Search Engine Optimization (SEO)
is at the heart of everything we do at PAGE ONE.
At PAGE ONE we specialize in creating holistic SEO strategies that ultimately get you listed where your target audience is looking for you: on PAGE ONE of search engines (like Google, Yahoo! or Bing) for relevant keywords and search terminology related to your business or organization.
Building the Strategy
The search engine optimization process begins by crafting an SEO strategy.
We detail for you our 6-step process for creating an SEO strategy below:
Step 1: Who are you?
What is your business about? What are your objectives?
Answering this question is the initial first step to creating a winning SEO strategy.
In an initial kick-off briefing we sit down with you and your marketing team to determine:
- who you are, that is, what business you are in and the products and services you sell; which are your added values, what puts you ahead of your competition, where are your weaknesses and opportunities,
- what markets are you targeting, and
- what are your short- and long-term online marketing objectives
Step 2: Who are you talking to?
Pinpointing Your Target Audience and Their Needs
Understanding your target market is key to any successful marketing strategy. The more details you know about who you are selling to - their interests, lingo and preferences - the more efficient you can communicate with your market.
In this step we have a close look at the market segments you are targeting and ask:
- What do they want?
- What are their needs that aren’t being met?
- What is their personal profile, what interests do they share beyond the products and services you offer
- Where are they located in Kenya?
- What is their lingo?
Knowing these things will help us better define a content strategy and understanding search habits.
Step 3: Keyword Research
We live in a time and age where most things we do start with ‘googling it’ first, i.e. typing a set of words into a search box.
It’s the business of search engines to understand the words you typed into their search boxes and deliver content ranked according to relevance. The better they are at giving you the right results the more successful they get. Keywords, it goes without saying, are at the centre of this process and keyword research is definitely one of the most important and high return activities in search engine optimization (SEO). Ranking for the "right" keywords can make or break your online marketing performance.
Extensive research into your market segments’ keywords, not only helps you choose which terms and phrases to work with, but also provides you a better understanding of who you’re talking to and what needs this audience has. This is critical knowledge since you do not want to attract just any visitor to your site. What you want is the right kind of visitors; those who will actually take action and interact with your business.
Once we have all our keywords setup we proceed to the next step: prioritizing and determining keyword gaps and opportunities.
Step 4: Finding Gaps and Opportunities
Finding keyword gaps and opportunities basically means that with our keyword results in mind we’re now going to look at where you might be doing well or not.
GAPS: are areas where you offer content but the search and referral volume is very low.
OPPORTUNITIES: are significant search volumes for something relevant to your target audience (and what your company is offering), but there is no content on your site to attract these volumes.
The establishment of these gaps and opportunities will help us improve the content offering on your site and online campaigns.
Step 5: Beating the Competition
As in every marketing strategy, understanding your competition’s performance can provide much information on how to efficiently win the race for better ranking.
When checking out your competitors, we are specifically looking at search engine competitors, i.e. companies and organizations who target the same target markets as you do but perform better or similarly with a view on search engine visibility and ranking.
We want to know specifically who’s doing well for each keyword topic extracted in step 3 and what it is that makes them tick:
- Why are they dominating the search rankings?
- What are they doing right?
- What makes them different and remarkable?
Step 6: Your SEO Report
Once we have a really good idea of who and what you’re up against, where your site stands competitively, and what you might need to consider in terms of providing a unique, remarkable offering to your target markets. We combine that with the Gaps & Opportunities we found in Step 4, the categories and keywords of interest we found in Step 2, and we have a nice, extensive set of information to create the heart and soul of your SEO Strategy: The SEO Report
The report document we deliver to you consists of 3 main sections.
In the first part, we want to give you a really good sense of what is going on – where the problem areas are, how you stack up against competitors, and even where you’re doing well and have less opportunity to improve.
The second part of your report document contains custom, actionable strategies and recommendations based on what we learned from the insights:
- Specific Terminology to use and content to edit
- Design elements to consider.
- URL considerations
- Internal Linking to consider
- External linking to consider
- Partners to go after
- Specific technical recommendations concerning your web site's code etc.
- Video considerations
- Blogging considerations
- Potential Original vs. Syndicated content issue
III. SUMMARY & BUDGET
After we’ve created specific recommendations, we wrap them up in a short summary that says, “this is the most important thing you can do, and these things are very important also”. We let you know where you can start and what you cannot ignore if you want to see results. The following are some of the things a typical summary overview will contain:
- Why the search engine strategy has been commissioned – what is the goal you are trying to attain.
- Recap the issue(s) you are having now - the reason you’re are seeking our help.
- Explanation of the potential outcome you can attain after implementing our SEO strategy contained in the document.
- Budget scopes for implementing our prioritized recommendations