Without SEO, you're invisible. A strong statement, but in the connected digital world, if you don't appear prominently in the search engines, you’re going to find it difficult to compete with those that do. Search engine optimisation aims to get your site ranking for the right terms in the best position possible. As an award-winning SEO Chester agency, our SEO services and approach are born from an agile mindset. You can't plan for the unplannable; Your site issues don't give you six months’ notice before they appear, so why should your SEO agency plan six months of activity before they start?
Using keyword research, page copy & reader profiles, we created a digital magazine to establish Dreams as the owners of sleep.
Changing perceptions of short-term lenders with a selfless content marketing campaign and page copy that drove SEO improvements.
Improving user experience, SEO and conversion rate with a content led strategy, Advice Centre creation and site indexation fixes.
Producing a unique data piece gaining backlinks from high tier publications and increasing site visibility.
"Salience made the migration process simple, and the results have been incredible. Traffic, visibility, and keyword rankings have gone through the roof, and their continued brilliant support has helped us to capitalise fully on the benefits of the project." AVADO
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We do the hard work, so Google doesn’t have to. A clean, well-structured website that meets the latest search engine guidelines will always put you in the organic good books. We investigate, identify and fix so that you can start climbing up the rankings as soon as possible.
Working with Salience, we have developed a clear understanding of our marketplace
Eric Cooper
Director
Copy that gets you to the top and keeps you there. Rich, knowledgeable and unique content about your niche shows search engines you know your stuff. On-page content is vital for SEO but also helps to speak to your customers across the entire purchasing journey.
We’ve been amazed at the success of this campaign in driving engagement with customers and prospects we never would have imagined
Scott Greever
UK Managing Director
Proper link building works wonders. Earning engagement from trusted communities across the web lets search engines know you're the go-to source. We build quality links and monitor your link profile to give you better results.
I’m impressed with the knowledge and suggestions Salience have actioned to ensure our consistent improvement as a brand
Paul Hambidge
Owner
Everything above, plus…301s mapping, Tech specifications, Auditing, Risk Analysis, and more. Site migrations are one of the most cost and resource-intensive actions you can take with an online business. It’s a chance to change things for the better, but in the same vein poses a significant risk to your organic revenue if shortcuts are made during the migration process. Every one of the sections above must be considered for site migrations – that’s standard. But there are a few extra bits that need thought. Our SEO agency in Chester is filled with bright sparks who’ve successfully managed a host of large and small site migrations. Here’s what they looked at:
There will always be a ‘100% need this’ list when it comes to technical specifications for your site that change depending on what you’d like to achieve. Before development starts, we provide a series of definite actions concerning all agencies, developers and other team members that, if followed, will put your new site in the best position for organic success once live. Auditing An extension of the technical specifications; we audit your new site on your development server to ensure your organic visibility is waving, not drowning when it goes live.
Development, hosting, payment providers, SEO, PPC… the list of agencies involved in a big migration goes on. As the project deadline looms completion, it’s easy to overlook certain shortcomings in favour of getting it done. But what’s the risk to your organic revenue? Whether you’re looking at your lowest ever visibility post-live or your highest, it’s important for stakeholders to understand revenue implications immediately after, and in the months beyond after hitting the big red button.
Particularly pertinent with large e-commerce sites. Telling Google where your old site pages went seems simple enough to talk about, but can quickly turn to an incomprehensible task. We look after your 301 mapping process so that every old page points to where it should, and every new page honours that redirect with appropriate.
Once the big migration button has been pressed, we extensively review the implementation to ensure everything has been carried over effectively to create as little disruption as possible to your website performance. A website migration should be as seamless as pulling away a cloth from a table and leaving all items undisturbed.
Just because the website has now migrated over, it doesn’t mean we have finished the project. In fact, we like to spend the subsequent weeks monitoring and gathering data on post-live performance to understand how the big move was processed by both search engines and customers to understand the shakeup.
Navigation and site architecture are important in helping search engines understand the relationship between pages (e.g. products grouped into categories and subcategories). When on site, intuitive navigation and architecture also makes it easier for customers to find, and buy, what they’re looking for.
The bigger they are, the harder they fall. We work with you to improve your keyword strategy, ensuring you have clear and diverse keyword targeting across your site. This prevents search cannibalisation and means that search engines can correctly attribute visibility to keyword clusters at a subfolder and category level rather than single pages. At our SEO agency in Chester we have access to industry standard keyword research tools and also undertake our own using tried and tested techniques. Put simply, this means the keyword universe we create will expand your reach way beyond what you’d expect possible.
Whether it’s the main CSS navigation of your site, footer navigation or otherwise, the internal links within are solid signals on your most important pages. We review and improve your navigation structure so your best pages get their best chance at success.
For e-commerce sites, category and subcategory pages are often the big-ticket items in search. Improving category structure enhances a search engine’s ability to assess their semantic relevance and rank everything within them accordingly.
Related: A Simple Guide on How Google Reads Your Site (And Why You Should Care)
Mobile SEO delivers optimisation recommendations tailored to smartphones and tablets.
The usability of a site on mobile is critically important since the majority of searches in Google are now done via a mobile device. As of March 2018, Backlinko reported that 58% of all searches in Google are now done via a mobile device. And that trend keeps on growing – according to Google there are 27.8 billion more queries performed on mobile than desktop.
Google is now a mobile-first index, meaning they rank search results based solely on the mobile version of the page. Beginning in July 2019, mobile-first indexing was enabled by default for all new websites but before this update, Google’s index would use a mix of desktop and mobile results.
A typical Mobile SEO audit we complete for a client may delve into:
We know your local ranking signals. Target on-the-go searches with a local SEO strategy. Let us…
Customers are searching for your business on the move, or soon will be. It’s imperative to have a mobile-friendly website. Google has rolled out multiple mobile-friendly boosts in the past few years – with our tweaks both the searcher and Google will love what’s in front of them.
It can’t just be friendly, it must be speedy too! Google recently built speed straight into its search algorithm with a Speed Update. This combined with mobile-first indexing now a reality means technically a faster site on mobile could outrank a slower one in a list of local results. Our page speed audits will have you racing ahead of the competition.
Great local content answers the questions being asked in local searches – we’ll develop a local SEO content strategy so you can serve content created to meet specific needs of your potential customers and provide information based on their local searches.
A steady flow of customer reviews – and identifying where best to get them – will help your brand be deemed trustworthy not only to customers seeing those reviews but to your SEO effort. That’s not just a theory in 2019; Google has added something called “E.A.T.” to their quality guides – expertise, authoritativeness and trustworthiness.
Perfect your brand on Google My Business, optimise your brand on Google Knowledge Panel – they’re affecting local rankings right now. We’ll help you master schema and structured data to give your local listings an upgrade with informative data that stands out from the crowd.
Even if it’s indirect (and a little bit clouded in mystery), social visibility and engagement do contribute to SEO too. Let’s get it in your local SEO strategy and use it to help with an additional boost to your local rankings. The good stuff we’re looking for here: social growth, brand-related mentions, shares, likes, retweets, along with lots of reviews and the right contact information.
Google has evolved in how they display local companies in search but links still definitely matter – local directory listings, award sites, bloggers and influencers are just a handful of relationships we’ll help you build in your local online community, relationships that will add value for users and for your website’s authority as viewed by Google.
Think your SEO strategy is all sewn up already? Potential customers are searching for products and services in your area, so you need to appear in local searches too.
Success with organic and local rankings are no coincidence, and we’ll help you achieve both.
Backed by conversion rate optimisation (CRO) testing and results, our SEO Chester agency develop a bespoke SEO strategy for all the brands we work with. Whether it’s on-page content, Google My Business, Knowledge Panel, authoritative link building, or performance tweaks to get you racing ahead of the competition, we’ll ensure you’re optimised for local search.
Google is fast becoming the new homepage for local business. Get ahead of the mobile-first curve and target on-the-go searches with a tailor-made local SEO marketing strategy from Salience.
A fast site is an absolute necessity if you want good ROI from digital, and yet it’s one of the first things to get hit. Development bolt-ons, outdated code and unwieldy imagery added by blog teams. They creep up over time, subtle at first yet damning to your visibility when you notice.
One important reason the need for speed is more important than ever? It’s built right into Google’s search algorithm. A close competitor with a speedier site could technically now outrank yours, leaving you in the dust!
The rumblings of this were felt in July 2018 for instance, when Google announced a Mobile Speed Update. This page speed algorithm refresh would specifically go after websites with poor speed on mobile, which followed the move to mobile-first indexing a few months prior. At this time Google encouraged webmasters and developers to “think broadly about how performance affects a user’s experience of their page”.
These jaw-dropping stats revealed in our Why Is Pagespeed Important? article demonstrate that improving page speed goes beyond ranking signals:
The list of issues that can affect your site speed is monstrous. To name a few so you believe we’ve been around a bit:
Our initial time with you is led by a discovery audit in which we identify the biggest issues affecting your site, of which page speed always features. We work with your developers through bite-sized actions to get the biggest improvements, fast.
One of the main concerns for websites and content on the Internet is: can it be trusted? This is particularly true when it comes to purchasing products, and sensitive topics or important life advice such as medical guidance and financial issues.
The reason? It’s in Google’s interest to provide search results we trust, otherwise we’d use their search product less.
This is why Google introduced Expertise-Authority-Trust (E-A-T) into their algorithm in August 2018. The aim is to show websites and content from trusted sources, particularly in areas where accurate information is critical.
In their search quality evaluator guidelines – a document Google uses internally to judge the quality of their search results – E-A-T comprises the bulk of the “Page Quality Rating: Most Important Factors”. Therefore, promoting trust has never been more important for your brand.
At our Chester SEO agency, we have alert systems in place to warn us of any potential algorithm updates. From this, we dig into our current client base and their competitors to find trends that cross sectors. Based on these and wider learnings, and with our agile approach to deliverables, we’re able to create reactive plans alongside our active
Building and encouraging trust on your website is crucial for both search engines and customers.
For example, Bright Local research shows that 91% of people read online reviews, while 84% trust online reviews as much as a personal recommendation. These customers then make their decision quickly – 68% form an opinion after reading between one and six online reviews.
Do search engines and customers trust your website?
The Salience Trust Audit reviews your websites current E-A-T efforts and delivers recommendations on how to build trust with your customers.
We provide feedback on informational content, helpful guides, customer reviews and more to understand your trust footprint and where it can be improved.
Building website trust is an ongoing process, which is why the Salience Trust Audit includes both short-term and long-term strategies. Our findings will help you promote expertise, authority & trust, futureproofing your website against further Google algorithm updates.
International SEO is the practice of optimising your website so Google can identify which countries and languages you want to target for your business.
A multilingual website offers content in more than one language, whereas a multi-regional website explicitly targets different countries. Google distinguishes between the two, and there is HTML markup and different setups to reflect this.
A website can also be multilingual and multi-regional e.g. a website with different versions for the US and Canada could have French and English versions of the Canadian content, and Spanish and English versions of the US content.
Despite our SEO agency being based in Chester, we work with clients across the globe. From fashion houses in Amsterdam to medical practitioners in the USA, we’ve built up a solid team of tech practitioners and content strategists who know how to push your results in the areas you need them to succeed. Here’s a little insight into what you can expect:
It’s very important for international setups to be implemented correctly, as otherwise content can be considered as duplicated, and even rank for the wrong countries and languages.
As well as harming the perception of a brand, auto-translated pages can be considered spam by search engines, so should be avoided.
It’s also important to use as many relevant signals as possible e.g. country-specific physical addresses and fully translated content.
The Salience International Audit reviews the global signals your website currently projects and provides suggestions to fix, improve or implement international SEO best practice.
With a focus on schema, Salience can help implement the right structured data to give Google an improved understanding as to intent of a given page and potentially improve its click-through-rate thanks to rich snippets displayed on the SERP.
Claim and influence your Google Knowledge Panel, perfect your Open Graph tags, and enhance your search appearance with schema the likes of:
We review the current structured data implementation of a website and uncover errors to tackle, and keep up with best practices and emerging trends to present suggestions for new additions and amendments. Like Google, we recommend JSON-LD encoding for schema markup included in the audit.
Related: A Guide to Implementing Structured Data and SCHEMA Markup
You’re unlikely to see a manual penalty hit your Search Console inbox this side of September 2016, after real-time Penguin became part of Google’s core algorithm, but that doesn’t mean Google’s ban hammer doesn’t have a tangible effect on your visibility and revenue if it deems your online activity wanting.
Now, smaller changes are more frequently added to the core algorithm, and with the exception of some obvious offenders – interstitials, anyone? – figuring out what you did wrong can quickly turn into a whodunnit of digital marketing practices. We use our principles of indexation, content and links to assess your site and figure out what needs tweaking and how much to tweak it before Google puts you back in their good books.
Depending on the scale of the problem, it’s not always a precise science, but that doesn’t mean there’s no science; Have a fast, indexable site with quality content and links to serve a searcher’s intent, wherever you appear in the search. It sounds so simple…
On a daily basis, Google releases changes or updates to their algorithm to improve their search results. Unfortunately for some website owners, this can mean a decline in their traffic and visibility, especially if penalised by the more severe Google algorithm updates.
There is no way to immediately recover from algorithm drops. Any search marketing agency that tells you otherwise is simply not being truthful to you.
In fact, Google even confirms this themselves:
“Pages that drop after a core update don’t have anything wrong to fix. We suggest focusing on ensuring you’re offering the best content you can. That’s what our algorithms seek to reward.”
So, while there is no clear “Fix X to return your organic visibility”, a robust long-term SEO strategy targeting best practices like enhanced content, quality backlinks and a well-structured responsive website is the best way to recover from algorithm declines and thankfully, Our Chester SEO agency are experts with this.
"Working with Salience, we have developed a rich source of informative content around sleep, which drives regular social engagement and web traffic to our site" Dreams
Using clever ad campaigns to reach audiences with accurate content, at the optimum time and in the best place, driving audience growth to convert customers.
Strategically creating, delivering and distributing valuable, useful and inspiring content to gain and maintain customers, without the hard sell.
