Radical and effective change
We incorporate SEO best practices into our new website builds to minimise organic search traffic loss and where possible achieve organic search traffic gains.
This is a broad and potentially complex area, so we apply the best industry thinking – as well as our own hard-won experience – to stay ahead of the game and ensure maximum efficiency and impact for our clients. The Mobas SEOverview highlights our comprehensive approach to many of the key issues.
The Mobas SEOverview
Short, structured URLs make it easy for users and search engines to find their way around. Properly structured sites are also easier to analyse in Google Analytics and more appealing for users to click on from organic search.
We use Google’s Keyword Planner to find appropriate search terms. Then we optimise meta titles to rank for a variety of closely related terms to capture a broader range of organic traffic. Often we find opportunities for new pages, or additional keywords to add to page titles. Keyword research can also be used to find content ideas for article writing. We often find a wide range of similar search terms using a single article page with plenty of content and a well optimised meta title.
Meta title writing
From our keyword research we write meta titles. For efficiency, we template these based on page template or service type on the client’s website. This is because all product, service or category type pages will have similar search terms. These are the most important on page ranking factors, so we endeavour to get them right to mop up maximum long-tail traffic, without spammy keyword stuffing.
Meta description writing
Descriptions are derived from the meta titles that we write for each page. Like the meta titles, we template them based on page type. For relevance and to encourage organics click-through rates, we repeat important keywords from the meta titles. We also structure our descriptions to provide information about the page and the brand before ending with a simple call to action.
When a client replaces their website, all old pages need to be redirected to the new ones to ensure traffic isn’t lost. (Not just from organic search but from all of the other channels too.) We use a tool to crawl the old, the new, and marry up the two. We try to keep structural changes to a minimum to prevent any loss of SEO value. For safety’s sake, we implement temporary redirects first, before making them permanent when we’ve quality checked everything with our SEO tools.
We add Google Analytics to every page of a new website, using the same tracking code as on the client’s old website. This ensures a consistent measurement of traffic for reporting purposes.
Google Tag Manager
This is used to set up event tracking, which feeds data into Google Analytics whenever a user clicks on an email address, phone number, PDF download, external link click or other action that a client would like to track. And in tracking terms, this is just the tip of the iceberg.
In addition to setting up and configuring Google Analytics and Google Tag Manager, we provide many levels of reporting, from simple monthly reports in PowerPoint to dynamically updated Google Data Studio data visualisation.
Audits of existing sites take the form of a 20-30-page technical document, detailing areas for improvement. Using our SEO tools, Google Analytics and Google Search Console, we can perform detailed technical audits. Recommendations with supporting documents for developers can be provided on a host of issues – from fixes and meta data improvements to registration reminders.
SEO health check
This mini audit, conducted every quarter, checks broken links, crawl errors and meta titles to ensure optimum running.
Radical and effective change