There’s no point to spending money and time publishing great content if search engines can’t direct anyone to it. Technical SEO involves optimizing the mechanical structure of your site so search engine bots can find that great content and serve it to the people who search for it.
The first step in our process is to perform a Technical SEO audit. The audit identifies mechanical issues such as crawlability, indexability, page load times, mobile readiness, SSL security, site architecture, image size, and cache policy that might be preventing your site from getting the traffic it deserves. We’ll then outline a plan to get those issues corrected.
The purpose of content strategy is to identify, organize, and prioritize objectives. Crucial to that is understanding how visitors – further broken down into “buyer personas” at each stage of their “buyer’s journey” – will find, value, and interact with the content you provide.
Therefore, the second step in our process is to develop a strategy that:
- Describes how content – copy, images, infographics, videos, etc. – works as part of your overall marketing strategy to satisfy customer needs while achieving your business goals
- Inform decisions throughout the lifecycle of the content from concept to distribution to deletion
- Establish metrics by which success can be measured
The third step in our process is developing content that provides visitors to your site with solutions that satisfy their needs while prompting them to take the actions that achieve your business goals.
The actions you need them to take can change over time, from downloading an ebook to build an email list or signing up for a free phone consultation. But the action must contribute to the long-term success and sustainability of your business.
Content is always tracked to measure its effectiveness. As we track results, we test page variants to determine which changes result in higher conversions, or the specific and defined outcome you’ve established.
Think of content as an asset, a true item of value. The more channels and target audiences one asset can reach, and the longer it can do so effectively, the lower your customer acquisition cost (CAC) will be.
The fourth step in our process is to create additional assets from the content we’ve developed and deploy it differently. These assets are unique, yet they’re based on the same original foundation. For example, from an original white paper we might use pieces of data to create a colorful infographic that’s included in a blog post. We might also create additional charts and graphs that are posted on social media, or record a portion of it for a YouTube channel.