SEO PROCESS

Core elements of a quality SEO bundle

STRATEGY

Once you are familiar with the basics of SEO (SEO Demystified), we can examine the key features of a quality SEO package. Or in other words what is included in our SEO campaigns and how it can help you.

We are not mystifying SEO, but presenting our work process in a transparent manner. So don’t be put off with any technical terms within this article. How efficiently your money will be utilized throughout the campaign will be looked at directly throughout this article. So read it, print it, research some topics or ask some questions. We’re here to put your mind at rest if there’s anything you don’t understand.

We will determine what needs to be done to your site, and if we determine that a fresh start is the most cost effective way to go, then we have an advantage. There is no point spending hundreds of dollars and lots of time correcting a site which isn’t optimized when we can do everything right in the first place.

Defining a correct strategy could save us both a lot of time and resources in the future.

The primary objective in this step is to develop a list of definitions including:

  • Company and History
  • Branding
  • Products
  • The strategic goals of the site
  • Audience
  • Location
  • Free Resources/Tools
  • Plan

INITIAL SETUP & TECHNICAL AUDIT

After we become familiarized with your industry and products/ services that you offer we will start with a technical audit of your site. We will examine the whole infrastructure of the website to ensure that all of the various elements of the site are running correctly.

The preliminary steps include the following tasks:

  • Analysis of on-page elements. These are the internal site elements which are exclusively under our control, as opposed to external off-page elements.
  • Homepage analysis ensuring the correct information and navigation is included
  • We need to ensure there is no duplicate content throughout your site or compared to other sites out there. We would also check grammar, spelling, structure, breakup and lengths.
  • Inbound link analysis to see who has linked to your site
  • Your sitemap.xml and robots.txt to check Google is crawling the right parts of your site
  • Check indexing
  • Establishing PPC accounts if you want to create a PPC campaign to run alongside your SEO
  • Google Analytics and Webmaster set ups if you don’t already have them
  • Setting up social media accounts. Google takes a lot of notice from social signals including interactions, fans and how frequently you post on them and they’re an integral part of SEO.

Other factors that should be taken into consideration include:

  • Frequent updates
  • Server location
  • Number of pages
  • Repeat traffic
  • Bookmarks in Chrome and Google Toolbar (monitored regularly)
  • YouTube is preferred by Google as they own it

Once we have concluded the audit and set up our tools, we can decide which keyword groups we will target at in our campaign.

This can be based upon what search engines tell us, competitor analysis and other things.

KEYWORD RESEARCH

When determining the set of keywords we should be targeting in your campaign the following factors are considered:
  • Relevancy
  • PPC Metrics- Search volume, CPC, Competition
  • SEO Metrics- DA, PR, Moz Rank, Moz Trust, MJ Score, Pages and Weekly Pages
  • Competition Link Profiles
  • Periodic backups to ensure all of your website is fully backed up just in case
  • Competition Keyword Analysis
  • Commerical Value and Commercial Intent

Once we have looked at your keywords we will develop a group that best reflects the different sections of your website.

DOMAIN PORTFOLIO ANALYSIS

If you haven’t had a consultation regarding your domain strategy/ portfolio then now is a good time.

Some of the questions you should consider are:

  • Is your current domain short, memorable and keyword-rich?
  • Will you consider purchasing a premium primary domain if required?
  • Are there better more affordable options for the primary domain?
  • Is defensive registration required?
  • Should you utilize more than one domain when targeting different sectors/ product lines?

Recommendations:

  • If you are purchasing a domain make sure you research it’s history
  • If possible try to obtain a domain which is keyword rich or an exact match domain. Domains which have the primary keyword as the first word are very valuable.
  • Register your domains for more than one year in advance because searxch engines use the expiry date of a domain as a factor to predict the legitimacy of a domain.
  • Avoid private registration. Match all of the contact information used in the site with the primary contact in the domain registrar (company name, address, email and phone number)

This would now conclude our research/ set-up, and we are now ready to move onto the on-page optimization.

ON PAGE TECHNIQUES

At this point we will go back to the site to do more work with the on-page elements.
  • Review content and make additions/ alterations
  • Homepage optimization
  • Internal pages optimization
  • Give assistance with illustration of pages with graphics (where necessary)
  • Give assistance creating landing pages (where necessary)
  • Create TOS and Privacy Pages
  • Look at internal linkage between pages and the sites navigation
  • If the design allows look at the breadcrumb navigation
  • Text breakup/ Flow optimization
  • Optimize page titles ensuring primary keywords are at the beginning and they are 70 characters max
  • Ensure headings are correct (H1 with main keyword. H2 also mandatory. H3 optional etc)
  • Optimize meta descriptions ensuring primary keywords appear and they are 160 characters max
  • Image alt texts
  • Meta tags (optional)
  • Social media links
  • Ensure user engagement where possible in forums, comments and reviews
  • Create descriptive URLs
  • Correct any response issues
  • Fix any broken links
  • Check redirects and canonical tags for duplicate content indexing (www, https)
  • Place Nofollow attribution to all irrelevant sectors to prevent juice leakage (register, login, logo, header, pic, RSS feeds, tags, archives, comments, category pages, copyright, TOS, feedback and privacy)
  • Check compression, bounce rate and page speed
  • Complete browser compellability testing
  • Check mobile compellability testing
  • Optimizing for location (if neccessary)

Google’s Guidelines to site discovery, crawl and index

In all of the steps which we will have completed, we have built a solid foundation for your campaign. Now we will have gained the confidence and knowledge of your brand to proceed to the next stages which concentrate on off- page elements.

LINK BUILDING

Once we have content, tools and resources which are great then other people might want to link to it. We can proceed to acquiring inbound links to your site.
  • Search engine inclusion
  • Social shares
  • Competitors inbound link analysis
  • Establishing diversified inbound links gradually
  • User reviews, comments and citations
  • Directory, professional clubs and associations registrations
  • Press releases (further down the line)

Although this stage appears to be much shorter than previous stages. It actually accounts for 60% of the project and will remain an ongoing task.

This would conclude our work with the organic rankings. We can give the existing keyword groups a boost by aiding the website with a PPC campaign and repeating the process creating new inbound links, and targeting more keywords.

Constant work is required in order to monitor and optimize the established content, and to maintain the current rankings you will have achieved.

PPC CAMPAIGN

After we have completed a great deal of work through the organic profile of the website it is time to give it a boost.

PPC (pay-per-click) campaigns are there to help the organic rankings improve faster which still generating targeted traffic to the website.

We will be paying for traffic using the same keyword groups which we will have optimized the website for and targeting it through the use of various landing pages.

Campaigns which are managed by reputable SEO agencies should describe their process in detail, so that you know what the plans are for your site.
You can reference this article when you are in the process of negotiating your next SEO campaign contract to see what areas they’re planning on covering.
Make sure you ask lots of questions and try to comprehend as much information as possible before making a decision.

We hope that you will find the information which we have provided in this article to be useful. Most of the terms which are described above are all related to the way that the web works and we’re sure you already know what some of them mean.

If you have a question related to any of the above stages then don’t hesitate to contact us.