SEO Agency

SEO stands for Search Engine Optimisation – and it’s our bread and butter. 

Everything we deliver has years of experience and success behind it, adapting across a variety of industries to increase Organic search rankings and leave competitors in the dust.

What's Traditional SEO?

When we talk about “Traditional” SEO, it refers to a Search Engine Optimisation campaign that focuses primarily on getting one website ranking better in one country’s search engines. This typically includes Google and Bing search engines (both desktop and mobile – yes, they rank differently now)

We’re data driven. This means the work we carry out isn’t just random pieces of “finger in the air” information that we’ve read on a blog. It’s backed up with real results across a variety of industries and verticals. Our SEO methodologies have been tried, tested and refined over many years of SEO agency experience and are proven to work.

Why is SEO important?

An effective SEO strategy is important and valuable to any business because, put simply, the Search Engine Results page is where most new customers are going to discover and consider your business. Therefore, by optimising your website to rank higher in search engines you’ve got a greater chance of reaching new and highly relevant prospects.

At the end of the day, you’d be investing in an SEO strategy to increase revenue from Organic traffic (people who find your website through the natural search listings) and we’re well aware of that. Your sales targets become a pivotal part of any Mac & Hat SEO campaign.

Below are the 3 core areas that contribute to an effective Organic Search presence.

3 key areas of SEO

Technical SEO

Often neglected or simply overlooked, Technical SEO is the logical first step for any and all effective SEO campaigns. This critical step ensures that your website is in the best possible state when search engines such as Google and Bing conduct their crawls on your site and determine where to index you on the Search Engine Results Page.

Now, this process can be tedious for those who must carry it out – but we love it! One of the first things we do when kicking off a new campaign is conducting an in-depth Technical Audit of the entire site, along with its associated Google Analytics and Google Search Console profiles, to ensure that we pick up on any detrimental factors that could be affecting your ranking positions. There’s 100+ checks in total, so you know you’re getting a conscientious service that doesn’t cut corners.

Technical SEO includes a variety of areas, such as:

  • On-site optimisation – ensuring areas such as page titles and H1 headers are optimised for the relevant keywords you wish to rank for
  • Page Speed – a ranking factor which is paramount in the modern day. We ensure your website is optimised to load as quickly as possible
  • Site structure – ensuring your website’s navigation and pages are properly structured so search engines can crawl your website easier and rank you effectively in the results page

And much, much more.


“Content is King!” – a phrase often batted around these days. Yes, having good content on your website is incredibly important for increasing your website’s visibility in search engines and can form a pivotal part in any SEO campaign, but we don’t like to play favourites. We still love you, Technical SEO.

Once we’ve ensured that everything has been done to ensure your website is in the possible state for Search Engines to crawl and rank your website, our logical next step is to ensure that the content on your website is optimised for the keywords you want to rank for. At the end of the day, how is a Search Engine going to know your website is relevant without some well optimised words to support it? Ah, we love that saying.

However, just having content on your website isn’t really enough these days. You’ve got to make sure this content is written in a specific way that complies with Google’s webmaster guidelines, is properly structured and relevant to your customers’ intent to have any chance of outshining your competition.

Also, if your company fits in to the YMYL (Your Money or Your Life) category of business, such as financial services or law, you’ve got to go above and beyond to prove to search engines that you’re an Expert, are Authoritative and Trustworthy in your field. We call this EAT content for short.

At Mac & Hat, we can help you optimise your existing on-site content and create or advise new content that will rank you effectively for the search terms you deem most important.


Yes, we said “Links”. Not “Credibility!” or “Search Engine Reputation!”. At the end of the day, a Search Engine is never going to truly trust your website over a competitors’ if you can’t demonstrate a healthy and trustworthy backlink profile.

“Links” are seen as somewhat of a dirty word these days. Probably because up until 10 years ago Google didn’t really care about where a link came from, so webmasters would start rapidly generating inbound links from any corner of the internet that would accept their credit cards. Then all of a sudden, Google launched the infamous “Penguin” algorithm update which targeted websites using poor link building practices and, before you knew it, websites started dropping out of the rankings like flys.

However, without beating around the bush, inbound links to your website are still a very important ranking factor that demonstrate trust to searche engines. You’ve just got to be more genuine with how you build them.

At Mac & Hat, we conduct a detailed backlink audit as standard for all our campaigns, which helps identify and eliminate any examples of “toxic” and “spammy” backlinks to your website that send negative ranking signals to Search Engines and put you at risk of a manual penalty.

After that, we work to build high quality and healthy inbound links to your website. We ensure that each link is relevant to your business, reputable in the market and therefore effective at increasing your credibility to search engines that will subsequently improve your rankings in the Search Engine Results page.

Our SEO Process

Processes are important. Every good agency has them and so do we. They ensure all bases are covered and tasks are carried out as and how they should be. Below is our SEO process:

In-Depth Technical Audit

A comprehensive analysis of your website that ensures your website is in the best possible state for a Search Engine to crawl and rank you.

Keyword Research

Determining a list of keywords that we’ll aim to improve your rankings for throughout the duration of the SEO campaign. Their progress forms part of our monthly reports.

Competitor Analysis

Regular check-ups on how your competitors are performing compared to you across a variety of factors. Such as your search engine rankings and inbound link metrics.

Content Audit & Optimisation

Auditing your existing website content and highlighting areas for improvement. Then advising or creating new on-site content to rank your website for key search terms.

On-Site Optimisation

We’ll deliver a batch of optimised Page Titles, H1 Headers and Meta Descriptions on a monthly basis to ensure your pages are targeting the correct keywords.

Backlink Analysis

Analysing your website’s inbound link profile with a fine-toothed comb, ensuring we spot and omit any inbound links from toxic or spammy sources.

Link Building

Building inbound links to your website, all from reputable and relevant sources. This improves your credibility to Search Engines and increases your rankings as a result.


We send out monthly reports which covers a variety of areas, such as your search engine rankings, visibility, Organic traffic and Revenue/Leads generated from Organic traffic.

Ongoing Consultancy

We understand that SEO isn't a one-off solution. That's why we're committed to providing ongoing consultancy services for all of our clients to ensure sustainable SEO health.

Penalty Recovery

Now, we understand that everybody makes mistakes. Some make bigger or more mistakes than others. We’re all human. However, Search Engines aren’t and they can be very unforgiving. 

We work with websites that have been hit with manual penalties such as Cloaking, Keyword Stuffing and Unnatural Links and as a result of dropped completely or partially out of the Search Results.

Mac & Hat aid you on the road to recovery. Our approach is tailored to the type of penalty your website has received as, unfortunately, there isn’t a “one size fits all” solution for these kinds of messes. 

Whatever the penalty, we ensure your website is in the best possible state for when Google gives you another chance. You just have to promise you won’t do it again.

Fancy getting in touch?

We offer free top-line SEO audits for your business if you’re wanting just a taste of what Mac & Hat has to offer. No strings attached. Just click the button and fill in a few bits about your business and we’ll crack on.

Other SEO Services

International SEO

International SEO is the process of improving your rankings in more than one country's search engines. We can help you carry out the entire process and achieve great results in international search engines.

Local SEO

Local SEO is improving your website and business' visibility in search engines for localised search queries. We ensure your website and its associated search engine business features are following best practice.