7 Stages of Search Marketing
approx 5 minute read
Search Engine Marketing, or Search Engine Optimisation (SEO), is about driving more visitors to your business or website.
This is achieved by getting your business to show up in the results when people search for products or services you provide.
68% of online experiences begin with a search engine. That’s two-thirds of people kicking off their browsing session with a page of search results.
Is Search Marketing right for your business?
If people search online for the things that you do, then yes, Search Marketing is for you! This is especially true if you offer a local service. Something ‘near me’.
Although your target market could be local, national, or international. Particularly if you sell online and want your products to be found at the moment people are looking.
If you’re still not sure, don’t worry. We can advise whether or not Search Marketing is a good fit for your marketing strategy.
In the meantime, we’ve made Search Marketing simple, by outlining 7 stages. Let’s get started.
1. Audit
Before diving into SEO, get a free audit to see how your site’s doing. We’ll assess key areas including:
- Page structure and technical setup
- Keyword usage
- Responsiveness & usability
- Speed and security
Fill out our simple form. We’ll share what we find. For free!
2. Keyword Research
Keyword Research is the compass of Search Marketing. It’s where we begin.
By exploring the search terms your potential audience uses, we can uncover high-potential gems.
We focus on search volume, relevance, intent, and feasibility. This insight guides us to pinpoint the best opportunities and set priorities for the work ahead.
We can start from your existing keywords or suggest new starting points.
Ask us for a standalone keyword research report, or enjoy this service as a crucial part of many packages.
3. Content
Search Engines simply aren’t going to recommend your website if there’s not enough relevant and high-quality content to refer to.
Your website should be designed to guide users smoothly and meet their needs in clear, engaging ways. A well-crafted site is on-brand, well-designed, mobile-friendly, and fast. With easy navigation and clear calls-to-action.
If your website isn’t up to scratch, start here!
Search Marketing is about targeting specific keywords. So dedicated landing pages are essential. These pages focus on relevance and user intent. They offer helpful content that addresses needs or highlights the right products.
The focus is on solving problems and boosting conversions.
4. Local Listings
SEO CONSOLE
In the past, every business needed to be listed in the Yellow Pages. Today, business information can be found on 50+ platforms. Use SEO Console to simply and consistently manage your online listings, making it easy for potential customers to find you.
Try for free with a 30 day trial.
BUSINESS BOOSTER
Our Google Business Booster package optimises your Google Business Profile to increase visibility. So if you run a business where people search locally for what you do, you’ll want to appear in these results.
The package includes:
- SEO Console bundle
- Keyword research
- Google Profile setup
- Weekly posts
- Review management
- Monthly reports
5. PPC
Need fast results? Unlike SEO, which takes time, ads can start driving traffic to your site immediately.
Ads match your business with users’ searches in real-time, putting you in front of the right audience at the right moment.
Our paid ads service covers PPC (pay per click) and PPM (pay per 1000 impressions). We can take care of your text ads, display ads, and retargeting efforts.
We will refine or build your existing campaigns from scratch, ensuring bids and targeting are optimised for maximum budget efficiency. Each month, you’ll receive a report covering traffic, costs, and conversions.
Run PPC alongside SEO for best results. Or as a standalone to gain momentum fast on a limited budget.
- Get instant results
- Easier to get going than SEO
- Customer targeting options
- Precise budget management
6. Onsite SEO
So your website looks the part. You have an active and accurate presence on business directories and platforms like Google Business Profile. What’s next?
Maybe you want more search traffic or to offset ad costs by promoting organic growth. Ultimately, we all aim to rank higher for the services we provide. That’s where Onsite SEO comes in.
We help Google and other search engines prioritise your website for better rankings over time. It all boils down to two essentials: relevance and authority.
Onsite SEO optimises your website’s content and structure for maximum relevance. Can Google read your site easily, and is your content valuable and relevant? A technically sound, user-friendly site boosts your online presence and visitor experience, making it a win for both search engines and users.
If you want to explore a DIY route to improve your rankings, we have hundreds of free SEO guides and videos on this website. However, we know most people prefer to leave this to the experts. Especially if those experts are real people in their local area.
We’re not hidden in a bedroom or working from some far-off land. We’re in your community and most importantly, local to you. That means you can come in and chat with us about our SEO services. Together we can identify which of our digital marketing packages would benefit your business the most. Packages start from £300.
Request a free audit online, or give us a call to get started.
7. Offsite SEO
Let’s say your website and landing pages are 100%. Your helpful content converts. And your Onsite SEO is stellar. Now is the time to invest resources into the other equally important aspect of SEO: Authority.
Is your website credible?
Do you know how much search engines like Google trust your website? Because this ‘authority’ determines where you rank. The more credible and relevant sources refer to your site and content, the more trusted you appear to be.
Why backlinks are still important
Backlinks remain one of the most powerful tools in your SEO arsenal. A well-maintained backlink profile can be the difference between your website being hidden away in the dusty corners of the internet or strutting its stuff on page one of Google.
Authority and Trustworthiness
High-quality backlinks from authoritative sites are like receiving an honourable seal of approval.
Improved Search Rankings
Search engines use backlinks to understand the relevance and importance of your site.
Driving Referral Traffic
A good backlink can bring visitors directly from the referring site.
Boosting Indexing
Backlinks help search engine bots find your site and index your pages more efficiently.
Are bad backlinks holding you back?
Links from spammy, low-quality, or irrelevant sites or bots, can harm your SEO rather than help it. If you’ve got a few of these lurking in your backlink profile, you might need to take action.
We can perform an in-depth audit of your website and backlink profile. Simply ask us for a pre-site audit (PSA).
We’ll identify if your website has built up a history of unwanted backlinks and, if necessary, we can quote to perform a backlink cleanup.
Disassociating from any negative backlinks can have the same effect on your average trust and citation scores as adding credible new ones.
Dont’ stop
The business of Search Marketing, and SEO in particular, should be a consistent activity, with the goal of continuous improvement.
SEO is about managing change. Search Engines release new algorithms. Your business evolves. Your website updates. Your competitors adapt. Your customers, their needs and behaviours change.
Keeping on top of these factors will prove key when it comes to increasing, or maintaining, your search performance.
