Search engine optimisation (SEO)
Search engine optimisation (SEO) isn’t the holy grail of the web industry that some will make it out to be. Neither is it a panacea to poor web performance.
At Canary Dwarf, we view search engine optimisation as part of the whole picture. We’re helping businesses in the Highlands and Moray not only improve their search engine ranking, but we are helping them to understand how and what makes a difference to their site in search engines.
We use a variety of techniques to help you build your search engine presence. This happens online and offline and we normally suggest a three-month initial period of optimisation, with ongoing work based on your budget.
Our services include:
Semantic coding
If your website is built from scratch, we make it search engine compliant by default. The way your website is coded has an effect on your search engine position. We use a technique called semantic coding which keeps code separate from design and provides better indexing for search engine spiders.
On-page optimisation
If your site already exists, we will look at the code and content in your page and edit it to make it more search-engine friendly. Generally this means more user-friendly as well, so your site’s usability benefits too.
Keyword research
Our SEO customers often think they know which search terms they should optimise for, but often these are too generic. We undertake a detailed research process which balances your site content with search trends. We also look at niche keywords and keyphrases which provide more convertable traffic than generic ones.
Copywriting
What you say on your website is what search engine spiders read when they come to your site. But that doesn’t mean we should fill it with keywords. Search engines have established an ideal keyword density as a measure of a website’s relevance. We write copy for your website that matches this density.
Local services
Google responds to location clues in searches because users often use these to narrow down searches. If it can match your business wih a known location, it will give you a separate higher ranking and attach a map. This technique is particularly useful when the business is open to the public, as other metadata such as opening hours, pictures, parking information, etc, can all be added to the entry.
Linkbaiting
Linkbaiting is the process of getting links by popularity. If you publish interesting content, and distribute it through social networks, bloggers and commentators will often link to your page, giving important link credit. This can be incredibly useful in attracting traffic, but care must be taken not to inundate your site with unconverting visits.
Backlinks
Getting relevant links to your website from other trusted sites is a good way of establishing your site as an authoritative resource. Links can be placed on certain directories and websites to boost your position. We can also place your links on appropriate blogs and news sites to procure this link benefit. Collaboration within your industry can also help here.
Social media
Certain social networks such as Facebook, Twitter and YouTube provide excellent search engine optimisation opportunities. Links on these sites will generally provide a good position in search engines due to their already established presence.
WordPress
WordPress is an established platform for blogs and websites. It has excellent built-in search engine value. Sites built on this popular tool will generally generate good search engine position as soon as they go live. We can also enhance this with content and specific tools and services.
