Search Engine Optimisation (SEO) and our Processes
We endorse Search Engine Land and here is a nice introduction to search engine optimisation for beginners...
Processes
Stage 1
As with PPC (pay per click), the process is very similar in that keywords are to be established to understand how we need to target your prospective customers. Typically if you are launching a PPC and SEO strategy, the keywords we would target would be the same or very similar. Clearly some keywords are more competitive than others, therefore the keywords we may want to immediately be on page one of Google for can be achieved by paying for them, however SEO can take weeks and even months the achieve this sort of ranking. Beware of companies that guarantee you number one spots or certain rankings!
Stage 2
At stage two we would diligently research keywords that are of both high volume, low volume but potentially niche (known as "low hanging fruit") and of course all keywords will be relevant to your products and services. In order for us to propagate these keywords to your website, we would need to ascertain what pages they are to be located to and a level of coding on the back end of your website will be required (this is called the META data which resides in the HTML or "back end" of your website). The remainder of the work is to optimise the content of your website consistently in line with the search engine's best practices.
Stage 3
Stage three is an important part of the SEO implementation process. We would typically sweep every single page of your website and ensure all best practices are being adhered to, particularly in the eyes of the search engine robots. Failure in part or on mass of this can lead to penalisation of search rankings (falling off of page one of a search engine or worse) or even an entire ban from a search engine itself. Many times in the years we have managed SEO program for clients that have attempted to implement the SEO initially themselves, we have found that it has taken months to remedy or even taken an entirely new website and server to rectify the problem. Beware partaking in SEO yourself as the pitfalls can be huge.
Stage 4
Once an entire SEO sweep of your website has been implemented, the website will be submitted to Google for evaluation and subsequently reviewed. At this stage it is imperative that a continual SEO management program is in place, which indicates to the search engines that your website is not stagnant. Typically on a monthly basis your entire website needs to be reviewed for additional content, META data management (within the HTML code on the back end of your website), in order to continually test what is generating successes and what requires improvement. It is absolutely critical that the search engines recognises that the SEO improvements, testing and content generation is consistent.
Stage 5
At this stage there will inevitably be keywords performing well via the PPC (pay per click) campaign, and via the SEO (sometimes known as organic) keywords. The two platforms should complement one another in such a way that extensive analysis is carried out to ensure that the channels are operating in a cost effective manner. Typically if you are at position one for a keyword via your SEO efforts, perhaps you should consider lowering or even discontinuing the keyword you are paying for in the pay per click account you are using. This sort of analysis is crucial to ensuring your marketing costs are minimised to the point of generating you the healthiest return on investment possible.
Stage 6
Once all of the aforementioned stages have been completed successfully and your pay per click and SEO programs appear to be running in tandem and working well with one another, the work is not yet done. Pay per click and search engine optimisation require continual management. The primary reason for this is that everyone else also has a pay per click and SEO manager and they are fighting against your efforts every day too. That is why it is important to have the experience such as we do, the support from Google such as we do and the proven bespoke techniques we have developed over a twelve year period. We offer a no obligation audit and proposal of your current marketing methods. Call us today on: +44 (0)121 288 2727 or enquire online and we'll get right back to you ASAP.
Tips for selecting an SEO company
Promises
Never allow an SEO company to promise or guarantee rankings. In today’s market there is a wealth of “SEO companies” out there to choose from. It is never guaranteed what ranking can be achieved.
Reporting
At the minimum, request reporting on a monthly basis to monitor your improvements. Too many times has it been the case where a client has relied upon vocal reassurance, as opposed to quantified reporting.
Link Purchases
Beware of link purchasing or link farming! Inbound links are best accumulated naturally by users genuinely recommending your website on other reputable websites.