How to do SEO with WATB

3 min read
Watb Team
A pair of glasses resting on a laptop

Over the last few months we started introducing digital marketing into our service offering. We felt that the design and build of a website was really only part of a larger process, and that many clients once they had their new site didn’t know how best to market and promote their business. A website is an invaluable tool for any company or brand but if you can’t drive traffic to your site, it won’t achieve much. This is how to do SEO.

SEO itself has a reputation as being a bit of a dark art. But we need to understand this area in order to market online effectively. It’s through SEO and SMM (Social Media Marketing) that we’re able to drive traffic through to a website.

So how do we SEO at WATB? Below is a very basic run through of some of the tasks we perform – it certainly isn’t comprehensive and is definitely not gospel. And as we are predominantly a creative agency, we tend to tweak and adapt this process on the fly. We also love to express our creativity throughout the campaign.

First, we need to understand the business

We can’t help market a product or service we don’t understand, so our first step is always to research the industry and gain a better understanding. We’ll look at competitors and their marketing methods, analyse the existing website and research any news or trending topics.

Next, we audit the site

We’ll run through the site with a fine toothed comb, looking for any issues that may affect its ability to rank well. We’ll audit the content too, checking that it’s written well and structured correctly. We then fix any problems we encounter.

Let’s look at keywords

Ok – so now we need to decide with the client what keywords we want to target. What do we want to rank for? This isn’t as simple as plucking out the most obvious. We usually start off with keywords that describe the business, and we then use various tools to generate keyword ideas. We look at the competition and search volumes of our ideas, and look for opportunities.

Get your pen and paper out…

…Because now we need to start thinking about creating content. From our keywords we can generate topic ideas. We can combine these ideas with different types of content – for example videos, blog articles, pictures, walk-throughs and white papers. Check out our creative content.

Start publishing and promoting

Once we have created our content and optimised it for a keyword, we publish it and then spread the content around social media. We target key influencers – these are individuals on social media who have a high profile within a particular industry. As the content gets picked up on social networks, so will Google start to take notice.

Create, Promote, Rave, Repeat

Ok – you probably aren’t into raving but if you are then when your content starts ranking your site across Google, a boogey on down would probably be a fair reaction.

This really is just a small part of a much bigger process. It isn’t always successful, but as a method of ranking content for longer tail keywords, it can work really well.

We love to keep an open mind to our ideas and you might have a better suggestion. We’re hiring for the position of SEO Executive – so if you think you know better, apply for the role and prove it.

Let us know your thoughts:

SEO itself has a reputation as being a bit of a dark art. But we need to understand this area in order to market online effectively. It’s through SEO and SMM (Social Media Marketing) that we’re able to drive traffic through to a website.

Social Media Management Software

In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.

By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.

In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.

At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.

Screenshot of Hootsuite's homepage

We recommend: Hootsuite

There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).

They do try to hide it on their website though so make sure you follow this link in order to get to the right page.

The free version of this software lets you:

  • Manage up to three social media profiles from a choice of channels including Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Schedule up to 30 posts in advance at any point in time
  • Track follower growth, likes and comments
  • Integrate two RSS feeds in order to find and share compelling content
  • Access Hootsuite’s online help center and community forum

Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.

But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.

Website Tracking Software

We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.

By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.

There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.

Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.

Screenshot of Hotjar's homepage

We recommend: Hotjar

Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.

Hotjar tools include:

  • Click, move, scroll, download and share heatmaps that can also be split by device type
  • Visitor recordings that allow you to replay sessions of real site visitors
  • Conversion funnels that identify on which page and at which step the most visitors are leaving your site
  • Form analysis that can help you to discover which fields take too long to fill, which are left blank and why your visitors abandon your form and page
  • A customizable widget that allows you to create pop-up feedback polls
  • Responsive surveys that can be distributed through web links and emails, or featured your site just before your visitors abandon the page in order to discover what their concerns are
  • The ability to recruit test users in order to get instant feedback on your site

Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.

While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.

For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.


Lead generation doesn’t have to be an expensive endeavour.

What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.

If you believe in your business’ ability to help its customers then all you have to do is let that shine through.

Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.

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