SEO Project objectives

  • To optimise the performance of your company website in the organic search result pages (SERPs) with the primary focus on improving your company website rankings in
  • To increase your required business leads by attracting more visitors to your company website. Efforts will be concentrated on potential customers using “long-tail” search terms.
  • To provide you and your web team with written protocols, empowering you to apply effective SEO techniques in your future work on your company website.

Approach and strategy

The project will focus on on-site search engine optimisation. This will involve a website analysis, keyword research, assigning the correct keywords and keyword phrases to individual web pages and writing unique and engaging page titles, headlines and meta descriptions.

Guidance will be provided on the effective use of analytics, and optimisation strategies and copywriting protocols will be established that can be applied to both existing and future web pages.

Effective and ethical

All of the SEO techniques that will be employed during the project have been tried and tested on over 250 UK based company websites, and comply with Google’s Webmaster Guidelines. The changes recommended to the website will have no negative impact on your visitors experience (for instance, there will be no “keyword stuffing”).

Furthermore, there will be no requirement to unravel work carried out on the website to date, in terms of design and editorial content.

Proven track record

While it is not possible to predict the precise effects of SEO, similar campaigns for other UK company websites have produced good results, including numerous cases where target keywords have reached the top 10 in from positions outside of the top 100.

Robert Wheeler is uniquely placed to advise companies on SEO with his expertise in online digital marketing, including holding numerous digital marketing qualifications from Google, Microsoft and SEMrush combined with over 22-years experience as a web designer and developer in the UK.

Details of proposed work

Stage 1: Diagnosis

Website analysis

The initial website analysis will provide a comprehensive “health check” and identify the website’s areas of strength and weakness. It will also examine the current use of web page titles, headline tags, meta descriptions, image tags, URLs and site maps.

Detailed written recommendations will be provided in order to resolve problems, tackle areas of weakness and establish correct protocols.

Avoiding search engine penalties

A further analysis of the website will be carried out to identify any problems that may be causing the site to be penalised by search engines. This includes areas such as duplicate content, URL canonicalisation and web page redirection.

Detailed written recommendations will be provided explaining how to solve any problems found. In addition, access to Google’s Webmaster Tools may be gained in order to identify crawl difficulties, analyse the internal linking structure, set geographic targeting, etc.

Existing keyword analysis

A performance analysis of the existing keywords on the website will identify areas of strength and weakness and establish a platform for potential improvement. Search engine rankings will be studied on If there is no clear attempt to target specific keywords, you will be asked to suggest target search terms.

Stage 2: keyword research and assignation

Keyword research

Keyword research will be carried out to identify the most profitable keywords for your website to target in organic search engine result pages (SERPs). Tools will be used that indicate the total number of daily and monthly searches for each term received by and other search engines. This will be compared with the volume of competition for those terms.

Keywords to be researched will include both popular and “long tail” generic search terms, plus product-specific search terms. The resulting list of recommended keywords will be sent for your approval.

Assigning keywords to pages

Once the keyword list is approved, keywords will be selectively applied to your top-level web pages. Protocols will be established for assigning keywords to lower-tier web pages throughout the website (eg. product pages, about page, contact page, etc.). Targeting just one keyword or keyword phrase per webpage will maximise the effect of the project.

Stage 3: SEO copywriting

Writing page titles and headlines

Using the assigned keywords, unique page titles and headlines will be written for the top-level web pages. A protocol will be set up for writing page titles and headlines for all levels of webpages throughout the website, giving completed examples. These protocols can also be applied to any web pages added to the website in the future.

Writing meta descriptions

Meta descriptions, if written effectively, can increase click-through rates (CTR) from search engine result pages (SERPs). For top-level web pages, unique meta descriptions will be written.

For other web pages throughout the website, protocols will be set up for the writing of meta descriptions which can easily be followed by your web team, so that each web page across the website has a unique meta description that can be used by in its search engine result pages.

Optional 3-monthly review

Performance review & further keyword optimisation

In order to maximise and prolong the beneficial effects of the project, a 3-monthly review is strongly recommended.

This will ensure that all recommendations have been correctly carried out, and examine the effectiveness of the target keywords.

It will involve a detailed examination of available search data since the start of the SEO project to identify keywords that are performing well and those that are proving ineffective.

Effective keywords can be optimised further, while weak keywords can be dropped or altered. If necessary, new web page titles and headlines will be written to make sure that your website is at its most effective.

Project delivery

The project’s findings and recommendations will be delivered electronically in a series of PDF (Portable Document Format) files.

Access to your website back-end source code is not required, as the responsibility for applying the recommendations presented in the reports will rest with you and your web team.

Client liaison

We will be available for personal consultation by phone and email throughout the course of the project to provide guidance and explanation, and to answer any subsequent questions or concerns you may have about optimising your company website.

Client involvement

In order to carry out the project efficiently and effectively, some client involvement will be required. This will typically involve an initial discussion of company marketing aims, the provision of website data, and the approval of suggested target keywords.

Please ensure that you are available to respond to these queries by email. All information received will, of course, be treated in the strictest confidence.

What's not included

Please note that this project will not cover link building, nor will it examine any online ecommerce process, or PPC (Pay-Per-Click) advertising. The written protocols are designed to be easy to follow, but the full responsibility for carrying them out, and implementing all recommendations, will lie with the client.