The Process
How Search Engine Optimization WOrks
A high-level look at how we implement the organic search engine marketing processes so you can better understand how we operate.
Step 1.
Determine campaign objectives and goals.
Before we begin, we clearly explore and understand the objectives and goals of the marketing campaign. This gives us a target to shoot for and lets us know whether we are delivering or not.
Objectives
A common example of objectives for our client’s looks like:
- Build a clear and measurable search market profile for the client.
- Maximize targeted keyword rankings improvements for the clientʼs targeted region over time.
- Produce measurable results and showcase continual traffic growth through quarterly reports.
- Use Paid Search Marketing and Keyword Research to benchmark performance and cost-effectiveness of search marketing traffic channels.
Goals
A common example of goals for our client’s looks like:
- Increase targeted and relevant traffic to a clientʼs website by X% through the use of the Search Engine traffic source.
- Generate an average of X number of leads per month, based on all X sources.
- Improve long-term relevancy of a clientʼs searchable web content on popular search engines (Google) for relevant topics, products or services they offer.
- Produce a competitive advantage through building dependable traffic growth and visibility of a clientʼs website through search engine ranking superiority over time.
Phase 2.
Keyword Marketing fit.
Before we begin, we clearly explore and understand the objectives and goals of the marketing campaign. This gives us a target to shoot for and lets us know whether we are delivering or not.
Objectives
A common example of objectives for our client’s looks like:
- Build a clear and measurable search market profile for the client.
- Maximize targeted keyword rankings improvements for the clientʼs targeted region over time.
- Produce measurable results and showcase continual traffic growth through quarterly reports.
- Use Paid Search Marketing and Keyword Research to benchmark performance and cost-effectiveness of search marketing traffic channels.
Goals
A common example of goals for our client’s looks like:
- Increase targeted and relevant traffic to a clientʼs website by X% through the use of the Search Engine traffic source.
- Generate an average of X number of leads per month, based on all X sources.
- Improve long-term relevancy of a clientʼs searchable web content on popular search engines (Google) for relevant topics, products or services they offer.
- Produce a competitive advantage through building dependable traffic growth and visibility of a clientʼs website through search engine ranking superiority over time.
Phase 3.
opportunity research.
In Phase 2, our experienced SEO team goes to work determining where the opportunities are in the search marketing landscape.
We look specifically at three areas:
Keyword Research
opportunity research
Search Engine Optimization (SEO) is a digital marketing method that is focused on helping your company get found when people are organically searching for your products and services in search engines.
Done right, and that matters a lot, it will help make sure you showing up high in the search results when people are looking for what your company does.
competitor research
Search Engine Optimization (SEO) is a digital marketing method that is focused on helping your company get found when people are organically searching for your products and services in search engines.
Done right, and that matters a lot, it will help make sure you showing up high in the search results when people are looking for what your company does.
Step 4.
keyword research.
Topics
The focal narrative or subject matter focus of a specific piece of content on a website.
Topics are selected to match the relevant target keyword(s) from as SEO perspective. Topics may help to frame the purpose and content of a webpage, blog or landing page on a website.
Website pages creates with a strongly aligned topic with a specific keyword will aid in building relevance for searches for that related keyword.
It may be necessary to cover several topics within a keyword to become more relevant that competitive alternatives in order to achieve top search engine rankings.
Primary Keyword/Topic
A search term selected to target for traffic due to its relevance to your business, high search volume and competitive value.
(Ex. Football Equipment Edmonton)
Extended Sub-Topics
Content which may be a useful extension on the ʻPrimary Keyword/Topicʼ by adding value or context to help extent both relevance and specific search answers.
(Ex. Know when to Replace Your Football Equipment)
Sub-Topics
Content that helps to build the relevancy around the ʻPrimary Keyword/Topicʼ that shows search engines that your website is the best source of info on this topic.
(Ex. Football Equipment/Helmets)
Keywords
A set of ʻkeywordsʼ or a string of content that represents a possible search query on a search engine. May take the form of a specific subject, term or question entered into a search engine.
Keywords are used to match content on a webpage to a specific query that is representative of the content on that webpage.
The aim of SEO is to use website content to provide relevant responses to the specific Keywords queries coming from search engines in order to be ranked highly as the most relevant source of information on his keywords search.
Research Tools
Google Analytics – We use your own websiteʼs historic data to identify trends in visitor experience, content relevance and narrative focus.
Google Adwords Forecasts – Advertising can be a strong indicator of competitive value of specific search terms or volumes to help you focus.
Google Search Console – We use historical search volume and behaviour data to identify trends in search behaviour and track valuable search traffic sources.
Reporting Tools – We use other third-party reporting tools to assess primary relevance factors such as authority, domain rank and more…
Competitive Analysis – Using direct research and tools we compare content and ranking factors to relevant local competition and global leaders.
Search Engine Trends – We adapt our recommendations based on leading best practices and periodic changes to algorithms.
Phase 5.
strategy development
Using search engine optimised terms, we ideate keyword-friendly content titles that engage readers from the first click, using industry-proven tools, in collaboration with clients.
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Phase 6.
Content Implementation.
content development
Search Engine Optimization (SEO) is a digital marketing method that is focused on helping your company get found when people are organically searching for your products and services in search engines.
Done right, and that matters a lot, it will help make sure you showing up high in the search results when people are looking for what your company does.
Content Types
Blogs
A time-specific page found within an identifiable blog section of a website.
Blogs are a great way to add niche or Extended sub-topic information that may add value, but on their own do not warrant a Web Page or Landing Page.
Blogs provide narrative and topical flexibility that make it easier to adapt to search trends or hot topics.
Blogs also showcase a websiteʼs ability and commitment to add value on a regular basis. Post frequency is valued by search engines as part of their algorithm.
Landing Pages
A specialized webpage built to attract a unique audience or focus on a niche sub-topic.
The pages are typically not found on the main navigation and are best accessed directly through search traffic or ads.
Specialized landing pages allow content to be specifically tailored to a single audience or niche topic that would otherwise be too limiting to the broader purpose of your website.
A well crafted landing page can be a strong conversion opportunity due to the high perceived relevance/value to a specific audience/visitor.
Web Pages
A primary page of your website typically found in the main navigation.
Webpages are best for setting Primary Keywords/Topic to show your website is a source of information on this Keywords/Topic.
Web pages play an important role as a hub for future Sub-topics & Extended Topics to build off of to show a strong web of relevance on this Keywords/Topic.
A well crafter web page should form the basis for your core service, products, values, benefits or focus as a website.
Content Approval Process
The results of this program require that content is posted and indexed by Google as soon as possible.
Our goal is to protect the results of your program and implement a default process for content approvals. If you decline to take part in this process, the results of your program will be negatively affected.
Once content is drafted, an email and a phone call will be made to you. Once you have been informed the content is ready, you will have 10 days to return with approvals. After the 10 days, your content will be posted with or without your approval to protect the results of your program.
5 Day Reminder
A second email will be sent 5 days later to remind you that your content is not yet approved and that it will be posted after the 10-day mark.
9 Day Reminder
A final reminder will be sent on day 9 of no approvals as an email and phone call. This will be the final reminder before we post your content with or without approvals. Our priority is protecting the results of your program and this process is designed to do this.
Step 5.
on-page, off-page, and content optimization.
Throughout the process, our team implements on-site, off-site, and content optimization that will further strengthen the content’s ability to get ranked by the search engines (Google).
on-page optimization
On-page SEO (also known as on-site SEO) is the practice of optimizing elements on a website in order to rank higher and earn more relevant traffic from search engines.
On-site SEO refers to optimizing both the content and HTML source code of a page and can include things like effectively interlinking web pages, decreasing page load speeds, implementing the use of Schema.org structured data or other markup, optimizing page URL structure, ensuring mobile friendliness, and optimizing page metadata.
See below for a complete list:
off-site optimization
Off-page SEO (also called “off-site SEO”) refers to optmizations taken outside of your own website that influence your rankings within search engine results pages (SERPs).
Along with on-page SEO, these include several of the factors of basic SEO that help a site to rank.
Optimizing for off-site ranking factors involves improving search engine and user perception of a site’s popularity, relevance, trustworthiness, and authority. This is accomplished by other reputable places on the Internet (pages, sites, people, etc.) linking to or promoting your website, and effectively “vouching” for the quality of your content.
See below for a complete list:
Step 6.
review, adapt and report.
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Search Engine Optimization (SEO) is a digital marketing method that is focused on helping your company get found when people are organically searching for your products and services in search engines.
Done right, and that matters a lot, it will help make sure you showing up high in the search results when people are looking for what your company does.
