"Rankings continue to matter more and more for SEO." What is the importance of Rankings in 2015 as far as you're concerned?
I certainly think rankings are an important part of the reporting mix now. Along with using visits and engagement to measure the effectiveness of content, rankings play a big role in understanding a brands 'share of voice' in their industry. This is particularly useful when used in combination with targeted groups of keywords. It's quite Ironic when you think about it, as a few years ago many in the industry were declaring the death of rankings. This was of course prior to the sudden growth of not provided.
What are your favorite strategies to get your site or content ranked in the Google SERPs?
We are highly focused on content driven SEO strategies as there are often many quick wins that we can use in terms of content optimisation. Aligning content with search behaviour (keywords) is still an effective strategy for driving organic traffic. However long term it's all about creating the right mix of content engineering and valuable, customer focused content strategies for our clients.
What would you say are the 3 critical elements to be covered in an SEO site audit?
Simply put, it comes down to improving accessibility for search engines, the removal of duplicate content and improving relevancy.
What features do you think are missing in mainstream SEO tools? Are there any processes you'd love to see automated?
Are there any processes you?d love to see automated? I still think there's a massive opportunity for SEO technology providers to combine channel reporting from multiple data sources, especially at an international level. Many of our clients rely on us to create bespoke reporting involving different countries and I've yet to see a platform that delivers a true client friendly view of performance.