Nikki Wyss

Site Optimization Workflow

Process & Focus

Keyword Research:
Dive deep into SEMrush for commercial, transactional, and navigational keywords from competitive, domain specific, and AI overview research.
Why?
These types often lead to higher sales conversions.
Create Site Optimization Outline:
Incorporate additional SERPs and forum research to provide a more in depth direction into consumers curiosities, questions, and search process.
Goal:
Provide in-depth, purposeful content that resonates with user intent.
Content Development:
Use the outline as a roadmap.
Craft content that addresses user needs and search intent.
Optimize for selected keywords without sacrificing readability.
Implementation and Live Page:
Bring the optimized content to life on the website.
Ensure proper on-page SEO elements are in place.

The focus here is on driving conversions. I’m not just throwing keywords at a page; I’m strategically selecting terms that signal buyer intent. Then, backing that up with thorough research to create content that not only ranks but also elevates the user to convince and convert.

Blog Workflow

Process & Focus

Keyword Selection:
Zero in on informational keywords.
These keywords tap into user curiosities and questions.
They help build relationships before a customer even considers a purchase.
Research Phase:
Analyze SERPs for top-ranking content.
Dive into forums and other media sources for real user questions and pain points.
Identify content gaps that competitors haven’t addressed.
Content Creation:
Develop educational, value-packed articles that answer user queries.
Infuse the content with the brand’s unique voice and expertise.
Aim for depth and comprehensiveness to establish authority.
SEO Optimization & Publishing:
Fine-tune on-page elements without compromising readability.
Ensure proper internal linking to boost site structure.
Publish and promote across relevant channels.

The blog workflow is all about playing the long game. I’m not going for the hard sell here, that is the job of main landing pages. Instead, I’m positioning the brand as a trusted source of information. By addressing user questions and concerns, I’m working towards building a connection that could eventually lead to a sale. It’s about being there at every stage of the customer journey, from curiosity to consideration.