What’s the difference between technical and user experience SEO?
Our fully managed SEO service covers a range of services from technical to user experience. This post aims to cover some of the areas we cover for clients though it certainly doesn’t cover everything by any means, but hopefully it gives you more of an insight into what we do and what is meant by a managed service. First of all, let’s start with updates. Keeping up to date means staying ahead of the competition.
Google Algorithm Updates
There are hundreds of factors that determine where a page ranks in Google’s search engine. In 2009 that figure given to us by Google’s very own Matt Cutt’s was ‘over 200 variables’ but things have changed a lot in the past (nearly) 10 years. We’ve had various Google algorithm changes since then including Pigeon, Panda and Hummingbird just to name a few of the major ones, not to mention the hundreds of smaller ones that occurs on a much more frequent basis. In 2018 alone, we have seen three broad core algorithm updates, 9 confirmed updates and hundreds of smaller updates. For an SEO agency or search engine optimisation specialist, understanding these changes and how they impact on rankings is vital when providing digital marketing services to businesses to increase their exposure in the marketplace. We keep up to date with these updates to ensure that you stay at the top of your game.
A lot of SEO agencies focus purely on content, though our managed SEO service doesn’t focus on just one area of optimisation, but several. One of these is your websites speed and user experience (More on this later). Google uses site speed as a ranking signal and has done since 2010 for desktops, and earlier this year for mobile devices. Google announced back in 2010:
“You may have heard that here at Google we’re obsessed with speed, in our products and on the web. As part of that effort, today we’re including a new signal in our search ranking algorithms: site speed.”
There are various tools that you can use freely online to measure site speed, though we like to use GTMetrix. Studies show that a site that takes longer than 3 seconds to load will see a significant bounce rate – which is also one of the many ranking signals that determines search results. Our managed SEO service includes site optimisation ensuring your customers have the best possible browsing experience. From being responsive across all screen sizes, to ensuring the fastest possible load speeds through various optimisation techniques. By increasing your page speed, we aim to decrease your bounce rate, which helps to increase your conversion rate.
If your website isn’t optimised for mobile, you’ll find your mobile rankings suffering. Over 50% of searches carried out on Google are from mobile devices, and with the focus likely to continue and grow towards smartphones, we ensure your site is not only mobile friendly, but serves a great user experience. From customised content per device, menus, and more.
This is broken into two sections. Firstly, is our website audit process. Designed to keep an eye on your websites health, this flags to us when there are problems that need fixing, or areas where optimisation can be improved. We can then track SEO issues and prioritise areas that need focusing on first. More information regarding our website audits can be found here.
Competitor Analysis / Keyword Research
You’ve no doubt got a target audience, but what if we could expand this? Using technical analysis, we can discover where your competitors are getting their traffic from, both organically and paid and can therefore see what works and what doesn’t. We also carry out keyword research, to discover untapped keywords and phrases, aimed at increasing your traffic from otherwise untapped customers. More info about some of the areas covered in this section can be found here.
We don’t simply focus on content as an SEO strategy, though we do provide and optimise content when necessary. Using analysis on the top positions in Google and premium tools, we can determine the chances of a piece of content ranking and where areas fall short and need to be optimised. Including keyword usage, length, comprehensiveness, heading tags, and metadata. Whether we’re providing content or optimising your newly published pages – our goal is to increase your updates getting ranked well and converting.
The user experience covers as an important part of on-page search engine optimisation, as the technical side. Google uses factors like click through rate and bounce rate to determine where a page appears within the results. You could already be getting a decent amount of traffic but is it converting into sales?
Click through rate is the ratio between the number of times a search engine listing was clicked to the number of times it was displayed.
Bounce rate is when a visitor lands on a webpage, and then leaves before visiting another page.
Having a low CTR, or a high bounce rate signifies to Google that the user did not have a great experience. If they did, there would have either been a higher CTR, and a lower bounce rate. More often that not, SEO agencies use technical SEO such as keyword research without focusing on the user experience. But if you’re on page one of Google and not getting leads or sales, then something is wrong, and you should investigate before you lose your ranking positions.
We analyse the user experience and optimise these pages based off the CTR and the bounce rate. A number one position in Google should see somewhere between 30-35% CTR and result in a lead generation or a sale. If that’s not the case for you, then you need to investigate why. By optimising the content for the user’s intent, you’ll start to see improvements not only to your click through rate, and bounce rate, but also your rankings.
These are just a few of the many areas we cover when managing your SEO for your business. Our managed SEO service is based on results as well, not commitments. Meaning if we don’t deliver results, you’re not tied in. This way we aim to build a long term relationship with our clients. Contact us today for more information and to discuss your requirements.