Introduction

You may have heard your marketing agency talk about ranking factors, yet you may not know what this means?

Well, in order for a business to get on the first page of Google, normally an SEO company, like Pack Digital will be needed to improve the businesses ranking factors.

There are thought to be over 200 different ranking factors, which Google’s algorithm takes into account to work out how strong your businesses SEO is.

So for example Google’s algorithm will calculate how good your company’s backlinks are, how good your businesses content marketing is, and let’s say how good your businesses onsite SEO is, they will calculate over 200 different ranking factors.

Now, with that said, once Google’s algorithm has a good idea of how strong your businesses ranking factors are, the algorithm will then compare this with other businesses in Bristol, and also in the city of Bath, to work out, well, for “local scaffolders” which business has the strongest ranking factors, and which website is the most relevant for “local scaffolders”.

Then the businesses that have the strongest ranking factors, and the strongest white hat SEO and is best optimised for that phrase will appear on the first page of Google.

So for example, let’s say that you are looking to have your car repaired, and you are looking for a specialist garage that specialises in that specific brand of car.

Now, when you search for that brand of car plus specialist, the businesses that will appear on the first page will be the most relevant for that term and had the strongest SEO.

This is where our agency in both Bristol and also Bath can help, we can get your company onto the first page of Google.

How do these businesses get the strongest SEO?

Well, often they need to partner with a white hat agency, like Pack Digital Bath, that’s in order to improve the businesses ranking factors, and this is an ongoing process.

Google’s Algorithm

We mentioned earlier about Google’s algorithm, it’s the algorithm which decides where your business is ranked, that’s to say each businesses website is being constantly indexed to see the strength of the company’s SEO.

For example the algorithm is calculating which businesses have the best SEO, so its asking

-Which businesses have the best backlinks

-Which businesses have the best onsite SEO

-Which businesses have the best offsite SEO

The company that have the strongest SEO and that have used white hat SEO will appear on the first page.

Google’s Algorithm changes

Some businesses think that once they have paid a local SEO company to improve their SEO, and they are then ranked on the first page of Google, and that’s it, there’s is no further work to do- this is most definitely not the case.

That’s because both organic and local SEO are an ongoing process, if the business was to stop investing, then the other businesses here in Bristol may quickly overtake that business and your own business might get pushed down the ranks.

So for example, lets say that you run a law practice in Bristol, and you specialise in employment law.

Now, you might rank number 3 on the first page of Google for “employment lawyers”-yet once you decide to stop investing, well your direct competitors might improve their own SEO, then after a period of time they overtake you, and your business is pushed down.

Now, for some companies, they might be overtaken in a matter of weeks when they stop investing, for less competitive industries, it might even take a few months for other company’s in Bristol to overtake a business, however when a business does stop investing then normally other businesses will start to overtake that business, and that’s because they will have improved their SEO to a higher standard.

Therefore if you can imagine where your business ranks as if your business is being compared on a bar chart to all the other local businesses SEO- as soon as the other businesses start to exceed your business, in terms of the bar chart being higher than your company, then they will overtake your business and rank higher.

Therefore your business is being constantly evaluated against the local competition, and if the business was to stop investing then they might even get overtaken by a new competitor that is investing more in SEO for example.

Why all work must be very high quality

Do not invest in low-quality SEO, as this is a false economy, and your business could incur a penalty.

Ranking factors

Ranking factors are simply backlinks, content marketing, meta titles, meta descriptions plus there are thought to be over 200 different ranking factors.

Not all SEO work is the same

It’s important to note, that different SEO companies will offer different SEO work, that’s to say some businesses in Bath or let’s say a business that is based in the city of Bristol sometimes think that they can just compare SEO quotes on the basis of cost.

However, this should not be the case, because the quality of the SEO work can vary massively between what one marketing agency offers, and what another agency can offer.

Where one company might offer quality SEO work, another one might cut corners, and may even result in the business incurring an algorithmic or a manual penalty.

Backlinks

One of the most important ranking factors is to obtain high-quality backlinks

Content marketing

It’s important to add high-quality content marketing to you website, this should be done in a white hat way.

On-site SEO

Often one of the first tasks that your digital marketing agency will work on is to improve your businesses on-site SEO, so for example, they may improve the following:

·        Meta titles

·        Meta descriptions

·        Anchor text

·        Evergreen content marketing

·        Content marketing

·        Internal links

·        Add pages

Meta titles and meta descriptions

Your SEO company might add new meta titles and meta descriptions to each page.

Anchor text

Your marketing business might improve your companies anchor text

Evergreen content marketing

Your marketing agency may improve your company’s evergreen content marketing

Bounce rate

The marketing business may work to reduce your company’s bounce rate.

White hat

It’s really important that the work is high-quality and white hat

Quality is very important

It’s really important that quality of the SEO work is high, otherwise the business could possibly incur a penalty.

Why SEO work shouldn’t be rushed

A lot of companies want to see results in a very short period of time, however if the SEO agency was to cut corners, or the work was to be low-quality then this could result in a penalty.

Therefore, it’s often better to partner with a marketing agency which offers realistic timescales and does not overpromise.

For example, let’s say that you sell bikes in Bristol, and you ask for quotes to get your business onto the first page of Google, let’s say that three quotes are given with estimate of around six months in order to get your business onto the first page of Google.

However, there is one company promising to do this in two months, this might be what the business owner wants to hear, yes, yet if the agency was then to go and use low-quality methods then the business could incur a penalty and be totally removed from Google.

This is why it’s often are better to partner with an SEO agency that offers realistic timescales your business onto page one of Google.

Why different agencies will offer different work

Different agencies will offer different SEO work

Why it’s a good idea to pick a local agency

We recommend picking an agency in Bristol or Bath, that’s because sometimes you might want to have face-to-face meetings with your SEO consultant?

The algorithm can change

It’s important to note that the algorithm can change, and this can mean that your website will fluctuate up and down in terms of where it ranks.

That’s to say when a business does get onto the first page, it is not guaranteed that it will stay there for any length of time.

Fluctuations happen on a daily basis

Fluctuations do happen on a daily basis, for example a business might be ranked at the top of page one, one day, and then the next it might have moved down a few places.

Organic and local SEO is a continuous process

Organic and local SEO is a continuous process

It is not a fast process

It’s important to note that organic SEO is not a fast process, it may take many months for the business to start seeing results.

How our digital marketing agency can help

if your business needs a WordPress website built, or help to improve its SEO then why not give us a ring?