Ad Technology

Fixing Your SEO Strategic Process

By: Martin Cahill

When it’s time to update your website and invest in SEO, how do you start? How many times have you reached out for links with no response? How many times have you tried optimizing your tags, and seeing no results in organic? How many “SEO 101,” articles do you read before you realize effective SEO is not throwing keywords at the wall and seeing what sticks, but a strategic road that can be mapped for an ongoing growth of organic traffic? It can be difficult to put together a strategic SEO campaign in the unpredictable landscape. Many folks employ a “set it and forget it,” mentality, where a template for their site’s SEO is implemented and then just . . . forgotten. You can utilize this type of SEO strategy, sure, but ultimately it stagnates, and can discourage you from seeking out SEO optimization again.

So then, what’s the fix?

We call it the CAB, and its implementation grants insights into the landscape you’re looking to conquer.

CAB stands for Category Analysis Benchmark, and it is a product we at Underscore are proud to deploy for every one of our clients who are looking to dedicate themselves to a fuller and more immersive SEO experience. It is less of a strategy and more of a conversation where we discuss with you what you’re hoping to accomplish, and then dive into the data headfirst to pull the information and insights you need to make your site’s SEO a success.

Effective SEO means integrating it throughout the entire process, starting with the design, through content development, and after launch. This ongoing process should also align with best practices from a technical aspect, and work to push your SEO off the page once launched.

The CAB is broken down into several components, and each of them are vital to understanding the full landscape of SEO and the part you hope to play in it. These steps are an overview of the industry’s landscape and trends, a look at key content categories and recommendations, a competitive analysis, a full audit of your current site and a discussion of best practices, and then various off-page recommendations to employ after the site launch. This presentation is designed to leave you with a solid roadmap for your organic search endeavors.

Our landscape and trends analysis is all about the bigger picture: how has a category fluctuated? Has there been an increase in searches? A loss? Here we compare categories and key terms against one another, track the flow of searches across the past five years, and discover what opportunities we can tackle to deliver the results you’re after.

Our semantic analysis dives into the deep ocean of content recommendations as they pertain to different keywords and targeted categories; we go category by category and give a full, detailed analysis of whether it is important to your campaign, how it can be optimized for your site, and how it can be utilized moving forward.

Our competitive analysis is like peeking into your neighbor’s yard. We take what’s working for your competitors (as well as what isn’t) and find new opportunities in the space to capture traffic.

Our tech audit is straight-forward but invaluable. We walk you through best practices to show you what you’re doing right and where areas of improvement exist. Our tech audit and best practices combine to keep your site as up to date as possible, so that if bad weather comes through, you’ve already got an umbrella in hand.

Last but not least, it’s imperative to create a strategy for off-page SEO. Once your site is established with top-notch SEO, the next step is to build up its authority in the eyes of the SERPs. A site with a good link-building strategy is a site that the SERPs will give more of a benefit to.

With the CAB, we begin the dialogue with you about what’s important, and lend our expertise to our recommendations for making your site’s SEO the strongest it can be. Winning in organic search can take a lot of manpower and a lot of knowledge, but with the CAB, you’re already one step closer.

This article was written with the help and advisement of Underscore Search team members Jess Carson and Jason Gee.