Search Engine Optimisation (SEO) is the process of optimizing a website so it appears on
page 1 in the search engines (primarily Google) for the search phrases prospects who do
NOT know of the website or business use, when searching for the products and services that
the business and website attempt to sell.

These results appear in the organic listings, not the paid listings and not the maps listings
So the idea with this is that when people are searching for your products, they find the
the business we are doing SEO for first and contact you about doing business.

In positioning your website on the top of Google for the keywords people use when
searching for your products and services, you will enjoy free targeted traffic from the
search engines

Another part of SEO, often ignored, is optimizing your brand on search engines when people
are specifically researching that business. Part of this is reputation management, however
SEO itself should help this by providing quality content on business directories and other
properties when they directly represent the brand. These elements of SEO should not be
inaccurate as this can have a negative impact on this. This is why you are required to quality
check these parts of the campaign

Traffic from search engines is highly desired as prospects are often in a purchasing frame of
mind when searching for what they need. They are in the market to buy when they search for
your product. So the conversion process to a lead or sale from search engine traffic is often a
lot higher than other forms of interruptive styles of advertising.

Paid traffic from search engines is also getting more and more expensive. As such, despite
the early investment required to position a website well, over time the ROI from SEO traffic
can be much higher than that from paid traffic

SEO Is Working When:

Success in SEO means the website being SEO’d is ranking well in Google for the keywords
being targeted in the campaign. This means at a minimum, most keywords are on page 1 of
Google. Many keywords will hopefully also be within the top 3 positions

This will be reported on with the monthly SEO Ranking report
Typically this will also mean an increase in organic (free), search-driven traffic to the website
This will be reported on with the monthly traffic reports generated from Google Analytics
(assuming access to Google Analytics has been given)

A successful SEO campaign will also ensure that your business is represented strongly and
professionally when people search for the business specifically

These are the basics of a reputation management campaign
There are many listings for the business in business directories etc, taking most places in
Google page 1

All entries related to your brand are written professionally and correctly represent your key
messages

Our SEO Process

Initial Month

o Initial audit and research
o Penalty analysis
o Keyword recommendations
o Initial benchmarking
o Onpage recommendations
o Update approved onpage recommendations
o Beginning of authority enhancements through building backlinks
▪ Business Directory
▪ Web 2.0 Properties
▪ Social bookmarks
▪ Guest blog posting
▪ Unique articles
▪ Social Media shares

Regular Monthly Jobs

o Correct website quality issues
o Ongoing on-page improvements
o Ongoing authority improvements
▪ Business Directories
▪ Web 2.0 Properties
▪ Social bookmarks
▪ Guest blog posting
▪ Unique articles
▪ Social Media shares
○ Monthly reporting and recommendations

Additional Regular Quarterly Jobs
o Quarterly full SEO profile audit to ensure compliance with Google’s quality guidelines
o Actively disavow backlinks we do not believe are compliant with Google’s quality
guidelines

SEO OUR RESPONSIBILITIES

● Set up all reporting tools
● Undertake initial analysis and provide results
● Provide benchmarks at the start of a campaign
● Prepare draft on-page recommendations for website SEO improvements
● Prepare draft descriptions for business directory listings
● Professionally execute website changes
● Professionally improve website authority through link building activities, using approved
business directory descriptions where appropriate
● Improve website through correction of SEO errors, as directed by industry-standard tools
● Provide reporting on SEO results, traffic (where analytics is installed), and all our activities for
the previous month
● Provide Skype access to team leaders to assist communicate through technical items

SEO LIMITATIONS

● SEO as a service is designed to “optimize” the way a website (and the business it supports)
performs in the search engines
● SEO really should only be seen as a foundational (albeit an important one) building block to a
robust marketing strategy
● SEO does not do anything outside the relationship between the search engines and websites
● Typically (but not always) this translates into an improvement in traffic to the website
o A limitation of SEO is that this is not always the case. In some industries there is
limited “stock” for search traffic
o Assuming a successful campaign does send more traffic to a website, the next
limitation of SEO is that it does not take responsibility for converting that search traffic
into more or better leads. In fact, the implementation of an SEO campaign may even
work against this
o Conversion rate optimization is the service that creates value here. This can be
invaluable when working together with meaningful SEO

● SEO does not build a database for prospect nurturing. Nor does it nurture
● SEO is not part of a sales process either it does not convert leads to a sale
● The major players can also randomly change the rules, resulting in degradation of results.
You should be prepared for this with a communication strategy for clients in the off chance
Google has a major shift in the future

SEO What’s Next

● Success in SEO will result in your website is highly visible in search engines and with all
else being equal, result in an increase of free, search-driven traffic to your website
● Conversion Rate Optimisation is a logical next service. This service will look specifically at the
the way the website interacts with the traffic it receives (from all sources) and endeavors to
improve the way the website uses traffic, maximizing lead generation
● If SEO is resulting in positive lead generation, an Adwords campaign will complement this by
generating more traffic (AdWords traffic tends to be additional, incremental to SEO traffic. It is
an extra rather than a replacement of)
● The Adwords conversion rate should be higher than SEO as it will be more specific and can
be complemented with specific landing pages to support lead generation
● Other digital marketing strategies designed to do the things SEO does can be implemented,
such as building a database of prospects, nurturing strategies (email marketing), Social Media
lead generation.

We are all about delivering lasting value to our clients. Our team of hard-working, passionate experts ensures clear, honest, and tangible results online. We can help your business achieve success!

Get in touch with us now and see how.