SEO Strategy Services: 
Planning, Tactics, Tools & Implementation

At SEO Strategy Agency, our passion is in our name - SEO Strategy. We have been helping clients for years to plan, implement, execute and measure SEO strategies and success.

1. Goal Setting & Objectives 

Any good SEO Strategist will sit down with the client and explore what is actually trying to be achieved. We adopt a challenge-approach to these meetings. For example, what are the expectations and are these realistic or not? Is there a good understanding of SEO and the process. From our experience, we have found an open, collaborative relationship works best, garnering the greatest results. This step of establishing client goals and expectations is not to be underestimated.

It's worth bearing in mind ethical consultant and agencies will not guarantee 'quick' results. Of course every client wants to know how long results will take and how long they will need to be making an investment and commitment to SEO. It may take months to see any signs of improvements, dependent on the task ahead, level of competition, amount of resources etc.

Where time is critical and there is a pressure to see quick results, it may be worthwhile considering using Google Ads. This can be included as part of the strategy. Ideally there would be an indirect correlation. As organic SEO improves, the PPC budget reduces.

Being open to challenge-thinking and lateral ideas is something that can be helpful at this stage. For example, companies can tend to develop their own internal lingo and terminology. However, this may not always match up with what your potentials customers use. So this may require a 'letting-go' of rigid references and terminology.

2. Keyword Research

The keyword research stage can be very valuable to be able to learn what words users use to form their search queries. It will also show us factors such as search volumes and indicate the level of competition. Google is looking how to best place our sites within the SERPs. So it is our job to ensure we have a site with useful, valuable content that satisfies our target audiences search quest and fact finding mission.

3. SEO Planning

SEO Strategy is sometimes referred to SEO approach. This actually makes sense because we need to agree the best approach along with strategies and tactics. The planning stage is about documenting the agreed steps involved. This can vary from client to client, depending how they like to work and what works best for them. The Consultant may propose a staged approach which is broken down into tasks list, maybe on a Gantt Chart for example. For example, Technical SEO and Site Health may be the first stage and this could take a look at aspects such as meta data, broken links, accessibility etc.

A top level plan could be provided to give a zoomed out, less technical overview. For example, phase one could be centred around local SEO strategy as this can tend to be something that is more achievable in a shorter space of time and then later stages could be targeting national or shorter tail keyword.

It's worth noting flexible thinking and an adaptive approach can go a long way. Plans are aimed to be a guide but not set in stone and nature of markets is they change and as marketers we need to respond and adjust accordingly. One example, could be what if your operations move to a different city. This may impact many things such as local SEO, NAP consistency, site content and these would need to be addressed and handled in a well thought out manner.

4. Site Structure & Topic Clusters

This is not a new tactic or concept within SEO. The Hummingbird Update in 2013 introduced the idea of moving away keywords to a topic focus (topical hubs or topical clusters). One problem with Web Development and SEO is they can often be treated separately, with many businesses thinking that SEO can be treated as an adjunct or a bolt on post launch. From our experience, those sites that embrace SEO within the heart of the build are the ones that reap the benefits in the long-term.

How a site is structured can impact on the user experience in either a positive or negative way.  Imagine walking into a house with a hundred doors, trying to find the right one. Compartmentalising into neat and tidy topic hubs is very beneficial to the user and the search engines. It helps us move away from the spammy old technique of having a page per keyword. Google understands an SEO agency is pretty much the same as an SEO Consultancy. 

5. Content Strategy 

Keeping a website up-to-date and active is an important part of an effective SEO strategy. It's rare for any industry to remain completely static. Times change and things move on. In the last 10 years a lot has changes in regards to what will get a site to rank. But the adage of 'brands rank and dominate' continues to remain true. Strong brands will tend to keep their website up-to-date with articles offering useful updates, top tips and thought leadership insights. Also, they will tend to utilise different mediums such as videos, infographics, podcasts, white papers etc. 

Having a well-planned content strategy can ensure a vast range of topic areas are being covered. This will avoid the spamming of the core key money making terms. 

Another aspect to consider is how different types of content can increase engagement rates. We tend to advise clients not to tweet for tweet sake. A benefit of sharing content through social media is if there are enough people commenting, liking, sharing, retweeting etc it boosts your businesses brand exposure and contributes towards a trust factor. It's important to develop content that is relevant, helpful, informative and engaging.

Below is an excerpt from SEMRush:

Social media does not directly contribute to SEO ranking, but the links you share across social platforms increase brand exposure. They add up and influence search engine optimisation in six directions:

  1. Extensive content distribution

  2. Longer lifespan of your posts

  3. Improve online visibility and organic traffic

  4. Increase brand recognition.

  5. Enhance brand reputation

  6. Boosts local SEO

Your shares across social media sites have no place in SEO rankings. Still, when more people share your content throughout social media, it generates social signals that indicate your posts are useful to your target market.

6. Authority Link Building

Link Building can be somewhat of a contentious topic within the SEO community. Arguably, it is the one tactic over the years that has been widely abused in an effort to manipulate search engine rankings. At SEO Strategy, we certainly like to focus on aspects such as technical SEO, on-page SEO, content strategy and social media optimisation, local SEO and NAP consistency first. We would never try and build links to deceive search engines and we would never jeopardise our clients rankings and putting them at risk of a manual or automatic Google penalty

We embrace the ethos of that one super strong, reputable quality link is worth more than a hundred mediocre links. Key partnerships and memberships is a great way to obtain reputable links but ensure it is relevant.

7. Measurement: Performance & Success

An effective SEO Strategy requires on-going monitoring, reviewing, sense checking and challenging. A successful SEO Strategist will do more than just send a client a report full of pages about links, link juice, domain authority. Of course it's important to see significant increases and decreases but the focus should be about making the reports meaningful.

If there are decline in rankings it's important to review existing content and ask questions such as:

  • How helpful is this content?
  • Are there any gaps / content development areas?
  • Could we include different media i.e a video explainer?
  • Could schema markup help Google understand the content better?

Also, as an agency we are passionate about challenge thinking. For example, is your consultant suggesting new keywords and lateral paths how a potential visitor may enter your site. Are they discussing future trends and topical hub areas? Those who tend to discuss new topics and are early doors in seem to get kudos which pays off in higher rankings but if not on the radar these could also be lost.

Improving the rankings is half the battle, ensuring you maintain these potentially profitable positions is the other. This leads us into the final area of Conversion Rate Optimisation.

8. Conversion Rate Optimisation 

Wikipedia defines Conversion Rate Optimisation as "Conversion rate optimisation is the process of increasing the percentage of users or website visitors to take a desired action."

Why is this important? If we think about what Google is trying to achieve it makes a lot of sense. Google wants to send its users to a website that they are happy to land on. If users were constantly hitting sites and almost instantly bouncing off over and over again this is going to diminish the trust users have in Google. Google's continued success and longevity as a search engine want to ensure its users are happy and confident they can trust those sites in the top spots of the organic SERPs.

GA4 has already shown us the move towards gearing sites up to be conversion focused. It's important to ensure the right metric and conversions are set up and being encouraged. It's not just about ensuring users spend 5 minutes plus on a page. A happy customer could land on a site and check out in a minute or two so it's very much dependent on the industry and type of site we are dealing with but the more conversions Google can see, the better.

SEO Agency London & Hampshire

Focussed on achieving SEO Results!

We want to offer a service whereby we explain a technical subject matter but in a meaningful way. We want to understand your business and objectives and goals. We’re not here to churn out SEO Audits and reports full of pages of links that mean nothing. Being a strategic digital agency, our approach is holistic in its nature. We aim to tie in and cherry pick the right tools within the digital toolbox to best benefit your business. Below are some of the core services we offer. Within an SEO retainer, we would devise a strategic plan and propose which services would be needed. Over using jargon is not our thing but translating geek speak is.

A results-driven SEO Agency

A professional, ethical and strategic SEO agency focussed on online acquisition, rankings and SEO success. We cover Technical SEO, Audits, UX, Wordpress Web Design, User Engagement, Social Media and Conversion Rate Optimisation. Our aim is to help your business rank and convert!

Technical SEO

We audit, analyse and implement technical fixes to ensure your website and content achieves optimal results.
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On-Site SEO

We ensure your on-site SEO efforts are finely-tuned and support the overall SEO Strategy and goals.
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Off-site SEO

Link building can be a seductive tactic but it needs to be exercised with caution. We focus on authority link building and digital PR.
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Local SEO

We are passionate about Local SEO and achieving our clients' local rankings. This can be highly beneficial and profitable for many businesses.
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Wordpress SEO & Web Design

Wordpress is a powerful Content Management System allowing business to update their own websites. Studies have indicated that it powers over 40% of websites on the internet. We've been building and optimising Wordpress sites since 2009. 

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Below are some Search Engine Optimisation FAQs 
that we hope are useful and informative

What is Organic SEO (Search Engine Optimisation)?

According to Wikipedia SEO is is the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results. Simplistically put, it’s all about getting to the top of Google’s Search results on Page 1 above the competition essentially creating ‘free advertising’ for your website to generate website traffic that will hopefully lead to a conversion.

Organic SEO versus Google Ads (PPC) which one is better?

Both SEO and PPC have their advantages and disadvantages. My advice to clients has always been that the two should have a indirect correlation relationship. In other words as Organic SEO and rankings improve and increase the reliance, investment and budget for PPC can reduce. With that said a well optimised website can actually reduce an ads Cost Per Click (CPC) due to the fact Google believe the site to be of good quality with a good landing page experience so rewarding your ad with a reduced CPC.

Depending on which study you have read (and there a lot out there) organic results are 8.5x more likely to be clicked on than paid search results!

In the past Organic SEO versus PPC could have been likened to Advertorial vs Editorial with the user understanding one has been paid for and the other has been ‘earned’. However, in 2016 Google decided to introduce the 4th Ad and kill the right hand side ads. Now I can only talk from my personal experience particularly managing so many clients SEO and PPC. For one client who we ensure is number 1 in PPC we actually saw an uplift in conversions since the introduction of the 4th Ad. Competition on a national scale can be fierce, however this is where Local SEO can be integrated into the overall digital strategy as an online acquisition method to gain more website visits.

Do you only provide SEO Services to local clients?

SEO Strategy Ltd has been embracing remote / virtual working since 2014. The pandemic has made this way of working more of a normality. We have clients all over the country. We have clients in Southampton, Winchester, Portsmouth, Hampshire, Dorset, Wiltshire, London, Manchester, Leeds, Preston etc. Hampshire and London are our core areas but the beauty of digital is we are not limited by geographic locations. We always try to work with our clients in a way that fits with their needs. Where we can meet we would but fortunately with tools such as Zoom and Teams where we can screen share if needed we are able to have productive meetings. SEO involves monitoring and reporting and these tend to be best sent ahead of a meeting and then explained and discussed in a meeting. This is where we aim to maximise the collaborative effort to obtain useful nuggets of information from our clients who are at the end of the day the subject matter experts.

What is an SEO Strategy?

An SEO Strategy is a plan of action designed to achieve long-term SEO goals and targets. An SEO Strategy will be focussed on maximising organic search opportunities, increasing online reach and achieving key positions within Search Engines Results Pages (SERPs). The basic premise is about achieving top rankings which will drive quality and relevant visits to your company's website which will have the best chance of a conversion (purchase, enquiry, download etc).

What is PPC (Per Per Click)?

PPC stands for Pay Per Click and is a form of internet marketing that allows advertisers pay a fee each time one of their ads is clicked (Cost Per Click). Essentially, it’s a way of buying visits to your site, rather than attempting to ‘earn’ those visits organically. Typically, for a new business or site Adwords Pay Per Click Advertising can be a fantastic way to give your site a boost and drive some traffic to your site. The downside with PPC is that it can become very costly particularly in competitive industries therefore to attempt maintain a long-term presence through Adwords can require some serious funds.

Do I need to worry about Google Updates?

Over the last few years in particular I tend to get asked ‘Are you worried about the future Google Updates?’ and my response is pretty consistent with the reply: ‘No, I’m not’. The reason for this response is that Google is only trying to achieve what it set out to do from day one which is to deliver users with the most relevant and quality content related to their search.

I believe there really are no shortcuts to a long-term, future-proof SEO strategy. It does take a consistent and concerted effort to ensure your business/brand is rewarded with high rankings. Deceptive black hat techniques have been proven to be a risky game and see some companies websites fall off the searches all together. If something sounds too good to be true, it usually is. I’ve never optimised a website to page 1 in a few weeks, typically it will take 6 to 12 months usually requiring a collaborative relationship and investment from the client.

What does a Strategic SEO Agency do?

A strategic SEO Agency will analyse your business and the online opportunities. They will help position your website within the search engines to attract relevant, quality traffic that will have the best chance of a conversion. Whereas a technical SEO agency may focus on aspects such as indexability and crawlability. A strategic agency will utilise a holistic approach to SEO and factor in both such as social media, engagement optimisation, conversion rate optimisation, Google Ads / PPC etc. SEO Strategy Ltd can act in a purely consultancy capacity or a more hands-on agency approach, whatever suits your business needs best.

What does an SEO Strategist do?

The role of an SEO Strategist is to create and execute on SEO strategies that align with the client's goals, objectives and KPI's. They will be responsible for ensuring the SEO goals support the wider marketing and business objectives. For some clients they may act in a purely consultancy manner offering suggestions and recommendations. Some SEO Strategists may be more hands on and implement SEO recommendations and technical SEO fixes. A good SEO strategist will have a range of skills and abilities including Critical Thinking, effective communication, analytical and data trends as well as a degree of technical & programming skills.
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