birddog

B2B Search Engine Optimisation (SEO)

Birddog is pleased to offer a fully bespoke SEO service, tailored for the client business and specifically the B2B market.

Structure

Birddog’s B2B Search Engine Optimisation (SEO) programme comprises of five stages. Engagement in the programme can begin and end with one, or all of the stages, depending on where the client is in the development and implementation of a search strategy.

Stage One – Marketplace Review

• Existing search engine visibility
• Competitor visibility
• Keyword competitiveness.

Research is conducted across multiple search engines including Google, Yahoo! And Bing.

Stage Two – Technical Review

• Content
• Technical structure
• Page elements such as navigation
• Semantic HTML markup
• Keyword density analysis
• Page titles analysis
• Meta data analysis
• ALT & descriptive tags analysis
• Copy / image ratio analysis

The review ensures that all areas of a website that require optimisation are highlighted, so that the correct optimisation programme can be developed and implemented into the site (stage three).

Stage Three – Content Development and Programme Structure

• Keyword planning
• Keyword density development
• Markup optimisation and validation
• On page element optimisation:
  • Page titles
  • Meta data
  • ALT & descriptive tags
  • Semantic markup (content ordering, H1, H2 tags etc)
  • Copy / image ratio optimisation

Once implemented (in stage four), this content will optimise the digital property, increasing the relevancy of the content/site to make it easier for search engines to understand what to index and how frequently to visit.

Stage Four – Content Implementation

Detailed planning and implementation of the optimised content ranging from simple updates via a client Content Management System (CMS) to more complex development of SEO optimised website code. Before any inbound link building begins (stage five), new, optimised content must be implemented into the site, to maximise any uplift in visits. Delivery of this stage comes in the form of a pre-defined programme of implementation over an agreed timeframe, lasting days, weeks or months.

Stage Five – Off-Page Optimisation

• Directory listings
• Article writing
• Content seeding
• Blogging
• Blog interaction (commenting)
• Social media -
  • Micro blogs – Twitter
  • Bookmarking – (digg, reddit, stumbleupon)
  • Networks – Facebook, LinkedIn
  • Blog seeding/directories – Technorati
  • Retweeting sites – ReTwt etc
• Web listings -
  • News aggregators – Google news
  • Google maps
  • Google directory

Off-page SEO is a gradual process, whereby the client URL is seeded on a variety of sites that are complementary to the client business and industry. The process is intentionally slow, so as to not jeopardise search engine listings through being flagged for unusual behaviour. In addition to inbound link building, the client will be provided with a monthly report covering site stats (traffic, visits, visitors, and page views), keyword exposure, referrals, positions, and Search Engine Results Page (SERP) listings.

Want to know more?

Contact Birddog

Top Digital Tips – in plain English

If you’re still struggling to work out digital, here are a few basic tips that should help you along the way.

1. Assess your company’s digital strategy – is it fully integrated into your marketing mix?  If it isn’t, why not?  The opportunities the web presents to you as a business are immense, so you should make sure you’re exploiting all available channels.
2. Are you engaged in any social media activity?  Even if you’re not, chances are other people are talking about you and your brand right now – from your staff, your customers, or independent reviewers, someone will be.  Make sure you’ve got a presence in these channels and get engaged.
3. Do you use your own website?  Poor user experience is the number one gripe people have with businesses online.  Frustrating navigation, unnecessary long user journeys, shopping carts that don’t work.  Today’s programming languages enable websites to do pretty much anything; there aren’t any constraints any more, so there are no excuses for the technology letting down the user experience.  Anyone who tells you otherwise is wrong.
4. When was the last time you updated your website?  Websites generally need at least a design refresh every 12-18 months to ensure they remain looking fresh.
5. Are you thinking about the mobile web?  Whilst ‘web-on-the-go’ has been around for quite a long time, it’s only over the past year or so that it has become more and more mainstream.  With more people accessing the web on their mobile on a regular basis, does your offering sufficiently cater for mobile web users?
6. Are you looking to save money in the recession?  If your website is built in .NET – a Microsoft technology, then chances are you’re paying hefty annual licenses for the server software.  You might want to consider a re-build in an Open-Source language such as PHP.  Open-Source languages have come a long way.  So far in fact that they now serve the platform for some of the highest trafficked sites in the world – such as Facebook, Twitter and Del.icio.us – all built in PHP!
7. Search is still huge.  Despite everyone talking about Social Media all of the time, it’s vital that your organisation has a search strategy in place.  This will cover both paid (PPC) and natural (SEO).  After all, over half of all people online start their journey with a search!

Oliver Budworth

Digital Director