SEO Strategy and Market Analysis

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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.
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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?

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

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

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

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.
Have a question about the process?
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FAQ's

Do I need your help if I have a Product/Project manager?

I read this as a question of whether a generalist can do the job of a specialist.

Whilst a lot of things in SEO are arguably just being neat and in-keeping with commonplace best practices, it remains that considering how obvious and common these consideratiozs are they do not really create any sort of advantage in the market.

Anticipating what are going to be the most impactful of the more mature tactics is where an expert comes into play, allowing you to leverage their skills, experiences and training to avoid waste and get straight to the stuff that works.

Can I not focus on SEO after the site is live?

Technically speaking of course you can. The issue with this train of thought is the waste.

By not building it right the first time you waste time on the first iteration, potentially re-building or throwing away code and resources.

By sending live a site which is not optimised you waste creating a positive impression with search engines whilst the site is new. Depending on the issue, this can take quite a long time to unpick/solve (Google [Discovered – Currently Not Indexed]).

Lastly, by making your engineers work on code which they then throw away it wastes their enthusiasm for the project. Nobody wants to throw away something they spent a lot of time working on, least of all engineers that are motivated to do good work.

Should I have everything off the root or in directories?

This is admittedly a bit of a tangent but it comes up a lot! The short answer is both can work but it’s typically easier to work with your site when organised into directories. Spending 3 days tagging pages is not fun, and as you add more you need the team to remember to do it. Conversely, putting a page about puppies in the /dogs/ folder is obvious and doesn’t require any additional work.

A pro-tip here is also that when pulling data from search console you can get more from their API if you have profiles setup for each directory on your website – this is not an option for flat sites.

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