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There are three areas which SEO can be grouped by: On-page code; On-Page content and Off-page. The first two are completed by “SEO experts” and this is because the first two are things that can quickly and easily be changed. This is, of course, because on-page work is stuff that you, or your expert, can control. Change the title tags, the meta description the position of the H1 tag and you are good to go. Then make sure that you’ve got some relevant information (or content) in and around this code and Google will start seeing you in no time.

The SEO expert will then explain that search engine optimisation is a slow-burn process and that you can’t expect results overtime, they might even show you some cools stats from the Google Webmaster console to put your mind at ease. But what a lot of SEO experts won’t do, and what Google say is the most important thing, is get inbound links for you.

Link Building and off-page work is one and the same thing, it basically means interacting with people who have websites and asking if they will link to your website. Why would anyone link you your website? Well the answer is simple – to add value to their visitors experience. A blogger who writes about golf clubs would be interested in linking to the best online golf shop but they wont link to ten of them. Unfortunately this is the reason why the so-called SEO experts don’t want to get involved in link building because on how much work is involved. They have to research the blogger, to decipher the client’s USP and engage with the blogger over a long period of time to actually get the link.

Link Building is not assured no one can guarantee to be able to get links from an independent source – because that is exactly what they are, independent. But this is the defining factor between good rankings and great rankings. Between 70 and 80% of everything Google cares about related to off-page work so it is a must.

If you are looking to outsource your search engine optimisation then make sure that your expert knows how to do link building as well fancy coding or you might as well flush your money.