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, I use the Maslow-Eikhart model.
The SEO-APK is a story with data as fundament
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
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 assumes 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.
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?
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 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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A short explanation of the grades, combined with market knowledge: Why is this the story?
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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.
An 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? | Complete? | High quality? | Authority? | Trend? |
|---|---|---|---|---|---|
| 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:
Radar chart with SEO-APK scores - fictional
What we see:
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Competitor B is technically flawed, but very popular en has high quality content. A sleeping giant.
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Competitor C shows almost the opposite: technically sound, but the audience doesn't really seem to care much for it
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Competitor A is comparable to competitor B, just a bit better on the content quality side of things
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And lastly your own website: it scores decent overall, but should be careful with the 'trends': statistics show a slow decline, which suggests that there may be a structural problem we should address.
So what is the story for you? You have one sleeping, but powerful competitor that lets some opportunities lie, for now. You have two competitors who already seem to be at the max of what they're capable of.
Your challenge 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).
Investment
Every APK contains the following:
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1.
Maslow-Eikhart scan of your website
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1 grade: a simple, and therefore powerful answer to the question: 'how are we doing'
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5 sub-grades, one for every area (and goal) of the scan
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Powerpoint-ready: the grade, the sub-grades, and a radar chart. Easy to present and explain to others. You only need to copy paste.
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The full analysis, as an attachment
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1 extensive support session, in which talk everything through
The APK Extra package contains two additional APK for competitors' websites, so you see where strengths, weaknesses, and thus opportunities lie.
In the APK-strategy package we help you with formulating a solid SEO-strategy, based on the APK Extra scans.
APK
| + | APK |
| + | Extensive talk-through in the support session |
| - | Extra APKs: 2 competitors |
| - | On-premise SEO-strategy session |
Favorite
Competition APK
| + | APK |
| + | Extensive talk-through in the support session |
| + | Extra APKs: 2 competitors |
| - | On-premise SEO-strategy session |
Strategic APK
| + | APK |
| + | Extensive talk-through in the support session |
| + | Extra APKs: 2 competitors |
| + | On-premise SEO-strategy session |
Extra APK, per domain
Do you want to expand the number of domains we analyse, for example with a competitor? Easy. For additional competitors we ask a fair price of € 1299 per additional APK.
Hourly wages
For additional work we use our standard hourly tariffs. What these tariffs are, how we make the agreements and what you can expect, is something you can read here.
Sounds interesting?
Then let's close the virtual gap between us by one step.