SEO website audit

Over time websites become big and fragmented and suffer from changes in policy and methodology.  A change in staff, who has their own style can have a negative impact on the business.

For example if you take the a typical url i.e. enterprise1.com/en/uk/home.asp and compare that to enterprise1.com/en/UK/home.asp then, to a search engine, we have two separate pages that duplicate each other.  All because someone used capital letters whereas others have not.

This type of error is very common and the more complex the enterprise the bigger the problems become.  SEO Services UK website audit maps your website using a sitemap generator.  We export this into a spreadsheet and visit each page.  We review each page and provide specific instructions on a page by page basis.

This data can be used by your internal staff or SEO Services UK will provide the resource for you.

The website audit allows us to set the bench mark of where your business is now.  From this we can measure improvements and undertake the task of keyword research, website optimisation and on through the rest of the process.

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SEO keyword research

Keywords drive the Internet.  It refers to the words and phrases entered into a search box of a search engine like Google.

Understanding the right keywords for your business is essential to capturing prospects proactively searching for the goods and services you offer.

Keywords are the foundation to your business on-line.  Our objective is to use keywords to sculpt your website to meet your business needs.  As with everything we do keywords are adopted based on their ability to convert visitors into customers.  We test and measure keyword effectiveness via analytic reporting and by use of PPC.

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SEO website optimisation

Website optimisation ensures that your messages are delivered accurately to the right audience.  It is a combination of delivering the right content within the right structure, eliminating potential penalties, and delivering relevant content.

The architecture must support the message as such the website audit provides all the information required to optimise the website.

Website optimisation has become more complex in the last 12-18 months as there are now more devices to support.  Mobile Internet has seen staggering growth in this time period and a battle between three giants is taking place right now.  The three giants are of course Apple, Google and Microsoft.  Each has an operating system and each is fighting for market share.

From a website design perspective this means that the underlying code must be easily transportable across all platforms.  To add to this Internet TV is now a reality adding another dimension to the world of website design.  Of course with new browsing platforms now reaching the armchair in every household the Internet market has become even more accessible.

So is website optimisation important?  You bet!  SEO services UK will manage the entire process by working with your internal web team or use our own staff ot make the changes.  The resulting website will exploit each browsing platform to deliver results.  We will ensure that the website conforms to standards and that specific content is created to optimise the user experience based on their browsing platform.

We take care of all the technicalities and content requirements to satisfy search engines rating algorithms.  This involves both on-page optimisation, architecture and server side optimisation.  We measure and report performance from Google webmaster tools to ensure that we achieve our goals together with validation reports from the W3c and other sources.  As with everything we deliver it is measured, monitored and improved.

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SEO link building is vital to gain sustainable results

Link building takes time and there are no short cuts.  Content specific links are critical from an authoritative and credible source.  We research the best resources, many of which will take time to build credibility before links can be made, but it is this “longer term” approach that delivers sustainability.

What differentiates us from our competitors is that we create professionally written articles from a team of professional writers. Each writer is given a keyword which they independently research in order to create a number of relevant news items, articles or blog posts. This way we can ensure that each piece is of high quality, interesting, unique  and will be accepted by the highest ranking, influential and relevant websites.  Each article is used once and can carry two links to targeted pages of your website.

Many of the sources we find play dual roles contributing to both link building and social networking.  Wherever possible we combine the two purposefully to attain both short and long term value.

From the website audit we identify critical pages of your website and form an action plan for link acquisition.  The process is totally managed and results are measured via our monthly reports under the “referrals” section.  This way we can accurately measure the conversion rate / value associated to each link made.

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Tactical paid advertising | PPC

Paid advertising / PPC is a necessary part of the marketing mix.  However, using it tactically provides a significantly higher return on investment.

Dead money.  Spending money on keywords that you have already established yourself is a common mistake.  Our approach to on-line advertising is to reach new target markets using relevant keywords.  We undertake keyword research as part of out proposition.  However, we use PPC to test their value.  Keywords that convert well as part of a PPC campaign will convert even better organically and are therefore taken into the main website to obtain organic placement.

In addition to keyword testing we create a number of campaigns that will focus on specific streams.  For example in a high turnover business it may be necessary to sell on volume with plentiful supply at lower margins or choke the business back when availability is limited to obtain higher margins.  All this can achieved in minutes.

Managing on-line advertising / PPC delivers a greater return on your investment.

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SEO Social | Viral marketing driving the conversation

Reputation management is an essential part of SEO.  Being seen as an industry specialist increases your exposure to a highly targeted audience.  This audience is already talking about the goods and services that you offer but not necessarily about your company.

leading and steering conversations results in gaining highly qualified prospects to visit your business.  There are many great resources on the internet ranging from consumer discussion groups, industry related blogs, social networks as well as the established networks such as Twitter, Facebook and Youtube.

Most of these resources are also used for link building but the emphasis is really on establishing your business by sending out the right messages.

As a marketing tool it is possible to reach an audience with a specific message within minutes.  This allows us to match “content” to your business needs at any given moment in time.  For example using Twitter to promote “last minute” deals or using Facebook to run a vial competition all contribute to the marketing mix.

SEO Services UK manages the entire strategy aligned to your marketing team and business imperatives.

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Analytical measurement and reporting for conversion rates

If it cannot be measured we do not do it.  Measuring activity is essential from the outset.  During the Website Audit phase we will add, if not already available,  Google analytics and Google webmaster tools to your website code.  Google Analytics is an enterprise-class website analysis tool recording all activity for every user that visits your website.  Initially using these tools will give us a benchmark from which we can accurately measure progress.  Webmaster tools reports what keywords are driving traffic to your website and movements within search engine results for each keyword.

Conversion rate is measured by establishing how many visitors go on to convert into business.  We can trace the visitor journey through the website, how did they find the website, what pages did they look at and at which point they abandoned the website.

What we see in the above example is that 17% proceed to the shopping cart.  To the left we can see the entrance pages and on the right the exit (abandonment) pages.  Using this data we can establish abandonment causation and improve the content to convert to higher conversion rates.

Analytics works for organic traffic so we undertsand which keywords are working for us, referrals from other websites so we can measure our link building / reputation management activity and our paid advertising / PPC allow us to find keywords that convert well for adoption into the website.

We present score card reports each month together with commentary on the progress made.  Typically this is delivered at your management meetings.

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