Powerful Data Insights. Industry leading Tools. Innovative Approaches.
WHY WORK WITH ME?
As an experienced SEO specialist and a seasoned Senior General Manager I acknowledge that your digital marketing plan must integrate with the overall objectives and KPIs of your business. And, as a commercially focused SEO professional I will continuously monitor and refine your campaigns to maximise returns and reduce costs. I use industry leading SEO tools to track the behaviour of your website visitors throughout various funnel(s) we agreed. This includes tools such as Google Analytics, Crazy Egg Heat Maps, SEMRush, Raven Tools, SEO Powersuite and Improvely. I place emphasis on integrity and transparency, and you will always be presented with the most accurate data insights on your digital marketing campaign. In addition to comprehensive monthly reports I encourage fortnightly Skype calls, and regular informal communication depending of course on the level of engagement you are looking on my part.
Google’s analytics tool represents the undisputed market leader in terms of tracking any type of analytics information on your website. In fact, the quantity of information that Google provides is so comprehensive that I regularly meet marketers, managers and business owners who feel overwhelmed by the amount of data available in Google analytics. This generally happens due to the “cool’ aspect and depth of information…most inexperienced users of Google analytics are easily drawn into analysing more and more data, leading them to a processing information “paralysis”. It takes a very experienced digital marketing specialist to identify, make sense and keep track of the data insights required to measure results against the KPIs you work to. As it is always the case more information is not necessarily better information. Some basic examples of the type of information that you can retrieve via Google analytics include the number of visitors to your websites, number of sessions, page views, page views per session, average session duration, bounce rate %. For a more in-depth understanding of the various ways you can leverage the enormous power of Google Analytics Get in Touch.
While Google Analytics is highly valuable from a numerical analysis perspective, it does have its weaknesses. As mentioned, it can at times be overwhelming for a regular user. It is also challenging though not necessarily impossible to understand the behaviour of your website’s visitors on page…where did they click, how far down the page they scrolled, what are the low and the high click areas of the page, how many new vs. return visitors, what time of the day they clicked and so much more. This information is useful both as an analytics tool while also supporting informed conversion optimisation decisions. This is where Heat Maps come handy, providing information on areas of the page clicked on by your website visitors, or how far down the page they scrolled. Needless to say that heat maps meet the needs of both digital marketing experts and less experienced marketers by delivering comprehensive, visual and most importantly user friendly complex analytics information. Heat Maps complement Google Analytics and as a digital marketing consultant I use heat mapping in all my projects, wether I consult for SEO, manage PPC advertising campaigns, social media marketing or content marketing amplification.
Keyword ranking performance
Monitoring the ranking performance of your keywords within search engines like Google or Bing is essential in measuring the performance of your SEO campaign. After all, one of the main digital KPIs you will be setting for me, in addition to increase in traffic to your website, will be the improvement of the keyword rankings we agreed. You will by now recall my extensive keyword research including search volumes, keyword difficulty and behavioural intent, competitor analysis, analysis of your keyword’s “ecosystem”, search engine scrapping of main keywords and more. A keyword ranking analysis represents another “tool” in any SEO consultant‘s arsenal, and it complements data insights collected both via Google Analytics and Heat Maps. A keyword ranking analysis can respond to questions such as: what are the keywords that my site is being ranked for by search engines? What positions are these keywords ranking on? Have my rankings improved or decreased? What keywords gain “market share” and which are not? How valuable are these keywords for me (search volume) and where should I distribute my efforts? What landing pages are being ranked and on what positions? Furthermore, when used in conjunction with a competitor analysis you will gain further data insights on the performance of all these factors vs. competitors.
PPC, Paid social media, Paid content amplification reporting
Paid search advertising wether PPC, social media or content amplification represents a big but necessarily commitment from any company seeking to use digital marketing strategies to win. While SEO consultancy provides longer term benefits paid search is instant and a great strategy to blend short term digital goals with longer term SEO goals. It is of course at times costly hence it is essential that a marketer or manager is presented with highly relevant data insights to both understand the benefits of paid search, and explain its potential to other stakeholders. As your paid search consultant I will be providing you with data insights such as: how is my PPC campaign, social media advertising or content amplification campaign performing against agreed metrics such as traffic to the website, engagement i.e. likes, video views, impressions and click through rate, cost per action, cost per click, conversion rate and cost per conversion, goals and events completed, sales funnels, source of the traffic, individual campaigns, group ads, actual ads and keyword performance, landing page conversion rates, heat maps, A/B split test results and more. As your PPC specialist, social media consultant and content amplification expert I guarantee transparency and accountability in achieving your KPIs and affordable SEO packages.
Website health reports
A core task of any SEO consultant represents the technical improvement and maintenance of your website. After all, if search engines such as Google and Bing can’t find your website or content any further SEO effort is unnecessary…neither Google nor Bing would be able to rank a content “they” are not aware of. You may look at technical SEO analytics as a mean not as an end, and you could argue that technical SEO is a given and cannot represent a KPI per se. Wether you are using my or other SEO services I would advise you that website technical health represents a KPI in its own right. A good website that performs well from a technical point of view is one of the factors that indicates wether your digital marketing strategies are focused on your short term goals alone, or sustainable on the long term. During my career as a SEO consultant I have seen many websites that where optimised using various”grey hat” and “black hat” methods, ranked on the first page just to go back into anonymity soon after. SEO is a long, assiduous and continuos process of technical, on page and off page optimisation, there really is no magic formula…skipping any of these steps would affect your website both in the short and in the long term. As your SEO expert I will always ensure that my SEO services fully and transparently integrated within your strategy and goals. You will receive an overall website health report on a monthly basis which will allow you to track the progress and technical improvements to your website. You will probably not need to get into the nitty gritty of specific tasks, however for your peace of mind the report will include data insights in areas related to the indexation of your website by search engines, headings, meta descriptions and meta titles, image optimisation, duplicate content issues, low text/html analysis, 4xx and 5xx errors and more.
Backlink audit reports
Backlinks to your website represent another essential factor in your SEO efforts to rank within search engines like Google and Bing. In fact, every single experiment performed by experienced SEO specialists concluded that out of over 200 ranking SEO factors known to us, backlinks to your website consistently come up in top 5. Hence you should view this factor as a KPI in its own right, rather than a mean to deliver better rankings and more traffic. Just as in the case of website health, your backlink profile heath will be a good indication of wether your website will continue to deliver great, constant performance in the future. My monthly report will also include information on your backlink profile: how many backlinks to your site, toxic links, how many have you gained or lost from the last report and why, disavowed and removed links, detailed report of the websites pointing to your website and so on. As your SEO expert I will of course provide you with full training to fully understand the report and the jargon.
Natural social media and brand monitoring
Another area where I can support with as your SEO consultant in London is monitoring of all your social media and brand mentioning on the web. You could of course argue that as you are managing your social media closely you are fully aware of your posts, strategies, brand voice and so on. As your digital marketing specialist I will provide you with data insights that would complement your day to day social media awareness. These insights will in turn allow you to better understand the performance of your natural social media efforts, refine, improve and increase engagement and performance of your KPIs. Some of the data I will provide you with includes information on the digital performance of individual social media channels: what is the size of your audience for each channel? What is the pattern of engagement of your audience on each of your social media channels, are they more engaged or less engaged over a period of time, translated in numerical engagement KPIs. What is the top content that generates engagement and what is the growth over a period of time? How many shares, like, views or comments? And most importantly…how are your results and digital strategy compare against your chosen competitors on all these KPIs? (more on benchmarking competition bellow).
Competitor performance analysis
As mentioned, in addition of being an experienced SEO specialist and Head of SEO & SEM in a top London digital agency I am also an experienced senior manager having previously managed several large branded multimillion businesses (Hilton and Holiday Inn). I am also a co-founder of one of the top translation agencies specialising in providing conference interpreting and translation services. I hold an MBA and an MA Marketing & Innovation and have won numerous awards both internationally and nationally. Overtime I have developed a very comprehensive model of reporting results and compare our “market share” against competition…after all just growing your business is no reason of celebration if your competition grows faster (you are in fact loosing market share). I have left competitor digital analysis last simply because most of the data insights I have been explaining above apply to your competition as well. As your digital marketing expert I would provide you with competitors benchmark data in areas such as keywords they are ranked for by search engines as Google, performance of their keywords overtime, their website health, social media data insights, PPC campaigns and performance, backlinks analysis (also used for lead generation purposes)…my comprehensive digital marketing service will allow you to know your competitors better than they know themselves…
At this stage we will have a conversation about your overall business objectives, its long and short term goals. We will then identify and agree how your goals can translate in digital marketing KPIs.
Having agreed our digital marketing KPIs I will then go ahead to install and configure tracking in the form of analytics codes, conversions, goals, events, funnels, heat maps, re-marketing tags, link your various Google consoles, put in filters and any other relevant tracking.
With all tracking in place we will now be able to respond to questions such as: how many visits to our site? New or return guest? What are the CTRs and CPAs? Which campaigns, ad groups and ads performed best? The truth is that sky is the limit in terms of both quantity and quality of reporting available…
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