Keyword Research

Keyword phrase research involves identifying a group of keyword phrases that will be used in optimization. This step is critical and requires a considerable amount of time to find a good set of phrases that offer a balanced combination of two important factors: high usage by searchers and relatively low competition within the search engines.

Determining the most used phrase that contains your targeted keyword(s) is relatively easy. Online tools allow you to enter a particular keyword or words and will return all the ways in which that word(s) was used by searchers in the last month and in what volume. However, the most used phrase(s) is also likely the one with the greatest competition within the search results and may, therefore, not be where you would want to devote your optimization efforts. A more effective approach is to find a set of phrases (10 is a nice round number) that are heavily used by searchers but somewhat less competitive in terms of the total number of search results.

Onsite Optimization

Title tag

The title tag is arguably the most important aspect of your website from an SEO point of view. This is simply the title of the page. We include the keyphrases in the title tag.

Meta Description

This is the overall description for your page. We write a nice compelling couple of sentences including the keyphrases throughout.

Meta keywords

These are the keywords that are included on your website. This tag used to be the key element in SEO back in the day but now it is just important to have this included for site structure reasons. We include the keyphrases in this.

Heading Tags

As with the title tag it is also important to have the correct heading tags on the page. We use one main heading tag for the page then include other sub headings throughout the page.


The text is important because search engines are mainly text orientated, so it is important to have a lot of text on web pages and to include the keyphrases throughout the text. We include the keyphrases throughout good, relevant, coherent text.

Internal Links

It is important to link through your website using the correct text for links. We do this so that search engines and visitors have an idea about what to expect on the page they are about to visit.

Image ALT and title tags

All images should have ALT tags and title tag to enable visitors and search engines to know what the image is about. We ensure that images have relevant ALT and title tags.

Other chnages

There are always other changes to make but these are done on a website by website basis. Above are the main changes though.

Content Optimization

What is On-site Optimisation?

On-site optimisation is a major part of the SEO process. This is when we make the actual changes to your website. It is basically telling search engines and searchers what each page on your website is about.

Site structure and the engine’s ability to crawl the pages of your site will have a big impact on its ability to rank for a vast amount of keywords. One of the reasons working with retail sites is so rewarding is the large number of pages that one has to work with. However, manually changing several thousand title, description, H1, etc., tags is daunting and inefficient. Here’s where a little automation can go a long way in leveraging the power of a large site. Understanding the fields within your site’s database is the critical first step to mapping out a strategy where you can take advantage of a massive page count site. Consider your different page templates, like category, sub category, product pages, etc.

Also consider the different on-site attributes that you want to impact through automation rules.

One common approach is to take your URL, title, description, H1 and breadcrumb and create a schema that automatically populates these attributes with relevant fields from within the database. These schemas should be created for each template page and it’s important to think through the logic of how the schema will read once populated with the data. An example title tag schema for a category page might look something like this


Simply adding content can be a challenge in many cases, particularly when dealing with e-commerce sites in the retail space. Sometimes it’s a platform restriction, other times there are concerns that adding content will distract the user or push product down the page and negatively impact conversion. All are relevant concerns.

Try placing a small amount of keyword-focused content above the product table near the top of the page, and adding several short paragraphs of content below the product table near the bottom of the page. This usually satisfies the business, the end user, and the engine.

Link Building Basics

Link building is an art. It's almost always the most challenging part of an SEO's job, but also the one most critical to success. Link building requires creativity, hustle, and often, a budget. No two link building campaigns are the same, and the way you choose to build links depends as much upon your website as it does your personality. Below are three basic types of link acquisition.

Natural" Editorial Links

Links that are given naturally by sites and pages that want to link to your content or company. These links require no specific action from the SEO, other than the creation of worthy material (great content) and the ability to create awareness about it.

Manual Link Building

The SEO creates these links by emailing bloggers for links, submitting sites to directories, or paying for listings of any kind. The SEO often creates a value proposition by explaining to the link target why creating the link is in their best interest. Examples include filling out forms for submissions to a website award program or convincing a professor that your resource is worthy of inclusion on the public syllabus.

Website Analysis

Website analysis is a very useful tool for any website owner. If you are running an SEO campaign, it can tell you exactly how well it is working and will assist you with repairing the areas that are not working. When using website analysis you are given information such as:

User friendly

It is important for your website to be user friendly. There are certain aspects of websites that people have become used to and it is important to include these aspects to ensure that searchers don't leave your website in frustration.

Broken link

We check through your website to ensure that there aren't any broken links. It is very annoying for both search engines and visitors to click on a link and hit an error page.