SEO Strategy & Implementation
Search and especially SEO has recently gone through its biggest shakeup ever. The introduction of Ai and conversational style search has meant that some older SEO strategies might not be enough.
One thing that doesn’t change is the fact that technical SEO and your on-page SEO are the foundation of your website and online performance. If you’ve got a solid base to build from, you’ll likely get more out of your activity.
I’ve worked in SEO for over 15 years and have seen the good, the bad, and the ugly for both SMEs and £multi-million businesses.
What this includes
✓ Technical SEO Audit
✓ Search Engine & Ai Appearence Analysis
✓ Day to Day On-site SEO Taks
✓ On-Site & Technical Recommendations
Things I consider for an SEO Strategy
01
Technical & On-Site Audit
Where are things currently at, and what is the overall health of the website?
In its simplest terms, can the website be crawled, can it be indexed and is it being understood in the way the brand wants?
Is the website structured in a way that the core commercial pages have an internally linked support network of relevant pages?
This needs to be the starting point of any digital activity. Is the website in a position to benefit from amplification activity such as Digital PR and content etc?
02
How the Brand Appears on Search Engines and in Ai Results
What topics is the website associated with? Does the structure of the website mean it has been labeled as a topic that isn’t a priority?
Whether you believe that SEO and GEO are the same or not, understanding what Ai knows about your brand and what sources it looks at to understand your offering is key to understanding what needs to change or what you need to improve to better appear in AI-driven results.
How much search traffic is likely to be answered by Ai and, as such, reducing clicks to the website?
03
Prioritised Recommendations
A business impact-driven list of changes that can be made to the website.
Based on the audit and investigation into the data, what changes can we realistically make?
Work with the brand to understand development queues to better understand how to prioritise tasks to deliver business impact.
04
Day to Day SEO Tasks & Implementation
Brands have different resources and capabilities. As part of the core SEO strategy,y I would work to understand whether this was being carried out in-house or if the brand needed ongoing support.
As a hands-on SEO, I’m happy to execute the day-to-day tasks involved with delivering on an SEO strategy.
05
Understanding the Data the Brand Has & How it Translates to other Teams
SEO in many businesses will often sit in a silo. Working with a brand, you can get an idea of the data that SEO has access to that could benefit other teams within the company. This helps position SEO within the business in a better place.
Examples include:
Internal search data can be used to show demand for topics/products that would benefit buying/marketing teams
Trend data that could benefit other teams etc
Popular articles or trending keywords that could benefit social teams with engaging subjects to create content for.
06
Monthly Impact Reporting
Consistent, clear reporting is key for any online activity.
The most important aspect here is to understand what metrics matter most to the brand and what metrics matter most to those who will see the report.
Explain changes and uplifts in a way that can be understood outside of SEO jargon.
Are rankings improving?
Is traffic improving?
Are we converting/selling more because of it?
Are we more visible in Ai than before?
07
Growth Opportunities
Once we’ve worked on fixing/improving what is already there, we can look at growth opportunities such as:
Content Audit & Content Plan
Google Shopping
Google Business Pages
Re-purposing written content for social media
Need something more?
Consider a fully Connected Search Strategy that looks at multi-platform search, helping to build brands and future-proof against organic changes.
Check out the work I’ve done before here: