Definition

Search engine optimisation (SEO) is the process of increasing organic site traffic by improving the site’s position on search engine result lists. This process is driven by several strategies and tactics, such as keyword mapping and link building.

Our Approach

At Terrier we pride ourselves on keeping things simple. We believe that search engine optimisation can be broken down into three areas. No one area is more valuable than the other and all must achieve a standard of industry best practice or higher, if a brand is hoping to capitalise on gaining traffic from commonly searched terms.

We have separated and outlined these three areas below.

Content

Google’s mission is to organise the world’s information and make it universally accessible and useful. While some argue that they’ve strayed from this recently, it’s still very much at the heart of the brand. The short of it: Google values content. If you imagine all the sites that appear regularly in the top 3 for different terms, (e.g. Wikipedia, BBC, Facebook, etc.) they all create a ton of regular content.

We need to create regular content that is based on what our audience is interested in. Good content shares itself, but to begin the process we share all content we create through our content seeding networks (where relevant). SEO is a key element in the digital strategies we create for our clients.

Structure

Google crawls 30 trillion webpages each month, no easy task. If there was a way of Google saving time and money by getting everyone to structure their website correctly, do you think Google would take it? This would mean that Google could save billions each year and provide a better user experience for its customers, (as sites would load quicker, be easier to index correctly, etc.)

This is exactly what they’ve done. They’ve put guidelines together that outline how they would like people to structure their sites to make it easy for Google to identify what the content is and how they should index it. They’ve created tools that allow us to check onsite loading times on mobiles/desktops.

At Terrier, we make sure all our clients sites adhere to best practice and are 100% structurally sound.

Authority

Google was originally called “BackRub” – named for its analysis of the web’s “back links.” The total number of quality links going to a site is still an important factor in how Google decides which site is more authoritative than another. Google looks at the sites that link to your domain and weights up how trusted and relevant they are versus your competition.

For example, if the BBC links to you versus 20 unknown directories that link to your competitors, you will certainly have a much higher chance of appearing higher than them in organic search listings.

At Terrier, we pride ourselves at building ethical link profiles from trusted sources for our brands and keep up to date with the latest changes to the Google Algorithm.

What’s Next For SEO?

With YouTube being the world’s second largest search engine on the planet, we are always looking at opportunities to create “how to” (dubbed Hygiene content) video content for our brands. The latest report from CISCO explains that 80 percent of the content we consume will be video in five years. This type of hygiene content that helps educate our audience can help increase brand advocacy and dramatically increase recall from new audiences.

Please get in touch with a member of the Terrier team today for more info on how we can help you create more content, fix structural issues and build digital authority. <br/>