Collaborative Approach for SEO – Analyze, Optimize, Repeat.
Effective SEO requires a good understanding of a client’s goals. Therefore, our work begins with a conversation.
In the discovery process, WebMetrx will review the existing MarTech stack and take in information from key stakeholders about the marketing goals and objectives for the website. Then, we review those strategies and any marketing plans already developed and research your key competitors before creating a bespoke SEO plan.
Next, we audit the current website and any supporting web properties or microsites, perform keyword research based on the message strategy, review existing content and recommend updates to ensure the client’s website is optimized for crawling by search engines. In addition, WebMetrx will provide expertise around SEO best practices (selecting keywords, diagnosing technical problems, evaluating the site structure, and optimizing content).
Our SEO strategies encompass both the technical side of optimization – including site architecture, canonicalization, and crawlability as well as keyword research and cornerstone content, so the message is delivered as authoritatively as possible.
SEO Analysis
This stage analyzes the overall digital footprint of the website versus market competitors. We determine key strengths to preserve on your site and weaknesses to overcome through this evaluation. In support of marketing strategy, we also identify opportunities for future success in gaining more visibility via quick wins and highly targeted, long-tail content development.
With you, we develop a plan for achieving better rankings for important keywords to drive only the most qualified audience to the site. This plan also identifies any existing website problems which might preclude search engine crawl.
SEO Technical Audit
SEO inevitably encompasses usability and site architecture. Today, the user experience is part of the algorithms. Predictability assures usability.
Our audit identifies existing search engine roadblocks within your domain and prevents SEO conflicts. In addition, as we review on-page content and coding, we provide a prescriptive summary of actions needed to mitigate technical issues. We check usability, site speed, and interaction events to optimize user behavior pathways to conversion.
Each point of navigation and interaction in the site must offer sufficient “scent” through the right mix of metadata so that users can get a sense of what the page is about. As part of this analysis, we will provide recommendations to improve engagement (page views and time on site); to that end, we leverage the discovery documentation to have a clear assessment of what our audience expects to find when they are searching as well as what we want them to see.
SEO Content Planning & Development
The goal of successful keyword research is to find keywords that (1) are relevant to the site being optimized (targeting the desired audience) and (2) have enough search volume to bring traffic to the site.
With this in mind, keyword research aims to find those terms closely related to your business offering.
Keyword research guides us to the topics people are searching for, but our responsibility as marketers is to go beyond that data. That means having the most useful, most engaging, best quality page for a query – with the appropriate keywords on the page to support the message. And although keyword optimization often happens best when a topic is thoughtfully written and has enough depth to include many variations of a concept, optimizing your page for specific queries still reinforces that phrase or term as the subject of the page.
Our SEO copywriting and copyediting services include bespoke keyword research for the topic at hand – including semantic variants and audience intent – with a Content Brief developed and prioritized by strategic impact as specified by you.
Monthly SEO Support: Under a retainer agreement, we provide ongoing content review and optimization for newly developed assets; provide reporting on tracking performance improvements (ranking, traffic, engagement), and monitor algorithm changes for potential site impact.
Let’s Work Together.
Our collaboration with your team results in a holistic approach to SEO that fully supports your business strategy as a multi-year, scalable effort. Contact us at [email protected] to learn more and obtain a free initial site audit.
*Adobe Research