Research & discovery

SEO and the art of SEO take time. At Jellyfish we've spent years understanding the way search engines work in order to develop the strongest strategies for optimisation.

We work with you and your brand to understand firstly what you need to do, and secondly how to do it. We've then got a pretty robust method of analysing the success.

Whether it's technical optimisation you require or a more content-led approach, we can help you.

    Understanding your brand

    Understanding your brand and your website is a crucial part of developing an SEO strategy.

    Before we can delve into the tactics you need to implement to meet your business goals, we need to understand everything about what you're trying to achieve, your current marketing efforts, and your customers. Below, you'll find all steps we go through to get our teeth into your brand. 

    Keywords are at the heart of SEO

    Ensuring that your website’s pages include the correct keywords within their copy will greatly influence how well they perform in organic search results and how much relevant traffic you can attract.

    With this in mind, keyword research is one of the most crucial parts of your SEO process. Get it right and you’ll be able to spot some of your greatest opportunities and routes to success; get it wrong and your campaign could be heading in the wrong direction from the very start! 

    Identifying the right keyword portfolios

    It’s all about painting a clear picture for our clients. Our keyword discovery involves a deep-dive exploration of the landscape and will investigate:

    • Short-tail search queries
    • Mid and long-tail keywords
    • Associated search demand
    • Competition levels
    • Relevancy

    The questions that we ask during this process may include:

    • Where do discovered keywords fit into the user’s journey?
    • Are they of high, medium or low intent?
    • Are they likely to play a converting role, or should they be seen as assisting keywords?
    • How can they be matched to different stages of the marketing funnel?
    • How well are competitors targeting these keywords?
    • Are there opportunities for SEO keyword trends to influence potential paid search activity, and vice-versa?

    Actionable insights

    Our keyword research data sets are presented in actionable, easy-to-understand formats with clear instruction on what is required to capitalise on the opportunities discovered.

    As an integrated agency, we also share our learnings across our client teams to ensure that other channels (paid searchsocialdisplayUX) can benefit from the trends identified.

    We find that our keyword discovery activity will typically have a heavy influence on the following areas:

    • Website information architecture

    • Onpage optimisation

    • Competitor analysis

    • Content strategy

    • Campaign content creation and promotion

    • Reporting & monitoring

    Landscape & competitor analysis

    By analysing the landscape and measuring your competition, Jellyfish are able to understand your market from a digital perspective, benchmark you against your peers and provide you with a clear view of obstacles and opportunities.

    Having this knowledge allows us to work with you in building the right SEO strategy for your business in order to succeed in today’s competitive search ecosystem.

    We use the right blend of teams, tools and techniques to gather and interpret the most valuable data and insights about your peers.

    This doesn’t just relate to their primary websites, but extends to analysis of their social profiles, video channels, microsites, content strategies, partnerships and amplification strategies, too.

    What do we specifically look at?

    We tailor our landscape and competitor analysis to cover what matters most to you. In the majority of scenarios, we will split our investigations into the following areas:

    Competitor content analysis

    • How do competitors structure their onsite content, and is this proving beneficial to their SEO efforts?

    • How much content do they publish and how does this benchmark against the depth of content on our client’s website?

    • Is their content keyword relevant?

    • How successfully are they targeting the different stages of the purchase funnel?

    • Are they publishing fresh content on a regular basis?

    • How are they amplifying their website’s content across social channels and influential sites?

    • What is their top-performing content?

    Technical optimisation

    • Have peers utilised any innovative technical techniques to get a competitive edge?


    • How developed are your competitors’ backlink profiles?

    • What types of pages and content formats are proving most successful in earning links and social signals?

    • How are peers stimulating conversation across their landscape?

    • What elements of their campaigns are or are not working?

    • Are they supporting organic SEO & social efforts with paid advertising?

    Performance trends

    • Are there any notable shifts or patterns across the landscape that should be considered? For example, algorithmically?

    • Have your competitors’ campaigns stood the test of time?

    • Who are the current winners and losers?

    • Who is causing disruption within the digital space?

    • How does your brand awareness, share-of-voice and market share compare to theirs?

    Understanding your brand

    Want to make sure your digital assets are really delivering on your online goals? And if not, how they can? That’s just what our digital asset planning can help you to learn.

    Over time, businesses accumulate a broad spectrum of digital assets that have been used (or are still being used) in their digital marketing activities. From websites to social profiles, domains to campaign microsites, what value do they really bring to your marketing mix – and how can you best use them moving forward?

    The goal of digital asset planning is to clarify and rationalise how your assets should be used to achieve your online goals.

    Factors to consider are:

    • Do you have multiple websites that would work better if consolidated into one?
    • Are certain assets no longer of value and would be better decommissioned entirely?
    • Are social channels properly integrated into your offering from both a technical and messaging perspective?
    • Have you accumulated a collection of parked domains? If so, what role could they play in your authority building plans?
    • Have you previously created assets as part of outdated SEO strategies that may now be harming your organic growth?
    • Are you demonstrating your strategic partnerships and charitable work in a way that supports your digital strategies?

    By building a map of your digital assets, we can create an effective and efficient SEO strategy that’s fully geared towards maximising the potential of your owned media.

    Assets we typically review and map:

    • Group websites

    • Paid search landing pages

    • Parked domains

    • Social profiles

    • Review platforms

    • Video assets and channels

    • Podcasts

    • Photographic libraries

    • Whitepapers

    • Campaign microsites

    • Blogs

    • Subdomains

    • Local listings

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