Content creation optimised for search engines (SEO)
The hardest aspect of adding content to one of our Drupal websites, is actually finding the time to create your content. Many of our clients just don't have the time and/or patience to create great optimised content.
To this extent we have decided to offer you a content authoring service, utilising all the SEO techniques we know.
How we know what to write?
The content will be well written in terms of subject matter because it will be thoroughly researched.
First of all we do keyword research, using Google Keyword Planner. This will identify what your target audience is searching for, most frequently, when looking for what you offer. Once we've compiled our list of keywords, we will confirm that the keywords are indeed what you want to come up for.
For each keyword/phrase on our new shortlist, we will then research who is currently on the first page. We will then look at the content they have that is in Google. After studying the top 10 results or so we will have a clear idea of what needs to be incorporated into your new content.
What we and you should never ever do is copy content from elsewhere and add it to the site. This is frowned upon and when caught you'll be buried deep in Google. You'd think it would be near impossible to get caught but this is Google we are talking about.
Now we're ready to start writing our new optimised content. This could be pages but also refining other things such as menus, blocks that are shown on every page...
Techniques for Search Engine Optimisation aka SEO
When optimising content we apply all the SEO techniques we know of. Most of it has come directly from Google Webmaster Guidelines. The techniques we employ are known as "White Hat SEO" because they are perfectly legitimate.
Some companies offer "Black Hat SEO" techniques and when caught their websites will get buried deep into Google's search results. These include things like hidden text/links, pages with little or no original content, Sending automated queries to Google, Cloaking... the list goes on but really covers anything sneaky...
The main thing we do is make your website more and more relevant to the keywords that we identified whilst researching the keywords. We do this by writing new optimised content but also by using the proper formatting and on-site SEO.
How do we know if it is working?
After we have added new optimised content it can take several weeks for things to settle in the Google search engine. However, I have seen the effects begin to take place within 14 days. The thing to understand is that there are many variables that will effect your position in Google.
One of these variables is your websites "Bounce rate" and the bounce rate is the number of people that leave your website without viewing another page. So 10 people come to the website and 4 go straight back to Google's search results. You would have a 40% bounce rate. The lower your bounce rate the higher you go. Makes sense because this is a good reflection of whether your website meets their users need. I believe this to be a key reason why the results fluctuate quite a lot during the first several weeks.
The tool we use for measuring the bounce rate and many other things on the website is Google Analytics. We install Google Analytics on all our Drupal websites and it is free to use for everybody. We have a video showing you how we use Google Analytics for measuring a websites performance.
We can optimise existing content for the search engines
Search Engine Optimisation, or SEO, isn't just about creating new content. If you have existing content, it is often the case that all of it could do with thorough refinement in the area of SEO. Perhaps the refinements are textual but they could include adding images, general formatting, videos etc.
Can we guarantee you'll be 1st in Google?
No, we can't but nor can anyone else unless you're prepared to Pay Per Click. That is the truth of it and let me explain why.
Google's mission in life is to organise the worlds information. When someone performs a search on Google, they want to return the most relevant results. So, the 1st position is the website that Google have deemed the most relevant one on the web.
Other factors are also taken into account when calculating relevancy. Such as the amount of related pages to the one in the results you have. How fast your website is. How many other reputable and related websites are linking to yours, not all links are equal. Social authority, that includes tweets and Facebook likes/shares etc. Domain age and period of domain registration left. Many factors are of course part of their secret recipe and are on a need to know basis at Google.
To be 1st you have to be the most relevant. Ultimately content is king!!!
What to do if you want some new optimised content?
Please contact us through the site to discuss your requirements. Please tell us the address of any existing website you may have, this will give us the opportunity to study it before calling you.
