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The 4 Fundamental Pillars of a Successful SEO Strategy

If you’re a business owner, SEO can often appear to be an overly complex and confusing topic. There’s a huge amount of confusing data, multiple variables and many different technical terms to try to get your head around.

Kelly Pierduta (Posted 6 months ago)

Unless you know what you’re doing, it’s quite easy to feel lost or even overwhelmed.

That’s why today we wanted to explain more about SEO, breaking down the different areas into what we call the ‘Four Pillars’. We’ll explain each of these in turn and explain how they can benefit your business.

1. Technical SEO

Technical SEO focuses on making sure that search engines like Google can find everything on your site. It makes sure that everything is running on your website as it should be to provide your customers with the best possible experience.

It also ensures that your website is mobile-friendly and secure with optimal page load times and content structure and that there are no dead links or duplicate content. Any technical SEO problems that we identify can easily be fixed to ensure your website performs highly.

2. Content

Whilst technical SEO helps direct the search engines to your website, it’s the content that explains what is on offer. This includes all types of content including blog posts, articles, case studies, downloadable pdf files, videos, images, and so on. No solid SEO strategy can exist if you’re not optimising your content for SEO.

Why? Because by providing SEO optimised content, you’ll engage better with your customers, provide them with value and help optimise their experience on your website.

It also demonstrates your credibility, your expertise and depending on the content you include, provides some social proof. When you can do all this, you’ll boost your search rankings and increase conversions too.

3. On-Site SEO

On-site SEO (also known as on-page SEO) deals with the optimisation of your content and HTML. By looking closely at both your website as a whole and each individual page, you can optimise it for search engines and readers.

By doing so, you’ll be more likely to attract your ideal client and make those valuable conversions. This is a relatively straightforward process and involves;

Keywords in strategic places like the title, H2 headlines, in the first paragraph, etc.

  • Descriptive URL
  • Meta titles and descriptions that encourage readers to click
  • Strong calls to action
  • Readability
  • Local SEO (if applicable)

4. Off-Site SEO

To build a successful business, you need to continually demonstrate your authority and expertise in your field with the aim of attracting new converting customers.

Off-site SEO (or off-page SEO) allows you to do exactly that via strategically building links with other businesses. By connecting with authoritative sources in an authentic way, you’ll also add value to your readers and encourage them to click that ‘buy button.


By using a well-thought-out combination of on-page SEO, off-page SEO, technical SEO, and content marking, you can create a strategic SEO strategy and build a stronger future for your business. Find out how we can help by contacting us today.

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Kelly Pierduta
Kelly Pierduta

Kelly Pierduta is the Managing Director of Accentuate Ltd and a Contributing Editor to publications on SEO, UX/UI and branding across the UK.

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