Your website is built.

Now what?

Search Engine Optimisation (SEO) is the process of making your website more visible to people who are using search engines to look for your product, brand, or services by achieving a higher ranking in search results.

Whilst building a Website with the correct structure and content aids the process of website visibility, it's important to consider search engine performance is an ongoing and important facet of your digital strategy.

An introduction to SEM, SEA & SEO.

SEO is part of the overall area of Search Engine Marketing (SEM), which groups all marketing strategies related to the searching processes. SEM forms part of online or digital marketing which covers both paid and organic search queries and supported digital areas such as Social Media. Any measures that involve paying to place ads in search engines (eg. Google) are grouped together under SEA (Search Engine Advertising). So, the SEM area is made up of both SEA and SEO.

SEA involves paying for your website to be listed in the display area of a search engine when particular search queries or phrases are entered.

Organic and paid listings both appear on the search results page. However, they appear at different and positions on the results page. Paid text ads are also marked as “Ad:” and are listed in more prominent areas of the search page results (eg. Top of page).

Why bother with SEM?

By optimising your website for search engines, not only can you improve its ranking, and thus be found by potential customers more easily, but you can also create a better and faster user experience.

That is the key to SEO: you are optimising for your visitors, not just for search engines.

SEO should never end.

Successful search engine optimisation does not consist of short-term actions to achieve good rankings rapidly. Rather, SEO is a constant process, in which you are continually changing and refining your website content. These changes are important because search engines are regularly upgrading and changing their criteria for high rankings.

Key Criteria

There are two key criteria which help search engines to classify websites:

1. The website’s content

When they are indexing websites, the search engines’ bots scan every one of a site’s URLs and look for the starting points of the topics that are covered. They also browse the HTML code for metadata such as particular tags or markups, so that the search engine bot can determine the relevance of individual pages to particular subjects.

2. Links to the website

While search engine bots are scanning websites for indexing purposes, they also look for links to other websites. The more high-quality inbound links the website has, the greater its link authority. In theory, every inbound link counts as a positive recommendation for a website. However, it is not the quantity of inbound links that plays the biggest role for search engines; it’s quality.

For example, search engines might rate a link from a trusted website as more valuable than a link from a minor, unrelated blog site.

What’s required to achieve a better ranking?

It’s not difficult to ensure that your website will be indexed by a search engine. But it can be tricky to ensure that it is listed in association with specific keywords.

Search engines look at four things when deciding ranking: rank, authority, relevance and technical issues.

Gasoline will perform the following functions:
  • Check regularly on your website’s rank and positions in the SERPs in order to assess whether SEO measures are having an effect, and/or areas of improvement.
  • Monitor the rankings & performance of keywords we define as being important to delivering qualified traffic to your website
  • Identify and review competitors. Monitor their performance and rankings for similar keywords and search phrases.
  • Identify new opportunities for keywords and searches based on information gathered from competitors, paid listings and search trends.

SEO + Social.

Search engines also take into account the traffic generated by links from social networks. It is assumed that these “social signals” influence a website’s ranking at least when search queries relate to something current.

You should not only use social networks to acquire potential new customers, generate leads and build brand awareness, but also keep in mind the SEO benefits of having a brand presence on social networks.

For example, ensure that your content can be easily shared. The easiest way to do this is to place buttons for social networks on your site Gasoline Media will deploy the following solutions to achieve these goals:

  • 1 One strategy that can be deployed is an online “blog”. These posts will be delivered to your customers via your social networks - content for these posts will be relevant to your business and informative to hopefully encourage your followers and subscribers to share your content to their own networks.
  • 2 Publish new posts to Facebook, Twitter and other social media platforms where relevant.
  • 3

    Email distribution of new posts, products and features.

    But we don’t want to spam? Your customers can unsubscribe at any time. It should be noted that research indicates a customer may need exposure to your brand or product up to 5 times before they engage with your business - regular email contact whilst it may appear annoying or often goes un-read is still providing brand awareness and placing “seeds” for future engagement.

  • 4 Assist and encourage staff to register and make comments on online discussion forums or other public pages relevant to the customer base.


Targeted keywords get less traffic than generic short-tail terms, they are generally associated with better qualified traffic. Relevance is the key issue when choosing the right keywords. Keep in mind that the more specific and niche the keywords, the better.

Clearly, the visitor who searches for "buy a door" is already in research mode.

Another factor to note is optimising in terms of the right keywords for location-based searches. Search engine users will usually include their location in the search when looking for providers and contractors in their area.

Click to zoom

Gasoline Media work on the following solutions

Identify some key long tail keywords that they believe will be most used and relevant to their customers.

Volume Keyword Difficulty

Additional keywords and long tails can be developed upon acceptance of the initial plan. Once progress has been made with the “current” list further keywords will be added and expanded. Traffic volume and other metrics will allow Gasoline Media to identify words and phrases worth of the time investment to develop content or structure pages for these terms.


Set up a Blog (News Feed)

As already mentioned, blogging is a powerful way to achieve better rankings for keywords and to educate your audience. We will be aiming to produce at least one simple blog entry per week and up to 30 more targeted posts with specific goals in mind.

These targeted blog posts will become a template for all future content posts and published articles online will cover topics that will be of great interest to your audience and/or potential customers and they will find their way to you via search engines.

Each blog entry is a considered new web page that can be indexed by search engines and searched for by your target audience. Each targeted blog entry will include a call to action and will encourage your readers to share with their own audiences.

Example topics that Gasoline Media believe will be of benefit and encourage sharing are below, further topics will be created in liaison with your business and Gasoline Media Team. Note: Variables [BRACKETED]

  • 1 What are the benefits of [PRODUCT]?
  • 2 How can [PRODUCT] save you money, time and the environment.
  • 3 Take a look at our latest [PRODUCT] with our [TEAM MEMBER] - Video
  • 4 Hear from [CUSTOMER] on how the [PRODUCT] helped them
  • 5 Maintaining the [PRODUCT] - See how easy it is to [DO TASK]

Other Potential Assets

  • Create ebooks / Sales Brochure which can be shared by your customers. “A Visual Guide to Products”
  • Issues renovating that can be thrown in the UTE.
  • Striking infographics for social networks, blog and product pages.
  • Create quality products or informative videos that you share on your blog.

Competition Plan.

Mini Sites

Create additional domains and “mini-sites” to generate incoming links from sites that would be considered “quality” links. Further expansion and updates to these sites. Produce informative, highquality blog entries and share them on social networks.

Blog entries and new posts will aim to take advantage of current events or news to provide more relevant content for your customers, visitors to share. The aim of this is to increase the probability of getting links from media outlets or opinion shapers.

Results Tracking

Tracking your site using our Agency accounts on industry accepted tools and data sets. This will allow us to monitor the impacts of any of the above campaigns. Regular updates and information will be provided to the client via email, in personal meetings and discussion.

Whilst this data is not the be all and end all for website optimisation it does provide us with a lot of relevant information, ideas and suggestions to improve. It also provides similar information on your competitors - including competitors who are currently deploying paid advertising campaigns on search engines allowing Gasoline Media and the client to react to competitor behavior.

Keyword Monitoring

Gasoline Media can generate search result of your competition keyword performance provided by our Digital Agency SEMRUSH Account. This software is a powerful analytics tool that enables Gasoline to monitor and investigate your competitors website and search performance to ensure your search terms and site structure are relevant and continue to match or exceed those of your competition.