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The SEO Health Check from Momentum
Jonathan Fink, founder and director of Momentum, talks to us about their brand new service the SEO Health Check and how it can help you decide if your website needs SEO or not.
Interviewer: Why have you developed this particular service?
Jonathan Fink (Momentum): At Momentum our approach to SEO is consistently strategic and content-led. That's our modus operandi - and that's how we achieve such measurable results for our clients. So before we begin any hands-on work with our customers we devise a solid foundation for the project ahead, whatever it may be: a plan that's a mix of strategy and tactics and that's based on answering the following four simple questions: who is the client? what do they need? why do they need it? and when?
Interviewer: That sounds pretty basic? Isn't it just common sense?
Jonathan Fink (Momentum): Yes - and no! These simple questions are often neglected in the most complicated website builds, let alone in SEO projects - we call it 'market focused' and it means we always deliver a meaningful result that generates sales for our clients.
Interviewer: So how do you go about it?
Jonathan Fink (Momentum): The first thing we ask companies to do is to provide us with a list of their customers - the industry sectors in which they do business and examples of the people that they do business with - or would like to do business with in the future.
Interviewer: That's hardly innovative - surely every business knows who they're selling to?
Jonathan Fink (Momentum): You'd be surprised. No customer we've ever worked with has had this information to hand. They're too busy doing what they specialise in. That's where we come in!
Interviewer: So - you've got 'the list' - then what?
Jonathan Fink (Momentum): We then build a profile - almost a set of avatars if you like - of their target audience. We ask them 'who, why and when': who they sell to; why; and when their customers need their particular product or service.
Interviewer: Why is building a profile of my target audience so important?
Jonathan Fink (Momentum): The answers to the 'who, why and when' questions help generate the answer to possibly the most crucial SEO question: what is the problem or the outcome that your customers are seeking to resolve? This will directly inform the search criteria utilised by people visiting your site.
If you can solve your customer’s problem up front, live and direct, in the search criteria for your website, you're already way ahead of your competitors.
We help you figure out not only who your customers are but what they're are searching on in order to order to find your particular type of company.
Interviewer: So I know who my customers are and what they're searching on - how does this information help my business?
Jonathan Fink (Momentum): If a web search is going to be relevant and result in sales it has to be relevant to the problem and/or outcome required by your customer. Otherwise they move on to the next search result. And fast. By profiling your customer in detail we are able to refine your search result - and thus turn your site visitors into clients. Because they know that you're the right person for the job.
Interviewer: So how do Momentum go about implementing this?
Jonathan Fink (Momentum): We have several ways of approaching this depending on what you and your business might need. Our latest service is the SEO Health Check.
Interviewer: What exactly is the SEO Health Check?
Jonathan Fink (Momentum): A substantial analysis of your website, going through the key aspects of the site such as content, coding and structure. Using an easy to read traffic-light system we'll give your site the red, amber or green light, ascertaining whether its in need of treatment or deserves a clean bill of health. We'll present our findings in plain english including a management overview and guidance on how to fix any problems. You also get an invaluable phone session to talk through the findings.
Interviewer: Okay. Then what?
Jonathan Fink (Momentum): You can use the SEO Health Check to plan a more substantial web project - or to put pressure on your site designer or developer to fix the things that are broken. Naturally, Momentum are on hand to help and advise.
Interviewer: Hang on - you already offer your clients a comprehensive SEO Audit - how does the SEO Health Check differ?
Jonathan Fink (Momentum): That's true - most of our clients like to initiate our standard comprehensive SEO Audit process when they sign up for SEO help from Momentum. But we decided to develop the SEO Health Check specifically for those smaller companies who might still be unsure about whether they need SEO help, or want to see what we can offer before paying for a full SEO Audit. The SEO Health Check is a short-cut to the most vital information that you need: do you need help with your SEO or not?
Interviewer: What's not to like? How much is it and how long does it take?
Jonathan Fink (Momentum): For a flat fee of of £250 we provide you the full Momentum SEO Health Check works. It's completed within 5 days. Moreover, until the end of the year if you decide to go for the full SEO Audit we'll deduct the cost of the SEO Health Check from the total.
Interviewer: I'm convinced. What's the first step?
Jonathan Fink (Momentum): Sign up here! All our projects, including the SEO Health Check, begin with a free analysis of your website - we call this the 'Competitor Spotlight' survey. In 24 hours we'll let you know whether you're industry leaders or at the bottom of the pile.
Interviewer: Free? In this day and age?
Jonathan Fink (Momentum): Believe it or not, yes. We think it's vital to have a thorough look at your web presence before we even begin talking about what you might need to improve upon. We can better understand the challenges your business faces and the levels of competition in the market you operate in. Any advice we then offer on how we can help you maximise your online offering is straight to the point.