There are many ways to understand SEO (Search Engine Optimization), so let’s break it down to to something practical & easy to understand. The most important thing that we can do is educate you as much as possible so you understand this lead hungry marketing avenue.
Search Engine Optimization (SEO) is a website’s popularity contest. The more popular your website is, the better you rank in the Search Engine Google & Bing. Google is currently the most popular search engine that currently harnesses 86% of all search, with Bing and Yahoo coming in a distant 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 will translate into more potential customers. So, a good example of this is say one day a customer’s sink clogs and they need a plumber. The first thing the average customer will do is go to their mobile device or computer and search for “Plumber in Phoenix” and the businesses that would get the most visibility would 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 on the search engines because a credible source is vouching for them.
You see the popularity contest now right? The more of these you get the more “popular” your site is viewed by the search engines.
Beyond the simple popularity factor you also need to optimize your “on-site” factors. Getting credible sources to talk about your website is in the “off-site” category. On-site and off-site are like love and marriage as the old song goes. Without each one optimized correctly the site will not achieve success on the search engines.
Some of the on-site requirements include; title tags, meta tags, loading speed of your website, the way your website content is structured, how seasoned the domain is, etc these are some of the first steps taken during an SEO campaign.
Some of the off-site factors include; how many websites that talk about your website, the popularity of those website, your online brand reputation, reviews, how the content about your business is written, etc. If all these factors and more are better than your competition, then you will rank better. And by ranking better, you get more visibility and business.
In the SEO world there is one constant: Change is Good
The content, website structure, navigation, number of pages and many other page level factors are important to change. If you don’t adapt in the SEO world you will not be successful. One of the main differences between us and big mass market SEO firms is 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 we were able to bring his anchor text density to a level that after two weeks of tinkering finally pushed his page onto that all important first page.
If you are working with a big firm with “hundreds” of clients. Chances are a low level employee is using a pre-prescribed 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.
For those of you at this level in the SEO world you have probably read about domain authority and page authority, your probably familiar with pagerank and all the basics of SEO. But if you truly want to understand how ranking better works you need to dive into what Google is looking for. Here are some expert tips.
- The number of referring domains to your site is increasing in importance as of the date of this writing. Why is this? It’s very simple for websites to get lots of backlinks, its very tough for those backlinks to all be from individual websites (referring domains) without real effort being made by the site to put themselves out their on the web. This makes very logical sense.
- Having a strong topical optimization strategy. The goal of topical optimization is to effectively write about a topic, concept, or subjectrather than trying to work around just one keyword. This will help make your content more effective in reaching more people, mostly due to increased traffic from “long tail” searches about that industry topic.
- Having relevant links is becoming a game changer. Does your remodeling business have a link from a page about quantum molecular theory? (we’ve seen this once not kidding) While the search engine may pass a small amount of value to you if the site has enough authority. Nothing screams higher rankings like getting a link from a DIY remodel website that correlates to your industry.
Does this sound like a lot of work to do? Do you the business have time to figure all this out? If the answer is no to these questions contact us the Southwest SEO Agency and we can find a solution for your business today.