Search Engine Optimisation
Rise above the rest
Go Up is regarded as being one of the UK’s leading SEO agencies. We are an agency based in Shoreditch, in the beating heart of London’s tech city. We work for businesses big and small: from internationally recognised brands, blue chip companies and international governments to medium-sized and small, local businesses. Our carefully chosen team has vast experience across a wide range of sectors and industries, and our success rates are phenomenal: among the best in the industry.
We aim to drive highly targeted and relevant traffic to our clients’ websites by substantially improving search engine visibility. We then look to increase the number of conversions on those websites, so that this increased traffic leads to more sales and more enquiries.
The Go Up approach
Our approach to search marketing is anything but one dimensional. No two client strategies at Go Up are the same. But the premise is simple: We use a wide range of data and know-how to create the best possible user experience on your website. Then we create interesting, newsworthy, sharable content and embark on a targeted online PR campaign to generate great links and online exposure. All of this sits on a bedrock of industry-leading onsite optimisation and thorough numbers-driven research. If necessary, we will back this up and tie in a brand-focused social media marketing campaign. Because we adhere to Google Webmaster Guidelines our clients can rest easy knowing that their results are sustainable, and that every pound spent is an investment for the present and the future. We have an analytical approach to our work. Our objectives and strategies are built upon hard data so that we are able to create the most efficient, results-oriented campaigns possible. And our clients are consulted every step of the way, with their long-term return on investment always the first and last things on our minds.
What an average campaign looks like
Each search landscape differs vastly from the next, and every client has different budgets and ambitions. Because of this, no two campaigns are the same and strategies can differ, sometimes substantially. However, there is a very generalised model that most campaigns adhere to to some degree:
The first few months will focus on campaign research, strategy, planning and onsite optimisation.
Stage 1: Consult with client
Go Up will consult with the client to get a thorough understanding of the business; its products or services, target demographic, any previous or current strategies, vision for the future, current branding etc. We will also undertake a full review of the issues surrounding the website and the business’s key marketing objectives for the year ahead.
Stage 2: Competitor research
SEO is a transparent science. This means that our team can look at any website and work out why it ranks higher – or lower – than another site targeting the same keywords in the search engines. Go Up will undertake competitor research specific to your industry, identifying who currently occupies your target search landscape, and working out what they have done to get there.
Stage 3: Consumer research
We use the knowledge gained through the first two stages to research how the target consumer is searching for the client’s products or services online.
Stage 4: Website audit
We will perform a comprehensive website audit to identify issues and seek areas for enhancement.
Stage 5: Keyword research
Go Up will use the data gained through the first four stages, as well as statistics including traffic volume, search intent and relevancy to draw up a list of keywords that we will use to monitor campaign progress as one of a number of campaign KPIs.
Stage 6: Information architecture and user experience (UX) review
Go Up will review the website’s information architecture, conversion rates and UX, and explore possible enhancements by utilising our in-house graphic design and website development capabilities.
Stage 7: Onsite optimisation
Based on the outcome of the first six stages, Go Up will be in a position to plan and implement onsite optimisation, which potentially includes (but is not limited to):
- Implementation of new information architecture
- Meta data optimisation
- Internal anchor text optimisation
- Alt tag optimisation and, rarely, noScript optimisation
- Canonical tags (checking, implementing or removing)
- Sensible implementation of robots.txt
- Implementation of 301 redirects
- Correction of 404 errors
- Sitemap optimisation
- Correction of faulty front end code
- Correction of other front end errors flagged up in Search Console such as mobile compatibility issues or slow loading times
- Creation and uploading of any additional SEO-specific code deemed necessary by the account manager
Stage 8: Removal of duplicate copy/content
Go Up will remove any duplicate content from the site.
Stage 9: Transactional content creation
Go Up has a large team of in-house copywriters who will either create or consult on the creation of new transactional content.
Stage 10: External backlink analysis
Go Up will analyse the client’s backlink portfolio with the specific purpose of identifying link spam. Link spam that is discovered will be either removed or disavowed. In line with the Penguin 4.0 update, Google now ignores some link spam, simply taking away any ranking factors that it might have offered without necessarily penalising it. This is taken into account during this process.
Stage 11: Internal link analysis
We will undertake a review of the website’s internal linking structure, to ensure that link juice is distributed to the priority pages and to limit the amount of link juice siphoned off by low priority pages.
Stage 12: Google business listing
Go Up will assist with the client’s Google+/Google My Business profile listing, ensuring that it is optimised and up-to-date.
After the completion of phase one, Go Up will focus the campaign on increasing, amongst other things, the site’s topic authority and domain authority. We do this through a combination of link building/online PR, informational content creation, implementation of structured data (such as schema), and possibly a degree of social media management.
Go Up will deliver meaningful, interesting and engaging informational content for the client’s website on an ongoing basis.
Go Up may recommend a small social campaign to directly support your search marketing strategy
Structured data/schema markup
Go Up will implement structured data and/or schema markup throughout the website. This will range from: review schema, local business schema and service schema to ordered lists, same-as schema, product schema, breadcrumb schema and more, as applicable. This will give our clients the best possible chance of appearing in rich answers/ rich snippets.
Website’s often produce content that competes internally with other content. Go Up will undertake a comprehensive review of the website’s content architecture, recommending content silos to increase the topic authority of key areas of the site.
Ongoing analytical review
Go Up will closely monitor your site’s performance. Our granular approach to data enables us to detect subtle changes in searcher behaviour on your website, enabling us to adapt the campaign as necessary.
Ongoing conversion rate optimisation (CRO) and UX optimisation
In line with our analytical review, Go Up will use Google Tag Manager and other forms of event tracking and user-flow monitoring to enhance a website’s ability to convert visitors into enquirers/customers. We aim to capture, funnel and convert customers at different stages throughout the buying cycle. If you are interested in finding out more about our digital marketing services then please do not hesitate to get in touch. Or perhaps you’d like to see some case studies first? We’ve plenty to share. Whatever it is that you are looking for, if it’s search marketing related then let us know. We would love to hear from you! Go Up in the world.
Why you should choose Go Up
Complacency is a dangerous thing in the world of search marketing. The algorithms that control how search engines work are constantly changing and evolving, and certainly won’t wait for agencies and practitioners to catch up. Too many agencies get stuck in their ways. Go Up is different. A genuine love and interest in search marketing, shared by everyone who works here, has led to a culture of constant learning and knowledge sharing. We believe that this is the only way that we can give our clients’ websites a real edge over their competitors’. This culture is epitomised by the Go Up Academy: a weekly, company-wide internal get together in which new search marketing developments are presented and discussed. All of our clients are welcome to come and sit in on them, and often do. For those who can’t make it, afterwards, we publish our findings on our own SEO blog for all to read. At Go Up we take client communication and transparency very seriously. We take the mystery out of SEO through clear, understandable explanations and empower the client through knowledge and reporting. That is why we have a hard won reputation for excellence.