There are many moving parts when it comes to search engine optimization (SEO), which is why our discovery process involves learning about our client’s existing SEO status. Our holistic process examines many different aspects of a web presence so that, in the end, you can achieve optimal rankings in the search engines.
Discovery is the first step to enhancing a website’s ranking in search. Finding what’s wrong, what’s right, what exists and what doesn’t helps us design a roadmap for action.
Discovery is a common research process in the SEO industry. Before an SEO provider can begin work on a website, they have to see how it’s built, what SEO work has or has not been done, and whether the work was done properly.
In other words, the discovery process allows us to get the lay of the land. SEO involves many different aspects of a website, in addition to its presence on the internet. The way a website is coded, the way its content was written and laid out on the site, the way the menus on a site are organized and many other aspects are all parts of the puzzle.
A proper discovery process can help reveal any problematic issues and also prevent duplication of SEO work.
The SEO Discovery Process
We use a systematic and comprehensive process to analyze websites. Everything we need to do has been mapped out, vetted and documented to the point where we always know exactly what we’re looking for during our discovery process.
Knowing what to look for also means knowing what to fix in order to achieve the results our clients are looking for.
The starting point in the discovery process to get as much information from the website owner about any SEO work that may have been performed on the site. Information from the website owner could also include a description of their goals, basic contact and business information, where to obtain assets like images and content, and any login credentials that may be needed to perform work.
After we’ve obtained basic information and website access, our discovery process moves into a step-by-step checklist of all elements of an attorney’s website. In most cases, the checklist is a mirror image of the list of SEO tasks we’ll need to complete on the website.
The discovery checklist includes onsite elements like web copy, page structure, broken links, practice-area page copy length, SSL, web page load speed and permalink review, among many other factors. We also review offsite factors including inbound link profiles, indexed pages, citation and directory presence, among others.
Once the discovery process is complete, the real work begins. Discovery is an important step because it provides a snapshot of all the work that must be done on a site. Without a clear understanding of the scope of work, it’s hard to know where to start.
Example discovery document (for lawyers):