SEO Strategy and Market Analysis

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A good SEO strategy not only outlines where to compete, but also how to win both in the immediate and mid to long-term. I help brands to understand where their target audience are, why they’re worth pursuing, what needs to go into ranking, when they will see results and how to get it done.
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What is a Site Strategy and what is involved?

A good strategy should be informed by data, based on insights gleaned from data and over time should result in competitive advantage. I help companies to achieve all of the above in SEO
5 W’s and H Analysis?

5 W’s and H Analysis?

In the spirit of Ronseal marketing, the 5 W’s and H analysis is a shorthand for Who, Why, What, When, Where and How - analysis. The aim is to in a structured and thorough way, prompt questions that should be focus areas when looking into the data. The output is a report outlining your target customer, and how they search.
Opportunity Analysis

Opportunity Analysis

Despite my best efforts, I unfortunately do not know every query in every vertical - so one of the first steps is always to work with industry tools to find how your target audience search and where are the oppotunities.
Competitive Analysis

Competitive Analysis

With an understanding of what your target audience search and in what numbers, I then begin to assess how competitive each of the topics would be for your site to rank. Overlaying links, the types of sites showing and the intent of queries, I am able to provide high, medium and low classifications.
Plan of Attack

Plan of Attack

With your opportunity mapped and competitiveness overlayed, we can now begin creating a roadmap and prioritising tasks. I can help translate the jargon and data into tasks for your editorial, development and offsite teams, starting with the low-hanging and graduating into the competitive topics.

How the Process Works

Step 1

Understanding your business

To make the analysis relevant to your goals I start by understanding your company/organisation. In short, I need to understand what a conversion is to your business, and equally what areas are no-go’s because of both internal and external considerations.
Step 2

Collecting the data

Once I understand how things work in your organisation, I begin the desk research. What specifically happens is contingent on the agreed scope, but typically this involves using industry tools and time spent digging around to create the underlying data points we need for our analysis.
Step 3

Condensing and interpreting

After I’ve collected the data, I condense into an appropriate format and begin reviewing it for insight. As the expert I consider my responsibility to interpret the data and how Google is behaving within your industry to distil what the data is saying into actions.
Step 4

Report and next steps

The last step at this point is to create a report and discuss with the client their options. Typically with this kind of work the expected end report is agreed in the beginning, so the only surprise should be what the data says and what I glean is the best course.
Have a question about the process?
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FAQ's

There's not much mention of SEO in the above, how comes?
The conventional wisdom here is that if users enjoy being on your website, meander around and complete whatever it is that they came to do – then search engines will favour you in their results. Whether that’s due to bounce rate, pogo-sticking, scroll depth or a long list of other considerations is largely academic, what’s important is that the more people who access and accomplish their task using your website the less you’ll have to worry about in terms of SEO.
How do I know if my site is slow?

Firstly it’s worth clarifying that your website can be slow to load and slow in terms of interactivity (I.e. when you click on a button nothing happens).

Whilst tools exist that I can share which list how well you score on a scale of 1 – 100 or A – F, a more practical and simpler test is simply to disconnect from wifi on your phone and click around your website. If the pages are taking a long time to finish loading, things randomly shift around and when you click on something it takes a noticeably long time for anything to happen – then it’s probably slow enough to warrant having a conversation.

The aim here is to keep people in the flow of what they’re doing, a button not doing anything when I click on it creates rage clicks and is usually a good reason for someone to go back to a search engine and try someone else.

What's the difference between lab testing and RUM testing?

Lab testing, sometimes called synthetic testing, refers to using tools which try to emulate the experiences of users and in doing so measures and scores what they expect will be your scores. Lab testing is integral for measuring whilst working on improvements, it allows engineers to see what the expected difference in timing will be once released to the website.

RUM, or Real User Measurement, testing is when you proactively measure users experiences when using your website. The benefit here is that it is 1st party data, which means it’s more dependable and carries no erroneous assumptions.

A fun bit of trivia is that Google actually provides you with RUM data by discreetly measuring users experiences in the chrome browser. This means that even if you have not been actively measuring your users interactions you can gather some data from Chrome.

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