Is SEO The Right Marketing Investment?
SEO is second to none when it comes to calculate the long term Return On Investment on your marketing spend. The downside lies in the fact that it can take a long time to get any tangible results.
It depends on many factors, such as the competitive nature of your market, the history of your website, and the content resources you can pull within your team.
Because it can take a few months, and a sizeable financial investment, to achieve top rankings for some competitive keywords, you want to validate the profitabilty of those keywords before you start your SEO.
What’s Involved in Our SEO Service
The main benefit of SEO is that it produces long term sustainable results and develops a valuable asset for your business. The downside is that it doesn’t offer results in the short term.
The process of SEO has a lot of moving parts, so let’s discuss each one of them:
Keyword Research tools are useful as a starting point to discover keywords that will drive sales to your business. However, they can also be misleading. These tools are based on data provided by Google, and proven to be inaccurate time and time again.
The only real validation is to actually run paid traffic on the preselected keywords, and discover the real ROI for each term. This process requires a bit of upfront time and investment, but it pays itself over many times. With multi platform retargeting, it is possible to expand the ROI of keywords.
On Page Optimisation
Good On Page Optimisation for SEO is more complex than most people realise. With Google algorithms such as Panda and Hummingbird, the quantity and quality of content has a deep impact in the rankings for valuable terms. Other factors, such as Site Speed, optimisation for mobile devices, and many others need to be accounted for if you want to make sure your rankings are rocking.
There is a reason your competitors are ranking for the competitive commercial keywords: they did what needed to be done to get there.
This means that there is a lot to learn from analysing them and reverse engineering their strategy. Often this will produce actionable tactics to integrate into our campaign, and provide us with an estimated idea of the time and budget needed to meet them at the top.
This part of the process ensures that the search engines understand exactly what your website is about, and that you are not wasting any opportunities due to bad coding. The good news here is that your website probably has a lot of these issues, and simple fixes are usually all you need to see an improvement.
Website Relevancy & Content
This is the part of the process where we analyse how relevant your website is in relation to the keywords that you want to rank for. Another way of explaining this would be: how much relevant and good content do you have, in relation to the overall theme of your website?
For example, if you have a bike shop and you want to rank for “bike shop [your city]”, you could have blog articles about the bike lanes available, the best parks to go for a ride, BMX tracks, Mountain Bike trails, how to look after your bike, how often you should visit the bike shop for a maintenance check, general safety recommendations when driving in traffic…
It is not enough to have a homepage with some keywords optimised for your main ranking targets.
Google wants to see useful, rich content themed websites.
This doesn’t mean that you should turn your bike shop into a bike online magazine. It means that you need content as part of your SEO strategy.
This is what people usually talk about when they say “you need links”.
You do need links, but often not as many as you think, and often much better quality and much more relevant than you think.
Instead of going ballistics and trying to get many links to your website, the better approach is to build relationships with bloggers and social media influencers and put your content and offers in front of them.
This approach won’t get your website in trouble, and will expose your offers to the right audiences. Additionally, some relevant links will be organically created, and your website will gain the necessary authority to rank for your target keywords.
What's Involved in Our Local Search Service
A lot of our clients are local businesses, and when people search for “your service + city” Google displays the Map results at the top.
Our Local Search Service gets you ranking at the top of that map.
As part of this service we get your Google Maps listing sorted and optimised (technically this is your Business Google Plus page).
We make sure Google knows exactly the name, address and phone number of your business. If you've spent any time reading about Local Search optimisation, you surely came across the term “NAP”, which refers to Name, Address, and Phone. It is super important that these are consistent across your website, all your citations, and your Google Maps listing. If it's not, it will affect your rankings.
As part of our service we run an audit to see if there are any inconsistencies, and if we find any, we fix them.
If there aren't, we keep adding relevant citations to improve your rankings.
We also optimise your Maps listing and provide you with a Review Strategy that is going to be the critical factor to consolidate your top rankings.