SEO Strategy

Over the past 24 years SEO strategies have evolved. Originally focused around meta keywords tags; evolving with the addition of Google’s PageRank algorithm which focused more on links; Google’s Panda algorithm improving content quality; Penguin algorithm improving link quality; EEAT requiring content to match user intent; and most recently in 2024, algorithms designed to remove AI generated content.

If all of that is gobbledygook then just know your SEO strategy is in safe hands with me.

In this document you will learn about:

The goal of an effective SEO strategy is to:

  1. improve your organic rankings on search engines for high intent keywords
  2. Convert these rankings into website traffic
  3. Convert this traffic into sales or enquiries

All SEO Strategies are different depending on the industry and the quirks and condition of the platforms being optimised. There are no one-size-fits-all SEO strategies.

View my SEO case studies to see how I have helped other businesses to succeed online.

[case studies]

Creating your bespoke SEO strategy model

To build your SEO strategy I must understand several core principles:

  1. Understanding your commercial objectives, current performance, in-house capabilities and your budget constraints.
  2. Identifying and modelling the winning competitors in your market.
  3. Your keyword footprint and average organic rank.
  4. Your websites core metrics (DA/DR and unique linking domains).
  5. Your websites landing page metrics (platform, PA, links, optimisation, content quality).
  6. Your PageSpeed score.
  7. Your Core Web Vitals score.

By analysing these technical SEO metrics i can identify your websites strengths and weaknesses and devise an SEO strategy to help your business to increase organic market share and the goals or revenue that come from doing this.

A typical SEO strategy spans 3 pillars:

1. Technical SEO

Using competitor analysis to guide your SEO strategy, we can benchmark your technical challenges and identify technical SEO opportunities that will help you compete more effectively.

SEO Audits

Using industry leading software to quickly identify technical blockers, challenges and opportunities. The resulting technical SEO audit provides a practical and prioritised step by step guide to fixing the technical issues with your website and helps you deliver the best platform for your customers. This is discussed with your developer to work around any unknown challenges.

Keyword Research

Using a combination of competitor research and fresh keyword research to align high intent keywords with your commercial content. This ensures you get the highest quality organic traffic to your website.

Meta Optimisation

Review your websites meta tags (title and description) and ensure pages are optimised to attract customers from keywords with the highest demand and best intent. Meta descriptions will be optimised to encourage clicks from the organic search results pages. These can then be uploaded to your website.

Local SEO

Businesses providing local services can take advantage of Google My Business listings. These are typically positioned above the organic results and are designed to deliver high intent traffic and enquiries.

International SEO

Businesses seeking revenue and leads from overseas custom need a website that provides the correct signals to search engines. Web content needs to be translated and pricing designed to match each specific country and language combination.

Conversion Rate Optimisation

Once you have sufficient traffic to your website, further optimisation works can help convert visitors to customers or leads. This can be in the form of user journey analysis where blockers are removed and confidence builders are added, or landing page optimisation, where the structure and information is re-worked to drive more conversions. This is then tested against the existing design to ensure it improves performance.

PageSpeed

Independent studies show that improving the loading speed of your web pages can significantly improve conversion rates across all of your online marketing channels. This makes having a website that is fast to load a priority for any digital marketing strategy.

User Experience (UX/Core Web Vitals)

Google has created a specific algorithm designed to promote web pages that deliver a good user experience. Called Core Web Vitals, this algorithm tests:

  • How long it takes to display the largest elements on a page i.e. images, fonts, scripts etc (LCP/Largest Contentful Paint)
  • If the pages elements move around while being loaded (CLS/Cumulative Layout Shift)
  • How responsive a page is to user interaction (INP/interaction to Next paint)

Working with your developer we can help remove these barriers to performance.

Analysis and Reporting

To measure the success of the campaign website performance should be tracked. By tracking traffic (sessions), sales and/or enquiries from the website you can see now only how SEO performs but also other how other types of digital marketing such as email campaigns, paid ads and social media are contributing to your business’s success.

2. SEO Copywriting & Content Creation

Google’s content algorithms including Panda, Hummingbird, and more recently Bert and EEAT give clear instructions on the type of website content that is rewarded by great rankings. By analysing competitors that rank well for your most competitive keywords we can identify the topics already being rewarded. Content should be succinct, well-structured and address any questions aligned with a user’s intent. For e-commerce websites this means well written category descriptions, FAQs and product detail pages; for lead generation websites this means prominent CTAs, comprehensive guides and structured FAQs.

Content Plans

Using keyword research, we can identify the seasonality of traffic to your website and create a roadmap that ensures new content has adequate time to be indexed and ranked before each topics peak season.

SEO Landing Page Creation

Landing page content should be designed to attract and convert custom. Tyis typically means writing a short descriptive introduction that shows benefits aligned with a call to action. This is followed by more detailed content that answers the questions customers have about your products or services.

SEO Optimised Blogs

Blogging is a great way to introduce your brand, products and services to customers who are higher in the purchasing funnel. When these visitors are reintroduced to your brand at the bottom of the funnel they have a higher chance of converting.

3. Outreach To Build Authority

Links to your website from other websites act as a vote of confidence and are used by search engines to help choose which websites should be ranked for specific keywords. Not all links are equal. Using metrics like Domain Authority we can qualify potential link targets and grow landing page authority to help specific content to outrank your competitors.

Link Building for SEO

There are likely some quick-win links that can be created from your …..

Digital PR

Links acquired from digital PR have a greater effect on overall website authority and help everything to rank better, faster. PR based links target national newspapers, trade and local press and use a wide range of tactics from listicles, brain teasers, whitepapers and other click-bait type headlines.

Journalism Requests

Journalists often reach out asking for expert commentary on articles they are creating. This is a great way of gaining extra publicity and high authority links to your website.

For more information on how an SEO strategy can  help your business succeed online [Enquire Today]