The SEO Strategy
The DEPS Organic Growth Framework
Many don’t know what they’re paying for when they invest in SEO and end up getting ripped off. We’re well aware of the bad rep the industry gets because of this. Watch the vid or read below to understand exactly how this works.
Schedule Site Review
We learn where you’re at, where the opportunity is and what’s standing in your way.
We take what we’ve learned and implement the fixes so we have a good foundation.
Grow your site with industry-leading content for each step of the buyer’s journey.
Position yourself as an authority with highly-targeted backlink acquisition.
Phase 1: Discover
An effective SEO campaign always starts with understanding what needs to be done. Most SEOs could fix a broken page or add a missing H1 heading in their sleep, but finding these issues isn’t always easy. Our first phase is broken down into parts…
The Site Performance Audit
The Site Performance Audit is the mutli-headed review of your site we’ve developed so we can understand exactly where the problems lie and what needs to be done.
Full Site Crawl
You might’ve done something like this in the past. We use a tool to work through your entire website, scanning it for issues that make it ‘suboptimal’ for search.
We’re looking for:
- Broken pages
- Duplicate content
- Canonicalisation concerns
- Issues with the sitemap
- Thin content
- Incorrect noindexing
- Unnecessary redirects
- And lots more
so we’ve got a full picture of where changes need to be made.
We can’t fire a cannon out of a canoe! We’ll ensure that your site has a solid technical foundation to start with. Our audit from the previous step will likely uncover most of the issues that we will need attending to.
The main parts of technical SEO include:
- Crawling and indexing
- Site speed
- Content and site architecture
No matter how good your content and links are, you’ll probably always lose out to your competitors if your website isn’t technically sound.
I’ll ensure that your site is structured in the best way for both humans and robots to navigate easily.
If your site is running slowly, your customers aren’t going to stick around and you’ll lose rankings on the search engines; we’ll speed up your site and make sure it’s providing a great experience to your visitors.
Once the technical fixes have been made, we’ll be ready to move on to making the other optimisations and start climbing the rankings.
The first part of keyword research is understanding the search terms that each of your current pages should be targeting. I’ll find out where the strong opportunity lies for your website and where we will place our efforts going forwards. From this stage we will get a good understanding of the competition we are up against as well as the type of website visitors we can expect from the campaign.
We won’t necessarily be trying to compete with the huge sites as we can still get loads of customers from SEO without doing so. The majority of Google searches are longer than 4 words – this presents a huge opportunity for us to target keywords that are highly specific to the service you offer.
What does this mean?
The traffic landing on your site will be exactly who you want to land there, and are more likely to make a conversion as a result.
While short-tail have the volume, your real wins will be from long-tail keywords.
Following the research completed, we can then make the necessary changes to your current pages to help Google to understand what your site is about. In some cases, this may also include adding new pages or removing existing ones.
What some people find challenging in SEO is the fact it’s not easy to build backlinks to your product and service pages. This means that, without the right strategy, your site’s pages aren’t going to be ranking where you need them to be. That’s where an effective content strategy comes in. We’ll use high-quality content to build your site’s topical relevance and authority within your space. An effective content strategy will include pieces for every stage of your marketing funnel, to raise awareness of your business to a huge range of potential buyers.
SEO Content Strategy
I’ll start by developing a content strategy based on an extra round of keyword research to find where additional opportunities exist for your site. Following this, I’ll then form ideas for these pieces of content and map them to the appropriate stage in your buyers’ journeys. Each of these pieces of content will then need to be matched with a purpose, with an indication of the desired next steps we’d like your site visitor to take.
Strong Content to Boost Your Business
Around 10% of your content will need to be really high-value pieces that are going to be stand-out resources within your industry.
These pieces will play a huge role in gaining authority through links to your site and social media shares. This piece will also internally link to other blog posts on your site, raising their authority too.
These strong content pieces won’t be quick to churn out, we want to make sure that this is the best of the best and will truly leave your website visitors wondering, “how am I getting this much value for free?”
We need a way to promote your content on the search results. I’ll do that by acquiring links from high-authority sources to your site. At Overdot, I specialise in outreach link building only. This is because I want your business to grow sustainably with healthy links that provide risk-free success for the long run. The link building strategy for your site will be very dependent on the information gained up to this point. We will have a good idea of the strength of your competition as well as an understanding of the sorts of content we can pitch as value-adding posts to link to.
A high-quality prospect list is a key to the success of any link building campaign. We need to make sure that the potential sites are going to raise your websites authority in your industry as much as possible. I’ll be looking at:
- The sites your target audience may frequent
- The common types of content in your industry
- The strategies your competitors are using that present opportunity for us to grow
The prospects will then need to be qualified to ensure that they are the best quality possible:
- Does the website have good authority and trust or is it considered spammy?
- Which sites are the prospect already linking to?
- Is it super easy to get a link on this site? (That’s a red flag)
Outreach link building is going to be the most successful when it’s personal and conversational; surprisingly, the intro line “Greetings of the day sir” isn’t going to get us many links to the site.
As such, I’ll make sure each outreach email is highly personal and honest about the intentions, building the relationship can often be forgotten when building links.
The outreach will go through continued testing to identify the optimal framework that’ll get the best results.
Want SEO Taken Off Your Hands? We’d Be Happy to Help
I appreciate this framework can seem like a lot to follow, especially for the beginner. If you’d be interested to see how Overdot can help you, go ahead and book your call.