What exactly are PR links in SEO?

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What are PR links in SEO?

Table of contents:

  • What exactly are PR links, and how can they be utilised to enhance a business’s SEO?
  • What are the main benefits of building PR links?
  • Why a business needs to improve its Google EEAT score
  • Ways that you can use PR link building to gain more links
  • When a business wants to improve its organic search engine optimisation, many agencies start talking about link building. One way a business can build links is through PR link building.

 

Are backlinks still a crucial part of the organic and local SEO process?

Yes, in short, backlinks remain a crucial part of the SEO process.

It is essential to remember that backlinks, or links as they are often referred to, are still widely regarded by many Bristol marketing agencies as the most critical ranking factor. That means if you want your company to rank on the first page of Google in this city, you often need backlinks.

However, as we will discuss later, you only want the best links. Your business should only build high-quality links. The links need to be relevant to your business sector.

This then helps to pass link equity through to your website pages, which is also sometimes referred to as link juice. This can help the page rank higher on Google if it has a lot of quality links.

So, how many backlinks do we need?

 

You can never have too many high-quality links.

That’s because high-quality links will help your website rank on page one of Google and maintain its position.

However, low-quality links and spam links have the opposite effect. They damage your SEO, which means your business moves down Google’s rankings.

And here’s the thing: obtaining quality links, such as those from the BBC, is incredibly challenging.

A significant amount of time can be spent building links only to obtain one link. That’s why we say you can never have enough quality links because creating them is so challenging.

Many companies attempt to cheat by creating spam links. Google will detect these low-quality backlinks, and as a result, Google may issue a penalty. The business could, therefore, obtain a link penalty. This means the website could be “de-indexed.” This means that the company will not appear in any search results for any search terms.

If a business is de-indexed on Google, it could be due to a link penalty. You often then have to work with an SEO agency in Bristol and assist with Google penalty recovery. It can take a considerable amount of time to recover from a penalty.

How can PR backlinks help my business?
Suppose your business receives a significant number of high-quality links from reputable sources, such as the BBC, an independent newspaper, and Wales Online. In that case, these links can help improve the company’s SEO.

 

What does “link velocity” mean?

Link velocity refers to the rate at which backlinks are being established. You want quality links, but you don’t want to make a mass of links all at once. Instead, you want to build quality links over a sustained and long period. Therefore, before you start building links, consider link velocity and if you wish to create links over a long period.

Let’s talk about what exactly PR links are

PR links, in short, are a type of backlink, whether that be do-follow links or no-follow links, that originate from a website such as a newspaper; this can be used to impact a business’s SEO positively. However, it’s imperative that when building links to improve your company’s search engine optimisation, all the links built are always white hat.

For example, a mere mention of your business or a link regarding a new shop opening on a newspaper website can help boost your company’s SEO. It achieves this by attracting more visitors, and Googlebot will index a new link. If it’s a good link, this can improve your business’s search engine optimisation.

How do you obtain PR backlinks?

Journalists and PR companies need a reason to link to your business. However, when you win an award, launch a new product, or open a new store, newspapers —whether local or national —may want to write a story and link to your business.

 

Your business sector

Let’s say, for a second, you run a solicitor’s practice. You might win a business award for the best solicitors practice in South West England. This allows various websites to write a story about it. The best links often come from newspaper websites or websites related to your business sector, which then write a story about the award you have won.

The semantic web

Google has utilised the Semantic Web for a considerable time. Google has something called a “knowledge vault.” Essentially, you don’t just need backlinks to enhance your business’s search engine optimisation.

You can also have just mentions of the business.

For example, your business’s name could be crawled and indexed, and then it is picked up by Googlebot.

The more your business is mentioned online, the more links you receive from quality websites, and the more Google perceives your business as a leader in its sector.

 

Google EEAT is now very important.

Google EEAT is now an essential part of the SEO process. For those who are unfamiliar with what Google EEAT means, let us provide a brief explanation.

Google EEAT stands for experience, expertise, authoritativeness and trustworthiness. Now, the element we are interested in discussing in this article is authoritativeness. The reason is that the more times your business is mentioned, the more links from quality websites you have, the more your authoritativeness will improve.

For example, top-leading businesses often have a massive number of do-follow backlinks from high-quality companies with a high Domain Authority (DA).

Therefore, businesses of all sizes, whether small or large, should aim to improve their Google EEAT score—a crucial part of enhancing a business’s Google EEAT and the authenticity aspect of the work. Therefore, to do this, you need to obtain quality backlinks.
They Provide More Clicks

 

Helping to obtain more visitor numbers

By having a lot of backlinks from high-quality websites, such as the BBC, you can also attract many more visitors through these links. That’s because people will click on the links to find your business. Therefore, they help to bring more customers to your website. Additionally, the more links that Googlebot crawls and indexes from high-quality websites, the more your organic SEO will improve.

 

Trustworthiness

We mentioned Google EEAT a little earlier. We have discussed attractiveness, but you should also consider how to improve your website’s trustworthiness. One way to do this is to get your brand or company mentioned on leading websites. For example, if you run a law practice, mentions in a leading publication, such as the Solicitors Journal, can significantly improve the trustworthiness of your business.

The reason is that Google will crawl and index not just links but also brand mentions of your company. Therefore, if your brand is mentioned on leading websites relevant to your business sector, then this can improve your company’s organic SEO. A good example, for instance, is a solicitor’s practice, which can be found on a website like the Solicitors Journal, having won a business award.

 

Journalist requests

Quite often, a journalist will write a story, but they may lack expertise in your business sector.

Let’s give you an example of what we mean. At this time, in writing, the stock market globally is being affected by the Trump Traffic. Now, what could happen here is, let’s say you run a broking business, then you might offer to answer a journalist’s questions. Then, by helping the journalist with a question they have, you can sometimes request backlinks in return. For example, “Joe Blogs at Abacus Trading” says the following.

This is beneficial for your business’s search engine optimisation, as you can obtain a brand mention plus a backlink as well.

 

Link-worthy content marketing.

It’s worth putting the time and effort into writing helpful and high-quality blog posts.

If you examine companies in our business sector, there are Moz and Backlinko, which have a substantial number of incoming backlinks. The reason for this is that the content marketing is of excellent quality.

Therefore, our best advice is not to settle for “content thin” content marketing; instead, you have to create top-quality, well-written content marketing.

Again, the work should have a very high Google EEAT score.
What happens then is that Google’s algorithms may decide to rank that work high on Google. The page may rank high on Google. This means it could potentially reach tens of thousands of readers per month.

Some of these readers may link to your work. They could even be sometimes a business which sells the same products or services as you.

However, if they are in another part of the UK, they may not consider your business a competitor.

For example, a dentist could conduct a survey to determine how many patients felt more confident after undergoing cosmetic dentistry.

Then, based on the survey results from 100 people, the findings might be mentioned in other dental practices across the U.K.

Therefore, by conducting that marketing research, you can obtain more links and brand mentions as well.

Sometimes, your business will be mentioned online, let’s say, a supplier who mentions that they work with your business on their website.

For example, there might be a banner which shows your company logo as a company that they supply goods or services to.

This is a brilliant opportunity to request backlinks from that supplier. They could even make your company logo a backlink by making the actual picture the link. However, it’s better if you have your brand mentioned, say, in an article.
Ensure that the anchor text is written in a white-hat manner. Additionally, the links you should obtain should only come from high-quality websites that have a high Domain Authority (DA) score.

 

How our business can help:

We are an SEO agency that serves customers in Bristol. We can help to get your business onto page one of Google. For a free quote, why not call us?

Can you tell me why SEO takes so long?

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Can you tell me why SEO takes so long?

Author: John Lang

Date: 05/04/2025

Table of contents:

  • Why does SEO take so long?
  • Why the process cannot be rushed
  • Why quality is the name of the game
  • How Google fights spam
  • Why you need good quality content marketing
  • Why you need good quality backlinks
  • How our winning SEO agency can help

 

So, we get it.

Businesses will want to see results, well, pretty much straight away. And we, of course, understand that rent, wages, and stock typically need to be paid every 30 days. However, with SEO, particularly in the context of local search engine optimisation, you are often will be left waiting well over six months to start seeing results.

SEO requires a massive amount of persistence.

The reason is simple: your competitors will have set the bar high. When we say ‘high, ‘ we mean they may have been chipping away at improving on-page and off-page SEO for, well, sometimes over a decade.

Thinking you can rock up and expect to beat established businesses that have been investing for an eternity. Well, this is often unrealistic.

Therefore, the competition sets the standard to beat in terms of content marketing quality, backlinks, and hundreds of other ranking factors.

This, in short, is why SEO takes so long.

 

Inside Google’s mind

So, Google is like a giant digital library.

This means that millions of businesses have their websites indexed.

These websites keep getting crawled and indexed by something called “Googlebot”/

This bot’s job is to look for changes and alterations to a business’s website.

Therefore, Google is continually seeking improvements. As you can imagine, your competitors also recognise the value of the top spot on Google, so they are constantly working hard to secure one for themselves.

In short, it’s a constant struggle to reach the top of Google—however, the hard work is worth it.

It requires a lot of work, but it also needs constant attention because as soon as you take your foot off the pedal, the competition will start to overtake you.

 

How does Google’s algorithm work?

Well, in short, no one knows.

No one outside of Google is aware of that.

So, for SEO agencies, we are left to speculate; however, since SEO has been around for a long time, agencies have a good understanding of how it works.

From Google’s PageRank to the Google Helpful Content Update, SEOs globally have worked hard to figure out how it works. Therefore, companies such as Moz and Search Engine Land consistently publish helpful advice.

This is how SEOs like us at our agency learn. We also know by experimenting with our test websites. And we think that the best way to learn

SEO is simply by doing, testing, and measuring the results. This is the only way to figure out what works and what doesn’t.
We now have a winning formula, thanks to one of our most senior SEO consultants, who has been in the field since 2014.

 

Ranking factors- what are they?

Ranking factors are simply the elements that Google reads to decipher how strong your company’s SEO is. There are backlinks and content marketing; these are the well-known ones, but there’s also page speed, for example.

A good marketing company must optimise as many of these as possible to achieve the best and strongest ranking factors, and this is how you get your business to the top of Google. However, as we mentioned earlier, some companies in Bristol have been improving their SEO for well over 10 years. Therefore, you often don’t just have to improve your ranking factors; you must usually improve them significantly. That’s to overtake the competition.

 

What does on-page SEO mean?

On-page SEO refers to optimising the SEO elements on your website. This could include adding content marketing, internal links, or improving page speed, for example.

 

Google EEAT and content marketing quality

What would differentiate a business on page one of Google from one on page 10?

Well, we would say the quality of the content marketing. If a business has top-quality content marketing, it will then have a high Google EEAT score. As a result, the page may also have incoming do-follow backlinks, which can help it rank higher on Google.

On the other hand, a page with “content-thin” pages, well, these businesses won’t be anywhere near page 1 of Google.

Therefore, the quality of the content marketing is key, and you should aim for each page to be well-written. When writing content marketing for each page, ensure that each page has a high Google EEAT score.

 

What is off-page SEO

So, off-page SEO can include mentions of your business on another company’s website, as well as NAP citations and backlinks.

Yet, if you were to ask us which of the off-page ranking factors can help a business get onto page one, it is good quality backlinks. In short, if your company has a lot of high-quality backlinks, which are a mix of good and bad quality, and the link builder understands link velocity and white-hat SEO, then this can significantly strengthen a business’s SEO.
In short, businesses that occupy the number one position on Google are typically there because they have the best backlinks.

 

Social signals

What can also help improve your company’s SEO is having a large social media following. These businesses may mention your business and regularly link to it via social media accounts, then direct users to your company website. This means you may have a large flow of shoppers from social media accounts such as Facebook.

The genuinely effective SEO agencies understand that you want shoppers to arrive via a combination of channels. For example, you should aim to get as many shoppers to your site from Google’s organic results, Google Ads, direct traffic, and social media.

 

You have to have a plan.

Regarding improving a business’s organic SEO, you must be careful with your time.

That’s because if your plan is ineffective, or let’s say, you don’t have a plan of how you are going to optimise the many different ranking signals, well, you could get burnt out, you could also be overly concentrating on one area, while neglecting another part, such as building links.

Therefore, you do need a plan. Indeed, the best SEO consultants usually have a fixed approach, yet they adapt it based on the business sector they are working in.

Additionally, good SEO consultants recognise that a set of businesses typically has a strong backlink profile within their respective business sectors. Therefore, more excellent time will need to be spent building backlinks if your competitors all have strong backlinks leading to their sites.

 

Google algorithm updates

You can implement the best search engine optimisation in the world, yet sometimes, due to Google algorithm updates, you can be caught up in “ranking flux.” This means that the positions on Google where businesses rank can change dramatically. Often, you will revert to your previous position after a few weeks if white-hat SEO methods have been adhered to.

However, if the site has, for example, thin content pages or weak links, then after a Google algorithm update, a business can move down Google’s rankings.

Now, if a business has not used white-hat methods but instead employed black-hat methods, it is often during a Google algorithm update that the company can incur a penalty. When it incurs a penalty, the business can be “de-indexed,” which means it is entirely removed from Google’s search results. This is why it is always worth working harder and only implementing white-hat methods.

 

Spam

This is closely linked to our last point: if a business uses black-hat methods, the website can incur a Google penalty.

Now, this could be due to spam, such as building spam links. This is why you will always have a sheer mass of SEO agencies out there who all want your business, but what you want is the best: consultants or agencies that do a good job, follow the guidance of white-hat SEO, Google’s Webmaster Guidelines, and Google’s EEAT principles.

In short, you want a company that will do a good job. White hat SEO is more complex; it requires significantly more work, but it’s the only way to maintain your business’s presence on Google. Because companies that build spam links get de-indexed, which means they are removed from Google due to a link penalty. This link penalty is commonly referred to as the Google Penguin penalty; however, there are many more penalties as well.

 

Partner with one of the best Bristol SEO agencies in the business

We have been working with businesses for over 10 years to improve their organic search engine optimisation. We are therefore one of the best in the business. We also have experience working with a wide range of companies, from those in the legal sector to well-known construction businesses.

Therefore, if you want to get your business on the first page of Google, Digital Tailors is the business to call. We can take care of every aspect of SEO, from content marketing to building backlinks and improving technical SEO. Therefore, come to the experts in Bristol and Bath, who can offer you high-quality SEO services.

 

What exactly is SEO? Could you explain how it works?

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Perhaps you just had a brand new website designed? You will now be eager to embark on your SEO journey and start optimising the site to reach the first page of Google.co.uk.

Yet, it’s essential to note that nearly all businesses want higher rankings —that’s to rank higher on Google.
However, do believe us when we say it’s one hard and long slog. This is especially true if your website is brand new.

Table of contents:

  • What exactly is SEO?
  • What are the main components of SEO
  • Can you tell us how search engines like Google work?

Is hiring an SEO specialist worth it?

What exactly is this search engine optimisation?

There are now numerous marketing strategies that businesses can employ to attract more customers.

This can range from hiring social media influencers to promote products to investing time or money in organic search engine optimisation (SEO, for short).

In a nutshell, your SEO is all about generating free traffic from search engines like Bing or Google.
However, securing a spot on the first page, let alone the top four results is a position that businesses fiercely fight over. For example, a business at the top of Google, in position one, could be capturing all the company, yet a business on the first page, in position 10, could hardly be getting any calls.

As you can imagine, with high-demand products and services, the difference in ranking at the top of Google and the bottom can mean a difference of millions of pounds.

What are the main components of SEO?

How a car engine is assembled means it often has many different components working in harmony for everything to function correctly and for the engine to operate properly. This is the same for a business’s search engine optimisation.

Over 200 ranking factors are used to determine the strength of a company’s SEO. These include content marketing, link-building, and technical SEO, which are often referred to as the pillars that underpin any business’s SEO strategy.
However, with that said, these are the main categories; numerous different ranking factors fit into each of these categories.

Let’s start with technical SEO

Technical SEO is, by definition, technical; however, if you understand the basics, you can start to make some headway in terms of improving your business’s search engine optimisation. One of the most critical areas to consider, first and foremost, is page “indexation”.

For example, can a website get indexed?

Can it get indexed by Google?

Is there an XML Site Map in place?

Are the pages you want to appear in the search engine appearing?

Is the website fast? Or is it sluggish?

What is on-page optimisation?

On-page optimisation is one of the main parts of search engine optimisation. If you are just getting started with improving your organic SEO, start with on-page SEO, as there is no point in building backlinks towards a content-thin page.

On-page SEO encompasses a variety of elements, including title tags, meta descriptions, alt text, and the content itself. Google E-EAT will be used to evaluate and determine if the content marketing is of good quality.

As we shall elaborate on later in this article, the quality of content marketing is crucial to get right. A blog post that is poorly written and of little value will not even get indexed, making it a total waste of time.
This is why content marketing must be top quality.

How do search engines work?

The process by which search engines work is highly complex. The reason it’s so complex is because the algorithm is constantly being adjusted and improved. These changes to Google’s algorithm are referred to as “algorithm updates” or “core algorithm updates.”
Therefore, it’s like a vehicle technician getting used to a specific engine but being revamped and improved, let’s say, every six months by the manufacturer. So, you have to constantly be learning for example, how did Google RankBrain change SEO? How did Google’s Hummingbird update change SEO?

This is what keeps SEO experts on their toes, namely the Google algorithm updates.
However, with that said, how the search engines work can be summarised neatly into just one paragraph. The algorithms are constantly assessing the quality of the content marketing and the links to your site. If you follow best practices for white hat search engine optimisation,

your work will be of high quality, and you will improve your business’s ranking for relevant keywords.

In theory, it sounds relatively simple; however, many businesses, as well as other companies, make the mistake of trying to cut corners by using black hat methods. These are frowned upon; they will result in the website incurring a Google penalty.

Crawling and indexation

We’ve seen businesses that have invested time and money into content marketing, yet the work remains unindexed.

Indexation issues are simply problems with web pages that cannot be indexed by say Googlebot, therefore, cannot appear in Google’s results.
Consequently, the page must be crawlable and indexable. Anything that delays Googlebot, such as causing an excessive amount of time to index the page, or entirely blocks the Googlebot indexing page will result in the page not appearing in SERPs. (not-indexed)

You want to make it as simple as possible for the Googlebot to go about its business of crawling and indexing the pages you want to be indexed. Therefore, you must give Googlebot a helping hand by considering adding an XML site map and internal links. You should also manually check whether the pages can get indexed using Google Search Console.

How do search engines determine where to rank a website?

So, we’ve cleared the first hurdle: the page is being crawled and indexed by Googlebot.

Now, it’s about Googles algorithm or whichever search engine you are optimising your website for to rank the work in its index.

Now, the algorithm, Google’s algorithm as we mentioned earlier, is constantly being improved and refined.
Google also keeps how its algorthim works top secret.

Therefore nobody outside of Google really knows how it works.

However, you should be aware of the many “ranking factors” that Google takes into account to decipher and decide where your business ranks. In a nutshell, the content marketing is of top quality, and the backlinks are of superior quality, which will help it start to move up Googles ranks.

Why you can never afford to get lazy

With SEO, you can never afford to take your eye off the road.

What we mean by that is that if you use lazy black hat techniques, you will be removed from Google.

Also, the algorithm, as we mentioned, is constantly shape-shifting.

Therefore, you could rank third on Friday for a keyword that’s important to your business, and seventh position on the following Monday.

Therefore, across the board, all of the various ranking factors need to be optimised. There are over 200 different ranking factors, and you need to improve these using the best white-hat methods.

Google EEAT

This is not something that enough SEO agencies discuss in our view or talk about.

However, Google EEAT, well its now a massive part of SEO.

The EEAT framework is used to measure your website’s experience, expertise, and authoritativeness, and also trustworthiness.

Googlebot then first crawls and indexes the page. Then EEAT is used to evaluate the page, in terms of the knowledge of the products and services you are selling; in essence, you are evaluated on 200 different ranking factors as well.

This is why SEO is now hard work, not just must be the backlinks leading to the page be, well of superb quality but the on-page must have a high Google EEAT score.

However, Google EEAT is an overarching framework that is used to assess whether, for example, you are an expert on the products you are selling or not.

For example, if somebody is selling a pair of ice skates, is it apparent the person writing the product description and review knows what they’re talking about? Have they demonstrated real expertise in the product or service they are writing about?

Its only when you show real expertise and experience regarding the product / service you are describing that Google will place that page higher on Google.

Or alternatively if a copywriter just written two lines of text about the item?
As you can imagine, Google want to place the business at the top, that have genuine experiences to express their opinion on products.

Have a strategy: don’t go in blind.

The problem that many businesses face in terms of improving their organic SEO is that they go all guns blazing, make a complete hash of the SEO, and then give up shortly after. It’s a long fight, one that you must be committed to be in over the long run.

You have to think of SEO like a dripping tap; it has to be carried out over the long term, drip by drip.

Typically, massive SEO work, completed in a short time frame can even be of good quality, but it can damage your business’s rankings if its all completed in a short time frame. Instead the work must be implemented over a long timeframe.

What is therefore preferred is quality work sustained over a long period, slowly drip-fed.

Which metrics should I be monitoring?

Some SEO agencies primarily report on vanity metrics, which are about as much use as a chocolate teapot.

Instead, you must look at the key metrics, (Google Analytics and Google Search Console) the more important ones, such as where your website ranks for certain keywords is crucial to your business’s success.

So for us, its important to use Google Search Console, to see where we rank for “SEO Bristol” for example. As that is important to our business.

How much organic traffic did you receive that month compared to the previous month? You can use Google Analytics to check this.

What is the dwell time like?
How long do visitors stay on the website for?
What is the engagement rate like?
Is the average visitor spending a long time on your website?
How low can you get the bounce rates?

How to do SEO for a brand-new website

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Table of contents:

  • Build your new website
  • Advice on page structure
  • How to write and create search engine-optimised content marketing (Google EEAT)
  • How to implement on-page SEO
  • How to obtain high-quality and relevant backlinks
  • How to set up a Google Business profile
  • Why it’s essential to set up a Google Search Console and Google Analytics profile
    How to monitor results

SEO, the name of the game, is to get as many organic visitors as possible who are interested in your products or the services you sell. This sounds straightforward in theory; however, there’s a lot to learn before you start implementing SEO.

For example, even a page on a website shouldn’t be considered just another page. It’s instead an opportunity to showcase your business as the best and experts at what you do (Google EEAT).

First things first, you have to design a website.
Now, we know this sounds like self-evident advice, and one of the first things you must do is have a well-designed website built.
This sounds like self-evident advice, yet many businesses opt for basic websites that significantly reduce their chances of ranking on page one of Google due to their design.
For example, the website could have a lot of content and thin pages; the website could be slow, and it could be entirely comprised of duplicate content marketing. The list goes on, but if the website is poorly constructed, then it’s like starting a race with the handbrake still stuck on – that is to say, you’re put at a disadvantage before you’ve even passed the start line.
Choose a good CMS
I would recommend grabbing a coffee and having a chat with your website designers to determine which CMS would best suit your business.
We like WordPress, and for the vast majority of our clients, we recommend WordPress websites. So, consider whether you would like a WordPress website for your business.

 

Security

You need to secure your website with an SSL certificate. This will offer HTTPS, providing shoppers on your website with an additional layer of security.

 

Responsive design

Let’s say you are at your website designer’s; what you shouldn’t let happen is that they prioritise the design of your company website, in terms of the desktop version, while not spending as much time on the mobile version.

As any top digital marketing agency will tell you, in most business sectors, in the city of Bristol, roughly half or above of the website’s organic traffic will come via a smartphone or tablet. This is why we say that you must ensure your website designers also focus on mobile design.
The UX must be well-designed and simple to use, and the company website’s load times on a smartphone must be fast.

Keywords

We highly recommend using Moz, SEMrush, or another SEO tool, such as Majestic, to help your company build backlinks and conduct keyword research.

Using these tools, along with Google Search Console, you can begin to understand the search volume for a keyword.
For example, if you sell luxury dog food, and one term, such as ‘luxury organic dog food,’ is obtaining a much higher search volume.

Naturally, you will want to focus your SEO efforts on that to attract more customers.

However, there is also something called keyword difficulty, which SEO companies use to gauge the difficulty of ranking on the first page of Google. For example, an SEO business is likely to examine backlinks, keyword difficulty, and website design before offering a quote to that business.

For example, if a business has, say, 7k per month to rank on Google for car insurance terms, this sounds like a lot of money, but in that industry, it’s a drop in the ocean.

Therefore, the marketing company must gain an appreciation of keyword difficulty in terms of how hard it will be to get their client on page one of Google for that term. One of the ways many agencies achieve this is by utilising various SEO tools, which provide an understanding of the keyword difficulty of a particular keyword.

Pages

Now, this sounds like fundamental advice, but you would be surprised to learn how many businesses still benefit from it.

So, let’s say that you are still in the planning stage of having your website built, yet this still applies to an established website because, of course, you can add more pages.

Now, here’s the thing: you want each leading service or product to have its page. Before adding pages or modifying existing ones, consider consulting with an SEO expert first. If you change the URL structure and URL extension, you can cause significant disruption to your business’s SEO.

Before adding new pages, modifying existing ones, or changing URL extensions, consult with an expert first.
However, to appear on the first page of Google, you need to have a well-structured page. You need to have a good page layout so that you can optimise each distinct service or group of products individually. For example, if you sell electrical items, you will want to optimise kitchen blenders separately from what you would say televisions.

Therefore, a well-structured page is essential. Also, remember to ask your search engine optimisation company to upload an XML sitemap; this will help ensure that Googlebot can crawl and index the pages and new pages you might have added to your company website.

Create good quality content marketing.

So, when you walk into any SEO company’s office and ask them, what is one of the most important and key areas that SEO consultants should focus their time on? Now, most businesses will advise focusing on publishing high-quality content marketing, such as main pages and blog posts. Every page should have a high Google EEAT score. Also, the written work should be as helpful as possible.
Ever since Google rolled out the Google Helpful Content Marketing Update, it’s more important than ever for businesses in Bristol to focus on publishing helpful blog posts. For example, which questions are your customers asking? Then, collaborate with the most knowledgeable individuals within your company to create informative guides, such as blog posts.

Let’s give you an example.

Let’s say you run a solicitor’s practice in Harbourside in the Bristol area. Let’s say that if you focus on employment law, then you should write guides to answering employment law questions. For example, there might be a topic of conversation that’s gaining a lot of readers on, say, the BBC, related to a company closing.

You may want to write an article about employee rights when a company goes bankrupt. If the article is well-written and has a very high Google EEAT score, it may rank on the first page of Google, where you can gain more customers.

What does EEAT mean?

Before you begin writing your main pages or blog posts for your website, you and your copywriters should be familiar with Google EEAT. This was a significant update that Google made their algorithms. For example, when writing content marketing, the author needs to demonstrate expertise and experience and work on enhancing the authority and trustworthiness of the page. In short, the work needs to be written by an expert.

Then, you need to work hard, build links, and also improve your business’s trustworthiness by securing mentions and links on high-quality websites. Additionally, if your business receives numerous positive customer reviews on websites such as Trustpilot and Google Business

Profile, this can help enhance the company’s trustworthiness.
Additionally, ensure that your company’s NAP (Name, Address, and Phone) details are accurately displayed on your website.

Use H1 through to H6 tags

Ensure that you use H1 through H6 tags, as these are helpful for two main reasons. They help readers skim and quickly find the part of the page they are interested in reading about. For example, if you’re discussing lawn care, the reader might want to skip to the section on how to eliminate weeds from their garden.

However, h1 through h6 tags serve a different purpose; Googlebot uses these to understand exactly what a page is about. Let’s say you have written a mammoth article, over 7,000 words, so you’ve created an evergreen piece of content marketing.
Therefore, by adding the H1 through to the H6 tags, you’re helping Googlebot understand what that page is about.

Links (external and internal)

Then, we move on to links. Now, as we write this article about providing SEO advice to businesses with a brand-new website, you must consider link velocity. Especially your website is new.

Now, link velocity essentially means you don’t want to build too many links too quickly.

When it comes to link building, you want to build links slowly over a long period. Additionally, every single backlink that your business or appointed SEO agency builds needs to be of high quality. It needs to come from a website, such as the BBC, that has a very high domain authority.

This, in turn, will help your business enhance the authoritativeness of your website by having backlinks pointing to it from other reputable companies.

Again, we must clarify that the only links you want are high-quality backlinks from reputable businesses. Every link you build must have a high DA, and the links must be relevant. For example, if you run a golf shop in Clifton, the backlinks you make must come from relevant websites, such as those in the sports industry.

Internal links and anchor text

It’s essential that your company website, whether it’s a brochure website or an e-commerce website, uses internal links.
What internal links can do, when used well, is help shoppers navigate your website more effectively. For example, a customer may visit a blog post, read it, and then browse several products that your business offers.

What the internal links have, therefore, done is help customers find the products they may be interested in purchasing.

This improves the dwell time for the website, as well as reduces the bounce rate.

This is beneficial for SEO purposes because a website with a significantly higher dwell time indicates that the customer, the shopper, is interested in the products or services that you sell. If you are wondering what the bounce rate and dwell time (also known as time on page) are, you should set up a Google Analytics account. This is a piece of cake to do; however, to ensure it is set up accurately, please ask your web developer to set up the Google Analytics code for you.

Therefore, this can help you understand whether visitors are spending a long time reading your work or if they are leaving after just a few seconds.

Google places businesses at the top of its results, which have high engagement, resulting in a very low bounce rate and a high dwell time.

This is why the content marketing on your website needs to be of such high quality: when you offer helpful and well-written advice, shoppers will spend more time on your website.

 

Alt text

When adding pictures of your products, make sure to optimise your business’s alt text.

For example, if the product is a Nike trainer, label the alt text as ‘Nike trainer’ plus the type of running trainer it is. This will help Google understand the products you are selling on that page. So, when Googlebot crawls and indexes that product, Google will recognise it as a Nike trainer.

 

Set up a Google Analytics account.

We recommend setting up Google Analytics as soon as your company website is live and also establishing a Google Search Console account. These can be set up as soon as your website is live and can be crawled and indexed by Google.

SEO agencies, such as Digital Tailors, utilise both Google Analytics and Google Search Console extensively, as they provide valuable and crucial insights into how well we are improving our clients’ search engine optimisation.

 

Google E-E-A-T: how to create people-first content

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Google E-E-AT: & How to Develop People First Content Marketing

Table of contents:

  • Why Google EEAT is now such an essential part of search engine optimising
  • Why copywriters especially should know about it
  • We answer some frequently asked questions about EEAT
  • Why E-E-A-T Matters
  • Why Google EEAT is such an essential part of SEO:

Search quality raters

It’s essential to note that, at the core of all we do in terms of improving a business’s search engine optimisation, quality should be the primary focus. It’s essential to note that, despite your perception that Google is entirely automated, it also employs “search quality raters”.
These are real people who evaluate business websites to help determine if a page or blog post is of high quality. Then Google is thought to take this feedback and incorporate what the quality raters say to design and redesign Google’s algorithm.

What are the core components of Google E-EAT, and how does it work?

 

Experience

Therefore, this is what Google quality raters look for, and now Google’s algorithm determines whether a page is of high quality or not.

So, does the person, the author writing that work, seem to have firsthand experience in terms of what they are talking about?
If they are discussing an area of law, for example, do they have a solid understanding of the subject? Is there a link to their LinkedIn profile to demonstrate their qualifications as solicitors? Have they cited facts, laws, and legislation that demonstrate their knowledge of the subject matter?

 

Expertise

 

Demonstrating expertise means writing content marketing in a way that is crystal clear; you know what you are talking about. As you would expect, demonstrating experience is closely tied to expertise. Yet, with expertise, you could do the following to show Google you are the expert in terms of what you are talking about:

– Link to your LinkedIn profile
– Link to your about us page, which explains your experience, qualifications, etc
– Links from external sources to that page. For example, if you have a degree from Harvard University in Law, then a link from their website to yours will give your solicitor’s practice a significant boost in terms of its ranking on Google.

 

Authoritativeness

So, this mostly boils down to links, and if you have an excellent backlink profile, you’re on track to getting and pushing to the top of Google’s SERPs.

However, here’s the thing: quality and relevant links are hard to come by, and they are really hard to come by.

The businesses at the top of Google, in the top 3 results, usually have excellent links from reputable sources, such as the Independent Newspaper, or, if you’re in the dental field, a link from a website that all dentists respect as a leading source for dentistry information and news.

Links from high-quality websites will improve the page’s authoritativeness, and as a result, you can believe us when we say that if your business has good-quality links, this will dramatically help improve your company’s SEO.

 

Trustworthiness

There are numerous ways a business can enhance its trustworthiness. So, the primary way we think is to ensure that the content marketing is of top quality and offers helpful advice. This will mean the dwell time will increase, which sends an unmistakable signal to Google’s algorithms that the page provides information that shoppers are reading for an extended period.

The opposite of this is a website with an extremely high bounce rate, so high that it’s transparent to Google’s algorithm that the page doesn’t offer helpful information, and shoppers, on average, are leaving shortly after arrival.

SEO agencies differ in the advice they offer for improving a business’s EEAT trustworthiness. However, many agencies believe that it is essential to display a business’s NAP, which stands for name, address, and phone number.

If several business citations support this, then it’s clear that the business is likely to be based there.

 

Google reviews and Trustpilot business reviews

A business must accumulate a lot of genuine business reviews. These reviews should be left on the Google Business profile; however, it’s also beneficial to gather business reviews on Trustpilot. This is not just to improve a customer’s confidence that the business offers a good service; it’s also for Googlebot. So, when Google crawls and indexes that page, it will see that the business has many positive reviews, is trusted and has a large number of satisfied customers who enjoy doing business with the company.

 

What was the Google Helpful content update?

Google now primarily wants pages and blog posts in its index that are original, well-written, and helpful to customers. Whether that’s how to change the oil in your car or repair split ends, the written work needs to be beneficial, which means thinking of the customer and offering the best possible advice you can for them.

Quality content-marketing wins hands down.

Quality content-marketing wins hands down, so make sure to save time instead of writing one article every week that could be deemed a bit run-of-the-mill. Instead, dedicate that time to writing one piece a month that knocks it out of the park.

SEO companies and businesses in general often make the mistake of thinking that more is better. However, when it comes to a business’s content marketing, it’s better to have quality rather than quantity.

Writing run-of-the-mill, or rubbish, content marketing is a total waste of time. The reason is that when Googlebot indexes it, it may deem it as spam, which means it will never be indexed and will never appear in Google’s SERPs. So it’s binned before it’s even ranked on Google.

This is why we always advise you to put your efforts into creating high-quality work rather than producing spam or low-quality work that will be ineffective.

Do we need to consider Google EEAT when creating all the content marketing we write?

Yes, in short, keep Google EEAT at the forefront of your mind when creating all content marketing. So, think that Google wants you to demonstrate experience, expertise, authoritativeness, and trustworthiness in the content marketing you produce. So, think about how you can show this – how can you explain that your business is the best?

Does this apply to product pages?

Yes, Google’s EEAT guidelines need to be applied to all pages and blog posts. 

Now, this is a common mistake some businesses make; they write high-quality, bespoke, well-written blog posts. Yet, the main product pages simply duplicate product descriptions, which doesn’t work. If that page, the product page, is deemed low quality, spam, or duplicate text, it won’t rank high in Google’s SERPs.

All pages, therefore, need a high Google EEAT score.
Why do we need to avoid duplication issues?

Duplication, whether it’s external or internal, is something Google dislikes. It can trigger a Google Panda penalty. Essentially, avoid all duplication issues. Each page should have its original content marketing.
Is Google EEAT a ranking factor?

No, it is more guidance. We always explain it as overarching guidelines which emphasise everything. Then you should think of ranking factors more like very exact and specific guidance. For example, follow the advice on backlinks, as this is a ranking factor; however, Google 

EEAT applies to all ranking factors.

Would you use A. I to generate content marketing?

No

In short, no. That’s just our advice at our agency. The reason is that we don’t know enough about AI content marketing and whether Google, during a core update, will penalise businesses with an algorithmic penalty for using too much AI. I generated content.
So, our best advice, at this point in 2025, is to avoid and hold off on using AI content marketing. Instead, manually write it and ensure it is of high quality.

How our winning SEO agency can help:

Serving Bristol, we are one of the best SEO agencies in the city. When your business wants to improve your SEO, call us.
 

Are backlinks still the backbone of organic SEO?

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  • What’s inside this article:
  • What are the main differences between internal and external backlinks?
  • How does Google Algorithms use external links to assess SEO Strength?
  • Why is it widely considered so important to lower a company’s bounce rate?
  • What does U.X mean. What is user experience and why does it matter?
  • What does anchor text mean, and why should you avoid over-optimising It?
  • How can our expert team based in Bristol help?

 

Are backlinks (external) still considered the backbone of organic / local SEO?

 

Absolutely.

Backlinks (external links) remain a critical component of search engine optimisation (SEO).

According to a study by Authority Hacker, 79.7% of organic SEOs consider link building an important part of their SEO strategy. So in 2025 they are still an important part of the SEO process.

Therefore even when Google was using PageRank, to today in 2025, Google still uses backlinks as one of the main ways of working out how good a companies search engine optimisation is.

High-quality backlinks signal to search engines that your website is authoritative (Part of Google EEAT) and trustworthy, which can significantly boost your domain authority and organic traffic.​

 

What is the difference between internal and external links?

 

Internal Links:

These are hyperlinks that connect one page / blog post to another within the same domain.

They enhance website navigation, distribute page authority (link equity), and help users discover related content  marketing.

For instance, a blog post about car waxes might link to associated products, such as car dent remover, helping guiding users to additional relevant information.​

 

External Links

These are links from other websites pointing to your site. They can help a business to obtain link equity, therefore if the businesses domain authority (DA).

They are vital for SEO because they act as endorsements from other domains.

However, it’s crucial to focus on acquiring high-quality external links (high DA score), as low-quality or purchased links can lead to penalties from search engines (Google Penguin). 93.8% of link builders say link quality is more important than link quantity. ​

 

How do Google’s algorithms use external links to assess SEO Strength?

 

Google’s algorithms consider backlinks one of the top two ranking criteria for pages.

Websites with a higher number of quality backlinks tend to rank higher in Google’s search results.

For example, the page ranking #1 on Google has an average of 3.8 times more backlinks than other pages.

This is why at Digital Tailors, for our valued clients in Bristol, we spend a huge amount of time building links.

This highlights the importance of establishing a robust backlink profile to boost your site’s visibility.​

 

Why is it important to lower a company’s bounce rate?

 

A high bounce rate indicates that visitors are leaving your site without engaging further (check this using your Google Analytics account to check your businesses bounce rate), which can negatively impact your SEO performance.

Implementing effective internal linking strategies can reduce bounce rates by encouraging users to explore more content  marketing. Notably, 42% of SEO professionals allocate equal time to building internal and external links, underscoring the importance of internal linking in SEO strategies. ​

What Is (U.X) User Experience and Why does it matter?

 

User experience (UX) encompasses all aspects of a user’s interaction with your website, including design, the navigation, and the quality of content marketing, i.e is the bounce rate high?

A positive U.X leads to longer dwell times and increased engagement, which are favourable signals to search engines. For example, long-form content marketing generates 77.2% more links than shorter articles, indicating that comprehensive, user-friendly content is more likely to be linked to and shared. ​

 

What does anchor text mean?

 

Anchor text refers to the clickable text within a hyperlink.

While it’s important for indicating what the content marketing is about, over-optimising anchor text with exact-match keywords can appear manipulative to search engines.  This can trigger a Google Panda penalty.

Therefore, it’s advisable to use natural and varied anchor text to maintain a healthy backlink profile.​

 

How can our expert team in the heart of Bristol help?

 

Navigating the complexities of organic SEO and link building can be challenging.

Our agency specialises in developing tailored SEO strategies that focus on acquiring high-quality backlinks, creating engaging content, and enhancing user experience.

Given that 52.3% of digital marketers say link building is the most challenging aspect of SEO, partnering with experienced professionals can provide a significant advantage. Contact us today to elevate your business’s online presence and achieve sustainable growth.​

 

 

How to Conduct an SEO Competitor Analysis

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How to conduct an organic SEO competitor analysis

Introduction

It’s essential and crucial to carry out an SEO competitor analysis because you need to know how strong the competitor’s search engine optimisation is so that you can come up with your own marketing strategy.

For example, if your business only wants to build one backlink per week, yet your direct competitors on page one of Google already have 70 thousand backlinks, your link building will drop in the ocean.

The fact is that some businesses, such as PLC companies, might have teams of people working on improving their marketing. So, you must be realistic with your marketing budget or available time.

Suppose the competition has 120 articles on page one of Google, supported by thousands of quality backlinks; then there is a tremendous amount of work to do. That business will most likely spend millions on its marketing. Therefore, you must be realistic about whether you have the marketing budget to compete with that business.

Therefore, a competitor analysis is needed because you need to weigh how strong the competitor’s SEO is. Also, you must determine whether you have the time or the budget to compete with these businesses. If you have the time or the budget, you must devise a marketing strategy based on competitor research.

For example, if all your competitors have a strong backlink profile, when you check their backlinks in Moz, you will also have to spend a lot of time building links.

Or if the competitor has a lot of evergreen content marketing, your business may need to write such work, too.

Why it’s essential to carry out an SEO competitive analysis

 

Keywords

You must determine which SEO keywords you will optimise your company website for.

For example, many businesses and start-up companies may start optimising for long tail keywords, as these are generally easier to get on the first page of Google.

Then, as the business improves its Google EEAT score, you can improve your SEO for the keywords, which will bring in more organic visitors.

However, because it takes a long time to get most businesses on page one for the main SEO keywords, a company usually starts optimising for long-tail keywords. Therefore, it’s a good idea to work out which keywords you are optimising your website for to plan the content marketing you will be writing.

 

Content marketing

The content marketing needs to have a high Google EEAT score. This means it needs to be well-written. The work needs to be written by an expert on that subject, so if you’re writing about, let’s say, something to offer legal advice, then a solicitor should help with drafting that article.

Then, you need to improve the page’s authority and build quality do-follow backlinks.

Then there’s also experience, so you need to work with the expert, said the solicitor, so that they can reflect their wealth of experience in the article. Google’s algorithms will know whether the person who wrote the article has experience with what they are talking about, that’s, real-world experience.

So, for example, a solicitor, if they have input writing the article, can often suggest case law to reinforce what they are saying. When they mention this case law, it will strengthen content marketing; Google algorithms will know that the person is an expert and highly experienced in what they are talking about.

Then there’s trustworthiness, so if you reinforce what you are saying with, let’s say, links to a news article or the author of a statistic, it shows that you have completed research. This makes the article more trustworthy. Therefore, Google’s algorithm is likely to rank the article higher on Google.

Good SEO agencies know it’s about improving a business’s Google EEAT score.

 

Backlink Analysis

We recommend using quality backlink-checking tools; there are some excellent ones a business can use. If you ask us to recommend a company, we recommend MOZ Pro. Then, you can check your competitor’s backlinks.

In your competitor analysis, work out how many backlinks your competitors have and the quality of those backlinks. This will give you an idea of how much work you must do to improve your business off-page SEO. For example, if the direct competitor has 10k good-quality backlinks, much work is needed to gain this number of quality links.

However, you will have to talk to your SEO agency about link velocity because you don’t want to build too many quality links too quickly. It’s far better to build quality links over a protracted timeframe.

 

Technical SEO

Also, work hard on improving the technical SEO, for example, making sure that Googlebot can crawl and index each page you want to be indexed. Add schema markup, and work with your web designers to improve page speed; make your company website as fast as possible, as this helps improve user experience.

You should conduct a competitor analysis regularly

So, a lot of businesses only undertake a competitor analysis right at the start of building a website and starting to improve their SEO.

However, large businesses and global businesses know that it is important to conduct competitor research regularly.

Because you don’t want to be overtaken by the competition suddenly because, let’s say, they are optimising their website for a keyword that you haven’t concentrated much effort on at your business.

What could happen is the competition, and then you could gain a competitive advantage if you don’t concentrate on improving the website for many different SEO keywords.

 

Major algorithm updates

After a significant Google core algorithm update, sometimes this is where businesses substantially alter where they rank in Google SERPs. So they may have been 1st the previous day, but now they have moved to 7th for the same keyword.

A business must understand why you don’t keep using the same SEO methods that have caused your business to slip down Google’s ranks.

So, you need to adjust and alter the marketing strategy to avoid repeating what’s causing the problem.

For example, you could build links that don’t have a high DA score, which could mean you slip down Google’s ranks.

So, instead, you might have a meeting with your link-building team and say we only now want to build backlinks with a high DA score of 75, for example.

So, after a core Google algorithm update, it’s essential to understand why the business may have moved down Google’s ranks. Then, adjust your marketing strategy accordingly.

 

How our agency can help

We are based in the heart of Bristol; if your business wants to improve its SEO, give us a ring.

 

 

Can on-page SEO alone lead to good search results?

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When I talk to many SEO agencies, they will say that on-page SEO is essential and more straightforward than improving off-page signals, such as building backlinks.

So why is it easier?

With backlinks, you need another business, a company with a website with high DA, to want to link to you. Now, other firms often don’t want to be related to another company. Usually, they only link to your work if you, say, a company that works with that other business or you offer such high quality, superior content marketing that they want to link, so a piece of market research your company carried.

So, we are trying to say that businesses and websites only link to another company and offer a valuable backlink if the work is very high quality or there is a commercial reason to link to you because they say to supply you with products.

So, building backlinks is hard work. Trust us when we say it’s hard work.

This is why so many businesses concentrate on improving their on-page SEO when they are strapped for time. On-page signals, such as good anchor text and internal links, are essential, but it will only take you so far.

If you are ready to start improving your on-page SEO, let’s begin:

 

 

First things first, what is on-page SEO?

So, on-page SEO involves improving the following:

–            Meta titles

–            Meta descriptions

–            Alt text

–            Using internal links

–            Well-written anchor text

–            Optimising the URL extensions

–            Writing good quality content marketing

–            Making sure each page has a high Google EEAT score

–            And much more

 

Revalance

The whole of on-page SEO is ensuring you optimise your website for specific SEO keywords.

To do this, you must improve the relevance of the page; you do this by writing high-quality content marketing. Each page should have a high Google EEAT score. Also, internal links should be used to spread link equity across the different pages.

Why is on-page SEO so important?

How Google’s algorithms work is that they are looking at placing businesses on page one of Google with high Google EEAT scores.

To do this, you must make the page relevant to what you sell, whether surfboards or rockets that you can put into orbit.

You must make the page relevant to your business’s product or service in Bristol. You do this by simply writing high-quality content marketing. Then, add the on-page SEO elements, such as writing a good meta description to improve the CTR.

 

Write good meta titles.

Let’s say in the glorious city of Bristol, you sell bikes, and you sell those nice fold-up bikes you can take on a train.

Now, your business offers next-day delivery; make sure you make this clear in your meta description.

As a well-written meta description can mean that you get more clicks, it will draw in the eye if you write an advantage of buying from your business. Whether this be next-day delivery, perhaps a brand of product, or maybe you could write something about a sale that you have at the moment at your business.

However, a well-written meta description can mean you obtain more clicks and, potentially, you could make more sales.

 

Urls

So, don’t change your primary domain name or URL extensions if you have an established website. The reason is that it can massively damage your SEO.

So, we are talking about here: if you’re a start-up business, the website is brand new. You can only write URL extensions to improve your business’s organic and local search engine optimisation.

But again, don’t change the URL extensions if you have an established business, as this will damage the SEO.

So use some keywords in the URL extension, and keep it concise; don’t over-optimise by writing too many keywords. Use hyphens to separate the works, such as /mountain-bikes.

 

Use internal links

Googlebot, the bot that Google uses to crawl and index every business website, uses links as the primary way to navigate the billions of company websites out there. Therefore, this is why, in terms of improving a business’s organic search engine optimisation, it is good to have good links leading to the site, plus internally, as this helps with Google’s job of crawling and indexing websites.

If you have a super powerful backlink, let’s say you run a fitness studio in Clifton, Bristol.

Let’s say you are recognised as running a fantastic gym, and let’s say Nike links to your gym; then you would have a tremendous, powerful backlink leading to a blog post. Then, a top SEO agency, like Digital Tailors, would want to spread that link equity over the main pages so that those pages rank higher in Google’s SERPs.

 

How do we do that?

We use internal links; internal links help shoppers visit more pages. They also have an SEO purpose of assisting the company in spreading link equity on different pages.

 

Alt text

Less critical, but worth doing, is adding alt text.

All alt text is the text that describes the photo.

So if it’s a man holding a fish, you write this into the alt text; it helps Googlebot and Google’s algorithm understand what the picture is about.

 

 

All this will only take  you so  far:

When you have perfected your on-page SEO, written many blog posts, and have good page titles, alt text, etc., you will spot that this may only take your business to page 7 of Google’s results.

So, there is still a tremendous amount of work to do.

So what’s next?

Well, this is the never-ending job of building quality do-follow and no-follow backlinks.

Why do we use the wording never-ending?

Well, simply because this work never ends, your direct competitors will always want that top place on Google. So, if you have 100 quality links, you can bet that a direct competitor will be working on getting 101 links, and it goes on and on.

If you look at some of the largest businesses in Britain and some of the biggest online retailers, they sometimes have over 30 thousand links. So this gives you an idea of why SEO is never-ending and why businesses are constantly working on improving the on-page and off-page ranking factors to ensure they can move up or hold that top position on Google.co.uk.

Come to one of the best agencies around.

SEO experts manage this business; some have 10 years of experience advising companies on improving their SEO.

Come to the SEO experts in Bristol and talk to the team at Digital Tailors.

On-page SEO- What is it? And how do you improve it?

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What Is On-Page SEO?

A business improving its SEO may not know what a meta description or Google EEAT means.
But do not fear.

We thought we would write a beginner’s guide explaining all you need to know about beginner’s guide out on-page SEO. Plus, we shall explain why it’s important and some things you should consider, like sipping on your espresso and writing the latest blog post on your MacBook Pro.

On-page SEO is crucial, as it tells Googlebot, which relays to Google’s algorithm what the page is about.

Therefore, the following need to be optimized in a white hat way:

  • The page title
  • The meta description
  • The alt text
  • The content marketing needs to have a high Google EEAT score
  • Internal links
  • H1 through to H6 tags
  • And much more.

Why exactly is on-page SEO important?

Googlebot crawls and indexes millions of pages every single day. These pages can range from businesses selling blenders to some companies selling luxury electric cars. Therefore, each page could easily have in excess sometimes of a thousand words of text.

How on earth, therefore, does Googlebot work where this page should be placed in the SERP’s?

The simple answer is to determine how strong the page’s Google EEAT score is.

Then, how good is the page-on-page SEO? For example, are there alt text, anchor text, and internal links, and how many incoming links from pages with high DA scores are there?

Then Google uses the two on-page and off-page ranking factors, such as backlinks and, say, page speed and many other ranking factors, to work out well; where should that page rank in Google’s index?

 

You must aim to improve your CTR.

You must also work hard to improve your business’s CTR.

For those that do not know, CTR stands for click-through rate. So, not only must the page have a high Google EEAT score, but you must also work on improving your company’s CTR. One of the ways of doing that is through spending a lot of time making sure you write meta titles and descriptions.

Write the meta descriptions in a way that’s likely to attract more clicks. For example, if you offer free next-day delivery across most of Bristol, include this in the meta description, as it could improve the CTR.

Work on improving dwell times and reducing bounce rates

Work hard also on reducing bounce rates. You can monitor your business’s bounce rate in your company’s Google Analytics account.

Remember that setting up a Google Analytics and a Google Search Console account is free. Therefore, set these up so they can give you information, such as how long the average visitor spends on your company’s homepage. If the bounce rate is high, you may wish to improve the design, improve the U.X and work on making your company website even faster.

Improve the U.X

Work hard on improving the U.X for your website. You could hire the best SEO agency in the world, but if the website is dated and difficult to use, you will have a high bounce rate. Therefore, the top SEO agencies globally now recognise that good search engine optimisation is about improving the website’s SEO ranking factors, such as building backlinks and having a good web design.

Work on improving the U.X.; therefore, use split testing to make gradual improvements and work to see if this reduces the bounce rate.
Google EEAT

Your business must publish blog posts, main pages, and evergreen content marketing with a high Google EEAT score. So what does this mean? In every piece of writing and content marketing, you must show that you’re an expert in what you write about, whether that’s a surfboard or a scented candle.

Google EEAT stands for experience, expertise, authoritativeness and trustworthiness, so the content marketing that your business produces must offer top-quality advice. For example, suppose you describe how to change the oil on a particular Mercedes model. In that case, you should work with a mechanic to write the article, as Google wants to see that you have worked with an expert to write an article which is well-written and offers the reader and shopper quality advice.

Come to one of the best agencies.

We have SEO consultants here at this agency who know everything there is to know about white-hat SEO. How can we say that?

Well, because some of our team have over 10 years experience. Therefore, if you run a business in the glorious city of Bristol, talk to one of our sales team today.

 

The Ultimate Link-Building Guide for Beginners

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Backlinks are often described as “the currency of the Internet.” What unites practically every website on the first page of Google is that they all have a lot of backlinks.

Customers will often not see the backlinks other than the “anchor text” that is clicked on, so links are pretty much invisible, so to speak.

However, they were not invisible to Google algorithms.

Since Google opened its first shop, it has used Google PageRank to determine the quality of a business’s search engine optimisation.

Therefore, for over twenty years, backlinks have been an essential part of Google’s algorithm, which ultimately decides where a website should rank in its search engine results pages (SERPs for short).

 

Link building is, therefore, well a must

If you were to ask various digital marketing agencies what they find the most challenging and time-consuming aspect of SEO, they would often shout back and say, “Link building.” It usually means looking at a competitor’s backlinks, having countless Excel spreadsheets open, and working through potentially tens of thousands of lines of links.

Some of these links will be complete rubbish that must be ignored (and disavowed). On the other hand, there could be links that are diamonds in the rough, so to speak, and accumulating the same links could massively help the business.

In short, good-quality links (hyperlinks) move you up Google’s SERPs, while rubbish, toxic spam links move you down.

 

Table of contents:

  • What exactly is link building?
  • Is link building still part of the organic SEO process?
  • Why bother? What are the benefits of link-building if it takes so much time?
  • White hat vs. black hat link-building
  • What precisely differentiates a backlink in quality?

 

What exactly is link building?

Create a picture of a Google logo stuck to the back of a giant spider, and the spider is sitting on a vast spider’s web.

The Internet is a web of hyperlinks that connect everything. It is like a giant spider’s web.
For the spiders to crawl through that web (Googlebot), they need something to interconnect the different websites. So, links, aka hyperlinks, are used.

This is where you click a link, and like magic, without knowing the website’s URL, you are magically transported to another company’s website. It’s genius; it helps save time and helps the customer.

For example, you could have bought a garden room. Then, a page asks if you want to obtain an installation cost. You think, well, yes, please, and then, like magic, you are taken to a company’s website, which is a separate website that builds and puts together the garden room.

Backlinks interconnect different websites on the Internet.

Google algorithms use hyperlinks to decipher how vital a business is.

Generally speaking, the more quality links you have, the more DA and domain authority you have.

It’s the business with strong DA that sits at the top of Google’s results.

For example, if many links are inbound, incoming to a domain name or website, but come from highly relevant and respected businesses, then Google will also deem that website essential. So, for example, let’s say the Independent newspaper, I newspaper, and the Guardian all link to you. This will improve your company’s organic search engine optimisation.

So, let’s give you an example: Let’s say you run a local business and have won various awards, qualifications, and mentions from well-known news outlets such as the BBC.

Usually, this website is at the top of Google.

 

Currency of the Internet

So, a few terms repeatedly crop up as you read various SEO blog posts.

The first is that “content is king,” and the other is that “backlinks are the currency of the Internet.”

It would be too simplistic to say that SEO is all about backlinks and content marketing, but they are a massive part of the process.

It’s a bit like saying that a racing car is just a gearbox and a motor, yet there will always be other crucial aspects of the vehicle that make it work.

The same goes for SEO. Links are crucial, and good-quality content is vital, but hundreds of other moving components called “Google ranking factors” decipher whether a website’s SEO is quality.

 

Is link building still important?

Create a picture of “Pinocchio” with his nose extending as he sits in a marketing agency’s offices.

So when you hear some agencies refer to “link building as dead” or that it’s a finished process, well, they are not telling the truth.

We call those people who say link-building is dead “Pinocchio” because link-building is not dead.

Huge multinational plc companies have dedicated teams of link builders.

The reason is simple: to be on Google’s first page, you need a lot of links.

You need quality links, as they are the fuel that turbocharges your website up Google ranks.

 

 

Google’s PageRank Algorithm

Google’s PageRank Algorithm is where Alphabet or Google’s algorithm first started.

It is, therefore, the seed that turned into the mighty oak trees, so to speak.

However, by looking back at this rather simplistic formula and algorithm (Google PageRank), we understand how the algorithm evolved into what it is today.

Google’s algorithm is not simplistic today; in 2025- it’s complex.

Today’s combination of artificial intelligence and machine learning combines hundreds of different ranking factors into a massive algorithm that thousands of Google engineers have developed over the decades.

It’s now fine-tuned to reward high-quality websites and eliminate spam rubbish SEO from its index.

Trying to fool the system

You will always get people to try to cut corners.

You know those annoying people when you’re stuck in traffic, and they think it is clever enough to overtake the series of queuing cars stuck in traffic!

The thing is, shortcuts don’t work when it comes to SEO.

We mention this simply because you still see people on social media platforms trying to sell backlinks in massive quantities for a low fee.

This is a surefire way of causing your website to crash and burn (receive a Google Penalty) and causing your SEO to fail.

It ruins the SEO and can cause lasting damage (Google Penguin Link Penalty).

 

Page quality

Page quality and the quality of the business’s links (hyperlinks) are now of enormous importance.

The websites that rank right at the top of Google are in the first position in highly competitive business sectors so that you can bet your bottom dollar; they have good backlinks linking to them.

Sometimes, hundreds of hours are spent building links.
Websites with hundreds, if not thousands, of backlinks and quality links often rank higher on Google.

 

How do you view competitors’ backlinks?

Agencies nationwide spend hundreds of hours doing this, such as entering their direct competitors’ URLs into a backlink-checking tool.

Moz Pro is a good tool, and we think it’s worth subscribing to.

Then, you place it in the URL of the direct competitor into Moz and view their backlinks; it often takes an expert to decipher what quality and low-quality links are. You most definitely don’t want to start building spam and toxic links. This will damage your SEO.

 

White hat vs. black hat link-building

Should we build our backlinks in a white or black hat way?

In our view, black hat SEO is finished; don’t use it because it can cause lasting damage to your business’s SEO, i.e. a Google Manual Action or a Google Algorithmic penalty.

Quality is now the game’s name and has been for some time.

So, put your time and energy into building and completing quality work. Otherwise, you could incur a massive fact penalty, which could mean that your business gets deindexed (Google Penalty, i.e. Google Penguin, a link penalty).

 

Typical black hat tactics to avoid:

What links-building tactics should be avoided like the plague?

Create a picture, write “link building” with a massive red circle, cross all the words link building, and design it like a logo, like a no-entry sign.

Avoid buying backlinks, building spam backlinks, and entering manipulative backlink-building processes like the plague.

In a nutshell, and explaining as simply as possible, don’t build a backlink unless it helps real shoppers.

So, for example, if you sell trainers, write a helpful and informative guide on another website, perhaps listing the best trainers to buy in 2025, and then link back to your e-commerce website. This could work.

That’s if the website is linking to use quality.

On the other hand, if you start talking to consultants about buying links in mass, then we would avoid this. You don’t need to build links in mass; you just need a lot of quality links, which often can’t be built quickly or in mass.

Don’t buy links on mass; as a matter of fact, don’t buy links at all.

 

What’s the best way to obtain backlinks?

The best way to obtain backlinks for your business is simple: it is to earn them.

This often means a lot of hard work, writing helpful and informative content, and frequently, long-form content marketing that is more than 2000 words.

You might be scratching your head, thinking why we dedicate so much time and resources to giving away free advice to customers.

Yet your global brands and leading companies hire SEO agencies to do just that.

These companies know they must offer quality advice through helpful guides, blog posts, and well-designed product pages. Then, dwell times often increase, and other websites start linking to quality content.

It’s a bit like pumping out aromatic smells from a restaurant; you start to entice hungry diners.
The same is true with content marketing. If you produce enough quality work, you will naturally obtain backlinks.

 

What does a quality link look like?

How would your agency describe the quality link?

Quality links come from websites that are related to your business sector.

If you retail running trainers, you will want a backlink from a website related to sports, ideally running a website.
Quality link juice from a website, a brand or a company you instantly recognise as a reliable source of information.

 

How do I go about building links?

 

 

First, you need a reason for the businesses to link to you.

Remember earlier when we talked about restaurants pumping out aromatic smells of food to make you feel hungry and to attract hungry diners?

While this is the same with a business’s content marketing, content is king. Therefore, you will get links from various companies, bloggers, and news websites if you offer reliable, high-quality information.

Don’t get us wrong—this does take time, so, at the start, you may think it’s a slow process.

However, you do want to accumulate links slowly because of link velocity. Accumulating quality links over a long period will start to improve your business’s SEO.

 

 

Backlink research

We think the best way to obtain new, high-quality links is for the high-level link-building expert, who should have a range of backlink-checking tools at their disposal. For example, depending on the SEO agency, they may use Ahrefs, Majestic, or Moz Pro; all are really good.

Yet, at this marketing company, we have to say we think Moz Pro is one of the best backlink-checking tools available.
Therefore, our agency recommends Moz.

 

Competitor link research

To conduct competitor backlink research, you enter the URL into a backlink-checking tool, such as Moz Pro.

 

Is building links difficult?

We would say it’s one of the most challenging tasks in the SEO profession.

You have to look at your competitor’s backlinks, which might sometimes have well over 50,000 links.
Some of these links might not be of good quality and soon need to be disavowed.

So, the SEO company will need to look through the backlink profile and find good-quality links that will boost your business’s organic SEO and move it up the ranks.

 

Come to the best and forget the rest

We can help your business get to the first page of Google.co.uk. 

However, while some companies might claim to have an ultra-fast process, we always take a different approach. We prefer to be honest and transparent with you and say that improving a company’s SEO is anything but fast.

The process needs to be slow, and the reason for that is that work needs to be high-quality drip-fed over a long timeframe.

Remember earlier when we mentioned link velocity?
Well, for example, high-quality links should be built over a long timeframe; if you start building a massive number of links in a short timeframe, it may look like you bought those links.

Therefore, links need to be built correctly over an extended timeframe, so improving the business’s SEO requires chipping away at its SEO.

 

Come to the best and forget the rest.

We are an established SEO agency, and thousands of businesses know us in the incredible cities of Bath and also in Bristol.

We are the company to call if you want quality SEO offered at a reasonable price.