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David Sayce @ Paper Gecko Ltd. logo
D

David Sayce @ Paper Gecko Ltd.

London, London

Get a free quote from this professional

Get a free quote from this professional

‘19 Certificate of Excellence, 2019

About

Digital marketing consultant
Paper Gecko Ltd.

Get in touch if you have any questions about digital marketing

SEO | Training | Strategy | Technical Audits | GDPR Compliance & Guidance

I am passionate about helping businesses and professionals take control of their digital presence and present themselves in a way that inspires, impresses, and builds confidence in their products, and services

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Q&As

The world of digital marketing is always changing, there is always something new to learn.
Whether working for a startup or an enterprise business no two projects are the same.

Over the last 25 years, I have worked a number of roles, from my e-commerce website in 1996 to in-house and contract roles. The main reason for my business is to help businesses grow, to offer my expertise and experience to more companies.

I offer a friendly, no BS service.

30 SEO Experts You Must Follow in 2018 - https://www.warriorforum.com/learn/30-seo-experts-you-must-follow-in-2018/
Event Speaker - https://www.technologyformarketing.co.uk/speakers/david-sayce
Subject matter expert - https://www.smartinsights.com/search-engine-optimisation-seo/seo-strategy/search-marketing-trends-2018/
David Sayce - The Search Community Honors You - https://www.seroundtable.com/david-sayce-25434.html
Online event host for DigitalOlympus.net - https://www.youtube.com/watch?v=ej-LNdPxdNk
Event speaker - both online and offline

With all of my clients, I like to get to know your business before advising on the best solutions.

Over 25 years experience integrating and optimising digital marketing.
Experience in business strategy, traditional and digital marketing.

Clients include npower, Barrett Homes and Capita.
Industries include Online retail, wholesalers, legal, financial service, insurance, professional services, entertainment, energy & utilities, sporting goods, fashion, education, recruitment, membership/subscription website and travel.

Experience across both B2B and B2C businesses
Experience with both international projects and clients

Work with both Virgin Startups and The Prince's Trust as a specialist mentor
Non-Executive Director of the South East London Chamber of Commerce

https://www.dsayce.com/consultant/recommendations/

Services

A website audit is a complete analysis of your website. It covers the factors that determine your site’s visibility in search engines. This includes; page errors, indexed pages & site speed.

Website audits are an in-depth examination of your site. Using tools and your eyes, together with your knowledge and experience to understand the opportunities. An audit will give you an understanding of what is not working and where to concentrate your efforts.

Is your website performing as expected? Or perhaps you want to improve the performance and increase sales or conversions. An audit can run through your entire website and quickly uncover issues holding the site back. One question to always be asking of your digital channels, can this be better?

Decide what areas to focus on and consider the return on the investment, all too often I have found audits uncover issues that are simple to fix and have a significant impact on improving business. With any new client an audit is often one of the very first steps suggested and one that can see the greatest return.

I perform audits and provide step by step action plans to improved results. You are not limited to who does the implementation from the findings, it could be your in-house team or an external supplier, my role, after delivery of the audit findings, is mostly limited to consulting.

Why do a website audit?

For any website, an audit is a vital part of the business. A website audit should be completed least once a year, although preferably twice a year. An audit is also the key step before you complete any major changes on your websites such as a refresh or a full overhaul, it can serve as a marker so that you know when something went wrong and how long it’s been going wrong.

Why do I need a website audit

Search engines are getting smarter. We are seeing more changes in how they work out the search results when someone does a search.

Many years ago it was as simple as adding keywords to your title tags and content and header tags. Add few backlinks and that was it, you got first-page ranking!

Those days are long gone. Between February 2015 and 2016 there were seven notable updates from Google, these include:

Mobile update (also known as “Mobilegeddon”)
A quality update
Panda 4.2
Brainrank
Adwords update
The chances are each one of these would have had an impact on your website. And don’t forget Google makes many more smaller and incremental updates every single day (around 600 a year). There are also the attributes that Google looks at, any one of over 200 elements related to your site and the search. All this determines whether you make a first-page listing, or buried away on the fourth page.

To keep on top of all this you need awareness of how your website is working, and to what extent search changes have affected your rankings. How customers are seeing your website, that is where the website audit comes in.

How long will a website audit take?

I run a number of different types of audits across digital marketing from basic website review audits completed in a few hours through to detailed audits with over 160 checkpoints. For larger websites completing a detailed audit, it is not unusual for it to take anywhere from 2-3 weeks to complete. For smaller website keen to get an overall sense of how their website is performing an audit might be only 2-3 days.

How much does a website audit cost?

The cost of an audit will depend on whether it’s for an information-based site or an eCommerce based site. It’s also going to depend on the size and complexity of the situation as well.

What you are paying the auditor to do is to take whatever analysis tools they use and compare and contrast the data form those reports. Then, utilising their expertise, to compile an assessment of what that data means for your site and your business.

What you are really paying for is the expertise of the auditor. This is your investment.

A website audit needs to be part of your marketing budget each year, and keep in mind budgeting for the actions coming out of the audit such as a site penalty.

Cheap audits are going to give you a summary of report data from tools that don’t take into account the changing environment of search. Or a report without a proper interpretation of what those tool reports mean to your business and your customers.

For a small-medium website, this could be anywhere from £500-£4,000. Remember, expertise is key to getting a successful result, your audit is only going to be as good as the person conducting it.

How to Audit Your Website Content for SEO

Website audits can be tedious and time-consuming, but by now most marketers know that they are a necessity for driving website success.

With Google’s frequent algorithm updates and improvements, SEO rules and best practices are changing. Reevaluating your digital strategies is one of the only ways to stay on top of these changes.

With the time and right resource a website audit can be completed in-house, it does not have to be stressful or difficult, but it needs planning. You need to understand what you are looking for how to make changes and how to check those updates.

Areas to look at include:

Data from your website analytics
Review your targeted keywords
Identify any issues at a domain level, including the speed of the website
How well is the site indexed? (Type “site:www.domain.com” into Google to see what content is appearing in the list of indexed content).
Look at issues with links, both internally and externally
Review Title Tags, Metadata, etc.
Types of digital audit

You can audit anything and everything and audits will depend on what you are trying to achieve with some covering niche areas and other much wider in focus. While there can often be plenty of overlap of the types of audits, these are a few of the more common.

SEO Audit

Examines your website to identify any potential technical issues and areas for improvement. This looks at how your site is indexed by the search engines, site architecture and errors such as broken links and missing pages. The SEO audit will also look into keywords, which ones are being targeted and which ones are bringing traffic to the site. Keyword research tends to be amongst the most time-consuming when it comes to site audits, but it always reveals the most insight

SEO Website Audit
Audits can help build up a better picture of the competitive environment

Content Audit
A content audit determines which pages need to be improved or created in light of the keyword analysis. It also identifies the strongest pages on a domain to develop a strategy to improve them.

Technical Audit
Diving deep into the technical aspects of your website, including issues around mobile, international, and site speed

Usability Audit
All too often I have seen websites that have the traffic and the numbers look good, but no one is buying. Usability looks at the critical tasks of your website against business goals and basic usability standards. together with other areas this can be used to review how users are converting to sales across the site.

Backlink Audit
The websites linking into you do matter and can impact your website's visibility. Analyse of your backlink profile can identify quality issues or risks of a penalty.

Social Media Audit
An analyse of your social media activity, are you using the best platforms for your audience? Are you using your current platforms in the best possible way? And how are your social activities integrated into the rest of your business?

AdWords Audit
You are paying to have your ads shown on google. This audit will identify how well they are performing and how best to target your spending.

Whether you are completing an audit in-house or looking to hire a consultant to complete one with you, the sooner you act the better. As a Digital Marketing Consultant, every audit performed is custom tailored to your specific situation. An audit will typically include:

Technical Audit of your website
Content analysis
Keyword analysis
Backlink identification and review
Competitor review
Get started with a free review of your website

I offer clear, concise directives as the key element of the website audit so you don’t need to rely upon me except on an infrequent basis – instead, I empower you with knowledge and clarity of business focus. My recommendations are not biased toward the generation of even more income to me.

As part of our discovery sessions and before any project starts, we need to have a good understanding of you and your business, what you are looking to achieve, what your overall business goals are together with your expectations of SEO and digital marketing. It is only once this has been completed we will write up your proposal.

While every client is different there is often a starting point of a site audit, allowing everyone to see where we are today and research into competitors and key phrases for the site optimisation. We will look through your site to review elements such as on-page optimisation, how other sites are linking into your, your overall site structure together with the content and calls to action. We then bring all of this together within the campaign, or into your wider digital marketing strategy.

Without doubt search engine optimisation is one of my favourite areas of digital marketing, it’s where I started out back in 1995.

SEO Services Available

Website Audits
Local SEO
International SEO
Keyword / keyphrase research
Keyword / keyphrase analysis
On-Page optimisation
Penalty analysis and recovery

What is SEO?

SEO is part of digital marketing that focuses on increasing the visibility your site organically (without paying) on search engines like Google, Yahoo and Bing. Over the last 15 years, SEO has expanded to include areas beyond keywords. We now look at not just the words on the pages but how your website interacts with sites and with your visitors, in fact, Google looks at hundreds of attributes to determine if and where your website should rank. And no, we do not know what all of those attributes are, but we do have some highly educated guesses.

Do I need search engine optimisation for my website?

A popular question I hear, while social media will bring traffic to your site the majority of site visits come from search engines. If you have a question, the chances are you will power up Google (other search engines are available) and type in your request. From there you will probably look at that first page and if you do not see a site that fits your need you may then try searching again. SEO is about understanding your customers and their searcher intent, what are your customers looking for and how can you be found for that and get them on to your website. Optimising for search is not a quick fix or a one-off cost, it is an ongoing investment.

In essence, to rank high on Google all you need is…

Make pages primarily for users, not for search engines.
Don’t deceive your users.
Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that competes with you, or to a Google employee. Another useful test is to ask, “Does this help my users? Would I do this if search engines didn’t exist?”
Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.

Whether you are a large multi-national firm or a small business, you can guarantee that your customers depend on various digital channels every day to research and evaluate your products and services. This raises the question, do you have a digital strategy in place?

If you do not have a digital strategy in place the chances are you are missing an opportunity to increase sales and be seen by new customers. Even a basic strategic plan can give you an advantage over your competitors.

Developing a strategy is not a painful as it might sound and the benefits can have a real and visible impact on your business.

If you do not have a digital strategy in place the chances are you are missing an opportunity to increase sales and be seen by new customers. Even a basic strategic plan can give you an advantage over your competitors.

Developing a strategy is not a painful as it might sound and the benefits can have a real and visible impact on your business.

I am frequently engaged to provide long-term planning, digital roadmap development and business case development for digital initiatives, contact me for more information.

How a digital strategy helps
It gives you direction towards your overall business goals
It helps you save time and money by not duplicating your efforts
It gives you a greater understanding of your target audience
You gain a greater understanding of your place in the market against the competitors
It helps you run your digital marketing channels efficiently, rather than making it up as you go
Where can I find out more about digital strategy and planning?

Planning and strategy are areas of business that you can undertake yourself, although you can always hire a digital marketing consultant to guide you through the process. SOSTAC® by PR Smith – SOSTAC is a great way to get started.

Situation Analysis (where are we now?)
Objectives (where do we want to go?)
Strategy (how do we get there?)
Tactics (the details of strategy including the marketing mix & comms mix)
Action (the details of tactics – who does what, when & processes & systems)
Control (metrics that you need to measure at different times)

One question this leads to is “what is the difference between strategy and a plan?” In the SOSTAC framework above the SOS is more focused on Strategy while the TAC is more action-oriented – Tactics/Action/Control. However many people, including agencies use these terms interchangeably, so it is always good to clarify.

Mentoring and training have been a key part of what I do for many years, within businesses and also as a volunteer. In 2014 I was fortunate enough to join The Prince’s Trust as a Digital Marketing Specialist Volunteer, working with young people setting up their businesses.

I also run SEO training for individuals and businesses, both in person and online, covering various digital topics including:

Optimising websites for Google
Improve your website ranking
Discover the best keywords to target for your business
Learn what your competitors are doing online
LinkedIn for business
Understand how to increase online sales
These are bespoke training courses delivered to meet the specific needs of the business.

Bespoke sessions with groups or individuals are always available

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