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SEO in Depth: On-Site Developments

SEO in Depth: On-Site Developments

The ultimate purpose of a search engine is to provide answers to people’s queries. So the question you need to ask yourselves is, does your website help answer your target audience’s queries? If not what can be done to address this? How can you develop your website to attract a wider cross-section of your industry?

In the 3rd blog in our creating an effective SEO campaign blog series, we take a look at another fundamental part of carrying out SEO – on site developments.

Competitor Analysis

Understanding your competition is very important no matter your industry, and a competitor analysis will help you achieve this as well as identify SEO targets.

Competitor Analysis

Start by identifying keywords you want your site to rank for. Google those terms and compile a list of websites that will show up within the first page for each term. A number of the same websites will show up for many of the search terms you research and these are the ones you ought to focus on as they represent the online market leaders. SEMrush is a great industry tool to use to identify competitor keywords.

The next step will be to analyze your competitors websites. Using a tool like Searchmetrics to grab general metrics for the websites such as online presence & visibility, desktop & mobile visibility, backlinks, social links, organic competitors, keywords etc. For a more in depth view of your competitor’s backlinks use Majestic SEO. You can download the competitor’s backlink profile and view their citation and trust flow.

All the data you collect will aid in identifying your SEO targets and form a strategy. It will give you an insight into what works or doesn’t work for these top competitors, what key search terms they are targeting plus much more. Use this information to identify shortcomings in their organic campaigns to ultimately beat them in rankings.

New Website Areas

Are there any areas on your website ideal for unique content? Content which you feel may be useful for your target industry. By creating a tool or provided content that is helpful either to your customer base or industry professionals you improve your website’s relevancy.

A great example of this can be found on the Porotherm UK website. Porotherm sell clay block walling amongst other clay formed products. They also provide helpful step by step guides on how to use the clay block walling system along with video guides. They benefit a great deal from these guides as they are a resource site for their customers who buy the product. This will be especially helpful for their customers.


Your website will benefit a great deal if you have guides showing how your products can be used the right way. You can become the go to source for users that may find it difficult using your product and help answer their queries.

Additional Content Areas

Think about what else you could have on your website to make it more interesting and engaging in order to attract visitors. Below are some content examples to have on your site:


Blog/News – Adding a blog or a news section onto your website will help boost search engine optimization as search engines love fresh content. This will give them new content to index. Through blogging you can provide valuable information on your industry. Over time users will view your blog as a source of information, which will build trust and credibility. Blogging will also create an opportunity for your posts to be shared which will aid in marketing.

Clients – A page about the clients you are working with or have worked with in the past can provide visitors to your site with a sense of ease. A client page shows the calibre of organisations your business works with.

Image Gallery – An image gallery can be used to bring your product or service to life. An Image gallery is a great way to introduce your company, its services and its products to your customers.  An image gallery will build trust and credibility.

Videos – Just like an image gallery, videos are a great way to showcase your business, product or services to customers. Currently it is the most powerful and effective marketing tool out there. Videos boost user engagement, which will score huge brownie points with search engines.

Staff Profiles – Have a staff page showing all members of staff of your organisation. You can also have an individual profile page for each of the staff members. A great example can be on the Green Solicitors website.

Infographics – Make use of infographics with industry relevant information and facts. Well designed Infographics naturally draw the eye so there is a possibility of more users clicking on it and sharing it which in turn will drive more users to your site. For example a digital marketing organisation can have an SEO checklist infographic.

FAQs –  An FAQs page will enable you to connect with your website visitors. It provides users with an added level of support. Having a dedicated FAQs page will help in customer service and that will bridge the gap between customers and your product. You will be able to gain an insight into what visitors are looking for and whether your website will be able to provide that.

Testimonials – Will hugely benefit your business as it provides customers with an honest unbiased review of your product or service. Testimonials could be vital for new businesses to attract customers and in their brand promotion. It is a great way to boost sales and credibility.

Industry Tools

Think about tools you can incorporate on your website that can help your industry. You could for example develop a tool that your users can download and use.

Industry Tools

For example, an accounting business could have a tool that users can download that can compile and create reports on their expenses.

Another example could be a digital marketing business could develop a tool that can enable users to create an XML sitemap.

By having tools that will aid your industry, your website will become the go to source thus attracting more relevant traffic.

Semantic Opportunities

Is your content incorporating any semantic SEO?

Review your content, ensuring it is presented in such a way that it’s easy for both users and search engines to follow.

Use companion words within your content to help search engines have an idea of what the subject of the content is. Doing so will enrich your content and make it more readable and not appear spammy as you won’t have to keep repeating the keyword.

Although they are not as important as they were before, ensure you have profitable keywords that will benefit the website. Uber suggest is a great free tool for your semantic keyword suggestions.

When you are linking your content to external websites, it is best practise to link to websites that have the same or more quality than yours to make a big impact on SERPs. You can improve your website’s rank by having high quality sites link to your site.

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