services; Loft Extensions, Orangeries, Conservatories and Double Glazing and he wants to target locations that are based in Essex – namely the main towns in Essex; Chelmsford, Southend, and Basildon in this example. After significant KW research, we’ve established that there is search volume for his services in the Essex and the three main towns that we’ve listed in this example.

As he only has the brand name in his website domain and none of the words actually relate to his services, nor the locations that he operates then we shall need to build out, or add them to the URL structure as follows:

bobsbuilders.co.uk/loft-extensions/
bobsbuilders.co.uk/loft-extensions/essex
bobsbuilders.co.uk/loft-extensions/essex/southend
bobsbuilders.co.uk/loft-extensions/essex/chelmsford
bobsbuilders.co.uk/loft-extensions/essex/basildon

This alone will help the search engines understand that bobsbuilders.co.uk are builders and they provide loft extensions for people living in Essex, Southend, Chelmsford and Basildon. But to do this we have had to load another 5 pages of content and each of those pages will need to include 500-800 words of unique that will link into phrases that people are typing into Google that are related to Loft Extensions such as ‘Loft Conversions’.

The same will then need to be done for Orangeries, Conservatories and Double Glazing, meaning that bobbuilders.co.uk has just had 20 pages of content added to their website that gives more information to the search engines that relate to the services that they perform and a larger website with more pages will hold more authority in the eyes of the search engines.

Yes, absolutely, although its importance has diminished ever since Google introduced its Google Panda updates from 2011. Web sites that were written very badly, that were difficult to read and understand and were stuffed with targeted Keywords.

The subsequent updates made by Google have made sure that relevant, unique and high readable content will win the day and out rank poorly constructed content, with overused Keywords that make the content illegible.

However, Google has now stated that they are unlikely to change their Panda algorithm in the future and that makes sense to us simply because you do need to have your targeted Keyword used a few times in the content…but not too much!

Once the URL structure has been finalised and published, as long as the structure has not been over-optimised for the targeted Keywords then it is unlikely that it will need to be changed.

If, however, we find that a client’s website had clearly been over-optimised for their targeted Keywords for that page, then it could be the case that we’ll need to conduct an SEO audit and re-build the URL structure in conjunction with using a lot of 301 re-directs.

Using our example of bobbuilders.co.uk in the previous tab, imagine if Bob then wanted to expand his service area or services? We could easily add in a new location for instance:

Bobbuilders.co.uk/loft-conversions/suffolk

Having the URL structure designed in this fashion allows for the website to be expanded to target more and more Keywords – allows it to grow, which is our target as a business for our client’s.