SEO Strategy

Existing SEO & Business Review

I begin all SEO strategy projects by reviewing your exist SEO and it’s effectiveness.

I combine this work with understanding your business and it’s products or service.

To ensure any later SEO targets are correctly researched, it is important I have a thorough understanding of what it is you provide. I also assess through what channels you sell and to which audiences.

I then like to discuss who your competitors are and what your processes look like.

This is an SEO strategy approach that very few others take. It is in-depth and requires my commercial experience.

However, it means you have the best chance of success when the strategy is applied.

SEO Aims & Objectives

In the second phase, the objective of your SEO strategy and your commercial aims of the business are identified.

This phase can be very revealing, as the commercial goals of a business don’t always align with their proposed SEO aims.

I look at what your proposed SEO goals are and begin the process of investigating them.

The objectives of a business are almost always to achieve maximum visibility for the given SEO targets with a view to obtaining maximum revenues from clicks.

However, this often conflicts with conversion rates on your website as it stands, so I can identify if there are any gaps we’ll need to fill in the production of the strategy.

SEO Research

The SEO research phase does exactly what it says on the tin.

I conduct a thorough examination of all available data, using the world’s best SEO tools and resources.

This helps me identify the potential for high rankings of the SEO targets on Google and other search engines.

I look at everything from traffic volumes to alternative targets and associated phrases, picking up any previously unharvested ideas for potential inclusion.

Competitor visibility and any identifiable strategies they have deployed are also included.

The key is to make sure you are completely equipped with all the data required to make strategic decisions.

SEO Tactics

When I am in possession of the findings of my SEO research, we can move to the tactics I’ll recommend for achieving your goals.

This will include every core element of SEO you’d expect, from on-page content to off-page optimisation, in addition to technical SEO.

These tactics are drawn up considering my findings from phase one, with a full knowledge of your resources and how you conduct your business.

The strategy begins to knit together by ensuring I don’t recommend any tactics you won’t be able to deploy.

SEO is very much a cumulative process of planting lots of seeds that grow into a crop you’ll harvest.

Timeframe Planning

The final phase prior to deployment is agreeing on the timeframe of the strategy. This doesn’t mean the timeframe for achieving your targets, although metric goals have to be set to drive any plan.

However, this stage is far about the timeframe planning for deploying each part of the strategy.

It is almost impossible for any business to action the tactics of a full SEO strategy immediately, and nor would I always recommend they did.

Furthermore, some of the tactics will only become effective with prerequisite SEO stages completed.

Having a well laid-out timeframe gives anyone involved a coherent plan they can follow.

Monitoring & Reviews

Monitoring the success of the SEO strategy is an essential and on-going process.

Tweaks can be made if metrics don’t support the continuation of some elements of it.

If you’re wondering why that might be necessary with a well thought-out strategy, the answer is that competitors will often react to new activity they identify as a threat.

I’ve worked on several projects where it has become clear, very quickly, that competitors to my clients were also working to defined SEO strategies and monitoring others in the sector.

By remaining close to the SEO strategy, you can keep it on track, finely tuned and achieve your goals.