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Search Engine Optimisation (SEO)

"How do I get to the top of Google and what is search engine optimisation?"


This is a question often asked by our clients. Firstly, experience suggests it not that difficult to get to the top of Google, providing your business or service falls into one of the following categories:


  • Searches for a niche product / service within a specified location
  • Searches for a popular product / service with a specified location
  • Searches for niche product / service

Secondly, the process employed to help improve the rankings of your website is called Search Engine Optimisation (SEO). Search Engine Optimisation can be provided as two different services and it's important to distinguish between the two.


  • 1. On-site SEO
  • 2. Off-site SEO

"Search engine optimisation by Why Design has increased our enquires by 300%."

Jane Luff, Allerton UK.


1. On-site SEO


The first step of any website optimisation is on-site SEO. On-site SEO is the fine-tuning of the content of your site and the code that creates the pages. Both need to be written with Google in mind.


This is completed over five stages:


Stage 1: Identifying your keyword strategy

Our initial consultation helps us to identify the search terms or 'keywords' you want to improve rankings for. These became the basis for your 'keyword strategy'. This isn't always the obvious and it's important to discuss different options at this stage. A keyword strategy is then created for every page in your site covering copyediting, pages names, navigation names etc.


Stage 2: Copy editing

We take every page of your site and edit the copy to reflect your keyword strategy. Using set formats we ensure keywords are written in the places Google likes to find them. We ensure that copy doesn't appear unnecessarily keyworded and work closely with the client to maintain the integrity of the content.


Stage 3: Applying the keyword strategy

This is assessed on a per website basis. Typically this will include structural changes to the website code and page layout, ensure all HTML tags are used effectively, changes to the site navigation, inclusion of new pages and ensuring any CMS generated pages are correctly formatted.

Stage 4: Website code optimisation

We ensure the code of the site meets all the necessary standards and root folder that contains the website files is structured correctly and contains all necessary files to aid SEO.


Stage 5: Google submission and analysis

Finally, we run a report to see how the 'old' site ranks for the keyword strategy. On final client approval the new site is 'made live' and submitted to Google. Reports will then be run on a monthly basis for three months to monitor progress and, where necessary, help identify any further work required.


We offer our on-site SEO service on a fixed price basis. There are no monthly fees and no fixed term contracts. We write a proposal based on our initial consultation outlining all work required and lead times.


"The entire process was completed on time and in less than six weeks. Each stage was clearly explained and unlike many SEO services, we had a thorough understanding of what it was we were actually paying for."

Jane Luff, Allerton UK.


2. Off-site SEO


Off-site SEO is simply traditional PR for the digital age. You write a press release to achieve press coverage, however, instead of submitting it to newspapers and magazines, you post it on message boards, forums and blogs. Each post then links back to your website creating what's known as a 'back link campaign'.


We find that with a little time and practice the majority of SME's can achieve great off-site SEO results themselves. You still have to write the content regardless of the expensive monthly fees you pay so why not post it as well?



T: 01778 560788.
E: Email Del Cruft.