SEO: How we Implement a Search Strategy

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SEO is essential for your online success

Wouldn't it be great if being found every time was this easy? With an SEO strategy in place it could be a reality. Image credit: Martin Handford & Puzzle Sarang

Much (and by much I mean about half the internet) has been written about search engine optimization (SEO). The purpose of this post is not to rehash 50 trillion web pages but to reduce down a huge topic to a series of points that clearly defines how we implement an SEO strategy to better promote your website and your business.

If you want to immerse yourself in some great information, Moz published this excellent Beginner's Guide to SEO, and also has great resources about ranking for local search in 2017. And Kissmetrics has this excellent short guide that covers the basics. Better yet, contact Pioneer Digital Media for your free consultation to learn in person how we will help your business succeed.


How We Help With SEO

Outlined below is our four-stage SEO plan.

1. Free Consultation

To begin with we will arrange a meeting to chat about your business, your goals and your competition. This complementary session will help us understand your products, audience and the keywords to target, and give yourself a better understanding of how an SEO strategy (and other digital marketing services) could boost your business.

2. Website Analysis, Targets and Reporting

After we meet, and if you are happy to sign on as a client, we run an analysis of your website and provide you with a copy of the report. It will highlight strengths and weaknesses, including the SEO priority of backlinks. This will form the basis of our strategy to improve your search ranking, web functionality, and content offerings.

3. Keyword Research

During our Discovery Meeting with you, we will discus the keywords for which you wish to rank, and the products or services you want to promote. Using Google Analytics Keyword Planner and competitor analysis (see below) we will understand if there are better terms to rank for, and the monthly search volume for the keywords you wish to rank for.

Keyword research will inform three important SEO tactics (improvements to your website)

  • How we improve (for example) the text, content, urls, page titles, html tags, speed and meta data (the info that is displayed in search results) of your website for search engines
  • A Content Marketing Strategy
  • A link building strategy—the link text (anchor text) that points to your website from other sites (inbound links)

4. Competitor Analysis

By learning from you who are your main competitors (primarily these will be businesses ranking above you in search engine result pages) we can analyses their websites and discover:

  • The keywords they are using
  • The (successful) content they are producing
  • Which websites/businesses are linking to them—and get them linking to you.
  • Is their website better designed for search engines and users


So you know what we're doing for you, you'll receive the following within two weeks of our first meeting:

  • A defined strategy, detailing—
    • Target Keyword List
    • Content Marketing Strategy and Implementation (on-page optimization)
    • Link Building Strategy (off-page optimization)
    • Metrics — a clearly defined set of statistics to prove work and progress

And each month you will receive a report. It will include:

  • Statistical report
  • Explanation of the work we have done and its impact (highlighted by metrics) on its impact you


Implementing Your SEO Strategy

Now that your strategy is defined, it's time to go to work on implementing the changes. It's important you understand that SEO is not a one-off task that optimizes certain features of a website and, like magic, you appear first place in search results for your keywords.

SEO is a Marathon Not a Sprint

SEO is an ongoing holistic approach that improves every aspect of your website. While certain tasks, for example reducing image file sizes to improve page load speed, are largely a one-off, creating and sharing content and generating backlinks should be ongoing. Improving your website's authority with search engines is never ending.

But SEO is not just about optimizing for search engines; it's about creating great content that speaks to your audience in an engaging way while also promoting your products or services.

The better you do this, the greater the chance of increasing your audience, generating backlinks and making more sales. And the more people who visit your site, who spend time on it reading good content optimized for your keywords, the better and better search engines rank you.

"We'll Get You on the First Page of Google" and other SEO BS

Avoid SEO scammers who promise quick wins at cut prices. There's a reason these wins are quick and their prices cheap—they won't have any effect, specifically long term, on your web traffic or business goals.

Always remember nobody can make any guarantees regarding search rankings unless their name is Mr or Mrs Google. Read more about the things to look out for SEO scammers call, and my experiences hearing from them

  • The two major factors to boost your Google ranking
    • Content (on)
    • Backlinks (off)
  • Other elements of on-page optimization
  • Other elements to off-page optimization
    • ways to build backlinks
    • live events
    • social (contests, adverts, promote content)

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