Search engines struggle with flash websites, which is plain to see when you look at the site search results for any flash sites. Usually the search engine...Read More
SEO Management - using Enterprise level World class data and techniques
A critical element of any Search engine optimisation (SEO) is to have the process managed from keyword selection to link development. The process requires a combination of technology, networks and content. In effect SEO management or in other words an SEO managed service. SEO management involves a typical SEO workflow of:
Understanding the clients business, the market and the search competitors Keyword selection Content and Technical audits SEO benchmarking of rankings and other KPIs Content development Competitor landscape analysis Link building strategy Link development and building social networks KPI analysis and short term bottom up planningTo undertake the process in the most efficient manner whilst producing the desired results requires:
Curiosity about the search fabric of your industry – without knowing what your customers are looking for and what makes good shareable content, it’s difficult to know what to put on your landing pages and in the content we seed around the web to earn links and social votes of approval Facebook citizens and other sites. Getting under your website’s search and business skin is highly important to make the SEO campaigns work well from the go sign.
Enterprise level World Class technology: the kind of technology most clients are not prepared to spend money on given they are not in the business of servicing other businesses SEO. This technology allows us to know on a daily basis what is happening to your search traffic, why it’s happening and what the opportunities are.
Networks and webmaster relationships: Insight and content is one thing, and having the webmaster relationships and networks is quite another. We utilise these to the client’s benefit and thus ensure we can act on the insights gained on the competitor landscape so that we can close the gap in the rankings and eventually be in the enviable position where your competitors are 2nd guessing our own link building tactics.
SEO is becoming increasingly data driven and it is easy to be fooled by the statistical models that confirm what clients and average SEOs already know. What we don’t know is what we focus on. It’s hard enough to cope with ‘unknown unknowns’ of SEO let alone cope and respond to what are the known unknowns of SEO.
Fortunately we have confidence (though read: not over-confidence) based on what has worked in the past, what continues and discontinues to work in the present climate SEO. The good news is we are not trying to predict the variables, as the variables are known by an entity i.e. the search engines (or at least we hope they know their own algorithms). With this in mind, as SEOs we are estimating the variables and with moderate success in highly competitive industries.
Using a combination of technology, statistical models (without the confirmation bias where possible), and understanding the landscape we are able to manage our client’s website SEO, establish the risk profile and formulate the appropriate link building strategies accordingly. This protects the brand value of client’s sites whilst exploiting the cutting edge techniques to our clients benefit without the risky downside.
The result is high rankings, relevant traffic for sales and lead generation thanks to a data driven, detailed thinking process coupled with scalable action.