SEO-APK
How are we doing in SEO? What should we focus on? Why? These are the questions the SEO-APK answers. APK is a Dutch acronym, meaning something like 'Generic Periodic Examination'. For this, we use the Maslow-Eikhart model.
| What: | Periodic SEO-benchmark |
| Why: | Answers the question: "are we competitive?" |
| How: | 40+ SEO-analysis, by hand |
| For Whom: | Any website |
| Pricing: |
Setup: € 2797
Subscription: € 699.25 p/q |
Table of Contents:
The SEO-APK is a kind of SWOT-analysis, based on the Maslow-Eikhart model
SEO is a black box, with hard to answer questions. We know. That's why I've made a model that answers them. Ideally suited as input for an online marketing strategy, as a second opinion, and as internal presentation material for stakeholders.
I use the Maslow-Eikhart model to analyse your online presence, and the online presence of your most important competitors. Then I challenge it to market developments and my own expertise.
Why? To gain deep insight to important business questions that, as far as I'm concerned, precede whatever SEO-action you can think of: start with why.
The model: the Maslow-Eikhart pyramid of SEO #
I developed this model myself, but of course it is firmly based on Maslow's famous hierarchy of needs. That is on purpose: I was looking for a way to explain SEO to others, without saying anything about how SEO is done. The goal was to align with the goals we can reach with SEO, and I wanted to be able to connect to knowledge almost everyone already has.
This model is goal-oriented and data-driven. Older SEO-models are usually more task-oriented, and less data-driven.
The model provides the following benefits:
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It is a hierarchy: everything is important, but when basic needs aren't met, the effectiveness of higher needs goes down
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We align multiple actions to any single goal. These actions vary depending on context and type of website. They are all expressed as grades between 1 and 10, and are also weighted.
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The goals are easy to explain, in particular for those who do not work in SEO. This is the main advantage of this model.
The
Maslow-Eikhart
SEO-pyramid
Every level is a goal. Per level we decide which metrics to pursue. It's wise to benchmark this against one or more main competitors.
This is a goal-oriented way of looking at SEO, and therefore very different from the classic Tech <> Content <> Links way.
Trend
Trend: In Google’s crossfire? Why? Competitors gaining?
Popular
Popular: Links? Citations? Quotes? Expertise? E-E-A-T?
Better than the rest
Better than the rest: Better than the competition? High CES / NPS? Reviews sentiment? Quality visits? E-E-A-T? Up to date?
Clear & complete
Clear & complete: Does a bot understand? A human? No cannibalization? Enough branded traffic?
Reachable
Reachable: No errors? Fast? No orphans? Indexability ok?
Every level is a goal. Per level we decide which metrics to pursue. It's wise to benchmark this against one or more main competitors.
This is a goal-oriented way of looking at SEO, and therefore very different from the classic Tech <> Content <> Links way.
Trend
Trend: In Google’s crossfire? Why? Competitors gaining?
Popular
Popular: Links? Citations? Quotes? Expertise? E-E-A-T?
Better than the rest
Better than the rest: Better than the competition? High CES / NPS? Reviews sentiment? Quality visits? E-E-A-T? Up to date?
Clear & complete
Clear & complete: Does a bot understand? A human? No cannibalization? Enough branded traffic?
Reachable
Reachable: No errors? Fast? No orphans? Indexability ok?
Powerpoint-ready #
In the end you simply want to know how well you're doing 'in SEO'; where strengths, weaknesses and opportunities are, and why that is so.
You will not get that answer if we show you 57 pages with data and jargon. Instead, the APK gives you:
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1.
1 generic grade: for you, your competitors. Plus 5 sub-grades for every goal. This tells you: How are we doing
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1 ‘radar chart’ graph, bases on the 5 sub-grades, for you and optionally 2 or 3 competitors. This shows you, visually, where strengths, weaknesses, and ergo, opportunities are: Where are you in the playing field?
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3.
A concise interpretation of the grades, the graph, based on the analysis and our extensive experience: why is this the story?
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4.
And of course, the full scan with all tests and results. I will talk these through with you, so when you (or we) present the grades to your colleagues, you'll know what they are based on.
Example #
The APK consists of a whole bunch of SEO-tests. Every test has an outcome, and these outcomes are expressed as grades between 1 and 10.
For example, some fictional scores:
| Website | Reachable? | Clear? | Good quality? | Popular? | Trending? |
|---|---|---|---|---|---|
| Competitor A | 7,9 | 7,8 | 9,2 | 3,4 | 5,4 |
| Competitor B | 2,2 | 3,2 | 7,5 | 8,9 | 9 |
| Competitor C | 9 | 8 | 5 | 4,5 | 5,5 |
| Your website | 7,1 | 4,5 | 6 | 7,1 | 5,5 |
Which leads to the following visualisation:
What we see:
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Competitor B seems to be quite popular, but doesn't seem to know (or care) about getting SEO results
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Competitor C is the opposite: its basics are technically sound, but it doesn't seem to be in the hearts & minds of visitors
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Competitor A is comparable to competitor C, but has better quality content (which is important!)
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And finally the example website, your website: its scores are average, but trend statistics show a steady decline, which is something to worry about.
Your challenge, then, is to build authority and popularity as fast as possible! There is an opportunity here, if you start solving problems (and let people know about it), and providing online value. Basic technical SEO is not important right now (only for hygiene purposes).
Pricing #
The APK is a stand-alone product, but you can expand it in several ways:
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1.
By repeating it, so you can monitor progress. By default, we do this every quarter
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By adding one or more direct competitors (for which we offer a 50% discount)
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And as always, its very optional to add additional consultancy from us. You can of course also keep this with your own agency!
Product & setup #
To get to know your website and market, to collect the needed data, and to tune the product specifically for your wishes, we charge a one-time setup fee.
APK
€ 2797
Optional: quarterly APK #
Re-run the analysis every quarter, to see trends, progress, and use it as a tactical base of operations
Quarterly
€ 1398.5Optional extra: competitor APK #
In addition to your own website, benchmark it against one or a few direct competitors. Pricing is per competitor.
APK competitor
€ 1398.5
Optional: quarterly competitor APK #
Re-run the analysis for a competitor to benchmark against.
Quarterly
€ 699.25Optional: Extra consultancy #
We always offer fair use support for any product.
But if needed, you can also call upon extra consultancy. Pricing is simple: varying wages, depending on the amount of hours required (during 12 months).
Of course, only the hours that are actually 'used' will be invoiced.
Tier XS: 4-12
€ 157
Tier S: 12-60
€ 137
Tier M: 60-120
€ 117
Fav
Tier L: 120+
€ 107