SEO & Your Business: Be the Top Gun

There are many ways to understand SEO (Search Engine Optimization), so let’s break it down to something practical & easy to understand. The most important thing that we can do is educate you as much as possible so you can fully understand this lead-hungry marketing avenue.

Beginner level

Search Engine Optimization (SEO) is essentially a website popularity contest. The more popular your website is, the better you rank in Google and Bing search engines. Google is currently the most popular search engine that harnesses 86% of all searches, with Bing and Yahoo trailing behind as 2nd and 3rd.  It is advantageous for every business owner to rank well on these platforms because the higher you rank, the more visibility you get. This naturally translates into more potential customers.

Here’s an example.

Say one day a customer’s sink clogs and they need a plumber. The first thing the average customer will do is grab their mobile device or computer and search for “plumber in Phoenix”. The businesses that have the most visibility will be on the front page.

How this works is simple.

Joe’s Plumbing is attempting to rank better on Google to capture that “plumber in Phoenix” search. Joe’s Plumbing gets an article about his business published on the Arizona Republic newspaper website. Search engine spiders are aware that the Republic’s newspaper is a credible source. They find the information about his business on their site and draw the conclusion that they should move Joe’s Plumbing up a little bit in search results because a credible source is vouching for them.

You see the popularity contest now, right? The more credible votes you get, the more “popular” your site is viewed by the search engines.

Intermediate level

Besides aiming at the ‘’popularity’’ factor, you also need to optimize your “on-site” factors. Getting credible sources to talk about your website falls into the “off-site” category. On-site and off-site are like love and marriage, as the old song goes. For a site to achieve a smashing search engine success, both have to be optimized correctly.

Some of the on-site requirements include: Title Tags, Meta Tags, your website’s loading speed, the way your website content is structured, how seasoned the domain is, etc. Optimizing these is one of the first steps taken during an SEO campaign.

Some of the off-site factors include: the number of websites that talk about your website, the popularity and authoritativeness of those websites, your online brand reputation, reviews, etc. If you outdo your competition based on these and other factors, you will rank better. And by ranking better, you will get more visibility and ultimately – more business.

Expert level 

In the SEO world, there is one constant: Change is good. 

When it comes to change, the content, website structure, navigation, number of pages and many other page-level factors are vital. If you don’t adapt in the SEO world (and do it quickly), you can forget about success.

One of the main differences between us and big mass-market SEO firms is that we actually test different theories. For example, we had a client that was just stuck on page two and had tried multiple SEO vendors. After testing a few on-site methods and two-weeks’ tinkering with anchor text, we finally got the breakthrough to the all-important first page.

If you are working with a big firm with “hundreds” of clients, chances are that a low-level employee is rehashing a formula they haven’t changed since 2014. We wouldn’t bet that they are going to take the time and care to do what needs to be done to make your campaign a success.

Expert insights

Those of you who have reached this level of SEO have probably read about domain authority (DA) and page authority (PA), and you’re probably familiar with PageRank and other basics of SEO. That’s all fine, but if you really want to understand the mechanisms behind ranking, you need to dive into what Google is looking for. Here are some insights from SEO mavens.

  1. The number of referring domains to your site is increasing in importance as you read this. Why is this?
  2. Having a strong topical optimization strategy is SEO-savvy. The goal of topical optimization is to write about a topic, concept, or subjectin a broader sense, rather than trying to work around just one keyword. This will help make your content more effective in reaching more people, mostly due to the increased traffic from “long tail” keyword searches.
  3. Having relevant links is becoming a game changer. Does your remodeling business have a link from a page about quantum molecular theory? We’ve actually seen this once. Not kidding. The search engine may pass a small amount of value to you if the referring site has enough authority. Still, nothing screams higher rankings like getting a link from a DIY remodel website that naturally correlates with your industry.

Does this sound easy? Do you think you will have the time to figure all this out on your own? If your answer to these questions is no, contact the Southwest SEO Agency and we can find a solution for your business today!