What Do SEO Companies Actually Do?

What Do SEO Companies Actually Do?

What Do SEO Companies Actually Do?

For people considering using the services of a specialised SEO team for the first time, understanding what it is that they actually do can be a big step. Many small businesses in particular do not have much technical knowledge regarding their website and its role, meaning that having an experienced SEO Scotland support service on-hand can be great help.


The work of a search engine optimisation team takes many forms. At the first point of contact, their role is to complete initial research, auditing and analysis of the client company’s current position. Every potential customer and their website is a different case, meaning that tailored SEO approaches are required dependent on their ambition, scale and industry. The best quality SEO Firms are able to adapt their procedures in order to capitalise on the unique strengths of each individual client, rather than using a one-size-fits-all approach to SEO.

This initial research period will look at the keywords being used to draw visitors to the website, finding the perfect balance of popularity versus competition. The best keyword for a website is one which is common enough that many people search for it daily, yet not so common that it is heavily targeted by competing businesses. Then, the SEO firm will also look into the Google Analytics data showing past performance, enabling them to look at trends in the way the website has been used or accessed and thus highlighting areas for improvement. The Webmaster toolset will also show the current position of the website within Google’s rankings and any penalties which have been given. Looking at the profile of inbound links and noting any marked as ‘spam’ will also be a part of this process, as will auditing the existing website for its code and structure if appropriate.



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Once the SEO firm has made these initial observations, they will be able to determine which kinds of action need to be taken in order to improve the website’s optimisation. In some cases, this is a complete web redesign, creating a totally new website. For others, an overhaul of the code is sufficient, creating a website which looks the same as the previous design but functions more efficiently or removes unnecessary features. Removing dated or harmful inbound links is also an integral part of this phase.

Previously, Google ranked sites more highly based on their connections to other websites, leading many unscrupulous marketers to place poor quality links around the web in order to boost their volume. Today, Google can apply manual penalties to a site’s ranking if it deems there to be backlinks which are low quality.
The counterbalance to this link removal is the creation and monitoring of new links, which help to prove a website’s relevancy and value. This not only will include regular checks of existing links, making sure that they still show the best returns in the rankings, but also should include research into the kinds of links created by competitors in the industry.

From this point onwards, the best quality SEO is combined with content marketing to create valuable and engaging pages which meet the rigid standards of Google’s ranking system. Ongoing analysis and reports to the customer from their SEO team help to show the impact that optimisation can have, showing statistics and commentary from the team. However, it is also important to remember that SEO is a continuous process, and that each company will have its own needs and areas of focus within the many different strands available within the world of optimisation.

Get Here Full Details 🙂 www.borderwebworks.co.uk/search-engine-optimisation/

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