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.

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.

FAQ's

What will I know after this report that I don't know now?
To create a business strategy you need to understand what problems your target audience have and what is the best way to solve it based on what needs doing and how to operate a profitable business doing it. The purpose of this project is to fill in the SEO related blanks to what are your target audience problems and what do you need to do for SEO to be a viable channel for you.
What follows this analysis?
The next steps are provided as part of the analysis, indicating the suggested routes forward and the expected expenditure associated. It’s my intention that after having done this project you should be ready to commit to doing the leg work, so the next steps will be doing the work we’ve agreed.
How to Contact Me
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