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What is SEO

What is SEO and How Can You Make It Work For Your Business

There are over 200 factors which correlate to page rank.

SEO (Search Engine Optimisation) is about making your website work for you so it achieves your business goals. Optimising a website and investing in a long-term SEO Strategy will help your business to gain competitive edge in the very crowded marketplace of Google Search.

Google is the largest search engine and it works using complex real-time algorithms which crawl millions, if not billions of web pages to retrieve pages which contain the information you requested. This is presented as a list of websites, in lightening-quick time, and provides you with the highest ranking, most relevant results to your initial web search.

Of course, there are many other search engines which work to provide users with relevant web pages to their search query, although it is strongly recommended that you focus on Google initially as it used by more than 85% of web users and will send the most traffic to your site. Other search engines that could be worthy of consideration for UK businesses include YouTube (owned by Google), Vimeo, Bing, AOL, Ask and Yahoo.

So how does it work? How can you make SEO work for your business?

You need to gain higher rank for your web pages to achieve greater prominence in Google Search Results Pages (SERPS), and to gain competitive edge. When creating an entire strategy around SEO, it really pays to be aware of 200+ factors (as mentioned earlier) which correlate to page rank, and some weigh more heavily than others.

If you are targeting a local audience then you will need to focus your efforts on Local SEO and this will include making your website mobile responsive so it adapts to the smaller screen size and provides a good mobile user experience. For firms offering SEO in Toronto, adapting to both the English and French speaking populations by providing bilingual services is a perfect example of this responsivity to local niches.

The Local Search Ranking Factors survey undertaken by David Mihm has been compiled over the last 9 years. Since 2015 and into 2017, there has been an increase Link Signals, Review Signals, Behaviour Signals and Personalisation, whereas Social Signals are in decline, as are Citation Signals. This would indicate that Authority and Relevance are the most important ranking factors for local search. Distance from the user location to your bricks and mortar location will also impact your site’s positioning in the local listings.


The first step to achieving greater prominence and visibility in local search is to optimise your Google My Business listing. You may like to read a previous blog on how to get your business on the map In July, Google added a new tool to the Google My Business platform for posting weekly news and events which would appear under your local listing and posting regularly will help to increase prominence and rank in local search.

Generating more positive reviews on Google will also help increase local search rank, as will adding links to your listing that takes users further into your website.

Understanding what makes Google Search work so effectively

As consumers, we have become more demanding. We generally know what we are looking for, and as such, our search queries have become more specific, and with information-overload being a part of modern life, it is no wonder that we have high expectations for this information to be available to us at the touch of a button, 24/7.

Google has responded to this more refined way of searching with the launch of Rank Brain, a machine-learning artificial intelligence programme that helps process search queries. Rank Brain forms part of Googles overall Hummingbird algorithm and helps to search billions of web pages to find relevance to the initial search query.

Search in 2017 is far more advanced than just 5 years ago. This new algorithm has not only improved the accuracy of voice search, but it will also better understand the ‘context’ of what you are asking for, making the web pages it returns in search pages even more concise and relevant to your request.

For example if you search for ‘local pasta restaurant’ – as long as you have given Google your location, it will understand the meaning of ‘local’ as being close by.

If you ask for a ‘shop that sells spanners’ it will understand that ‘shop’ is a bricks and mortar place, a physical location and will only draw results that combine this with the word ‘spanners’ – so bringing you more precise results.

Prior to Hummingbird being launched, Google just connected the search phrases with the ‘word’ not the ‘context’ of the word. It isn’t a case of ‘out with the old, and in with the new’ – Google has retained a lot of the algorithms that are still effective and this includes giving priority to a site that has been optimised by adding core SEO elements, however, it is important to embrace other off-site elements that make up the SEO Mix as well as it is this combined approach that will help ensure your website works in organic search and drives targeted traffic to your site.

Some of the Key Elements of an SEO Strategy

1. Apply On-Site SEO that complies with Google Best Practice
2. Build a strong link profile with quality, relevant backlinks and links to high ranking domains
3. Develop a strong trust and citation flow which will help increase overall domain trust and authority
4. Generate positive reviews on Google, social channels and across the web
5. Increase social interactions and brand mentions – create better connections with your audience and provide content that is relevant and interesting to increase engagement. This will help to increase your brand authority across the web.
6. Create fresh, relevant content and post onto a website blog. Updating your website content regularly will keep the crawl rates up on your site and this will increase impressions in organic search indexes.

If you haven’t yet considered optimising your website or investing in a long-term SEO Strategy then it is time you did! Your site won’t be able to compete with those who do! Google can help drive targeted traffic to your site, but you need to give Google strong signals that will demonstrate your authority and trust.

Whizz Marketing is an accredited Google Partner Agency and Louise is a Certified Google Adwords Advertising Specialist. For further information on SEO please contact Louise at Whizz Marketing on 01252 622129

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    Whizz Marketing Services,
    31 Elizabeth Drive,Fleet,Hampshire-GU52 6HW,
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    What is SEO? There are over 200 factors which correlate to page rank. SEO (Search Engine Optimisation) is about making your website work for you so it achieves your business goals.
    We have been dealing with Louise at Whizz Marketing Services along with the web designer that she kindly recommended we use, we have had nothing but a great experience with Louise from her copywriting to SEO marketing strategies. We are grateful that Louise has been patient with us, ALWAYS delivered what we have asked of her and very quickly too, I am not always the fastest at getting back as I have to check in with two directors before I can make final decisions but again, very patient. I feel Louise completely understood the image we like to portray and the content that she wrote up for our website reflects this. Very happy, will be using Louise for many years to come and will recommend to anybody looking for similar services. Also, recommend the web designer that is recommended by Louise as they work hand in hand with each other perfectly. Brilliant communication, friendly and reliable and local too, so glad we found Whizz!
    Jones Moves
    Jones Moves
    18:03 15 Jun 23
    Louise used her expert SEO skills on our agency website and has increased the traffic and leads that are coming into the business for keywords that we were nowhere to be seen. I also refer Louise to my clients as finally i’ve found someone who not only talks the talk, but walks it too!Highly recommended!
    Nav Singh
    Nav Singh
    08:41 11 Nov 22
    Louise has a friendly, professional and efficient approach and is easy to work with. I don’t have time to manage the marketing of the business, so it’s great to have an agency I can rely on to do what is needed to keep the brand visibility high in Google and manage the social profiles.  The stronger online brand presence we now have has definitely contributed to the growth and success of my business. I wouldn’t hesitate to recommend Whizz Marketing.
    Chris King
    Chris King
    16:20 03 Aug 20
    Whizz Marketing was recommended to us by our graphic designer back in 2016. Louise very quickly understood what we wanted to achieve with the rebranding and new website, and worked well with the web developer and graphic designer to help produce a site that not only looked great and clearly defined our brand and ethos, but using her SEO knowledge, she made sure the site worked to attract the right audience, increasing our brand visibility in Google and driving targeted traffic.Louise has continued to provide dedicated support over the years as and when we have needed it. She has been very flexible in her approach and is very easy to work with. She has done a fantastic job for us and I would not hesitate in recommending Whizz Marketing.
    Matt Cobden
    Matt Cobden
    09:46 22 Jul 20
    Louise has been great with helping to build my new website. Her knowledge is fantastic. Louise is very quick to respond to your emails and phone calls. Highly recommend :)
    Ryan Kaye
    Ryan Kaye
    12:35 05 Jul 18
    Louise at Whizz Marketing has been a great help to us in the re-design of our website and launch of a new marketing and social media strategy. Louise co-ordinated the website design, build and content on our behalf ensuring everything hit the latest SEO requirements. This provided the launch pad for a new blog and social media strategy, which Louise also managed on our behalf. We’re very happy with the new design and our website performance and traffic KPIs are moving in a very positive direction within a matter of weeks
    Adam Bland
    Adam Bland
    08:02 05 Jul 18
    Whizz Marketing have more than met my expectations. I was struggling to get my website to a consistently prominent position on internet searches. They have put that right. They are not pushey, they are fairly priced, get results, and ideal for small local businesses. I run Yoga Mind and Body which is based in Camberley but I want to get good results in each of the three areas in which I teach: Deepcut, Hook and Hartley Wintney. I am now going to get Whizz to work with me on more generic local marketing in anticipation that it will yield more people coming to my yoga classes.Many thanks Louise and your team.Namaste, JohnstonJohnston Lowry Founder / Teacher / Yoga Mind and Body
    Johnston Lowry
    Johnston Lowry
    08:32 09 Nov 17
    We've been delighted with the service Whizz Marketing provided us at The Homemade Brownie Company. Louise brought great technical expertise to the business and was pro-active with her ideas and suggestions. She was always readily available to support and delivered very impressive results in terms of website performance, website traffic and sales conversions. We would not hesitate to recommend her.
    Adam Bland
    Adam Bland
    12:42 04 Aug 17
    Louise at Whizz Marketing has been a god send! Having someone who is honest, trust worthy, efficient and knowledgeable handling all of our SEO requirements has enabled us to concentrate on other aspects of our business. I would highly recommend Whizz Marketing to anyone who wants to see their business thrive online.
    Emma Henderson
    Emma Henderson
    14:51 23 May 17
    Louise from Whizz Marketing has helped us with our company’s SEO, offering advice which was practical and relevant to the nature and size of our business. Louise’s knowledge of the local market platforms has been a real positive for us. We have certainly been able to reach a wider audience as a direct result.Our website ranking has benefited greatly from her advice. The ongoing support and input from Whizz Marketing is money well spent – a great return on our investment.
    Farnham Golf Club
    Farnham Golf Club
    14:18 04 Sep 15