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Last updated · 22 October 2024

SEO & Paid Media

Our SEO strategy is key in driving organic traffic to our website and reaching our target audiences—whether they’re designers, developers, or potential clients (read more about this in our Ideal Client Profile).

Our SEO goal is straightforward: to be easily found by anyone searching for an excelling, award-winning digital design agency.

We’re not there yet, but we will be. One of the biggest misconceptions about SEO is that results happen overnight. But SEO is a long-term game — you don’t just write a great blog post, stuff it with keywords and BOOM, your traffic explodes. It requires continuous improvement and a well-thought-out strategy. Here's how we make sure we stay ahead of the curve.

Our approach to SEO

While increasing traffic is a goal, we must attract the right traffic. We want people genuinely searching for valuable content or potential clients looking for a digital product partner. With this in mind, we focus on two core areas: Technical SEO and Content Optimisation.

Technical SEO

This might be the boring part of SEO, but it’s also the most crucial. Without strong technical SEO, search engines won’t be able to understand or index our site fully. Here’s how we handle it to make sure we’re covered.

Site Speed

We ensure our website is fast because neither users nor search engines have patience for a slow site. To improve speed, we optimise everything: code, videos, images (we use TinyPNG to compress images), animations… basically everything.

Mobile

With most people accessing websites on mobile, it’s essential that our site is fully responsive and delivers a smooth experience across all devices.

Structured Data Markups

We use structured data markups on every single page of our website. This helps search engines better understand and display our content more frequently and attractively in search results (think rich text results, reviews, etc.).

Currently, we manage this manually through Storyblok, but we plan to automate it in the future. Stay tuned for updates!

We recommend visiting schema.org to get a full understanding of this topic.

Here are examples of the schemas we use on our homepage and in blog articles (we're sharing just these two to help you understand our approach):

  • Homepage

{
  "@context": "http://schema.org",
  "@type": "WebSite",
  "url": "https://significa.co/",
  "name": "Significa",
  "description": "Design-led agency focused on creating the best possible digital solutions.",
  "sameAs": [
    "https://twitter.com/SignificaDotCo",
    "https://www.linkedin.com/company/significa",
    "https://instagram.com/significadotco/",
    "https://dribbble.com/significa",
    "https://www.youtube.com/@SignificaDotCo"
  ],
  "image": "https://a.storyblok.com/f/198185/1600x1600/708e2e3a4f/logo_significa.png",
  "publisher": {
    "@type": "Organization",
    "name": "Significa",
    "logo": {
      "@type": "ImageObject",
      "url": "https://a.storyblok.com/f/198185/1600x1600/708e2e3a4f/logo_significa.png",
      "width": 200,
      "height": 200
    }
  },
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://significa.co/"
  }
}

  • Blog article

{
  "@context": "http://schema.org",
  "@type": "BlogPosting",
  "headline": "Optimise your e-commerce website for better performance",
  "url": "https://significa.co/blog/optimise-your-e-commerce-website-for-better-performance",
  "datePublished": "2024-09-30",
  "dateModified": "2024-09-30",
  "publisher": {
    "@type": "Organization",
    "name": "Significa",
    "logo": {
      "@type": "ImageObject",
      "url": "https://a.storyblok.com/f/198185/1600x1600/708e2e3a4f/logo_significa.png",
      "width": 1600,
      "height": 1600
    }
  },
  "description": "Learn how to declutter your e-commerce website to improve load times, boost conversions, and enhance the user experience with expert tips from Significa. Discover the value of custom solutions tailored to your business.",
  "articleBody": "Here you should include the full article content.",
  "image": {
    "@type": "ImageObject",
    "url": "https://a.storyblok.com/f/198185/3840x1920/b0f517c224/streamline-your-ecommerce_cover.jpg",
    "width": 3840,
    "height": 1920
  },
  "keywords": ["E-commerce", "E-commerce Design", "Conversions", "Strategy"],
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://significa.co/blog/"
  }
}

Content SEO

Think of SEO like a delicious spaghetti bolognese. Technical SEO is the pasta — it forms the base, holding everything together. Content SEO is the rich, flavourful sauce that makes the dish truly satisfying. Like a good bolognese, it’s not about tossing in random ingredients (or stuffing a page with keywords); it’s about creating valuable, relevant content that genuinely meets the needs of our users. You’re left with just pasta or an empty plate —no flavour without the right balance.

Keywords

We focus primarily on search-intent keywords. This means that when creating content for our website, we target the keywords that truly matter to our audience. We aim to produce content that answers their questions and meets their needs.

To identify the best keywords for each piece of content, our marketing team uses Google Keyword Planner to guide our strategy.

On-page SEO

We optimise every content we publish, from blog articles to case studies. To ensure best practice, we follow a clear page structure (H1 → H2 → H3), and craft personalised meta-titles and meta-descriptions.

For the meta-title, we should always write something compelling that incorporates the main keyword. We should also use numbers, include our offer in the title and add a teaser (if applicable).

For the meta-description we should use 1 to 2 keywords and make it compelling.

  • ⁠ ⁠Maximum length: 155 characters;

  • ⁠ ⁠Use an active voice;

  • ⁠ ⁠Include a call to action;

  • ⁠ ⁠Use the main keyword;

  • ⁠ ⁠Ensure it matches the content of the page.

To improve our on-page SEO we also use Ahrefs crawls to evaluate our website's health and ensure that every page includes internal links, helping users navigate smoothly throughout their visit.

We're going to be a bit cheeky for illustrative purposes. We've managed to sneak the word "SEO" into this page 15 times... Yes, you read that right — 15! You might think we’re trying to optimise this page for the keyword "SEO" or something... Well, maybe we are!

Consider this: if we're discussing our SEO strategy, why not target the keyword "SEO"? If this page isn't noticed after 15 mentions, we might just repeat "SEO" another 15 times. And now you're probably thinking, “Are these guys being SEOrious?" (The current count for the word "SEO" is at 23.)

Alright, those last two paragraphs are a clear example of keyword stuffing. That's a no-no, and this is the only place you'll see it! If you're feeling confused, check out our section on How we do Marketing to learn the right — and wrong — ways to approach marketing.

Paid Search

As mentioned in Marketing at Significa, our Marketing department is the new kid on the block, and we’re still defining our processes for Paid Search Media. But don’t worry — since our Handbook is continuously updated, we’ll revisit this page once everything is properly in place.