SEO is broken.
The more you intensely pursue a small set of keywords, the less likely it will be that you will be successful in Google today. In fact, it is more likely that you will be punished for doing so. It doesn’t matter how much money or time you throw at it, it is easy for Google detect this “unnatural” activity and therefore any SEO performed in this way is ineffective and perhaps even detrimental.
But we’ve fixed it.
Our SEO starts with data – “Big Data”. Forget about the small set of high-volume, highly competitive and generic keywords – your customers can be found in the “long tail”. It’s not about getting rankings for a couple or a dozen keywords – its about getting rankings for hundreds and thousands of more refined, higher-converting, “long-tail” keywords.
We have our own technology (Apollo) that helps us understand how your site is performing. We can see all the searches in Google where your site is being shown, we know how many people click on your search result, we know who your competitors are and how they are performing compared with you. All of this analysis and insight is used by our search specialists to create a monthly activity plan.
Using this information, we look at how your customers are searching – which keywords, where they’re located, what device they are using – and create an effective content strategy delivered and promoted by our team of in-house journalists and content promotion specialists.
We strongly believe in agile marketing – we are able to deliver results faster and respond to changing conditions more quickly. Each SEO campaign is structured into short “sprints” typically four weeks in length. Each sprint has a cycle of results/performance definition (what are our goals), data analysis, the activities to achieve those results (content creation, promotion, on-page technical issues, etc). Every sprint delivers results. Every sprint has the following three types of activities.
- Fix what is broken. Technical SEO that eliminates the problems preventing your site from ranking well in search.
- Boost what you have. We look at what pages are ranking every month and give them a lift. But it’s not always about getting higher rankings – we also make sure that you are getting the most from a ranking by improving their click through rates.
- Fill the gaps where needed. Just like Wayne Gretzky, we ”go to where the puck is going to be, not where it is” by analysing the empty spaces, the voids in your search results. We then create and implement an effective content marketing strategy that ensures you reach your desired keywords and target audience.
This is the new SEO – leverage “big data”, follow an “agile marketing” approach, deliver results in shorter timescales, work the long-tail and everything starts with an effective content-strategy.
Find out more
Have a look at our customer case studies and find out what this all means in practice.
Our Guides section offers a wide range of information on SEO, Paid Search, Content Marketing and Social Media.
We also have a library of Downloads you can access for even more tips and advice!