Rocket’s View On SEO
However, SEO is much more complex and sophisticated than what can be encapsulated into a single sentence definition. In 2019, SEO has become a multi-disciplinary, highly strategic industry in which people now work within specialised and segmented fields. It’s rare to find any one person who has the singular capacity or cross-spectrum skills to run all elements of an enterprise level campaign. In order to produce optimal SEO results, digital marketing agencies now require the skills of developers and programmers to handle technical implementation, content producers and copywriters, marketers and PR specialists for authority building and link acquisition, videographers, data and analytics specialists and the list goes on. Top SEO companies invest heavily in employees with these skills to be able to drive great results for their clients – and these people are not easy to find!
"Rocket is the only Australian digital marketing agency to be recognised (and become a finalist) in the Search Engine Land Awards"
Rocket believes that our on going investment in employees with diversified skill sets is what drives success for our clients. We are lucky to have the right mix of staff with vast experience across the diverse silos of the SEO industry, which ultimately allows us to deliver end-to-end campaigns for our clients. Too often we hear of companies who flunk on their endeavours with Search Engine Optimisation and this is normally because they get stuck with keyword research, technical audits, reports or strategies which die on the paper they’re written on it. Without the capacity to execute on all fronts of your campaign it will invariably fail.
It’s easy enough to make claims about one’s own business being great at what you do. However, we are pretty happy to hang our hat on the peer recognition we have received for our work in the industry. To this extent, Rocket is the only Australian digital marketing agency to be recognised (and become a finalist) in the Search Engine Land Awards – the preeminent awards for global SEO campaigns which are historically dominated by US based agencies.
Be sure to also check out some of our case studies on the results we have achieved with our clients.
Related: Building an SEO Strategy For Services That Don't Even Exist Yet
Success Factors for SEO
We often hear people say SEO doesn’t work. SEO is a dark art. Is SEO dead? What is SEO?!?! These comments are purely driven from a lack of education and understanding on what SEO actually does.
Too many companies work with their SEO agency in non-transparent relationships. They probably receive a key word report and a couple of dryly written blogs once a month. If ranking numbers are in the green they are happy. If not, they say it's not working, it's not for them or their agency is no good! It's not very often there is a long-term SEO marketing plan in play with clearly defined strategies and reasoning behind the work being executed.
"Education on the factors which make successful SEO campaigns in turn builds successful client-agency partnerships."
We're a firm believer that educating a client on the strategic approach to an SEO campaign and ensuring they have buy-in into the decisions being made is the best way to achieve long-term success. This is important because SEO is a long-term game.
Transparency and education are the components we focus on with our clients at Rocket. Education on the factors which make successful SEO campaigns in-turn builds successful client-agency partnerships.
So, what are those factors? Realistically, there are far too many individual items to mention in one singular page, however we can provide some high-level overview.
At Rocket, we break down SEO success factors into three core areas: Technical, Content & Authority.
Related: Is SEO Dead?
Since the early days, Technical SEO (also known as onsite or on-page) has always been comprised as part of any SEO campaign. However, in recent years it has become an increasingly important discipline. This is in part due to the swift decline of spammy link-building techniques historically employed to gain quick wins, combined with both the ever increasing sophistication of websites and Google’s search algorithm.
Technical SEO to a large extent is the process of building and optimising your website to work in the most seamless manner with search engine bots. These bots are the behind the scenes mechanisms which are responsible for ultimately crawling, indexing and ranking your webpages. It is a Technical SEOs job to ensure the bots can:
- Actually find and crawl your website
- Index your website
- Recognise and understand your content
- Receive the correct signals for ranking content
- Render your page
- Understand that your page is worth ranking
"The important takeaway here is that a content strategy alone will not deliver results without sound technical analysis behind it."
If your SEO company is sending you Technical Audits and expecting either you or your development company to implement it correctly without in-depth knowledge of these areas, chances are your campaign will not go well.
Related: Updating Blog Posts to Increase Traffic and Rankings
Content is King! This has been the saying in digital marketing for some time now and it is certainly true today. Producing excellent content, complimented with sound Technical SEO, will create the right environment to get visibility in the search engines for your business. Google and other Search Engines want to give the best possible user experience to their users. Fundamentally this means serving them websites with content that best answers their questions and search queries. For your business to increase its share of the organic search pie, you ultimately need an SEO-driven content strategy that can maximise user experience and deliver meaningful and engaging content to your users. Producing great content in and of itself is a hard-enough job. When the content needs to be SEO- driven, this adds an additional layer of complexity to the task. An SEO agency well versed in content strategy should be able to help demystify the task for you.
When putting together your content strategy some of the questions you need to be answering (from an SEO perspective) include:
- What are the questions my customers are going to Google wanting answers for?
- Have I completed sound keyword research and keyword mapping?
- What are my target terms I want to rank for and where will they sit within my site architecture?
- Will there be any cannibalisation of target terms across my site?
- What form will my content take? Will it be on-page, blog, video, resource, downloadable, long form, short form etc.
- Can I get long-term gains from the content - will it be evergreen?
- What are my content opportunities? Can I conduct gap analysis with my competitors to see what they rank for that I don’t?
- Are there opportunities to rank for other SERP features like featured snippets, if so how will this affect the type of content I’m producing?
- Who is going to produce my content and will it be unique, valuable and engaging?
- Do I want to rank for long-tail search, brand or high-intent keywords?
There is much to consider when producing a good content strategy, even before you are tasked with producing the content itself. If your current strategy is centred around producing two blogs posts a month, you need to consider if what you are doing really answers some of the questions we've outlined above.
Related: Why Content is Key to Success!