In the work of performing an SEO audit of a client’s digital properties, we first need to get a clear understanding of what has been done in the past and what needs to be done moving forward to achieve desired goals. In other words, we look at the past performance history of your digital assets to establish a benchmark.
After we’ve identified your site’s strengths, weaknesses and established a benchmark, we create a roadmap forward with clearly described tasks to show you what work must be done to achieve desired results.
What are your primary reasons for having a website and social media presence?
What are the organization’s online marketing objectives? In other words, is your goal to increase brand awareness online without actually capturing sales through an online store? Or is it to generate leads that can be followed up at a later date?
Exactly what do you want your website to be able to do for you that it’s not doing right now?
How well does your brand articulate it’s value proposition online?
How well does your website deliver a value proposition, then a call-to-action and finally, motivate a website visitor to buy?
Do you currently have automated tools in place to successfully capture online leads and sales? Describe those tools and how they are used.
How do you track, report and measure ‘conversions’?
How well do you track-and-trace website visitors both new ones and repeat visitors?
What are your top three to five online competitors doing right on their website that you feel you need to do much better?
We extract search engine rank position data using a variety of SEO tools. This data helps us establish a baseline understanding of where a specific URL domain sits or ranks in comparison to its competitors on major search engines.
We compile a full list of relevant high visibility online competitors.
Identify your competitor’s highest performing keywords and how they are used in on-page meta-data and marketing content. Outrank and exploit competitor’s use of high value keywords through the use of synonyms and related terms, keyword semantics, answer the most frequently asked questions (FAQs) in the form of ‘Google Snippets’, add schema structured data mark up to core website pages.
Create and claim for each client a Google My Business profile and listing, integrate the client’s website into Google Search Console, Google Analytics, Google Light House and Google Data Studio.
Develop an offsite or off-page SEO strategy and manage the execution of outreach and promotional strategies for acquiring backlinks.
Accumulation of lists of top citation directories for various countries and business niches to include; InfoPages, Super Pages, Yellow Pages, eLocal, WhoIs, Merchant Circle, Mojo Pages, Swarm, CitySearch, Trip Advisor, Cortana, YaSabe, FourSquare, Fixing issues such as Duplicate Listings, Merged Listings, Suspended Listings, etc.
1. Achieve Google mobile-first compliance.
2. Create, publish and submit a Google Business Profile (GBP). Be sure to “verify” the Google Business profile and listing via telephone verification or by post card. Within this same scope of work be sure to establish a consistent NAP (Name, Address and Phone) across all digital assets.
3. Submit an accurate XML site map using Google Search Console and Bing Webmaster Tools dashboard. FYI, I recommend changing your “Google Bot Crawl Rate” to allow algorithms to crawl a URL domain up to five times per second. You can change the crawl rate settings inside of Google Search Console.
4. Install and set up Google Search Console and Google Analytics – Integrate both of these tools into the target website.
5.Optimize page title tags, H2 description tags, properly structured URLs for ease of readability. This means page URLs should not be too long or irrelevant. Individual page URLs, page titles and description content must reflect the content on the page. Indeed, I’m referring to canonical tags (i.e. telling search engines that a specific URL represents the master copy of a page).
5. Google Core Vitals: Test, analyze and correct Core Vitals deficiencies and errors. Site load speed is a critical component to achieving prominent organic search result listing. In fact, if a website has poor load speed, images too large, it may not get indexed.
6. Create and launch a content marketing strategy. Produce a written document that describes the needs of your business and the needs of your ideal target customer. When you or the marketing team understands those needs, describe and define in writing how you will produce relevant content to address those needs.
The science of effective search engine optimization boils down to [presenting relevant content to a target audience with a need or interest in purchasing what you sell]. If an entity performs all the tasks shared in points 1 through 6, but fails to deliver in terms of content, that business will fail in their aim to achieve prominent organic search engine rank visibility.
