Organic SEO

SEO, or Search Engine Optimisation, is a multifaceted digital marketing strategy aimed at enhancing a website’s visibility on search engine results pages (SERPs). The primary goal is to improve organic, non-paid traffic by optimising various elements such as keywords, content, website structure and site health.

At Rifle, our SEO service is centred around 3 main objectives:

  • Increasing organic traffic
  • Boosting engagement
  • Transparency

Our unique SEO service is built around a ‘customer-first’ mindset. This involves prioritising actions that genuinely add value to your customers, focusing on delivering quality content and user experiences, rather than pursuing tactics solely for the purpose of securing a higher Google ranking. The result is a website that naturally increases in rankings by offering a genuinely positive experience.

The first step in our process is meticulous keyword research. This allows us to align content with user intent.

User intent - A specific goal or intention a person has when conducting a search query on a search engine.

We conduct research on over 100 keywords and prioritise them based on search volume, representing the average number of times each keyword is searched for every month. This approach enables us to concentrate on keywords that we are confident will drive more qualified, organic traffic to your site.

Organic traffic - Refers to the visitors that come to a website through unpaid, natural search engine results

After completing thorough research and planning, we transition into the implementation phase of our strategy. This encompasses three key components of our SEO service:


Streamlining website structure and performance for search engine crawlers, addressing issues like site speed, mobile responsiveness, and indexing.


Optimising individual web pages with relevant content, strategic keyword placement, and meta tags to enhance search visibility and user experience.

Meta tags - HTML elements that provide information about a web page to search engines, influencing how the page is indexed and displayed in search results.


Building external credibility through quality backlinks, social signals, and other external factors to strengthen the website’s authority and improve search rankings.

Backlinks - also known as inbound links, are external links from one website to another, playing a crucial role in search engine optimisation by enhancing a site's authority and credibility.