seo strategy

Search Engine Optimisation is intended to elevate a site over it’s peers

All our SEO engagements start with a thorough analysis of current activity and positioning, and the development of a clear, robust strategy which directly ties into your business goals.

The strategy includes a competitive review and statement of intended search goals within an agreed timeframe. It also includes a clear, transparent roadmap of the proposed activity and a justification for it.

We believe in our clients understanding everything we do on their behalf, and operating with the highest levels of transparency and accountability.

accessibility

Bravr loosely defines accessibility as “a search engines ability to crawl all pages on a given website”

Search engines use crawlers/robots to copy webpages online into a local index. When users query a search engine, the search engines respond with results it feels are most relevant to the users query from its vast index.

• GYB – Sorted on Google, Yahoo! and Bing
• YGB – Sorted on Yahoo!, Google and Bing

If your website is not accessible to a search engine, and not in its index, then it won’t appear in search results and a competitor will.

Websites by their nature are not structured uniformly due to different technology platforms that power websites behind the scenes.

Technology platforms are designed to produce websites for users first, rarely with any consideration for search engines. This creates roadblocks for search engines preventing them from indexing your websites content.

Bravr technical expertise through first hand experience buliding sites, and managing sites across technical platforms provide tailored technical audits.

Unlike our competitors we talk directly to developers with technical solutions ready for implementation, not a list of problems for your web development team to figure out. We educate web development teams on search engine optimisation. This knowledge sharing ensures ongoing development supporting the SEO strategy without any detrimental impact on the user experience.

Some of the few areas we check in our technical audit are as follows:

• Home page duplication
• Changing URL structure
• Use of temporary redirects
• Incorrect HTTP headers returned
• Excessive use of dynamic parameters in URL’s
• Search engine incompatibility
• Frame site construction
• Overuse of JavaScript in HTML
• Overuse of CSS in HTML
• Invalid code
• Semantic HTML Header structure
• Relevant text content within images
• Duplicate content
• Duplicate Tags
• Too many reciprocal links
• Broken Links

navigation

Site layout may be manipulated to accentuate favoured key pages in search engine results

A websites internal hierarchy dictates the order and importance of content identified by search engine processes.

Content listed prominently or linked sitewide will be ranked with higher importance than content buried in the bulk of the site.

Bravr understands how search engines interpret website hierarchy, allowing us to ensure all important content is surfaced through internal link optimisation.

Bravr builds an internal site hierarchy document which analyses how a websites reputation flows through its structure. Site hierarchy documents analyse in great detail allowing revisions to be made to improve the structure, which can result in step changes to a sites visibility to rank for competitive terms.

Bravr experts ensure internal navigation optimisation supports both the user journey and search engines interpretation. This enables a higher level of success through increased conversions and lower bounce rates.

A useful analogy is to think of a car showroom putting its latest cars on display in the shop window, with its older models at the back of the showroom or even outside.

relevancy

Google states that one in every five search terms are completely unique

At the foundation of any search strategy is keyword research. This research enables our clients to understand what search terms their target audience use in search engines. Bravr builds a keyword universe using research data directly from search engines and website analytics.

Once a keyword universe is built, terms are divided categorically and filtered. A clients website is then analysed asking the key question “Is this websites content relevant for this target search term?”

Search engines use multiple factors to understand the context of a web page. Bravr understands how search engines use signals contained within webpages to interpret context. These signals can be optimised to help search engines gain a better understanding of a website and its contents.

The end result is improved positioning for search terms that are relevant to your business.

visibility

Search engine visibility measures a websites positioning across target terms in major search engines.

Visibility is our core KPI to measure success of our search engine optimisation campaigns.

Using search engine API’s we’re able to track clients positioning over time. We’re able to relate improvement in positions to specific search activity.

reputation

Reputation, Bravr’s very own “Pagerank”

Since Google first launched, SEO’s have been obsessed with Pagerank. Understandably since its a fundamental factor in which Google orders its search results. Loosely speaking, Pagerank was based on the quality and quantity of inbound links to a website.

Over the years Google have increased the sophistication of its pagerank algorithm beyond the original whitepaper.

Bravr measures a websites reputation using links and social based metrics aligned with search engines. We build complex linkography maps evaluating inbound links to clients sites, and inbound links to sites linking to our clients. Furthermore we measure reputation of our clients competition and produce gap analysis.

Once the gap is analysed we’re able to accurately plan how to bridge the gap through ethical and white hat link building activity, setup partnership deals, syndicate content/functionality to third parties and recommend “out of the box” solutions to improve a websites reputation.

For long term engaged clients we measure link attrition which varies between sectors. Links of the past which are aged and credible may fall off the radar of search engines and need to be replaced with fresh new links.

A websites ranking in search engines is most influenced by its reputation online, making it one of the most critical areas to a successful SEO campaign.