4Ps develops a digital strategy for each of our clients in line with their business objectives and what they want to achieve. This is different for each client, dependant on budget and timeframe.
The stages of developing a digital strategy include:
Research & Auditing
The first step is a full audit of the current website to establish the current situation in terms of organic search optimisation.
An offsite audit is also critical to establishing the health of the website’s backlink profile. This will help to inform the initial stage of Digital PR.
Initial keyword research is best done at this stage to inform initial target areas and the best opportunities in terms of volume. This is done jointly with an analytics and tracking review to identify the best revenue generators. Priority keywords are then mapped to existing URLs to determine focus pages.
Onsite Basics & Digital PR
This phase involves recommendations and supervised implementation of onsite SEO basics. At this stage Digital PR begins with content planning and initial outreach based on keyword trending, with the aim of building offsite activity to match optimal content distribution and interest at peak annual search volume points.
Advanced Onsite & intensive Digital PR
This includes advanced onsite techniques. Content research and optimisation is ongoing to target particular product ranges and categories. Competitor research should also begin as a regular task alongside this in order to identify potential new opportunities.
Digital PR should now be at the stage of regular and intensive outreach, distributing content, and produce high quality backlinks for the website.
This involves advanced SEO. We would also look to continuously review analytics data and tracking to inform ongoing strategic decisions and maximise ROI at all touch points. Content research and optimisation is ongoing. Digital PR continues with regular and intensive outreach as discussed above. Additional content development should be examined seriously at this and later stages, from brand engagement and awareness.
Offsite SEO is driven by content. We try to engage other websites in relationships which draw them into the brand as a whole rather than in a purely transactional manner. This develops brand advocates, spreads word of mouth (in a literal as well as digital sense) and results in very safe, future-proof backlink development.
Content and SEO strategies need to be considered separately for different target markets in an international sense. Although technical onsite SEO requires consistent treatment across international sites, content and link development through outreach must be tailored not only in language but also in tone and message to ensure maximum engagement and the best possible benefits.
We generally advocate a “do more than just translate” strategy for international SEO, which can be discussed in more detail if required.
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