AT ALBION, WE DO THINGS DIFFERENTLY…

It goes without saying that you need to rank in position 1 in Google natural search results for keywords relating to your organisation’s name – because people who already know of your brand need to find you easily. However, high visibility in Google’s natural search results for other keywords related to what you offer is what really matters when reaching out to new markets around the world.

Attracting large increases in natural traffic from potential members, donators or customers who search Google is one of the areas where Albion have proven time and time again to get great results. Our tried-and-tested Search Engine Optimisation campaigns, not only involve optimising your website’s content and metadata with target keywords but also involve a selection of other strategies known to achieve high-value Google results.

These finely tuned Search Engine Optimisation (SEO) methods include ensuring your website loads quickly, is optimised for mobile devices and is efficient for Googlebot to crawl, index and rank your pages. They include measures that reduce the duplicate content from blogs that have been “over-tagged” or from archive pages that dilute Google’s index of your pages – causing them to compete with each other and waste a large proportion of your ranking power.

As well as once-only essential improvements, we also ensure our client’s organic search engine rankings continue to increase by implementing ongoing link building campaigns. This tactic of gaining more and more links from highly trusted, related, websites in the same sector ensures Google sees your site as an authority in your field. This ongoing effort of link-building has been shown over the years to be one of the most powerful ways of achieving top rankings and can be done by our team or by having us show your in-house staff how it is done effectively and efficiently.

Of course, being at the top of Google for a keyword phrase that few people search for won’t grant your environmentally-friendly or eco-aware products and services an increase in traffic or sign-ups. That is why we always ensure that a round of keyword research is done thoroughly, in order to inform both your and our team about the most lucrative keywords to target as well as the all-important “modifier” and “qualifier” keywords your pages should be optimised to rank highly for.

For example, by including variations of this page’s target keyword phrase “environmental and eco-marketing” in the heading, subheadings, metadata and content of this page, it has a good chance of ranking for such search terms. However, just as important is to include instances of words like “digital”, “services”, “agency” and others. That way, this page is able to qualify to rank in the search results for a much larger number of related search queries, such as “digital marketing agency for eco businesses”, and a whole lot more “long tail” keyword phrases we know potential customers search for.

If your business website has a page that sells “household eco products” you’ll need to optimise the page’s contents and metadata for those words. In addition, you’d be wise to use extra words that searchers may also use in their search query, such as “buy”, “online”, “best”, “shop” or “store” as well as words like “sustainable”, “eco-friendly” and “green”. You can imagine how many extra “long-tail” search queries this would help the page to rank for. The vast majority of website owners neglect to do effective keyword research and content optimisation – causing them to miss out on all this extra traffic their brand or project may currently be losing to competitors.