Search Engine Optimisation
Living Online’s Search Engine Optimisation (SEO) services incorporates two distinct and yet interdependent services: off-page seo and on-page seo. Although these elements are unique in nature, they must operate in synergy if the search engine optimisation programme is to be successful.
Off-site search engine optimisation
Search engines are incredibly complex creatures. Their complexity arises out of necessity; search engines are asked to decipher an intricately layered and interwoven network of billions of websites and find the most relevant webpages for any given search query.
To accomplish this feat, search engines run complex ranking algorithms that include a type of ‘ask the audience’ measurement. In essence, they try to determine the quality and relevancy of webpages by looking beyond the content of the website itself, and trying to determine how the website is judged by its peers and by a host of other social relevancy signals. For example, links from one webpage to another webpage are seen to be an editorial vote for the target webpage by the linking webpage, and are therefore recognised as an endorsement of quality and relevancy. Furthermore, it is understood that links are relatively difficult to obtain, and are therefore somewhat resistant to being gamed by spammers. As a result, search engines are heavily dependent upon linking factors as a measure of a website’s authority and relevancy for a given search term. These linking factors are combined with other off-site signals to provide search engines with a reliable dataset to feed into their ranking algorithms.
Living Online’s Off-Site Search Engine Optimisation service taps into our understanding of this algorithm to enhance the quality and relevancy of your website in the eyes of the search engines. We get the digital world buzzing with links and discussions about your business to drive your rankings higher. This is done by utilizing ethical ‘white hat’ strategies that respect the search ecosystem and create value for users and search engines alike. The service operates as a monthly subscription with continual review and progress reports, as it is important for any website to accrue high value links on an ongoing basis.
On-site search engine optimisation
On-Site Search Engine Optimisation is the process of optimising the content, architecture, and code of a website itself. These changes can be as simple as incorporating target keywords into the body of page, or involve more complex information architecture, robot control, canonicalization, and meta tag considerations, to name but a few factors.
Given that website code is under the control of the owner, it is possible to say that on-site optimisation deals with what the website is saying about itself, as distinguished from off-site optimisation described above, which deals with what other people are saying about the website.
Content sits at the core of the on-site optimisation process. If a website wants to rank highly for a certain set of keywords, then it needs to have content that features these keywords. In other words, content begets relevancy. For this reason, search engine optimisation works well when combined with an effective digital content production programme.
Living Online’s On-Site Search Engine Optimisation service begins with a big push in the setup stage of a project, and then continues with an ongoing optimisation subscription service to keep the website operating at peak performance. This service can be utilised to perform either fully implemented optimisation, or to generate on-site search engine optimisation specifications for client implementation.
Living Online addresses the on-site requirements through an iterative process of analysis and recommendation. This stage-gate approach allows for effective client review, thereby ensuring that each sequential stage is built upon sound foundations.