The SEO process for a site will differ for so many reasons and from client to client due to many factors. Each campaign is bespoke and tailored to your business and niche.
Below is a typical SEO campaign overview.
Step 1 – Analysis
This actually splits into two very important areas…
The initial stages of every campaign is key to allowing us to set a baseline from where we can watch organic growth, and to measure what your clients are also doing. Competition analysis isn’t to be seen as spying though – it just allows us to gauge what work will be required for you to compete with them in the long term.
Step 2 – Campaign Setup & Structuring
SEO used to be very straight forward, if you wanted to rank 1st for a given phrase. Today, it is much more in depth, with tools and procedures that will give us the best possible chance to initially find site or structure issues, set up reporting, campaign management, Analytics, Google Webmaster Tools, keyword analysis, page use tracking and anything else that is deemed appropriate.
Once everything is in place, we then have a solid route to begin the on-site SEO.
Step 3 – On-Site SEO
Let us assume that any site issues have been addressed and we are now ready to begin carefully crafting each page. This is the stage where we will begin to introduce new keywords into the site, update old ones and ensure each page has a range of words that closely matches the page requirements so as not to fall into the trap of duplication / cannibalisation. Through the use of synonyms and keyword expansion, your pages will come alive.
We will also analyse the content of the page and ensure that is well written, articulate, compelling and factual. Neither Google nor a visitor want to read ‘waffle’. Someone will come to your site for a product, service or information – they don’t want to be met by poorly written pages that never seem to get to the point.
We would also look for opportunities to create an internal linking strategy to help bring focus to specific phrases in Google and further boost search positions.
Step 4 – Content Strategy / Building Linkable Assets
Content is still king, and will continue to remain so. There are so many benefits from so many angles, that if ignored, you might as well accept that you will limit how far any SEO campaign is going to take you. It is that important!
Be it the introduction of new internal pages or blog posts, any way to get great new content to the masses, is going to be beneficial. However, this doesn’t mean you can write anything and hope that is will suffice, because it wont. We can help guide you through this process and between us, come up with exciting and compelling content that people will want to read, share and link to.
One major benefit of great content, is that it can become a powerful ‘linkable asset’ – something that people will want to link to from their sites.
Step 5 – Link-building and Outreach
Along with content, this is equally important to Google as it will show just how popular your site is. A link from a site can be very powerful, as long as it is gained with care, whilst following Google’s guidelines. A link from a prominent site can also be a fresh source of visitors and traffic, so it is important to make sure these come from the right sites.
As mentioned above, no-one is really going to give you a link for no reason – you have to earn it. This is where linkable assets come in to play. You might create a useful new industry tool, conduct some research or decide to look at ego-bait (talked more about in Link Building). This then becomes a linkable asset and is used when conducting outreach and announcing your new work to key players.
Step 6 – Analysis & Reporting
After all steps have been completed, it is time to take a step back and look at the results. Reports will be compiled that allow for in-depth identification of wins / losses / areas for improvement, before starting on the stages for the next month.