How it works
The process begins by completing a briefing questionnaire to share and clarify your objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks. Based on the brief, we will conduct one or more of the service’s components:
Content inventory analysis
As an initial step in this process, the content inventory analysis will include an analysis of your current performance when it comes to a certain topic and how this topic is represented on your website, having in mind the URL structure and the content in regards to all related search terms.
To do so, we will identify all the URLs in your website architecture that are relevant to the target topic. We will then assess the current performance for this set of URLs, in terms of keywords, organic traffic, and ranking positions. We will also collect data on the ranking performance of your main competitors, assess their content strategy in regards to a specific topic, and compare it with yours.
Finally, we will analyse your current internal linking architecture amongst pages relevant to your target topic, which will provide a clear view on how relevant entities have been declared, and how these are connected throughout your content.
This data will form the basis for our recommendations on the next steps you should take in order to create a content distribution model, which would form the foundation of your content creation/improvement and internal linking strategy in regards to a particular topic.
Content distribution model creation
The creation of a content distribution model will enable content creation and improvement to support the target topic, having in mind its different aspects and the different stages of the user journey.
To create the content distribution model, we will identify and list all the search terms, as well as the existing content on your website, dedicated to your target topic. We will collect data on the user intent, competitors and semantic relevance between different search terms, and categorise them into different topic clusters.
Each of these topic clusters will then be assigned to a different section of your website to be targeted with (blog, resources, solutions, product pages, etc.), taking into account your website’s architecture. In addition, we will identify gaps where content is missing or should be improved. The identified topic clusters mapped to different sections of the website represent the content distribution model, which will be further used for content and internal link optimisation.
Flexible and innovative approaches to meet demanding goals
Webcertain has been a valued partner of Portakabin for over 20 years, providing the expertise required to help us grow our business in multiple European markets. With a wide-portfolio of websites and products, as well numerous internal stakeholders, we require flexible and innovative approaches to enable us to meet the demanding goals of each business unit. Webcertain understands our needs and our brand, and this enables the team to deliver cost-effective, adaptable solutions across SEO, PPC and website development which have played a vital role in our international growth and success.
Evelyn Hodgson
Head of Brand - Portakabin
Adapted for each market for maximum impact
We work with Webcertain to increase our brand awareness across key European markets and help us drive brand growth. Together, we have created campaigns utilising multiple channels and adapted for each target market to ensure maximum impact and relevancy to our audience. Webcertain has a great support team, who are easy to reach and very helpful in providing information. They understand our needs and provide a flexible approach that enables us to meet our goals
Hazel Goesaert
European Associate Marketing Manager - Business Machines - Fellowes
Technical and strategic expertise
Webcertain's understanding of language nuance and local culture ensures our messaging is relevant and compelling in each market we target, while staying true to our brand and highlighting our USPs. We rely on their technical and strategic expertise to develop both organic and paid search campaigns which will resonate with our audience and drive results across Europe. The team understands our goals and is proactive in making recommendations for improvements and suggesting opportunities. We are very happy with the results and would recommend Webcertain as an ideal partner for any brand with a global reach.
Surpreet Bahl
Digital Marketing Manager - Esko
For international support, look no further than Webcertain
There are many challenges when running international campaigns and Webcertain has provided invaluable support to us when targeting countries as diverse as China, Japan and Russia, where both cultural and linguistic knowledge are paramount for success. This knowledge, combined with skills and expertise across all digital channels, enabled us to build tailored and targeted campaigns to inform and attract students from around the globe. If you're looking for SEO, SEM or translation support in multiple languages and countries, look no further than Webcertain.
Tim Jordan
VP Marketing Berlitz and ELS