A complete SEO strategy – Hope D’Arcy- Digital Marketing

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A complete SEO strategy enables qualified leads to be directed to a call-to-action, whether that be via a company website (improving conversion rates, website traffic and qualified lead times) or contact option. It is important, however, to bare in mind that SEO strategies usually have two types of listings on search engines, these are paid advertisement, or sponsored links and Organic growth  (Developing an SEO Strategy, 2019). The first steps towards a complete and successful SEO strategy as part of an overall marketing plan is that of ensuring a thorough conduction of a website audit, competitor analysis, SEO analysis and the strengths and weaknesses on the infrastructure of the website.

Important considerations to include:

  • Site structure
  • Backlinks
  • Permalinks
  • Content (quality check)
  • Data analysis

Google ensures a detailed framework of how to perform well on their search engine, therefore many successful SEO strategies tend to keep in line with what Google request, these tend to be laid out as:

  • Content – ensuring that it is both trustworthy and original.
  • Links – not just amongst the company’s current website, but that they are directly linked to amongst other websites.
  • Website structure/templates etc- ensuring that these are all laid out suitable to ensure optimised crawling capability.

(Philippines, 2019)

Keyword Research

Keyword research is also an important initiative as part of a successful SEO implementation strategy, ensuring an optimised fit via short and long tail key words. A competitive key word strategy enables a company website to compete on a greater scale on search engines, such as Google (Team, 2019). Keyword research also works well when links are shared amongst larger companies, generating greater organic leads.

Paid Advertisement

A pay per click option is available on many search engines, where paid advertisements are featured directly below the search engine bar, enabling for greater engagement rates from consumers. Therefore, the more that is bid and sent to boost the advertisement, the higher up on the search listings the company will appear. These advertisements tend to be cost-effective as many search engines only charge per engagement and click through rather than time spent on the search engine. A conclusive SEO marketing plan will involve both organic (long term success) and paid advertisement (per campaign).

Organic Search 

Crawlers are used on many organic website search engines to score websites, which are based upon link popularity, visitor profiles, duration on link, mobile optimisation etc. Studies have proven that top placement in search engines generally provide more favourable return on investment compared to traditional forms of advertising. 

Content Strategy

Ensuring relevant, wanted, and useful content to any website/platform is largely important in enticing the right audience to that page, however this is critical in ensuring click-bait. Consumers will not engage with faulty, broken material even if a lot of money has been budgeted in for paid advertisement.

Social Media

Social media is a great tool in bridging the gap between website content and consumers, integrating a successful search and social campaign is critical in a successful SEO strategy. Social media is a constructive tool which can also enable companies to get to know their target audience personally, their likes and dislikes and what tends to grab their attention based upon the content they are posting and engaging with. Social media can also be a great source for recommendations and promotions that perhaps would not get portrayed via word and mouth so clearly over a company website/paid advertisement (The 8-Step SEO Strategy, 2019).

Mobile Browsing

Google has released their first mobile-first index, due to the rising demand and usage of mobile and tablet devices, compared to laptop usage. Mobile optimisation, in recent years, has grown to such an extent that beats laptop device usage. Therefore, not only ensuring mobile friendly content is a must but also ensuring that website content is mobile friendly is also a must. This means a prioritisation in mobile friendly users (12 Most Effective SEO Strategies For 2017, 2019).

Bibliography:

Forbes.com. 2019. 12 Most Effective SEO Strategies For 2017. [online] Available at: <https://www.forbes.com/sites/johnrampton/2017/03/30/12-most-effective-seo-strategies-for-2017/#17181ab76429> [Accessed 28 February 2019].

Moz. 2019. The 8-Step SEO Strategy. [online] Available at: <https://moz.com/blog/the-8step-seo-strategy-step-1-define-your-target-audience-and-their-needs> [Accessed 28 February 2019].

Networksolutions.com. 2019. Developing An SEO Strategy. [online] Available at: <http://www.networksolutions.com/education/seo-strategy/> [Accessed 28 February 2019].

Philippines, S., 2019. 6 Advanced SEO Strategies & Techniques For 2018 [With Case Studies]. [online] Kaiserthesage. Available at: <https://kaiserthesage.com/strategies/seo/> [Accessed 28 February 2019].

Team, s., 2019. SEO Strategy Plan – Seven Steps To Success | Seoworks™. [online] Best SEO Companies – AI Based Transparent Guide | seoWorks™. Available at: <https://www.seoworks.com/seven-step-seo-strategy-plan/> [Accessed 28 February 2019].

Abaco Consultores: Company Website Audit & Competitor Analysis

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Abaco Consultores’s handles an SAP solution business-to-business platform, targeting industries specific solutions based on demand, i.e. a HRM Solution available to HR professionals. The website is targeting male and females, 35 y/o+ (industry expertise), Europe based, working within a small-medium sized business. 

Abaco’s current website includes the following issues: 

  1. Lack of Accessibility (to certain solutions)
  2. No policies/ T&C’s etc
  3. Confusing English Language used to explain products.

Keywords:

After conducting a Key Word Search into Google, Abaco listed the majority of key words including: SAP, SuccessFactors, YourAnalytics. BlueFin and EdenHouse, however did not appear, furthermore, they did not appear immediately when their name was typed into Google.

Google Analytics:

Abaco is an online platform. Google Analytics data shows, the majority of users are located in Portugal. To increase U.K. based interaction, Abaco needs to  increase U.K. Friendly content to ensure greater engagement (i.e. on logging-in you directly enter the Portuguese site).

 

IBM uses an English News section, located on the Home page, that consumers can directly engage with:

18-34 y/o’s (45% male, 54% female) predominantly visit the Abaco website. Activites of interest include Food and Beverage, as well as Sports and Fashion industries. Abaco can implement further blog posts, and News Articles relating to these areas to increase further engagement from returning and new visitors. This should be a theme set out in the social media plan.

 

BlueFin feature the use of mobile technology to engage with their consumers:

 

Interaction’s on average last between 0-10 seconds, to increase this success, blog posts can include links to articles to continue the consumer journey.

Webographics: 

The overall web experience was positive, however, accessing certain information (such as product information) is not simple. Abaco colours and branding is also working well, with all social media and subscription options interacting with the website. Translations are also very unpredictable, and the use of English isn’t established enough throughout the website (i.e. some blog posts are in Portuguese, whilst others are in English). It is also difficult to understand and locate on the website the exact description of what Abaco do, to change this, they can add an explainer video (this would not only increase views on social media, but would engage consumers more directly (such as what IBM have achieved). The Abaco blog should also be more frequent in posting times, this is a way to engage new and returning consumers.

Website Touch-Points:

 

Competitor Analysis:

This Competitor Analysis enables us to understand the competitive landscape within I.T., whilst understanding the advantages and disadvantages of Abaco’s website. 

Competitor Websites Reviewed:

Core Content (Abaco):

  • News 
  • Social Media
  • Subscription
  • Language options

Core Content (IBM):

  • “Discover”
  • “Information” (Developers)
  • Connect (follow)
  • My IBM

Core Content (BlueFin):

  • Success-stories
  • Awards

Core Content (EdenHouse):

  • Cookies
  • SiteMap

Content Unique (Abaco):

  • SafeMed Blog
  • YourAnalytics
  • Subscription Pop-up

Content Unique (IBM):

  • Login point 
  • Discounts
  • Trials

Content Unique (BlueFin):

  • “On Demand”

Content Specific To Customers:

  • Blogs 
  • Solutions
  • Clients

Sitemap Content: 

  • No Policies (Abaco)
  • Contact, privacy, T&C’s (IBM)
  • Cookies, Terms, Disclaimer (Edenhouse)
  • Cookies, Legal, Privacy (BlueFin)

Navigational Features:

  • About, Expertise, Contact Us, News and Events, Insights (BlueFin).
  • Services, Business (EdenHouse)
  • Products, Industries, Blog, MyIBM (IBM)
  • Company, Solutions, Blog, Contacts, Social (Abaco)

Analysis Results: 

References:

Bluefin. (2018). Bluefin: The Leader in Payment Security. [online] Available at: https://www.bluefin.com/ [Accessed 12 Dec. 2018].

Humano, Á., startups, W., Tecnologia Startups portuguesas, c. and Segurança, i. (2018). Ábaco Consultores – Implementação e Manutenção de Sistemas SAP. [online] Ábaco Consultores. Available at: http://www.abaco-consultores.com/ [Accessed 12 Dec. 2018].

Ibm.com. (2018). IBM – United Kingdom. [online] Available at: https://www.ibm.com/ [Accessed 12 Dec. 2018].

Marketingplatform.google.com. (2018). Analytics Tools & Solutions for Your Business – Google Analytics. [online] Available at: https://marketingplatform.google.com/about/analytics/ [Accessed 13 Dec. 2018].

Solutions, E. (2018). SAP Support | SAP S4 HANA, SAP Cloud | Edenhouse Solutions. [online] Edenhousesolutions.co.uk. Available at: https://www.edenhousesolutions.co.uk/ [Accessed 12 Dec. 2018].

 

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