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TAKING SEARCH OFF ICE

Full SEO Service

SEO Has Evolved With The Web

A full SEO service today involves a lot more than it used to. SEO is much more integrated into the overall marketing mix of your brand.

In 2011 the Panda filter demoted a lot of sites with thin content, too many ads and an overall poor user experience. This was a hint that Google was becoming able to automatically detect quality signals without having to rely on the backlink profile of the site.

2012 saw Penguin hit many sites that had relied on paid link building schemes and household names were hit along with vast swathes of many verticals.

In 2015 Google first launched its Search Quality Guidelines which it gave to human raters to evaluate sites for search. In the same year RankBrain was introduced, the machine learning innovation that became a work in progress to a new way of indexing the web. The most recent iteration of their search quality guidelines were released in 2018.

In August 2018, Google launched a core algorithm update that reflected the manual quality guidelines, which mainly affected YMYL (Your Money or Your Life) sites.

A key aspect of this update, known by the SEO community as the ‘Medic Update’, focused on three factors.

  • Expertise
  • Authoritativeness
  • Trustworthiness

E-A-T!

Google’s search quality raters are asked to rate sites based on dozens of E-A-T factors which are aggregated to a Low, Medium or High E-A-T score for every domain they evaluate.

RankBrain then digests this E-A-T data (its preference over fermented walrus) and is then able to adjust rankings once the main ranking algorithms have done their job.

These are just some of the key advancements of the hundreds of updates over the last few years in the SEO landscape. They should make it very clear that a lot of work is required to satisfy the pre-eminent search engine and those that are chasing its shadow.

Google Doesn’t Care About You (but we do)

One of the challenging things one must realise about being a Webmaster or Online merchant is that Google doesn’t care about you. This might sound like tough motherly-love and in a sense it is.

Google cares about its users. It’s our job to help you provide as many signals to Google and the lesser search engines that your site is of high quality for their users. Searchers finding your site should want to come back to Google to search again.

Ticking Many Boxes

In order to keep Google’s quality raters and algorithms happy, many boxes need to be ticked.

In 2015 Google first launched its Search Quality Guidelines which it gave to human raters to evaluate sites for search. In the same year RankBrain was introduced, the machine learning innovation that became a work in progress to a new way of indexing the web. The most recent iteration of their search quality guidelines were released in 2018.

In August 2018, Google launched a core algorithm update that reflected the manual quality guidelines, which mainly affected YMYL (Your Money or Your Life) sites.

A key aspect of this update, known by the SEO community as the ‘Medic Update’, focused on three factors.

  • Expertise
  • Authoritativeness
  • Trustworthiness

E-A-T!

Google’s search quality raters are asked to rate sites based on dozens of E-A-T factors which are aggregated to a Low, Medium or High E-A-T score for every domain they evaluate.

RankBrain then digests this E-A-T data (its preference over fermented walrus) and is then able to adjust rankings once the main ranking algorithms have done their job.

These are just some of the key advancements of the hundreds of updates over the last few years in the SEO landscacpe. They should make it very clear that a lot of work is required to satisfy the pre-eminent search engine and those that are chasing its shadow.

Google Doesn’t Care About You (but we do)

One of the challenging things one must realise about being a Webmaster or Online merchant is that Google doesn’t care about you. This might sound like tough motherly-love and in a sense it is.

Google cares about its users. It’s our job to help you provide as many signals to Google and the lesser search engines that your site is of high quality for their users. Searchers finding your site should want to come back to Google to search again.

Ticking Many Boxes

In order to keep Google’s quality raters and algorithms happy, many boxes need to be ticked.

There are so many sites on the web competing for most commercial keywords that the bar has never been higher when it comes to ranking your site well. It really is the algorithms’ market.

Luckily, most of Google’s search quality guidelines will make your site better, as Google understands what its users want. Its users are your users, after all.

The first principals of SEO remains to be high quality content, authority and crawlability.

There are, however, many more factors that have to be taken into consideration today, though ultimately they can all be grouped into these categories.

The below packages are designed as a guideline for clients with different needs, budgets and resources.

Full SEO Services

SEO takes time and the package you choose will be executed over many months depending on your budget and potential bottlenecks.

Our Mountain Goat, Moose & Grizzly Bear SEO services are flexible. If you want something bespoke, we can come up with an Orca package just for you. Get in touch now.

Mountain GoatMooseGrizzly Bear
Keyword Research & MappingSelection & page by page mapping of up to 50 pagesSelection & page by page mapping of up to 150 pagesSelection & page by page mapping of up to 300 pages
Meta DataHTML Titles & Meta Descriptions for up to 50 pagesHTML Titles & Meta Descriptions for up to 150 pages. Templated rules for included for larger sites.HTML Titles & Meta Descriptions for up to 300 pages. Templated rules for included for larger sites.
Content Gap AnalysisAnalysing your site & up to 2 competitors that rank well & comparative SWOT scoresAnalysing your site & up to 6 competitors that rank well & comparative SWOT scores (useful for sites with more than 1 vertical)Analysing your site & up to 12 competitors that rank well & comparative SWOT scores (useful for sites with more than 1 vertical)
Content IdeationCreation sharable creative content assets – including article & blog post titlesCreation sharable creative content assets – including article & blog post titles & 1 hero piece every 6 monthsCreation sharable creative content assets – including article & blog post titles, video & 2 hero pieces per quarter
OutreachXIdentifying 50 influencers relevant to your niche and contacting them on your behalf sharing your contentIdentifying 100 influencers relevant to your niche and contacting them on your behalf sharing your content
E-A-T Evaluation & OptimisationEvaluation of E-A-T scoresEvaluation of E-A-T scores with page level recommendationsEvaluation of E-A-T scores with page level recommendations & ongoing evaluation
Link toxicity auditLink analysis and data report & creation of disavow filesOngoing Link analysis and data report & creation of disavow filesOngoing Link analysis and data report & creation of disavow files for large sites
Technical SEO AuditingInitial technical audit and another full audit 6 months into the projectQuarterly technical audits, details recommendationsQuarterly technical audits, details recommendations, user story creation & testing
Technical ImplementationRecommendations with examplesLine by Line Recommendations for sites with 5000 pagesLine by Line Recommendations for sites with >5000 pages
Page Speed/Mobile FriendlinessBaseline Report using a range of toolsGranular optimisation and rendering testsDOM rendering, AMP, PWA implementation guidelines
ReportingBasic Reporting of SEO performanceData Studio with monthly commentary covering multiple digital channelsData Studio with weekly commentary
covering multiple digital channels
Competitor AnalysisKeyword driven identification of top competitors with SWOT analysis covering content, backlinks & technical SEOKeyword driven identification of top competitors with SWOT analysis covering content, backlinks & technical SEO. Monitoring of up to 3 competitors over timeKeyword driven identification of top competitors with SWOT analysis covering content, backlinks & technical SEO. Monitoring of up to 6 competitors over time
Local SEONAP (Name, Address & Phone Number) schema, meta data localisation, Google My Business Optimistation,NAP (Name, Address & Phone Number) schema, meta data localisation, Google My Business Optimistation & Citation BuildingNAP (Name, Address & Phone Number) schema, meta data localisation, Google My Business Optimistation, Citation Building & Review strategy
SEO & Digital Marketing Consultant

Joanna Lewis

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