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Search engine optimisation

Search engine optimisation (SEO) is the process of growing the quality and quantity of website traffic by increasing the site's visibility to users and search engines.

If you have something to hide, the second page of Google search results might be the best place. If not, SEO is a vital tool to ensure potential customers can find you online. Optimising your web platform for search engines involves a variety of steps that focus on keywords, good site architecture, and ticking certain boxes with regard to the front-end development of your site.


Step 1: Keyword research

Through keyword research, you can identify useful search terms that potential customers use when looking for your service or product. Together, we can execute thorough keyword research where we not only focus on primary keywords but also on long-tail keywords and other keyword variations depending on what’s best for your particular strategy. We narrow down this research with qualitative insights into the words and concepts your prospect uses, gathered from conversations and interviews with your customers and stakeholders.

Based on this research you can gather new insights into your audience, content ideas and ways to structure your website’s content.

Step 2: Content

Providing engaging and useful information that matches your website’s visitor search intent is your next step. Visitors’ intent can vary: some people are looking for more information about a product or service, while others know exactly what they want and are ready to buy. You have to make sure that the right page of your website ranks for the right search.

We can help your company create and plan a content marketing strategy that fits your needs and help you attain your business goals.

Step 3: On-Page SEO

When you’re ready to put your content out there, it’s time to start fine-tuning your content pages. With well-thought-out title tags, engaging meta descriptions, descriptive images and well-placed links, you can optimise specific pages on your website for SEO.

Step 4: User Experience (UX)

Search engines also look at the time your visitors spend on your website. If your site is hard to navigate, or not easy on the eye, this can make your site visitors bounce quickly. And that's were UX design comes in.

Step 5: Link building

When your website is full of relevant content, engaging blog posts and useful knowledge, chances are bigger that other - authoritative - websites will link to your site. This enhances your own website’s authority and will help you rank higher in the search results.

Meanwhile, you can enrich your website by adding descriptive links on relevant pages where you link to other bits of useful content on your site. This will not only improve the SEO of your website, but also the user experience of your visitor.

Step 6: Technical SEO

Apart from improving your On-Page SEO and investing in strong, informative content, there’s also the technical aspect. In order to rank, your website’s pages must be found, crawled and indexed by the search engines’ bots. The more accessible your site is, the better your chances are to rank high(er).

Improving your site structure, avoiding thin or duplicate content, fixing 404 errors, optimising your site speed … These are only a few of the possibilities to improve the technical SEO of your website.

How we can help

At Leap Forward, we can help you improve your site’s visibility on the web. Depending on your needs, we’ll conduct an SEO audit where we’ll identify the main SEO issues that your site suffers from, prioritise them and help you fix them. Whether you have On-Page SEO problems or more technical issues, we’ve got you covered.

Furthermore, we can conduct keyword research and fine-tune your content strategy based on our findings. The same keyword research can also function as a blueprint for a well-thought-out and finely executed SEA strategy.

It’s important to keep in mind that we design websites and write content with the end user in mind. We don’t write for Google, we write for people. We won’t stuff pages full of keywords if it doesn’t make sense for your visitor, we only optimise if they would benefit from it as well.

Some benefits

Sustainable: Organic traffic is free, and by getting your SEO strategy on point from day one, all future communication on your website will benefit from it.

Quality traffic: SEO is part of an inbound strategy, which means your efforts centre on making it easy for your audience to find you whenever they want information.

More clicks: Although pay per click (PPC) ads appear above organic rankings when using a search engine, 71.33% of searches result in a click on an organic result (as opposed to an ad) on the first page.

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