The bulk of the SEO work we do is carried out on a monthly retainer basis.
The two-minute video below will give you a flavour for how these typically work. And there’s plenty more information below it.
What is Search Engine Optimisation (SEO)?
SEO are a set of techniques used to increase the chances of content ranking on the Search Engine Results Pages (SERPs). The clever people who created the search engines, including Google, devised an algorithm that determines which content ranks. Their mission is to ensure the most appropriate content is returned to their users.
SEO practitioners know that investing in the creation and promotion of quality content is still the most influential activity they can get involved in. Content that ranks well typically addresses and answers the intent of the search better than the other content on the SERPs.
Quality content can attract links from other sites. Backlinks are still a hugely important ranking factor as, in the eyes of Google, they are viewed as a positive endorsement of the content.
It’s still the case that links from certain sites will be much more valuable than others. However relevant links for smaller sites, perhaps closer to your location, can be as valuable as links from larger websites with greater authority. The best kind of links are editorial mentions, where appropriate anchor text (the clickable text) has been used.
There are other factors, for example how fast your pages load, but in summary you’re looking to build domain authority (trust) for your website as a whole and the authority for each of the pages your looking to promote (page authority). Your content and the site as a whole will gain authority by earning links, receiving clicks and from user signals like length of time on page. The search engines use all these factors and more to help them rank the best content.
Anatomy of a SERP
It used to be the case that a SERP contained 10 snippets, each linking to a different piece of content. That’s not the case any more. The content of the SERP differs according to the search query. What tends to be consistent is that there are paid listings at the top followed by organic listings.
We know that the majority of searchers click on the links on page 1 of the SERP, and that of those clicks, the majority tend to click on the organic listings, followed by the local pack and then the paid listings. Being towards the top of the first page helps too!
What are the opportunities?
We know that the majority of searches are informational in nature – people are looking for solutions to their problems. We also know, by using SEO tools, the volume of searches for each term and how difficult it will be to rank. In addition we can estimate the number of clicks you’re likely to receive based on the position of your content on the SERP.
We can also understand what happens when searchers arrive at your site by looking at your Google Analytics data – and see whether the clicks result in conversions to your goals.
Many businesses look to increase the number of enquiries about their products or services and see the value in SEO because it can help generate these.
If you know that you convert one in ten enquiries, and that each conversion is worth £150 on average (lifetime value of a new customer), you can see the value in a significant rise in the number of enquiries.
What else do I need to know?
We’re created some additional information for potential clients wanting to know more about our SEO retainers, before deciding to commit to them.
You’ll find a brief summary of each, and links to these below.
What can an SEO do for me?
This article goes into a little more detail about why you need SEO and what happens after you sign up for a retainer.
What you can expect from us
Here you’ll find some of the questions we get asked on a regular basis – together with our responses!
Our expectations of you
We’ll drive the project forward but will need input from you at various stages. In this article we outline when these happen and what they are.
Preparing for the consultation
This article highlights the importance of the consultation phase and lists the 10 questions we ask each potential new client, and offers some rationale as to why we ask them to help you consider your responses.
Areas of work and task management
Here we expand on what we get up to during the implentation phase, detailing the proactive and reactive tasks – and how we manage the workload.