SEO challenges solved by Varn

SEO Challenges

Outrank the competition
with expert SEO solutions

How your website ranks on search engines has a huge impact on your business

We have developed a number of solutions to address the common challenges facing businesses that want to outrank the competition and improve rankings for their website.

CHALLENGE

Underperforming website

If you are responsible for planning or managing an on-going search marketing strategy or new website project, you need to assess your starting position. A full audit of your current website’s capabilities in search is essential, so you can understand the strengths, weaknesses, opportunities and threats of your site and what improvements need to be made before you invest in any marketing campaigns.
WHAT WE DO FOR YOU
You will gain an in-depth understanding of how your website currently performs in search and what needs to be done to improve rankings and your share of traffic to increase the number of relevant visitors it receives from search engines.
SOLUTION

Bespoke SEO Audit

Audits we undertake are bespoke and tailored to each client, their target market and online marketing strategy. In a bespoke SEO audit we will assess your content and keyword targeting, navigation and structure, loading speed, mobile responsiveness, linking profile, usability and onsite conversion methods and compare this to your main online competitors.
WHAT YOU GET
The SEO audit findings will conclude with a list of prioritised recommendations for you to implement, to ensure your website is optimised and that it will rank as highly as possible for your target keywords given the level of competition you face.
find out more about our bespoke seo audits
CHALLENGE

Managing a search marketing strategy

Often companies want to manage their SEO/digital marketing in house, but it can be difficult for the senior team to have the required experience of search marketing and to understand what is required and what good looks like. Internal teams can be running under optimised SEO campaigns or new website projects and marketing campaigns are underutilised.
WHAT WE DO FOR YOU
We will act as an independent search marketing and SEO expert where our sole focus is on making sure that any website and digital marketing projects deliver the best possible search performance for your business.
SOLUTION

SEO Expert Team

From being part of your digital marketing strategy meetings, line managing internal digital marketing staff, reviewing web projects or running SEO training programmes we will make sure that your search marketing is delivering real business benefit.
WHAT YOU GET
We have a team of expert search marketing strategists with deep technical knowledge at your disposal, experienced at working at board level with FTSE 100 companies and SMEs. You will benefit from independent senior-level expertise.
Find out more about SEO Consultancy
CHALLENGE

Discovering what your prospective clients are searching for

You must make sure that your keyword strategy is targeted at the correct users and not just driving traffic for traffics sake. Understanding a searcher’s intent behind the keywords they use in search engines will empower your business to deliver the right content at the right time.
WHAT WE DO FOR YOU
We examine various points in a search journey and how you can best capture your audience along the way. With similarities to consumer behaviour modelling, we conduct search intent modelling with the aim to develop a deep and full understanding of the human and technical processes involved in how your target market searches online.
SOLUTION

Search Intent Modelling

Search Intent Modelling is a unique service to provide more accuracy in linking keywords in search to your most relevant content. An in-depth analysis of how and why those keywords are used will influence the design, content and structure of your webpages – and how to offer and present your products or services in the most intuitive, relevant way at the correct point in the buying process.
WHAT YOU GET
Our Search Intent Modelling solution includes persona research, keyword analysis, competitor data analysis, usability testing, paid search keyword testing and search trends expertise. This information will define your website architecture and target keyword groups, focus your content strategy and identify new landing page opportunities.
CHALLENGE

Analysing internal linking architecture on large websites

Internal page linking is a massively under-utilised SEO technique, especially for larger website. Not only is it used within a page to direct people straight to other pages of interest without having to use the main navigation, but it also gives SEO weighting to your most important content. It is important that each page includes enough internal links to achieve these two aims but too many links can be detrimental, as this dilutes the SEO importance of each link.
WHAT WE DO FOR YOU
Using our custom-made formula and the knowledge of our SEO experts, we can provide you with a unique insight into your internal linking structure. We use our custom built Internal Linking Analysis tool to generate importance scores for each of the pages on your site, before visualising these scores in a clear, concise and colour coded graph.
SOLUTION

Internal Linking Investigation

Our custom built Internal Linking tool uses a bespoke formula, written by our SEO experts, that incorporates the many factors affecting the strength and importance of the internal links. We then analyse this data to make recommendations for improving your internal linking structure. It is ideal for large websites and possible for sites from 100 to 1,000,000 pages.
WHAT YOU GET
Receive a customised report outlining strengths and weaknesses of your current internal linking structure. It will include a bespoke visualisation of the connectivity of your site, details on which pages are receiving the most linking weighting and which pages are disconnected from the rest of your site. We provide you actionable recommendations to improve your internal linking architecture, so your site is well connected with an optimised linking strategy.
CHALLENGE

Control the Top 10 of Google for your brand name

When people type your company or brand name into a search engine it is usually because they find this the easiest way to get to your website or to find out more about you. Whatever the reason, it is imperative that you control the top 10 of the Google search results. One negative listing is enough to stop a proportion of searchers from clicking though to your website.
WHAT WE DO FOR YOU
It is important that your website appears at the top of the Google search results, but we can also help to ensure that your brand appears in multiple locations throughout the results page, is highly visible and is positively backed up by other trustworthy sources. with our support you will be able to control what appears in the top listings for your brand name in search as much as possible.
SOLUTION

Brand Control Strategy

We will analyse the effectiveness of your current brand control in search and recommend improvements to search engine listings and the appearance of relevant results pages.
This includes looking at how people currently search for your brand and how you can optimise your Google My Business, image and video rich snippets, social media accounts and third party website entries to effectively dominate the first results page in search.
WHAT YOU GET
Your top brand name listing will be prominent and effective. Other areas of the search results page – such as the knowledge panel, location pack, news, video and twitter feeds – will be used to promote your brand where relevant and any negative or competitive listings that you do not want to be visible will be pushed down out of view.
Your brand or company can also be immediately validated through entries on other trustworthy websites that are listed immediately below your site – like Wikipedia, YouTube, and media and review sites like Feefo and Trustpilot, directory sites eg. Yelp and TripAdvisor, and social sites like Facebook, and LinkedIn.
CHALLENGE

Content targeting the wrong keywords

If you have content gaps then you are losing out on enquiries and sales. When content is successfully aligned to what your audience is searching for you will gain higher page rankings, win more click-throughs and massively increase interactions with your target market.
WHAT WE DO FOR YOU
Looking at your website statistics in isolation can’t tell you if there are sections of your target market that you are simply not reaching in search. Your website might be missing out on attracting relevant users just because you don’t have a page on ‘xxxx. We can help identify these gaps.
SOLUTION

Content Gap Analysis

We will analyse and compare search traffic going to your main competitors’ websites in order to identify gaps in your content strategy – where relevant visitors are going to rival websites – and not yours – because you do not have the right content on your pages in order to compete in search.
WHAT YOU GET
The peace of mind knowing there are not groups of potential visitors that your competitors are reaching, but you are not. Be reassured that your website content is working hard to provide the highest amount of relevant search traffic it can.
CHALLENGE

Understanding value & required investment for digital business

Most successful businesses start with a business case outlining the why, what, how and who. Online businesses are no different. Whether you want to launch a new product, service or brand or extend into divergent markets, the online marketplace will probably make up some, if not most, of your target audience. You need to know the potential size of this audience, where they are, how they connect and use search to find products and services and what competitors there are also targeting them.
WHAT WE DO FOR YOU
You may currently have a profitable shopping channel selling pet accessories on Amazon but are worried that this is too restrictive and would like to expand sales through your own branded website. How do you find out the size of this market and what share you could realistically expect to get? How often do they shop for their pet online and how much do they spend? Where do they live? What pet accessories are searched for the most online? What would they expect your website to look like and do? What level of investment would it take to build this site? Answering such questions will enable you to make the search revenue predictions necessary for your business case model.
SOLUTION

SEO Business Case Modelling

We have developed our own modelling techniques to predict the size and shape of specific markets in search to provide you with research you need to complete a robust business model. You may be interested in buying an established online business and need to do due diligence to evaluate its commercial potential before investing. This is specialised information – all this data is hard to find unless you have the tools, access and experience necessary to analyse online data and trends. This is where we can help.
WHAT YOU GET

You provide us your business vision and we will provide you with the initial research and data focusing on what you could expect to achieve using search engines as a primary route to market. You will then be able to confidently weigh up the benefits and risks of proceeding.

We will also be able to provide you with realistic technical solutions, costs and timescales with which to finalise your business plan and secure the internal or external approval and investment needed.

CHALLENGE

Your Competition Ranks Ahead of You

There is nothing more frustrating than Googling your product or sector and your competition ranks ahead of you. It is vital to make sure you spend time to understand why your competitor is ranking ahead of you in a search. What’s giving them the edge?

Do you need a brand new website or will some small smart technical tweaks do the job?

WHAT WE DO FOR YOU
We will help you to uncover and gain an in-depth understanding of your competitors websites in comparison to your own, understanding how they currently perform in a search and why and more importantly what needs to be done to improve your rankings and your share of traffic.
SOLUTION

Competitor SEO Audit

We will conduct a full bespoke audit of yours and your competitors website’s so you can understand the website and search landscape of your market. We will assess multiple SEO factors that are effecting your rankings vs your competitors and uncover the strengths, weaknesses, opportunities and threats to your business, looking at improvements you can make to outrank your competitors in a search.
WHAT YOU GET
Our Competitor SEO Audit findings will provide you with a list of prioritised recommendations and clear actionable steps to implement which will ensure your website is optimised and that it will rank as highly as possible for your target keywords, given the level of competition you face.

We do love a challenge! Can we help?

Sign up for the latest SEO insights

Stay up to date with the very latest search marketing insights and news from Varn

Perform Better

Sign Up for Varn Insights
Sign Up for Latest Insights

Keep up to date with the latest search marketing news, insights, algorithm changes and research