All About SEO

Hello, and welcome to another one of our Whitefish Wednesday videos. My name’s Chris Surridge. I’m the director here at Whitefish Marketing, and today, we’re going to be talking about the makeup of SEO in today’s video. We have a number of customers and clients who will come to us and say, “Look, we’re looking here for some SEO. How can we help with the business?” And I talk to them and say to them, “Have you ever had any experience with SEO before?” Most companies have had some form of experience with SEO. They’ve talked about people writing them blogs, or they’ve talking about link building, and some of these terminologies you might be familiar with, or we’ve talked about technical audits, and so on and so forth.

Foundations of SEO

The truth of the matter is, yes, these things are part of SEO, but it’s only a small part of it. They all come together to form the foundations of what SEO is, and here on the board behind me here, we’re going to have a look at what we cast as the makeup of SEO. There’s four key components here. We talk about things such as on-page SEO, we talk about off-page SEO, localized SEO, and technical SEO, and together, those four elements there make up what we class as search engine optimization.

On Page SEO Optimisation

Let’s have a look at the first one, then, on-page optimization. On-page optimization is very important. In fact, this circle here should probably be bigger than the rest, because it is the most important of all the categories. On-page SEO is about what you say about yourself, so Google holds that in quite a lot of weight. It’s basically you’ve got full control over what you say about your business and about how you want to portray yourself to your clients and customers.

Subsequently, on-page SEO is very much about the written content, and here, we’ve got some ideas, such as your service pages, obviously, what you offer your clients, and things such as blogs and blog writing, and how you go about doing that. Later on, we have another video where we’ll talk about what to do with your on-page SEO, how to actually tailor each page. Let’s say you’re writing a nice blog, how to tailor each page so that way it’s fully optimized for on-page SEO. On-page SEO is very much about the content, and therefore holds a lot of weight in terms of… in Google’s eyes.

Off Page SEO Link Building

Next, we’re going to have a look at off-page SEO. Off-page SEO is about your link building, predominantly. It’s about having referrals coming back to your website, just like your recommendation would be, such as you might ask me, “Chris, have you got any good plumbers?” And I’ll say, “Yes, have a chat with my brother-in-law.” That’s a word-of-mouth recommendation. Well, Google can’t pick up on word-of-mouth recommendations. It needs to actually see some sort of digital connection between one entity and another. Subsequently, if your friend had a website, and they were linking from your website back to yours, now that is a digital referral. That is a backlink that Google can pick up on, and then give you kudos for it, give you some sort of points for that.

Of course, not all links are the same. Different types of links will have different types of values, where they’re coming from, what type of anchor text that you’re actually using for the SEO key phrases, what kind of domain authority you’re coming from, whether or not that site has been penalized, for example, so on and so forth. There’s a lot of different factors that go into link building, and subsequently, we have to make sure and maintain that things are working the way they need to be. Some examples of off-page link building would be blogger outreach. This is where we would reach out to other bloggers and ask for a link back to your website, or maybe press releases is another good way of getting hold of some digital referrals. There are also things such as citations, but that there falls more under localized SEO, and we’ll talk about that next.

Localised SEO

So, we talked about on-page, off-page, now we’re going to have a quick chat here about localized SEO. Localized SEO is probably the most important… Well, not the most important. That’s on-page, but one of the most important aspects for any kind of bricks-and-mortar establishment, where you’re servicing customers within your geographic area. Localized optimization is about making sure that you have visibility in Google for local searches, by customers who are searching for service providers near them. For example, if you’re an accountant based in Canterbury, you want to go ahead and try and attract customers who are in the Canterbury region, or maybe slightly further afield, who are looking for accountants near them. That’s the whole purpose of localized SEO.

Now, with localized SEO, there’s a number of activities that we can do. We can do location pages, we can do direction pages, or we can do things like citations. Citations is very, very important. These are directory citations coming to your website, again, just like a digital referral again, from directories. We’ll talk about this again another day, when we talk specifically about citations and following things like the NAP protocol, NAP, name, address, and phone number protocol. But, localized citations is another aspect of your SEO.

Technical SEO

Then lastly, or rather, we should have started with this actually, it’s the technical SEO. It is the foundations of your website, how your website is built and structured in a particular way, that Google can read your website and ensure that it can find all the necessary pages. So the technical, the way that your website is built, whether or not you have canonical URLs, whether or not you have your correct robots.txt file in there, whether or not you have an approved site map working for you. These kind of things here all fit into the technical SEO. And of course, like I said, we should have started with technical SEO, really, because that there is the foundations of your website, and from there, we start looking at all the other aspects of your digital marketing.

“Yes we can do SEO”

So the next time a company has a chat with you and starts saying, “Yes, we can do SEO,” make sure they can do all four elements here of SEO for your business, on-page, off-page, local, and technical. It’s as simple as that, okay? Well look, I hope you found that useful, hope you found that informative. We’ll be posting up a picture of this anyway on our blog, on the Whitefish Marketing blog, so therefore, you will see this in a little bit more detail. Any questions or anything of this nature, please drop us a line at, or failing that, just come and visit us for next Whitefish Wednesday video. Thank you very much. I’m Chris Surridge, and I shall speak to you soon.

Whitefish Marketing are a multi award-winning digital agency who specialise in helping accountants to #SecureMoreClients. We offer web design and development, along with a full range of online digital marketing activities. Based in Kent and London, but we service clients throughout the UK.  For further advice or questions about matters such as SEO services, PPC marketing, Social Media Marketing and more, git in contact with the team today.

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