Search engine marketing Perth

The onboarding phase is essential for aligning the SEM strategy with your specific business goals. We start with a consultation to gather key information about your business, challenges, and objectives. This ensures that we set clear and realistic expectations, with a roadmap that is tailored to your needs.

Initial consultation

We begin by getting a deep understanding of your business. This includes:

• Your business goals: We work with you to clarify whether you’re focused on brand awareness, lead generation, or sales growth.
• Target audience analysis: We also gather insights into your target audience, their behaviours, pain points, and motivations.
• Competitive landscape: Understanding your competitors allows us to create a strategy that targets untapped opportunities and positions you effectively in the market.

Goal setting & KPIs

We then identify the key performance indicators (KPIs) that will guide our efforts:

• SEO KPIs might include organic traffic growth, keyword rankings, and conversion rates.
• PPC KPIs typically focus on CTR (click-through rate), CPC (cost per click), ROAS (return on ad spend), and conversion rates.

This ensures that we have clear, measurable goals to track and optimise for, leading to tangible business growth.

Budget setting

Budget allocation is crucial for determining how resources will be allocated across SEO and PPC:

• PPC: We determine an appropriate budget based on keyword competition, desired reach, and expected conversion rates. Our goal is to generate maximum visibility and efficient spending.
• SEO: The budget is allocated towards content creation, link-building efforts, and technical improvements, with a focus on long-term, organic growth.

SEO

The first step in developing an effective SEO strategy is comprehensive keyword research. We use industry-leading tools such as SEMrush, along with Google Analytics, Search Console, and Tag Manager, to identify the most relevant target keywords for your business. We focus on:

• Search volume & competition: We assess keyword search volume and competition levels to identify the best opportunities for ranking.
• Search intent: We align keywords with user intent, whether users are looking for information (informational intent), comparing options (navigational intent), or ready to make a purchase (transactional intent).

Once we’ve identified target keywords, we conduct a competitor analysis to see how your rivals are performing. We assess:

• Competitor keyword rankings: Understanding where your competitors rank gives us a benchmark for what’s achievable.
• Content strategies: We analyse the type of content that competitors are producing and identify areas where we can outperform them.
• Backlink profiles: We evaluate competitors’ backlink strategies, allowing us to build a more authoritative link-building campaign.

PPC

For PPC, keyword research takes on a different approach, which includes:

• Targeted keyword selection: We select keywords that are aligned with your service offerings and audience needs, using tools like Google Ads Keyword Planner and WordStream.
• Competitor PPC analysis: We examine competitors’ ad copy, bidding strategies, and ad placements. This helps us design ads that outperform the competition while maintaining cost-efficiency.

SEO

Content strategy

We develop a comprehensive content strategy based on your target keywords and search intent. The strategy includes:

• Content creation: We create a mix of blog posts, landing pages, and service pages optimised for high-conversion keywords.
• Topic clusters: We build a pillar content strategy with supporting cluster pages, increasing internal linking and relevance, helping Google recognise your authority on key topics.

On-page optimisation

We focus on optimising key on-page elements such as:

• Title tags & meta descriptions: These elements influence click-through rates and help search engines understand page relevance.
• Header tags: We structure content with H1, H2, and H3 tags to ensure proper hierarchy and readability.
• Internal linking: We create a strategic internal linking structure to improve site navigation and SEO performance.

Technical SEO

Technical SEO is the backbone of every effective SEO strategy. We ensure your site is technically sound by focusing on:

• Site speed optimisation: A fast website is essential for both user experience and search rankings.
• Mobile responsiveness: We ensure your site is optimised for mobile devices to meet Google’s mobile-first indexing requirements.
• Crawlability & indexing: We ensure that your website’s pages are easily accessible to search engine crawlers and free of errors like 404 pages or broken links.

PPC

Campaign structure

We structure your PPC campaigns based on your objectives. This includes:

• Ad groups: We group related keywords into ad groups to improve ad relevance and quality scores.
• Targeting settings: We refine targeting based on demographics, location, and device type, ensuring ads are seen by the most relevant users.

Ad copy strategy

Our ad copywriting focuses on crafting compelling headlines, value propositions, and calls to action (CTAs) that drive clicks and conversions. The copy will include:

• Strong CTAs that prompt immediate action.
• Emotional appeals that address user pain points.
• Clear messaging that highlights your unique selling points (USPs).

Targeting

We refine targeting to reach the ideal audience by setting up:

• Location targeting: We focus on specific geographies, whether local, national, or international.
• Device targeting: Ads are tailored to display on the most relevant devices, such as smartphones for mobile users or desktop ads for professional queries.

SEO

Website audit

We conduct a comprehensive audit of your site, identifying any technical issues that could hinder SEO performance. This includes:

• Crawl errors: Identifying and fixing any errors that prevent search engines from accessing important pages.
• Page speed: Checking and improving page load times, which affect both user experience and SEO rankings.
• Mobile usability: Ensuring the website is responsive and optimised for all mobile devices.

On-page SEO implementation

We implement on-page SEO changes to optimise:

• Meta tags: Ensuring all pages have unique and optimised title tags and meta descriptions.
• Header tags & internal linking: Correctly structuring headers and improving internal linking to enhance navigation and relevance.

Technical setup

We set up essential technical elements:

• XML sitemaps: Submitting to Google Search Console to ensure that Google can easily crawl your site.
• Robots.txt: Ensuring that important pages are accessible while preventing search engines from crawling irrelevant or duplicate content.

PPC

Google Ads setup

Setting up Google Ads involves:

• Campaign creation: Structuring campaigns, setting up ad groups, and adding relevant keywords.
• Conversion tracking: We set up Google Tag Manager and integrate conversion tracking to monitor ad performance and ROI.
• Bidding strategy: We choose the appropriate bidding model (e.g., manual CPC, enhanced CPC, or CPA bidding) based on your business goals.

Tracking & analytics

We integrate Google Analytics to track user actions and measure the effectiveness of PPC ads, ensuring we can attribute conversions directly to your campaigns.

SEO

Content creation

We craft high-quality content that directly addresses the needs of your target audience. This content is:

• Keyword-optimised: We ensure that content is built around target keywords to improve rankings.
• Engaging & informative: The content is created to keep visitors engaged, answer their questions, and guide them through the sales funnel.

Content optimisation

For existing content, we:

• Update & refresh old blog posts and service pages, or remove and redirect in some instances when it is beneficial.
• Improve media such as images and tables to enhance SEO and user engagement.

PPC

Ad copy writing

Our ad copy is designed to achieve the highest CTR and conversion rate. We craft:

• Compelling headlines that grab attention.
• Clear benefits that highlight your product’s value.
• Strong CTAs that prompt action.

Ad visuals

For display ads or shopping ads, we create visually appealing creatives that complement the ad copy, ensuring the messaging is consistent and engaging across all platforms.

SEO

Page & content creation

After new page or blog content is published, we track its performance in terms of keyword rankings, organic traffic, and user engagement. We continuously optimise and improve content based on real-time performance.

Technical monitoring

We monitor crawl errors and any technical issues that may affect the site’s visibility or user experience. Our goal is to ensure that the website remains fully optimised and accessible to search engines at all times.

PPC

Campaign launch

Once campaigns are launched, we focus on measuring key metrics such as CTR, CPC, conversion rates, and ROI. We ensure that ads are running smoothly and that they reach the most relevant audience.

Bid adjustments

In the early days of the campaign, we monitor performance closely and adjust bids for keywords and ad groups to maximise cost-efficiency and ad visibility.

A/B testing

We perform A/B tests on ad copy, targeting, and bidding strategies to optimise campaigns. This helps us understand what resonates best with your audience and drives the best results.

SEO

Performance tracking

We continuously monitor keyword rankings, organic traffic, and conversion data. This ensures that the SEO strategy is delivering results, and if needed, we make adjustments to improve performance further.

Link building

We focus on acquiring authoritative backlinks through natural outreach, guest posting, and partnerships to enhance domain authority and improve rankings.

Content updates

We continually refresh existing content, ensuring that it remains relevant and optimised for the latest SEO trends and user search intent.

PPC

Bid optimisation

We adjust bids based on CPC performance to ensure we are spending efficiently while still driving relevant traffic.

Ad optimisation

Underperforming ads are revisited, and we tweak the ad copy or targeting to improve their effectiveness.

Audience refinement

We continually refine targeting by analysing demographic, device, and location data to ensure we are reaching the most likely to convert audience segments.