What is SEO?

What is Search Engine Optimisation?

Search Engines like Google receive around 300 million queries each day, people are searching for your products/services every day.  With that being said, it makes sense for you as a business to be found for the services or products you offer, otherwise chances are you are losing customers to your competitors.

The concept of SEO is based around human interaction and search engine visibility. Generally speaking, people want to find the product or service they are searching for within the first page of Google. This gives your website 10 opportunities to be found, anything after the second page is second places and that’s just not good enough.

Organic clicks depreciate rapidly after the first 5 top ‘ranks’ (positions) on Google.

Some of the benefits of SEO for a website:

  • High ROI compared to that of PPC
  • Constant promotion and ranking, a long term solution  
  • Targeted traffic for your product or service   
  • Compete with big companies on a level playing field
  • Higher brand credibility with clients


With this in mind let's consider the following example;

“Web Design Leicester” is searched for approximately 1,300 times per month according to Google’s keyword suggestions tool.

If FDC was ranked at the number one position for this phrase, it could expect approximately 474 clicks (that’s 36.4% of the 1,300 search for a number one position) of organic, targeted daily traffic.


Now let's consider the commercial value of SEO;

If FDC was to use Pay Per Click to rank for the number 1 spot through Google Adwords, at the average CPC (Cost Per Click) of £4.92 it would incur a charge of approximately £2,332 each month for that one phrase.

The model above is a brief example illustrating the cost of PPC vs the power of Organic SEO and the amount of targeted traffic it can push to your website. The benefits of SEO are clear; Organic SEO delivers longer lasting, sustainable results.

Our Search Engine Optimisation techniques are tuned around both "On Page Optimisation" such as body text and tags, as well as "Off Page Optimisation" such as inbound links, anchor text, PageRank and the overall authority of a linking website.

With more than 200 criteria that each website is graded on, Google’s number 1 position is not an easy rank to obtain. However, through optimising both on page code like the title tags, (which are contained within the body of the code and are the largest contributory factors to the "on page" relevance of the page) and off page factors like the quality and authority of inbound links, we deliver results beyond expectations.

At FDC our SEO services are on-going and comprehensive we understand each of our clients are different and unique, we work with you to ensure your needs are met.

Free SEO Audit

With each new enquiry we offer our clients a free SEO audit. Our audit covers all on page and off page factors. We also divulge whom your competitors are, what keywords they rank for, where and what they pay Google to do it and if they use PPC.

Armed with this knowledge you can then make a choice on the direction you want to take your SEO, and we begin the process which will generate you leads and deliver you results.


We check the health of your website, search for any bad URLs (URLS linking to you with a poor quality score), and remove them. We also analyse your current keywords and any opportunities we can identify. With this combined knowledge we set realistic KPIs and goals so we can measure the success of your campaign.

Competitor Analysis

Competitor Analysis is an important factor in any campaign; at FDC we have the tools and knowledge to cross examine your competitors and understand the SEO techniques they employ, along with the keywords they are ranking for and where, their ambitions, what they pay Google, the traffic they achieve from it and what backlinks the already have.

Armed with this information we can boost your SEO campaign and shadow your competitors to reduce your delivery times.

On-page optimisation

Our on page optimisation techniques include industry standard practices, these include:

  • Website design
  • Code structure
  • Keyword densities
  • Meta Titles
  • Meta Description
  • HTML Tags

Further to your on page optimisation we look into your sitemaps, robots.txt files and more.

Copywriting and content

The success of your website can depend greatly on the quality of its content, and rightly so. You can expect a visitor to want to find the right information when they reach your website, and optimally within 1-2 clicks. However, content isn’t just for web users, it's for the search engines too.

At FDC we optimise and create unique contend depending on the subject, and service or product offered on your website. The content we write is designed to captivate your reader and deliver as much original, quality information as possible in one sitting without over compensating.

Our content writing is based around 2 main factors.

  • 1 – Writing style: Technical, Creative or Subjective
  • 2 – Keywords: Phrase and density

Link Building

Link popularity is considered one of the most important search criteria. Google, Yahoo, and Bing want to see high quality websites pointing back to your website through links. These links act as referrals, where your website is being given the thumbs up from another website. More importantly your website will be getting a form of kudos “Link Juice” from higher ranking authorities, which in effect pushes your Page Rank higher.

Some of our link building methods involve;

  • Article Submissions
  • Social Bookmarking
  • Guest Blogging
  • Blog Commenting
  • Press Releases
  • Forum posts
  • Directory listing
  • Reporting

In any SEO campaign, KPI’s and regular reports are essential to understand the changes our actions are causing.

Split testing through analytics and keyword management, measuring visitor behaviour and site performance through traffic reports, navigation patterns, search engine optimisation and ROI statistics are some of the things our monthly reports cover.


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Leicester Office > Wellington House | Leicester Road | Ibstock | Leicestershire | LE67 6HP | T 01164 244 244

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