When a business decides to work with an SEO agency, one of the biggest questions is where to begin.
The success of any SEO campaign often depends on the foundations that are laid at the outset. It is essential for an agency to take a structured approach to understand the current state of the website and its position in search results before moving forward. Starting with the right priorities ensures that time and resources are well spent and that improvements will lead to measurable results.
This article breaks down the key areas an SEO agency should focus on first when developing a strategy.
Conducting a Comprehensive Website Audit
Before making any changes or recommendations, an SEO agency must thoroughly examine the website as it currently stands.
A comprehensive website audit provides a clear picture of the site’s health, usability, and visibility. This process involves checking everything from page load speeds to mobile-friendliness, metadata, indexing status, and more. Without this audit, any adjustments risk being hit-and-miss, potentially wasting effort on elements that do not affect the site’s performance.
A detailed audit helps to identify immediate obstacles that may be hindering search engine rankings or user experience. It also reveals how well the website aligns with the business’s objectives and target audience. The audit should be recorded and shared with the client to ensure transparency and establish a baseline for future comparison.
Analysing Current Organic Performance and Competitors
Once the website’s health is understood, attention must turn to its current standing in organic search. Analysing existing organic traffic, keyword rankings, and user behaviour provides insight into what is working and what isn’t. It is important to review not only the volume of visitors but also engagement metrics such as bounce rates, time on site, and conversion paths.
Equally important is studying competitors within the same industry or niche. Understanding how competitors are performing organically can reveal opportunities and threats. For example, if competitors are ranking for certain keywords or have a strong presence in particular content areas, this information can guide the focus of the strategy. Competitive analysis also highlights gaps in the market that the business can exploit.
Identifying Technical SEO Issues
Technical issues are often the hidden barriers that prevent a site from reaching its full potential in search results. An SEO agency must give these problems priority in the early stages of a strategy. Common technical issues include slow page speeds, broken links, duplicate content, improper redirects, and problems with the robots.txt file or XML sitemap.
Technical SEO also covers ensuring the website is accessible and understandable to search engines. This means checking that pages are properly indexed and that there are no crawl errors or blocked resources. Fixing these issues lays the groundwork for other SEO activities, as it ensures that search engines can discover and rank content correctly.
Reviewing and Refining Keyword Targeting
Effective keyword targeting remains a central pillar of SEO strategy. However, it must be approached carefully. The initial keyword list that the business might have can be outdated or too broad. An agency needs to review the keywords currently targeted and refine them based on research, intent, and relevance.
Keyword research should consider search volume, competition, and how well the keywords match the products or services offered. It is essential to focus on terms that potential customers are using when searching. Long-tail keywords, which tend to be more specific, often provide a better chance to attract quality traffic with a higher likelihood of conversion.
Assessing Site Structure and Internal Linking
The way a website is organised plays a crucial role in its ability to rank well and provide a positive user experience. An SEO agency must review the site’s structure to ensure it is logical and easy to navigate. A clear organisation helps both visitors and search engines understand the relationship between different pages and topics.
Internal linking is a valuable tool in this regard. Links between pages guide visitors through the site and distribute ranking power. They also signal to search engines which pages are most important. The agency should evaluate whether internal links are used effectively and whether key pages receive enough link equity. Improving site structure and linking can boost visibility and encourage longer visits.
Auditing Existing Content for Quality and Relevance
Content remains at the heart of SEO success. However, it is not enough to simply have content in place. An agency should audit all existing content to assess its quality, relevance, and alignment with the target audience’s needs. Outdated or thin content can harm rankings, while well-written and informative pages build authority.
This audit should consider whether the content answers the questions users are asking and whether it is easy to read and engaging. It also involves checking for keyword usage without overloading, as well as ensuring there is no duplication. If content gaps are identified, the agency can then suggest improvements or new topics to cover.
Evaluating Backlink Profile and Link Opportunities
Backlinks continue to be an important factor in search rankings. An SEO agency needs to evaluate the current backlink profile to understand the quality and quantity of links pointing to the site. Not all links are beneficial; some can even harm rankings if they come from spammy or irrelevant sources.
The agency should identify opportunities to acquire high-quality links from relevant, authoritative websites. This might involve outreach, partnerships, or content marketing efforts designed to attract natural links. A strong backlink profile helps to build the site’s authority and trustworthiness in the eyes of search engines.
An effective SEO strategy starts with a clear understanding of where the website currently stands and what needs fixing or improving. From conducting a thorough website audit to analysing competitors and refining keyword targeting, each step builds a foundation for success. Addressing technical issues and improving site structure further supports the effort, while auditing content and backlinks ensures the site is well-positioned for long-term growth.
At Fly High Media, we pride ourselves on our expertise in SEO and our commitment to delivering results that matter. If you are looking to improve your online presence and attract the right visitors, our team is ready to onboard new clients and help take your business to the next level.
