This article was inspired by a query from a client who just started with our company. The client’s question was:
“How can you do Search Engine Optimisation on my site when you haven’t received the logins yet?”
This makes the presumption that SEO (Search Engine Optimisation) is all about factors on how your site is build, and a few years ago, that may have been true, especially in New Zealand.
Google even gives away a best practice guide on how your site should be built you can download it here.
But before you read that document and think all you have to do is follow it and you will rank high in Google, think again, as you can do everything in the document and still not have success online.
What I mean by success is more qualified business coming in the door. So just like the Olympian’s that spend many years training in their respected fields, we have spend time reviewing the online market before we make any changes to a site. So as soon as a new client comes on board, our analysis team swings into action.
Here are our steps:
- Review front end of client site – Is it set up Google friendly? Has the site been built in a way that it will achieve optimal rankings in Google?
- Url Structure – What are the URLs like? Are they SEO friendly or include all sorts of numbers or unreadable characters.
- Keyword research– this is a vital key about knowing “what and how much” search volume is available. If you start with a Google Search for “Adwords External” – you will find Google free keyword tool.Now the numbers in this are a guide only, but they give you an idea of how many are searching for what you do. Focus is the key here – you don’t necessarily want millions of visitors, you want quality visitors – those who are more likely to buy. Eg: “car rental” vs “Auckland Airport Car Rental” – more words, more qualified, more likely to take an action.
- Competition – In any market there is competition, and a couple of factors that assist with ranking high online, are age of website, and how many links point to the site from other sites. Links act like “votes” for the site but not all links are created equal.
With marketing online it’s about your strategy, getting visitors to your site, and getting a good return on your investment.
Our SEO begins immediately with very strong research. We do this calculation in the very first meeting with any potential client and would rather not take on the project if we think a Positive ROI is not realistic.