Boss Digital first established themselves as an SEO agency in 2010. Since that time SEO has evolved considerably, and so has Boss, which is now a full-service digital agency but one that continues to place SEO at the heart of every strategy it creates.

Gone are the days of aggressive link building and keyword stuffing – Google has got to the point that it is so sophisticated that the only way to achieve sustainable SEO results is to focus on the same thing as Google, and develop great content on behalf of trusted brands.

It begins, as with all great marketing, with a clear sense of what really matters to the audience and how you’re going to cater to that. For example, if you’re an IT company selling to professional service firms, you need to be clear on who the decision makers are and what will they be searching for within Google. Will the be hoping to find specific service information, technical details, pricing information, customer testimonials or links to related blog articles? Whatever the information is that they hope to find, you need to ensure that it is all present within the landing page and easy to navigate.

Before starting the creation of these pages, however, it’s sensible to create a map of how you envisage the site developing in the long term. What are the key landing pages that you will need to create, and what about capturing traffic higher up the funnel via the blog and resources? It can help to have an overarching content strategy and framework so that everything is aligned and on-message for the brand.

Other areas that will impact your long term search performance:

  • Technical matters, such as speed, broken links, compatibility issues and schema mark-up
  • Website engagement, particularly time on site
  • Review integration
  • Developing a strong presence on social media
  • Attracting links from other websites – this is the single most impact means of building your site’s authority but it must be legitimately!
  • Anything else that will build the brand in the mind of your consumer, thereby growing direct and repeat traffic

As you can see, this goes far beyond traditional SEO, which is why it’s so important that your SEO campaign is part of a more comprehensive digital strategy.

For more information on how you can use the search engines to grow your business, contact us today.

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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.