Search Engine Optimisation

From the outset, we need to identify all of the many different keywords that your potential visitors are likely to use when searching for your website's products, services or information. We need to find tangible search terms that do not necessarily mention the brand name because these terms will be how prospective visitors will try to find you.

Once we have a broad range of comprehensive keywords and phrases identified, we will conduct an SEO Audit. We will cross-reference your list of key-words against the terms people use when searching. We will analyse the actual search volumes (number of people searching each phrase and similar phrases) in the UK market initially. This process will result in a much larger list of keywords and phrases, filtered by relevance and volumes, which we can review at a meeting with you to agree on the optimal keywords.

Once the refined list of relevant search terms is approved, we can  work this into a logical tree / map structure which will become your keyword-rich sitemap, tailored to search-engine performance.

As an initial target for our research, we will be looking for where we should act to make the most impact in the shortest time. To do this we need to understand how much competition there is online for specific keywords. For example, a general search term that has a very high volume of searches every month might reasonably be expected to have a huge volume of very well optimised pages. Attaining a high ranking for such a keyword would be rather difficult, and should be considered a long-term goal.

However, a relatively specific keyphrase that has particular relevance to your company might have a fairly low level of searches carried out each month but equally little in the way of sophisticated competition. We would see this as an easy opportunity to pull in fairly qualified visitors.

By this point we will have a good foundation for making qualified recommendations on specific changes to structure, content and functionality. We will also know exactly what metrics we need to pay attention to on an ongoing basis in order to measure the effectiveness of any marketing and SEO efforts in the future. Many of our recommendations will be limited to structure and content, which can be carried out easily via the Content Management System (CMS). However, functionality changes may require further studio time in order to execute.