Search Engine Optimisation

Before we get started let us make one thing completely crystal clear, nobody, and we mean absolutely nobody, can guarantee you a top listing or even a high-performance ranking on Google, Bing or any other search engine unless they happen to own Google or Bing. If they could they would be billionaires many times over already and not sending out emails looking for SEO work. It's nothing more than a myth, a deception, a magic sideshow or whatever you want to call it.

Zero42 are a little different to most, WE DO NOT CHARGE for SEO work, because WE DO NOT OFFER SEO as a standalone service only as a fully managed addition to our latest progressive web applications, why? Because this approach always works well for our clients and will work well for you, and because we get positive results you can measure or your money back.

Leave SEO behind and prepare to have a radical shift in your approach to gaining more customers! Why? Because here comes a NO-COST method that will turn your current views upside down.

Just follow these simple steps to see for yourself how your website seo compares to those of your nearest competitors.

It will be the best 5 minutes you spend this year.  

Test it for yourself right now!

This works best if you use your desktop or laptop computer rather than a mobile device because you are going to need something with a reasonably sized screen.

Step One

Open a new tab in your web browser (Microsoft Edge or Google Chrome) and enter your own website.
Once the page opens, hold down CTRL and press the letter U key on your keyboard [CTRL + U]. This reveals the programming source code used to generate your website.

Step Two

Open another new tab, and visit your nearest competitor's website, the one that ranks higher than you, the one you want to beat in the race for new customers.
Now press the [CTRL + U] keys again to open their programming source code..

Step Three

Ignore the fact that you may not understand the actual code, and look at the first few lines, here you will see the start of the page header which is depicted using <head> a little further down the page there will be another to show where the code ends, this time it looks like </head>You are only interested in the information between these two bit of code, as this carries the set of instructions that Google, Bing and other search engines use to learn about your website.

You are only interested in the information between these two bits of code, as this carries the set of instructions that Google, Bing and other search engines use to learn about your website.

Some people find the next bit easier if they can compare the two pages side by side, but you can COPY and PASTE these rows of information into a word document and print them out if you prefer.

Step Four

Here is a section of code taken from the header of a made-up website. It has some really interesting information, and when you know what you are looking for, you will be surprised by how revealing the header elements of a webpage can be.

If you have your two web headers side by side, you will easily see the similarities between the two but please bare with us whilst we just go over some basics, we will get to the good stuff in a minute. First, notice how this header tells us it has been optimised using Yoast Plugin, and that the site is a WordPress site. WordPress is a free and open-source content management system (CMS) that was first released on May 27, 2003. As of today, February 20, 2023, WordPress is almost 20 years old. 

<head>  THIS IS THE START  ;
    <meta charset="UTF-8" />
    <meta name='robots' content='index, follow, max-image-preview:large, max-snippet:-1, max-video-preview:-1' /> 
    <!-- This site is optimised with the Yoast SEO plugin v19.9 - https://yoast.com/wordpress/plugins/seo/ -->
    <title>Fred Blogs widget company | Widget Company in Bournemouth | Experts in Widgets | Blogs & Co</title>
    <meta name="description"
        content="We make the best widgets in Bournemouth, we ship our widgets all over the south coast. Best widgets guaranteed. " />
    <script type="application/ld+json" class="yoast-schema-graph">"name":"Widgets Bournemouth </script>
    <!-- / Yoast SEO plugin. -->
    <link rel="alternate" type="application/json" href="https://fb-widgets.co.uk/wp-json/wp/v2/pages/234" />
    <meta name="generator" content="Powered by WPBakery Page Builder - drag and drop page builder for WordPress." />
</head>  THIS IS THE END  

Then comes some information about you, your company and what you do.

The TITLE tells the internet what the title of the page is, and the CONTENT is a short summary of the contents of the web page.

So Blogs and Co are a Widget Company based in Bournemouth, and if we compare that to one of their competitors that also sells widgets in Bournemouth then only the company name differs. But the page CONTENT is more important, and if both companies offer the same product in the same area, then similarities here are inevitable.

The person with the BEST page CONTENT will always score slightly higher than one with poor content. But that’s not all, we already spotted that the page was created using WordPress and optimised with the Yoast plugin, but what does that mean?

Yoast is a really popular plugin for WordPress that helps with search engine optimisation (SEO). It provides a suite of tools and features to help website owners optimise their content for search engines, including:

  • Content analysis: Yoast analyses the content of a page or post and provides feedback on how well it's optimised for specific keywords and phrases.
  • Readability analysis: Yoast also evaluates the readability of a page or post and provides feedback on how to improve it for a better user experience.
  • Title and meta description optimisation: Yoast allows users to customise the title and meta description of each page or post to make it more appealing and relevant to search engine users.
  • XML sitemaps: Yoast generates XML sitemaps for websites, which help search engines crawl and index all of the content on the site.
  • Canonical URLs: Yoast helps to prevent duplicate content issues by adding canonical URLs to each page or post.

Overall, Yoast is a useful tool for WordPress users who want to improve the search engine optimisation of their sites. It can help to increase the visibility of their content in search engine results pages, which can lead to more traffic and engagement with their site.

[DISCLAIMER] We do not claim that all SEO companies are the same, far from it there are some great SEO agencies out there who work extremely diligently and always have their customer's interests at heart. Both Yoast and WordPress are wonderful products, with an almost fanatical fan base and some amazing success stories, we have used both in the past ourselves and would recommend each of them to anyone who wants to manage their own content or run their own SEO campaign.

Just ask yourself these simple questions

  • 01. Your current SEO agency

    If the same agency runs SEO campaigns for multiple businesses with the same target audience, concerns can arise about impartiality.

    For example, if two different businesses in the same industry with the same target audience hire the same SEO agency, the agency may be tempted to use the same keywords, strategies, or even content for both businesses.

  • 02. Your WEBSITE platform

    Using the same website template to create two websites can result in different-looking websites because the designer can add unique colors, text, and images.

    However, search engines view the two websites as very similar because they are based on the same template.

    If your business is using the exact same methods as your commercial rivals to generate web content how can you win the competition for more customers, when all you are really doing is copying them copying you.?

  • 03. Plugins & SEO software

    Imagine the SEO plugin as a big set of instructions that tells your website what to do, these instructions are like a recipe for a cake.

    If you follow the recipe step by step, you will get the same cake every time. In the same way, when you use a SEO plugin program, you are following a set of instructions that tell the computer what to do.

    No matter who is using the program, the instructions are the same, and the software will always do the same thing. So, even if two SEO agencies are using the same program for their clients, the program will follow the same set of rules for both of them.

    It's like two people making the same cake using the same recipe – they will get the same cake because they are following the same set of instructions.

  • 04. Why are you reading this?

    If the SEO company you're working with now has skilled web designers, writers, social media experts, and marketing gurus, then why aren't you ranking higher on Google, Bing, and other search engines?

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Image Description

  • What is Search Engine Optimisation?

    SEO, or search engine optimisation, is the process of improving a website's visibility and ranking on search engine results pages (SERPs). As the internet continues to evolve, it has become increasingly essential for businesses to have an online presence, and SEO has become a burgeoning industry that promises to help businesses achieve the holy grail of a listing on page one of Google.

  • Built on false promises?

    Despite the promises made by many so-called "experts," SEO can be an absolute minefield. Many factors go into SEO, from on-page elements like keywords and content to off-page factors like link building and social media engagement. While there are plenty of free resources out there to help businesses learn the basics of SEO, it can be challenging to figure out all the different factors and how they work together.

  • Google and Page One Rankings?

    One of the biggest myths surrounding SEO is the promise to get businesses listed on page one of Google. There is no guarantee that any given SEO tactic will work for every business because every website is different. What works for one site might not work for another, and what works today might not work tomorrow.

    The competition for top spots in search engine results is fierce, and even small changes can mean the difference between being on page one or being buried on page 100.

  • Keeping up with trends is critical?

    So why is SEO so difficult, and why do we claim it's now all fairly irrelevant?

    Because the internet is always changing, and there is no surefire way to guarantee success but if your business keeps up with the latest changes and trends and use best practices, you can give themselves the best chance of ranking well in search engines.

    Of course, there is always another way.

  • Just ask Google

    Google themselves publish hundreds of high quality research papers each year on a variety of subjects, including technology drifts, artificial intelligence (AI) search algorithms, even publishing details of how online cost-per-click often favoured by SEO firms is no match for the algorithms used in auto-bidding to optimise return on spend with near-perfect optimal regret.

    Read that last bit again. Near-perfect optimal regret.

    Okay, imagine you have to make decisions but you don't have all the information you need.

    You have to make the best decision you can with the information you have. Sometimes, you might not make the best decision and wish you had made a different choice. Regret is how much you wish you had made a different choice after you see the results of your decision.

    Near Perfect Optimal Regret means that even though you don't have all the information you need to make the best decision, you make decisions that are almost as good as if you had all the information. It's like playing a game where you can't see everything, but you make really good guesses and almost always win.

    To do that, you need to be really good at understanding the game and making good choices based on what you do know.

    Google tells you what you need to be doing to win the game, and yet many continue to throw large sums of money into SEO projects that may have worked 20 years ago, and would have still worked to a certain extent until the development of the smartphone [circa 2007] when the entire playbook was re-written, but now we are all using the 7th generation of that technology those old SEO rules no longer apply.

    Read more @ Google Research

  • Summary

    We encourage you to visit the Google Research pages and look carefully at how your current SEO agency is more than likely just holding you back along with everyone else and ultimately how much you think that position is worth to you.

    We would like to show you how paying large sums for SEO is pointless if you are only repeating what you are doing over and over for very little gain and how trying to compete on a perfectly level playing field is futile.

    Let us demonstrate how we can easily tip the balance in your favour for a fraction of what you spend at the moment. We do not provide SEO, but we get results or you don't pay a penny.