Our Search Engine Optimisation (SEO) approach for businesses in Surrey and beyond
What is SEO?
SEO is a marketing strategy focused on optimising a website to make it rank on page 1 of Google.
The reason that businesses in Surrey and across the world want their website to rank on page 1 of Google is to gain exposure for their business. With that exposure comes enquiries, leads, messages, and sales from customers finding your website through a Google search.
There is however more to an effective SEO strategy than just ranking for keywords – that’s the first step. There are factors after ranking that are extremely telling in whether your SEO is working or not – are you getting leads? Are customers placing orders? Are customers reaching out to you?
There’s a process to follow when it comes to SEO – but it’s also a process where you can test different areas of your business. SEO is like a jigsaw puzzle – there are many pieces to play with. By slotting all the pieces together, you will create a stronger brand and business for yourself.
We want Google to look at your website and choose to rank you for the relevant search terms that your users are searching for.
A real life example – bakery shop in Surrey
Say you own a cupcake shop in Surrey, you may own what’s called an ecommerce website. This means customers can come to your website to buy and order cakes online for delivery or pick-up.
From an SEO perspective, the search terms that you may want your website to appear for when searched for by a customer on Google could be:
“surrey bakery”, “bakers surrey”, “cupcakes surrey”, “birthday cakes surrey”, “cake shop surrey”, etc.
To make that happen you will want to write content and optimise it. On top of this, your website needs to be super easy to browse so that a customer can order a cake from you with ease.
If your website is not interesting enough to keep your potential customer’s attention and they leave your site quickly, it negatively impacts your SEO. The way a customer acts on your website tells Google whether your website was the right one to show for that search term.
However, there are many factors that Google considers when ranking your website.
SEO process and expectations
By trying to get Google to essentially like what it sees and make your site rank, it needs to be a top performer, on desktop but most importantly on mobile. Mobile ranking comes first now in SEO!
SEO is unlike any other service we offer. It’s an ongoing operation that needs to be closely monitored and regularly tweaked and realigned to the results and your business objectives.
There’s no quick fix for SEO – if there was everyone would be doing it
Growing your online presence is very much like building a home – you start with the foundations and over time you build upon these foundations to formulate the house. Once you have the house it’s then time to turn it into your home.
Turning your house into your home is where it’s your time to shine. You can move all your furniture in and start decorating (or vice versa).
SEO is the same. You form your foundation for building an online presence – a website, a Google My Business Page and your social media channels. Once you have those digital elements, it’s time to make it your own.
Believe it or not, your brand will play a huge part.
Sure I can optimise your website’s content and apply all other technical SEO processes to get you ranking, but it’s about your brand to begin with. If you have a strong brand, your business and SEO will thrive from it.
SEO is like an investment. It’s a slow burn, but once you begin to rank for those competitive search terms, you won’t need to pay huge cost per clicks anymore.
Where do we start?
Plan, plan, plan again
We always start by focusing on exactly what you want to achieve. Your SEO and business objectives should align, so whatever your expectations and goals, we will work to fit the SEO strategy around that.
It may be that you’re looking for more online enquiries. Maybe you’re looking to completely transform your business online with a new brand or website. Either way, we will need to have a digital strategy.
A full digital transformation may not be considered as SEO, but it is still essential. The look and feel of your digital marketing will revolve around your branding – the way it looks and even all of your messaging.
Once we have a basic plan in place, we can then get down to coming up with your SEO strategy.
We may jump right into preparing to optimise your website. But if you do need to change your website before doing the SEO, due to it’s look or boosting its performance, then we’ll do that beforehand.
Say we’re jumping into the SEO, this is the typical process
Before working on your website we need to research and agree on a suitable list of keywords to focus on. This way we can see where you’re ranking to begin with and compare month on month to see if things improve.
We need to find search phrases that users are searching for and are suitable to your business, services or products.
Once we have the keywords agreed, we will review your entire website. We will optimise your site’s performance, user experience, content and other technical elements, such as its internal linking, meta descriptions, page titles and alt-tags.
Content writing and copywriting is part of our ‘website optimisation’ process, but at that point we usually spot some gaps within your content that could will improve your site’s experience and bolster the content for your users.
Upon reviewing your existing content we may recommend new website content, or we may suggest some editing to optimise your content across the site.
Your website’s content is essential. It must be short and concise to ensure people take the time to read it, whilst being optimised to Google best practice.
Our copywriting relies on SEO landing page creation and blogging. One of the most important aspects of SEO is regular, fresh and most importantly engaging content.
The ongoing strategy revolves around SEO landing page creation and blogging. These two are pivotal to your SEO success. But it’s not just about writing content and uploading it to the website. We need to keep the content tweaked with internal links and new content being added regularly.
Google loves fresh content. If you leave a website’s content and never change it, Google will see it as out of date content.
We provide monthly reports so that you can keep track of the progress of the work.
You can usually expect to see positive results within the first 3-6 months.
The approaches for SEO
No business is the same, which means there isn’t an SEO strategy that suits all. We will use similar techniques, but the end-goal is always different. Your reason to do SEO is always slightly different. Ultimately, it all revolves around your objective; your end-goal, converting your users.
What’s the end goal? What counts as success?
What counts as the conversion of your SEO? In other words, when someone comes to your website, what is it you want them to do?
Are you looking for your website visitors to:
- Buy something?
- Book an appointment?
- Gain information?
- Send a message?
- Give you a call?
Each of these are imperative to your SEO, and actually, the way your website is designed and built.
When it comes to strategising your SEO there are various considerations: keywords, search intent, customer personas to appeal to, and the end-goal to name a few.
Who is your target audience? Local audiences or global?
Global and local SEO strategies are challenging. It’s a crowded market and a lot of businesses to compete with, no matter your industry.
Having a widespread global audience is a challenge, but it’s still possible to refine your target audience and prioritise areas.
Local SEO is a little easier to navigate and plan for. Local SEO, when done correctly, is hugely profitable for you. If you’re looking to service the local area then there are a number of options; from SEO local landing page creation to local paid advertisement. We can explain both options to you!
Considering SEO for your site?
Whether you’re considering working with us or another agency, we’re more than happy to answer questions and give you advice. We’re not about the buzzwords, we’re to the point and most importantly honest.
If you want to get in touch, scroll down and complete our contact form.
If you do want an SEO quote, all we need is your website address, name and email and we’ll be in touch. It may be helpful to send over your budget so we can offer a package to suit.
Got a question for us?
We’re just an email, call, text or social message away!