My Signature Squarespace SEO Framework
Curious what process I take my Squarespace SEO clients through?
Keep on reading because I’m breaking that down in this post as I go through my framework in depth.
Side note: Although this post and my services focus on Squarespace SEO, my packages work for any website builder. I’ve had clients come to me that use Wordpress, Showit and Wix. The strategy is the same - it’s just where you implement certain SEO settings in each platform that is different.
Okay, back to the good stuff!
I created this custom framework after seeing a large gap in the website design industry where beautiful websites were being launched but the SEO was not implemented correctly.
Sadly, most website designers I’ve come across in the online business space have very little knowledge about SEO, which I see as a problem.
That’s why I started offering SEO services, both as a standalone service but also something that can be added onto a website package.
And if you’re wondering “what the heck does Lauren know about SEO…” I’ve been in the SEO space since 2016 (including 3 years at SEO agencies), but my services page also ranks on page 1 for “Squarespace SEO expert” ;)
I’m excited to be diving into my 5 part SEO framework that is the groundwork for what I do with my clients (and even my SEO Strategy Simplified students).
Here we go...
1. Align
This is the foundational step.
First, we must align your blog content with the services and digital products that you offer.
There must be a direct correlation between the blog and what people are buying from you.
This might seem extremely obvious, but it’s a step that most online business owners make.
Most business blogs are written like a journal or personal story - it’s one of the top mistakes I see.
Read more: 4 Blogging Mistakes To Avoid
I have my clients fill out a questionnaire to gain a better understanding of their business, their audience, what their goals are, and what kinds of content they want to create.
The content question serves as a “brain dump” so I can see what topics they really want to write about. Clients will typically drop a few categories or specific blog post ideas.
I always advise that the topics be educational in nature so that potential clients will see them as an expert in their field.
This process serves as the foundation of the next step...
2. Assess
This second step is all about verification.
Are people actually searching for these topics in Google?
That’s what keyword research helps to do.
If you’re new to SEO, a keyword is simply one word or a phrase that you want to rank for. For example, “online business coach” and “how to find clients online” are examples of keywords.
Through this process, I identify hundreds of keywords that can be used as the main subject of blog posts.
This step is extremely important because you want your language to match exactly what your ideal audience is using.
It helps Google to understand that your blog post is related to that search.
Going off of the business coach example, let’s say you want to help your clients “find clarity” in their marketing. But in reality, people are actually searching for is “finding your niche.”
See this distinction? Even though Google understands words that mean similar things, it’s best to include the exact words.
Without keyword research, there’s a solid chance that your website and blog will fall (or stay) in the deep abyss of the interwebs.
During the keyword research phase, I gather all keywords in a Google sheet and split up by category. I then go through and highlight the ones I think are best to start with.
3. Attract
It’s time to
fix all your website errors, and
get writing
Website audit
I do a deep dive into the backend of your website and review these items:
Site speed
Image file name and alt text
Security
Title tags
Meta descriptions
Lead generation
Blog post URLs, titles, structure and content
Blog layout and strategy
Page headings
404 page design
Squarespace SEO settings like AMP
Website navigation, strategy, user experience and overall design
Any other elements I find that are worth noting
I provide a breakdown of each aspect and how it can be improved and better optimized, providing specific examples for your website.
This foundational piece is extremely important before you start blogging.
Write and optimize new blog content
After I do the keyword research, I put together a list of 15 blog post (or solocast) titles you can take and start writing content for. I add the keyword next to each blog post title so you know what to focus on as you’re writing the content.
I also showcase commonly asked questions as it relates to the types of content you want to create.
Clients find this super helpful since you can take each of these questions and turn them into blog post titles themselves. I’m sure you’ve seen these “People Also Ask” boxes on a Google search results page, especially now that they’re very common.
Along with the audit, you’ll get access to a quick reference guide for blogging and my in-depth SEO course. You’ll understand the full process of how to write the best content and optimize your blog posts from both a content and technical standpoint for maximum visibility the moment you hit publish.
With the specific advice on what to change on your current blog paired with these educational resources, you’ll be in a great position to write strategic and optimized content that will rank on page 1 of Google.
4. Capture
There’s more to SEO than just ranking on page 1 of Google.
Showing up at the top of the Google search results is something to celebrate, but you have to consider what happens after people land on your website.
Having a way to capture leads is crucial if you want your website to work for you 24/7.
You can collect site visitors’ information by offering something for free, known as a freebie, opt-in, or lead magnet, in exchange for an email address. You can offer a downloadable PDF guide, video series, audio meditation, and so on.
You can see mine above in this blog post for example, or inside my sidebar.
There’s no one specific item you have to give away, but it should align to your services or digital products and entice them to take the next step with you.
Through the audit and followup calls, I advise on best practices for where to put your freebie so that leads start rolling in every day. From there, you can pitch your services and products to your email subscribers.
And some website visitors will even skip this step completely by signing up for a call immediately or purchasing your digital products right from your shop page.
5. Analyze
Reviewing data may not be the most sexy part about SEO, but it’s extremely important.
During our time together, I’ll ensure that you have both Google Analytics and Google Search Console set up correctly as well as make sure it’s connected to the Analytics tab inside Squarespace (if you’re using that specific website builder).
In my course, SEO Strategy Simplified, you’ll get access to a module on analytics so you know exactly what numbers to be looking at and how to make smart decisions with your content each month so you can increase your website traffic and leads from Google.
And inside of my SEO package, I offer a 5 and 10 month analytics update, where I’ll go through Google Analytics and Google Search Console and provide a detailed report about your progress. I’ll also provide specific recommendations for any blogging or website aspects that should be altered.
So there you have it. That’s my 5 part framework and what you can expect from working together to improve your website traffic and visibility in Google.
Have questions? Drop them below!
Looking to take the next step and get support with your blog strategy so can create an evergreen lead generation and make more sales? Click below to learn more about my SEO packages and how we can work together!
Looking for more Squarespace SEO tips? Check out these blog posts: