An SEO webinar delivered by Semetrical in November 2020

1. THE 3 KEYS TO SUCCESS IN
SEO
SEO
[WEBINAR]
SEMETRICAL
NOVEMBER 2020

2. WHO WE ARE
A Little Bit About Us
Rory possesses a track record in delivering SEO growth that supports
multi-million-pound revenues; Rory regularly attends digital marketing events
across the globe to discuss SEO, user intent and content marketing strategy.
Rory has worked with Reach PLC, American Express, Arkadin, Flexioffices,
DueDil and Cloudflare.
Benjamin Beckwith
Head of SEO
Rory Hope
Head of Inbound Marketing
Ben is a highly experienced Head of SEO, who is described in the
industry as an expert SEO strategist. He has developed an award
winning department of SEO specialists at Semetrical and is passionate
about all things SEO. Ben has implemented highly successful
campaigns for global organisations such as DueDil, American Express
and Ticketmaster.
.

3. We’re Semetrical, the best
small SEO & biddable agency in
the UK.

4. 3 Keys To Success
In SEO
KEY TO SUCCESS 1 KEY TO SUCCESS 2 KEY TO SUCCESS 3
Maximum intelligence into
your market to aid
strategy development
Personalised solutions
for optimising different
parts of your website
Reporting, industry
monitoring & optimisation
for continuous ROI
3 KEYS

5. MAXIMUM INTELLIGENCE

6. - Establishing the most effective KPIs
- Develop targets based on business goals
- Understand key products or service areas
Aligning With
Business Objectives
INTELLIGENCE

7. Backlink Audit Content Audit Technical Audit Historical
SEO Review
Initial Ranking
Review & Themes
Audit of Current
Performance
INTELLIGENCE

8. INTELLIGENCE
Historical Review

9. Initial Ranking &
Content Review
INTELLIGENCE
Get a snapshot of current rankings
Identify quick wins from your current rankings
Review content that can be improved
Identify top performing themes

10. Technical Audits
INTELLIGENCE
An in-depth audit should be undertaken at the
beginning of any website review. At Semetrical
we cover over 200 individual checks across 11
fundamental areas.

11. Backlink Audits
INTELLIGENCE
A strong and optimised backlink profile is essential for
maximising potential SEO performance.

12. Industry
Research
Competitor
Analysis
Ranking
Analysis
Backlink
Analysis
Content
Review
In-Depth
Keyword
Research
SERP
Analysis
SEO Gap
Analysis
Audience
Intelligence
SEO
Opportunity
Analysis
Gaining Industry
Knowledge
INTELLIGENCE

13. In-depth Keyword
Research
INTELLIGENCE
Detailed keyword research needs to conducted across thousands
of keywords to identify all relevant terms.
This highlights the search patterns of potential users at each
stage of the funnel and exactly how they are searching.
Keyword
Identification
Keyword
Segmentation
Keyword
Cleaning

14. Analysing the SERP
INTELLIGENCE
Analyse the top half of a SERP for a given keyword to
help inform keyword prioritisation.
The SERP can give away tons of information such as:
- Featured snippet opportunities
- The competitiveness of a keyword
- The intent of a keyword e.g. Informational
- The content type or style needed in order to rank
- Type of websites ranking in the top positions
- Highlighting irrelevant and relevant keywords

16. Competitor Ranking
& Content Analysis
INTELLIGENCE
Identify keywords where they are performing
well but your website is not visible or is not
ranking highly.
Look at the “how” and “why”
Identify your “Organic” Competition

17. Competitor Backlink
Analysis
INTELLIGENCE
Analyse competitor backlink profiles to identify
- Successful strategies undertaken to date
- URL specific backlink strategies (Money page
URL strategies)

19. Strategy & Roadmap
Development
INTELLIGENCE
Prioritized technical roadmap
Precision keyword targeting strategies
Optimisation & new pages strategies
Seasonality strategies
Backlink strategies

20. Developing Detailed
Forecasts
I N T E L L I G E N C E
Forecasts help show the potential opportunity
on offer and provides a metric to work towards
to show success.
- CTR Models predict the uplift in traffic for
keyword level strategies.
- Third party visibility tools help benchmark
competitor performance and the traffic gaps.

21. PERSONALISED SOLUTIONS

22. Technical
Optimisation
S O L U T I O N S
It’s important to fix any critical issues before
making too many optimizations on your website.
Continual technical optimizations should be part
of an ongoing strategy to help further advance
your website setup.
Internal linking
optimisations
Hierarchy
optimisations
Speed
solutions
Cleaning up low
quality pages

23. On-site Optimisations
S O L U T I O N S
All optimisations should work towards improving the
relevance of a page, increasing the CTR to a page and
improving the conversion rates on a page.
Optimising meta data
such as title tags &
meta descriptions
Optimising the on
page copy
Improving the layout of
the content on a page
Recommending new
content to be added to
a site
01 02 03 04

24. - Using advertising platforms to inform
audience reach
- Audience intelligence
Senior Manager CRM Specialist IT Specialist
Goals
Sarah is looking for a software product
that will boost the teams productivity and
help bring better results in the long run.
Motivations
- Decrease the time spent for doing
routine operations
- Flat learning curve
Frustrations
- Low ROI
- The product takes way too much time to
integrate and learn
Goals
The main goal is for the product to be easy
in use and not a road block when trying to
solve a particular problem.
Motivations
- Intuitive interface
- Easy to learn and use
Frustrations
- Messy navigation
- Not clear what to do at each stage
Goals
To get a product that is easy to integrate
into the current IT infrastructure, that
doesn’t require intensive support.
Motivations
- Easy integration with current
infrastructure
- Secure
Frustrations
- Requires a lot of support
Buyer / User Persona User Persona Buyer Persona
Creating Audience
Personas
S O L U T I O N S

25. It’s important to build links to
improve the authority & relevancy of
your domain on a regular basis.
LINK BUILDING

26. Localising Content
S O L U T I O N S
Localising market research & content across each market & language:
- Keyword research
- Competitor analysis
- Intent analysis and keyword mappings
- Localised SEO strategies
Localising for Native Search Engines:
- Bing, Yahoo, Yandex & Baidu

27. REPORTING & OPTIMISATION
FOR ROI

28. Optimising Towards
Continuous ROI
R E P O R T I N G
Primary KPIs
Conversions / Leads
Traffic
Revenue
Secondary KPIs
Rankings
Number of links

29. Developing bespoke reports which capture all key insights and KPIs.
Implementing all necessary website tracking to capture all website sales and
revenue.
SOLUTIONS
Granular Visibility

30. In-Depth Reporting
R E P O R T I N G
In-depth reporting & transparency to indicate
how well each optimization area is going.
- Technical reports
- New page reports
- Campaign reports
- Ranking reports
- Organic traffic & lead reports
%
% 7
152.42
48.42
70.42
3236
New Links
100%
20,236
Total Backlinks
63%
20,236
Total Backlinks
63%
Last 30
Days
Sessions User Conversion Rate Revenue Sales Rev/ User

31. Staying on top of industry trends,
identifying new industry opportunities
that benefit your website.
Industry Changes
Regularly reviewing ranking gaps
between your site and competitors
Gap Analysis
Review changes of SERP features,
keyword intent and competition ranking
SERP Reviews
Continually update topics/themes in the
keyword research and uncover new areas
of opportunity
Continual Keyword Research
Continually reviewing ranking
reports to identify new
optimisation opportunities
Ranking Analysis
Growth Opportunity
Analysis
R E P O R T I N G

32. Ensuring all marketing channels are fully aligned &
integrated:
- Paid Media & SEO
- Social & SEO
- PR & SEO
- Content & SEO
- CRM & SEO
Developing Cross
Channel Alignment
R E P O R T I N G

33. 3 Keys To Success
In SEO
KEY TO SUCCESS 1 KEY TO SUCCESS 2 KEY TO SUCCESS 3
Maximum intelligence into
your market to aid
strategy development
Personalised solutions
for optimising different
parts of your website
Reporting, industry
monitoring & optimisation
for continuous ROI
3 KEYS

34. Things to expect from an
agency

35. We develop bespoke
digital solutions that are
carefully tailored to meet
our client’s ambitions
E X P E R T I S E
We build long lasting partnerships
Operating as an extension of your in-house team
We develop long-term planning
Data led strategy
ROI focused
Our approach focuses on truly
understanding the long-term goals of
our clients to develop flexible,
long-term partnerships that deliver
growth.

36. One Off Projects
R E P O R T I N G
In-depth market research
Website migration
Speed projects
Technical audits & roadmaps
Evergreen content plans
SEO blueprints
Website re-structures
Algorithmic recovery plans

37. We’ve Won
Multiple Awards
UK BIDDABLE AWARDS WINNER:
Best Small Biddable Agency
EU CONTENT AWARDS WINNER:
Best Integrated Content Campaign
UK SEARCH AWARDS WINNER:
Best Small SEO Agency
EU SEARCH AWARDS WINNER:
Best Use of SEO - B2B
EU SEARCH AWARDS WINNER
Best Small SEO Agency &
Best Small PPC Agency
A W A R D S
2020
2019
2017

38. 01. SEO Audits
02. Opportunity Analysis
Free Consultations
C O N S U L T A T I O N S

39. THANKYOU!
Get in touch to request a free website
performance audit & download these slides.
CONTACT US
Call Us: 020 3198 9963
Email Us: rh@semetrical.com