The world of SEO is changing, and there are now new abrasions to describe the services digital marketing companies now offer. For example, there’s GEO, or

Generative Engine Optimisation). Sometimes this also referred to as optimising for the LLM’s, that’s large language models, which ChatGPT is a good example of.

Then there’s AEO, or Answer Engine Optimisation, which means that when people want a quick answer, such as “where’s the best eat as much you want restaurant near me”- because you’re a bit peckish, well then, the answer can appear as AEO. This is also called AI Overview answer as it appears at the top of Google’s results as a direct answer. Here a citation is often noted, this is beneficial to the business that gets cited, because well you can draw in more customers who want to check our what buffet offerings you are offering.

When it comes to GEO and AEO, there’s now so many platforms to optimise for. There’s Gemini, Claude, Grok not to mention Perplexity. We can imagine that for some SEO consultants this would put them into a spin, they may not know where to start optimising for the various LLMs.

Here at Walsh & Partners we know that when the foundations of good white hat SEO are in place, this then lends itself to the GEO and SEO being strengthen as well.

The reason for this is simple, the LLM’s such as ChatGPT learn from existing pages and blog posts. Therefore, if you are already publishing content marketing that’s truly helpful and useful to shoppers, you stand a much better chance of appearing in the LLM’s as well.

For a multitude of businesses, they rely sometimes solely on their online presence to generate new leads and enquiries. Therefore, without say having high organic rankings, well no one is going to buy from them its as simple as that.

Therefore, lead gen can broadly be split into three categories, local, national and international.

As you can imagine, getting a business visible globally that’s mighty hard work and requires more time.

However, SME businesses more often than not just want to sell goods and services locally.

This is often referred to as local search engine optimisation, and this is where local SEO can feed in new leads into your inbox.

The simple matter is, our level of experience means that we are quite simply head and shoulders above some other agencies. 14 years’ experience of how Google’s algorithm works now means, well we know what works and what doesn’t. Again, is this a fast process?

No, it’s not.

The work has be very high quality today if you want to climb Google’s organic ranks.

However, imagine being ranked number 1 in your city for a search term that potentially thousands of people are asking Google per month.

Let’s say, local dentists, solicitors, builder, it doesn’t really matter what business it is, if your at the top, your going get more leads its as simple as that.

Online lead generation, means that our team will need to improve your businesses organic search visibility. Then the work doesn’t stop there, you might think, that when you get a flood of shoppers to the website, that’s our work finished with.

However, it’s not because of CRO, that’s conversion rate optimisation.

This means that we need to consider the web design and the advice on the page.

For example, is the page designed to convert customers?

Does it offer the advice they need to make a buying decision?

Or are there a large number of shoppers just leaving, going elsewhere because the page doesn’t answer their question.

Therefore, SEO needs to be combined with CRO, which means how can get more shoppers to buy goods and services from you once they have landed on the website?

Lead generation using organic or local SEO, means working on improving where the business ranks in the search engines, such as Bing and Google. This way, if done right you can send over loads of free organic victors, then using CRO turn those visitors into potential customers.

This process is different from using Google AdWords, instead, SEO builds and compounds over time. This means strengthening the businesses Google EEAT and getting the business to rank higher for a whole range of different keywords. This can run complementary to paid advertising, such as using Google AdWords, so you can have the two working together to funnel in leads if you so wish.

Any business where their clients or customers find them online can benefit from lead gen SEO. This can range from cosmetic dentists, through to solicitors. Its all about making sure your business is ranking high in the organic results for as many relevant keywords as possible. This could range from teeth straightening, to I need a divorce lawyer.

Therefore Walsh & Partners work with you, to get your business to rank higher, for what are referred to as the “high volume keywords”. These are the keywords that most customers type in order to find your businesses services and also the products that you retail. This is not a straightforward process, neither is it a one-off process.

We are the experts at this process, we get to know your business, its products and the services that you offer. We then write guides, buying guides, and also evergreen content marketing to help attract more visitors. We strengthen this work with building links, plus also making sure the technical SEO is completed right as well.

We simply help bring more shoppers to your business.

Using Google Analytics, as well as Google Search Console, in combination with Ahrefs we gain insights into what your customers are typing to find businesses like yours.

Then we swiftly turn to our content marketing team to come up with a content calendar.

We want a road map, an idea of what to write about and when. Then we use all our accumulated knowledge and wisdom to optimise the on-page SEO, sort out any technical SEO issues and get you rising up Google’s organic ranks.

Are we good at this?

With 14 years’ experience, we are one of the best organic SEO agencies in the country.

We therefore conduct keyword research, and look for weaknesses in your competitors SEO strategies.

For example, perhaps they have not opted to optimise for one keyword, well neglecting another.

We can exploit these weaknesses in their content marketing and on-page SEO strategy to bring about faster results.

This is why here at Walsh & Partners, we always say to be a good SEO, you need to be good at business, and be commercially aware. This means, getting a good solid understanding of the business, its products and services, so that you can look for opportunities to drive up sales that perhaps the competition has missed.

There are a huge number of ranking factors, in excess of 200, ranging from say alt text through to a H1 tag. Now imagine, for a second, a rather enormous e-commerce store and the colossal number of pages.

This means that agencies have a huge amount of optimisation work to do. We can therefore come up with a content strategy, a link building strategy, and whether work is required to say lower bounce rates.

Regardless of the business, whether you’re a lawyer or run a construction business, you need a content strategy.

This means analysing the questions shoppers ask at the different buying stages.

If they are shopping on price, then this means that they are likely to want buy item fairly soon. Such as washing machines under £500 shows strong buying intent right now.

However, if they asking Google can I turn my washing machine on and off from my smartphone. Well, this might just be someone researching the idea, of getting their clothes washed just before they arrive home.

Optimising for keywords often requires a balance to be struck.

The reason a balance is needed, is if you shoot for the stars, go after the keywords that are the most competitive, well this can take quite a while to achieve.

On the other hand, if you go for the long tail keywords, sure there less competitive, but they drive less shoppers to the website.

Therefore, keyword optimisation requires a balance. That is go after the really commercially important keywords, however also have a plan of how you can bring in shoppers in the shorter term.

This means blending long tail keyword optimisation, with the more the keywords that will drive more shoppers.

For a website to be a lead generation powerhouse, well you’re going to need links.

Not rubbish spammy links.

Your going need top quality links, backlinks which are highly relevant, built according to white hat methods. Then you get link equity coming in from potentially high authority websites. These could be well known bloggers, other companies. This then can help to strengthen your business backlinks.

This can help the business to gain very strong backlink profile, which can help to improve organic search engine optimisation.

We can help to work out what could be putting off visitors from buying from your business. This could be for a whole range of reasons, for example the e-commerce website might be slow, or let’s say it’s just extremely difficult to sort the thousands of products down to a more manageable selection.

Therefore, a business’s high bounce rate could be caused by a wide range of reasons.

We have worked with a tremendous number of businesses, that simply want to generate more leads in the city in which they are based. This is sometimes called local search engine optimisation; however, it could also be called local lead gen.

When you combine the power of local search engine optimisation, with a well-designed website you can capture a lot more leads.

We are the experts at this process, the reason being is we have extensive experience in this area. Whether it’s optimising a company’s Google Business account, or creating multiple NAP listings, to reinforce the businesses store location in that city, our team have great amounts of experience when it comes to local SEO.

When you combine easy to fill out contact forms, on say the homepages and other key pages, you can start to generate a lot more leads.

Sometimes, when our rather brilliant team get presented with a new project to work on, we find that there’s one glaringly obvious problem.

That issue is, the website simply does not have good page structure.

Some of the main services for example may all be grouped and bunched together.

Well, this makes optimising for the different services much harder. Its best practice to set each service out on its own dedicated page. Then you have the space to say optimise the meta descriptions and page titles separately. Otherwise, well Googlebot can get confused as to what the purpose of that page is, in terms of which product is it selling?

Therefore, sometimes we create landing pages, this is so that each main service that is offered has its own page. Then we can optimise the on-page SEO, making that page a landing page for that service.

Keyword research needs to be carried out if the lead gen strategy is to be successful. For example, you need to work closely with the business to find which products or services need to be prioritised. Then a strategy needs to be implemented for content marketing, writing, and link building.

Then when those keywords get on page one of Google, you can concentrate on promoting another set of products.

However, because there’s often so many products or services to promote, there needs to be ongoing work.

We use keyword research tools, such as Ahrefs, SEMrush and Moz Pro.

These are essential for writing buying guides, for writing landing pages, and for optimising key pages such as the home page. Without the copywriters being armed with this knowledge, you could be missing a massive business opportunity. For example, you might not be optimising the website for the main keywords, which means, that you could be missing out on shoppers.

You could be writing 3000-word buying articles, getting links from the best businesses, yet what if Googlebot can’t index the page? Well, in short, if Googlebot can’t read the page, which is called “crawling and indexing”, then it will never rank on page one of Google (organic results) . Your business will also never appear in the AI Overviews.

Therefore, getting the technical SEO, in terms of making sure your website can get indexed, is essential.

It’s crucial that you use that crawl budget wisely as well.

Don’t for example, waste your crawl budget, on say a ton of 404 page not found pages.

And don’t waste your crawl budget, on pages which are redundant such as old stock pages which haven’t been redirected.

Instead, make sure that your technical SEO is strengthened. Do this through keeping an up-to-date robot.txt and XML site map. Use Screaming Frog to run SEO audits, fix broken links, such as 404 page not found. If a page is not commercially important, such as the WordPress login page.

Therefore, the best digital marketing agencies know where to direct Googlebot. You want to maximise the crawl budget, that’s because Google only has a limited time it can spend reading pages, and looking for page changes.

Therefore, don’t waste your crawl budget on old obsolete pages, such as a product page that is retailing a product you haven’t sold for years. The best SEO companies, therefore make sure that the crawl budget is being managed, through adding clear no-index and index instructions into the robot.txt. Keep the XML site map up to date, as this shows Googlebot which pages and posts exist on the page.

Therefore, part of an agency’s role is to fix any indexation issues. Using tools such as Screaming Frog, these will flag any broken links, so that they can be fixed.

We are one of the best and most experienced SEO agencies in Cardiff. We work with businesses on a monthly basis to improve their local SEO. The agency is owned and run by Ryan Walsh who is known as one of the best in Wales. Call us on: 029 21 761777 and our team are here to help you.