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Search Engine Optimization

SEO  is the art and science of increasing your website’s visibility to search engines for those important keywords and phrases that are relevant to your business.Search Engine Optimisation typically includes keyword research and development, competitive analysis and industry benchmarking, back end coding optimisation, website submissions and results reporting. 

We have a dedicated team ofSearch Engine Optimisers who plan and execute SEO Strategies on your websites to improve the relevance and authority of the content, as well as working through the coding of your site to ensure its speed, compliance and transparency to search engines, maximising the effectiveness of On-Page SEO factors. The team also dedicate themselves to link building, social presence and online reputation of your company, to ensure that as many references as possible exist to your website and that the Off-Page factors that Google, Bing and other search engines are looking for. In this way, our expert SEO team move your website to the top of Google and into position to make the most profit from Search Engine Optimisation.

Why Search Engine Optimisation?

Search Engine Optimisation is one of the most misunderstood and misrepresented disciplines in the entire field of Online Marketing. Despite this it has the potential to do the most good for your company, increasing web traffic and giving your website more potential to make sales. In short; SEO can make you more money.

SEO can help your business by pushing the listing on Google, Bing, yahoo and many other search engines to position 1 page 1 for your chosen search terms. The net result of this is far more clicks on your listing, far more visitors to your site and far more business for you.
It’s not enough just to be on page 1 though. Position 1 on Google generally receives around 40-45% of the clicks on the homepage, nearly half the clicks on that page on one link! Position 2 only gets a third of this, potentially only a third of that business.*

How does Search Engine Optimization Work?

The practice of Search Engine Optimization began almost as soon as keyword based algorithms began powering search forms on the internet. One of the earliest and certainly the most famous was Google, whose keyword based algorithm was supplemented by a links based “authority” element, PageRank – a numerical value assigned to take into account the number of times a link to the page in question was found in the search engine’s index. The focus for SEO was then, as it is now, in Optimizing Content and working with off-site factors to return high placement in the SERPs (Search Engine Results Pages) for pre determined Keywords. 

Search Engine Optimisation, sometimes referred to as Search Engine Placement, begins with Keyword Selection and from there changes are made in your website’s code, content, structure and position in the wider web, to ensure that anytime a user around the globe searches for that keyword, or a related phrase, your site is presented as the most relevant, most authoritative website on the internet for that information. 

In order to deliver the perfect solution we need to really understand your business, as well as your SEO and social requirements.Keyword research is one of the most crucial starting point’s of your SEO process. Done thoroughly and you’ll be able to spot some of your greatest opportunities and routes to success. Before we can delve into the tactics you need to implement to meet your business goals, we need to understand everything about what you’re trying to achieve, your current marketing efforts, and your customers.  Questions we may ask; Where do discovered keywords fit into the user’s journey? Are they of high, medium or low intent?

Organic SEO

Organic Search is the biggest driver of direct traffic to websites, a study shows that of over 310 million visits to 30 different websites showed that organic search accounted for 64% of all referral traffic.  Understanding where the majority of your website’s traffic is coming from, is arguably the most important piece of information that a brand or chief marketing executive can have in budgeting, headcount or marketing strategy decisions. Improving organic search has implications on not only paid search but now direct even if it is just a tracking measure

SEO or Search engine optimization is the process of enhancing a website’s relevance and visibility to the search engines through the natural or organic search results. Each search engine has it’s own unique ranking system or computer algorithm that determines the ranking and relevance of each website. Search engine algorithms place sites that contain the most relevant, trustworthy information (not-spam) at the top of the search results page, where everyone looks first.

Google has changed what a search results page looks like, depending on the search phrase and the context of the query, they can show images, video results, PPC ads and local results.optimization provides the highest long-term return on investment of all online marketing methods.

Content Optimization

keyword research and SEO is about understanding the words and phrases people use to find things online, and optimizing digital content in such a way that it meets those queries in prominent locations in search.   Your content is viewed by both people and search engines. Content optimization is the process of creating and implementing content on web pages to maximize your website’s chances of showing up in search for related queries.   It’s not just a question of ensuring a top keyword is included multiple times on a page, but making sure that other synonyms, semantically related words, phrases or ‘proof terms‘ are included to optimize for query-based searches. Especially important for e-Commerce sites, specific content such as product reviews, product descriptions and specific instructional content must be accompanied with a specific meta-data code that identifies exactly what your specific content is about, and what attributes it may contain. Implementing other types of schema and microdata can help search engines to have a better understanding of your web page’s information, which can increase rankings and higher click-through rates.

Local search engine optimisation

Google says a third of all mobile searches are local. Every month there are more than 10 billion unique searches performed in the United States, and over 40% of those queries are local searches – these include city, state, or even neighborhood names in their searches – and Infinity Solutions can help you make the most of this opportunity.

A local search typically includes a location modifier on a keyword and is used by customers seeking a business or product in their area.
Typical local search queries include not only information about “what” the site visitor is searching for (such as keywords, a business category, or the name of a consumer product) but also “where” information, such as a street address, city name, postal code, or geographic coordinates like latitude and longitude.
When these types of searches are performed, the search engines will often pull a geographic map of local business listings with important contact and directional information. Infinity Solutions will optimize your local business listings for those geographically focused searches. “Near me” searches are becoming more and more popular because on-the-go searchers often want to find a business, store or office located as close as possible to their current location.

Local search advertising specifically targets local consumers ready to buy a certain product or service. A higher percentage of these customers will purchase once they’ve found the locations where they can do business near them.
Google Facts:

  • Google states that (1) out of (5) searches on Google are related to a location.
  • There are (400) million local searches out of (2) billion searches done every day.
  • 9 out of 10 people who are looking for a local retail store, restaurant, or business will turn to search engines to discover their options and for reviews.
  • These days 80% of the people who search online use Google. More people search online than use the Yellow Pages.
  • Let Us Help Your Business Rank Higher in Google Local Places

We have a deep understanding of how the Maps algorithm works and the factors used to determine rankings of local business listings. As well, we have a few tricks up our sleeves that can help give you a competitive advantage. We can help give your business a boost in the Maps rankings and guide you on how best to solidify your rankings over time.

Off-Site SEO

What is off-site SEO?

Off page SEO refers to techniques that can be used to improve the position of a web site in the search engine results page (SERPs). Many people associate off-page SEO with link building but it is not only that. In general, off Page SEO has to do with promotion methods – beyond website design –for the purpose of ranking a website higher in the search results.

Why does off-site SEO matter?

Search algorithms and ranking factors are constantly changing, the general consensus within the SEO community is that the relevance, trustworthiness, and authority that effective off-site SEO affords a website still play a major role in a page's ability to rank.

Google uses algorithm  to rank content, data from Search Engine Ranking Factor,s study show that off-site SEO-related factors likely carry more than 50% of the ranking factor weight.

To achieve this, they take into account the on-site SEO factors (described above), some other quality factors and off-page SEO.

A web site that is high quality and useful is more likely to have references (links) from other websites; it is more likely to have mentions on social media (Facebook likes, tweets, Pins, +1’s etc.) and it is more likely to be bookmarked and shared among communities of like-minded users.

Links and off-site SEO

Building backlinks is at the heart of off-site SEO. Search engines use backlinks as indications of the linked-to content's quality, so a site with many high value backlinks will usually rank better than an otherwise equal site with fewer backlinks.

There are three main types of links, defined by how they were earned: natural links, manually built links, or self-created links.

  • Natural links are editorially given without any action on the part of a page owner. For example, a food blogger adding a link to a post that points toward their favorite produce farms is a natural link.
  • Manually built links are acquired through deliberate link-building activities. This includes things like getting customers to link to your website or asking influencers to share your content.
  • Self-created links are created by practices such as adding a backlink in an online directory, forum, blog comment signature, or a press release with optimized anchor text. Some self-created link building tactics tend toward black hat SEO and are frowned upon by search engines, so tread lightly here.

Regardless of how links were obtained, those that offer the greatest contribution to SEO efforts are generally those that pass the most equity. There are many signals that positively contribute to the equity passed, such as:

  • The linking site's popularity
  • How related the linking site's topic is to the site being linked to
  • The "freshness" of the link
  • The anchor text used on the linking site
  • The trustworthiness of the linking site
  • The number of other links on the linking page
  • Authority of the linking domain and page

Non-link-related off-site SEO

While earning links from external websites is the most commonly practiced off-site SEO strategy, almost any activity that occurs outside of your own website and helps to improve your search ranking position could be thought of as "off-site SEO."

These include things like:

  • Social media marketing
  • Guest blogging
  • Linked and unlinked brand mentions
  • Influencer marketing

It's important to note, though, that the net result of each of these activities is to somehow create a reference to your site from elsewhere on the web — be that reference a link, a mention of your brand or website, or otherwise. So, the concept of truly "non-link-related" off-site SEO is actually a bit of a misnomer!

Off-site SEO relies on human behavior (namely, that people only reference and share content they like). As such, it applies to both organic and local SEO. Even in a brick-and-mortar business, high quality products get a lot of word-of-mouth referrals from current customers — the in-person equivalent of off-site SEO.

On-Site SEO

What is on-site SEO?

Non-link-related off-site SEO
On-site SEO (also known as on-page SEO) is the practice of optimizing elements on a website (as opposed to links elsewhere on the Internet and other external signals collectively known as "off-site SEO") in order to rank higher and earn more relevant traffic from search engines. On-site SEO refers to optimizing both the content and HTML source code of a page.

Beyond helping search engines interpret page content, proper on-site SEO also helps users quickly and clearly understand what a page is about and whether it addresses their search query. In essence, good on-site SEO helps search engines understand what a human would see (and what value they would get) if they visited a page, so that search engines can reliably serve up what human visitors would consider high-quality content about a particular search query (keyword).

The ultimate goal of on-site SEO can be thought of as attempting to make it as easy as possible for both search engines and users to:

  • Understand what a webpage is about;
  • Identify that page as relevant to a search query or queries (i.e. a particular keyword or set of keywords);
  • Find that page useful and worthy of ranking well on a search engine results page (SERP).

Keywords, content, and on-site SEO

In the past, on-site SEO has been synonymous with keyword use — and specifically, including a high-value keyword in several key locations on a website.

To understand why keywords are no longer at the center of on-site SEO, it's important to remember what those terms actually are: content topics. Historically, whether or not a page ranked for a given term hinged on using the right keywords in certain, expected places on a website in order for search engines to find and understand what that webpage's content was about. User experience was secondary; simply making sure search engines found keywords and ranked a site as relevant for those terms was at the heart of on-site SEO practices.

Today, though, search engines have grown exponentially more sophisticated. They can extract a page's meaning from the use of synonyms, the context in which content appears, or even just by paying attention to the frequency with which specific word combinations are mentioned. While keyword use still matters, prescriptive methods like using an exact-match keyword in specific locations a requisite number of times is no longer a tenant of on-page SEO. What is important is relevance. For each of your pages, ask yourself how relevant the content is to the user intent behind search queries (based on your keyword usage both on the page and in its HTML).

In this way, on-site SEO is less about keyword repetition or placement and more about understanding who your users are, what they're looking for, and about what topics (keywords) can you create content that best fulfills that need. Pages that meet these criteria have content that is:

  • In-depth."Thin" content was one of Google Panda's specific targets; today it's more or less assumed that content must be sufficiently thorough in order to stand a good chance at ranking.
  • User-friendly. Is the content readable? Is it organized on your site in such a way that it's easily navigable? Is it generally clean, or littered with ads and affiliate links?
  • Unique. If not properly addressed, content duplicated from elsewhere on your site (or elsewhere on the Internet) may impact a site's ability to rank on SERPs.
  • Authoritative and trustworthy. Does your content stand on its own as a reliable resource for information on a particular topic?
  • Aligned with user search intent. Part of creating and optimizing for quality content is also delivering on searcher expectations. Content topics should align with the search queries for which they rank.

Non-keyword-related on-site SEO

Beyond the keywords (topics) used in content on a webpage and how they're discussed, there are several "keyword-agnostic" elements that can influence a page's on-site optimization.

Those include things like:

  • Link use on a page: How many links are there? Are they internal or external? Where do they point to?
  • Page load speed
  • Use of structured data or other markup
  • Page URL structure
  • Mobile friendliness
  • Page metadata

All of these elements tie back to the same basic idea: creating a good user experience. The more usable a page is (from both a technical and non-technical perspective), the better that page's on-site optimization.

Let us put your  business on the top.


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Skopje, Macedonia

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+389 70 226 474

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