How We Work
Here’s exactly what happens when you become our customer
A lot of marketing agencies keep their cards very close to their chest when it comes to telling you exactly what they are doing.
That’s not how we like to roll here at BPS Designs. We like to be as transparent as possible so here’s what you can expect when you work with us.
Full Website Audit
Companies like ours use various tools (some free and some paid for) when it comes to SEO (Search Engine Optimisation) and we like to use Website Auditor. This is a fantastic piece of software and it allows us to quickly get an idea of the state of your website from an on-page SEO perspective.
What the hell does that mean?
When working with a marketing agency like ours, the term “on-page” simply means the actual stuff that makes up your website pages. HTML code, headings, images and that sort of thing.
Google and the other search engines like to have things done in a certain way so that it can understand what your website is about so it can send relevant visitors when they are searching for terms relating to your business (keywords and phrases).
So, we enter your web address into the software and it goes off and crawls all the pages. This can take anywhere from a few seconds to a few minutes depending on how large your site is.
Once this has finished, it gives us a nice overview of the on-page stuff that needs fixing. For example, here is a screenshot of a site audit report:
Figure 1: Website audit report summary
As you can see, the report is quite in-depth and let’s us know how much work is needed to get your website up-to-scratch.
The next step involves making the actual changes to your website that we recommend going off the results of the report.
Some companies have a dedicated web team that manage the website, other companies don’t so we will either pass this info over to your team to implement, or we will make the changes for you if you have given us access to your website.
We prefer to make the changes ourselves simply because often times, it can take a while for the changes to be implemented by an in-house team.
Google Search Console
The next step is for us to gain access to your Google Search Console. If you have no idea what that is, we can set it up for you.
The Google Search Console holds a treasure trove of information about your site and is an essential tool for any company no matter what niche it is in.
It allows you to see the exact search terms that people are typing into Google and what pages they are clicking on to get to your website. It even shows the position your pages appear in the results for those phrases.
Have a look at the example search console data below:
Figure 2: Google search console analytics data
The search console doesn’t stop there though, there’s other great reports such as 404 errors (pages that no longer exist that Google can’t find) and how many pages are indexed.
As well as the search console, we also require access to your Google Analytics data. Again, we can set this up for you if you don’t have this already.
This allows us to see visitor statistics such as how many people are viewing your website each day, week or month, as well as which pages they are viewing and what country they are from etc.
Figure 3: Google analytics visitor statistics
Inside your Analytics account we will create goals so that we can monitor when a visitor fills in your contact form or signs up to your newsletter etc.
A goal is simply something that you would like your visitor to do at some point. I.e. contact you. After all, your main reason for hiring us is to get more business so you will need to know how many visitors are doing exactly what we want them to.
Google Analytics is one of if not the best website analytics tools and it’s free!
We aim to have all of the above completed within the first month. Obviously this all depends on how large your website is and how much needs to be done to fix any on-page issues.
In this stage, using WebSite Auditor, we look over your website content (blog posts, features pages etc). Essentially what we are looking for is any duplicate content issues (the exact or similar content appearing on more than one page).
Also we will be looking for any weaker pages that don’t really provide the end user with any relevant information. We don’t really want your search results to contain pages like this so we would make sure that they are not indexed in Google.
Another thing we would check is your search console statistics for any pages that are already getting clicks but are not on the first page in the search engine results. Pages like these can usually do with more content, or re-writing using better phrases or synonyms.
Updating older pages that already rank for keywords is a great way to get a boost in the search engine results pages (SERPS).
This stage ties in with your content audit because we want to find out exactly what things a person would type into Google when looking for the types of products or services you provide.
Another great free tool for this is the Google Keyword Planner. This allows you to enter phrases and keywords to get an approximate search volume per month.
Figure 4: Google keyword planner
As you can see, Google gives us a nice indication of how many monthly searches are made for the keywords we enter. It also gives us an inclination of how competitive they are by how much the suggested bid will be.
Along with the keyword planner above, we also like to use another online tool called Serpstat. This is another great tool that helps us not only get an overall view of your search engine rankings, but it helps with keyword research.
It’s similar to keyword planner but shows much more detail. For example, we can click on a search term that we are researching and it will show the top 10 pages in Google that rank for that term.
Not only that, but it shows how many backlinks those sites have which gives you an idea on how easy it would be to replicate that and even overtake them by producing better content with more backlinks.
Figure 5: keyword analysis in Serpstat
After the content audit and keyword research, we should have a good idea of what pages we need to flesh out or improve, and what new pages we need to create to target our desired keywords.
This can either be done in-house by your company using our guidelines, or we can write the content for you. There is an extra cost for this if we were to do this step for you.
Once your website is updated with the new content, we can then move on to the next stage.
Once we have finished the content and keyword research stage, we are ready to start the link building process.
Link building is basically getting other websites to link to your website. The best approach is to make sure you have some good linkable assets so that it’s easy for people to link to your content.
A linkable asset could be anything from an infographic to an informative blog post about a topic that would interest your audience.
Anything that would be of use to your target audience that isn’t already available online is what we’re looking for here.
Once the linkable assets have been found or created, we can start the link building proper.
This is basically a numbers game. We scour the internet for relevant websites that would be pleased to link to your fantastic linkable assets.
We then hand craft a personal email to the website owner introducing ourselves and informing them of your awesome content and whether they would mind adding a link to it.
The way we have found that works best is that we create a new email account on your behalf and send the emails out from that.
That way we have control over the mailbox and replies etc.
Ok, so how much will this cost me?
So, now that you know exactly what goes on behind the scenes, you probably want to know how much this is going to cost right?
We don’t take on any clients that can’t afford at least £499 + VAT per month. This is the minimum but it could be more depending on your website and the size of your company.
Doing this properly takes time and expertise and you get what you pay for.
If you want to risk your website with a company from overseas that only charge you $100 a month then that is up to you.
We recommend that you stay on board for at least 6 months but preferably 12 months.
The reason we say this isn’t to get more money out of you, it is simply because we have no control over Google, or any other search engine.
A properly thought out marketing and/or SEO campaign takes time and you sometimes only see decent results after 6 to 9 months. You can get some faster results by fixing on-page issues or duplicate content etc but in general, it can take a good few months to see good results.
Any company that says they can guarantee you a number one Google result for any given keyword is usually too good to be true.
Decent marketing agencies never guarantee anything because again, we have no control over anything that Google does.
If you would like an informal chat about how we can help you get more customers, fill out the form below!
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BPS Designs specialise in web development and internet marketing.
We don't just build websites, we build online businesses!