SEO (Search Engine Optimisation)

SEO or Search Engine Optimisation is the process that needs to be followed to gain higher results in the search engine results. Optimising website pages for particular keywords or phrases increases the organic traffic (.i.e. a websites presence) a website receives from the search engines, which ultimately leads to increased sales or presence.


Everyone want to be #1 in the rankings for their desired terms. Sadly, there are limited spots! The more competition that exists for certain keywords or phrases, the more effort it will take to achieve a top ranking. What we find is that the fewer words that are typed into the search box, the more competitive it will be to rank for it. One of our primary aims before we spend time trying to build our presence, is listing the keywords and phrases that we want to rank for. We will also want to choose keywords that bring in the kind of traffic we are looking for. A big part of your SEO strategy will be to identify these keywords. Whilst the search engines have moved away, to a degree, from keyword driven searches, keywords are still pivotal to how the search engines operate. It is equally important that an article that houses these keywords is relevant with a good amount of content.


When we know the keywords or phrases we want to target, which should include a good number of long tailed keywords, we will want build authority pages that each target a number of these keywords / phrases. We will then have to optimise these pages to improve our positions in the rankings.


SEO - A Tale of Two Halves

SEO is split into two elements - 'On Page SEO' and 'Off Page SEO'. The naming convention gives a sizeable clue as to what is involved. The On-Page component deals with all the changes we can make on a physical page. For instance, if we had a word document, we could change anything on the document, such as the words, layout or formatting. This is arguably the easier of the two disciplines as it is far quicker to make the changes we want. There is then the Off-Page component which deals with everything that isn't controlled on the page itself. So if our word document was a new press release, the off page component would cover items such as marketing or social media presence. One without the other, and we are very likely to fail. For this reason, it is critical to understand what needs to be done within each of these components.


'On Page' SEO

Ok, so we know that the On-Page element deals with the changes on the physical document / webpage, but what different factors can be changed?


  • The words on the page (content)
  • Meta data that is set on the page
  • The distribution of keywords / phrases within the content
  • The keyword density of each keyword / phrase 
  • The distribution of links throughout the content (including which sites we link to)
  • The link density for each keyword throughout the document
  • The prominence of each keywords / phrases (how close to the top)
  • Emphasis on keywords (bolding / size of text / italics / underlining)
  • Use of Header tags to emphasize importance (H1, H2, H3 etc)
  • Use of Site Maps / Robots files
  • Use of images with Alt tags (with distribution of keywords)
  • The layout of the page
  • The navigation or architecture / internal link structure
  • User experience and Usability (which drives how long users spend when they visit)


This is not an exhaustive list however are the key factors that pack the proverbial punch. 

'Off Page' SEO

Onto arguably the part of SEO that takes time, patience and requires the most effort. Off-Page SEO covers:


  • Link building - the right way (including internal linking or 'cross-linking')
  • Anchor text variation / surrounding text relevance 
  • Social media footprint (frequency / popularity / hype factor)
  • Personalisation factor (face to the name)
  • Marketing (press releases / articles / videos etc)


One of the biggest factors defining our rankings is link building. We will want to:

1) build a high number of links from different IP's

2) build links from reputable websites that are relevant to ours. Sites that appear in the search engine results towards the top of the search results are usually more relevant to the search being performed

3) build links that are in good positions on the page and surrounded by relevant text (within the main body)

4) build links on pages with a high (natural) PR 

5) vary the anchor text within our links. Do not use the same anchor text across all links. Some links should not have our keywords at all.

6) build links that look natural and do not look like paid links or links built through black hat means

7) build our links at the right page. Not too many all at once - see #6.

Some popular ways to build links include:

» Link exchange – you link to one of my websites and i will link back to one of yours

» Buying one way links which give the appearance of a site linking to you out of merit. Not strictly allowed by some search engines however acquiring long term links in the right places through this method does pay rewards.

» Article syndication & marketing

» Forum Marketing

» Blog posting

» Through social media

» Through directory submissions

» Building great content - this generates free links that are usually highly relevant

There are a few other elements which we always need to consider when building links:

1) Doing our keyword research in advance

2) Building internal, relevant links within our site

3) Avoiding site wide linking

4) Your social profile (how interactive and informative is your content?)

5) Does the quality of our content compliment our link building efforts?


In working out our SEO strategy, we need to remember that these factors work together. Whilst some components carry greater importance than others - they ALL affect our performance in the search engines. The highest ranking sites are those sites that not only have the best content, but implement the best overall SEO strategy. SEO is not a one off activity. 


Lotrax Can Help You Manage the Links You Build

Lotrax can add value to your overall efforts by running daily checks on your links, no matter how many you have. The solution has been designed to save you time. The more links you have, the more time you will save. You will also be able to:


- Store all your linking information for each link you build - have all your built links in the one place

- Monitor these links against to ensure they are not removed

- Know if your anchor text is changed or altered

- Know when the number of outbound links on the page that has your link hits a threshold that you set

- Know when the page with your link is dropped from the Google index

- Know when NOFOLLOW tags are added to your link on the sly!

- Notify yourself by email when there is an issue

- Set email templates (that auto populate linking information) to send an email to partners when an issue is detected


What makes Lotrax unique is the level of targeted monitoring. Lotrax is focussed on the key links that you want to monitor, rather than your whole link profile (part of which is built naturally). How many backlinks you want to monitor is entirely up to you. Once your links are added, you'll have the ability to organise your links and set specific checks to be run daily across each group of links. With our option to define the workflow when an issue is detected, you will be in full control of your prize assets. We also allow the option to notify any of your partners when an issue is detected. Where this option is enabled, you will be able to preset email content to be issued, using in-fills to personalise the content.


If you build links, Lotrax will put time back in your schedule. You will know when there are issues faster than ever before and will be in a position to correct these issues before they impact your SEO efforts.


We are so confident that you'll see the potential, the first 30 days are free. All you need to sign up is a valid email address! If at the end of the 30 day trial period if you are not sold - we just leave it there!!


Click here to register your free account today!



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