The first part of any effective campaign is the strategy. The following steps highlight our approach to strategic approach to SEO.
At Avenue, we work with clients at the beginning of the SEO process to fully understand their campaign objectives and how and where search engine optimisation can be managed to impact their revenue streams. This initial insight is made by examining past performance trends and analytics to understand where opportunities may exist going forward. By defining and documenting a clear set of objectives, both our clients and the agency know what success will look like.
With client objectives established, these are transitioned into performance KPI’s which are used as a benchmark to gauge future SEO success and ROI. Such KPI’s may include sign up forms, Call back requests, basket checkouts, and brochure downloads, but each call to action and KPI is weighted to measure real business improvement.
Our Avenue SEO Managers use in-depth keyword analysis to develop an extensive keyword portfolio comprising category and keywords. These categories and associated keywords are measured to look at traffic, engagement, acquisition and business goals. Keywords are split into three distinct categories;
Once our team have established keyword categories and associated keywords, attention is directed towards domain strategies, ensuring they are well optimised for both local and international reach. With more clients able to trade internationally than ever before, ensuring the correct territory domains, sub domains and URL strings are in place, ensures we are capturing all possible natural search activity.
Using our SEO reporting tool Fathom, our team also look into past seasonal trends. Identifying past seasonal trends, and understanding peaks and trough in traffic can help plan key pushes at peaks times of the year.
Click here to find out about the next step, SEO Planning.
Contact Avenue today to discuss your SEO requirements.
+44 (0)20 3745 6400