To help you grasp the fundamentals of Search Engine Optimisation (SEO) without needing a degree in NeuroPhysics, here’s a concise look at Google’s journey from its inception to becoming a game-changer.

Search engines first emerged in the mid-1990s. These tools scanned the web, indexed pages, and organised them for easy retrieval. At the time, search rankings were determined by how frequently a specific term appeared on a webpage. For instance, a homepage mentioning "Dentist in St Albans" 15 times would rank higher than one that only used the phrase once or twice.

It didn’t take long for this system to be manipulated. Webmasters began "stuffing" keywords into meta tags, content, and even hidden text—text matching the background colour of the page so users couldn’t see it, but search engines could. This led to chaos, with users often encountering irrelevant results. Frustration grew as keyword stuffing and meta tag abuse took over search rankings. Recognising the need for change, two Stanford graduates introduced a groundbreaking ranking system in 1997, which they called Google.

Search engine algorithms are instructions that help sort through massive amounts of online data to deliver the most relevant results for a specific query or keyword. Google and other search engines evaluate websites across multiple criteria to determine their overall relevancy, which affects whether your site ranks on page one or gets buried on page ten.

For business owners, this "algorithm advantage" can sometimes feel like a hurdle. Have you ever searched for an important business-related keyword and found an inferior competitor ranking higher? It’s a common and frustrating scenario.

Here’s the good news: Google is a system driven by logic. When your website is optimised in a way that aligns with Google’s ranking criteria, it can achieve a higher placement. That’s where Search Engine Optimisation comes into play.

Search Engine Optimisation is the process of enhancing a website’s design and content according to proven strategies, with the goal of improving its visibility in search engine results. For businesses, appearing on the first page of Google’s search results (commonly called SERPs) is crucial.

Why? Because Google dominates the search engine market, used by more than 80% of global internet users. This popularity stems from two key features:
• Accurate search results
• Relevant search results

These factors have allowed Google to outperform its competitors. The engine’s evolving algorithms ensure it remains the go-to search platform for users worldwide.
The "secret sauce" lies in its algorithms, which determine which websites make it to page one and which get relegated to the farthest corners of search results.

When a website appears on the first page of Google search results for relevant queries, the benefits are significant: increased visibility, greater credibility, and ultimately, more customers.

In today’s world, where smartphones and tablets are omnipresent, people turn to Google as their first choice when searching for products or services. A Google study highlighted these trends:

• 59% of users rely on Google to find trustworthy local businesses
• Half of mobile searches aim to find local results
• 50% of users visit a business within 24 hours of a local search
• 61% make a purchase after a successful local search

Yes—and it continues to evolve. Google has moved far beyond the days of relying solely on meta tags and keywords. Modern algorithms assess both "on-site" and "off-site" factors, incorporating more sophisticated metrics to rank pages.

Off-site factors, like how many high-quality websites link back to a page, play a significant role. This change made search results more meaningful, replacing spammy, keyword-stuffed pages with content that users found genuinely valuable.

By 2005, tricks like keyword stuffing and meta tag manipulation no longer guaranteed top rankings. Today, Google uses over 200 different factors to evaluate a page, including:

• Quality and quantity of backlinks
• Time spent on the website by visitors
• Relevance of linking pages
• Age of the domain name
• Server locationSearch histories of users
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Google’s primary goal is to deliver the most relevant results for every search query, creating an intuitive user experience that often seems to "predict" user intent better than the user themselves.

Google’s algorithms are constantly evolving as the company refines its approach to delivering accurate, relevant search results. While the exact parameters remain a tightly held secret, it’s estimated that over 200 factors influence rankings.

At Digimax, our SEO specialists stay ahead of these changes by closely monitoring search trends and tailoring campaigns to meet Google’s latest ranking criteria. By doing so, we ensure that the dental practices we support achieve higher visibility and better results.

Your new website will be designed to be "search engine friendly," meaning that Google can easily crawl and interpret your content in a way that supports its inclusion in Google’s index.

However, this doesn’t mean your site will automatically rank higher in search results. For higher rankings, ongoing SEO efforts are necessary. You can explore the high Google rankings we’ve achieved for other clients through our tailored SEO packages here.

Achieving strong Google rankings is a process that requires the right combination of factors, much like any other marketing strategy. These factors include:
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• Adhering to Google’s key ranking criteria
• Operating within a favourable competitive environment
• Developing quality linksConducting thorough key-phrase research
• Crafting expertly written web content

While some websites see noticeable improvements in rankings within 30 days, those in more competitive markets may require up to a year to achieve significant results. Our monthly SEO reports provide clear, transparent updates on your progress.

No, and any honest SEO provider will tell you the same. Since we don’t control Google or its algorithm updates, no one can guarantee top rankings. A common misconception is that there’s a guaranteed method to secure the number one position in Google’s search results, but this isn’t realistic.

Google uses hundreds of ranking factors, which remain confidential and constantly evolve to enhance relevancy. The algorithm’s intricate calculations are not publicly disclosed, making it impossible for any SEO professional to guarantee a specific ranking. Companies that promise otherwise may not be upfront about what they can deliver.

Similarly, it’s a myth that a website can maintain the number one spot indefinitely. Due to the dynamic nature of search engine algorithms, this is simply not achievable.

However, a skilled and ethical SEO expert can deliver competitive and consistent results by:
• Implementing adaptable strategies
• Staying informed about the latest search engine trends
• Building high-quality backlinksContinuously analysing and refining your website
• Providing detailed, easy-to-understand monthly reports to keep you informed

Once we finalise keyword selection, the first step is to create an in-depth report detailing the onsite changes required for your website. This report outlines all the necessary adjustments to improve your site’s alignment with the selected keywords. These changes typically involve behind-the-scenes technical updates and content optimisation, including:
• Updating website titles
• Revising meta keywords and descriptions
• Adjusting keyword density within content
• Improving site structure and navigation
• Creating or optimising sitemaps

This initial onsite work is essential to maximise the impact of subsequent offsite SEO efforts. While this technical report isn’t typically sent to clients due to its complexity, it is available upon request.

Keyword research is the process of identifying phrases that:
• Are highly relevant to your business or practice
• Are frequently used by your target audience
• Are supported by data from keyword analysis tools

Choosing the right keywords is critical for standing out online. For example:
• Keyword: Dentist (a very competitive term due to its broad scope)
• Key-phrase: Dentist St Albans (less competitive due to its narrower focus)
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To further optimise your keyword strategy, internal links within your website can be formatted to include these key phrases. These links signal to search engines that certain pages are:
• Highly relevant to specific search terms
• Connected to one another in a meaningful way

This interconnected relevance helps search engines prioritise your site for particular queries. With expertly conducted keyword research, strategic placement, and an optimised link network, your website can achieve and maintain a strong search engine ranking. However, achieving these results requires regular and consistent updates by a professional.

Yes, absolutely. Once your website has been consistently ranking well for a specific keyword or key phrase over a period of a few months, you have the option to update and switch to targeting a different term. This flexibility allows your SEO strategy to evolve and adapt to your changing business needs, market trends, or new opportunities within your industry.

Our SEO service is evaluated based solely on how well your chosen keywords are performing. For reference, here are some of the excellent results we’ve achieved for other clients.

Success is measured by the improvement in a site’s Google ranking. While rankings typically improve month by month, fluctuations can occur.

Measuring performance beyond this can be challenging because conversions depend on several factors, including the website’s design, pricing, location, and how potential clients perceive the business.

Although we have clients who achieve top rankings, a realistic goal is often securing a spot within the top five results on the first page.

No reputable SEO provider can guarantee specific results, as search engine algorithms are outside of anyone’s control. However, our methods consistently lead to predictable improvements in rankings by leveraging proven formulas and digital PR strategies that deliver strong outcomes for our clients.

Our team uses an incognito browser and occasionally a VPN to search each keyword and determine its ranking position. You can also search your keywords yourself to confirm their performance.

SEO is a long-term strategy, and trying it for just a month or two is unlikely to yield meaningful results. Rankings are monitored monthly, and while improvements are expected over time, occasional declines may happen due to the organic nature of SEO.

We operate on a 12-month contract as our standard agreement. This initial contract period ensures we have sufficient time to implement effective SEO strategies, track progress, and deliver measurable results. SEO is a long-term process that requires consistency, and this timeframe allows us to focus on building and maintaining the foundation necessary for sustainable ranking improvements.

SEO is a long-term investment, typically showing results over 12–18 months or more. It has been highly successful for many of our clients, enabling them to achieve higher rankings and attract new business through organic search traffic.

However, it’s essential to set realistic expectations. SEO won’t necessarily guarantee a number-one ranking for your local search terms, nor will it automatically result in a flood of new inquiries. While these outcomes are possible, assuming they will happen immediately can lead to disappointment. Patience and consistency are key to long-term success with SEO.

Google Ads is an advertising platform designed for businesses that want to display their ads on Google and its wider advertising network.

Unlike organic SEO, Google Ads operates on a "pay-per-click" (PPC) model. Businesses select specific key phrases, and when these phrases are included in a search query, an ad linked to those keywords will appear at the top of the search results under the "sponsored results" section.

Google charges a fee for each click, with the cost determined by the competitiveness of the keyword. This cost can range from as little as £0.10 to over £10 per click, with competitive key phrases often costing several pounds.

The main advantage of PPC is the ability to gain immediate visibility on the first page of search results. However, the downside is that the costs can add up quickly, and once your budget is depleted, the ad disappears. At Digimax, we focus exclusively on organic SEO services but can refer trusted partners to assist clients interested in using Google Ads.

While PPC can be a useful short-term solution for boosting search visibility, it does not improve your website’s organic ranking within Google’s natural search results. Only the application of proven SEO strategies can achieve lasting improvements in organic rankings.

When launching your new website, we implement a detailed 16-step migration process to ensure that Google recognises the upgrade without affecting your rankings. This careful transition is designed to maintain your current SEO performance. For example, we helped London Smiles, a dental practice with a 10-year-old website, migrate without losing their rankings. They continue to rank highly for searches such as "Dentist South Kensington" on Google.

When a keyword rises to the first page in a short period, such as one to two months, it’s normal for the ranking to fluctuate and settle over time. This is an expected part of the process.

SEO is an ongoing and organic process. It’s entirely normal for keyword rankings to fluctuate, moving both up and down. Such changes are within the scope of what we typically anticipate. If we notice a significant or concerning drop, we adjust our strategies to help recover and improve rankings.

Keep in mind that competitors might also be investing in SEO to target the same keywords, which can lead to fluctuations. For example, a competitor gaining a high-quality backlink could temporarily impact your rankings. It’s best to assess SEO results over an extended period rather than focusing on short-term changes.

To monitor general fluctuations in Google’s rankings, you can check the "Google Grump" rating at www.accuranker.com/grump.
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‍Google Grump Example:
• Furious: High volatility in rankings, likely due to an algorithm update.

If your practice is based in Chiswick but you want to rank for areas like Croydon, we generally don’t recommend this approach. Patients are unlikely to travel long distances, and Google may take considerable time to recognise your site as relevant for searches in areas far from your location.

It’s best to focus on dominating your local area first. Targeting locations outside your practice’s geolocation can yield mixed results, with both successes and challenges.

We believe in steady, sustainable growth. Aggressive SEO tactics can lead to penalties from Google, which could harm your rankings.

For new websites or those without prior SEO work, we recommend starting with our most basic package. Jumping to a high-intensity SEO strategy too quickly can put your site at risk. Our goal is to prioritise your long-term success over short-term risks.

One of the primary costs of effective SEO lies in the time required for an experienced team to carry out essential monthly tasks. At Digimax, our approach focuses on building an online presence that creates a “buzz” about your business, ensuring Google takes notice and subsequently improves your rankings.

Companies that offer exceptionally low SEO fees often lack the capacity to dedicate enough time to these crucial monthly activities. This can result in minimal or no improvement in your rankings and may even indicate the use of unsafe SEO practices.

At Digimax, we’ve conducted extensive research over 48 months to determine the precise amount of time and resources needed to rank a specific number of phrases safely and effectively. This analysis allows us to structure our keyword packages in a way that maximises results while keeping costs as low as possible. Our goal is to deliver impactful SEO campaigns that achieve measurable success, fostering long-term and reliable client relationships.

Unfortunately, we occasionally encounter cases where clients previously paid less for SEO services, only to find that little to no meaningful work had been done. In such instances, their investment was effectively wasted.

Each month, we provide you with a detailed SEO report prepared by our team to give you a clear and transparent view of your rankings. Our pricing structure is designed to offer maximum value while keeping costs as low as possible. Because of this, regular phone calls or in-person meetings are not included as part of our standard SEO package.

That said, we’re always happy to speak with you or arrange a meeting at our office in London Marylebone if needed.

We genuinely believe in maintaining strong communication with our clients.

In some cases, previous SEO work may have involved unsafe techniques, which could lead to issues like penalties from Google. These penalties can vary in severity and are sometimes difficult to identify.

If we notice unusual responses to our usual SEO efforts or if your rankings don’t improve as expected, we may recommend using tools like www.linkdelete.com to remove harmful backlinks created in the past. We can handle this process for you if needed.

In many instances, this approach has successfully resolved ranking challenges for websites impacted by unnatural link-building practices. Over time, it can help improve rankings and restore trust with search engines. More details can be found on the link above.