Do you want more website traffic? Everyone does.
Search Engine Optimisation is now a key focus of any website and affects how we approach various areas of the website build, so it is vital to keep in mind from the start. Every website I build has some elements of on-site SEO work included which covers the technical setup for the website.
It’s a great idea to do some initial keyword research at the website planning phase too. The keyword research will help define the website structure by identifying target keywords for key pages and potential subjects for future blog posts. This can lead into ongoing SEO services to help drive traffic to your website after launch.
My SEO process is data driven to remove any guesswork. We’ll only target keywords that have actual search volume. It’s easy to rank for keywords that no one searches for – and many SEO companies will impress you with #1 rankings that have little real value. It’s often difficult to compete for the most desirable keywords, but the skill in SEO is identifying which niche keywords are achievable yet still have good search volume. Once your website starts ranking for the niche keywords, then we can go after the more competitive and higher volume broader terms.
What does Search Engine Optimisation (SEO) involve?
Website Technical Audit
Fix errors that would prevent Google and social media crawling the content. They need to be able to understand your website. I’ll also set up tracking codes to monitor key metrics including visitor numbers, engagement and conversion rates.
Keyword Research
Using specialist tools I analyse Google search data to identify market size and potential targets. I find out what people are searching for and make data driven marketing decisions. This helps guide the content strategy for the website and for any PPC campaigns.
Initial Competitor Research
With our same tools I’ll analyse how your competitors are doing. I’ll find who is ranking for the keywords you want and figure out a way to beat them.
Page Content Optimisation
Create and optimise website page content and restructure based on the keyword data analysis. This static content provides an essential base to target the core keywords and to help Google understand what your website is about. We can work with copywriters to write copy that is easily understood by both humans and search engines.
Tracking Keyword Rankings
I use SEO software automatically tracks search engine rankings for a set of selected keywords. I’ll constantly monitor these and adjust our content strategy to focus on new targets and find the easy wins.
Monitoring Traffic & Conversions
Traffic and conversions will give us an overall picture that combines all digital marketing channels. We’ll be able to see how many visitors came from Facebook, Organic Google Search, or Pay Per Click – and the comparative engagement and conversion rates for each. This helps show us where best to allocate the marketing resources.
Competitor Rank Monitoring
As well as tracking keywords that you rank for, I’ll continually monitor keyword rankings for your competitors and see how you compare. See who is rising and who is falling in the search results.
Change and Adapt
Some things will work, some won’t. I’ll identify what we have success for and change our strategy where needed. Search rankings fluctuate and new competitors come along. I’ll do additional keyword and competitor research to identify new niches and targets.
On-Site SEO Services
When developing a WordPress website I will set up the Yoast SEO plugin, which is the leading SEO plugin for WordPress. Yoast SEO provides functions for sitemaps and other essential configuration options for optimising your site.
Key components of the on-site SEO process are;
- Initial keyword research report as a guide for copy, site structure, and future strategy.
- Plan website page structure for the best balance of user experience and SEO.
- Set up plugins and facilities for easy editing of page copy and titles and tags.
- Set up website in Google Analytics and Search Console.
- Sitemap generation, optimisation and submission.
- Website Speed Optimisation
- Testing using Google’s tools and other third-party utilities.
When redesigning an existing website, we have to ensure existing pages are handled properly:
- Set 301 Redirects to redirect any moved pages to their new locations and manage any domain redirects.
- Ensure any deleted pages are redirected somewhere useful.
