We work closely with our clients to establish goals and objectives for their online activity. So before we get to work on any search marketing campaigns for your brand, we conduct a comprehensive analysis of your business to gain an insight into how it works
What is discovery?
This phase of your strategy eliminates the guesswork from making changes to your website. It allows us to execute projects based upon facts about what works. Our discovery process includes a combination of close collaboration with you, analytics, market research and website auditing and focuses on four separate areas of your business: your marketplace, website traffic, competitors and the keywords that drive visitors to your site.
Before we get to work on any search marketing campaigns for your brand, we can conduct a comprehensive analysis of your business to gain an insight into how it works. This information provides us with a baseline for process improvements and identifies key problem areas to be addressed by our team of search marketing experts.
Aptly named ‘discovery’, this potential phase of your strategy eliminates the guesswork from making changes to your website. It allows us to execute projects based upon facts about what works. Our search discovery process encompasses four separate areas of your business: your marketplace, website traffic, competitors and the keywords that drive visitors to your site.
The first phase of our discovery service involves reviewing your marketplace and conducting online market research, to discover any macro environmental factors that may affect your business. Using the PESTLE analysis framework,we review the political, economic, social, technological, legal and environmental position of your industry to discover how external changes such as advances in technology and restrictive laws may affect your business.
Next, using the information we gleaned from the PESTLE review, we conduct a SWOT analysis. This involves investigating the strengths and weaknesses of your brand, opportunities for improvement and potential threats to your business in the context of your industry.
We review your website’s current performance and benchmark it against your brand’s competitors. This allows us to determine how well your website is currently performing and helps us to identify any changes we can make to maximise its potential. Areas of your website traffic that we analyse may include, but are not limited to:
- organic traffic
- referring websites
- landing pages
- levels of engagement on each page
- your website’s most popular products
- traffic from mobile and tablet devices
- the demographics of your website visitors
- the searches visitors conduct on your site
- your conversion rate
We identify four of your brand’s major competitors and benchmark your website against theirs. This allows us to gain an understanding of where you sit within your marketplace. Areas of your competitors’ websites that we analyse may include, but are not limited to:
- service offering
- on-page optimisation
- backlink profile
- commercial offering
- social media presence
Our keyword analysis procedure involves a detailed examination of the search environment in which your business operates, which helps us to target the most effective keywords for your brand. This area of the discovery procedure involves reviewing:
- the keywords used to find your brand in search results
- generic search phrases that drive traffic to your site
- product and brand search phrases that drive traffic to your site
At the end of each discovery project, we conclude each element of the process with a SWOT analysis, which will highlight the strengths, weaknesses, opportunities and threats within your business and marketplace. We will send this analysis to you at the end of the discovery process and will use our findings to inform any future work we execute for your website.