Search Engine Optimisation is the practice of improving and promoting a website to increase its ranking in search engine results pages with a view towards increasing the number of visitors the site receives from organic searches. There are many aspects to SEO, from the words on a page to the way other sites link to a website. Sometimes SEO is simply a matter of making sure a site is structured in a way that search engines can index its content without undue difficulty or hindrance.

SEO involves optimising website content for the purpose of being indexed by search engines. However, it’s primary function is the improvement of the usability and content of every page of a website for the benefit of the end user. The resulting outcome will be an increase not only in site visitors but the conversion of visitors into customers.

At Inbound we believe these principles go hand in hand. Inbound have excellent expertise in all areas of SEO ‐ from discovery of the terms and phrases (keywords) that generate traffic, to making a site search engine friendly, to building the links and marketing the unique value of a site’s offerings. It can be confusing, but InBound can make it easy and simple to understand.

 Request an Inbound SEO Audit

Components of Search Engine Optimisation

Inbound have deconstructed Search Engine Optimisation into three distinct components:

1. Site Wide Optimisation.

This involves ensuring the major elements of the site are correct and the information architecture is such that it permits a search engine to fully index it without error. This includes identifying, analysing and correcting errors such as broken links, incorrect use of redirects, and the various HTTP response codes such as 4xx and 5xx.

2. On Page Optimisation

A basic tenet of SEO is that a web page can only be optimised for one keyword or term. Correct on‐page optimisation ensures that each page has a singular, clear purpose or theme and as such should contain targeted content to not only help it rank for the relevant search terms but to provide valuable content to improve the user experience, increase the share‐ability of the page and ultimately to lead to a successful conversion.

Inbound works to collaborate closely with all relevant stakeholders and share its keyword research methodology involving brainstorming, categorisation, compilation, segmentation, and competitiveness analysis of keywords and prospective search terms before choosing the final selection.

3. Off Site Optimisation

Off‐site optimisation is the practice of building quality back links from trusted high ranking websites that possess high Domain Authority and/or Page Authority and ensuring that a correct and widespread back links policy is implemented. Inbound can assist in identifying opportunities for developing back links based on a combination of current back link analysis, online brand and keyword mentions and competitor back link analysis.

A key challenge for any business is the implementation of a structured SEO strategy to allow for search engine indexation, online PR and dissemination, social media engagement and the resultant back link building.

 Contact Inbound to discuss your SEO strategy.