Search Engine Optimisation Campaign Management
Optillion’s fully-managed Search Engine Optimisation service is the preferred option for clients who want to be relieved of all the stresses associated with optimising a website. All practical aspects of the search engine optimisation campaign, including the initial assessment, implementation and monitoring are undertaken by Optillion’s personnel, although regular reports and meetings ensure that the client is fully informed of the progress of the campaign and involved in any important decisions.
Initial SEO Assessment
The initial assessment for a Bespoke Search Engine Optimisation campaign involves a comprehensive appraisal of the current state of development and optimisation of the website, including hosting arrangements, site structure, coding, content, keyphrase targeting and link relationships. The current search engine rankings for existing target keyphrases are then evaluated along with the current state of optimisation of the site and from this the potential future performance of the chosen keyphrases is assessed.
SEO Proposal
Following the initial assessment, the client will be invited to discuss the resulting search engine optimisation proposal. The proposal is a fully costed, prioritised plan for implementing a comprehensive search engine optimisation campaign, which takes account both of the client’s objectives and the indicative budget. The proposal will also indicate the timescale required for implementing the plan and achieving results. Whilst adjustments can be made to the timescale, priorities and order of implementation, the plan will have been carefully tailored to the optimisation needs of the client’s website and it is expected that the core search engine optimisation recommendations will be accepted in full by the client.
SEO Implementation
Optillion’s personnel will implement the Bespoke Search Engine Optimisation campaign in accordance with the agreed plan. Any significant deviation from the plan arising during the search engine optimisation process will be agreed with the client in advance. The optimisation of the site will have been prioritised so as first to remove any elements which are barriers to the search engine performance, followed by work to enhance the website’s structure, coding, and content. In many cases the website will require significant recoding, which can be used as an opportunity to enhance the site’s design and functionality, should the client desire it. Any changes made to the website which will affect its appearance, functionality or visible content will be submitted for client approval before being published. As soon as the finished structure of the site is in place and functional pages have been uploaded, work will commence on developing the site’s link relationships. It is the requirements of the link building campaign which ultimately determines the length of the project. Acquiring links too quickly or in an unnatural manner can flag up the site for a search engine penalty, whereas the ‘softly softly’ approach to link building can mean an SEO campaign takes years to implement fully.
SEO Monitoring
Developing and implementing a search engine strategy for a website is both a proactive and a reactive process. Performance monitoring is used both to guide the future direction of the search engine optimisation campaign and to provide feedback to the client as to the campaign’s performance. Clients receive a monthly report of the website’s search engine performance and visitor numbers, together with an update on the implementation of the search engine optimisation campaign. Clients may of course request a meeting at any time, if they require a more detailed discussion on any issues relating to an ongoing search engine optimisation campaign.
