How To SEO Your Website

Firstly, if you are looking for a definition of what SEO is, go here.

I will assume if you are still here that you what to know how to SEO your website & get to the top of Google listings?

Before you do anything else, read this article in full and then follow the links at the bottom to begin optimizing your website.

This article is a comprehensive whitepaper detailing how to implement SEO techniques that will work for any website to deliver top search engine rankings in Google & the other major search engines.

Targeted Website Traffic?

It’s important to point out that you are not looking for SEO (SEO is the vehicle, not the end result)…… you are looking for large volumes of high quality, targeted web traffic that will convert into new business & sales.

Where Is Your Website At Currently?

This is probably the most important step that you need to take to get to the top.

If you don’t know where you are right now, how can you fix it?

Before you make a single alteration, or jump ahead looking for the best places to add your keywords… (DON’T!)

Take a little time to arm yourself with the knowledge you need.

Do You Rank #1 in Google For Your;


Brand Name / Company Name?

Important Keywords / Search Terms?

Why You Don’t Rank in SERP’s:

Firstly, what is it that you are not ranking for?

If your URL isn’t ranking first when you search for then there are 3 main SEO reasons;

Not Indexed By Google

Penalised By Google

Triggering SEO Spam Filters

When you search for “Your Company Name” in Google, if your Brand doesn’t rank then these are the 3 most likely SEO causes;

Under Optimized Brand Signals

Over Optimized Brand Signals

Google Penalties

If you don’t rank for your main keywords then these are the primary SEO issues;

Under Optimized

Over Optimized

Google Penalties


If at this point you don’t rank for any keywords or search terms, don’t panic, the main point here is to check that your site is in Google’s index.

If your URL appears in Google results when you search for it, congrats, you’re indexed!

deeho URL Google search result


Next, check if you appear for your Brand name;

deeho brand google search

Now, Do You Appear For Any Keywords?

google keyword rankings

If you rank for some keywords, even if it’s not in the top ten, then your site is meeting the basic SEO criteria needed to rank for a large range of search terms in the future.

At this point I will assume that your site is indexed in Google, and you appear for your Brand somewhere in Google SERP’s. If you don’t appear, proceed here and find out why you aren’t indexed.

How To SEO Your Site?

SEO is a process of making sure that several hundred search engine measurables related to your site fall between minimum and maximum tolerances set by Google.

These upper and lower limits are not explicitly stated or published by any search engines, so good SEO companies (such as ourselves) conduct detailed A / B split testing analysis of high ranking websites.

Armed with this invaluable data, we then reverse engineer those SEO metrics & replicate them onto our clients websites.

If your site fails to meet certain minimum SEO criteria (as determined by each search engine) then you won’t rank at all (not being indexed), while for more minor optimization “offences”, your page will rank lower down in the rankings than it should do.

Google have developed their SEO algorithms in recent years in an effort to improve the quality of the results they provide, as well as wanting to limit the ability of the SEO industry to manipulate their listings with impunity!

It’s never been easier to anger the Google SEO gods & accidentally incur a ranking penalty.

To get to into the top 10 of Google (the largest & by far the most popular search engine & hence the most profitable for you) you need to understand how they rank websites & how they select the best sites to position in the top ten for each search term.

A Deeho SEO audit will help you to identify any issues holding your site back in search.

How Does Google Choose Websites For Position #1?



How To Optimize Your Website

There are only three core elements that control your rankings;

On-Page SEO

Off-Page SEO

Trust & Authority

On Page SEO

On-page covers not just your page content & keyword placement, but so much more.

Your website needs to be fit to rank and fitness covers everything from your server speed (which affects your page load speed), mobile device compatability, website structure, html coding, javascript, frames, images, video, navigation structure, bounce rate, duplicate content, 404 errors.

If you think that all you need to do is to add a few choice keywords here and there then you are in the wrong place.

In isolation, keywords can’t deliver top rankings, but without them, you won’t rank either.

Keyword implementation is just one piece in the puzzle that will collectively combine to deliver your rankings.

Effective SEO is i a process involving the aggregation of marginal gains.

In isolation, each individual element correctly optimized won’t make a significant difference to rankings, but, and it’s a big BUT…

When you apply measured SEO to every element of your on-page content, the combined impact on Google SERP’s will be profound.

More about On-Page

Off Page SEO

Off page is everything that needs to happen away from your website, backlinks from authority sites, social media shares, likes & follows.

Backlinks are the driving force behind top rankings, however they do need to built with guile and cunning if you are going to avoid being penalised by Google for trying to hard!

Managing your off-page activities is as much about avoiding passing negative signals as about building positive signals.

Negative SEO does exist and a few ill considered backlinks, built on poor quality websites can have a massive affect on your rankings.

Caution should be your mantra when building backlinks. Each potential link opportunity should be analysed for relevance, trust and authority before it is requested.

More about Off-Page

Trust & Authority

Authority & online trust are earned over time via the passing of trust and authority from the websites that link to you.

Your Brand is measured across the web and the more it is mentioned (in a positive light) the stronger it becomes.

If your Brand is shared consistently on social media then Google will learn to trust you. Trusted websites rank higher.

All those Facebook, Twitter, LinkedIn & Google+ users can’t be wrong!

More about Trust & Authority

SEO Algorithm Penalties

Each of your web pages is passed through a series of Google website filters (algorithms) designed to establish the best, most useful, high quality sites & pages.

These complex algorithms are used to analyse each page of your content.

Google use a range of quality metrics to remove any content that doesn’t meet the search engines minimum standards.

SEO Ranking Penalties & Violations

Common reasons for triggering an automated ranking penalty;

High Bounce Rate

Slow Load Speed

Duplicate Content

Over Optimization

Not Mobile Friendly

Bad Link Neighbourhoods

If your website search engine optimisation triggers any of these core quality filters then you will be dropped from the search engines index and you won’t appear in their listings.

Not sure what is wrong with your site?…. request a Deeho web audit and find out how healthy your website is.

While Not Incurring A Penalty, “Under Optimization” Is the Next Most Popular Reason For Poor Rankings.

Under Optimization

The opposite of over optimization, where your pages lack enough or any focus on topic, subject, missing phrases, search terms and relevance.

Additionally, you will in all probability have few or no backlinks.

Under optimization is in many ways a more preferable starting point than over optimization as it is akin to a blank canvas for SEO agencies to work with.

Relevance can be applied to your content and high quality backlinks can be created in line with Google best practice to increase your trust and authority metrics.

How Google Works:

There are three elements that are used to determine the top ranking websites to position at the top of SERPs; Quality, Trust & Authority.

There are two main components of your website that you will need to align with the search engines ideals; On-Page & Off-Page

On-page optimisation refers to everything we do to page content, website structure, etc, while Off-page optimisation refers to everything that is not on your site, but affects your rankings, including; back-links, social media shares, likes, Plus 1’s, Follows etc.

The importance of Backlinks

Whatever you have read about backlinks being dead and no longer working…… you have been reading the wrong information.

If anything, backlinks have gained power and influence rather than lost it since Google launched it’s original Penguin algorithm.

Since September 2016, following the launch of Penguin 4, high quality backlinks are increasingly valuable to you.

Backlinks will only help you if you build them correctly & avoid creating non relevant links on untrusted domains.

Backlinks have the power to work towards or against search engine rankings.

Low quality links can see you penalised and removed from SERPs.

High quality, naturally optimized backlinks have the power to propel you up the listings into the top ten spots that matter.

Back-links have never mattered more than they do today and if yours are going to work for you, you need to make 100% certain that they are structured correctly….. more about backlink structure

Get Started With SEO

There are three key areas of website optimisation that all need to be addressed if you are going to be rewarded with the traffic your business needs and deserves:

High Quality Web Content

High Quality Back-Links Supporting Your Sites Popularity

Active Social Media Interaction

To Position your Site at the Top of SERPs, you need;

1. A Complete 175 Point SEO Website Audit – Shows you the current health of your website & identifies where we can make SEO improvements

2. Comprehensive Keyword Research For Your Niche And Industry – Highlights where your prime traffic is and the most profitable search terms and phrases we need to target for you

3. Your ‘On-Page’ Content Optimisation For The Keywords And Phrases That Will Convert For You – Aligns your page content with the traffic streams you are targeting making your page content highly relevant to the search term

4. Backlinks Which Will Complement Your Content (Off-Page) – Increases your sites online popularity, trust and authority

5. Content Shares, Likes And Follows Across Social Media Platforms – Google trusts content that is shared in volume by quality, verified, authority social media accounts. If real people share your pages, it stands to reason that it is a good quality page.

Contact us today at Deeho, we’ll help you plan, structure and implement your SEO campaign. We work with websites internationally,  your location is no object.

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