5 SEO Processes That Get Results
SEO Processes Are the Science of Inbound Marketing
It has been said that no two SEO companies do it the same. While that’s probably true, SEO is somewhat like accounting (though much more interesting in my opinion) in that the rules of engagement are pretty well defined by Google. Like it or not, the only way to perform search engine optimization that gets results is to create SEO processes that work for the client and for the agency.
SEO Processes Must Benefit Our Agency
I begin with the simple truth that without standardized SEO processes, an inbound marketing company can easily spin its wheels resulting in wasted time and limited results for the client. The client wants to get a return on their investment as quickly as possible. If we’re not careful, a client can be like the tail wagging the dog. We must be steadfast in communicating to the client the processes that will be implemented in their SEO plan and why they work. I frequently use the “skyscraper” analogy whereby a vision, blueprint and strong foundation are needed to build a skyscraper. The same is true of a an SEO plan. Rock solid SEO processes benefit our agency through standardization and long term client satisfaction.
SEO PROCESSES Must Benefit Our Client
Every client wants to get results from their investment in SEO services. The temptation for an agency to cut corners and just focus on content or tweaking title tags can be great. Despite the seemingly low hanging fruit issues in a client’s website that may tempt quick, easy SEO “fixes” they will result in a bandaid outcome. Clients are like teenagers who say they don’t want their parents laying down the rules, when in fact that’s exactly what they want. Clients say they want quick results, but they really want long term results. No sensible client would sacrifice long results for short term results.
SEO Competitive Analysis
The first step in our process is to conduct an SEO competitive analysis. There are many benefits to studying competitors. We study two types of competitors. One competitor type we study is the business our client considers their day-to-say competitors in the market. Another type of competitor is what we refer to as “online competitors.” These are companies who enjoy a strong search marketing footprint for relevant keywords even if they are not true competitors. We devote more focus on those competitors who have a modest to strong digital footprint so we can learn what they do well. These insights can serve our client’s SEO plan well.
A parallel step in our SEO processes is to conduct a persona analysis. This is always an interesting exercise because often our client has not analyzed their customers as “personas.” A persona can be defined by a demographic such as a female baby boomer or by a title such as university professor. We strive to get detailed in the persona analysis to understand what makes each persona tick. Once you understand your personas really well, you are halfway to defining the content marketing strategy that is mission critical to any SEO strategy.
Once we have completed a competitive analysis and a persona analysis, we’re ready to conduct keyword research. It’s important to have insights from the first two steps when conducting keyword research. Without those insights, conducting keyword research is out of context. The result will be a keyword strategy that will define how much content your website currently has that fits the SEO and how much new content is needed for the SEO plan.
Comprehensive SEO Processes
These SEO processes are three out of the five processes we’ve developed in our 10 years as an inbound marketing and SEO company. We are committed to these 5 SEO processes for the simple reason that they get results. Time and again, our clients learn valuable lessons about inbound marketing and SEO, which I regularly characterize as 90% science and 10% art.