Successful Search Engine Optimisation is built on understanding. What audiences are looking for, who they are and what they are trying to do.
It is more about the people than the Engine.
What clicks are worth
SEO has been the best return on investment for clients simply because of the focus on valuable clicks.
When you start in SEO, all clicks look valuable, but they are wildly different in performance.
- The high-volume clicks are often worth nothing at all.
- Whereas those people who are more specific in their search, by definition, know what they want and are more likely to start a conversation with you.
Understanding the audience and what they are trying to do, helps us build pages that attract the right clicks.
The mechanics of SEO
Use words that convert
The most important thing is which keywords convert, followed by understanding that people want different content at different levels and stages of interest.
These are the foundational aspects of great SEO.
A working website
Many sites have broken wiring. The ‘wiring’ is just as important as the website bodywork. The tidy URL’s internal links all use target keywords, attracting the right clicks. This is the usual problem.
Speed and clean code
Page builders kill performance. The new WordPress editor is much faster and delivers more speed for conversion. If the site converts below optimum, it hampers marketing effectiveness.
Combined PPC and SEO data
The data we already got from PPC feeds our SEO prioritisation. You don’t get data from SEO; it’s hidden. Understanding the converting keywords from PPC helped us to know what works to get you more.
Topic based strategy
Grouping content in a way that visitors and search engines like. Visitors have all their answers in one place without having to go looking. Blogs don’t convert search traffic. Don’t make visitors think.
Create a working click-to-revenue stream.
Running Google Ads that are strategic and well-researched has been incredible for our SEO efforts. The data has been as useful as the new business generated. With each click, we start to see the most valuable keywords- that are converting!
A pattern emerged within all Search keywords from comparing and contrasting all our projects. We use this consistent pattern to map new projects.
We already know the traffic that works; we can help you with targeting.
Knowing what to say. A deep understanding of what visitors are trying to do drives our SEO and Content campaigns. Developing messaging for the most interested visitors is easier when you know who you are talking to.
Website Journey Structure
Decision Level Content
Search Engines gift us the keyword data that helps us understand our visitors. The best visitors are those looking to make decisions; let those visitors be the ones that drive our SEO.
We are starting conversations with already interested people who are on your website for a reason; they are never ‘just browsing’.
What decisions do people make on websites?
- Shall I read the page?
- Do I want to further my interest here?
- Is it worth it for me?
- How do I choose which way is best?
- What will you do for me?
- Why should I work with you in particular?
- How will it feel to do business with you?
There is an order to this, you see it? The decisions at the bottom of the list aren’t made until after the decisions at the top of the list.
Developing content to address all these ‘searching questions’, will start to switch on the SEO and get it working for you.
All our very successful projects have been ‘full’ of content.
Websites are 3 Dimensional
When people start to search for something, they start off vague and get more specific over time. Time is the 3rd dimension.
Websites can mimic that process; the pages for initial interest can skip through the topic, ask questions and put the answers on the page. As people develop their interest over time, they want more detail, and our page hubs are set up for them to continue reading.
Would you like more information on Content Development or Website Design next?
Google are amazing at understanding the pages that will help their Searchers the most. All we have to do is to tune into those needs, and we will attract visitors to those pages directly.
Every conversation could go a thousand different ways. Catering to those widely varying interests on websites is how to serve a wider audience and help visitors engage at the right moment for them. Navigation is simply a way of allowing people to further their interests, in a self-service conversational style.
The same people need different content.
People at the beginning of their decision journey don’t like to be sold to, whereas, those ready to do business don’t want to be distracted; they want to know the deal.
They have the same audience, and the only difference in content is the timing. Keywords show you timing.
How is this SEO?
Getting clicks is a widely known aspect of SEO, but what you do with visitors when they arrive is less well thought out. There has to be a point. Meeting the search and paying attention to what people need gets more action and also more visitors overall. Topic completion is a thing; Google measures how well visitors are served and rewards us.
The outcome though is that specific pages attract more clicks, and the navigation helps visitors do more when they get there. We get rewarded with more clicks because we are more helpful. The projects that win are the ones that add content over time specifically to serve the audiences that we uncover for you.
The website is a conversation
- Sidebar navigation is a menu for where the conversations could go
- Breadcrumbs lead people through the topic to where they want to go,
Pages can be navigational too; inside the pages are links and ‘call-outs’ banners that capture the attention to go read about something in more detail. Not everything is a sales pitch.
Free Strategy Session
We take a little time to listen, and then show you how it all might work.
SEO is Content Prioritisation
People who search go through phases. Serving the whole audience means building a hub around the topic they are interested in. Build a single page to start the topic, then choose the next page that will most impact the results. That prioritisation is the key to a program of building on success.
The best source of information is Google Search Console. We ignore volumes and look for the words indicating people are ready to do business; there are many.
As you gain traction, we can skew the plan towards the areas already starting to work.
Topic completion is the goal. Why serve just a few of those people interested at a particular stage? We build around the decision journeys around the things that people are already looking for.
The Job of the Page
It’s much easier to build websites when you know exactly what you are trying to do for visitors. Having a ‘Search Audience’ framework helps make decisions without the guesswork.
Knowing what works
Our central service is to know what might work in your specific circumstances and provide the team to make it happen. Our web marketing flavour of SEO is a specialised service to grow levels of new business, not just traffic.
If you already have a website, the information is often already there to build on. We are happy to review and chat about where you might start.