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Before you begin to budget for off-page SEO, it is important to make sure what you are doing on your site is as optimised as it possibly can be. It’s all very well building up your rankings through online directories, back linking and social media, but if your content and site structure is not adequate Google will not rank you. This is why first of all you need to conduct an SEO audit.

The first and easiest aspect that can be inspected about your site is the quality of its content. If your website does not interest your users and answer the questions they have then people will be turned off instantly upon entering it, regardless of where it ranks. This will have a long term detrimental effect on your search engine ranking. You should look out for any duplicated content on your site, which can be easily done on larger sites. Each page needs to have its own unique content, if not the ramifications for your SEO can be severe.

Equally you need to pay attention to the frequency and use of your keywords in your copy. It is vital that you have included certain terminology and keywords in prominent places on your website. This will enable Google to scan your site to be shown for the search terms you desire. However you need to be careful – keyword cramming is something Google are wise to, so ensure that your copy flows and makes sense, rather than filling it up with as many keywords as possible.

Finally, an SEO audit should scan and amend all broken meta tags, keywords and descriptions as well as H1 and H2 tags. Create an SEO checklist and run through it. Only then should you actively look to partake in offsite SEO.

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