SEO Approach

SEO Strategy

Thorough research processes underpin the fundamentals of our strategic focus; by highlighting areas where keyword opportunity exists, we are able to tailor campaign optimization (best blend of technical, content and authority optimization) to meet agreed goals.

Establish Client & Performance KPI Expectations

The audit of historic SEO activity delivers a clear initial picture on current visibility, traffic, engagement and conversions. As with PPC, we believe that a defined understanding on what’s expected is key, so we use this benchmark data as the basis for our planning and on-going delivery. During our progress with you through the SEO planning stages, increasingly specific goals are developed to guide the success of the campaign.

Establish Tracking & Analytics Requirements & Solutions

As SEO evolves in complexity and scope, our analytics team works with you to confirm core metrics (e.g. conversions, revenue & ROI going forward), and to enrich your data set with integrated social metrics e.g. social visibility, SEO and social peer comparisons. This broader data set will guide our mutual understanding of your customers’ online journeys as they engage and interact with your brand.

Conduct keyword Research & Opportunity Analysis

Keyword research starts with a seed list - a brainstorm of words and phrases that might be important. The better the keyword seed list is, the greater the opportunity to generate a comprehensive keyword portfolio.

There are two main types of keywords we review for search- brand terms and generic terms - usually sub-divided as follows:

In addition to these main types, and subject to the specifics of your business, we may also add keywords relating to events ( such as: father’s day, mother’s day, Christmas and so on), and competitor terms where relevant. During the research process, we will consider:

The objective of this report is to agree a parent list of keywords which offer potential for gains in visibility, traffic, engagement and acquisitions. The parent list is triaged into the following categories:

Establish Domain Structure - Geographical and Language Variables

With many clients now operating internationally, it’s prudent to plan at the outset for the best possible domain structure, allowing for scale and diversity as your web presence develops. From extensive experience, we advise you on optimum deployment of country specific TLDs, use of single domains, and the pros / cons of sub-domains, folders and related geo-targeting best practice.

Produce Seasonality Map

Although SEO is less agile than PPC, we can still use notable peaks and troughs to anticipate broad seasonal trends and recurring external factors such as industry or social events. With this information, we can plan our optimization to intelligently target specific product / service categories in advance of periods which exhibit best opportunity.

SEO Planning

The initial phase of Jellyfish SEO campaigns encompasses key audit deliverables, ensuring that technical, content and authority optimization tactics are planned and executed to fulfil agreed strategic objectives.

Technical Audit

The purpose of the technical audit – and subsequent technical recommendations – is to ensure that your SEO campaign is based on solid foundations, i.e. a website that is easily accessible / crawlable for search engines. This audit is a critical campaign start-up component, and helps to ensure that:

On completion of the technical audit, Our executive summary divides the issues into two distinct categories:

Once a plan is created, input from Jellyfish will be scheduled into recurring monthly activities. This input will consist of QA and commentary on the precise solution proposed by your technical team.

Content Audit

Building on the linguistic priorities established by the SEO keyword research process, the content audit ensures that your website is streamlined to capitalize on search trends and opportunities. The Jellyfish audit will provide recommendations in the following areas:

All content that is produced is then optimized according to the best practice guidelines going forward.

Authority Audit

The purpose of this report is to accurately map the reputational landscape in which your brand plans to compete, and to recommend realistic, viable paths/actions likely to achieve agreed campaign goals in as efficient and timely a manner as possible.

The performance/standing of your website will be compared with the performance/standing of up to three identified competitors. Using best of breed technology as a basis, we use comparative data on back-links, domain authority, page authority and social signals to build an accurate picture of how authority has been historically created, and how your brand can benefit in the future.

Areas of potential, immediate and long-term gain are identified, and prioritized clearly in the summary. Once completed and in conjunction with SEO keyword research, the audit will clarify:

SEO Management

Once audits are completed, we embark on rolling monthly campaign management. This will focus towards off-site activity (authority optimization), and on-site technical and content support.

Authority optimization

To enhance the authority of your domain and your pages, we will consult and advise on the production of content that will naturally create attention, engagement and advocacy. This relates closely to both the Panda Update and the overall direction of natural search algorithms; we will work to create content that has the ‘Wow’ factor e.g.:

We will also ensure that all on site content can leverage SEO by use of likes, +1s etc.

Content / technical support

Once the SEO audit stages are complete, campaign momentum and progress is maintained by the delivery of regular technical and content support. This on-going consultancy phase is usually made up of the following activity:

SEO Reporting

Via our best of breed technology partners, and a deep understanding of your overall business needs and specific campaign requirements, Jellyfish SEO reporting delivers snapshot performance and historical data which details: