SEO – Search Engine Optimisation has become so important, it’s impossible not to include SEO as part of the promotions mix.

JWPM – Industrial Strength Marketing provides search engine optimisation (SEO) services. With a focus on digital lead generation for business-to-business clients (B2B), utilising the latest tools and techniques.

Developing an Search Engine Optimisation strategy is a fundamental part of your company’s digital marketing mix. Effectively lubricating your sales funnel so quality leads slip right in.

Your B2B SEO Strategy will provide improved brand awareness, increasing website traffic. While also increasing the quantity and quality of leads. Leading to more customer enquiries and a boost in sales.

Ready to jump right in?

Here is a shortcut to JWPM’s SEO Services:

jwpm seo services graphic

Or read on… and learn some of the key factors we consider in creating a winning SEO campaign.

Happily, SEO is organic and non-paid

Proper SEO will see your content ranking highly in search results. Meaning people searching for your goods or services can find you and your content, when they need it. Increasing brand awareness and quality website traffic, all without paying for advertising. And, there is clear indication people conducting online searches perceive organic search results as having credibility than paid search results.

Whereas PPC (Pay Per Click) or Paid search engine results – while still capable of producing results – requires continuous funding and can result in junk clicks.

SEO is the house you build and own, whilst PPC is the house you rent.
seo and ppc graphic

Breaking down Search Engine Optimisation

SEO (Search Engine Optimisation) is not a short term project,
it’s a long term commitment.

It requires a balance of nuanced strategy and ongoing commitment. Bolstered by an understanding of the techniques – and there are many – to implement it well. This isn’t a set it and forget it style campaign. But it is worth it!

Why is SEO important?

SEO is important because organic search results:

  • Cover more digital real estate
  • Have more credibility in the minds of searchers
  • Receive more clicks than paid advertisements – see figures
  • Account for an estimated 20X more website traffic opportunity than PPC on both mobile and desktop, when compared with paid advertising (SEM), social media and other online platforms

Digital literacy is rapidly increasing along with a healthy dose of scepticism. We all know that the internet is an ad selling machine. Anyone and everyone can pay for an ad but that doesn’t guarantee they have the expertise.

If your website frequently ranks well in searches relating to what potential leads need. You’ve earned credibility. You clearly know your stuff.

SEO also requires us to think about how people search. Not everyone goes straight to the ‘all’ tab when doing a Google search. In fact, more than 90% of searches are attributed to Google Images, Google Maps and Youtube.

Strategic SEO will ensure your content, where relevant, will appear in these searches also.

Our SEO (Search Engine Optimisation) services sit within a solid marketing and business development knowledge.

The primary SEO targets

Your ideal audience – and their intent

For best results, you want to be very clear on who you are targeting and the search terms those people are using. Along with the type of content they wish to consume e.g. insightful blog article, how-to guide or product listing.

This is particularly important in B2B marketing as technical language and correct terminology play a large role, your keywords will likely be highly specific. As your industrial marketing specialists, we have this covered. Link somewhere fun

Most SEO service providers and content writers find it easier to work on B2C (consumer) projects because, well, we are all familiar with consumer products. However, writing for B2B requires an SEO agency that isn’t phased by technical products and services. Using the correct terminology is critically important for both capturing online searches and engaging the potential customer.

At JWPM we specialise in technical products and services.

Search Engine AI

Speaking your audiences’ language is one thing, speaking search engine is another. You need to know both. Properly structured content allows search engines to easily crawl your page so it can be ‘indexed’ -added to Google’s vast files- and increases the probability of being displayed in search results.

In the vast oceans of the internet, your ideal audience and your content have the potential to be ships passing in the night. Search engine AI has the potential to shine a guiding light that brings them together.

SEO Needs Overview

As awareness of SEO for effective digital marketing increases, so does competition.

Technical structure alone will generate website hits and a decent ranking. Producing content that is not only worthwhile but also provides a great user experience is the key to staying on top.

This is best broken down by Mozlow’s hierarchy of SEO needs:

jwpm seo hierachy of needs graphic
  1. Crawl accessibility so engines can read your website
  2. Compelling content that answers the searcher’s query
  3. Keyword optimized to attract searchers & engines
  4. Great user experience including a fast load speed and compelling UX
  5. Share-worthy content (high quality) that earns links, citations, and amplification
  6. Title, URL, & description to draw high CTR in the rankings
  7. Snippet/schema markup to stand out in SERPs

How Search Engines Work –
Crawling & Indexing, SERPs & Ranking Factors

Crawling & Indexing

The ‘Google Index’ contains hundreds of billions of web pages – pages that have been reviewed by Google’s crawl bots. Gathering information by going from link to link to bring data to Google’s servers. After crawling is complete, the results get compiled into Google’s Index.

This information is then drawn upon to provide users with the content that best matches their search query.


serp search engine results on a phone

Search Engine Result Pages — ‘SERPs’ — are Google’s response to a search query. These are the pages you’ll find under Google’s primary tabs; All, Images, Shopping, Videos etc.

Each page is made up of result blocks, website listings, shopping tiles, image thumbnails etc – filled with organic search results and paid Google ads. The result blocks are arranged in terms of relevancy to the search query, this is known as ‘ranking’.

Google’s status as a giant of information relies on its ability to match users effectively and efficiently with the content they’re looking for. If users can’t find what they want, they’ll go elsewhere. Google doesn’t want this. By preparing Search Engine Optimised content you’re assisting in improving the quality of Google’s SERPs.

And there are benefits to this beyond higher search results.

If your content has proven to be particularly helpful or relevant to a search query you could be rewarded by being further highlighted in an SEO Search feature.

campaign performance visual

Ranking Factors

A ranking factor is the criteria that a search engine uses to decide the best ordering of relevant, indexed results of pages returned for a search query.

Hitting more criteria means you are likely to reach number 1 on a SERP.

It’s Google’s mission to provide the most relevant and reliable information. Consequently, there are regular nuanced updates to its ranking algorithm and how it provides search results.

In 2006, Google announced it was using over 200 ranking factors.

Google keeps the exact details of these ranking factors close to their chest to maintain competitive advantage, and to stop people gaming the system. Occasionally they are explicitly confirmed, but generally there is much debate over which factors are the most important.

We can deduce the qualities typically used by well-ranking pages, but this does not necessarily mean that those qualities are ranking factors. Still, it is important to know what they may be. You’ll often find top 10 listings from industry authorities.

However, the broad principle is “put yourself in Google’s shoes” – if you wished to maintain your position as the search engine that delivers the most relevant and useful search results, what would you be looking for?

An example of a top 10 Google ranking list from an industry authority:

  1. Content that provides valuable and unique insights.
  2. Content that covers a topic in-depth.
  3. Organic click-through rate
  4. Keywords in H1
  5. The content’s length
  6. Website domain authority
  7. Total number of backlinks from relevant sources
  8. Page loading speed via HTML
  9. Mobile usability
  10. Over-optimization

Part of our job as SEO consultants is to keep our finger on the pulse of these discussions.

Listening to the whispers around Google ranking factors and separating fact from fiction.
Allowing us to ensure we can provide clients with the best possible outcomes.

Some examples of SEO SERP features:

jwpm local teaser pack

jwpm news serp results

jwpm shopping results serp results

jwpm site links serp results

jwpm video serp results example

jwpm people also ask serp result

jwpm local pack serp result

jwpm knowledge card serp results

jwpm in depth article serp results

jwpm image pack serp results

JWPM is your Industrial search engine optimisation agency.

Introducing JWPM’s SEO Services

  • Keyword research and search term research (translating your content so it speaks to both searchers and search engines)
  • Site audits
  • Competitor research and ranking
  • Website SEO optimisation
    • Title, URL, & description to draw high CTR in the rankings
    • Snippet/schema markup to stand out in SERPs
    • Great user experience including a fast load speed and compelling UX
    • Crawl accessibility so engines can read your website
  • B2B SEO Strategy
  • Content creation and writing (Developing compelling content that is relevant and share worthy. Earning links, citations, and amplification)
  • Backlink checking
  • Analytics

See also our Search Engine Marketing [SEM] services.
Our SEO services sit within a solid marketing and business development knowledge.


We’re not into SEO tricks

We follow industry standards and recommended guidelines such as Google’s Webmaster Guidelines.

“Great results, fast!”
With SEO, it’s too good to be true.

High performing SEO takes time and effort.
Flashy results can be achieved quickly with Black Hat SEO. Techniques used to quickly gain search rankings by breaking search engine rules. But these are ultimately detrimental to your website. Sometimes irreparably.

We prefer White hat SEO; approved search engine optimisation tactics that increase a website’s position on a search engine results page (SERP). Long-lasting, safe and effective.

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