SEO Services

Here at the Ethical Web Agency, we provide a range of SEO services that can help your website improve its organic traffic potential.

We can help grow your e-commerce website and also drive increased visits to brochure and service-related websites.

All our services are white hat and implemented following best practice search engine guidelines. If in the past you have had manual actions or site wide negative signals applied to your site through black hat techniques, your site will take some time to recover.

Our SEO services add value to your business and help it grow organically, but safely too. SEO is a long-term proposition. When you work with the Ethical Web Agency we will countinuosly improve your website through both technical and non-technical seo perspectives, building your brand and getting visitors to your website.

Our SEO services always begin with an audit. Here we crawl your website and identify technical SEO issues that need resolving. Beyond that, we have a clear emphasis on quality content and user engagement.



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SEO Auditing

Screaming Frog LogoWe have a variety of SEO tools we use to audit your website. One of the most respected tools in the industry   is Screaming Frog.

With this tool, we can analyse thousands of individual  URLs on your website and also identify site-wide issues in sites structure.

We combine this technical audit with link and content audits. Our SEO consultants will look through your website and also identify issues with the human eye.

Not some random human eye, either, their own!

One that has looked over hundreds of websites and has great experience in helping websites maximise their potential in target markets.

SEO today is more than just optimising from a technical perspective. Dwell time and user engagement on your website are key performance indicators to the search engines regarding the quality of a page and how well it answers the search query at hand.

To do this we need to enhance content and our content writers will work alongside you to develop a content strategy we can apply.

You can employ our ethical web agency to focus on one area or all. Our SEO packages cover all aspects of SEO but you can also enquire about specific services we off such as content creation or fixing technical SEO issues on your website.

We generally perform x3 types of audits that provide the foundation for the services we provide. 

  • Technical SEO Audits
  • Link Audits
  • Content Audits

By auditing your site we find areas we can improve and apply our expertise and services.

Our Technical SEO Services

Technical SEO is critical for the health and performance of your website, influencing its visibility in search engine results.

Regular monitoring and optimisation of these elements contribute to a strong technical foundation for your SEO strategy.

We have encountered many businesses with solid content and link acquisition strategies but struggle with the technical aspects of SEO.

Our SEOs and Developers work together in many areas of technical SEO as it often requires cross-disciplinary collaboration. 

Some of the areas we can help your website through our technical SEO services include:



We will ensure that search engine crawlers can easily access and navigate your website. We will identify crawl errors and resolve problems, for this, you will need to grant us access to Google Search Console. 

It is perfectly normal for sites to have a number of pages that are not indexed, but sometimes search engines can have trouble accessing links through technical issues or wasted crawl budget allowance on larger websites.

Robots.txt File:

We will optimise your robots.txt file to control which pages should or shouldn’t be crawled by search engines. By blocking certain parameter URLs we can ensure crawlers are only investigating pages of value and not pages such as onsite search result pages.

XML Sitemap:

We shall create and submit an XML sitemap to help search engines understand the structure of your website and index pages more efficiently.



Canonical tags to indicate the preferred version of a page, and particularly useful for handling duplicate content issues. We only want the search engines to index one version of a page and we use canonicals to indicate our preferred page to show in the SERPs.

Hreflang Tags (International SEO):

If applicable to your website, we will implement hreflang tags to indicate language and regional targeting for multilingual and multinational content.

Page Speed Optimisation:

We will optimize website loading times for both desktop and mobile devices. We will look to compress images, leverage browser caching, and minimise code.

Many websites can have a lot of unused code on pages. Our developers will look at what code is necessary for the page to function and remove redundant code.

Mobile-Friendly Design:

We will check your website is mobile-friendly and follows responsive design principles to provide a seamless user experience across different devices. 

We use tools such as Browser Stack and in-house devices to check compatibility across devices and compatibility with popular browsers.

SSL Certificate (HTTPS):

We will implement an SSL certificate to secure your website with HTTPS. Google considers secure websites as a positive ranking factor. We will also identify non- HTTP pages existing on your website and any mixed content pulled from HTTP sources.

Structured Data Markup:

We use structured data markup in JSON to provide additional context to search engines about the content on your pages. This can enhance rich snippets in search results.

For example, if you have an FAQ page, we will need to make sure you have FAQ schema on the page and the code can be found by testing the page in the Google rich snippet testing tool.


301 Redirects:

We will check your website for any 301 redirects to pages that have been permanently moved or consolidated. This helps preserve link equity and ensures a smooth user experience.

We want to clean up the number of redirects on your website by amending any links to now-deleted URLs once a redirect has been put in place. This will again ensure you are getting the most from your crawl budget without sending crawlers to redirecting URLs.

404 Error Pages:

We will customize and optimise your 404 error pages to guide users back to relevant content when they encounter broken or missing pages.

Any broken links and images will be identified and fixed by our SEO team.

Site Architecture:

Every website needs a  logical and user-friendly site structure. We will help you to develop clear navigation, hierarchical URL structures, and breadcrumbs to enhance user experience and search engine understanding.


If your website uses multiple pages in a collection we will Implement rel=”next” and rel=”prev” tags for paginated content. This will help search engines understand the relationship between pages in a series.

Pages in a series also need self-referencing canonical URLs to avoid duplicate content issues across multiple pages.

Image Optimisation:

We will optimise images for faster loading times by compressing them without compromising quality. We want to use modern image formats such as WebP and check each image has descriptive file names and alt text for accessibility and SEO.

Header Response Codes:

We will regularly check and investigate any server response code errors. We will resolve issues related to 4xx (client errors) and 5xx (server errors) for a smooth user experience.

URL Structure:

We want to create clean and descriptive URLs that include relevant keywords. We should avoid using dynamic parameters where possible and consider incorporating hyphens to separate words. This also makes the URLs more user-friendly if a naked link is placed on another website in the form of a backlink.


Duplicate Content:

We will Identify and address duplicate content issues to prevent potential SEO issues. Canonical tags, 301 redirects, or parameter handling can help resolve content duplication.


Site Security:

Check for website security, and ensure the website is on the latest version and any plug-ins or 3rd part applications are compatible with your site.


Analytics and Tracking:

We will check that your website has proper analytics and tracking tools in place for monitoring tools such as Google Analytics and  Google Search Console.

Sometimes a website can have multiple analytics tags firing on tag manager and we will check on your tag manager and any other integrations.


This is a simple overview of some areas concerning technical SEO, but each area can be expanded further in practice. When we optimise your website for mobile devices our UX Team, Dev Team and SEO consultant will all need to look at the site to ensure best practices are met in different areas.

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Optimising For Mobile Users

Optimising your website for mobile users is crucial in today’s digital landscape, where a significant portion of internet traffic comes from mobile devices. Some B2B businesses and service websites will still receive significant desktop traffic, but we always follow a mobile-first design approach. 

Enhancing the mobile experience will be beneficial for SEO as it will reduce bounce rates and impact return visits if users have a positive experience on your website.

Here are key considerations and practices to ensure a positive mobile user experience:

Responsive Design:

We need a responsive web design that adapts to various screen sizes and resolutions. This will impact how your website looks on mobile devices and we will make sure it functions well on devices ranging from smartphones to tablets for end users.


Mobile-Friendly Navigation:

We should simplify navigation for mobile users by using a mobile-friendly menu. A good practice is to use a hamburger menu to save space and provide an organised navigation structure.

Page Loading Speed:

We will Optimise images and minimise code to boost page loading speed on mobile devices. Mobile users are often more sensitive to slow-loading pages, and faster load times contribute to a better user experience.

Touch-Friendly Elements:

We will design buttons and interactive elements that are easy to tap and navigate with touch gestures. We also need to provide enough space between clickable elements to avoid accidental taps which is very annoying from a user perspective.

Readable Fonts and Text:

Is your website using elegible fonts that are easy to read on smaller screens? We should look to avoid tiny text that users may need to zoom in to read.

Optimised Media:

We compress and optimise images and videos for mobile viewing. Large media files can significantly impact page load times and user experience, especially over 3G.

Minimise Pop-Ups:

Pop-ups can be challenging to close on mobile devices. If pop-ups are necessary, we need to make sure they are easily dismissible and don’t obstruct the main content.

Consistent Branding:

Our design team will inspect if you have consistent branding across desktop and mobile versions. Users should easily recognise your brand, regardless of the device they are using.

Form Optimisation:

We should consider streamlining forms and minimising the number of fields on each form. Complex form-filling on mobile devices is never a great experience and a focus should be placed on how users interact with our forms.

Viewport Configuration:

Our developers use the viewport meta tag to configure the viewport width and scale. This helps ensure that the content adapts well to the user’s screen size.

We Test Across Devices and Browsers:

We will regularly test your website across various devices and browsers to ensure consistent performance. This includes testing on different smartphones and tablets with varying screen sizes and operating systems.

Mobile Accessibility:

We check that your mobile site is accessible to users with disabilities. This includes providing alternative text for images and ensuring that navigation can be easily performed using assistive technologies.

By addressing these considerations and implementing best practices, we can help you create a mobile-optimised website that delivers a seamless and enjoyable experience for users accessing your site on smartphones and other mobile devices.

Mobile Optimisation Summary


You need a well-optimised mobile version of your website.

It is estimated that 60% of all web searches today happen on mobile devices.

This is especially important if you run a B2C website as they can attribute a high percentage of your total clicks.

Google also uses mobile-first indexing and looks at your website from a mobile perspective highlighting its importance.

Our Mobile Optimisation Services include everything you need to run a fast, clean mobile responsive design.




Mobile Improvements


  • Responsive Design
  • Mobile Navigation
  • Image Optimisation
  • Lazy Loading
  • Mobile Friendly Fonts
  • Browser Caching
  • Viewport Configuration
  • Pop Up Removal
  • Touch Friendly Buttons
  • CSS Optimisation
  • Java Script Optomisation
  • Image Optimisation
  • Page Speed Improvements
  • Form Optomisation
  • Regular Testing

Improving Core Web Vitals

Google’s Core Web Vitals are also a set of specific factors that Google considers crucial for evaluating the user experience on a webpage. These metrics focus on the speed, responsiveness, and visual stability of a webpage.

Optimising your Core Web Vitals is conducted by our development team and is picked up during our technical audit.

Largest Contentful Paint (LCP):

LCP measures the time it takes for the main content of a page to become visible. It indicates how quickly users can see and interact with the core content of a webpage. Google recommends that LCP should occur within the first 2.5 seconds of the page starting to load.

First Input Delay (FID):

FID measures the time it takes for a page to become interactive. It assesses the responsiveness of a webpage by tracking the delay between a user’s first interaction (e.g., clicking a button) and the browser’s response. Google recommends an FID of 100 milliseconds or less.

Cumulative Layout Shift (CLS):

CLS measures the visual stability of a webpage. It quantifies any unexpected layout shifts that occur during the loading process. A layout shift happens when page elements move unexpectedly, causing users to click on something they didn’t intend to. Google recommends a CLS score of 0.1 or less.

Improving these Core Web Vitals is essential for several reasons, particularly for SEO:

User Experience (UX):

The Core Web Vitals directly impact the user experience. Faster loading times, quick interactivity, and visual stability contribute to a positive user experience, reducing bounce rates and increasing user satisfaction.


Mobile-First Indexing:

Google primarily uses mobile versions of pages for indexing and ranking. Since mobile users often have different connectivity and device constraints, optimising for Core Web Vitals ensures that your website performs well on mobile devices.

SEO Performance:

Websites that meet or exceed Google’s Core Web Vitals recommendations are more likely to rank higher in search results. SEO performance is closely tied to the user experience, and Google’s algorithms favour websites that prioritise a positive user experience.


Reduced Bounce Rates:

Users are more likely to stay on a website that loads quickly, responds promptly, and avoids unexpected layout shifts. Improving Core Web Vitals contributes to reduced bounce rates, indicating that visitors are more engaged with your content.

Competitive Advantage:

Websites that invest in optimising Core Web Vitals through our services gain a competitive advantage. As search engines increasingly prioritise user experience, having a fast, responsive, and visually stable website can set you apart from competitors.

Global Reach:

Fast-loading websites are crucial for users in regions with slower internet connections. Optimising your Core Web Vitals ensures a positive experience for a global audience, broadening your website’s reach.

Check Core Metrics:

You can easily check your core metrics by using Google Lighthouse or Page Speed Insights.

You can view the core metric score on this page, and also test your own website score to test performance.

You should use this tool to check the core metrics of your own web page and identify areas for improvement. Please bear in mind it is more difficult to get top score on mobile devices compared to desktop views.

SEO Service Prices

Link Services

Our Link Audit will identify areas for improvement and we will conduct work in two areas concerning links. 

  • Internal Link Building (Onsite)
  • External Link Building (Offsite)


Internal Links

Internal linking, the practice of linking one page of a website to another page within the same site, offers several benefits for both users and search engines

We will check the internal linking structure of your website. We need to make sure that there are logical and relevant internal links between pages. Internal linking facilitates navigation and also distributes link authority throughout the website.

Here are the key advantages of internal linking:

Improved Navigation:

Internal links create a natural and logical structure for your website, making it easier for users to navigate between different pages and find relevant information.

Enhanced User Experience:

By guiding users to related content, internal links help enhance the overall user experience. Users can easily discover additional information that complements what they are currently reading.

Distributed Page Authority:

Internal linking helps distribute page authority and ranking power throughout your website. When you link from a high-authority page to another page, you pass on some of that authority, potentially boosting the linked page’s search engine ranking.

Increased Time on Site:

Encouraging users to explore more pages through internal links can lead to increased time spent on your site. This is a positive signal to search engines, indicating that users find your content valuable and engaging.

Facilitates Content Flow:

Internal links contribute to the flow of content, guiding users through a logical path. This is particularly important for longer articles or comprehensive guides where users may benefit from additional context or related information.

Better Indexing by Search Engines:

Search engines use crawlers to navigate and index websites. Internal links provide a roadmap for these crawlers, helping them discover and index new content more efficiently.

Keyword Relevance:

Anchor text used in internal links provides context to search engines about the linked page’s content. This helps search engines understand the relevance of the linked page to specific keywords, potentially improving its ranking for those terms.

Reduces Bounce Rate:

Internal links can reduce bounce rates by encouraging users to explore more pages on your site. When users find relevant content easily, they are less likely to leave your site immediately after visiting a single page.

Promotes Important Pages:

By strategically using internal links, you can highlight and promote important pages on your website. This is particularly useful for directing users to key landing pages or conversion points.

Easier Site Maintenance:

Internal links can make it easier to update and maintain your website. When you add new content or make changes, internal linking helps ensure that the interconnected structure of your site remains intact.

Supports Topic Clusters:

Internal linking is a key component of building topic clusters. By interconnecting related content, you create a thematic structure that signals to search engines the depth of your expertise in specific subject areas.

Cross-Promotion of Products or Services:

For e-commerce websites or businesses offering multiple services, internal linking can be used to cross-promote products or services. This can increase the visibility of related offerings to users.

Internal linking is a valuable SEO strategy that not only helps search engines understand the structure and content of your website but also enhances the user experience by facilitating navigation and providing additional context and information.


Internal Link Summary


By optimising the internal link structure of your website we help both users and search engines navigate your website effectively.

Internal linking also plays a role in distributing link equity throughout your website and helping deep pages become more visible in the search engines.

We always follow best practise guidliens here at the Ethical Web Agency so you can be assured of correct internal linking practises by only experienced SEO’s.



We Optimise Internal Links


  • Improve Navigation
  • Spread Link Authority
  • Build Topical Clusters
  • Improve UX
  • Aid Indexability
  • Reduce Bounce Rate
  • Organise Content
  • Promote Logical Structure
  • Optimise Internal Link Anchor Text

External Links

Our team will conduct a thorough examination of your website’s backlink profile. We will assess the quality and relevance of inbound links, and identify any potentially harmful or spammy links. 

We need to have a healthy, diverse and natural backlink profile. Here at the Ethical Web Agency, our link-building techniques are all white hat and follow best practices. White hat link building involves acquiring links to your website through ethical and legitimate methods that comply with search engine guidelines. 

Here’s an explanation of how we implement white hat link-building services at the ethical web agency:

Quality Content Creation:

The foundation of white hat link-building service is creating high-quality, valuable content. We focus on developing content that is informative, engaging, and shareable. When your content is valuable, other websites are more likely to link to it naturally.

Guest Posting:

We identify reputable websites in your industry and collaborate with them to create guest posts. These posts provide valuable insights or information to their audience and include a link back to your website. This method not only builds links but also establishes your authority within your niche.

Broken Link Building:

We can identify broken links on authoritative websites and offer them suitable replacements from your content. This not only helps them maintain a positive user experience but also provides an opportunity for your website to gain valuable links.

Relationship Building:

Building relationships with other websites in your industry is a key aspect of white hat link building. We establish connections through networking, social media, and industry events. Genuine relationships often lead to natural link opportunities.

Social Media Engagement:

We leverage social media platforms to share your content and engage with your audience. While social signals may not directly impact rankings, increased visibility can lead to more organic linking as people discover and share your content.

Directory Submissions:

We submit your website to only relevant and reputable directories. While this might not be the primary focus, it can provide additional exposure and contribute to a diverse link profile.

Linkable Asset Creation:

We identify opportunities to create linkable assets such as infographics, guides, or tools that are valuable to your target audience. These assets become shareable content, attracting natural backlinks.

Influencer Collaboration:

We collaborate with influencers or thought leaders in your industry. Their endorsement and links to your content can significantly enhance your website’s credibility and visibility.

Monitoring and Disavowal:

We regularly monitor your link profile to identify and address any potentially harmful or spammy links. If necessary, we use the disavow tool to inform search engines not to consider certain links when assessing your site’s ranking.

Transparency and Compliance:

We ensure full transparency in our link-building activities, adhering to search engine guidelines. This includes using proper anchor text, avoiding link schemes, and providing value to users.

By focusing on these white-hat link-building techniques, we aim to build a sustainable and authoritative online presence for your website, while also ensuring long-term success in search engine rankings.


White Hat





On Page SEO Services

The content audit will help us create a plan for how we are going to achieve organic growth. From here we have various processes and tasks that we perform on your behalf.

These services are mainly concerned with the onsite experience and your site’s content.

Keyword Analysis:

We will evaluate the keywords you are currently targeting through your website . We check for relevance, competitiveness, and distribution of target keywords across all pages. Our SEO consultants will also check that keywords are aligned with the site’s content and user intent.

On-Page SEO:

Our team will look at on-page elements, including title tags, meta descriptions, header tags, and URL structures. We check that each page is optimised for specific target keywords and that the content aligns with user intent.

We will check each page has a unique and compelling title tag (within 50-60 characters) that incorporates the primary keyword. Our Meta descriptions (150-160 characters) will also be updated to entice users and provide a concise summary of the page’s content.

Header Tags:

Header tags are used to structure content, with the H1 tag typically reserved for the main page title. Subheadings (H2, H3, etc.) are used to break down content into sections, making it more readable.


Content Quality and Relevance:

An assessment is taken regarding the quality, relevance, and uniqueness of the content on each page. Our SEO consultants look for opportunities to improve or expand the content to better serve user needs.


Content Updates and Freshness:

By regularly updating and adding new content signals to search engines that your site is active and relevant. We can check which pages have not been updated for some time and give them new, relevant content.

If your page has links to old sources of information, you will be at a disadvantage compared to websites that have all the latest information on a topic.

We encourage the addition of fresh content and updates and regularly provide this service as part of our month-to-month work on websites.


User Experience (UX):

Assessing the overall user experience on the website takes a bit of time, especially on large websites. Our team use a variety of tools and session recordings to check for clear navigation, intuitive design, and easy access to information. The aim is to identify any elements that may hinder a positive user experience and implement changes.


Local SEO:

If the website has a local focus, we will assess its local SEO strategy. We need to check the accuracy and consistency of business information (NAP: Name, Address, Phone) across online directories and local listings. Your Google my business profile will also be updated along with local citation building.


Competitor Analysis:

We conduct a competitive analysis on every page to understand how the website compares to competitors in terms of keyword targeting, content quality, and overall SEO performance.

By conducting a thorough content audit, our SEO services are tailored to addressing and identifying issues as part of a continuous improvement methodology. The Ethical Web Agency can help enhance the overall health and performance of your website, leading to improved search engine rankings and a better user experience.

By implementing these on-page SEO techniques, we aim to create a well-optimised and user-friendly website that not only performs well in search engine rankings but also provides a positive experience for your site visitors.


On page SEO is at the heart of the services we provide and considered the most impactful of all SEO elements.

It can be building new pages or updating old content, our SEO team understand this to be an essential part of  growing organically.

Keyword Research

Most people have heard of keyword research, and it, in itself is not difficult to do. But its what we do with these keywords that really matters. It is sort of the building blocks of any content strategy, we start with the keywords.

The goal is to understand the language and terms your target audience uses, allowing us to optimise your website content accordingly. This process is crucial for effective SEO, as it helps you align your content with the actual words and queries users are entering into search engines.


How We Use Keywords To Develop Topical Clusters

At our ethical web agency, we take a strategic approach to keyword research, going beyond individual keywords to build comprehensive topical clusters. Here’s how we do it:

Identifying Core Topics:

We start by identifying core topics relevant to your business or industry. These are broad subjects that are important to your target audience.

Keyword Expansion:

Once we have the core topics, we use keyword research tools to expand our list of related keywords and phrases. This includes variations, synonyms, and long-tail keywords that users might use.

Grouping Keywords:

We organise these keywords into clusters based on their relevance and relationship to the core topics. This helps create a thematic structure for your content.

Creating Content Pillars:

Each core topic becomes a content pillar. We develop in-depth, high-quality content around these pillar topics, addressing various aspects and subtopics related to the core theme.

Cluster Linking:

We strategically use internal linking to connect the content within each topical cluster. This not only enhances the user experience by providing more comprehensive information but also signals to search engines the interconnected nature of the content.

User-Centric Approach:

Throughout this process, we prioritise the user experience. By understanding user intent and delivering valuable content, we not only improve search engine rankings but also engage and satisfy your audience.


Benefits of Topical Clusters:

  • Improved SEO Performance: By organising content into topical clusters, search engines recognise the depth and breadth of your expertise on a subject, potentially boosting your overall site authority.
  • User Engagement: Users can easily navigate through related topics, finding comprehensive information on subjects they are interested in.
  • Search Engine Relevance: As search engines increasingly focus on understanding user intent and delivering relevant results, topical clusters align well with this approach.

Our approach to keyword research and topical clustering is not just about ranking higher on search engines; it’s about providing valuable, user-centric content that establishes your website as a reliable source of information within your industry.

SEO Reporting Service

We can carry out all these changes on your website but you may still want to know if it is having an impact. It is important to understand SEO is not a quick win and can often take a few months before we start seeing real results.

Every website has room for improvement and each website has different competitive forces and a current place in the market.

With the Ethical Web Agency, you get a monthly report on the work we have conducted on your behalf and a list of target keywords detailing positional movements.

Keyword position tracking in SEO involves monitoring the rankings of specific keywords in search engine results over time. Here are some key benefits of implementing keyword position tracking in your SEO strategy:

Performance Measurement:

Keyword position tracking allows you to assess the effectiveness of our SEO efforts by providing real-time data on how well your target keywords are performing in search engine results.

You can track improvements or declines in keyword rankings and we can adjust your strategy accordingly.

Goal Tracking:

If you have specific goals tied to keyword rankings (e.g., reaching the top three positions for a particular keyword), tracking positions allows us to measure our progress toward those goals.


Identifying Opportunities:

By monitoring keyword positions, we can identify new opportunities for optimisation. Discovering keywords that are rising in popularity but not yet highly competitive allows us to tailor your content to capture these emerging trends.


Content Strategy Optimisation:

Analysing keyword positions will help our team assess the impact of the content strategy. We can identify which pieces of content are performing well and which may need optimisation or further promotion.


User Intent Understanding:

Tracking keyword positions provides insights into changes in user behavior and intent. If certain keywords are trending upward, it may indicate shifts in what users are searching for, allowing us to adapt our content strategy accordingly.

ROI Measurement:

Keyword position tracking contributes to a more comprehensive understanding of the return on investment (ROI) for your SEO efforts. Improved rankings often correlate with increased organic traffic, conversions, and revenue.

Algorithm Updates Response:

Search engine algorithms are continually evolving. Keyword position tracking helps you identify whether changes in rankings are due to algorithm updates, allowing us to adjust your strategy to align with the latest SEO best practices.

Local SEO Performance:

For businesses targeting local markets, tracking keyword positions for location-specific terms helps assess the effectiveness of local SEO efforts. This is crucial for businesses with a physical presence or those looking to attract local customers.

Effective Reporting:

Keyword position tracking provides concrete data for reporting to your business. It allows us to communicate the impact of SEO efforts in a clear and measurable way.

Strategic Decision-Making:

Armed with accurate keyword position data, we can make informed decisions about where to allocate resources, whether to optimise existing content, create new content, or adjust your overall SEO strategy.

Keyword position tracking is a valuable tool for measuring how our SEO services are performing. It provides insight into performance, competition, user behaviour, and the overall effectiveness of our SEO efforts. 

Content Clustering and Topical Authority

When we set an approach to building our visibility for our e-commerce store, another technique is to use content clusters.

A content cluster is a collection of pages based around a topic. You may have heard of the phrase topical authority. This simply means how much you know about a particular subject.

Einstein for example would have great topical authority on gravity, or Ferrari would have great topical authority on cars.

Well, it’s the same with websites, if you can express your knowledge on a particular topic, you will gain topical authority on a subject.

If you have a niche website and you only sell beans, we want to grow our topical authority and also target different search intents. We do this by creating a content or keyword cluster.

Let’s look at how we can set up a cluster around our beans topic.

We will 1st create something called a pillar page. This is the main page on a topic and it will link out to sub-pages where users can keep on reading and expand their knowledge

Pillar page:

  • The Ultimate Guide to Beans


  • Health benefits of beans
  • Cooking with beans
  • Different types of beans and their uses
  • How to grow beans
  • Are beans good for you
  • The most expensive beans
  • Do beans make you fart
  • How to make a sauce for beans
  • How to slow-cook beans

Do beans make you fart is optional of course, but at 1000 searches per month it is a credible page, maybe you could link to a variety of beans that is not flatulence-enducing.

Now you may have noticed all these pages are informational in nature. A user may search for one of these topics and when Google is deciding what page to show it will think, your site knows a lot about beans. Look at all the information on the topic you have created.

You have in fact created topical authority by showcasing your knowledge on the subject.

You can link to your bean products from these pages also. The informational pages may be shared online and products that are linked from these pages will benefit from internal link juice flowing to the page. Again, this helps it along in the search engines.

Say we have a collection page called “beans and pulses”, you can link to this collection from these pages. Or when you are talking about a particular type of bean, you can link to the product directly.

Clusters can work in both e-commerce and service environments. If you have a furniture store and you sell 5000 different items you may think it is not feasible to create these clusters for every single category. If you sell curtains, wardrobes, sofas, TVs, kitchenware, garden tools and TVs how are you going to make clusters for all these categories?

This is a strategic decision the Ethical Web Agency can help you with. Have you noticed how when you search for a particular product online frequently you are provided with a website that focuses on a particular product?

If you search for wallpaper, the chances are you will be presented with a website dedicated to wallpaper only. This is because they have gained topical authority. They have lots of information on their website dedicated to wallpaper, they are experts in the field.

You may also get household brand names showing in the search results too if they have a reputation for a product. This is in part because people will search directly for them via a brand and product search. The search engines recognise these direct searches as an indicator of proficiency in the topic at hand.

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