I can say with certainty, that:

“If beauty is in the eye of the beholder, content greatness is in the eye of the reader.”

And, if professionally weaved informative and emotive words appeal to the emotion of the humans, carefully sprinkled keywords and semantically-related phrases appeal to the senses of the blind search engine crawlers. While the former is the strength of a plain content writer but a combination of the two is the forte of the SEO writer.

In this article, I am going to give you 3 powerful attributes of a top-notch SEO content writer in the UK.
This account is extensive, so here is a rapid index for you to hop around at your convenience:

• The Need for a Stellar SEO Content Writer UK-Based
• Caliber 1. Deep Immersion with the SEO History
• Caliber 2. Conversant on the Present and Future of SEO
• Caliber 3. Polymathic Tendency

All is set? Let’s jog.

The Need for a Stellar SEO Content Writer UK-Based

But hold back, before I give you the attributes of a good content writer, do you know how important content writing is to SEO?

In my article on the top SEO Company in UK, I have discussed extensively the benefits of SEO on your business as it contributes an additional 40% to your revenues, bottom line that would continue to go down the drain if you decide not to avail the services of the best SEO agencies.

With an excellent SEO writer, your online content is assured of:

• Serving a purpose.

Google rewards web content that serves a purpose and pushes it up the ladder of search results. Proportionately, it can detect trash contents and bury it deep down the search result hierarchy.

Towards this end, you need the help of a competent SEO writer who can write engaging content that is truly appealing to the eyes of the target audiences.

• Strategic keyword to plain word combination.

Keyword stuffing is already a thing of the past, if not a taboo, in SEO nowadays.

In fact, the August 3, 2020 update of the Also Rank For Study conducted by the popular SEO site ahrefs.com reveals that pages having the least number of keywords rank higher.

If you are looking for an SEO writer today, you need to find a guy who is witty enough to pick the right kind and volume of keywords and semantically-related words that search engines would consider as highly relevant to the content.

• Long-Form Content

Back in the good, or bad, old days of the 2000’s first decade a content marketing practitioner just optimize content entirely for keywords, funneled those keywords into short posts to make the content as fast as he or she can.

But it is not the case nowadays. Though some writers vigorously argue that shorter attention span, or the length of time for which a person can concentrate mentally on a particular activity like reading, statistics show that the longer your content is the better. In fact, contents having more than 2,000 words are the occupants of the top-10 in the Google organic results.

You know why?

Love in the making. Search engines love long-form content as it shows insight and authority. Longer questions on the minds of the reader about a topic demand, of course, longer answers.

Brand authority. Longer content enhances brand authority. Naturally, you search on Google to look for advice on an important life-changing question. Would you stay on pages having just a few paragraphs? Of course, you take the wisdom from a long post complete with all the information that you need. As a consequence, a relationship born out of trust shall exist between you and the web content writer and the website as a whole.

Shareability. Longer content articles improve the chance to be shared on social media. Numerous studies reveal that online content having 1,000 words or more got substantial social media shares. You as a reader after being carried away by the flow of information coming from a long article, sometimes without you knowing, hit the share button so your friends and family members can also get the same amount of information that you have just acquired.

Extra conversions. Long-form content is proportionate to higher revenues. Studies on the subject show that the longer the content, the higher the user experience quality is resulting in an enhanced conversion rate. As you continue to read an informative article, coupled with the enhanced website browsing experience, your trust in the site is slowly building up enough for you to decide to buy their product.

More ranking opportunity. Lengthier posts give you, as the writer, the leeway to enhance your website content writing style by putting in the right amount of keywords and semantically-related words which the Googlebot and other spiders love to crawl and send indexing signals on the relevance of your content to the query thereby pushing the web page up the ladder of organic search result.

Likelihood to attract backlinks. Again in the first decade of the 200s, you can launch a backlink campaign through initiatives that were allowed before, but now closely watched and heavily penalized by Google. Gone are the days when link swapping, link buying, link baiting, article directory submission, forum posting, guest posting are prevalent. To date, a backlink is given to you out of trust by a webmaster or owner who happens to read and love your article so much. Such a linking act shall be counted by Google as an endorsement that can help push your site’s ranking to the top.

Having said that, if you are one of the business owners who enjoy reading this post, you need to find an SEO writer who knows by heart his or her ethical obligation to ensure that readers like you would truly enjoy while going over a long-form article.
Have I tickled your mind on the qualities of an excellent UK-based SEO content writer that you need to hire? Hold your breath!

3 Rock-Solid Qualities of an SEO Content Writer UK-Based

Caliber 1. Deep Immersion with the SEO History.

This portion is relatively long and detailed. I advise you to sit back, relax, or have a coffee break.
Ready, let’s dive-in!

George Santayana, the Italian philosopher, essayist, poet, and novelist, in his book The Life of Reason: Five Volumes in One aptly said:

“Those who cannot remember the past, are condemned to repeat it.”

The quote sits well with the kind of SEO writer that you need to hire. For your content to be 100% Google search engine-compliant, your writer needs to have enough body of knowledge about the history of SEO. In so doing, he or she would find ways to continue and enhance good practices and avoid the bad ones.

But between a writer who learned SEO history through research and a man or woman who has had walked through the Search Engine Optimization milestones himself or herself, whom would you prefer?

Candidly, writers belonging to the former category use their brain in creating contents that appeal to your mind. But, content writers who count themselves as among those in the latter classification combine their heart and brain in crafting articles that puncture your emotions through and through.

But, I am sure that a question is popping out of your mind right now: How would I know on what category an aspiring writer belong? Well, the question sounds difficult to answer but in reality it is not. You just need to be keen enough to observe the way how he or she relays the SEO story.

But before going further, let me briefly summarize what Search Engine Optimization is all about. This is a good way to start where I can have a place to anchor my story and where you can stand firmly while hearing to my narratives.

What is Google algorithm?

It is like filing cabinets where files are stored.

Say for example your boss asks you like this: Will you please bring me the files about web development company uk?

Naturally, you being the file keeper approach the filing cabinet. Quickly go over for the best-systematized file available about the subject being asked for, pick it up, and hand it over to your boss.

By analogy, your boss is the searcher while you being the file keeper is Google.

The file cabinet is the Google Index.

Without our knowledge, Google takes pictures on all online content available on the web and store it in the index cabinet. But the capacity of Google is only limited to taking pictures and store it as is. It is the job of the SEO practitioner to systematize the structure of the content before, during, and after publication on the website.

See how significant the role of SEO is in the entire search process?

In effect, an algorithm is a system wherein Google easily picks up the file of websites a few seconds that a query is typed in the search box. Google ranks the website using a combination of algorithms and employing many ranking signals.

Google updates the search engine once in a while through its algorithms resulting in constant changes in the rankings day in and day out.

What is PageRank?

Named after the Google co-founder Larry Page, Page Rank is a toolbar having a scale of 0 to 10. The number in the scale represents the value of a particular web page. Zero means the page has no authority and credibility. Meanwhile, 10 denotes being the most authoritative and trustworthy page on the face of the web. Every page has a page rank while the home page has also its page rank which is dependent on the rank of each inner page.

Web page authority is determined by the websites that endorse a specific content through a backlink. In effect, as your page’s backlink grows, so grows the authority of that page. Meanwhile, the authority of the website as a whole is proportional to the authority of its inner pages plus the number of backlinks to the home page.

On the other hand, the trustworthiness of a single page is determined by the number of keywords within the content that match the search term written by the user on the search box. The more keywords in a page, the more authoritative it is. On the other hand, the trustworthiness of the whole website is commensurate to the number of pages with the right amount of keywords being published regularly on the site. Hence, sites publishing tons of content daily, as against those sites publishing weekly, are considered as the most trustworthy sites.

It is worthy to mention that the value of the Google adsense is dependent on Page Rank. The higher the Page Rank, the higher the revenue of website owners.

Because publishers get 68% for every click on Google adsense with the rest being retained as revenue by Google, you can just imagine how much money goes to the pocket of top rank site owners.

Having said that, I’ll walk you through the most controversial milestones in the history of SEO plus the latest updates and leave you to scan over the other details at the infographic provided below.

• 2010 and Before:

The years before 2010 were considered as the golden era for SEO.

But the lure of money had motivated some tech-savvy SEO practitioners during that period to crack at the Page Ranking code and made some bold moves to manipulate it.

To get past the criteria on site trustworthiness, they:

• Invent the auto- writer capable of finding synonyms for a given word or phrases;
• Literally steal contents from other sites;
• Combine at least 5 copied contents and feed it to the auto-writer and spin it out to create new content;
• Add a combination of simple and long-tail keywords in the newly created content;
• Feed the new contents to the auto-publisher following a publication schedule.

And voila, Google search engines considered the website as trustworthy!

On the other hand, to manipulate the criteria on authority, the witty SEO practitioners invented their own “link web system” in the following manner:

• Create website A with a specific home page target keyword based on the above modus operandi;
• Create website B with related target keyword and set-up anchor text linking to website A;
• Create website C using related target keyword and set-up anchor text linking to website B;
• Use the same website creation procedure until the creation of website Z;
• Website A sets-up anchor text that links to website Z;
• Create another round of websites A to Z using another separate and distinct target keyword with links being swapped between and among web pages coming from different sites of the same link web network;
• Devise the automated backlinking tool and install in every web page;
• Use link signature in forum and blog commenting to receive backlinks.

And hurrah, Google considered the sites as authoritative!

What’s the result? Page Rank for such sites involved in dubious campaigns went higher and the unscrupulous SEO practitioners were literally laughing at the bank.

Wow, money was truly flowing like honey for the dirty operators, right?

But were they sweating out of their ventures? The answer is a big no as they just outsourced the dirty jobs from lowly paid virtual assistants usually coming from third world countries.

But what happened to the ethical SEO practitioners out there?

Well, they vigorously protested the black hat moves at the start. But in a consumerist society where survival of the fittest is the norm, majority of them capitulated in the end and hopped onto the bandwagon!

• 2011:

For the unscrupulous SEO practitioners, there seemed to be no end in sight in milking out of the Google adsense.

But, enter the series of Panda Algorithm Updates deployed by Google that has literally shaken the SEO world. It vigorously tracked and penalized websites with thin and copied contents. Page Rank was then removed from the toolbar.

And the effect? Thousands upon thousands of sites in the entire web were affected by the sweeping Google reforms. Those who were laughing at the bank were rendered penniless overnight.

With the Panda updates wreaking havoc to unscrupulous sites, the sites who refused to ride on the bandwagon like travel blogs, have weathered the storm and reaped the fruits of Google adsence in its pure and ethical form

• 2012:

Adding insult to the injury, Google unleashed another storm called the Penguin Algorithm Updates that hit the Panda algorithm survivors hard. The said algorithm vigorously checked and penalized overly optimized websites like keyword stuffing, link spamming, anchor text over- optimization and other black hat initiatives.

In effect, webmasters of affected sites were in a panic mode as they were sent a customized message from Google console to take down unworthy backlinks in their websites or face serious consequences. Against the backdrop of them previously laughing out loud at the bank in 2010, they were literally begging to the webmasters of the backlink sources to take down the link. But the begging sessions were effective for only a few manually acquired links. But for the resultant links of auto-link building tools, the task was truly insurmountable.

Fortunately, when the deadline almost came to an end, Google released the Link Disavow Tool which is tantamount to a general amnesty program for rebel returnees. In it, webmasters need to input the links that they don’t want to be counted in their favor and say a few words in the endorsement like: “These links are not mine, they were just built by my competitors to hurt my reputation,” etcetera.

• 2013:

Google released a new algorithm dubbed Hummingbird Algorithm applicable to all web stakeholders.

The new algorithm came at a time that a conversation search was launched in the same year, wherein users can just talk to a mobile gadget like a smartphone and table about their query.

Like an army bouncing back from defeat, Google seemed to have acquired tremendous power to comprehend and precisely interpret what you said on voice search and what you typed on the search box. With the hummingbird, the true search intent of the user is given premium.

More importantly, the keyword in the query should match with the content.

• 2015:
Google released the Mobile-Friendly Update that penalized websites that require mobile users to zoom in before access. Subsequently, it released the Mobile-Friendly Testing site so mobile users can test the mobile-friendliness of a site before actually logging in. Mobile version webpages were indexed first by Google over the non-mobile version.

• 2016:

Possum Update was released by Google that affects local searches. Before the update, if your website is out of the city limit, it won’t show up on search results. But with the update, local searches became diversified and your site can still appear in local searches in a particular city even though your location is far away from that city. Your SEO guy just needs to do something about it.

• 2017:

Intrusive Interstitials Update was introduced by Google penalizing sites that introduce pop up ads to mobile devices that users found it difficult to put off.

The https URL is considered by Google as secured sites.

• 2018:

The search giant released the Medic update hitting alternative medicine sites as Google don’t want to see the scenario that users buy their product because their website was considered as trustworthy and authoritative.

• 2019:

BERT (Bi-Directional Encoders Representation from Transformer) Update was released by Google that showcased its natural language processing model. With the update, Google easily knows the context of the search term.

Whew, now that I have walked you through the history of SEO, I suggest that you stand up, stretch out, breath fresh air from outdoor, and resume reading when you feel that you’re ready to deal with the present trend and future scenarios of SEO and how you and your writer can play about with it.

Ready? Let’s jog!

Caliber 2. Conversant on the Present and Future of SEO

Mahatma Gandhi, world renowned Indian lawyer, anti-colonial nationalist, and political ethicist ones said:

“The future depends on what we do in the present.”

While SEO Content writers need to draw lessons from the past, they need to focus on the present by figuring out how to play, in the most ethical way, the current Google algorithm which is the lifeblood of their profession.

And I am referring to the Latent Semantic Indexing (LSI) which, according to my gut-feel, is the backbone of Google’s BERT Update.

According to one of the white papers produced by the College of Computer Science and Engineering of the Michigan State University:

“Latent Semantic Indexing is a technique that projects queries and documents into a space with latent semantic dimensions.”

Simply put, it is a technique that estimates or forecasts queries and documents into an area or expanse in which its hidden, concealed or figurative meaning can be measured.

Sounds too technical, right?

To understand it better, I owe you an explanation on who developed or invented the technique.

According to the website lsi.argreenhouse.com, as quoted by Slideplayer, Latent Semantic Indexing was developed at Bell Communications Research, Inc. (Bellcore), now known as Tecordia, in 1988 and was patented in 1989 by a group of researchers led by Scott Deerwester. The research company was created from Bell Labs which is renamed from the original Volta Laboratory of Alexander Graham Bell.

Now, a quick step back to our elementary science days, who is Bell by the way? He, of course, invented the telephone. I am saying this because the company culture is defined by its owner. Even though the owner is long gone, his principles are being imbibed into the next generation of employees and company stakeholders. With the telephone being one of the products that revolutionized the world and made life easy for the people, no wonder that LSI developed by the descendants of Bell would be here to stay as game-changer in the data industry.

The Idea of Deerwester and his co-researchers is that:

“We would like a representation in which a set of terms, which by itself is incomplete and unreliable evidence of the relevance of a given document, is replaced by some other set of entities which are more reliable indicants. We take advantage of the implicit higher-order (or latent) structure in the association of terms and documents to reveal such relationships.”

The assumption is that co-occurrence says something about semantics: words about the same things are likely to occur in the same contexts.

If we have many words and contexts, small differences in co-occurrence probabilities can be compiled together to give information about semantics.

In the latent semantic space, a query and a document can have high cosine similarity even if they do not share any terms – as long as their terms are semantically similar.

LSI is applied mainly for information retrieval, relevance feedback, information filtering, cross-language retrieval, and matching people with documents. In the latter application, LSI has been used to return the best matching of people rather than documents. In this scenario, people are “represented by the articles they had written”. In one application developed by Furnas et al, known as the Bellcore Advisor, a system was developed to find local experts relevant to users’ queries. A query was matched to the nearest documents and project descriptions and the authors’ organization was returned as the most relevant internal group.

Truly, search engines nowadays are dependent on LSI. The capacity of online content to rank on top of organic search results hinges heavily on the expertise of the SEO content writer. Those who can easily spot words that are semantically-related to the target keyword and witty enough to sprinkle it in strategic areas of the content to attract search engine crawlers shall emerge as the first among equals.

By then, a client-company could have a solid long-term foundation that can withstand and weather any SEO-related catastrophe like Google algorithm updates, whatsoever, in the future.

Caliber 3. Polymathic Tendency

A good SEO content writer need not be a polymath, or a person who excels across a diverse range of areas, but has an inclination to be one.

• Curious and Open to Learning

SEO writers of this caliber simply want to learn about everything that interests them. Even though their expertise is on search engine optimization that primarily involves SEO content research, SEO content writing, and SEO copywriting, they would be more than willing to be assigned unrelated jobs like a press release and product description writing including the effective presentation of product descriptions during press releases.

Likewise, they can write about website-specific issues like measures to push your website content up to the top of the search engine results pages (SERP) without spending a dime on Google ads. Moreover, they can write with ease on the ideal structure of landing pages as well as cookies to improve on a particular landing page.

Further, they can be assigned jobs that require engagement with a content writing agency based in West Yorkshire or any part of the United Kingdom. Furthermore, they would happily blend with a particular content writer or digital content writer or the entire pool of content writers of the said agency.

Finally, they have no qualms if tasked to interview the top management of the London-based Click Intelligence Digital Marketing Agency and get any information that could help enhance the performance of your company.

• Cultivate Multiple Passions and Interests

Do away with content writers who claim to be specialists as they will happily live and breathe their area for years on end. Find someone who has many different areas they are interested in exploring further. Such kind of writer would be happy and passionate if one day, you tell him or her to write anything about jobs like job alert or job alerts, job search, job title, job type, writer jobs, browse jobs, career advice, or any related subject. Afterward, you will find the said person to be ecstatic if assigned a writing job about graphic design and the characteristics of a good graphic designer.

• Don’t Worry About Being Perfect.

Writers belonging to this category don’t need to be the top in their field. They just have to be better than average. They are more than happy to be assigned content writer jobs in collaboration with a freelance writer or freelance copywriter. Further, they would perfectly blend with in-house content writers or with freelance content writers as well as freelance copywriters, web content writers or, any other type of UK content writers for that matter.

• Set Realistic Goals and Follow Through.

Writers of this brand are very hardworking with extraordinary levels of productivity. With the specific target audience in mind, they always find time to craft doable content strategies and employ a specific content strategy for particular written content.

Conclusion:

Studies reveal that 70% of consumers prefer getting to know a company via blog articles rather than ads. Your agency’s survival in the undeniably cut-throat business competition relies heavily on high-quality content of your site that serves a purpose. A great content writer expertly connects to human emotions through the 5 senses. But, a stellar SEO content writer has extrasensory perception to communicate with search engine crawlers on the semantically-related words that they love most. If your company engages a writer of such caliber, you are working with the best SEO content writer UK has ever produced.

Interested to work with such writer? Let’s talk.

In 2019, the average American small business owner spends $497.16 per month on SEO services. Also, small business owners spend considerably more with SEO agencies than freelance SEO providers.

As expected, many argued for or against the above-cited portion of the 2019 SEO Service Report. However, it has strengthened the resolve of relatively small SEO companies in the United Kingdom to not just offer web solutions but be on top of the industry as well.

In this article, I am going to provide you 6 surefire tips in choosing the top SEO agency in the UK.

This write-up expands upon, so here is a speedy index for you to leap around if you wish:

• Solid Grounds for Engaging with the Top SEO Company in UK
• MOV No. 1: Usability
• MOV No. 2: Keywords
• MOV No. 3: Content
• MOV No. 4: Link building
• MOV No. 5: Analytics
• MOV No. 6: Social Media

All is set? Let’s sprint.

Solid Grounds for Engaging with the Top SEO Company in UK

But wait, what’s in it for small, medium, and large business owners to avail the services of a leading SEO firm in the United Kingdom?

The Business Website of the Queensland Government, Australia, posits:

“Reliability should be another key consideration for choosing suppliers. Reliable suppliers deliver the right goods or services on time, as described. Large suppliers are generally reliable because they have enough resources and systems in place to make sure they can still deliver if anything goes wrong”.

Hence, your business is in good hands if you transact with top SEO companies in UK as they:

• Have an online reputation to protect

Knowing that the above-quoted report finds that “74% of business owners consider an SEO provider’s reputation “very” or “extremely” important,” established top SEO agencies know that their online reputation hinges on their high-quality search engine optimization services. Towards this end, they think strategically as they know very well that reputation management strategies need to be installed before a crisis occurs. Moreover, as they are aware that their supply chain can bring their business down, they are more than willing to offer after-sales services. Further, as they know that compliance is not enough, they take full responsibility for the products and services they supplied.

• Help you access new customers

Having been aware that 84% of the respondents of the above-cited study stated that SEO providers should be able to help them “access new customers” and that 61% of business owners cite “increasing brand awareness” as important to them, leading UK SEO companies
help you put your website at the center of your marketing strategy by transforming it into a true lead generation engine that helps you get more traffic from organic searches and eventually grow your customer base and bottom line.

• Make their location known to you

Since 78% of US-based small business owners consider their provider’s location a “very” or “extremely” important consideration, a top-notch SEO company in UK makes its business address known to everybody. This single act by the agency owner or project managers exudes commitment and goodwill on their part, that they truly mean business with you and that they can be trusted to respond to your concerns whenever anything goes wrong with the engagement.

Makes sense?

Well, before we dive into the meat of this article which sounds too technical for the laypersons, I think I owe you an explanation of what Search Engine Optimization is all about.

Simply referred to as SEO for brevity, it is the process of affecting the visibility, or the degree to which something can be seen, of a website or a web page in a web search engine’s unpaid results. It is also known as natural, earned, or organic search results.

Contrary to the ads campaign through pay-per-click, which appears on top of the screen when you search for a keyword, it appears in the middle of the screen.

Generally, the earlier or higher ranked on the search results page, and more repeatedly a site appears in the search results list, the more visitors or traffic it will receive from the search engine’s users. These visitors are your business leads who can be converted into customers.

There are three major search engines on the web comprising Google, Yahoo, and Bing which is formerly known as MSN.

Sounds mind-boggling, right?

Let me say it simply.

The search engine process operates like stops on a city subway. The web page content is the unique stops on the subway, with their unique links. Search engines crawl around the city and find all the stops- or links- that are the best paths available. That linking structure is like a subway track, without it, trains are stuck, unable to move or crawl.

Links bind together all of the web pages to form a subway network and are critical for the flow of information. Using those links, search engines use automated robots, so-called crawlers or spiders, to reach interconnected documents.

Once search engine crawlers or spiders find those pages, they:

• Collect code from the web page content and store parts of the pages on hard drives or index;
• Recall information from billions of pages stored in data centers worldwide, often in a fraction of a second, when users have a query. The information recall process is called relevancy calculation;
• Return relevant results or produce results.

Ultimately, the end goal is to use online content to build search engine page rank for appropriate search terms.

The Impact of SEO on your business

When it comes to business, SEO is critical as we want our information to be found by our target audience and prospective customers. But, local SEO which is also known as local search marketing, is the best way to market your local business online.

Say, for example, a business owner wants to find businesses offering lead generation services in the United Kingdom. He or she types “lead generation uk” for brevity in the Google search engine.

Take a look at the screenshot below:

Going through the red texts that I inserted, the business owner performed the search query on August 31, 2020. SERP data shows that about 987 million results were found for the search term in just 0.39 seconds. Understandably, the Google ads which are most probably created by PPC management companies specializing in search engine marketing like Odyssey New Media, occupy the top spot in the inorganic search results. And, the number 1 web page in the organic search list is the product of SEO being done on that particular page.

But what profits a webpage that lands on the number 1 of the organic search list?

The new Google survey results conducted by moz.com reveal that:

“The vast majority of searchers prefer clicking on organic results to clicking on advertisements. 72 percent of respondents stated that they either click only on organic results, or on organic results the majority of the time”.

According to Franco Valentino, Founder of Narrative SEO:

“Let’s say that you had the good fortune of owning a website that has a keyword listed as the first result on Google. On average, you’re getting 32.5% of all of the traffic for that keyword.

Given that keywords can be considered high-volume and extremely relevant to some users, there may be a little money behind those keywords for you. Even if you don’t have a #1 Google listing, 51 percent of all website traffic comes from organic search, which means it should have a pretty big impact on your bottom line.

As a matter of fact, 40% of revenue is captured by organic traffic.

Think about that for a moment – – 40% of the dollars that hit your bank account should come from some type of organic search result. If not, your website is leaking customers.”

So there you are!

Having been enlightened on the relevance of SEO on your bottom line, are you now ready to dive into the flesh of this article?

6 Verifiable Means to Picking the Top SEO Company in UK

For the sake of clarity, I prefer to use means of verification (MOV) for you to determine if your prospect firm is the top SEO company in the UK.

MOV No. 1: Usability.

While SEO is about enticing visitors to your site in the first place by ensuring that it appears in search queries, usability is about people’s behavior after they landed on your site, with the main goal being to increase the conversion rate as an offshoot of conversion rate optimisation campaigns.

Usability is among the favorites of RankBrain, which is a machine learning-based search engine algorithm considered as the first of 3 factors, along with content and links, that influence Google search ranking but touted to be the most influential among the three.

First and foremost, you need to ask from the SEO manager or project manager of your prospect SEO company on the web design agency or web design company that they engaged in and the web design or web designing tools that they are using. Further, you inquire if they partnered with a web development agency in London inclusive of their network of web developers. Furthermore, determine the number of web designers and developers involved in the design and development of their website or if they have an in-house web developer.

Moreover, determine the app development agencies in London or apps development agencies in the United Kingdom that they networked with. Also, ask for the mobile app development companies in the UK that they were able to partner in the past and the mobile app being produced out of the engagement.

Finally, test the online visibility of the company website. Ask from them on the specific page of their website that lands on the first page, meaning top 10, of the SERP. Inquire on the target keyword that they are using and input it as a search query on Google. If you feel the urge to click on their web page as listed on the SERP, and enjoy reading over its content then they can be trusted to also make your site usable in the real sense of the word.

MOV No. 2: Keywords.

Keywords are topics, terms, or ideas carefully sprinkled on your online content which are relevant to what people are searching for with the end goal of increasing the probability for such content to be found in search results.

Since keywords are the backbone of SEO, you need to know from the SEO agency on the keyword research method that they are applying, the tool that they are using, and the keyword utilization strategy that they are employing during the content development stage.
Further, you inquire from them on the number of times that their agency is nominated to the UK Search Awards and the specific search award that they had received if any.
But the best proof of their ability to find the appropriate keywords, using the Google adwords keyword planner or any other tool for that, is their web page content that lands on the first page of the SERP. Go over it and see how they put keywords in its strategic areas. Any incident of keyword stuffing is a red flag that the agency is employing unscrupulous means to land a top spot on the SERP.

MOV No. 3: Content.

SEO Content, which is the second and most important of the 3 Google ranking factors, refers to any web page content created through careful planning and application of appropriate optimizing techniques with the primary goal of ranking in search engines. Keyword strategy, site structure, and SEO copywriting are the key components of the great content tripod.
Towards this end, you need to talk to the SEO writing specialist of the agency and inquire about his or her content performance average and require evidence thereof. A content performance of lower than 90% is a cause of concern on your part given the very stiff competition in the SERP game nowadays.

MOV No. 4: Link building.

Inbound links, which are also known as backlinks or external links and dubbed as the third of the 3 Google ranking factors, are HTML hyperlinks that point one webpage into another be it from within the same website or from and to another site. Simply put, links in websites are equal to referral for humans. The more links from authority sites, the greater the authority of the receiving website.
You need to ask from the project manager of the SEO company on the specific website URL that a particular web page needs to link to. If he or she cannot answer point-blank, you need to be alarmed as they might be engaging in trial and error in their link building strategy.

MOV No. 5: Analytics.

SEO analytics is the process of collecting inside data relative to acquiring engaged organic traffic and utilize it to enhance SEO strategies resulting in increased organic leads.
Relative thereto, you need to ask your prospect SEO agency on how they tracked and analyzed data on lead conversion rates and other metrics. Also, ask them whether it is part of their SEO strategy to come up with a strategic plan based on the data analysis results.
Any semblance of uncertainty on that aspect is a cause of your alarm. Chances are high that the data analysis results of your website would just remain as cold statistics without any tangible result coming out of it. Moreover, their credibility to conduct SEO audits using various SEO audit parameters as a basis in offering SEO packages and other SEO management services would be put into serious question.

MOV No. 6: Social Media.

Social Media campaign is an outcome of the strategic planning process which forms part of the SEO analytics component.

You need to determine from the SEO service company representative on how they implemented their content marketing campaigns; the way they maximized the potentials of video production materials in their internet marketing initiatives; the online marketing agency they worked with; the online marketing strategy being adhered to, and the online marketers involved in the campaign.

Further, ask them on the number of social media marketing campaigns they are doing and the social media platforms that they are tapping. Furthermore, you extract information on the marketing agency or marketing company that they tapped and the marketing strategy or marketing strategies they are implementing. Moreover, you need to investigate the marketing solution or marketing solutions that they offer and the pool of marketing experts that they have.

On the other hand, inquire from them if they were able to partner with the Brighton-based business consulting and marketing consultancy firm Boost Marketing Limited and availed their lead conversion optimization, lead management software, manager software, and marketing automation services.

In like manner, inquire from them if there was any instance that they hired the services of a digital marketing company or digital marketing agency based in London UK, with or without branch offices in Los Angeles or San Francisco, CA like the Tag Digital Ltd or the Bird Marketing Digital Agency. Ask whether they have been told by the mentioned agencies in the UK about their digital strategies or had availed of the digital marketing solutions, digital strategy mentorship, ads management, PPC management, and search engine optimisation services they are offering.

Conclusion

RankBrain together with content and links are undoubtedly the influencing factors in Google search result ranking. Content lies at the core of the 6-point SEO strategy. It is the greatest equalizer among established and newbie sites. While the former has a network of inbound links to back up its claim for authority, the latter has the means to establish the authority of its own through great content. RankBrain tends to favor content that serves a purpose. The firm that can provide you with the tried, tested, and proven excellent content performance deserves the distinction as the top SEO company in UK.

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