Many people who have some knowledge of SEO will have heard about the importance of content, link building, audits and reporting, but there are so many other elements that are equally important and should be offered as part of your SEO campaign! We are here to introduce you to technical SEO, white label SEO and local SEO, what they are and why they are important to your business.
Technical SEO refers to when technical elements of the website are improved or optimised in order to improve ranking positions. So, when Google’s bots look at all the content on your website (called crawling) and then register the content as eligible to show up on Google (called indexing), the aim of technical SEO is to make the website as easy to understand as possible for Google.
This includes everything from site speed, the website being mobile friendly, how the website is structured and how secure the website is. Another component of technical SEO is called Structured Data, a type of code that can be implemented on the back end of a website to provide content for the content on a website, which Google will then reward by adding certain features to the search engine results pages by your website. Let’s look at an example.
If you have FAQ’s on your website, you can implement Structured Data to say to Google, these are FAQ’s and this is the content that is in them. Say you rank in 3rd position for the keyword you are targeting on that page, Google might reward the fact that you have Structured Data by showing your FAQ’s on the search engine results page itself. Not only does this show that your website is a good result and is providing relevant information, but it is also an opportunity to take up more space on the search engine results page, as one competitor ranking on that page will be pushed down to the next!
Technical SEO can be extremely valuable and certainly shouldn’t be overlooked. With recent Google algorithm updates, technical SEO is more important than ever before.
White Label SEO
Next up, we have white label SEO. This is a term that describes when a company provides SEO services for another agency under their branding. Many clients are now wanting to be able to access most of their digital service under one roof, however it is rare that a company can offer the level of knowledge and detail that is necessary for each individual component of digital marketing. So, you can outsource the SEO work that your clients need doing to a digital agency Manchester or London based (for the best talent in the UK).
White label SEO companies can either work openly under their own company name, or they can offer the services as part of your team. This is completely dependent on what you would prefer! Having all of these services under one roof is really beneficial and helps to maintain a consistent digital strategy, so it is certainly worth considering if SEO is a service you want to offer but you don’t yet have the expertise necessary to master this specific skill.
Last but not least, we’ve got local SEO. This is a strategy that helps businesses to be more visible when people search for local search terms in Google. For example, a national search term might be “digital agency”, whereas a local search term would be “digital agency Manchester”. This is mostly important for lead generation, or enquiry based, businesses.
Local SEO is absolutely vital if you do only provide services in a particular location, as you could target more generic terms but when people land on your website and find out that you are not in the right location for them, they will simply leave. So, although your traffic levels have increased, you won’t get any enquiries from it so it is useless.
This is where local SEO comes in, as you can target specific areas. Although the search volumes for these keywords aren’t as large, that doesn’t matter as the users coming to your website will be much more qualified. It is far more valuable to target a highly relevant search term that gets 100 searches per month and for 50 of those users to make an enquiry, as opposed to having 1000 people coming to the website and only 5 of them making an enquiry.
So, there we go! These areas of SEO are vitally important and certainly shouldn’t be overlooked in your digital strategy. Whilst every service might not be relevant to you, your SEO agency should discuss each of these things with you to see if it is something that you would be interested in or if it is something that aligns with your goals as a business.