Phase 2: What do we do?
Essentially we have a dual focus to the work that we do.
Earn clicks. Convert visitors.
We’re looking to:
- improve the presence and attractiveness of our clients content snippets and business listings on targeted search engine results pages (SERPs) to earn clicks through to their website
- help them create content on their website, in a setting that conveys their qualities and expertise, and ultimately converts visitors to their desired objectives.
To better understand this we’d recommend you read our article about how Search works.
There are a number of tactics we employ to achieve these goals.
To earn clicks
There are two parts to this. The tactics required to improve a clients rankings in the Local Pack or Local Finder, are quite different to those required to rank in the organic listings.
Let’s take each in turn.
For searches with clear local intent, which may or may not include a geo-modifier – for example with [italian restaurant near me] and without [italian restaurant] – we would first suggest optimisation and management of Google My Business profiles.
In addition we would look to support this with local link building – in other words, encouraging or even paying, relevant companies to link from their website to our clients. This might be an editorial piece in a local news site, or a link from a sponsors page on a local football teams website. It’s going to take an investment in time and potentially money to secure these valuable local links.
Whilst these tactics could also potentially improve a clients position in the organic listings, we’d recommend investing time in content creation and citation building, to help as well.
Find out more about how we improve our clients visibility on the SERPs
To convert visitors
You can earn all the clicks you like, but if visitors don’t convert to your objectives when they arrive, you’re wasting your time.
This area of work is not just about creating compelling content – although that is part of it – it’s about the framework and space within which the content sits, and preconceived ideas that visitors have about the business.
Google tell us through their Quality Rater Guidelines about the importance of displaying expertise, authority and trust.
So alongside the focus on content – we help our clients achieve this through a variety of tactics including maintaining and developing their website, nationwide link building, a customer review strategy, awards and accreditations and much more.
Find out more about how we build and convey expertise, authority and trust for our clients.
You’ll probably have noticed that content is mentioned in both of the above.
A key part of what we do is the optimisation of existing content, creation of new content and the promotion of both.
As we’ve already said, as part of the Discovery phase, we will perform a content audit which will inform the decisions about what content to retain and what content to improve. It will also highlight gaps in content that need to be filled.
The keyword and topic research, together with further analysis of the SERPs, will help ensure that any reworked content is optimised appropriately.
Finally the most amazing content sometimes needs a little push to get noticed. We’ll talk to you about how to amplify your content too.
Ready to move on? Phase 3 is the Reporting phase.