It’s impossible to have a conversation about SEO that does not involve talking about keywords and search engine ranking of websites. However, it’s important to keep in mind that all of these things serve to produce business outcomes, rankings are a means to an end.
It’s entirely possible to rank highly in Google for certain keywords and not make any money — so there is more to SEO than just ranking.
When we talk with our clients, we focus on both search engine performance (ranking) and bottom-line business outcomes (leads or sales) — thus making our SEO more “holistic”.
There is no formal rulebook set by anyone that defines exactly what SEO involves. Google tightly guards the details of their organic algorithms but over time SEOs and other interested parties have deciphered much about how Google ranks websites — as such each SEO company formulates their own solutions which they offer to their clients.
SEO is the most mature service that we offer at E-Web Marketing. We have been doing SEO for over 15 years and have evolved with the niche effectively making us one of the thought-leaders in this space in Australia.
SEO itself is a complex process that involves many areas of work and different skillsets to do effectively. At E-Web Marketing, we pride ourselves on our SEO and have built an SEO offering that is “holistic”, catering both for search engines and user experience.
SEO budgets with E-Web Marketing are flexible and give our clients access to an entire team of digital experts, each specialising in different areas. As the SEO campaign progresses, different skill sets become more important and relevant depending on the current needs of our clients. The four areas below are the “phases” of SEO that each of our clients goes through during the lifetime of their campaign. While they are intended to be done sequentially, good, flexible SEO requires a revolving focus around these various areas, building up your web asset over time with a solid foundation.
Technical on-page SEO (we sometimes call this “accessibility” broadly speaking) is primarily concerned with making sure that your site is efficiently crawled, indexed and ranked by search engines. This is a key area to be done properly as no amount of other SEO efforts matter if the technical side of the website is not properly taken care of.
Technical SEO is a broad area, but includes some of the following:
Also called “site architecture”, “information architecture”, or “intent based targeting”, this phase is the process of deeply understanding the keywords that users in your target audience use to search for products, services and information relevant to your niche, then mapping and grouping these keywords by intent, and then mapping that into a site architecture which caters for the search intent of your audience.
The creation of and implementation of well-optimised site architecture is a complex and ongoing process which also includes some involvement on the client’s side to sharpen our understanding of their product space and implement new / consolidated pages on their website as required. Going from un-optimised to fully optimised can take weeks to months depending on the complexity of the website and on the distance between the current website and a well-optimised website.
We work with you every step of the way to research, map out and implement your optimised site architecture. We also do all of the technical work required to complete the process (such as 301 redirections or the implementation of canonical links). We also monitor the results from Google as they understand your optimised website and adjust our SEO plans according feedback from how the site is ranking.
Content Marketing is the process of creating free, helpful content for your target audience to consume. This content can be anything from informative, entertaining, or inspiring and the goal is to drive more brand awareness and lead users down the funnel towards conversion.
Content Marketing is a well-known area of modern digital marketing, but it has become somewhat of a buzzword. Good content marketing focuses on the user, understanding their persona, what kinds of information they require to make buying decisions, what their fears or pain-points are, and how to convince them that your product or service is important in a light, non sales-heavy manner.
E-Web effectively integrates our team with yours, filling whatever gaps are needed to produce and effectively promote good content to your audience. All content marketing efforts are pursued with business goals and SEO in mind, focused on your bottom line. To read more about our content marketing service, go to this page
Inbound linking is an important part of Google’s organic algorithm and also an area where many SEO companies do extremely poor quality or unethical work. E-Web Marketing has a white-hat approach which means our outreach techniques are carefully done in such a way that they conform to Google’s Webmaster Guidelines — meaning a dramatically lower risk of a website ever being penalised by Google while it’s on our watch.
In order to accelerate the results from the other areas of SEO, E-Web has outreach programs to expose your brand to more attention online by reaching out to relevant bloggers, thought-leaders and news agencies through press-releases and other strategies.
As our outreach is “over the table”, we are happy to disclose any links or placements secured. All outreach involves third parties as we do not own the sites that link to our clients, and thus involves outsourcing costs and can be quite time-consuming.
For any successful marketing campaign it’s important to begin with the end in mind. What kind of growth are we trying to achieve? How much budget do we have to reach this growth? What business outcomes do we have in mind for the SEO campaign? We will work with you to set organic growth goals for your business by considering your growth targets, the wider environment you operate in, how strong your competitors are and other factors.
Once goals are set we like to talk about how we can measure the growth using solid KPIs. We will then optimise against those KPIs and report on them in our monthly reporting process. KPIs for SEO can be things like organic visits to the site, organically driven engagement metrics (like time on site, number of pages visited), and organically driven conversions (leads or sales).
Based on the goals and KPIs E-Web will come up with a unique and tailored SEO strategy for your business, revolving around our four major areas discussed above (Technical on-page SEO, Content Targeting, Content Marketing and Outreach) — this strategy is a practical plan to get you where you need to go, and it is made after analysing your niche and competitors. Our strategies are informed by a deep understanding of your niche, keyword intent, competitor strength, and other factors.
We then execute the strategy we’ve come up with, most of the execution work we can do ourselves but certain areas (such as Content Targeting or Content Marketing) often involve some buy-in or engagement from your business.
Even though we are confident in our SEO workflow, it’s always important to analyse the effects of SEO work done to ensure that the SEO program is bringing you the results that you want. Analysis of past work done allows us to take valuable feedback both from how Google is ranking your website and from you about the kinds of leads you’re getting as a result
Our SEO follows a monthly program. At the start of each month you will receive a report from us that contains the following details: