“What is SEO?”
Ask 100 people selling SEO services, you’ll get a different answer from each.
Here’s our take.
SEO is a set of tactics that increase the likelihood of a content snippet appearing in a prominent position in the organic listings of a Search Engines Results Pages (SERPs), and/or a business listing in a Local Pack or Local Finder, for targeted search terms which display the desired intent, search volumes and are ‘winnable’.
Aligned with this is ensuring that the content that a visitor clicks through to, is presented in such a way as to increase the chances of said visitor converting to the predefined, agreed goals.
The tactics employed should be derived from an exhaustive discovery phase, and the results of any resulting implementations should be monitored and reported on, with tactics being adapted as necessary to align with a clients overall objectives.
Still with me?
It doesn’t sound straight forward does it?
When it comes to Search, there’s a lot of jargon. We’ve explained some of it in our Glossary.
But it’s crucial you have a basic understanding of how search works if we’re to help you.
If pushed, I could summarise SEO into one soundbite.
SEO is the manipulation of content to ensure it is visible and attractive to the desired audience.
Our approach to SEO
We’ve developed an approach that we’ve finessed over the years.
In short we’re looking to improve the presence and attractiveness of our clients content snippets and business listings on targeted SERPs to earn clicks, and help them create content on their website, in a setting that conveys their qualities and expertise, and ultimately converts visitors to their desired objectives.
Phew, another mouthful, sorry!
The parts in bold are the parts that matter and are worth repeating.
Earn clicks. Convert visitors.
Why have we settled on this approach?
Clicks and conversions are our currency – so we’re prioritising these in everything we do.
The SERPs are in some instances going to be the first opportunity for your potential customers to interact with your brand. So you’ll want to make a good first impression to ensure they visit, engage and ultimately, convert – be that getting in touch with you, making a purchase or something else.
We know that a businesses reputation is important because Google’s Search Quality Rater Guidelines tell us it us. These guidelines, written for the people (Raters) who help Google moderate and evaluate the content on the web, talk about the importance of building and demonstrating Expertise, Authority and Trust (EAT). We’re led to believe that being able to do this will improve our clients rankings.
And this makes sense of course. We’re more likely to make a purchase from an eCommerce site that looks and feels trustworthy. We’re also more likely to read content on sites that show they are experts on a topic.
Without a decent reputation, it’s going to be very difficult to convert to any goals we may have agreed in the consultation.
How do we manage the process?
The Discovery phase helps us decide what it is we’re going to do.
Implementation is the tactics we employ to achieve the agreed objectives.
Reporting is ongoing and recommendations feed back into the process.
I hope by now we’ve whetted your appetite, but you’re probably asking yourself, what do we actually do, what part do I play, how much will it cost and how long will it take?
I’ll take each of these in turn.
We have developed a process which explains how we bring a new client on-board – and the part they play. We’ll share this with you during the Discovery phase.
Did we mention yet that this is a partnership and that we’re in this together?
Your input at the start and throughout the process is essential. If you can’t dedicate some time to it, I’m afraid it’s just not going to work. There, we said it.
There are a number of one-off tasks we’ll need to complete before we can get started. Once we’ve delivered our audit we’ll outline how we’re planning to spend our time in the first 12 months – with a detailed task list for the first quarter.
How long will it take?
Clearly, the more hours you commit to each month, the quicker we’ll work our way through our tasks.
It’s going to be much quicker to audit a 50 page website than a 500 page website.
Also it’s going to take far less time to research one keyword or topic, than multiple keywords and topics.
Therefore we’ll outline our thoughts on timings in our consultations.
We expect our clients to commit to at least 12 months. There is no silver bullet but we expect to find some quick wins. In short, you’ve got to be in for the long haul.
An SEO’s task is never done as Google’s algorithm and the SERPs don’t stop changing.
How much do we charge?
We have a set hourly rate and three packages. The more hours you commit to, the quicker we can deliver.
There are no hidden costs, we are transparent throughout the process.
It may be we’ll need to enlist the help of our website developer for specific parts of the project, but we’ll flag that well in advance. If you want us to track more than the 100 keywords we offer as a default, or would like to track your rankings in more than one location, we’ll charge you a little more, as outlined on our keyword rank tracking page.
Here are the aforementioned packages.
Up to 4 hours each month, minimum 12 months
Up to 8 hours each month, minimum 12 months
Up to 16 hours each month, minimum 12 months
What’s included in each?
- ✓ Consultations
- ✓ SEO & content audit
- ✓ Keyword & SERP research
- ✓ On-page/on-site fixes
- ✓ Existing content optimisation
- ✓ New content creation
- ✓ Content promotion
- ✓ Google My Business optimisation/management
- ✓ Local link building
- ✓ Local structured mark up
- ✓ Citation building
- ✓ Website maintenance, performance & compliance tasks
- ✓ Website design & development
- ✓ Nationwide link building
- ✓ Customer reviews
- ✓ Client awards, accreditations, affiliations
- ✓ Reporting and learning
- ✓ Adapting and planning