Holistic search engine optimisation
At Webamp, we take a holistic, all-round approach to SEO. That means we consider every factor that ensures your website:
- ranks well in the search results
- gets relevant traffic
- converts traffic into customers.
However, there's no set answer to how you get noticed in the search results and bring visitors to your website. SEO is dynamic, so there's no golden recipe.
SEO is a dynamic process that requires constant attention, not least because Google is always changing its algorithms. That's why the requirements for search engine optimisation in 2022 are completely different from what they were in, say, 2010. For the same reason, an SEO subscription with Webamp isn't a one-off solution, but a dynamic and proactive partnership.
On-page SEO, a dynamic process
SEO is a dynamic process that requires constant attention, not least because Google is always changing its algorithms. That's why the requirements for search engine optimisation in 2022 are completely different from what they were in, say, 2010.
There are, however, a number of elements we always factor in when we do on-page search engine optimisation on your website:
- Internal link building
- Well-written, original content that's relevant to your customers
- Correct heading structure
- Add ALT tags to your images
- SERP optimisation
- Speed optimisation
- Mobile optimisation.
Internal link building
Internal link building is an important part of on-page SEO, that is, the links on your website that point to other subpages on the site.
Internal links increase the likelihood that Google understands what your website is about, and they make it possible for you to get relevant traffic to your subpages. Internal links also help improve the user experience for your visitors, as they create a “common thread” through your website.
Remember that your anchor text matters a great deal when it comes to internal link building. Make sure you use your keywords rather than creating a link on “click here”.
Read more about link building.
Well-written, relevant content
If a website is to be found for specific keywords, the copy on the site naturally needs to contain the words and phrases your target audience searches for. That's why we always start from thorough SEO analyses when we do on-page SEO at Webamp. This ensures the copy always contains carefully selected keywords that are relevant to the target audience.
But writing search-engine-friendly copy isn't just about throwing a particular keyword into the text x number of times. It's at least as important that the copy on your website and subpages is reader-focused and well written. It's no good if your landing pages lack copy or the copy contains errors.
Google loves well-written content that's relevant to visitors, and so it rewards websites with good copy with better rankings. In the trade, this is what's known as “content marketing”. You can read more about it in my colleague's post “Why your business should write blog posts”
Correct heading structure
It's not enough for the copy on your website to be relevant and well written. It also needs to be easy to read and take in at a glance. We're incredibly impatient when we use the internet, and the vast majority of people skim rather than read closely when they browse online.
Make sure the copy on your website is divided into short sections, and that each section has the correct headings (also known as H-tags).
This makes the text easier for your visitors to read, and not least helps search engines find their way around your website, so it can receive relevant traffic.
Add ALT tags to your images
Text content is an important part of on-page SEO, but so are relevant images. When there's a connection between content and images, it gives your SEO an extra push in the right direction.
Unfortunately, Google isn't (yet) clever enough to understand what an image shows. That's why we also give the images on your website so-called ALT tags, so the search engine understands the context.
If you have a large website, writing ALT tags for every image can seem overwhelming. Fortunately, with AI (Programmatic SEO) you can generate and upload thousands of ALT texts at once!
SERP, Search Engine Result Page
SERP is short for Search Engine Result Page, known in Danish as søgeresultatside. A SERP on Google is where potential customers can see your website and/or relevant subpages, in other words, the search result.
As a rule, Google always shows 3 elements in a SERP:
- Page title (also known as title tag, SEO title or meta title)
- Meta description
- URL.
It's a big advantage here if you incorporate the keywords you're trying to rank for.
The page title
The page title describes your website and tells both Google and potential customers what the page is about. That's why it's important that it's short and precise, and that it contains the keyword or keywords you want to rank for.
Not least, there obviously needs to be a match between the actual content on the landing page and what the page title promises.
The meta description
The meta description is a more detailed description of the content on your landing page, shown below the page title. It should be informative and descriptive, so visitors know what they can expect to read about on the page.
The URL
The URL is first and foremost a page's address. But it also serves three other functions.
First, it gives both users and search engines a hint about what the page is about. The URL also plays a minor role in getting the page to rank. Finally, a well-written URL can work well as anchor text (the clickable text in a hyperlink) when other sites link to your page.
Optimise your SERP with structured data
Besides the page title, meta description and URL, a SERP can also include other relevant elements such as services, opening hours, stock levels, reviews, prices, FAQs and so on. This can help ensure that a SERP creates value for potential customers before they've even clicked through to a website.
However, if you want elements like these in your SERP, you need to work with what's known as structured data. In short, structured data is a snippet of code you can implement on a website.
Example of SERP optimisation
At Amplify, for example, we've added an FAQ script to our landing page about our service as a Google Ads agency.
If you're still at a loss but want to know more, it's worth reading my colleague's post on structured data. You're also welcome to contact us if you'd like SEO consultancy.
Speed optimisation is important
Don't count on ranking high in the search results if your website loads at the same speed as a 56k modem from the mid-1990s, far from it. Google knows that people are impatient online, so it doesn't give slow websites good rankings.
Remember, Google will always prioritise a good user experience. Make sure you have the best possible hosting solution, and get rid of heavy images that affect your website's speed.
You could argue that speed optimisation falls under both on-page SEO and technical SEO.
Your website needs to be responsive
Today there are countless ways to access a website, so it's important that your website is responsive. Your website needs to be user-friendly on every platform, whether the user is on a PC, phone or tablet.
Most Danes use their phone when they search online. So a website can be as attractive and fast as you like when it loads on a PC. But if it isn't also responsive on mobile and tablet, you're very unlikely to become best friends with Google and other search engines.
As mentioned under speed optimisation, this area also touches on technical SEO.
Get help with on-page SEO
Do you need help with on-page SEO from an SEO specialist? Then you're welcome to contact me or one of my colleagues. Call 70 60 50 28, send an email to info@amplify.dk or fill in our contact form today.
FAQ, on-page SEO
What is on-page SEO?
On-page SEO is the part of search engine optimisation that takes place on the website itself. It includes internal link building, well-written copy, SERP optimisation and speed optimisation.
What is a page title?
A page title is an HTML tag used to specify the title of a page. The title is shown in the search results and should tell users what they can expect to read on the page.
What is a meta description?
A meta description is a short piece of text shown in the search results below the title. The meta description should give potential visitors an idea of what the page is about.
