SEO Process

How do we approach SEO?

Search Engine Optimization is a complex and continuous process that requires a highly experienced search engine marketer to drive strategy and manage. We will help you develop your unique SEO Strategy and continually train you on SEO principles so that it becomes a natural part of your content/site development process.

Below you will find introductions on how we engage clients, and each of the four essential stages of our proven SEO process:

Discovery & Audits

Our first step is to meet with you to understand your business, needs, and goals. Then evaluate your strengths and weaknesses, compared to your top competitors, we perform a variety of SEO Audits including:

• Content Audit
• Velocity Audit
• Technical Audit
• Authority (Competitor) Audit
• Social Audit
• Local Search Audit (if appropriate)

SEO Strategy

At a high level, we will work with your team to ensure your organization’s goals are met through customer journey focused search strategies and ongoing planning.

Continuing on from the SEO Audit insights, we perform deep industry, competitor, and keyword research to make you aware of current and future threats, and identify ways we can help you take advantage of immediate and long-term opportunities.

Based on the audits, outcome of this further research, and your identified goals, we will craft an SEO Action Plan to prioritize and plan out SEO efforts based on value, complexity, resources, budget, and competition.

One of our essential strategic services is the Content Theme Strategy (CTS), which creates the foundation for further SEO execution. The CTS is a starting point for a focused content marketing program, which provides keyword guidance, discipline and focus for your content development efforts.

Beyond this we offer a variety of strategic enterprise SEO consulting services, such as a Business Opportunity Assessment that helps you understand your market share (by theme, top keywords, and long-tail keywords) and how much monetary value exists that can capitalize on with SEO and reduce your overall CPA (Cost Per Acquisition). This exercise helps you evaluate the strong potential ROI of SEO, and we can help you craft a clear business case for your executive team to help them easily understand the value of investing in SEO.

SEO Implementation

First, setup and manage search marketing analytics and tracking tools.

Next, connect your strategy to tactics and help get tasks accomplished using industry-leading methods. Provide content recommendations and manage a content roadmap that consolidates internally driven content objectives with our suggestions that are focused on addressing your audience’s needs across their customer journey.

Further, implement documented SEO tasks and changes on an ongoing basis. This will likely include content development of multiple content types (e.g. text, images, infographics, video, slide decks, ebooks, pdf, podcasts) and may be distributed through one or more channels (e.g. your website, social, email, blogs, and other websites).

If appropriate, implement local search marketing tactics to improve visibility.

SEO Optimization

Monitor and measure SEO performance on a monthly basis to analyze progress, validate efforts, and continue to learn so we can respond to changes with your business, industry, and competitors.

Our team utilizes SEO Analysis and Executive visualizations and dashboards to evaluate and demonstrate performance. Depending on your project scope, you can share these impressive real-time SEO reports with appropriate stakeholders to increase buy-in and excitement around SEO efforts.

SEO Training

Provide custom SEO training and governance to ensure standards, centralized resources, effective workflows, and evolving organizational SEO and digital marketing maturity. Standards and guidelines are tailored to your unique industry, business objectives, and marketing execution.

Further, to maximize your team’s resources we provide ongoing or ad hoc training to educate them on our SEO methodology, strategy, tactics, best practices, and tools.

Repeat

You must adapt and evolve. SEO is not to be considered a one-time solution and must be an ongoing effort to maintain and establish a competitive advantage and drive substantial qualified traffic that directly impacts company revenue.

To help communicate the immediate and long-term value we help you achieve in SEO, we have structured processes to help you benchmark, measure progress, and evolve your SEO Maturity over time. This helps stakeholders to understand how we are helping to meet your goals, as well as adding value through training and governance that have long-term impacts on company performance.