Let US Work Out Your Search Engine Optimisation Strategy
Do You Want More Customers To Your Web site?
Do You Want a Better Engagement?
But Don’t Have A Comparative Corporation Budget?
Working out a SEO strategy that takes on the bigger and more developed sites is the key to more sustainable results. No black hat or risky solutions, just an honest comprehensive plan involving all sectors of technical, content, structure, conversion and engagement, beyond what any "Free Review of your site" would give.
This Is What We Do FOKM
A SEO strategist will every morsel of search positivity, to overcome those budget restraints that maybe your bigger companies don’t have. You may not be as strong, so our strategy has to be "more clever".
Google insists it uses over 200 aspects of its algorithm to decide the ranking of any site for any search term. Quite frankly this is too simplistic, because every one of these 200 plus measurements is then broken down into sub areas.
Read more at my personal website Mark Flanighan.
I set out a unique designed strategy that focuses on as many of these measurements as possible, to improve your online visibility. A clear blueprint to follow.
Before I Start: The Real World Of Quicker Rankings
The quickest way to better rankings is attaining good relevant back links that hold authority achieved in a natural and balanced way. Google would like to think that a good web site would attain back links naturally so long as you add great content.
This just isn't how it is in the real world, do any back link check on a competitor with good rankings using Majestic, Moz, Ahrefs or any other respected tool and you quickly notice, this is not how your richer competitors are doing it. Their policy is to aggressively go out to attain links using grey hat buying link techniques, which could be labeled as “Honest Marketing”.
Examples are paid sponsorships for website's; discounts offered to students on university sites, banner advertising on online newspapers, quality directory listings, offering free products to website owners in return for a review and link the list goes on. All these scenarios cost money that can add up to thousands a month. Maybe even 10s thousands a month for certain project search terms and niches.
Let’s be frank! If you have that kind of budget and can get a return on investment for it, then this is the procedure to follow.
But If Your Monthly Budget Is Less Forthcoming Then Continue Reading
To compete with these big boys we need to have a smarter approach, have a site that is fitter than theirs, quicker than theirs, easier to use than theirs, more engaging content again the list goes on. By planning to focus on every last bean of Google good will, you can have a project that will rank on the first page, for a sensible outlay, rather than a damaging one.
This is not something you can write down on a beer mat or think “Oh Yes I must remember to that tomorrow”, it needs to be a comprehensive plan with working documents and measured actions.
But let us summarize here what is involved.
Health Audit: Is my Website Fit For Purpose?
If you were intending to take a long drive somewhere, you wouldn't do it without at least making sure the vehicle you were driving was capable to get you there, quickly efficiently, safely and comfortably. Well it is no different with your website, so the first thing that is needed is a detailed internal health audit, to decide if your website needs a complete service or just a top up.
The Google Search Console is a good place to start with this, looking for html issues, broken links, geography, index issues, (only a small amount of examples) in short the technical aspects of your site, there could be so much wrong here or right.
It is worth mentioning, that each one of these issues by themselves may make little difference to how Google sees your site, but when many issues combined are fixed and recognized as being fixed (may take a bit of time), this is when search visibility can improve.
Lets Decide Where You Want To Go
Where are your customers, how do they search? Are they local, regional, nationwide or worldwide? Do you offer, considered purchases, instant purchases, "get more information" call to actions or are you building a brand as the priority? What direction your business plan is going will decide what blueprint to use as there are different strategies for local search compared to national, considered sales etc.
Let’s Analyze Your Competition
We will never know everything that is going on with your competitors (as we will not have access to their analytics or search console), but there is a lot of information out there.
By understanding their back link profile, social media interaction, how much new and fresh content they add each week and just how good their site is to navigate will give us a starting block to just how hard we will have to work to compete with them.
The strategy to compete will be based on how strong the competition is and where any weak areas may be. What is your “Unique Selling Proposition” or USP that will make you stand out above the rest for example?
Lets Look At Your Content
Recent research shows that the top performing pages have a word count of over 1500 words. This content needs to be highly relevant and offer your readers a solution or give useful information that engages them.
An audit on where you on page content really stacks up to, compared to the competition. Does it actually market your products? Is your content “Evergreen”, “Current” “Trending” or just “Out Of Date”?
Are you sure your content (for example your blog) is actually working for you. Is there any real value in what you have already written and published? What kind of search terms is this being found for? What are the bounce rates?
A strategy of how regular you update your content and to what standard will be agreed.
Lets Look At Your Analytics
How your customers interact with your site affects ranking and visibility. There is so much data to look at here and will form a critical part of what to work on from retention times, click through rates and conversions.
Remember a 2% click through rate that rises to 2.2% is a 10% increase in visitors and potential sales. Your “Search Console” can also deliver analytical information, that when read correctly and worked on, can change the productivity of your online property.
What Is Your Back Link Profile?
OK we are finally looking at your back link profile and does it help you or hurt you. Penguin update 4.2 suggested that poor back links will no longer be as toxic as previous version of the Google Penguin update.
This doesn't mean poor back links now have a positive value and you should not take these as seriously as before. But the tactic is to identify any link opportunities out there that you have been missing out on. Or maybe there are some back links that should be removed or disavowed as they are harming an otherwise good profile.
A strategy to gain back link is critical in any SEO campaign. However this is not as easy as it was 5 or so years ago. It is not about numbers, it is about relevancy, authority and quality.
I will create one that will fit in with what is actually achievable in house and what you may have outsource.
Finally Lets Socialize Our Media
Finding potential customers and engaging them via social media can not only bring new customers to your website, but also help with your rankings. Creating content that people want to share, can dramatically take your site to another level.
There is only one thing worse than not using social media (for most businesses) is to have Facebook, Twitter, Instagram or more sites that have not been updated for a long time. Outdated content, tells your customers that nothing exciting or interesting is happening in your business.
Let’s have a Social Media strategy that keeps your customers interested and engaged to the point the will share your posts.
Complicated Procedures Or Just Keeping It Simple?
Remember we are creating a strategy that compensates for spending the big bucks on back links, which most digital agencies do. This means we need to work at a level higher than the competition to get any Google reward. It requires a good design and commitment, then once many actions have been completed, we can change the approach to an occasional check. The plan will include some daily routines will need to be in place.
I will break the strategy down in to simpler bite size chucks that can be delegated out internally, or you can decide what you want to outsource.
Remember many of these processes by themselves will make little or no difference, it is when many are completed together you will see the difference.
How long Before Changes Take Effect?
It is unusual for changes to be immediate. Website's with a high authority tend to be spidered more often than those that don’t. Assuming that we are dealing with low authoritive website, the Google bit will visit your site less frequently. So you could be waiting up to 60 days or so, to get any real change once everything is in place.
What About The Quick Wins?
Of course as the strategy is created, some quick wins may appear and will feature as a “lets do it now” action.
But if you are looking at the total SEO process only as quick win, then look to gaining back links from a digital agency, but be prepared to write a few cheques. Any low cost back link campaigns can only be from low authoritive website's, from Private Blog Networks which as best is a "grey hat" practice and at worse is a "black hat" process that could get you banned from Google.
The Best SEO Techniques Involve The Long Game
It may involve more consistent work, but playing the long game and doing things right is an important factor of achieving sustainable results, even though major updates.
Thank You For Reading To The End
Believe it or not, this is the summary page and a more detailed program will be added in time. So thank you for your time, if you have any questions just contact me.
We started out in this game learning from mistakes and adapting to the constant growth and change, after a while I got a real feel for what worked and what did not.
But this is not how I work now. There came a time when the analytical data and approach became much more complicated, sure the basics remained the same, but the scope of measurement expanded beyond "gut feel".
The information out there can over simplify the competitiveness in order to gain an enjoyable read, the professionals take much of the SEO forum noise with a pinch of salt and make their own minds up with regular stress testing.
We own a few sites that exist just to perform testing data and recovery strategies. It is very unlikely these site will rank again, but that is not the objective or game plan.
To understand Search Engine Optimisation fully you must have had failures as well as the success. What does not work, where are the stress levels, what program removes that stress point to perform again.
A bit of fun here. It seems that when you search Google for a "SEO Strategist", you get pages of job sites advertising for new recruits. So in order to "fit in" with Google's perception of the search term I find myself compelled to include it here, just for a bit if fun.
Our SEO approach has the same blueprint, how to take a smaller website in authority with less money, but with a certain amount of time have as good, if not better results than those spending much more cash.