First of all, what is SEO and why is it so important for online business? SEO (Search Engine Optimisation) is a set of measures to improve a website for its ranking in search engines. It is a key Digital Marketing tool that enables websites to rank higher in search results.
Do you want your website to top the search results but are puzzled by the complexity and lack of understanding of the specifics of SEO? In such a case, it is best to seek the help of SEO agency experts. The main aim of an SEO agency is to improve the visibility of a website in search engine rankings. Your website will receive more organic traffic, and the number of potential leads and customers for your business will increase.
Stages of SEO Agency Work
1. Complex Site Audit
A website audit is a comprehensive check of the resource for errors, as well as the compliance of the site with the requirements of search engines and user expectations. SEO agencies offer different variations of checks of Internet resources. But if you develop your site on your own and do not plan a large budget to attract webmasters, you need to know how to conduct a comprehensive site audit yourself.
Stages of Complex Site Audit:
Technical audit of the site involves the search for technical and software errors of the site and their subsequent elimination. The technical side of the site has a huge impact on the promotion of the site in search engines. Very insignificant at first glance error can reduce the popularity of the resource, up to the exclusion of the site from the index of search engines.
SEO audit is needed to find and correct errors in internal and external optimization. Requirements for the site in terms of SEO are constantly changing as search engine algorithms are becoming stricter. For example, in the past, SEO specialists added as many keywords as possible on the landing pages. Placing such canvases instead of really useful texts worked. But now Yandex and Google are oriented to the fact that all sites are finalized, taking into account user needs. Therefore, filters are imposed on sites with intrusive advertising, non-unique texts, overspending queries, and so on.
A website marketing audit is needed to:
- Find weaknesses in your marketing strategy;
- Optimize your resource for a specific target audience;
- To work out all the points of contact of the brand with the audience;
- Work out the company’s positioning and UTP.
Usability audit (UX) is an audit of the usability of a website for target visitors. It involves evaluation of navigation, design and texts. Ideally, the result of a usability audit should be a list of all the errors on the site that cause users to leave without taking a conversion action.
2. SEO Strategy Development
Based on the results of a comprehensive site audit, the SEO agency develops a strategy that is right for you.
Stages of SEO Strategy Development:
- Defining keywords. The agency selects keywords and phrases that will be used to promote the site, based on the study of competitors’ sites and search queries.
- Creating a content plan. Develop a strategy to create fresh content or optimize existing content to meet the requirements of search engines and your target audience.
- Technical Optimisation Plan. Create suggestions for fixing technical problems and improving site functionality.
- Link Building. Finding strategies to build quality links and mass will help the site become more authoritative.
3. Implementation And Realization of The Strategy
After the strategy is approved, the implementation stage begins. The SEO agency works on optimizing the website in the following areas:
- Technical fixes. The agency eliminates detected technical problems, improves the site structure, loading speed, adaptability and other aspects.
- Content optimization. Creating new texts, editing existing ones, adding keywords, writing meta tags, improving headings and using multimedia (images, videos) to enrich the content.
- External link work. The agency deals with link building using various methods such as guest posting, press releases, partnerships and placement on authoritative resources.
- Local SEO. For businesses with a physical location (e.g. shops or restaurants), the agency can set up local SEO activities, including optimising Google My Business profiles, working with reviews and mentions.
4. Monitoring And Analytics
Once the strategy is implemented, the SEO agency constantly monitors the results and analyzes the effectiveness of the activities carried out. For this purpose, analytics tools such as Google Analytics and Yandex.Metrica, Search Console, and others are used. Key metrics for measuring success include:
- Keyword positions of the site. Tracking changes in ranking for targeted queries.
- Organic traffic volume. Analyzing the growth in the number of visitors coming to the site from search engines.
- Conversion rate. Measuring the number of actions (purchases, subscriptions, applications) made by users.
- Behavioral metrics. Analysis of bounce rate, time on site, and depth of page views.
5. Optimization and strategy adjustment
SEO is a dynamic process that requires regular adaptation to changes in search engine algorithms and user behavior. Based on the findings, the agency makes adjustments to the strategy to continue to improve results. This may include updating keywords, changing content strategy, fixing new technical errors, and working with the link profile.
To sum up, running an SEO agency is a multi-step process that requires in-depth analysis, careful planning and constant monitoring. Properly selected and implemented SEO-strategy helps to improve the visibility of the site in search engines, attract targeted traffic and increase the number of customers. Partnering with a professional SEO agency allows businesses to focus on their core tasks, entrusting their website optimization to the experts.
