Capability I Trust I Growth
Stratos Control Systems
We have a fundamental belief a plan that isn't based on research and data - is gut feel and guesswork and in today's digital marketing arena - that just isn't good enough. Therefore to advise Stratos we look at data, Stratos data, competitor data, market data.
This Page is about the Research & Plan in three stages.
1. Refresh the brand - website, LinkedIn, Google Local Pages
2. Build the Trust assets Case Studies, Testimonials, Image Library, Videos, Company CSR (Saints)
3. Driving Business Growth - Traffic to the website, more enquiries, more pipeline, revenue.
Overall Goal : Higher Business Valuation
Average position in Google
Research
We Researched The Competition on Google
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Their Website Authority
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Their Traffic
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The Keywords they ranked for
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The Volume of Search Traffic
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Tools Used: SERanking
The Bad News Stratos ranked 99/100
(10th page of Google
The Good News - The Competitors are easy to beat
Market Search Volume - Research
We Imported the competitors Keywords that they ranked for in Google & the Stratos keywords.
Why?
To understand the UK search volume for the keywords.
Understand Stratos Controls current market share.
Weed out irrelevant keywords.
We were left with 379 Keywords.
The Good News - Search volumes are substantial.
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Potential to drive traffic to Stratos is huge.
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Why?
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Competition are mostly poor on Google.
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Search Volumes are High 13,900 searches a month.
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(excluding general terms)
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Reality needs a Digital Strategy and 6-12 months hard work.
A) To Build Stratos Capability (Digital Reputation)
B) To build the Trust assets new customers insist on today
(Case Studies, Videos, Testimonials across key digital channels Search, AI , Google Business, LinkedIn, YouTube
C) To build traffic to the website and convert it to enquiries.
Stratos Market Share - Search
(UK Google)
Google's Search Algorithm determines search market share.
Findings
Stratos have 0.2% market share of search volumes for relevant keywords.(Robbie weeded out irrelevant ones)
SERPS - Search Engine Ranking Pages
Of the 37 areas Google measures from images, content, video - Stratos featured in 3
- 1 image
- 1 local pack
- 1 GBP £ reference
The grey bars shows the competition for the same keywords, basically stratos is getting outgunned.
Recommendation
1 Secure a fractional Marketing Director to fix the issue
Why?
99% of companies make well intended but poorly executed digital efforts, without expert guidance you will fail.
SH will do that for 1 year- free for 2 days a month
(1 hour a day)
1 Condition you hire a digital expert to fix the Stratos website, digital marketing profile (South African) Lindi James who has 14 years experience.
Why Lindi James
14 Years Experience
Cheaper than a Graduate £170 a day
Digitally Fluent in all aspects of digital marketing you need
(minimal training)
She just needs telling what to do
(SH daily free for 1 year - I owe Robbie)
FAQs
When can she start? - Tomorrow Thursday 8th
When can the Capability website be ready - Feb 1st
- Subject to images from Stratos being provided
- Company photos, Building, Team, Any Panel shots at Corby etc etc (see Asset plan)
What do we need to secure her?
- Sign a contract
Contract Highlights
- Agreement 1 year, 1 month notice either side at any time
- Stratos pay Lindi 20 days a month
- Any work Lindi does for Communication Edge
(SH company) is charged to Communication Edge.
We need her a minimum of 6 days a month, priority 1 being Stratos deliverables.
Benefits:
Fast Start
Costs Fractionally £1k a year more than a grad on minimum wage (once you take 6 days off), 14 years expertise, can start tmrw. No NI , pension, holiday pay.
What would she do?
Implement the Plan once agreed with SH & Denise / Tom
See next Section for plan
The Plan
Attached over are three assets:
Asset 1
Powerpoint 10 slide deck
Contains:
Website 30-90 day plan
- Trust Assets we need to build basic company images & photography first 30 days, then 60-90 days.
LinkedIn Plan
3 posts a week 1 Company news, 1 Stratos CSR (saints, football etc , 1 Company news.
YouTube Plan
- Video is your most powerful tool and no longer expensive, producing a library of short YouTube videos, the more authentic the better , is key, (not till we are 60 days in)
Note: for a brand to be trusted it has to be consistent across all digital channels.
Google Local Business Plan
- Not to be underestimated this is huge, we fixed the fact Stratos was geo located in Germany, we now need to launch the Corby site (we can use the company photography here)
Corporate Social Responsibility
Sounds like a nice to have, however with Saints and Local Football connections we can do an authentic job really well.
Two Other Assets
2. Exact Website publishing plan 1-90 days
3. Exact Trust Assets plan
Why a website isn't enough?
Too fundamental reasons:
1. People Research thoroughly today and use digital tools to do so.
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By the time they time to your website they are not "finding you" they are "confirming your a good choice".
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Why?
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They learn from digital tools, Google, AI, Local Search, LinkedIn Peer Groups, Their Network of peers.
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So yes the website has to be good once they get there, but it has to rank to get traffic, and to rank it has to be valuable as a resource either:
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To educate folk - early in their discovery journey (top of funnel)
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To convince folk considering you (mid funnel) which is why "Trust assets" are so important.
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To convert folk, late in the sales cycle "to enquire".
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So a proper content plan is required because a visitor to the site could be at any of three stages of the journey.
2. Your assets need to live where people learn, In LinkedIn Groups, In Google or AI search engines, In Youtube search engines, you then Breadcrumb them into your website.
Traffic
To drive traffic you have to publish things your buyers or stakeholders are interested in, where "they learn".
For these big search engines to rank you, your content has to be delivered how "They want it" - which means unless you known their ranking engines and algorithms well, your dead.
Why?
Firstly. there algorithms check all the digital assets you put online and grade them:
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Technically grade them - are they top notch, original and helpful?
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Content Grade them - are they interesting to the target market persona, do they deal with "their pain points".
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Engagement, do folk engage with the content? Read it, click on it, comment on it, find it useful?
And every 2/3 months the algorithms change and become more sophisticated.
The Good news is - fluffy marketing is dead - everything is now measureable.
The bad news is unless its high quality - technically, content wise and engaging - your consigned to the search engine bin (page 2 or worse)
Why a website is only the tip of the content battle iceberg!
Why a website is only the tip of the content battle iceberg!
Google EEATS home Page
Google EEATS
What is Google EEATS?
Google EEAT(S) is basically Google’s way of asking:
“Can we trust this website and the people behind it?”
It matters most when someone is making a serious decision — like choosing a company to work with.
What EEAT(S) stands for (simple version)
E = Experience
Have you actually done this in real life?
Example: photos of real work, real projects, real results.
E = Expertise
Do you know what you’re talking about?
Example: clear explanations of services, tools used (PLC, SCADA), and how you work.
A = Authoritativeness
Do other people recognise you as credible?
Example: industry accreditations, well-known clients, case studies, mentions, reviews.
T = Trust
Are you a real, legitimate business that people feel safe contacting?
Example: clear contact details, address, company info, honest content, no spammy claims.
S = Safety
Is the content safe and responsible?
Example: no misleading advice, clear processes, risk-managed upgrades, safety-first messaging.
Why Google cares
Google wants to avoid ranking websites that:
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make big claims with no proof
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look fake or “thin”
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could mislead people
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don’t show who’s behind the business
So EEAT(S) helps Google choose the sites that are real and reliable.
Google EEATS
Why we want to be good at Google EEATS?
1. Everything about the founder Robbie Green and the team speaks to trustworthy, experienced, authoritative knowledge and trust.
The website has to reflect this.
Googles Ranking algorithm will if two sites are equal always prefer and prioritize the website with the highest EEATS score.
We need to collect this material over time but the more that is ready for the new website the better.
We need it initially for three levels:
- The Home page covered above
- The Services and Solutions Page(s)
- The Industries we have experience in page(s)
The table above to the right and below detail what we need.
Google EEATS Services Page(s)
Google EEATS Industry Pages
Why Google EEAT(S) Matters
(by Role)
The Entire Company needs to put their shoulder behind this an it will provide years of payback in enquiries growth and credibility.
Simple Summary
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Founder: “This builds trust at scale.”
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Board: “This improves lead quality and growth.”
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Engineers: “This attracts serious customers and better jobs.”
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Developers: “This helps us rank and perform technically.”
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Office staff: “This makes enquiries easier and more qualified.”