Search Engine Optimisation

Strategic Direction for SEO

Establishing a clear and concise strategy for any marketing campaign is crucial. Without one, activities become directionless and fragmented, and if your strategy points in the wrong direction, your marketing efforts are often wasted.

We customise SEO strategies based on a number of factors including the audience, the client’s goals, competition, and their current marketing efforts. We also consider whether they have done SEO before, if their website is good or needs improvement, their brand position (established or challenger), and even industry-specific considerations, like Google’s “Your Money or Your Life” (YMYL) guidelines for industries like health or financial services.

From an SEO perspective, we take a consultative approach from the very start. Everything is data-driven, and we don’t make promises or recommendations without understanding the client’s situation. This includes gathering information early on through initial client interactions, using tools like Semrush and Ahrefs, and conducting key informant interviews if needed.

We aim to deliver value early on by identifying quick wins that can reassure clients while we work on longer-term improvements. For example, fixing a technical issue like indexing can have a significant positive impact quickly. After initial research and planning during discovery, we move into a foundational phase, focusing on technical SEO aspects first, ensuring that the site is crawled and indexed properly, and only then progressing to content and outreach to expand the campaign further.

For e-commerce sites, SEO is often more technically driven, whereas for service-based businesses focused on leads, content plays a more prominent role. However, both types of businesses require a mix of technical and content-focused SEO strategies. Planning at the outset is crucial, but we stay flexible throughout, adjusting the strategy as we move between foundational technical work and content or outreach tasks, depending on the campaign’s progress and ongoing needs. Revisiting elements later is common, as SEO requires ongoing adaptation due to algorithm changes, shifts in client goals, or competition.

strategy notes on desk

If you’d like to learn more about how we approach strategic planning or how we structure our SEO campaigns, please contact us.

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