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SEO and the Four Pillars

  1. Technical SEO – how well your content can be crawled and indexed
  2. Content – Recent and relevant content. 
  3. On-site SEO: The optimisation of your content and HTML
  4. Off-site SEO: Building presence to ensure Google notices you. 

Technical SEO

Technical SEO is all about ensuring that a search engine can read your content and explore your website. This is normally taken care primarily by your CMS (Content Management System) and tools such as Screaming Frog and Deep Crawl can explore your website and highlight any technical issues you may have.

The main areas to consider for Technical SEO is: 

  • Crawl. Can a search engine explore your website easily?
  • Index. Has it been made clear what pages the search engine should index and return?
  • Mobile. Is your website responsive to mobile?
  • Speed. Fast page loading times are of key importance in keeping your customers happy. 
  • Tech. Does your website use search engine-friendly tech or CMS for your website?
  • Hierarchy. Have you looked at the way your content is structured on your website?

If you are using WordPress for your website, your technical SEO can be ticked off your list quickly. If your website is bespoke with millions of page, then technical SEO will be much more important to you. 


Your website essentially is a empty box for your content. Your content tells visitors to your site what you do, where, who you have done it for and why they should consider your business and even in some cases help customers achieve their goals.

Your content can be broken down into these categories: 

  • Service content. What you do and where you do it. 
  • Credibility content. Why someone should interact with your business. 
  • Marketing content.  Content that helps positions your business in front of competitors. 

SEO is often forgotten with credibility content like reviews, testimonials and case studies. These are features that will get users to interact with your business. You should ensure that all your content is optimised including case studies, portfolio entries and testimonials. 

With a solid content marketing and SEO strategy you can scale your business and promote your business to a wide audience. And this is generally the best ROI as there is no cost per click. This isn’t the best way for every business however. 

So overall ensure that you optimise all content across the entire user journey and determine whether content marketing via organic is a good fit for your business. 

On-site SEO

Ensure that your website is well optimised as a whole and on each page. You need to ensure that your content is laid out in a well structure hierarchy. 

You should focus on: 

  • Keyword research. Understand what your target audience is searching.
  • Descriptive URLs. Ensure each URL is simple and describes that page.
  • Page Titles – Use keywords within page titles.
  • Meta Descriptions. Add meta descriptions to drive clicks. 
  • Content Optimisation – Use keywords and variations in page copy. 
  • User Experience (UX) – Ensure your suite is easy to navigate. 
  • Calls to action – Make it easy for your users to know what to do. 

You should take time to consider who your users are when optimising your website. If you are a local business then local SEO is important, and your address and location are crucial optimisation marks. 

Off-site SEO

Off-site SEO involves link building, links are a major component to developing strong organic rankings. You should connect what should be connected. 

You should make your sure you build links that make sense, ensuring that your content that deserves a ranking has a relevant link to it. 

The JA Creative Studio team are specialists within SEO,  get in touch with JA Creative team today!

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