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SEO: What’s it all about?

SEO, or Search Engine Optimisation, is the process of improving the visibility of a website in the organic search results that are returned by a search engine.┬áIt’s a constantly evolving process that has to be responsive to all technological advancements set down by search engines, but when developed correctly – can be very rewarding.

The process of improving a website’s visibility relies on a number of elements, which work together to improve the ranking of a website in search results. At Mackman, we understand that the importance of this integration – which is why our team of specialists are able to work together to create an effective SEO strategy that’s designed to achieve ongoing results.

Our SEO process is designed around a Content Strategy that is developed to give the overall SEO process a good sense of direction and purpose. A Content Strategy defines what content will be generated for your site, what the aim of that piece of content will be, and who is responsible for creating it. The Content Strategy is influenced by a number of factors, including your industry, the profile of your potential and existing customers, and keywords associated with your website.

Keywords are the terms entered into a search engine by those looking to receive more information on a particular subject. Our technical team carry out a Keyword Audit, which establishes a list of Keywords that are relevant to your business. These terms are monitored by monthly reports, which let our SEO team know how well each term is performing. Measuring the success of any online marketing activity is an integral element towards the activity’s success, which is why it’s important to track these statistics.

Creating content for your website is all about quantity, and quality. The more relevant Keyword rich content you have on your site, the better. However, it’s not just about volume. We have a specialist copywriter on our SEO team who has extensive experience when it comes to generating quality, relevant copy for the web. By creating an editorial-style ‘features list’ for your website, we’re able to regularly produce content that is of value for your audience, but contains the relevant information needed to improve your visibility online.

SEO isn’t just about what’s being generated on your website. Our SEO team also comprises of PR staff and link builders. PR activity is an excellent SEO tool as it generates interest surrounding your brand, and also directs traffic to your website. Our link builders identify potential relationships between you and relevant parties within your industry, with a view to generate reciprocal links to further improve your visibility.

For more information on what our SEO team could do to help boost your website’s visibility – give us a call on 01787 388038, or email