If search engine optimization (SEO) was once the rebellious and wilfully disobedient teenager of the Internet, that adolescent has now graduated from college with a marketing degree in marketing and landed a real job happily working alongside with his friends social media and blogging, in the bigger world of content marketing.
What was once a “dark art” of – literally – hacking Google rankings – has now evolved into just one of the critical tools in any savvy marketer’s toolbox.
What is an SEO audit and search marketing strategy?
The SEO audit is basically a diagnostic tool to help you find out what’s working, what’s not working, and what needs to happen to fix your website’s appeal to search engines that deliver online results to people looking for things online.
The accompanying Search Marketing Strategy acts like a detailed ‘road map’ to outline the very specific actions and tactics that need to be taken to improve rankings, the right kind of customer acquisition, and achieve business growth via organic search engines like Google, Bing, and Yahoo.
We’ll also want to know all about your business – specifically what you’re trying to achieve in terms of business growth. This is so that the resulting search strategy will ultimately work to help you meet your business goals.
The strategy will also provide a detailed ‘plan of attack’ for the next 3, 6, and 12 months, along with tools to help track performance so you can measure the success of your efforts.
There are two types of SEO in the world.
Sounds too simple we know, but basically there are two types of search engine optimization in the world, and we’ll take a deep dive into both:
Technical SEO: all about the ‘techie’ elements – the nuts and bolts of your website:
Is your website responsively designed for mobile?
How fast does it load on a mobile device?
Is the Google search bot crawling all of your pages?
Are all SEO elements in place such as title and meta description tags?
Does your website load properly on all browsers e.g. Chrome, Safari, Firefox, MS Explorer?
Do the most critical “selling” pages contain top keywords in URL design?
Is your website architecture aligned with best practice SEO?
Is your navigation menu optimized for SEO and also for user experience?
Marketing SEO: here’s where SEO gets seriously creative and business-centric:
Which Google SERP*s are you ranking on now? Which ones are you just around the corner on page 2 or 3?
What semantic search keywords will attract the right kind of customer traffic to your website? Not tyre-kickers but people who are seriously ready to sign up, download a PDF, or buy your product or service?
Which keywords, or keyword phrases, are more likely to get attract the “low hanging” fruit of an easy sale to get runs on the board quickly?
Is your search strategy intimately aligned with your business objectives and does it actually help generate revenue?
That last question is a doozy because it will ensure that your search strategy delivers real business results. And that’s a win for everybody.
Our approach to your SEO audit is a business-centric one:
We’ll take a look at both types of SEO as we work in collaboration with you to build a customised search strategy to ensure that your search marketing efforts are intimately aligned with your objectives and work to deliver real business results.
*SERP = Search Engine Results Page