TECHNICAL SEARCH ENGINE OPTIMIZATION STRATEGIES

National SEO Audit

By going through the technical optimisation process for your sit, we enhance its crawlability and ensure that its layout is in keeping with Google search best practices.

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TECHNICAL ON SITE OPTIMIZATION

Technical SEO Audit

Analysis and Actionable Steps

In order for your site to top the search rankings, search engines need to be able to find you and evaluate your content. Any sub-optimal content can get in the way of the search process, and needs to be addressed.

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Detailing Weaknesses

After assessing your site’s weaknesses, we provide a detailed description of opportunities for improvement and optimisation.

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Resolution

Once we have laid out the steps to optimise your site, we prioritize them by assessing the impact each will have, and provide an estimate of the effort each will require.

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After three short months with National SEO, our site is already performing beyond our expectations. Their customized SEO strategy has led to a 40% growth in our organic traffic, and our KPI goals for keyword ranking have all been surpassed. The best part is that the team is approachable and transparent. There are no secrets or manoeuvring with National SEO—just good old-fashioned professionalism.

DAVE McNAMARA, CEO

Industry | Construction

Campaign length | 3+ months

Results | 40% traffic growth

Why National SEO?

Immediate Access to Data

There is no waiting around with us. Our real-time data allows you to track the success of your campaign, and keep an eye out for new opportunities.

Real and Measurable ROI

Since our SEO strategies are based on data, their success is measurable in real-time. You will always know exactly what value you are receiving from your SEO campaign—an important bit of info for your financial reports.

Campaign Flexibility

It doesn’t matter if your company is a tiny startup or a multinational conglomerate. We will create a custom campaign for you that fits your exact needs and specifications, and that can grow with your company.

Complete Transparency

The SEO industry has a reputation for shady dealings, but at National SEO our goal is to change that stereotype. Our clients approach SEO with confidence because they have seen our results and know that we have their best interests as our only priority.

Measureable Results

National Analytics ®

  • Watch your target keywords grow in real time.
  • Track the monthly growth of organic traffic.
  • Detailed information on ROI and conversion pathways.
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The SEO

Audit Process
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An SEO audit uses a variety of criteria, tools, and checklists to evaluate a website and its SEO presence. We make a list of weaknesses and strengths, and develop an actionable strategy to improve upon weaknesses and optimise strengths.

Most SEO companies provide fast audits—15-minute evaluations done with free online tools, that look mostly at surface issues such as page and domain authority, tags and maps, alt and meta descriptions, indicators of penalties, and organic traffic. But here at National SEO we provide what is called a full audit. Our evaluation includes everything you’d get in a fast audit, in addition to deep analysis of over 80 different SEO factors using our highly sophisticated tools and expertise. Our reports then separate your results into a variety of categories, which can include:

  • Assessment of links
  • Evaluation of keywords
  • Technical analysis
  • Page-level evaluation
  • Evaluation of competition
  • Evaluation of content quality
  • Evaluation of user experience

Our comprehensive SEO audit utilizes a number of analysis tools, including:

  • Google Analytics
  • Majestic
  • Screaming Frog
  • SEMRush
  • Beam Us Up SEO Crawler
  • Google Search Console
  • SEOptimizer
  • Pro Rank Tracker
  • Ahrefs

Before engaging in a comprehensive edit, it is important to have a good idea of what your targets and goals will be. Search engine optimisation is not the end goal—it is a tool to get you there. What results are you looking for from your SEO campaign? Do you want to improve rankings for specific keywords? Increase organic traffic? Out-perform your competition? Fix existing problems that are penalizing you in search?

It isn’t enough to say, “We want to rank higher on search pages” or “Our site needs more traffic.” You need to have measurable goals that provide direction so that your strategy can be structured appropriately. This way, you can then evaluate the results of your strategy and see what is happening and what isn’t.

After we have a clear understanding of what you hope to accomplish with your SEO campaign, we can do a full audit that is aimed towards accomplishing these goals.

INDUSTRY
Retail Complex
CAMPAIGN LENGTH
16+ months
RESULTS
150% increase in total keywords ranked
86% year-over-year growth in organic traffic
54% increase in keywords on Google first page

Fast, efficient, and extremely accommodating—these are words that come to mind when I think of National SEO. The process of revamping our SEO has been as interesting as it has effective. I’ve learned a lot, and my business has enjoyed the results of that learning.

JESSICA STEPHENS, DIRECTOR OF MARKETING
REPORTING PERFORMANCE

The Metrics We Use to Measure Campaign ROI

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GROWTH OF ORGANIC TRAFFIC

It isn’t easy to boost traffic to a website—but it’s possible. It’s also essential to a business’s success, which is why it is our main focus. Your site needs to rank high, but it needs to do so by providing valuable content to your site visitors—content that will convert them into customers.

We optimise your site through both on- and off-page SEO best practices, which directly correlates to more site traffic and business. By establishing your site as an authoritative source of information, we give search engine crawlers exactly what they are looking for. As they find relevant backlinks, appropriate keyword usage, and valuable content, they will move you up the rankings, which means more eyes on your site.

An SEO campaign that focuses on organic traffic is more successful in the long run than one that focuses on PPC traffic, and is more cost-effective as well.

TRACKING YOUR GOALS

You obviously have goals for the growth of your business—that’s why you are investing in SEO and working to optimise your position in online search. By working closely with you in designing your custom campaign, we will have an intimate understanding of what those goals are, and will use them as a metric to measure the success of your new SEO strategy.

CLICK THROUGH RATE (CTR)

It isn’t enough to bring people to your website. In order to convert them into customers, you also have to convince them to click through once they are there. Whether they encounter a call to action, an advertisement, or even email correspondence from you, the goal is to get them to interact. By measuring click-through rate, we can see exactly how effective your content is once people find it. With our real-time analysis of your ongoing results, we will be able to evaluate how effective your online content is, and whether the people visiting your site are qualified leads. This data will tell you what is working and what isn’t, and can be used to inform future strategy development.

Measuring Campaign Success

What is Included?

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Tools like Ahrefs and Moz will allow us to analyse your competition’s keywords, links, and general advantages. This can help you decide what keywords are worthwhile targeting, which are out of reach, and which are popular with your competition but possible for you to dominate. It will also help you find prospective links.

Google Analytics is your tool of choice here. In particular, we will want to consider average time on site and bounce rate. (Bounce rate is the average amount of viewers who click away from your site after only visiting a single page.) In the new age of SEO, you are ranked based on how informative and valuable people find your content—and if people aren’t spending time on your site, then they obviously don’t find it valuable.

Page level analysis is sort of the polish that makes sure your content is laid out properly. Good content is a good start, but you need to make sure that all of the ingredients are present and in the right place if you want to rank high in search engine results. These ingredients include titles, opening sentences, closing sentences, and meta descriptions that contain keywords. It is also important to ensure that all images have alt descriptions, and that your URL is optimised. Finally, it is important that internal links follow best practices.

It should go without saying that your content should be of the highest quality. This means engaging, valuable content that is written by native English speakers, and that is grammatically sound and professional in appearance. Not everyone is a natural writer and editor, so this is one place in particular where it may be worthwhile bringing in a professional. It is very common in the publishing world for content to pass by several editors before it is considered ready for consumption, and the same holds true with your web content. It is difficult to be objective about your own writing, so it’s helpful to not take edits and critique personally, but instead look at them as an opportunity to learn and optimise your site at the same time.

Tools like Pro Rank Tracker and Google’s Webmaster Tools are helpful when it comes to analysing keywords. In general, you want to consider:

  • Which keywords bring in the majority of your traffic
  • Which keywords are you struggling with, and if it’s possible to boost them
  • Which keywords you could easily optimise to boost traffic with little effort

While there will be some obvious keywords that are bringing in a lot of traffic for you, you may find that there are a few surprise performers in there as well, possibly from a post that you didn’t push too hard, or that you didn’t pay much attention to. These keywords are often worth investing more time and effort into boosting.

You will also want to search out long-tail keywords that aren’t getting a lot of traffic, but that also don’t have a lot of competition. Sometimes low-traffic keywords can be just as valuable if you can rank for them without much effort. Pulling in 200 visitors per keyword for 50 keywords equates to 10,000 visitors, and you may be able to accomplish that with the same amount of investment it takes to garner 10,000 visitors on a popular keyword.

It is important to evaluate technical aspects of your site, such as correct installation of SSL, missing pages (if any), and whether it is mobile friendly. Slow loading speeds are something to look out for, as are duplicate content and duplicate meta tags. And you also want to make sure that Google is able to access your XML sitemap.

On average, the clients we work with enjoy 321% annual growth when it comes to organic traffic.

“Ever since bringing in National SEO, our business has seen sustained growth. It’s great to have them on the team!”

JIM SALAZAR, MARKETING VP

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