The core areas of SEO
Appearing in search results is not enough on its own. A page also needs to match relevant searches, provide the information visitors are looking for and be supported by other pages on the website. We therefore organize our SEO work around four core areas.
Technical structure
We examine technical issues that may prevent search engines from accessing or indexing your pages. This includes redirects, preferred page URLs, the sitemap, mobile usability and page performance.
Search intent and page focus
We examine the terms people use when searching for your products or services and the needs behind those searches. We determine which searches each important page should address.
Content and site structure
We examine whether content is repeated across the website, whether important topics are missing and how related pages are connected. We plan the new pages that are needed and identify existing content that should be improved.
Measurement and prioritization
We use Google Search Console and available visitor data to track which searches and pages are gaining visibility. We determine the next priorities based on the results and the needs of your business.
Our article, “What Is an SEO-Friendly Website?”, explains how technical structure, page planning and content can work together within a website project.
When might you need SEO services?
- Your important pages do not appear in search results, or your existing visibility has not improved for some time.
- It is unclear whether a new page should be created or an existing page improved for a particular product, service or topic.
- Technical issues, duplicate pages, incorrect redirects or weak internal links are limiting visibility.
- New content is being published, but there is no structured plan connecting the topics, target searches and priorities of your business.
- Your website is being redesigned, moved to another platform or transferred to a new domain.
- Google Search Console and visitor data are available, but it is unclear which work should be prioritized or what results previous work has produced.
The scope of our SEO services
We assess your website’s current position and your goals, then establish which technical reviews, page-planning, implementation and measurement work the project requires.
Technical review and work plan
We examine technical issues that may prevent search engines from accessing or indexing your pages. We then organize the required work in order of priority.
Search analysis and page planning
We examine searches related to your products or services alongside your existing pages. We plan which pages should be created or improved and how those pages should be connected.
Page and content improvements
We improve the titles, search-result descriptions and content structure of the pages included in the project. If new service, product, category, location or guide pages are required, we establish what each page needs to cover.
Measurement and ongoing monitoring
We use Google Search Console and available visitor data to monitor the development of searches and pages. We share the results regularly and establish the priorities for the next stage of work.
Local visibility
When relevant to the scope of the project, we review your business information, location pages and existing visibility in local searches. We identify missing or inconsistent information and any additional pages that may be required.
Website redesigns and SEO migration
When a website is redesigned or moved to a different platform or domain, we map existing page URLs to their new equivalents and plan the required redirects. We also establish the checks needed to preserve pages that are already performing well and maintain the existing measurement setup during the transition.
We preserve the parts of the existing website that are working well and prioritize changes according to their importance to your business and their potential contribution.
