Digital Technology Labs has prepared the following SEO guidance and strategy to act as the foundation of work that could be done over a series a few months to establish your website on Google, in order to drive traffic via organic search. Why? Because additional traffic leads to improvement of ranking on Google (SERP) and an improvement on Google leads to an improvement in traffic.

SERP - Traffic ‘virtuous cycle’

Fig 1. The SERP – Traffic ‘virtuous cycle’

SEO guidance

It is the hypothesis that if we drive traffic to the website through the right search keywords then we will establish a percentage of conversions of these visitors to enquiries for your businesses services, or to make a purchase of the products that are being marketed on the website.

SERP = Search Engine Results Page (analysis) this tells you your position on google search.

SEO = Search Engine Optimisation – this is how well optimised your content is for your search terms.

Baseline

We recommend before starting, that a baseline of statistics should be taken from Google Analytics regarding your website performance. For example, Google Analytics can give you the number of sessions, users, page views and average duration.

We would then recommend you perform an analysis of your keyword phases, for example the initial pass for an Acupuncture website may be the following:

Acupuncture

Esther Holford Acupuncturist

Acupuncture London
Acupuncturist London

Acupuncture Hale Clinic
Acupuncturist Hale clinic

Supplements

Esther Holford Supplements
Esther Holford supplement store

Natren Products UK

We would then suggest you see how you currently perform on these keywords, and then continue to track how you are doing. We recommend signing up to a tool such as SEMrush to monitor the performance of the keywords you decide upon.

Proposed keyword strategy

In order to perform better on search, it is recommended to start relatively small and then build up.

As you have two goals in mind; likely 1) to build your brand, and 2) convert visitors to paying customers, we should take a two-pronged attack to this strategy, focusing on both angles.

for example for Digital Technology Labs, we started with ‘web design Langdon hills’ and got to #1. Then we worked on ‘web design basildon’, a much larger area including the district ‘langdon hills’, and we achieved #1. We are soon going to start tackling an even more popular search phrase, e.g. ‘web design essex’ – though we may choose to go after a few large towns/cities in Essex before tackling Essex itself.

for your website, services and products, if we were to assist, we would like to have a conversation around the identified keywords, and to understand more about your target demographics, what you think people will search for, and what you want people to search for in order to find you.

Proposed content marketing strategy

We recommend creation of unique and new content, which can then be shared through your social media channels.

Our SEO guidance recommends the creation of at least 4 blog posts a month, which may equate to 1 blog post a week. We should also use high quality imagery, which if you already have it, then great, if not then you can use a site such as http://www.unsplash.com to source the images for free.

Typically we use ‘Yoast’ to optimise the content our blog posts. this will allow you to focus the content on a keyword phrase, and improve the quality, flow, readability and search-ability of your content.

It may be worth us doing some more research and experimenting with some of the other ‘free’ options if you are not hosted on WordPress.

Proposed Semantic / micro-content strategy

It’s possible on WordPress to use a semantic / micro-content plugin, which makes your content such as products, role, opening times, services, etc – all machine readable and understandable. This will help search engines find your content and list you correctly. Especially in light of Google’s new algorithm called ‘rank brain’.

Rank Brain = the name of the new Artificial Intelligence engine that is helping Google index content via it’s search.

We can recommend plugins that assist with this on WordPress.

Email marketing strategy

Do you currently have any email marketing lists? And are they in mail-chimp? We recommend getting a sign-up form on your website, that we recommend integrating with mail-chimp.

If not that is fine, we could start collecting email addresses through opt-in customers, and people that sign-up to your services free or paid. We can also put a sign up pop-in to appear after 20 seconds on your site. We can also give you a link to include in you email signature.

Once we have established a reasonable volume in the email list we should look to do an email campaign. This could be a newsletter including a summary of your latest blog posts.

Proposed social media marketing strategy

In your line of business we see that the following other channels may be considered:

Twitter
LinkedIn
Facebook
Instagram
Youtube

Depending on the channel, determines how regularly we recommend that you should post. On Twitter we recommend posting at least once per day. On Facebook or Linked In we would recommend a cadence of 1 to 2 times a week (for automated posts) – and then additional posts above that are fine.

We recommend that you maintain a spreadsheet of your social media posts, with the date/timestamp of when they were last posted. That way at the start of each month, you can choose and curate a selection of content that hasn’t been published for a while, and setup a list of posts for the following month. Using a tool like ‘Social Oophm’ will then let you schedule in those posts for the following month so they automatically post.

We recommend this approach as it acts as your social media ‘fire wall’ – you know you’re posting regularly, so it takes the pressure off having to come up with unique content every few days to post. With the pressure off, we find it encourages posting additional content.

The content of the blog posts also depends on the channel, for example on Twitter it is important to think about which hashtags you are going to use. As it is so on Instagram, whereas this is not as important on Facebook or LinkedIn.

Links to blog posts, with some comment about the post (e.g. it’s title) are good. As are images with some commentary. Other ideas, are to have posts that are plain text, but say something interesting or shareable.

Proposed paid-digital-advertisement strategy (for the future)

There are multiple paid digital marketing / advertisement channels you can use. Currently we would recommend placing adverts on either Google via Adwords, or Facebook via Facebook Ads.

Google Adwords allows you setup campaigns based on keyword phrases, and you can define the maximum you are willing to pay per click. You advert will then be shown above or below the search results – and you only have to pay if someone clicks on the link in your advert.

Facebook Ads allows you to setup campaigns based on demographics, or a marketing funnel. This is based on affluencey, sex, age, geographic region, and a few other things. It maybe good to use the analytics form Google Analytics to determine some of the Demographics

How Digital Technology Labs can help you

We can help take the pain out of this and give your further SEO guidance, by working with you to improve your SEO and Search Engine performance. We charge £49 + VAT (£58.80) per month, for this work. For this you get approximately 2 hours of DTL’s time a month, and we would create an SEO guidance plan for you, prioritise it in collaboration with you, and then execute it over the coming months. Any advert budget is additional to the above fee, and charged with a 5% agency fee. Get in contact with us here.

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