SEO Strategy

How to define an SEO Strategy For Your Business

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How Oxford SEO Can Help Create Your SEO Strategy

We have successfully helped companies, both big and small, define a cost effect SEO strategy for their businesses. This work can either be undertaken as a one-off consultancy project or as part of a total SEO campaign

How to Define A SEO Strategy

The starting point for any SEO project should be defining an SEO strategy.

The SEO strategy should be a means of fulfilling a goal or set of goals in the overall business strategy.

As an example of how an SEO Strategy can underpin an element of a business strategy or goal let us start to look at an example; if your business goal was to grow the business by 30%, the objective of the SEO strategy might be to achieve 50% of the overall growth target.

Other means might be used to accomplish the achievement of the remaining growth target, for example, recruiting more salespeople, using social media, improving on-page conversion ratios, and implementing an affiliate programme.

We can then move on to develop the specifics of an SEO campaign that is closely aligned to the business strategy and is measurable.

For us to measure the level of achievement of the SEO strategy, we need to understand some key numbers.

In the above scenario, we need to achieve 15% growth to realise our SEO objectives, but 15% growth of what? It might mean 15% growth in total new customers, 15% growth in sales income or even 15% growth in profits before company overheads. There also could be many more interpretations of this growth target. Ambiguity, at this stage of the project, is not an acceptable option.

When the ambiguity is eliminated, you then need to establish an actual number for the growth target; as an example, if we are talking about revenue growth, we need to know what the revenue was last year?

Let us use an artificial scenario where revenue was £100k last year. Growth from our SEO campaign is looking to deliver an additional £15k of revenue. We now have a clearly defined goal.

With this goal defined, you then need to understand which products or service are going to help you achieve this growth goal.

Prioritizing which products or service can contribute the most revenue or profit is a crucial stage.

For the sake of this example, we will say that this fictional company want to sell more of Product A.

Product A sells for £10, we can therefore, derive we need to sell 1500 more of Product A to achieve our strategic SEO goal. (£15k required growth divided by £10 per product)

To complete the SEO strategy, you then have to reverse engineer your sales funnel to derive how many website impressions your SEO efforts need to find. To do this involves understanding click through rates from the search engine listings to your page, page click-through rates and conversion rates.

With this work completed, you will then have an accurate idea of the total number of impressions and clicks required, and you can define a universe of keyword terms to target with your SEO campaign.

At this stage, you need to assess if your strategic objective can be achieved using SEO and if the cost of achieving the objectives gives a return on investment that the business will be happy accepting.

Oxford SEO are experts as defining and evaluate SEO strategies if you need help, please contact us.

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