Assessment & Framework Installation
If we don't already have access to it we ask that your web designer create an Admin level login access to the WordPress back-end. As part of the initial setup we assess any previous SEO efforts and undertake any remedial work required on the site to bring it into line.
Once that's done we get to work installing a number of plugins (software) that will help us do our SEO job and increase content security. Each of the plugins requires settings to be entered and saved. All of the settings relate to how search engine friendly the website will be.
Certain of these settings connect the website to external services that monitor activity or deliver related functionality to the website. Some of these plugins will not require further action and will be left alone, other need to be regularly monitored by us for performance.
Sitemap Architecture
The sitemap is an array of web pages that are related to the way we want to promote the subject content to end users via the search engines. Some of these pages are what could be called 'silos'. Silos are stand stand alone pages but are joined together like mycelium under the ground via other interconnected web pages. This ensures that the search engines will follow the information trail. Depending on the SEO task we are undertaking the types of in-page content in silos and sub pages might include:
- Content related to products
- Content related to questions
- Content related to geography
- Content related to lifestyle
- Content related to social status
- Content related to personal connectivity
- Content related to subject understanding e.g:
- health
- fashion
- relationships
- aesthetics
- psychology
- biology
- the body
- mechanics
- etc
The above approach depends on the desired commercial or social outcomes. This is established through discussion with the client and then applied to the site map structure.
Once we understand what is needed we create a number of web pages that will await the addition of content in the next stages. The creation of these pages may be an ongoing task for some time into the future if required.
Content Creation
This phase of the SEO operation is where we start to write and add original content to the sitemap pages. It's a task that can continue for many months and with the addition of regular blog pages and product updates will become something that should ensure the search engines continue to return to scan the site for new content. Content creation is open ended and may continue for many months if not years. The client can contribute a great deal to the content creation and may take over this task at any time in the future. The creation of fresh content encourages search engines to continue indexing the site
Content creation can include:
Research
Image optimisation
Product optimisation
Schema input
Copywriting
Web page content
Blog posts
Social media posts and campaigns
In part this is about key words however that’s only a small part of any online strategy. To gain a winning edge you need to harness every possible tool available. SEO can include organic (in page) optimisation; well written and relevant content, customising the ‘snippets’ that display when your site appears in search engine results, ensuring that your website is fast loading and many other things that contribute to inclusion in major search engines.
Social media plays an important role in search engine optimisation gaining ground so you need to consider which social media platforms will work for your business and which ones might be a waste of effort. We analyze your business, its intentions, and your target market and can advise and provision what needs to be done in social media and on your website.
Content Management
Content management is an important side task to content creation. The currency of content can be critical to keeping the search engines interested. Its also important to be current with what the search engines want in order to index a website. Equally important is to know what search engines do not want or what they will penalise your ranking for. This is a somewhat fluid situation and needs to be monitored.
How up to date and relevant the content is helps build and maintain credibility and keeps your brand out front. Finally don't forget that when your site first appears on page one of Google results the position it occupies is one that someone else had till that moment. That brand may respond aggressively to win reinstatement to the page one position they have lost.
Ongoing Options
According to your business needs and level of engagement you wish to have in the SEO process, the relationship we establish with you could last for many years - or just a few months. We may continue weekly or monthly to add a relevant blog post or create posts for your various social media accounts.
If you would like us to do this ongoing work for you the simplest way to establish the volume and regularity is to indicate what you feel is affordable and we will work to your budget.