Holistic search engine optimisation
At Amplify, we take a holistic approach to SEO. We look at all the factors that make your website:
- rank well in the search results
- attract relevant traffic
- turn that traffic into customers.
There's no fixed answer to how you get ahead in the search results and bring visitors to your website. SEO is constantly changing, so there's no golden recipe.
SEO is a dynamic process, and it requires constant attention. Google is always changing its algorithms, after all. That's why the requirements for search engine optimisation today are completely different from ten years ago. For the same reason, an SEO subscription with Amplify is an ongoing partnership. It's never a one-off solution.
On-page SEO, a dynamic process
SEO requires constant attention. Google is always changing its algorithms. That's why the requirements for search engine optimisation today are completely different from ten years ago.
There are some 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
- ALT tags on your images
- SERP optimisation
- Speed optimisation
- Mobile optimisation.
Internal link building
Internal link building is an important part of on-page SEO. It covers the links on your website that point to other subpages on the same website.
Internal links make it more likely that Google understands what your website is about. At the same time, they help bring relevant traffic to your subpages. Internal links also give your visitors a better experience. They tie the pages together in a ‘common thread’ that your visitors can follow around the website.
Remember that your anchor text matters a great deal when you work with internal link building. Use your keywords in the link text. Avoid creating a link that just says ‘click here’.
Read more about link building.
Well-written, relevant content
If your website is to be found for specific keywords, the copy has to contain the words and phrases your customers search for. That's why we always start from thorough SEO analyses when we do on-page SEO at Amplify. The analyses show us which keywords are relevant to your customers. We select them carefully for the copy.
Writing search-engine-friendly copy takes more than throwing a particular keyword into the text x number of times. The copy on your website and subpages also has to speak to the reader and be well written, and that's at least as important. Landing pages without copy, or with errors in the copy, won't get you anywhere.
Google loves well-written content that's relevant to visitors. That's why Google rewards websites with good copy with better rankings. In the trade, this is called ‘content marketing’. You can read more in the post ‘Why your business should write blog posts’ by one of our colleagues.
Correct heading structure
Your copy has to be relevant and well written. It also has to be easy to read and give a quick overview. People are incredibly impatient on the internet, and the vast majority skim rather than read closely when they browse online.
Divide the copy on your website into short sections, and give each section a correct heading (also called H tags).
That makes the copy easier for your visitors to read. The headings also help search engines find their way around your website, so it can receive relevant traffic.
Add ALT tags to your images
Text is an important part of on-page SEO, and so are relevant images. When images and content fit together, it gives your SEO an extra push in the right direction.
Google isn't (yet) clever enough to understand what an image shows. That's why we 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 stands for Search Engine Result Page. On Google, the SERP is where potential customers see your website and your relevant subpages. In other words, it's the search result itself.
As a rule, Google always shows 3 elements in a SERP:
- Page title (also called title tag, SEO title or meta title)
- Meta description
- URL.
Work in the keywords you want to rank for. This gives you a big advantage.
The page title
The page title describes your website. It tells both Google and potential customers what the page is about. Keep it short and precise, and include the keyword or keywords you want to rank for.
The page title also has to deliver on its promise. The content on the landing page and the title have to match.
The meta description
The meta description sits below the page title and explains in more detail what your landing page contains. Make it informative, so visitors know what they can expect to read about on the page.
The URL
The URL is first and foremost the page's address. It also serves three other functions.
First, it gives both users and search engines a hint about what the page is about. Second, the URL plays a minor role in getting the page to rank. Finally, a well-written URL works well as anchor text (the clickable text in a hyperlink) when others link to your page externally.
Optimise your SERP with structured data
A SERP can show more than the page title, meta description and URL. It can also show what you offer, opening hours, stock levels, reviews, prices, FAQs and other relevant elements. That way, potential customers get something useful out of your SERP before they've clicked through to your website.
If you want elements like these in your SERP, you need to work with so-called structured data. In short, structured data is a snippet of code you add to your website.
Example of SERP optimisation
At Amplify, for example, we've added an FAQ script to our landing page about our work as a Google Ads agency.
Still in the dark and want to know more? Then read one of our colleagues' posts on structured data. You're also welcome to contact us if you'd like SEO consultancy.
Speed optimisation matters
A slow website doesn't rank high in the search results. If your site loads like a 56k modem from the mid-1990s, it's more likely to slide down. Google knows that people are impatient online. That's why Google doesn't give slow websites good rankings.
Remember that Google always prioritises a good user experience. Make sure you have the best possible hosting solution. Also get rid of heavy images that slow your website down.
Speed optimisation actually belongs to both on-page SEO and technical SEO.
Your website needs to be responsive
Today there are an incredible number of ways to access a website. That's why it's important that your website is responsive. It needs to be user-friendly on every platform, whether the user is on a PC, a phone or a tablet.
Most Danes use their phone when they search online. Your 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 the other search engines.
As we mentioned under speed optimisation, this area also touches on technical SEO.
Get help with on-page SEO
Would you like help with on-page SEO from an SEO specialist? Then you're welcome to contact us. Call us on 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 covers internal link building, well-written copy, SERP optimisation and speed optimisation, among other things.
What is a page title?
A page title is an HTML tag that specifies 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 text shown below the title in the search results. It should give your visitors an idea of what the page is about.