Search engine optimisation (SEO) – the process of making changes to a site to increase its search engine visibility and gain quality organic traffic – will help your business to get in front of users who are searching for the products or services you offer.
It does this by enabling your business to rank higher in search engine results pages (SERPs) and by driving organic traffic and leads with a high purchase intent to your site.
At Workingtree Studio, SEO by design, (like performance and security), is embedded into our development processes and we can provide the expertise that delivers a transformative and sustainable growth in quality traffic and eases your path to that growth.
Working with us
Most online searches are made with Google and there are a number of factors that Google considers when ranking sites. We can work with you to develop and implement an SEO strategy, prioritising the factors where improvements can be most effective:
Content – improving its consistency, quality and topical relevance.
Keyword distribution – strategically placing well researched keywords in titles, headings and naturally throughout your text.
The URL and internal linking structure – using contextual links to enable search engines to determine what content on your site is related and its value.
Backlinks and authority – implementing a backlink strategy by techniques such as content optimisation, reaching out and responding to authoritative sources and digital PR.
There are a number of other factors to consider, from ‘on-page’ measures (such as optimising meta information, adding rich snippets and using structured data) to performance measures to improve core web vitals.
While SEO is concerned with organic results, ‘pay per click’ (PPC) ads can provide a significant short-term boost to ranking.
From content creation to link building, from Google Ads to your social media presence, we can advise on a tailored search engine marketing (SEM) strategy and deliver a complete SEO and PPC service, to build long-term growth.
Our approach is client-centric and agile. The process will vary according to the project and your preferences, but the general outline is likely to be as follows:
The process
- Initial meeting – Establish roles and responsibilities, preferred ways of working.
- Discovery phase – Explore with you in detail project goals and audiences. Request access to accounts. Gather knowledge and supporting data from you. Together, set success metrics and finalise a project plan. Supply a cost breakdown and a statement of work.
- (You may have completed the Initial meeting and Discovery phase with us as part of another process).
- Set-up phase – Address fundamentals and offsite SEO as appropriate (set up Google Search Console, Google Analytics, optimise Google Business Profile etc). Address on-page SEO as appropriate (advise on and undertake keyword research, add title tags and meta descriptions etc). Advise on and implement any recommended SEO tools or third party services. Address page experience and core web vitals. Implement any coding required.
- Checking phase – Undertake a thorough check (this can be incorporated into the ‘Final testing phase’ of the Web development process).
- (For sites, apps and tools that are already in use, an SEO audit will provide transformative insights with actionable recommendations).
SEO Audit
For sites that are already in use, an SEO audit will provide the information and recommendations to significantly improve site ranking in SERPs.
The Discovery phase will be similar to that for a new project. Then, informed by project goals and research, we will undertake an end-to-end review and will examine and provide information and recommendations on factors affecting SEO, including:
Fundamentals and off-site SEO – looking at Google Search Console, Google Analytics, Google My Business etc.
Benchmarking and objectives – setting the appropriate metrics to use as a snapshot and to collect data from an equivalent future period to measure success.
Tools – providing information on options for free and paid tools and services (such as Google Ads, Semrush and GT Metrix).
On-page SEO – looking at keyword strategy, search intent, content (quality, keywords, word count), video, title tags and meta descriptions, HTML tags and on-page code, rich snippets and linking / backlinks.
Page experience – auditing against Google’s Page Experience System with findings on security, mobile-friendliness, crawlability, performance and hosting.
We will produce an audit report, containing a clear set of insights and actionable recommendations. Each recommendation will be given a rating for how effective it will be in improving ranking and how easy or difficult it will be to implement (taking into account factors such as of level of expertise and time required, and possible cost to a third party).