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SEO Playbook

Our Approach

Our approach to search marketing is anything but one dimensional. No two client strategies at Go Up are the same. But the premise is simple: We use a wide range of data and know-how to create the best possible user experience on your website. Then we create interesting, newsworthy, sharable content and embark on a targeted online PR campaign to generate great links and online exposure. All of this sits on a bedrock of industry-leading onsite optimisation and thorough numbers-driven research. If necessary, we will back this up and tie in a brand-focused social media marketing campaign. Because we adhere to Google Webmaster Guidelines our clients can rest easy knowing that their results are sustainable, and that every pound spent is an investment for the present and the future. We have an analytical approach to our work. Our objectives and strategies are built upon hard data so that we are able to create the most efficient, results-oriented campaigns possible. And our clients are consulted every step of the way, with their long-term return on investment always the first and last things on our minds.

What a campaign looks like

Each search landscape differs vastly from the next, and every client has different budgets and ambitions. Because of this, no two campaigns are the same and strategies can differ, sometimes substantially. However, there is a very generalised model that most campaigns adhere to to some degree:

Phase One

The first few months will focus on campaign research, strategy, planning and onsite optimisation.

Stage 1: Consult with client

Go Up will consult with the client to get a thorough understanding of the business; its products or services, target demographic, any previous or current strategies, vision for the future, current branding etc. We will also undertake a full review of the issues surrounding the website and the business’s key marketing objectives for the year ahead.

Stage 2: Competitor research

SEO is a transparent science. This means that our team can look at any website and work out why it ranks higher – or lower – than another site targeting the same keywords in the search engines. Go Up will undertake competitor research specific to your industry, identifying who currently occupies your target search landscape, and working out what they have done to get there.

Stage 3: Consumer research

We use the knowledge gained through the first two stages to research how the target consumer is searching for the client’s products or services online.

Stage 4: Website audit

We will perform a comprehensive website audit to identify issues and seek areas for enhancement.

Stage 5: Keyword research

Go Up will use the data gained through the first four stages, as well as statistics including traffic volume, search intent and relevancy to draw up a list of keywords that we will use to monitor campaign progress as one of a number of campaign KPIs.

Stage 6: Information architecture and user experience (UX) review

Go Up will review the website’s information architecture, conversion rates and UX, and explore possible enhancements by utilising our in-house graphic design and website development capabilities.

Stage 7: Onsite optimisation

Based on the outcome of the first six stages, Go Up will be in a position to plan and implement onsite optimisation, which potentially includes (but is not limited to):

  • Implementation of new information architecture
  • Meta data optimisation
  • Internal anchor text optimisation
  • Alt tag optimisation and, rarely, noScript optimisation
  • Canonical tags (checking, implementing or removing)
  • Sensible implementation of robots.txt
  • Implementation of 301 redirects
  • Correction of 404 errors
  • Sitemap optimisation
  • Correction of faulty front end code
  • Correction of other front end errors flagged up in Search Console such as mobile compatibility issues or slow loading times
  • Creation and uploading of any additional SEO-specific code deemed necessary by the account manager

Stage 8: Removal of duplicate copy/content

Go Up will remove any duplicate content from the site.

Stage 9: Transactional content creation

Go Up has a large team of in-house copywriters who will either create or consult on the creation of new transactional content.

Stage 10: External backlink analysis

Go Up will analyse the client’s backlink portfolio with the specific purpose of identifying link spam. Link spam that is discovered will be either removed or disavowed. In line with the Penguin 4.0 update, Google now ignores some link spam, simply taking away any ranking factors that it might have offered without necessarily penalising it.  This is taken into account during this process.

Stage 11: Internal link analysis

We will undertake a review of the website’s internal linking structure, to ensure that link juice is distributed to the priority pages and to limit the amount of link juice siphoned off by low priority pages.

Stage 12: Google business listing

Go Up will assist with the client’s Google+/Google My Business profile listing, ensuring that it is optimised and up-to-date.

Phase Two

After the completion of phase one, Go Up will focus the campaign on increasing, amongst other things, the site’s topic authority and domain authority. We do this through a combination of link building/online PR, informational content creation, implementation of structured data (such as schema), and possibly a degree of social media management.

Link building

Greatlink building is a niche form of online PR, and is a crucial SEO strategy. Link building is a strategy that most agencies get very wrong, however it is something that Go Up excels at doing.

Content creation

Go Up will deliver meaningful, interesting and engaging informational content for the client’s website on an ongoing basis.

Social media

Go Up may recommend a small social campaign to directly support your search marketing strategy

Structured data/schema markup

Go Up will implement structured data and/or schema markup throughout the website. This will range from: review schema, local business schema and service schema to ordered lists, same-as schema, product schema, breadcrumb schema and more, as applicable. This will give our clients the best possible chance of appearing in rich answers/ rich snippets.

Content Silos

Website’s often produce content that competes internally with other content. Go Up will undertake a comprehensive review of the website’s content architecture, recommending content silos to increase the topic authority of key areas of the site.

Ongoing analytical review

Go Up will closely monitor your site’s performance. Our granular approach to data enables us to detect subtle changes in searcher behaviour on your website, enabling us to adapt the campaign as necessary.

Ongoing conversion rate optimisation (CRO) and UX optimisation

In line with our analytical review, Go Up will use Google Tag Manager and other forms of event tracking and user-flow monitoring to enhance a website’s ability to convert visitors into enquirers/customers. We aim to capture, funnel and convert customers at different stages throughout the buying cycle. If you are interested in finding out more about our digital marketing services then please do not hesitate to get in touch. Or perhaps you’d like to see some case studies first? We’ve plenty to share. Whatever it is that you are looking for, if it’s search marketing related then let us know. We would love to hear from you!

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