Let’s take a closer look behind the scenes at how a London SEO agency maps out a typically successful client marketing campaign.
Google determines search rankings largely on the relevancy of your site content and authority of the external sites that link back to you.
There are also many other additional ranking signals that determine top search rankings such as:
Domain and page-level metrics – mobile friendliness – bounce rates – user journeys – visitor engagement – social media presence etc .
The goal of the SEO expert is therefore to:
a). Optimize your websites focusing on 2 major elements – On PAGE & OFF PAGE.
b). Rank high through quality, in-depth content and to build your authority through quality backlinks and usability.
Listed below is a breakdown covering each aspect of a standard recommended SEO campaign structure.
Site Audit – Each month an expert team member will spend time in analysing:
- Web page layout
- Site content
- User behaviour patterns
- Page speed
- Visitor acquisition
- Goal conversions
- Bounce rates
- Landing page performance hot spots
- Calls to action
- Content shortfalls
Competitor Audit – Study your closest competitors to determine website metrics, market presence, content quality and keywords ranking performance.
Link Profiling – Looking at the number of referring domains – quality of referring domains, link relevancy – link co-citations – number of outbound links – own + competitor.
Keyword Audit – Analyse the keywords being targeted for relevancy, traffic volumes, competitiveness and long term growth.
2. SEO CAMPAIGN
A monthly campaign will feature each of the following key elements:
Blueprint – Plan detailing keywords, content and links to be targeted for localised search ranking gains.
Content – Topical ideas grouped around both broad and local target keywords.
Creation – A minimum of 2 x 1000-2000 words fully researched high quality, unique articles.
Marketing – National & localised outreach to selected popular city blogs & media platforms.
PR x 1 – Syndication across a diverse range of media platforms to generate both national and local brand awareness and quality backlinks.
Blog posts x 4 – Targeting product keywords, news, community events etc.
Local citations – Reviews, business directory listings, sponsorship, local classifieds.
Structured Data Markup – Highlight reviews, events, people, products, services.
New to SEO? Learn more about it here
3. BUILDING RELEVANCY – Content Planning, Editing and Writing (Content Marketing).
Relevancy is all about your content. In search marketing, you need high quality website content to support your campaign, rank well in the search engines and drive business.
Unique, valuable information and educational content drives traffic because people want to read it, respond to it, and share it!
Using the highly important E.A.T. SEO guidelines, a team of copywriters will craft content that is authoritative, thoroughly researched and customised to meet your specific goals.
The team will then ensure that your pages are written to attract traffic to your site while promoting your brand and delivering your message.
The process includes:
Structuring pages for the web and establishing an ongoing content plan.
Researching and writing pages to support your SEO campaign.
Editing and proofing pages to incorporate feedback.
Adding content on a regular basis is also important. Companies that blog regularly attract 75% more traffic to their websites.
Almost all SEO campaign plans include turnkey monthly blogging services from topic conception through writing and posting with each post being optimised and relevantly customised to suit your industry sector and geographic market.
4. BLOG POSTS
Monthly blogging service with content brainstorming, writing and distribution includes:
Research and topic development
Writing and editing of monthly posts
On-page optimisation of each post
Distribution to target audience platforms
5. BUILDING AUTHORITY
Building a proper backlink profile is now multi-faceted and more intensive than simple link building and requires thorough research, outreach, time to complete, and time to mature.
Authority is based on the quality of backlinks to your site.
Developing a linking profile capable of ranking well in 2020 & beyond means that any links leading back to your website must be of relevance and quality.
A quality backlink requires that it is natural (not forced) and makes sense for your particular website or industry sector.
A diverse link profile is also more valued and a multitude of backlinks from separate sources or domains, are more valued than ones originating from the same location.
Each month you receive a detailed report on ranking improvements, key performance metrics and consultation on best practices.
Monthly Reports of Rankings & Traffic
Re-Optimisation, as needed
Monthly Consultation & SEO Web Site Audit
7. PARTNERSHIP, CONSULTATION & REPORTING
Internet marketing is a partnership.
Clients who regularly meet with their agency partners and act on their suggestions and ideas do tend to rank higher more quickly.
While an agency might handle 95% of the work themselves, they will also need your input on content and in obtaining some backlinks.
Feedback, assistance where necessary and an ongoing monthly budget are prerequisites to sustaining growth.
Although the client will receive a detailed report each month, it is always recommended to schedule a consultation to review best practices, to discuss and pitch new ideas.
Campaign fees should list in detail every item of work that the agency will be carrying out and should therefore NOT have any other surprise extras!
Fees are usually charged on a fixed hourly rate basis unless otherwise negotiated and are almost always subject to VAT at the prevailing rate.
SUMMARY – MUST HAVES
A London SEO agency should have a minimum of 5-7 years experience.
A verifiable track record in helping brand growth.
Competent at audience development and retention strategies.
In-depth SEO knowledge, multi-channel expertise and a varied industry exposure.
Supply proof of client satisfaction.
Based locally to facilitate monthly meetups.