Extensive keyphrase research needs to be undertaken to ensure the products and/or services you offer are appropriately named in such a way that represents exactly what people are searching for online i.e. there is volume & intent associated with the keyphrases selected. This is a critical element of the overall SEO process.
This research relates to better understanding your online competitors as they relate to SEO and whether it’s entirely realistic to ever be able to prominently rank above them for certain keyphrases and whether it’s actually worth it? Searcher intent needs to be factored in and a whole host of other queries to determine an appropriate course of action.
Technically optimising your website for the major search engines may require you to start over with a new website or making the necessary changes to ensure your existing website is search-engine optimised & each webpage is positioned to take advantage of the enhanced SERP – Search Engine Results Page – features available on the major search engines.
Your web presence requires integration with software supporting CRO (conversion rate optimisation), UX (User Experience), Page Speed Insights, Web Caching, CDN (content delivery network) access, Hardened Security, Technical SEO, Email Marketing, Social Media and Web Analytics.
GOOGLE MY BUSINESS
Any business of any size that makes in-person contact with customers during specific hours needs a Google My Business account and profile. Crucial for local visibility, a correctly completed & managed GMB profile will help take control of branded search results on Google and assist the SEO effort.
CITATIONS & MAPPING
A citation is the online mention/listing of the name, address, and phone number for your business on selected web platforms which helps your search engine visibility. Mapping speaks for itself & your business needs to be there when folks are looking for you on their mapping platform of choice. i.e. Google Maps, Apple Maps, Bing Maps, Here etc
85% of consumers & businesses trust online reviews. These can be viewed as modern day referrals, so having them readily available for your audience to see is a great way to stand out from the competition. While potential customers will typically trust what you say, its becoming increasingly important to them to read what others are saying.
CONTENT & DISTRIBUTION
Making sure you have the appropriate levels of informative, foundational & ‘topical cluster’ content within your website is very important alongside distributing this website generated content out to your email marketing & social media channels.
INTERNAL LINKS & BACKLINKS
Making sure you have the appropriate levels of internal pages linking across your website is very important alongside having authoritative websites link back to your website is to promote authority in your particular niche.
CONVERSION RATE OPTIMISATION (CRO)
Conversion rate optimisation (CRO) is the continuous process of fine tuning your website via data-driven analysis so that the amount of visitors calling you, visiting you or buying directly from your website increases.
USER EXPERIENCE (UX)
User experience (UX) refers to any interaction a user has with a product or service and from a digital marketing perspective and more specifically your website, it’s all about ease of use and how quickly it loads up in your browser..
Many businesses have no idea how people seek them out, what platforms they visit and from where. It’s a known fact that visitors go everywhere and web analytics exists to track and measure these activities.
You’ll need a private link to your very own digital dashboard detailing the state of the digital marketing effort in a friendly, non-technical manner covering ranking status for the most important search terms being targeted on the major search engines, web analytics & GMB highlights, the status of your citations, backlinks, social channels & online reviews etc
RETURN ON INVESTMENT
Realising an acceptable R.O.I (Return on Investment) on any digital investment is ultimately what’s important for any business. At the outset, an agreed single K.P.I (Key Performance Indicator) or set of K.P.I.’s would have been agreed upon to effectively measure the SEO effort – over time – while conducting regular performance reviews.