Future of Search Engine Optimisation

 Once upon a time, the Internet seemed like such a simple place. You’d launch your website and, hopefully, appear at the top of Google in no time. Of course, that never really worked, and so search engine optimisation became a cornerstone of the modern web – but Google has never made it easy.

So, in 2016, we’ve reached a situation where SEO exists at the intersection between art and science as experts like us bob and weave to stay ahead of Google’s latest algorithms. That means not just being reactive, but proactive also and casting an eye to the future of SEO. But what are the trends which are likely to define 2017 and beyond? Join us as we share three.

 1) Accelerated Mobile Pages (AMP) 

 Back in October 2015, Google introduced a novel new concept called Accelerated Mobile Pages to the world. The concept, and reasoning behind it, was simple. Slow loading websites lead to a significantly worse mobile experience and turn people away, so launch a framework which enables superfast mobile pages for everyone. The result is Accelerated Mobile Pages and in February 2016, Google began to feature pages with AMP enabled at the top of mobile search results. Today, they’re in organic results and have been adopted by everybody from Facebook to eBay, along with millions of publishers. Google are placing more and more emphasis on AMP enabled sites, so don’t get left behind.

 2) Local and Hyper-Local SEO 

 At its most basic, SEO is about getting your website found for the things you do. So, if you’re a plumber, you might optimise for “plumber”. The issue with that, however, is that there are millions of plumbers all over the world doing the same, and, well, if you’re based in Gloucestershire, you don’t want to fix a pipe in Nairobi, do you?

 Local and Hyper-Local SEO is about optimising your business to get found for your local area. So, instead of optimising for ‘SEO’, you’d optimise for ‘SEO Cambridgeshire’ or ‘SEO South West’. For smaller businesses, you can (and should) optimise down to the street level, helping local residents get in touch with good local businesses.

 3) The Knowledge Graph

 Perhaps without knowing it, you’ll have used the knowledge graph. It’s that little box which appears at the top of search results when you ask a question like ‘How old is X?’. Google now serve well over 100 million answers to questions, and it’s only going to become more important in the future. As a brand, the information Google serve up about you becomes crucial, so managing the Knowledge Graph becomes an essential SEO practice.

On-page optimisation tips

On-page SEO is as important as off-page SEO especially after the latest updates. The following tips are very useful while focusing to improve ranking through on page changes.

The title tags in a web page can be strengthened by including searchable keywords more relevant to the page.Each page of the site should contain more than one viable keyword to maximise potential 

searches to make sure each page title is unique and explicit. The title should reflect the content on that page. The title tag should contain between 10 and 70 characters including spaces.

 The Meta description should  hold a strong sales message.Each web page should have a unique description.Meta descriptions allow you to influence how your web pages are described and displayed in search results.The Meta description should contain between 140 and 160 characters including spaces. To view these and the page titles more easily input the following into Google : site:yourdomain.com

 You should make sure there is  only one H1 tag per page that ideally contains the keyword that the page is optimised for.Other headers should be H2,H3 etc. The H1 heading tag is the most important of the heading tags and helps search engines understand the main focus of the page. 

The Alt tags are also important and the alternative text attribute allows you to 

assign a specific description to each image. 301 redirect is another important on page SEO factor which permanently redirects traffic from the original domain to a new address.

 New and regularly  updated content is becoming an important element these days and 

Google is putting a lot of emphasis on this. Therefore, the blog or latest news page should be updated frequently to ensure that fresh content is being added to the website on a regular basis, this could be in the form of special offers, industry news or any other relevant stories of interest. 

Also, creating a Google plus business page is vital than ever before. 

Tips on how to improve your website ranking post Penguin and Panda

•Provide excellent quality content on your site that is relevant to what your audience wants.

•Get involved with Google+, Twitter,Pinterest and Facebook.

•Build good links instead of bulk links.

•Optimise your title tag for the search engines.




Post Penguin Link Building Methods

•Directory links are still ok as long as you focus on niche directories and a few quality directories.
–Don’t pay people or buy software that submits you to hundreds or even thousands of directories at one time. It will not do you any good and may harm you.
•Guest blogging is an awesome way to get links. This is where you write blog posts for other blogs in your niche in exchange for them linking back to you and you get exposure to their audience and traffic.


Some traffic methods that are slowing losing their effectiveness with the latest Google changes include:
–Traditional Article Marketing (Mass Submissions)
–Massive Social Bookmarking of your website and not individual content
–Directory Links (Submitting to niche directories is ok)

Results of SEO campaign and ROI

Customised SEO campaigns will give the website the intensive push in search engines and as a result of the campaign we can see a visible increase in web traffic , improved keyword rankings and much better conversion rate.Some of the onpage techniques are listed below.

Onpage Optimisation

•  Keyword research  - Selecting long tail keywords with high local searches and low in  competition
•  Header tags optimisation including titles and meta descriptions 
•  Internal link structuring and optimisation
•  Content rewriting using specific keywords 
•  Page header tags optimisation (h1/h2/h3)
•  Robots.txt creation/analysis 
•  HTML site map creation/optimisation
•  Created quality content using keyphrases 
•  XML sitemap creation & submission in Google, MSN, Yahoo! 
•  Google Analytics Setup & Integration 
•  Google Webmaster Tools account setup & nonitoring 

 Tools  : SEO Moz, SEO quake, Market Samurai, Google Keyword tool, HTML

 Off page optimisation 

•  Blog post 
•  Directory submission including DMOZ 
•  Back links from PR4 to PR 9 sites 
•  Social book marking websites - Digg, Delicious, Squiddo, Hubpages,Stumble Upon etc.
•  SEO article writing and submission  
•  Press Release writing and submission 
•  Social Media optimisation - Facebook/Twitter/Pinterest/LinkedIn/Google+/Flickr
•  You Tube videos 

 Tools : SEO Moz, Market Samurai, SEO Book,Open Site Explorer,SEMRush

 A detailed analysis and audit of  websites are essential for any SEO campaign. Successful SEO happens only with careful planning, timely execution, persistent monitoring and ongoing analysis of the results.The  following audit should be conducted as part of website analysis.

• Search engine saturation : How many pages of the website indexed in search engines? 
• Link popularity : the number of In-bound links to the site 
• Broken Links - the number of broken links
• Canonical URL issues : Non- www to www redirection given or not 
• Website is W3C validated or not 
• Robots.text is created or not? 
• Sitemap.xml created or not? 
• Website competitor analysis 
• Server related any issues

 Tools  - Search Engine Saturation, SEO Centro,W3C, Rankquest,MarketLeap


 Google analytics and search engine ranking strategies

It is important to analyse data using Google Analytics ( techniques  - Log file analysis & Page Tagging) and report information on number of visitors, visitors per conversion, browser used, operating system used,source of traffic, increase in traffic and bounce rate. It is advisable to reduce bounce rate and increase traffic and conversion. Search engines such as Google, Yahoo and Bing keep changing their ranking algorithms from time to time in an effort to display the best quality and most relevant possible search results.The main aim of the SEO strategy is to attract the attention of the spider. It is a very good practice to submit the site to the popular directories because they are well accessed by the popular search engines . The site here gets indexed and traffic is automatically routed to it. Viral marketing techniques such as advertising on facebook , twitter and related sites are always good to attract lot of visitors . As more and more people visit the site , the popularity of the site increases dramatically. This attracts the spider's attention that indexes it and gives the website a higher ranking in search engines.



SEO ROI


 SEO ROI involves driving targeted traffic from SERPs, regardless of how long or short the keyword tail is. It also includes targeted referral traffic. Targeted traffic means traffic that accomplishes the purpose and goals of the website. That could be subscriptions,repeat traffic,community involvement, registrations,newsletter signups, purchases etc.