SEARCH ENGINE OPTIMISATION
RANKING FIRST IN GOOGLE IS NO LONGER ENOUGH
Making your keywords appear first on the results page does not longer guarantee you visibility.
Imagine Google like a big city full of stores, professional offices, services…got it?
Now picture your business within this city. Where is it located? In a dodgy premise, not very busy street? Or maybe you have many stores around the city?
I doesn’t matter. If you’re reading these lines is because:
You long to appear in more city spots (more keywords to appear for in search results).
You want your business to be in a prominent place in the high streets (rank in Google’s first search results page).
You’re looking for organic results to not be dependant of the paid ads (PPC). But there’s an issue:
Competition in organic ranking is fierce and the space to appear first in the results is limited.
There are few available premises in the best high streets in “Google city” and refining your SEO strategy is the only way to get more visibility, more traffic and more customers.
HOW CAN YOU GET MORE VISIBILITY, MORE TRAFFIC AND MORE CUSTOMERS WITH SEO?
You should aspire to something more than appearing on the first results page.
I’m not saying you put aside forget the most coveted positions in the search results but to be smarter than your competitors.
Be ready to appear in other spots where no one is putting the focus on.
Own the billboards, conquer the lampposts, introduce yourself through the facade banners, wave your customers from the bus…(metaphorically speaking, of course).
Get away from your rivals and make your business appear in the answer boxes, local searches, knowledge panel…
If your want your website to be relevant and visible, having a good SEO strategy is a must.
PLANNING SOME CHANGES ON YOUR WEBSITE?
An SEO consultant is not a whim.
All through my professional life I’ve seen a lot of companies making the same mistake: to believe an expert in SEO is someone expendable.
And yet, NOT counting on them it usually means a squandering and a waste of technical and human resources.
Here you have two examples:
One of the most recent disappointments I lived myself happened to a well know investment company.
This client migrated their website to a new domain without letting me know.
As you can see in the graph (from which I deleted some confidential information), they went from position 1 in Google to completely disappear overnight.
The most worrying is that they didn’t notice migration had affected their rankings.
They just told me they did a domain migration.
When I contacted them they told me they were migrating the domain.
The domain migration execution was fine at some extent, but not good enough to avoid the drop.
After applying my recommendations they eventually appeared in Google’s first page results again in less than 48h.
Even though, they haven’t recovered the first position they had before the drop for their own branded term.
Really a shame, because a simple email or a phone call would have been enough to give them the right way to proceed. That would have avoided the loss of visibility, traffic and customers.
E-commerce platform migration:
This case was shared by a colleague on Twitter.
It’s a mistake from a very well know English fashion online retailer.
I’m not completely sure they calibrated the risks this would imply for SEO. This is what happened:
Their SOV dropped spectacularly in few months.
Since the disaster they’ve made some changes to the code of the platform and they’ve recovered positions and Share of Voice but…
I’m wondering how much money they’ve lost in the way and how much time it will take them to reach the same positions they had before the migration.
Investing in a search engine optimisation expert saves you time, energy and money.
WHAT DO I OFFER IN MY SEO CONSULTANCY?
A technical analysis to find the weakest points on your site, a selection of keywords that can bring you a high ROI and a strategic study of the competition.
Some professionals offer their technical and content consultancies separately but for me doesn’t make sense to do it that way.
SEO is a whole and to keep the technical part and the content part separated is like frying an egg and serve only the egg white or just the yolk.
I want you to understand what’s wrong on your site and make meaningful decisions.
Which software platform your site works with.
The SEO objectives for your company.
The team you have to implement changes and improvements on your site.
The budget you have to implement the recommendations.
*The budget is based on the specific needs of each client and it can’t be done without setting before the ranking objectives you want to achieve.
I find these bits of code that are affect negatively to your SEO.
I tell you how to solve technical failures and its priorities.
I study your competition and set a search strategic plan to bring out the most of your strengths.
I select the most relevant search term to get the best ROI (from the initial meeting).