SEO or search engine optimisation is the ongoing process of improving a site’s organic traffic, by increasing its visibility to search engines such as Google and Bing. SEO is more than just keywords. If you’ve been in touch with anyone else about SEO it’s likely keywords were the hot topic of the convo. It’s not that keywords aren’t important, they should always form part of any SEO strategy, but choosing a set of keywords and blindly writing content around them is unlikely to yield you many results, especially in a competitive industry.

We provide a holistic approach to SEO which utilises the 3 pillars of SEO; On page SEO, Off Page SEO & Technical SEO. We will also discuss the importance of Local SEO. Our clients benefit from our in-depth knowledge of all three areas, because the ultimate focus is always on one important ethos…

SEO Strategy

Before you look at improving your search visibility, it doesn’t hurt to have a solid SEO Strategy beforehand.

By plan we mean:

Once you have a solid plan in place, you can then start to map out your content plan into relevant topics (Content Silos) and begin building the pages.

On Page SEO

Once you have a plan in place, it’s time to start building out the pages on your site. Content should be structured in such a way that it provides answers to the users search query. However, for content to rank well it requires far more than just words on a page.

Technical SEO Writing

Search engines use Natural Language Processors (NLPs) to understand the context of any given page. Without getting too ‘technical’, search engines will look at the words and sentences of a page to identify its core topics.

Lloyds SEO provides advanced technical SEO writing services, designed to help content writers produce copy that ticks all of the right boxes.

Content Auditing

Perhaps your having issues with existing content and you need an SEO professional to provide detailed action points on how to fix issues including:

  • Duplicate content
  • Multiple pages ranking for the same term (cannibalisation)
  • Pages not ranking well or ranking for the wrong terms
  • Content with low engagement metrics

Page Plans

Once I understand the words and phrases that formulate a given topic of a page, I then construct the page plan around those core topics. 

These page plans provide all of the necessary headers, keywords, topics etc.. for a content writer to fill in the gaps. The page plans will also include internal links and metadata (page titles and meta descriptions) to further help users and search engines.

Meta Data and Internal links

Optimising page titles and meta descriptions will have a positive impact on rankings, but they also have a huge impact on click through rates as well.

Optimising meta data can be done at scale using Google Tag Manager or via many CMS platforms such as Magento or WordPress.

Internal links should always be considered when producing page plans, because they help to form a user sales funnel and assist search engines in understanding the relationship between pages.

Page design

Page designs are becoming more and more important. Care and attention should be considered for mobile users, and content needs to be structured in such a way that a mobile user is able to navigate the page without scrolling through blocks and blocks of content.

From 2021, Google will be rolling out updates around page experience on mobile devices, and will cover areas such as page speed and mobile experience.

Therefore, page designs should consider navigation, images, call to actions and page load times.

We provide a number of page design solutions, covering individual pages through to entire websites. From wireframing through to deployment, each stage of the design phase considers the target audience and their journey through the marketing funnel.

Off Page SEO

Off Page SEO is more than just linkbuilding, there are far more ways to improve your brands visibility (while building your link profile).

Here are just a few examples from previous work:


Linkbuilding is a tactical game. You find various services on the web that promise “high domain links”, many of which are likely spam or ignored altogether by Google and other search engines.

The truth is, 9/10 will never respond to a bulk email campaign, and those that do will be more than likely “auto responses”.

To succeed you have to have something of value to offer. Crafting the perfect outreach campaign takes many hours of research, planning and implementing.

I can help you to produce campaigns that work for your target demographic, by utilising a holistic approach and building relationships with other webmasters long term.

I can even help you steal some of your competitor links too!

Negative SEO

You may have come across some strange links pointing to your site? Perhaps you’ve had an influx of links in a short period of time and need a professional to analyse them.

It’s even possible that competitors are targeting your brand with suspicious links, or generating fake PR in an attempt to hurt your business. I can put a stop to that.

If you’ve recently been hit with a penalty or you’ve noticed a drop in rankings or traffic, please reach out for a free consultation

Technical SEO

Technical SEO is concerned with site speed, structure and crawlability (the bits search engines do). The importance of site speed and user experience for mobile will increase in 2021, as Google continues to tweak its algorithm.

There are many components to technical SEO, here is a breakdown of the different areas we provide expertise on.

Site Speed

Site speed has many components, as a general rule of thumb, use a number of speed tools such as Lighthouse and GTmetrix to identify site structurally issues, caching issues, broken files and much more. Site speed is vital to user experience, but a slow site can also impact your sites ability to rank for a number of reasons. Poor site structure and an over-dependency on third party plugins can in worst case scenarios, prevent search engine bots from crawling and indexing your site.


Schema is structural data that search engines can access to better understand your site and it’s pages. It typically comes in the form of JSON but other micro formats exist. There are different types of schema, for example, there is organisation schema that describes the type of business you are, it’s founders and it’s location. You also have FAQ schema, for your questions and answers, FAQ schema can help your page show up in the questions box on Google.

Site Structure and Architecture

Perhaps the most overlooked aspect of SEO, site structure looks like group your pages into topics also known as ‘silos’. A good site structure ideally groups themes into similar subjects, this helps search engines to better understand your site and it’s relationship with other pages. When done correctly, it should also provide a natural breadcrumb and internal linking hierarchy.

Server Issues and Log File Analysis

It is possible that a server misconfiguration can prevent your site from being crawled and indexed by search engines. A misconfigured htaccess file, DNS issues and faulty caching are just some of the issues we’ve encountered over the years. A Log file analysis may be of huge value to your business, as it gives you an understanding of how often search engines are accessing your pages.

Penalties and Disavow

If your site has been hit with a penalty for unnatural links or doorway pages, you’re likely already away of how frustrating the process can be. If you’re site hasn’t been penalised, but you’ve noticed a huge influx or suspicious links, your safest bet is to tell Google and Bing that you want these links ‘ignored’. Although Google has become much better at recognising these suspicious links, there have been many cases where site traffic has declined as a result of these links.
If you’re a local business, you may have seen businesses show up in the ‘local pack’ on Google. Potential customers or clients are far more likely to engage with your brand and convert if they discovered you nearby. If your business is competitive or located in a population dense location (London), ranking locally will be more challenging and may take longer to achieve results. By implementing the above, along with strong reviews and business citations, I have seen many competitive businesses drive bigger revenue from local SEO.

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