SEO Campaign - Initial Stage

When conducting an SEO campaign, it is important to start from a solid base. This means getting the keyphrase research, competitor research and technical analysis site diagnostic in place from the beginning.

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Keyphrase Research

Keyphrase research is a vital component of any organic search engine optimisation campaign. Relevant terms that searchers actually use must be sought, since a website optimised for unused phrases won?t attract anyone.

We can take phrases from, for example, PPC campaigns and, in consultation with the client, will use both external and in-house research tools to expand the list of potential phrases. This takes into account synonyms, plurals and root stems to ensure all useful variations are covered within the target topic area.

An experienced human eye then removes any irrelevant phrases and expands the list as necessary. This list can now be used for the competitor analysis.

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Online Competitor Research

Competitor research completes the picture by defining your main online competitors for your selected keyphrases. These competitors are then assessed to determine the actions required to out-rank them over time.

The criteria used for the assessment are derived from data provided by Google and take into account the number of websites actually optimised for the term, rather than just the total number of websites mentioning the phrase. The assessment also considers the number of websites which have in-bound links featuring the search terms. This data allows us to identify ?quick wins?: phrases which your site currently ranks for but is not on the first page of results.

Technical Analysis Site Diagnostic Report

The technical analysis diagnostic report highlights any technical issues which should be resolved before the search engine optimisation is live. These include barriers which prevent search engines from adequately exploring the site (for example, if an incorrect robots.txt file is blocking all files).

Our in-house tools give a detailed technical analysis of the site, covering amount of content on the site (and how much of it is duplicate), ALT tags, search engine friendliness of URLs and filenames, and more.

Once the Keyphrase Research, Online Competitor Report and Site Diagnostic Report have been completed, stage two begins - on-page optimisation.