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SEO is a valuable service (of course I would say that... I'm biased) - but communicating this value is not always done well, especially when it is so often compared to its sister strategy, PPC, which has such fast and easily measurable results. But SEO carries just as much, if not more value in the long term and can continue generating revenue and brand awareness for your business long into the future. The hard part is communicating the benefits of SEO to managers and stakeholders without just throwing a bunch of stats at them. But there is a way.
We're heavily invested in carrying out great SEO at Adido, not only for our clients but as a major part of the company’s own marketing strategy.
To get buy into a specific SEO strategy, it’s good to be able to show positives of the channel how it has worked in other cases. Identifying projects from within the same industry will increase the power of the message as you will be able to demonstrate the same approach which can be used within the new strategy. The case study should be a visual piece which brings the strategy to life and explains the step by step process to success, instilling confidence in the project.
Once you have decided on your intended strategy and demonstrated how it will work, it’s time to start implementing your strategy in order to really prove its worth. While it may be difficult to get your boss to sign up to a long term strategy, you can start small and take the first steps to getting some positive results. Choosing a smaller section of the site to work on will reveal how the strategy works in action and allows for a more focussed approach which may encourage quicker improvements.
SETTING ACHIEVABLE KPIS
While it may take some time to see the big results, you can set some key performance indicators to aim towards in the meantime. Combining the ‘small wins’ as you progress through the strategy equates to an overall ‘big win’ as the visibility and performance of the site improves organically. Objectives such as ‘gaining ten new high quality inbound links’ or ‘increasing Organic traffic by 20%’ are easy to measure and shouldn’t take too long to achieve if the strategy is working. There are plenty of tools which can help to visualise achievements, showing keyword visibility, engagement rate and overall site authority.
All projects require some sort of conversion tracking, whether it’s for a purchase, contact, download or anything else. In many situations, this is the KPI we want to see improve the most. There are times when we see clients get hung up on the volume of traffic coming to their site as the main indicator for success, but in reality, a site which outperforms the competition in terms of conversion rate is winning. If the SEO strategy is not increasing the volume of traffic, but conversion rate doubles, then the website has seen a performance increase of 100%.
At Adido, we are constantly evolving our SEO offering as the organic search environment adapts and changes. The key to getting buy in and understanding of our strategy lies in clear communication, well thought out strategies and proven results time and time again. Without giving away any of our secrets, our current approach is all about proactively targeting the most important area of your business and attacking it from all angles, concentrating on that one area for at least three months. This type of targeting means that we can see quicker results which improve over time with a little maintenance.
Each SEO strategy we implement is bespoke for the individual client as your specific industry, website and preferences are all considered in the process. You can learn more about the techniques we use within our strategies here or get in touch with us to talk about how we can work together to make your business the dominating authority in your area of expertise online.
This is a question I was asked at our recent Attention 2017 event and I'm not happy with the short answer I gave, so here's the long answer!
Read Part 2 of David Berendt's talk on Voice Search and the implications is has for your business at our Attention! 2017 event.
Read Part 1 of David Berendt's talk on Voice Search and the implications is has for your business at our Attention! 2017 event.