SEO Strategy: How can our business create a winning SEO strategy?

 

Author: Ryan Walsh

Date: 14/06/2025

 

Table of contents:

• Why is it essential to even have an SEO strategy?
• What are keywords?
• Who are the competitors on the first page of Google right now?
• Why do you have to aim to be much better, helping you leapfrog the competition
• How to improve your on-page SEO
• Why it’s essential that your content marketing answers the shopper’s query
• Building backlinks is still very important
• Why do you need to work hard and keep your business content marketing up to date?

 

Today, in Great Britain, many businesses’ survival hinges on the effectiveness of their search engine optimisation strategy. By partnering with top agencies, the company may even fail to exist. This is crucial for a business’s SEO.

Therefore, we have over 10 years of experience advising businesses across the nation. What many directors often tell us is that most, if not all, of their sales come via our organic search engine optimisation efforts.

Now, SEO consultants globally have to work harder than ever, due to the rise of AI, which is artificial intelligence. What this means is that, because Google has added Google AI overviews, businesses are now experiencing fewer clicks than ever. Therefore, when hiring a marketing agency, the work must be of exceptional quality.
SEO Strategy

Sock to me, what is an SEO strategy?

Here at Walsh & Partners, we do like to keep things simple wherever possible. The reason we prefer to keep things simple is that search engine optimisation can become very complicated and complex.

Therefore, when you simplify things down to the most simple terms, often this is when you can come up with very effective marketing strategies.

For example, regarding SEO, it’s all about offering quality advice that helps people decide if your business is the best to supply that product or service.

For example, if you were to sell 10 e-bikes, and the product descriptions are a bit mundane and run of the mill, well, it’s unlikely to stand out in this very crowded marketplace.

Yet, imagine partnering with a good and knowledgeable SEO expert, such as Ryan Walsh, one of the best in the business.

His team may say, ‘Why don’t we start a YouTube channel and give in-depth information about the bikes?’ Additionally, write compelling product descriptions that are 100% unique to each website. Why don’t we also have a presenter add another video in the sales showroom, walking around telling you about what makes that bike so good?

It’s this kind of strategy, offering helpful advice, that means you can achieve the following:

• Much higher dwell times
• Much lower bounce rates
• Much better conversions
• More people signing up for newsletters
• More sales
• More backlinks

The point we are trying to make here is that you could spend endless hours trying to improve your business’s search engine optimisation.

However, without a good and effective strategy to follow from the start, you could be wasting your time. It’s much better to “reverse engineer” what the competition is getting right, then ensure that your work is better, so that your business ranks even higher.

Which keywords does your business want to rank for?

 

What are keywords?

All keywords are the terms used to describe the products or the services that you are selling, that people commonly ask Google to find. For example, a pressure washer could be referred to simply as that, or by another keyword, such as jet washer, or even jet wash machine.

You have to use various tools, such as Moz Pro, which is good, and work out which keywords have the best search volume. The keywords with the highest search volume will often generate the most clicks. However, usually all direct competitors will also want to rank for the keywords with the highest search volume, so you do have to be aware that it can be a massive, mammoth effort sometimes to get a business on page one of Google if it’s for a high search volume keyword.

 

Long-tail keywords

What exactly are long-tail keywords?

 

The long-tail keywords are often what brand-new businesses, just about to start investing and working in SEO, go after first – why is that?

The reason is straightforward: they often have much lower search volumes, meaning a lot fewer people are searching for these keywords.

However, the reason why businesses go after the longtail keywords is that you can get a business onto page one of Google.com, for example, in a much shorter period.

This then allows the business to generate at least some income. This is important because for some highly competitive keywords, it could take over 12 months for a company to get them onto the first page of Google.

Now, this is often not because the agency is lazy, but because of the sheer amount of search engine optimisation work needed to close the gap with strong competitors.

 

 

You must keep an eye on the competition

You may not like the competition

You could be envious of the competition, perhaps a nice car that they drive?
But don’t be like that. What you instead have to do is evaluate how that business got on page one of Google. Therefore, the best SEO experts in the world will do the following: they will:

 

• Analyse the competition’s backlinks
• What makes their content marketing so good?
• How have they achieved a good Google E-EAT score?
• How are they helping the customer?
• What makes their web design so good?
• How do they offer such a good UX through the company’s website?

 

You have to be better than the competition

Now it’s not about showing off or simply proving you’re better.

However, suppose your business’s copywriter, in particular, manages to get your business a higher Google E-EAT score. In that case, this can have a positive effect on the business’s organic search engine optimisation.

Now, what does Google E-EAT even mean?

Well, it simply stands as an abbreviation that represents experience, expertise, authority, and trustworthiness. Now, what this is: Googlebot is reading each page on your company’s website and scoring it based on its quality. How good is the company’s information? Is it helpful? Is it accurate? Is it written to a good standard?

Therefore, if you work with experts in your business to create very high-quality content marketing, this can massively help improve your company’s Google E-EAT score.

To improve your company’s Google E-EAT score, you must:

 

• Write super helpful content marketing that your shoppers will find useful
• Must be jam-packed with helpful advice
• Must be kept up to date
• Must be written by an expert
• Should have a low bounce rate
• Should have good dwell time

 

Why you should only concentrate your efforts on creating super high-quality content marketing

Businesses globally often lack the time or motivation to create high-quality content marketing. Sometimes thinking, well, why should my business be offering free advice?

This is the wrong attitude!

Instead, what you need to do is make sure the brand becomes synonymous with offering quality advice, and that you are experts in the products or services that you sell. This will help drive potentially hundreds of thousands of visitors to your website. These individuals may then be interested in the products or services that you sell, and therefore, you make more sales.

 

On-page SEO

• Content marketing
• Internal linking
• Alt text
• Meta title and meta description to improve the CTR
• Remove duplicate content marketing
• Well-written anchor text
• SEO friendly URL slugs
• Have a fast website
• Well-written page titles
• H1 to H6 tags

Semantic SEO

What does semantic SEO even mean?

Keywords and semantic SEO

Semantic SEO is all about defining your brand. For example, if you can help Google and the other search engines understand your brand and your selling points, this means that Google and the other search engines like Bing better understand what products and services your company sells.

 

Google’s Knowledge Vault

Google’s Knowledge Vault is simply like one big giant brain. It stores information about various topics, including celebrities, places, businesses, historical landmarks, and brands.

Therefore, you can help Google understand your brand, including your products, company history, and the people who work for you. Google will have a much better understanding of your brand, which many SEO companies call an “entity” in the semantic web.

Backlinks

 

FAQ (Frequently Asked Questions)

1. What should be included when writing our SEO strategy

 

Every business is unique, and each business sector requires a distinct marketing strategy. The reason for this is straightforward: some competitors in specific business sectors may have powerful backlinks. For a different business sector, there could be multiple competitors who have focused more on on-page SEO and also on improving Google E-EAT score, for example.

Then, for your local SEO, you may have main competitors to your business that have a vast number of positive Google reviews. This could be followed by numerous mentions of the company online and high-quality business citations.

Therefore, as you can see, it’s essential to know why the competition’s SEO is so strong; this should give you a good idea of the areas that your business might need to work on to improve.

However, do come up with a detailed marketing strategy from the outset. We recommend this for two main reasons: one, it helps focus your mind on what work your business needs to do to reach page one of Google. On the other hand, you should also pace yourself; you don’t want to do too much SEO work at once, as this can look like spam. For example, building way too many links in a short period can look as though your business has bought the links, which therefore could mean that the company incurs a link-building penalty, such as a Google Penguin penalty, which is something that any business should avoid.

 

2. Why should particular attention be paid to backlinks and content marketing?

So, when you sit down in a digital marketing agency’s offices, when they are creating your business’s marketing strategy, often a lot of time will be spent on building links and producing articles for your business.

There are well over 200 various “ranking factors” or “ranking signals” which Google uses to decipher and work out how strong or weak your company’s SEO is. However, leading marketing agencies around the world know that it’s high-quality links and well-written content marketing that are primarily used to get a company on the first page of Google.

 

Who is Ryan Walsh?

Ryan Walsh is one of the best SEO experts available in Wales. With 10 years of experience working with local businesses, he is known as the “go-to” guy when it comes to SEO.

 

With monthly prices starting from £1,000 per month, our agency’s prices are also very reasonable.