SEO Strategy and Market Analysis
A good SEO strategy not only outlines where to compete, but also how to win both in the immediate and mid to long-term. I help brands to understand where their target audience are, why they’re worth pursuing, what needs to go into ranking, when they will see results and how to get it done.
What is a Site Strategy and what is involved?
A good strategy should be informed by data, based on insights gleaned from data and over time should result in competitive advantage. I help companies to achieve all of the above in SEO
5 W’s and H Analysis?
In the spirit of Ronseal marketing, the 5 W’s and H analysis is a shorthand for Who, Why, What, When, Where and How - analysis. The aim is to in a structured and thorough way, prompt questions that should be focus areas when looking into the data. The output is a report outlining your target customer, and how they search.
Opportunity Analysis
Despite my best efforts, I unfortunately do not know every query in every vertical - so one of the first steps is always to work with industry tools to find how your target audience search and where are the oppotunities.
Competitive Analysis
With an understanding of what your target audience search and in what numbers, I then begin to assess how competitive each of the topics would be for your site to rank. Overlaying links, the types of sites showing and the intent of queries, I am able to provide high, medium and low classifications.
Plan of Attack
With your opportunity mapped and competitiveness overlayed, we can now begin creating a roadmap and prioritising tasks. I can help translate the jargon and data into tasks for your editorial, development and offsite teams, starting with the low-hanging and graduating into the competitive topics.
How the Process Works
Step 1
Understanding your business
To make the analysis relevant to your goals I start by understanding your company/organisation. In short, I need to understand what a conversion is to your business, and equally what areas are no-go’s because of both internal and external considerations.
Step 2
Collecting the data
Once I understand how things work in your organisation, I begin the desk research. What specifically happens is contingent on the agreed scope, but typically this involves using industry tools and time spent digging around to create the underlying data points we need for our analysis.
Step 3
Condensing and interpreting
After I’ve collected the data, I condense into an appropriate format and begin reviewing it for insight. As the expert I consider my responsibility to interpret the data and how Google is behaving within your industry to distil what the data is saying into actions.
Step 4
Report and next steps
The last step at this point is to create a report and discuss with the client their options. Typically with this kind of work the expected end report is agreed in the beginning, so the only surprise should be what the data says and what I glean is the best course.
FAQ's
Why are you so much cheaper than the bigger tools?
Can I not do this for myself using screaming frog?
My site has to be crawled from a certain market, can you do that?
Why do I need site monitoring?