Improve search rank

SEO is fundamentally a feedback loop: you make changes to your website, search engines re-rank your pages, and the resulting data - where you land in search results and the quality of traffic you attract - teaches you what to optimize next.

The best SEO practitioners, like Cogney, thrive in this environment because we can move quickly through these cycles, implementing changes rapidly and interpreting signals faster than competitors who are stuck in slower, inefficient workflows. Speed becomes a compounding advantage.

Let's say you're an ecommerce store selling pet food in Brooklyn for example...

1. Research how people search

The first step is keyword research. This means looking at what keywords your site currently ranks for as well as looking at what keywords your site should rank for.

We don't just scratch the surface here, but love rolling up our sleeves to get into the guts of your business: gaining knowledge about your industry, your strengths and advantages within that industry, as well as the mindset and language used by consumers to search within a given product category.

We take multiple passes going through all the keywords and make a final list containing only those that are relevant to your business.

2. Create a content strategy

Once we know how people search, we prioritize each keyword (based on search volume, competition, existing ranking position and other factors) and categorize them into topics and sub-topics, which themselves are also prioritized (based on the average priority of the keywords within).

These topic clusters are then mapped to a page on your site. Sometimes you'll already have a page that's relevant for a topic, but many times you won't.

You now have a content strategy: what existing pages need optimizing, what pages you need to build, all the keywords each page should include, and everything prioritized so you get maximum results fast. We'll also put together a SEO writing guide tailored to your website so you know how to write in a way that Google will love your content.

3. Write content

You can have your team execute the content strategy or have us take it on. We're fluent in both English and Hong Kong Traditional Chinese.

4. Make technical updates

At the same time we're researching keywords, we're also looking under the hood of your site for technical issues holding it back from ranking higher.

Google visits your site regularly to crawl all your pages. Does it get lost, stuck, or confused? Where? How? We look at your crawl logs, analyze your indexation data, crawl the site ourselves as Google would, and write out recommendations for your developers.

After all, all the work you're about to embark on with the content strategy would be for nothing if Google can't even crawl and index your site properly.

5. Improve your authority

Last but not least, we improve your site's authority. Simply put, this means getting other websites in your niche (or that cover your niche) to talk about your website and include a link to it. If this sounds a lot like public relations, that's because it is. If you already have a PR team we'll work with them to build links, amplifying their existing efforts.

Besides building new links, we'll also monitor your existing links so that if another site removes their link to you or a link for whatever reason breaks, you'll know and can fix it.

6. Celebrate your performance

You'll get access to a real-time web dashboard to track performance. We'll also put together a more comprehensive monthly report. Expect growth in number of keywords ranking, clicks, and conversions.

Curious to see what's holding your site back from more search traffic? Contact us for a free mini audit.