SEO Process (Draft Version)

SEO process is a very broad term. Let me explain my point of view about SEO process regarding B2B websites.

Today you have some keywords and some positions of your website for them (USA region, Google). Your goal is to get more leads for your product or services with the help of SEO, right? You are trying to reach this by getting #1 rankings for some keywords (which you have previously chosen) with commercial intent.

How should be the SEO process structured in your case?

RECOMMENDATIONS

1. TECHNICAL SEO (REMOVE ERRORS AND IMPROVE YOUR WEBSITE's STRUCTURE)

Technical SEO helps you be sure that Google can easily and fast index your website.

а. remove all technical issues that prevent your website from being indexed fast by Google (301 redirects and 404 errors).
а. improve your technical SEO (add breadcrumbs, add schema markup, add more internal links to important pages, remove from the website or from the Google index unimportant pages, improve menu sections in the header and footer, add HTML sitemap).

First, you need to conduct a technical SEO audit with your website. According to the data of your Google Search console, your website can has many technical mistakes. You need to fix them all.

TASK:  Fix Crawl Errors

Importance and Case studies:

  1. https://blog.hubspot.com/marketing/technical-seo
  2. https://knowledge.hubspot.com/website-user-guide/how-to-use-the-url-mapping-tool-to-redirect-pages

Challenge

I have figure out that your Google Search console faced with 404 errors on your site (please, see attached file). I recommend to fix them.

PROCESS

1. Click on each link

2. Please, try to remember or figure out :

a) is it possible to make a redirect from the page that currently gives you 404 error to a similar relevant working page, or

b) is it possible to create some text for that 404 page which will be useful for your visitors (blogpost or ad copy).

3. Fill the second column in the  "404 errors.xlsx" file with notes in front of each url.

There are could be 3 types of notes:

a. this url should be replace with the new url (place it here).

b. for this url we will create new content.

c. this url won't be fixed because we do not know what to do with this url.

4. I revise your notes and formulate either a task for your developers (I will send you a text), or make my notes to further discussion.

5. After developers implement these corrections, I will notify your Google Search console.

6. This way we will fix 404 error pages and will discuss next steps.

Do you agree with my suggestions? Is it convenient for you to work in this regime?

2. IMPROVE YOUR WEBSITE's SNIPPETS

You can have #1 rankings but nobody clicks on you if your snippet is not attractive. OR you can have lower rankings but great snippet people want to click on.

a. change your Title tag and monitor result (before this you should answer the question "what new title will look like and why")

b. change your description and monitor result  (before this you should answer the question "what new description will look like and why")

Before improving your snippets you probably should spend the time to make "keyword research" and "competitors' snippets research". You should also daily monitor your visibility in the search engines by selected keywords (often with the help of paid tools such as Semrush - 100 $ per month).

3. IMPROVE YOUR WEBSITE's LANDINGS

You can get clicks but visitors never convert into leads. Probably your landing does not have enough arguments (rational and emotional) to do this.

a) add more rational and emotional arguments (improve content) on the important landing pages.

Before improving - make competitors' landings analysis to find their arguments or try to improve it using your brand's history.

You can also use such techniques as SEMANTICS SEO and Skyscraper Technique.

4. ENLARGE SEMANTIC KERNEL (LIST OF KEYWORDS) OF YOUR WEBSITE.

More great keywords - more possible leads. You use just a couple of keywords to get leads. Probably you should make some keyword research and competitors research to find new topics and keywords.

5. GAIN TOPICAL AUTHORITY

Google prefers authoritative websites. Create a blog, make a content plan that will cover ALL possible aspects of your main topic and write a lot of appropriate blog posts to solve your customers' pain. Make topic's research to find your customers pain points and key challenges. It's not necessary to explain, that intention to buy your product or order your services - is not a pain.

Hence, you need to concentrate your SEO efforts on getting higher rankings for particular topical keywords but not all keywords.

6. GET MORE BACKLINKS

It's probably not possible to get more leads if you do not have CLEVER long-term link building process. It is the topic for another discussion. So let's me do not talk about this here. 

7. TRACK POSITIONS AND LOG ACTIVITY

You need to avoid dropping of your current positions, so your SEO spec. should log all improvements to the website to make it possible to revert them back if it is necessary.

Note: Google Webmaster shows data only after 2-3 days (the common widely known and unsolvable problem). So, If we start monitoring the data from Monday, it can be actually gathered just in Wednesday.

In fact, nobody knows how some design' changes can influence SEO. It would be better in such cases to make experiments.

1. Define what positions you have now.

For Example using Google Search Console or Semrush, you can create such a table: https://www.drillseo.com/wp-content/uploads/2016/10/semrush-google-keywords-position-tracker.jpg

2. Make changes you need (according to the new design).

3. Track positions for 1 day, 3 days, 7 days, 30 days to figure out whether there are positions' changes.

3.1. If positions were improved - good.

3.2. If there were no difference - not bad.

3.3. If positions were down.

3.3.1. define keywords.

3.3.2. try to find a correlation between design' changes and positions' changes. If there were one -  make rollback for changes being applied.

Here is a roadmap:

1. We will prepare the list of the main keywords (10-20), which will be tracked.
2. You will approve this list.
3. We will start tracking them.
4. If there will be any problems with that positions within the 30 days after new design has been implemented - we will notify you about it.

For example, I can found that your website now in top-10 with 59 words (Google Search Console). You can mark out the main 10-20 words from them which need to be tracked after design' changes will be applied.

I hope this will help.

ESTIMATION

What would you be able to improve within directions that you’ve mentioned? Along with that, please include a time and pricing estimates for each direction. Could you please provide me with recommendations and an estimate for a process?

As you can see, SEO which will show stable results has different aspects and it's hard or impossible to estimate it with the help of fixed price. OR we should divide the SEO process into very small steps. The more appropriate approach is the Time and Material.

Apart from this, 1 SEO specialist (who serve primarily as a general analyst and result monitoring person) is not the single person who can do all that things (otherwise - the process will be very very slow).

At different stages of the process more other specialists should be involved (programmers, link-builders, copywriters).

Which directions of SEO process mentioned above would you like to start with?