Just like every other business owner in Bradford, you want your website to contribute more to your bottom line.
SEO is the process of optimising a website so that it gets higher rankings in Google’s organic search results.
Higher rankings mean more of your potential customers will get to see the services or products you offer for free.
If you’re serious about improving your bottom line – keep reading. As you’ll discover, attracting more visitors to your website is not the only benefit of SEO.
The Benefits of SEO
I’ll be working towards achieving the following for your business.
- Increasing your visibility in Google for the long term
- Getting highly qualified traffic to your site
- Improving your conversion rates thereby increasing your sales and leads
- Getting your visitors to submit their email address so you can build your list
You’ll have access to a private dashboard that shows you exactly how your SEO campaign is progressing.
We won’t need to chase each other for updates or progress reports.
Both of us will be fully informed of what’s being done, when it’s being done and why it’s being done.
My workflow will be all mapped out on your dashboard, but for now it’s useful to provide you with an overview of my processes.
Getting to Know Your Business
You have valuable knowledge about your business, website and customers that I need to understand. To move this along you will be provided with questionnaire that helps me understand:
- The level of in-house expertise you have at your disposal
- Your ambitions for your website
- Your target market
My first job is to pull important data about your site from Google Search Console and Google Analytics. This provides important insights about your sites performance as it stands at present.
Using the questionnaire data and analytics, I can then formulate an outline plan for your SEO campaign.
Once I have your business model and goals mapped out, we get together on a call to review the outline plan. After the call, I can get down producing the detailed strategy before making it available on to you on your dashboard.
Once we have agreed on the final details of the SEO strategy I will start to work through the rest of my processes as follows.
Technical SEO Audit
Virtually every website owner that has trouble ranking well in Google believes that backlinks are the answer to their problem.
That assumption is generally completely false.
Instead of looking at the external factors such as backlinks and social media marketing the first step towards higher rankings is always to work on improving the technical factors on your own website.
I run a full technical audit to find the issues that are preventing your site from ranking higher. All my recommendations will be made available to you.
If you have the resources to fix the problems yourself, you will have all the details readily available. Otherwise you can leave me to fix any technical issues.
Once the technical issues are fixed, your site will be ready for the next step.
Content Quality Audit
There are two reasons for focusing on your sites current content:
- Nothing you do off-site, and that includes backlinks, can change how your website is perceived by your visitors. If you don’t provide relevant, useful and engaging content on your site, your visitors will bounce back to the search results.
If your sites pages have a high bounce rate, it’s sends a signal to Google that your site is not providing what your visitors want and your rankings suffer.
- On-site factors have a massive effect on your rankings. If all your pages are truly unique, engaging and valuable to your sites visitors, Google will start to trust your site as a valuable resource.
As a result, your whole site will rank better.
You can’t rank for the long term with average content on your site; no matter how much time, effort and money you throw at link building and other off-site factors.
OK, I know what many of you are thinking – we all see websites that rank well with low quality content.
The thing is, trying to second guess why sites rank well is impossible without the knowledge that only seasoned SEO professionals have.
But if your competitors rank well with poor content, believe me, they’ve left the door wide open for you to take their place.
Don’t get me wrong about content, the aim is not to create more content – it’s to create the minimum amount of content with the maximum amount of results.
That’s why my next process is vital. It ensures you only produce content that going to increase your leads and sales.
With all the complexities involved in a SEO campaign, it’s easy to forget about the basic reason why SEO is important.
SEO helps you rank for search terms (keywords) that your target audience is searching for in Google.
Keywords research is all about finding the “easy” keywords you can rank for and avoiding the “hard” keywords you have no chance of ranking for.
Concentrate your strengths against your competitor’s relative weaknesses
– Paul Gauguin
The process involves analysing the content on your site and the content on your main competitors sites.
The idea behind analysing your competitors sites is to discover both the strengths and weakness in their content. Understanding of where your competitors are weak provides an opportunity that has to be taken advantage of.
My keyword research process provides you with all the information needed to make the right decisions about your content strategy.
As always, the precise details of what needs to done, content wise, will available to you on your dashboard.
If you have your own content creation resources, that’s great. Otherwise you can leave it to me. Either way, once I’ve documented what needs doing by when, we know who is responsible for doing the work.
Social Media Marketing
There’s a lot goes into creating an effective social media strategy but there’s one massive SEO benefit that’s often overlooked.
If you want to rank well in Google, you have to provide Google with as much evidence as possible that you are a legitimate business.
The best way to do this is to set up social accounts that require verified details about you and your business.
You don’t need to overboard here, but you do need to have verified profiles on Google+ (G+), Facebook LinkedIn and Twitter.
Social networks are the bridges that connect your target market with your content. The problem is you can’t just copy what’s on your site and push up your social media sites.
Content on any social site has to blend in with the context of the chosen social platform.
My social media content promotion strategy uses the content on your site and re-purposes it in a way that is “native” to each of your social sites.
Remember, the idea is not to create more content, but to maximise every piece of content available.
Backlink Acquisition Process
The stark reality is Google’s increasing ability to discover and discount the paid backlinks has rendered many backlink services useless.
The only backlinks that matter today and in the future are “earned backlinks”. There are just two types of earned backlinks:
- Those you earn by creating “linkable assets” on your own site.
- Those you earn by creating great content on someone else’s site in the form of a guest posts.
My backlink acquisition process never steps outside Google’s guidelines.
At least once a month I deliver a full report that shows the key metrics I use to measure the success of your SEO campaign.
Significant gains take around three months, but the data will show where progress is being made within a few weeks.
I’ll also be paying a lot of attention to your campaign’s data. New data points often reveal new opportunities that can be taken advantage of.
Good luck with your rankings.