On-page optimisation has a considerable effect on creating a successful Search Engine Optimisation (SEO) strategy. Well defined page titles, meta descriptions and content will make your website more favourable by Google’s SEO robots in the short term, but you need to be considering a way of achieving quality links pointing to your site.

Having external links pointing to your website makes you more favourable by Google, almost like a cluster of index fingers voting for your website to be at the summit of the global search engine.

It doesn't just stop there, once you have an abundance of links sitting on external websites that you’ve built special relationships with, you need to focus on regular quality content.

Google wants to know if you’re alive and kicking.

Launching a new site with content doesn’t stop there. It requires regular content to be added in order to “be continuously noticed” by Google and blog articles are the best form of adding quality content.

The great thing with blog articles are the contextual links you can place within in them. Links that point to your other articles, giving the reader a rich directory of information all relevant to the knowledge they want to acquire.

Getting external blogs to link to your blog articles should be a doddle if your articles are enriched with flavour and attitude. Eye-catching banners, fonts and headings all matter. Using a design agency to offer you their copywriting services can work wonders. Often people just get put off when they arrive at an article that lacks font size and excitement. Diddy green fonts with no imagery only increase bounce rates (people running away from your website).

To keep your visitors glued to your site, you need the articles to look good. Fonts, font sizes, the heading and colourful pictures can take them into a new world, making them feel good, giving them a ‘new’ experience in their browser.

Search engines have really enhanced their algorithms, making it more challenging for link building to work, mainly due to spammy links and link farms taking over the internet. Links need to be naturally relevant and valid, so there’s no use in getting a hairdresser to link to your metal press website from their blog page, as the two industries have nothing in common.

It is more beneficial to search for other like minded companies to gain a win-win relationship where both can link to each other.

So, what does Google define a good quality link as ?

Firstly, algorithms will determine whether the content in the article where the link is present is trustworthy and reliable.

Secondly, does the content read as basic short extracts of information that anyone could write? Or is it unique, original, technical information written by someone who is extremely knowledgable in the field of the topic being discussed, without spelling or grammar errors? Moreover, an article that would be worthy of publishing in a journal or magazine?

Thirdly, are there a tangent of topics present on the webpage or website, that seem to talk about everything and anything? In other words, a mixture of several keywords that have no significance with each other? Therefore, representative of a link farm that is only there to grow several links pointing to a number of websites.

It doesn't just stop there, the list goes on.

  1. Does the website look worthy of storing a customer’s credit card details?
  2. Is the website a well-recognised source of information or brand, that currently attracts a high volume of audience?
  3. Is there more than one page on the website or is it a single page website that serves a single purpose, e.g., to farm links?
  4. Is there regular attention given to on-site optimisation and regular editing done to the pages of the site, or is content just quickly produced and published?
  5. Would there be any incentive for a visitor to add the website to their favourites or share on social media?
  6. Are there a large number of spammy adverts dominating the main content of the page?

A website needs to pass a quality criteria check by Google in order to rank well against its competitors. Good quality, relevant and trustworthy material is what Google values more than anything.

Social media plays an important role too. If the web pages on a website, such as blog articles or even product pages are receiving significant user interactivity in the form of sharing on social media then this will send valuable social signals to Google too.