SEO ( Search Engine Optimisation )
SEO is essential for every business that wants visitors to their website.
We help to get small to medium sized businesses found online and guide those potential customers to the door. At Local SEO Ireland we pride ourselves on building long term marketing strategies and good relationships with our clients. The aim is maximising our client’s return on investment so you’re happy to continue with our services!
How We Operate
Before we begin any SEO campaign, we must do a complete business analysis to determine which areas of your website needs optimisation.
This process is pretty much the same for all businesses, regardless of size or market. SEO is often a slow process, and does require a certain investment and commitment on your part.
For this reason we like to help our clients understand how SEO works and how they can help the process themselves. We feel that when our clients have a good grasp of the SEO process they become much more involved and take a more proactive approach themselves. In fact we are currently working on a DIY Local SEO Ireland training course which we will be making available free for anyone who is interested so keep an eye out for that in the near future.
Of course not everyone wants to learn the ins and outs of SEO, some people might not have the time or are simply just not interested. That is perfectly OK as well and if this is the case we are more than happy to just take care of it all for you.
Before we even look at a website it is very important to get a good understanding of your business. We need to know who your target market is, what your main products are, your business location, areas serviced and what you hope to achieve from investing in an online marketing campaign.
It is important to note that it is not always viable for business owners to invest large sums of money on an expensive website and SEO campaign and we are honest with prospects if we feel this is the case. Sometimes a simple Google Places page or social media marketing can be enough to raise a business’ online visibility, we find this often to be the case when helping small local businesses here in Donegal.
Once we have gathered this information and we are happy that we have a full understanding of how your business operates we will analyse your existing website (if you have one) and generate an action plan. We feel this is the most important stage of any online marketing or SEO campaign and we take great care to ensure our clients understand and more importantly agree with the realistic targets that we set.
Keyword research is the next and vital stage in developing an SEO strategy and is often overlooked when a website is being developed. Every business owner should be aware of the main keywords/keyword phrases that people typically search for to find one of the products or services that you provide.
We research and identify the main keywords/keyword phrases that not only are the most popular searched, but are the best suited to the kind of traffic that you want to drive to your site. There is no point having your website optimised for keywords that are bringing the wrong traffic to your site.
Having identified which keywords your business should be targeting, we then analyse your competitors who are currently ranking for these keywords. This basically shows us the benchmark optimisation level that we need to aim for to compete for each individual keyword/phrase.
At this stage we are able to give you a clear indication as to the level of work required to compete with your competitors and also a rough idea regarding the time-frame before you can expect to see results.
On Site Optimisation
We go through your site’s content and make sure it is optimised for the keywords we have decided to target. Keywords need to be positioned on site in a way that tells the search engine spiders exactly what your site is all about.
To make sure your site is doing this correctly usually involves some if not all of the following changes:
- Meta descriptions
- Page titles
- Alt (Image) Tags
- Sitemap creation
- Search Engine Submission
- Altering existing content
- Site structure
- Domain name
- Creating new content
At this stage we will also install Google Analytics if it hasn’t been already. This will give us lots of very useful data over the next couple of months regarding how much traffic has been on your site, how these visitors found the site, how long they spent on the site and what pages they visited.
When possible, we prefer to have access to the website and carry out this on site optimisation ourselves. This saves time and you can be sure it is done in line with the criteria that the search engine spiders are looking for. More importantly, this means you can start seeing a return on your investment sooner!
Having tidied up your website’s on site optimisation, it is then time to start working off site. This is probably the most important aspect of SEO.
Any endorsements by websites who are already “popular” in your market niche are of much more value than a link from a low ranking website that isn’t relevant.
Link building is a slow process and there are no quick fixes or shortcuts. The many recent Google algorithm updates have meant it is now much more valuable to spend more time and resources aiming to build a few high quality relevant links as opposed to building a lot of easy low value links such as article directory links, blog commenting, etc. At Local SEO Ireland we use a wide range of inbound marketing techniques which are chosen depending on the niche your business is competing in and the level of resources you have at your disposal.
Whatever link building strategy we decide, you can be assured that you won’t need to worry about the next Google algorithm update penalising your site. The focus should always be on quality over quantity to ensure the long term stability of your website’s rankings.
Having optimised your on site SEO factors and began the link building process we then begin to think about raising your profile via social media marketing. This is becoming more and more important in the land of SEO.
Google now sees how active you are and how popular you are socially as another organic ranking factor. How important this factor is is of much debate but the fact Google now shows personalised search results if friends have “liked” or “+1’d” a website relevant to your search query means it is definitely on the rise.
We can set up or help you set up your own social media platform to enable you to engage with your friends and acquaintances and keep them up to date with what’s going on in your business. This can be a great way to promote special offers and drum up some cheap publicity by having the odd giveaway competition, etc.
At Local SEO Ireland we can show you some great ideas of how to utilise the power of social media marketing.
Analytics & Reporting
Having completely optimised your website for the search engines and began the link building campaign it is time for us to start making note of how this has affected your website’s overall visibility.
It is important to note here that no SEO campaign is an overnight success story. Each campaign is different but at the very least you should allow 4-6 weeks from the link building stage before you see any real improvements in ranking. This could even take longer depending on the competitiveness of the market and how old your domain is. A brand new domain will take longer to gain popularity than one which has been around for a long time.
First off we look at how your website now ranks for the targeted keywords compared to how it did before and note the positive change. We then examine the Google Analytics data which gives us a complete breakdown of all the traffic that your site has received. Among other things, it shows us:
- How many people have visited your site
- How many of these are unique/returning visitors
- How these searchers found your site – Search engines/Referral/Direct
- If search, what keywords/phrases they used
- How long they spent browsing your site (Bounce rate)
- What pages they viewed whilst on site
- Where in the world you are getting the most visitors from
If it’s an e-commerce site:
- What part of the checkout process did people cancel the transaction
- Transactions breakdown
Having analysed this data we are able to see which areas of your website that might need tweaking aesthetically or content-wise to make it more appealing or engaging for the user. It’s all well and good getting the maximum amount of traffic to your site but we need to make sure that you are converting those prospects into actual clients and therefore getting the best return on your investment.
At Local SEO Ireland we understand that conversion rate optimisation is every bit as important as high search engine rankings and we go to great lengths to ensure that your business is getting the most it possibly can from your online marketing campaign.
To get started with your online marketing campaign contact us today.
No sales talk, just a no-nonsense, no obligation quote.