We’ve highlighted the phases of a project, from initial contact through to monthly reporting, and highlighted what SEO is and what, as an SEO, we can do for you, as well as what you can expect from us and what we’d expect from you.
What we haven’t really touched on to any great extent as yet, is what we’ll be doing each month and how we manage the tasks and keep you in the loop as to our progress and the journey towards achieve the agreed goals and objectives.
SEO is a complicated topic and there are many factors which influence why content ranks. What’s more, Google can change their algorithm at any stage, and SEOs may need to respond to these changes quickly, as and when they happen.
This can obviously play havoc with any tasks we’ve agreed to complete in any given month, so as well as being proactive in identifying and addressing any opportunities, we have to be fluid and reactive to anything that happens.
At any given time we may be working any any of all of the following.
The SEO audit is the starting point for the majority of our implementation phases and helps to identify opportunities and required fixes. The first will usually take two to three days to complete. Subsequent audits – we recommend we do these yearly – take a little less time.
The result of the audit is typically a long list of recommended technical fixes, be they to do with the performance of the site as a whole, or individual pages on it. We’ll prioritise these and work our way through the list.
Existing content optimisation
Part of the audit will make recommendations on your existing content and the site architecture. In addition we’ll pull data from your Analytics and Search Console accounts and our keyword ranking data to highlight the performance of the content, and identify where improvements could potentially be made. This may involve further optimisation of the pages, rewrites and even removing underperforming content.
We’ll look to identify where quick wins might be available, for example giving a piece of content a small boost could have a very positive knock on effect on rankings.
We’ll then work out way through your content starting with the best performing, conducting the required keyword research along the way. As with any content tasks, we’ll focus on user intent and ensure any recommendations we make are based on delivering content that will exceed their expectations and serve them better than the content that already ranks above our clients on the search engine results pages (SERPs).
New content creation
Alongside improving your existing content we’ll look to introduce new content where there are noticeable gaps, as part of the overall strategy. As with existing content, we’ll do the keyword and topic research on an ad hoc basis and look to identify potential influencers who might help promote it.
Optimising existing content and creating new content is only half the battle. Although it will be created with both users and search engines in mind, we won’t sit back after it’s published, waiting for it to start delivering clicks on the SERPs. We’ll recommend you promote your content to your existing network, to any co-collaborators and influencers in your industry – and look to assist you with any link building efforts, either national, locally or both.
Reputation and brand management
We know this is important because the Search Quality Rater Guidelines tell us so! Quality content is nothing without the clout of a website that has a good reputation. And that reputation needs to be conveyed clearly through the site for all to see, particularly for eCommerce sites.
We’ll make recommendations for how to manage your reputation, be it client reviews, pursuit of awards and accreditations or something else. We’ll set up alerts on your brand and monitor mentions, and optimise your Google My Business listing, preparing Posts to be updated weekly and responding to Q&A as necessary.
Whilst we chug our way through these main five areas of work, we’ll keep an eye on the bigger picture along the way. We’ll rely on you to tell us about your challenges and changes in your marketplace and we’ll work with you to brainstorm ideas and test out solutions.
Unfortunately there’s quite a lot of it, but we’ve streamlined our processes over the years to ensure this doesn’t get in the way of the main work at hand. We will take care of the planning and update schedules and task management software. We can build in time for client meetings, be they face-to-face or otherwise. In addition we’ll send you your reports and updates, the latter advising what we’ve done in the previous period and what we’re planning to do next.
Other regular tasks
We’ll set up reminders to deal with regular tasks, like adding Google Posts weekly, monitoring for broken links and crawl errors monthly, submitting new content and/or sitemaps to Google periodically and of course, the yearly crawl and audit.
Managing your calendar
We create an events calendar for each individual client – and invite you to add key dates in your calendar, and your industry calendar, as part of the initial consultation and each month thereafter. In addition we’ll block out national holidays and set reminders to update your opening hours on your Google My Business listing as required.
Reading, listening and making recommendations
We publish a digest of search news each month called SEO you need to know and encourage you to read it. We’ll add any recommended tasks resulting from changes in the search industry, to your overall schedule.
Managing our workload
We’ll have an overall list of tasks that we’ll manage for you. We’ll add tasks in progress to our task management software along with notes on each and deadlines. In our report at the end of the month we’ll highlight the tasks completed in the previous period and suggest which tasks we’ll tackle next. Every month you’ll have the opportunity to feedback on the priority list.