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A quick guide to how SEO works:

Google is always trying to serve the best possible search result for the searcher, it has many ways to determine what websites fit that description.

“SEO is the complex Science and the high Art of skillfully placing a Website at the top of Google Search results for a given Search term.”

SEO in Basic Terms

SEO is split into 2 main categories:

  1. On Site/On Page SEO
  2. Off Site SEO/Off Page SEO

Onsite is everything to do with the website itself.
Offsite is all work done outside of the website

On Site/On Page SEO
On-site is divided into Technical SEO and Content related tasks.

Technical SEO is the optimization of the Technical aspects of a website.

Content SEO is related to what is written/displayed on the website and how it is structured.

Some Important Basic Technical SEO Concepts:

• Identify crawl errors with a crawl report. Check and correct coding issues
• Check HTTPS status codes. Check & optimise Site’s robots.txt file
• Check XML sitemap status. Site Map creation
• Check Site load time. Site Speed testing and optimisation – Google likes fast sites
• Ensure your site is mobile-friendly.
• Audit for keyword cannibalization. More than one page competing for the same keywords
• Perform a Google site search.
• Check for duplicate metadata.
• Meta Tag and Title optimisation for keywords
• Check for broken links
• Set up Google Search Console
• Set Google Analytics and conversion tracking
Some Important Basic On Page Content SEO Concepts:
• Creation of Content Strategy
• Contextual Linking – Links within the website
• Keyword Distribution – Needs to be at the perfect ratio
• Create engaging and relevant SEO optimized content for pages, articles and blog posts
• Check for duplicate Content
• Check existing content for originality – No plagarism

Off Site/Off Page SEO

Some Important Basic Off-Page SEO Activities

• Link Building
• Brand Mentions
• Commenting
• Forums
• Influencer Outreach
• Guest Authoring
• Social Networking
• Social Bookmarking
• Content Marketing

The importance of high-quality, high DA Backlinks

Backlinks are links from other websites, directories, blogs etc. to your site. It is one of the most important ranking factors for Google. If the domain that links back to your website has a high Domain Authority score (DA), some of that authority is passed on you.

White Hat and Black Hat SEO

White Hat SEO is every optimisation technique that is approved by Google.

Black Hat SEO describes techniques that are not endorsed and can lead to a penalty.

Local SEO
This is SEO for a certain business location, usually up to a 50 km radius.
Local SEO optimizes Google My Business and is primarily for local searches.

That is a very basic, simplified overview of what Search Engine Optimisation looks like in 2021.

This is an example of the work a standard Alphera Media Group SEO Campaign includes.

Setup ·
Extensive Keyword research
Agency Analytics Set Up (For rank tracking and reporting)
Google Search Console Set Up and verification
Google Analytics Set-Up
Bing Webmaster Tools Set-Up
Profile and listing creation for 30 NZ Business Directories

Initial Review and Analysis
In-Depth manual and software-assisted Site Analysis
Duplicate Content Check
Competition Analysis
Keyword Research and Analysis
Baseline Ranking Check
Keyword URL Mapping
Broken Links Check
Google Penalty Check
Content Strategy

On-Page Optimisation
Canonicalisation
Header (H1) Tags Optimisation
Internal Link Structuring & Optimisation
Image and Hyperlink Optimisation
Robots.Txt creation
XML Sitemap Analysis
Title & Meta Tags Optimisation
Existing Web Content Optimisation
Fresh Web Content Suggestions
Schema Implementation for Contact Address
GEO Targetting (via GWT & Code)
Address add to website pages.
KML Sitemap
Desktop Speed Optimisation
Google Analytics Conversion Set up
Schema Implementation for Logo Reviews
Location based Page Analysis

Local Search Optimisation
Google My Business Setup & Verification
Google Places – Photo / Multimedia
Business Directory Listings / Local Citations
Bing Local Listing Set Up
Google Maps Optimisation

Monthly Content Marketing
Article Writing
Blog Writing
PDF Creation
Classified Writing

Monthly Off-Page Marketing ·
Article Submission
Blog Submission
PDF / Doc Submissions
Article Promotions
Blog Promotions
PDF Promotions
Classified Submissions
Blog Commenting
Search Engine Submission
Social Bookmarking
Profile Listings

Monthly Reporting
Search Engine Rank Report
SEO Activity Reports
Google Analytics Report

More helpful Information about SEO:

The Google Algorithm for ranking Websites has been known to change up to 9 times in a given day. This affects ranking results.

Google now considers over 200 SEO factors, (With over a 1000 different technicalities) for ranking websites. Good SEO is concerned with ticking the right boxes on most of these.

SEO is free advertising, once the all work is completed and the site is ranking on page 1 of google there is no cost for website visitors. Good SEO work can last for years, depending on how competitive the niche is.

The Google rankings can fluctuate very dynamically. This is due to a variety of factors. The higher the ranking, the less volatile the positions.
Rankings for new sites could fluctuate heavily for up to a year
Google says it’s normal to see search rankings for new sites fluctuate heavily within the first year. Factors are the competitions SEO efforts, Algorithm changes and changes made during SEO carried out on the site.