Using data from Google Search Console, Google Analytics and a few other data tools we are able to analyse the traffic coming into the site, what pages they initially land on and the visitor’s path through the site.
We use this data and other research to see where we need to focus our efforts to achieve the client goals. SEO is not a one size fits all solution, we look at all campaigns individually to ensure our strategy meets requirements.
Our internal tools collate all the data and produces reports which begins the process of mapping out the tasks and deliverables we need to perform. These reports are summarised, formatted and passed to the client for their records.
We analyse direct competitors for the purpose of understanding how they fit into the industry field, and what strategies are working for them. If relevant, this data can also help in developing the campaign. We may also gain insights into missed opportunities by the competitor that we can explore for the client.
Technical Analysis and Quality Audit
Running a technical audit produces a list of all potential issues that we can investigate and resolve in the next phase of the campaign. The audit looks at redirects, missing pages, broken links, site speed and more. Resolving these types of issues improve the crawlability and give the user a better experience while visiting the site.
Search engines don’t want to send people to poor quality sites with slow loading pages or pages that don’t answer the user’s query (what the user typed into google). This audit tells us in detail what is missing from a site to make sure it is deemed to be “High Quality”.
Generally, this means checking the following:
- The site is coded and structured according to Google Webmaster Guidelines.
- The site and brand are “popular”, aka getting mentioned across the web (i.e. on blogs, social media, forums, press sites, etc).
- Searchers are happy because the site gave them what they were looking for. This is only achieved when a site provides content that matches the search. “Searcher satisfaction” is quickly becoming an important ranking factor, as Google’s priority is to keep users coming back and using Google Search as their primary search engine. This only happens if they serve the right results, the first time.
If a website has a lot of pages that don’t generate searcher engagement, it can cause Google to lose trust. This can result in decreased crawling and rankings.
Many SEO experts have come out and support this theory, you can review the links below for more information supporting this:
Formulating the Campaign Plan of Action
The conclusion of phase 1, we have gathered all possible information and data regarding the site, competitors and industry, run the audits, created the reports and analysed everything. We now have a true understanding of where the site is and what needs to happen to reach the goals of the campaign as efficiently as possible. This process is where the SEO Strategist takes all of this and creates a detailed plan of action, broken down into small manageable tasks for the team to work on.
Full transparency is one of our core principles. All clients have access to a client portal where they can see exactly what we are doing for them including live status updates of each task in real-time.