My SEO Process Explained
Forget about technical jargon; I explain everything in plain English that everyone can understand.
My clients…
- Know what they are paying for
- Understand the challenges
- Realise their potential
When they contact me, most small businesses[1] are looking for a complete SEO package. Understandably, clients are always keen to know how much it will cost.
I’ve tried all sorts of fixed pricing models over the 25+ years I’ve been optimising websites, and it’s hard to find one that’s fair to my clients and myself. This has led me to develop a method that is fair to all.
My SEO Process
The most commonly advertised model is the fixed-price package, and I can see why fixed-price plans look attractive. However, I don’t believe offering fixed-price packages works well for clients as they don’t cover the cost of a worthwhile campaign and often underdeliver.
Therefore, to ensure my clients get value, I must understand the challenges before I offer a price. Every project is unique, and a one-size-fits-all approach never delivers the optimum solution.
I have developed the following process to ensure my customers get the best value from their budget. My service differs from many because I take the time to engage with my clients and understand their business. An appreciation of the challenges they face is essential so that I can identify an effective solution. Together, we make the right decisions for your business.
You may think you don’t want to be involved in the process; you want to pay someone to do a job. I understand that time is precious. I won’t bug you constantly, but there will need to be a certain amount of interaction between us. If you want the best value from my services, you must make time for a meeting or two.
Four stages of developing an effective SEO campaign
Meeting
- Learn about the business
- Explain optimisation process
- Identify online goals
- Discuss likely costs
- Discuss payment plan
Stage goal
- Agree to move forward with confidence
Investigate
- Assess the online market
- Identify and assess the online competition
- Complete initial keyword research
- Determine current position in search
- Complete website technical audit
- Assess website content
- Provide a detailed report
Stage goals
- Provide insight into the businesses online presence
- Provide insight into online competition
- Determine the quality of the website
- Provide a solid foundation for the SEO campaign
Meeting
- Discuss report
- Present plan framework
- Discuss website changes
- Discuss and agree on cornerstone content
- Discuss performance indicators
- Agree on productive keywords
Create plan
- Produce detailed plan
- Provide fully costed proposal
Stage goals
- Provide maximum clarity
- Provide a plan that is acceptable to the client
- Ensure that the plan is within budget
Next step
- Client commits to proposal
Changing Your Website
- Make any website design/structural changes
- Create and/or optimise cornerstone content
- Create and/or optimise supplementary content
Next steps
- Track performance
- Refine & repeat
- Review
Why this SEO process works
The most significant advantage of this process is that you have complete control. You only need to commit to the full service once you know the facts, time implications, and costs. You will find more details about the stages below and my thinking behind them.
Stage one – Assess
During stage one, we’ll have an opportunity to introduce ourselves and for me to comprehend your goals. It’s important to note that my SEO service might not be suitable for everyone, and that’s why it’s crucial that we establish a good rapport so that I can provide you with an exceptional service.
Ideally, it would be best to have a reasonably successful brick-and-mortar business with a realistic marketing budget. However, I suggest you ask about my digital strategy service if you are a start-up. At the other end of the spectrum, if you work for a large enterprise, I’d less likely be able to assist you – my clients are generally small to medium-sized businesses.
At the end of stage one, we should be confident in each other’s commitment and clearly understand what’s required.
Stage 2 – Research
After stage 2, you will better understand where your business stands in the online marketplace. Also, we will have identified any technical or content problems with your website and completed valuable competition and keyword analysis.
You’ll receive a detailed but easy-to-understand report for you to digest and consider. If further explanation is required, you can ask questions at our next meeting should you wish to proceed. Please be aware that this is not a “free” audit many SEO agencies offer. This is a detailed online review of your and your competitors’ businesses.
Stage 3 – Plan
In stage three, we prioritise and optimise the use of available resources. This may involve utilising your in-house resources to complete some of the more demanding tasks in stage four. However, this is not always necessary or feasible, but it can be a valuable way to reduce costs.
Depending on the research findings, we may need to involve your web designer. By the end of stage 3, you will clearly understand my proposed plan and the amount of work required to achieve your website goals. I will provide you with a detailed and fully costed proposal.
Stage 4 – Act
Results typically start to appear after the completion of stage 4. I will suggest we implement a visitor tracking system and most likely create a plan for further refinement. After an agreed-upon time, which is usually around 6 months after the initial completion, I will create a report that demonstrates the success of the campaign and provide recommendations for moving forward. In reality, SEO is an ongoing process; there are continuously new opportunities to take advantage of in the future.
- Small business as defined by the government is “a business with 0-49 employees”. See documents available at: https://www.gov.uk/government/collections/business-population-estimates
Content Focused SEO
My methods revolve around high-quality content. If your website is thin on content, it’s unlikely you have a website that works well for you.
There is no quick fix; great content must be produced and published. It needs to be well-presented, informative and engaging.
SEO Help
If you'd like help with SEO please contact me to discuss your website