What is SEO?

What is SEO

SEO or Search Engine Optimisation is the process of making your site and it’s content more visible, relevant and appealing to the algorithms that make up the back-end of all the world’s search engines.

By optimising each aspect of your site to speak to any search engine you will secure better rankings, more organic results and increased traffic to your pages. Although ‘paid ad’ search options are a regular part of many digital campaigns we first make sure that your site is operating at peak performance on its own.

Making sure that your website has useful, well-produced content on its pages is the key to success. Many search engines, not least Google, are increasing the importance they place on evaluating quality, user-friendly content. This means that everything on your site needs to offer value, be perfectly calibrated for the web and there for a reason.

To secure the most organic traffic your website needs to meet the requirements of the biggest, best and most dynamic search engines out there. It needs to be well designed, bespoke to your needs and built without any user restrictions. Above all it needs to have the values and integrity that Google, Yahoo, and Bing among others want to associate themselves with.

Combine all these vital components together and they create the optimum digital cocktail to increase your rankings on the results pages of any search engine. By working with our team and following our expert guidance you can be assured that your website will work smarter, deliver the right customers and avoid any algorithm penalties that could devalue your site and see it slip down the SERPs.

A Comprehensive SEO Audit

The first step is always a full SEO audit so that our team can identify any issues that are having a negative impact on your rise to the top of the SERPs.

Digging deep through all of the elements of your current site and its performance, we can see what the search engines see and clearly pinpoint the areas for improvement.

Search engines work by crawling and indexing each and every image and piece of content on every page of your site, they will also look at the relative value of your material to key search terms and check for broken links and outdated assets.

We will compile a detailed report for you that maps out elements that are working well, any problem areas and the changes we’d advise to optimise your online presence. We use Google’s Webmaster Guidelines as the basis for our recommendations and because we are committed to demystifying our industry, we’ll always talk you through what everything means and the impact any changes will have.

Our team has been working within the evolving world of SEO for a long time and this has allowed us to perfect our strategy, adapt quickly to changes in trends and to work with key brands and businesses on large and complex sites. We know the positive results that even small changes can have on a site’s performance. At Priority Pixels we can optimise site structures from the ground up using analytics to deliver increased visibility and traffic.

Our SEO audits are fully comprehensive and look at all the visible, hidden and technical info on your site. When the audit is complete, the report we provide will include all results and the crawl data in an easy to understand format.

Depending on the scope of your project, the SEO support services provided by our team can help your in-house web staff make any essential changes. Or if a rebuild is required, our designers and developers can start to create your new site from scratch straightaway using all the data gathered.

What does a Priority Pixels SEO audit include?

  • Meta Titles
  • Meta Descriptions
  • URL Structure
  • Index Coverage Status
  • 404 Errors
  • Broken Internal Links
  • Broken External Links
  • HTML Sitemaps
  • XML Sitemaps
  • Schema Markup
  • Structured Data

  • Domain Authority
  • Domain Age
  • Broken Backlinks
  • New Backlinks
  • Lost Backlinks
  • Social Media Analysis
  • Citation Analysis
  • Google Analytics
  • Google Search Console
  • Google Tag Manager
  • Google Algorithm Updates

  • Mobile Optimisation
  • Page Speed & Performance
  • Bounce Rate
  • User Journeys
  • Exit Pages
  • Goals & Conversions
  • Keyword Research
  • Content & Media Serving
  • Duplicate Content
  • Landing Pages
  • Page Level Analysis

You can find more dedicated information on our in-depth SEO audits here.

Find out more

E-A-T and why it's important

One of Google’s most important algorithm updates emphasised Expertise, Authoritativeness, and Trustworthiness (or E-A-T) as 3 of the most important factors for page quality ratings. Below we have broken E-A-T down for you so that you can better understand this approach to analysing the relevance and validity of websites. E-A-T is not relevant for all businesses but understanding it and how it is used to assess sites may help you frame and plan the content on your website.



Whatever business you are in, it is important to demonstrate that you know what you are talking about and be visible as an ‘expert in your field’. While expertise may not be vital for all sites, it is crucial for ones like medical, technical, financial, or legal websites. Having expertise means you have the ability to create valuable and insightful Main Content (MC) for your website that is useful and valuable to your end user.



When you produce and share the expert content on your site you need to show evidence that you are an authority on your subject or discipline. You can do this by demonstrating your own expertise or the expertise of the creator of the main content or developing your site to be a trusted hub of information. Having the necessary credentials or qualifications will help you, but value added elements like reviews and testimonials from clients or customers will enhance people’s perception of you exponentially.



Everything about your website should help your visitors to trust you, your business and your products or services. As before this can be made evident from customer reviews or testimonials, but it should also shine through in the content you use to populate your site. Trust is even more important if you have an e-commerce site and you rely on online payments. An SSL certificate, assuring customers that payments are secure, is one of Google’s top ranking factors so adding one should be your first priority.

Why do you need an SEO Agency?

Research & Discovery

To deliver the perfect web solution that meets your unique business goals, we need to understand everything about your company and all aims and objectives for your website. At the start of each project we embark on an in depth period of research that provides a detailed audit of your current standing, any competitors and your desired audience base.

Expert Technical SEO

Technical SEO deals with how well search engines can index your website pages and is a key part of our build process. When we create a bespoke site we incorporate search engine optimisation into the fabric of the design and utilise the skills and experience of our expert team to ensure that your site always reflects best practice.

Organic Results & Genuine Customers

Fine tuning your site’s SEO means that you will achieve better rankings, more organic search results and will reach genuine customers looking for your products and services. As a full service digital agency we can help you create a marketing strategy that includes paid search options, but we’ll always perfect your essential organic SEO first.

Content Marketing & Third Party Influencers

From devising and creating captivating, shareable content and intelligent digital PR to engaging relevant bloggers and influencers. There are many ways that we can activate strategies that deliver premium SEO performance. As an SEO agency, Priority Pixels have a team of in-house marketing specialists who plan, source and execute great content across all platforms.


What does an SEO agency do?

An SEO agency is a team of highly skilled SEO experts that help other businesses increase their ranking in search engine results pages. They will work with you and advise you on the best ways to increase your ranking and fully optimise your website. The team members that make up an SEO agency will be skilled in different areas of search engine optimisation. This will allow them to create an in-depth and thorough strategy to make sure your website is fully optimised. An SEO agency will take the proper steps to help grow your business and keep you informed of how the changes have improved your site. Aspects of SEO that an SEO agency should do include:

  • A full SEO audit
  • Backlink analysis
  • Content optimisation
  • Technical SEO
  • Adding important structured data
  • Rendering optimisation

An SEO agency will work on all aspects of both on page and off page SEO for your website and help to increase your search engine ranking in an organic way.

What to expect from an SEO agency?

Working with an SEO agency, you will have access to a team of people, each with different skill sets, that will help to fully optimise your website. SEO encompasses different aspects of digital marketing. You may need a copywriter to help improve the content on your site. A web developer will be able to ensure the structure of your website is strong and seamless.

Some key things that you should expect from a legitimate SEO agency is a full SEO audit of your current website. This will help your chosen SEO agency to better understand how well your website is already optimised and highlight different areas that can be improved upon.

An SEO agency should undertake thorough research into not just your site, but your competitors as well. By undertaking competitor analysis, an SEO agency will be able to devise a strong strategy that will help you start to rank higher than your competitors.

What to ask an SEO agency?

Knowing what to ask an SEO agency is an important step in choosing who to work with. Some important questions that you should ask are:

  • How can your SEO services help our business grow?
  • What is your process for undertaking SEO tasks?
  • What tools do you use to perform different SEO activities?
  • Do you have any case studies of how you have helped other companies increase their ranking?
  • Will you provide us with any reports? And if so, how often?
  • What information or access will you need from my business?
  • Will I need to sign a contract?

What does SEO stand for?

SEO stands for Search Engine Optimisation. SEO is an online marketing strategy that aims to improve the visibility of your website in search engine results pages, (SERPs). The higher you can get your website to rank, the more organic traffic will be driven to your website. The more traffic on your site results in more sales and leads for your business.

How much do SEO services cost?

There is no definitive answer to this question. Costs for SEO work vary depending on what SEO work your website needs. Not every website needs the same SEO work, so the price strictly depends on how well optimised your website is currently. A brand-new website will most likely need more SEO work than an older one. Each SEO agency will quote a different price. Whilst some SEO agencies offer set SEO packages with fixed monthly costs, this does not work for everyone. You may not need all the services that you will be paying for. We recommend undertaking an SEO audit of your website before having any SEO work carried out. Not only will this allow you to see all the SEO work that needs undertaking, but it will also allow you to set a budget and define a monthly cost.

What is local SEO?

Local SEO helps to promote your business to customers that are local to where you are based. If you offer a service that is based in a specific geographical area, you need to optimise your business for local searches. In order to appear in local search results, search engines gather information about your business from various locations. Any local content you have created, your social profiles, and citations can all help improve your local SEO.

The easiest way to improve your local SEO is by creating and optimising your Google My Business account. A Google My Business account lets you set your location and, if optimised properly, will help to increase your visibility and engagement levels. By creating a Google My Business account, you can encourage your customers to leave reviews. This helps Google see that you are a legitimate business.

Another way of improving your local SEO is by creating a location page or section on your website. This should include your address, and a google map pinning your location embedded into it. Local SEO also involves making sure that your name, address and phone number is somewhere in the HTML text of your website. This means that when your website is crawled, the Google bots can collect this information for search results. However, you need to make sure that your contact information is the same and consistent across all your platforms.

Does duplicate content affect SEO?

Duplicate content is exactly what it sounds like. It is two or more pieces of content that are either completely identical or very similar. Think of it as plagiarising someone else’s work. Whilst having similar content to other websites in the same industry is unavoidable, you need to make it unique to your business.

There are two types of duplicate content. Internal duplicate content refers to when one domain name has the same content across different internal URLs. External duplicate content is when the search engines find the exact same content on different domains.

Whilst Google has stated that there is no SEO penalty for duplicate content, it does confuse search engines. When confronted with identical content on different domains, search engines are forced to choose which version should rank higher. So even if you are the original creator of the content and you have fully optimised it, you may not rank above the duplicate content. Search engines rarely show the multiple versions of the same content in search results, so if you have duplicate content on your website, or your content has been duplicated elsewhere, it will impact your visibility and your engagement rates.

An SEO agency will be able to find any duplicate content on your site and suggest ways of re-creating it so that it no longer counts as duplicate.

How long for SEO to take effect?

Getting your website to rank at the top of page 1 on Google does not happen overnight. There are many variables that go into effective SEO work. Some are on-going and long-term, such as creating relevant content. Others, whilst they can be completed relatively quickly such as re-sizing images to increase page speed, can still take a while until you see the effects. The short answer to this question is “it depends.” Each website is unique, so the SEO work they all need is unique. It can also depend on how much of a budget you have to complete the SEO work.

Some SEO ranking factors cannot be physically changed, such as domain age and domain authority. Search engines tend to favour websites that have existed for longer than newer websites. This is because they are considered to be more reputable and provide reliable information to search queries.

For brand new websites, it could take up to six months for your website to start ranking and increasing engagements. But that only happens with on-going SEO work from a dedicated SEO agency. You cannot fully optimise your website all in one go and then expect it to rank in a short space of time. Getting your website to rank highly, can take months, even years.

Are backlinks important for SEO?

Backlinks are when someone links to your website via a different webpage or online platform. Backlinks help improve your off-page SEO ranking in three main areas. By being used as a sign of validity to search engines. They allow search engines to discover new content when they revisit and re-scan websites. They increase your referral traffic.

If you can get other websites that rank highly for relevant keywords to link to your website, this is a vote of confidence to search engines that your content is reliable and valuable. Search engine bots re-crawl and scan webpages to make sure that they are presenting the most up to date information to searchers. When scanning web pages that have links to other pages, it helps them find new content that may also be relevant and informative.

Referral traffic means the number of people who enter your website via a backlink on a different website. This helps search engines work out how useful other people have found the information on your website. Backlinks found on pages with high traffic levels are more likely to increase your referral traffic

The more backlinks you have pointing to your website, the higher you will rank in search engine results pages.

Are landing pages good for SEO?

Landing pages are used to target specific keywords or phrases. Creating landing pages that contain content rich with a keyword relating to your business will help to increase your search engine results page ranking. They are designed to take people who click on them directly to a page with the information they are searching for. If your landing pages are fully optimised, and your keywords are mentioned enough, then they are a good way of getting web pages to organically rank higher.

The more landing pages you have that are fully optimised with relevant keywords, the more organic traffic will be driven to your site from search engine results pages. Each landing page should have a different keyword/phrase. This opens your website to more avenues and search terms.

One ranking factor for websites is the number of positive engagements and visitors. If your website starts to get more people visiting because you have created more landing pages, search engines will see your site as containing relevant and knowledgeable information and will rank your website higher.

Case Studies

SEO Case Studies

Strategic SEO for leading South West IT Support Company

A winning combination of initial frustration, entrepreneurial spirit and teamwork has seen Acronyms grow from humble beginnings to a thriving IT support service here in the South West. The company is committed to delivering cost-effective, jargon-free IT solutions to their business clients, boasting a knowledgeable gang of experienced technicians, engineers and specialists with offices in Plymouth, Bristol and Cornwall.

When Acronyms IT Support first approached the team at Priority Pixels, they needed assistance with their search engine optimisation (SEO). Acronyms already had a modern, visually appealing website and a hefty portfolio of clients to boot. However, Acronyms were in dire need of a digital ‘boost’. Their website wasn’t getting high volumes of traffic or generating enough business enquires.

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Organic SEO for leading window and door installers

For more than 19 years, Majestic Designs have been manufacturing their range of bespoke windows and doors in their Somerset-based state-of-the-art factories. A proud fixture within the Cheddar community, the family-run business has grown from humble beginnings to giants of their industry.

Majestic partnered with the team at Priority Pixels in 2019. Working on their SEO during this time their website is now full of keyword-rich content and ranking high on search engines. The site is currently receiving quadruple the organic traffic it was when Majestic first came to us. New visitors are up 110% with an increase in page views of 93%. The bounce rate for the site is also down 12%. But most importantly, Majestic’s conversion rate is up 395%.

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Full 12 month SEO plan for innovative dental practice

As part of the 360 degree strategy for Revitalise we devised an SEO roadmap which clearly sets out the marketing work and goals for the next 12 months. We understand that SEO can feel confusing at times, which is why we always take steps to give our plans as much clarity as possible, with minimal tech speak. The work we do at Priority Pixels includes all on-site SEO as part of the initial web build.

With on-site SEO completed throughout the build, any on-going optimisation plans for our clients predominantly cover off-site SEO, which is based around link building and the creation of new content. The aim of the SEO strategy for Revitalise over the coming months is to enhance the site’s domain authority and increase traffic which will help them to take the lead over their key competitors.

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Improved search engine visibility for London based estate agency

Castles Estate Agents are a successful, privately owned independent estate agent. They have eight offices across North London, East London and Essex.

Even with a strong web presence Castles were were not being found on the the first page of Google for some of their office locations. With strong competition from some big names in the industry such as Foxtons and Winkworths certain offices were struggling to make it anywhere past page three.

Priority Pixels assisted by completing a thorough web site audit which highlighted a number of SEO issues. These issues were systematically dealt with over a period of months and several of the offices now appear towards the top of page one on all the major search engines.

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Proving content is king for leading schizophrenia information website

Living with schizophrenia was launched in 2013 in the UK to provide a platform for those living with schizophrenia in the wider sense: sufferers, carers and relatives. Priority Pixels designed and developed the website you see today and have helped maintain it from day one.

Content is posted to the site on a regular basis as information sheets, usually over 2,000 words in length. This regularly posted content has seen the site’s traffic grow from nothing when the site was launched five years ago, to over 50,000 visits a month. With no additional SEO being completed on the site since 2013, these figures show just how important content is.

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On and Off-site SEO strategies and PPC campaigns for leading assisted bathing specialist

Part of the Gainsborough Healthcare Group, Access Walk-in Baths have been designing and making life enhancing bathing solutions for over 30 years. Pioneering the walk-in bath concept, they’ve gained unmatched expertise and knowledge in their field.

Along with a new website to match their market leading standards, Access Walk-in Baths needed to promote their website with managed SEO and PPC.

As an SEO agency, Priority Pixels were able to provide a detailed road map outlining actionable SEO work for the next 12 months including fixing all onsite issues, ensuring the website runs at optimum performance and a range of content and offsite SEO tasks.

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Strategic SEO for leading South West IT Support Company Organic SEO for leading window and door installers Full 12 month SEO plan for innovative dental practice Improved search engine visibility for London based estate agency Proving content is king for leading schizophrenia information website On and Off-site SEO strategies and PPC campaigns for leading assisted bathing specialist

Some of our clients

National Trust
Force Cancer Charity
Memory Matters
Newton Abbot RFC
The Long Paddle

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