Gap Analysis and Marketing to Lancashire and the journey to page one.
We are often asked by many of our clients what it takes to develop an Online Marketing Campaign that is geared towards increasing a company’s web presence in our local area. They want to know how they can achieve a high ranking on search engines and get their business noticed by both a local as well as a national audience.
Checking out the competition
When you start to investigate the SEO opportunity, we first have to look at your competitions site for the chosen keywords and take a snap shot or overview of their sites, after all, they are the ones that have the high rankings so we have a look at what they have done so well that they have achieved the ranking.
We sometimes have to start at a point where the company may have had a website, but their search engine ranking is for all intents and purpose non existent for their chosen keywords. However, that having been said, we have the advantage of the age of the domain on our side! This is when we begin to get their SEO house, we start to look at the website itself from a technical aspect, ensuring that the platform that is in use is capable of delivering the required results, we then look at the site content architecture and then the content and back links in order to drive up their ranking. Before we get down to the nitty gritty we undertake more research on the competition both in the sector as well as for the keywords. This is what we refer to as the SEO Gap Analysis and it involves “checking out” or re engineering the competition online assets.
We usually start out by taking the top 10 websites listed for the multiple keywords and phrases that our client would like to rank under and perform a “Gap Analysis.” You’re probably asking what on earth is a “Gap Analysis.” Well as SEO Consultants, how we would explain it to a client is like this “It is starting at the place (ranking) you are now, analysing how far we have to go and what we have to do, to get you to the place you want to be (page one).” We aim for the best! For most companies the best is Google Page #1 and Rank position #1. As SEO Consultants we are able to supply our clients with this information and advise them after extensive research on their competitors and the local target market what the cost and time frame for such an undertaking would be based upon the evidence that we have collected.
Comparing site Content
Now there are some things that cannot be easily overcome i.e. the age of a domain, there is a lot that can be done. By using specialist tools spidering tool such as "Screaming Frog", we analyse the website content. for example we would look at the number of articles or pages that exist on the site, word count, readability level, internal linking, content structure format, images, links, tags and meta tags, we then check the website for compliance with web standards, to be quite honest, we do not go overboard on this last element as long as it it can be proven to be nothing that is to serious.
Using a variety of other web tools, we investigate the number of backlinks and the “domain authority“. We create a comparative chart between you and your business competition in Lancashire as well as nationally. After all the information has been compiled. (We will more than likely see a number of websites that rank for multiple keywords and phrases, there is a 99% probability that those websites are on an ongoing SEO and content contract).
We take all this information and analyse the results, this is the easy part. The likelihood is that the website in question will be lacking in a number of areas, this gives us an indication of how much work, content, time and money will be required for us to achieve a favourable ranking and to begin to get noticed by the target audience.
Let’s chat about SEO Strategy
We then consult with our clients and offer them an seo strategy based on the facts and on the information that the research made available to us. We approach these hurdles as SEO consultants and not Web Developers, you may ask why? We don’t look at your website in the same way as a developer would. We take into context the visual and relevant content that puts you apart from your competition and allows customers into your sales channel.
If you find yourself unsure of how to increase your search engine rankings, or feel like you are losing out on potential sales, please call us at Wild Fig Media. We are an online creative marketing agency with years of experience in resolving situations exactly like this in Lancashire and Nationally. We can walk you step by step through the options and the costs involved, also offer a social media campaign solution to give your company the boost it needs to get to where it should be.