SEO

Your clients are looking for you.

Will they find you or your competition?

Search engine optimization (SEO) is the process of becoming not only easier to find, but more likely.

t is a complex system of on-page and off-page factors to establish you as the authority for the topic of your choice across all search engines such as Google, Bing, and Yahoo.

On-Page

There are many things you can do on your page to increase your page rankings on the various search engines.

Meta Content

Metadata defines the underlying definition of content. When it comes to your website, the metadata is used to define elements such as title, website topics, image descriptions, and keywords. Your metadata is important because it is often used as the description that an audience sees when they use a search engine to find you. It additionally defines the keywords that you are targeting for your SEO efforts. Space is very limited so you need to make every character count. It has to be enticing and engaging to grab attention.

Relevant Content Sentences for Embedded Links

Though there was once a time for adding a read more link, Google and other search engines are now looking to rank pages based on relevance to the end user. That means your links have to be embedded in relevant anchor text that will invite your audience to explore more. You want to go one step further with those links by linking to and from other blogs and pages as well as within your page to other sections that complement each other and inform your audience.

Write for Readers

There is no question, when you do the right thing for your audience, you’re doing the right thing for your SEO campaign.

You don’t want to just stuff your content with industry buzzwords. Instead, complete your thought before moving on to the next. If you have a random fact that you desperately want to put on the page then create another blog post to explore it separately. If there is some correlation then you can link the pages later, but you don’t want to muddy the message of one page with something that doesn’t connect.
You want your content to be readable so using something like the Flesch readability score is a great place to start. Some widgets and apps have built in scoring mechanisms so you can test before you publish.
RankBrain, the Google AI responsible for the millions of Google searches, is looking for natural language that is helpful, engaging, and earns many clicks from an audience.

Be Useful

Content value is based on usefulness. If your audience isn’t entertained or doesn’t learn anything they won’t continue to read. That usefulness turns into clicks as more people read the content. This applies to static pages that you don’t update as well as blogs where you continue to add content on a set schedule.
That’s not to say you can’t use long-tail keywords or add infographics, but it’s the best place to start. It’s important to note that you don’t want any more than 2 to 3% keyword density.

Engaging Content

You can teach without engagement, but when you add that little touch of mystery, your message is elevated to the next level. One of the best ways to achieve this is through the use of storytelling.
Storytelling draws in your audience, asking them to envision themselves with the same obstacles or situations. Humour is a great way to be inclusive as well and you want to end with a call to action, offering advice while simultaneously calling on the reader to take the next step in their own journeys.
Other engaging pieces are on-page surveys, including different types of your blog posts like how-to’s, lists, among others and embedding different codes such as tweet buttons.

Engaging Headlines

The headline for your page is essentially your cover. If you have five seconds to impress, the best way to achieve it is by maximizing your headlines. You want them shareable, informative, and engaging. The more clicks, the better your rankings. You want your keywords in your headline as well as emotional and power words that resonate with your audience. Be careful however, as you also want it relevant to the topic of your page. Creating clickbait will only result in people bouncing away when they find the content unconnected to the headline.

Mobile-Friendly

With more people using their smartphones to access the internet, Google and other search engines are giving more weight to websites that are optimized for mobile. You want images to load fast and the content to wrap properly on the page so you don’t have it hanging off beyond the edge of the screen. The results of failing to do this is to watch your audience navigate away when they can’t read your website properly.

Sitemap

Everything is easier when you have a map. Your website is no different. Giving the map to the search engines before they try to view your site makes things faster and easier.

Off-Page

Your off-page efforts for SEO are performed to give your prospective audience an positive impression of your brand and business. These elements aren’t necessarily things you do on other sites.

Quality service

When you do a good job people will talk about it. When people are talking about it, you garner more business. By being the best in your market, people will only have good things to say, whether they are online or face-to-face. The best way to achieve this is to shift your thinking towards a benefit-focused style as opposed to a feature-focused style. Find out what your clients want and fill that need.

Customer Service

It isn’t just about your product or service, but the way you interact with your audience when they aren’t buying something. You customer service during these times will dictate how people view your brand. Ensure you and your staff are focused on being positive and helpful.

Fulfill intent

Your audience is searching. Discover the ext nature of what they are looking for and fill that need. Don’t assume they all want your product because you do.

Social media and other venues

When exploring this element, you need to search in the most unlikely places to find out what your audience is looking for: Social media, reddit forums, face-to-face meetings. It isn’t necessarily about links, but inviting others to see you as an authority. You do this by commenting on queries and sharing their content or answering their questions.

Content

Just as the content on your website is important, shareable content can help you connect with the right people. Infographics are a great way to get your brand shared.

Link building

It may not be as important as it used to be, but relevant links from other sources to your content helps show authority. There are programs that will accomplish this, though often you need to go to different aggregators to input your contact information.

The Process

After an initial consultation, you will be given a survey to determine the topics that you would like to rank first for. With those keywords in place will get your credentials for your website so we can start getting the best on-page efforts in place. We have many industry contacts to help us set up the off-page efforts to maximize your campaign.

Because search engines are always adjusting their algorithms, SEO is an ongoing effort. You need to be prepared to sometimes have your position fluctuate. It isn’t something you can set up once and then assume will work forever.

Additionally, other inbound marketing efforts such as PPC ads and social media marketing will help you rank well.

Our full service SEO clients also get a monthly report from Google Analytics to show where website visitors come from so you can adjust your efforts to maximize your budget. You also get a quarterly meeting with your account manager to discuss strategy and tactics.