Know what is broken before you fix it. Any legitimate SEO effort begins with a thorough examination of your online presence and discoverability.
A rankings audit will compile a comprehensive list of common keyphrases for your market and fetch your SERP for each. The furnished report will list each keyword with its respective ranking position before any optimization work is executed, establishing a clear before and after picture when measuring performance results.
Lifting the hood on your website is a fundamental step in understanding how your site is working, where it could improve, or uncovering critical issues that could negatively impact how search engines perceive your online presence. A deep crawl of your website along with the expert (human) assessment of issues can help unlock your website's potential.
Win over the search engines with a solid backlinking presence. Search engines will use numerous ranking factors to help appraise your ranking worthiness. Links from other authoritative websites provide a reliable signal to search engines that your website is authoritative and a credible resource to its users.
With a thorough audit of your website's online presence completed, it's time to take action. Use the output of your audit as inputs to your optimization approach.
Well thought out and executed keyword research is crucial to the success of any SEO effort. Knowing what your audience is looking for and discovering where opportunities reside to reach them makes all the difference in whether keyphrase rankings turn into real-world results.
Knowing the competitors in your market is key to developing a competitive SEO strategy. Competitor analysis uncovers their strengths against your weaknesses to help you better develop strategies to outrank the competition.
Don't forfeit great content. Adhering to structured data standards allow you to get the most out of your content when applying carefully-crafted schema markup - enabling search engines to understand your content better and present it favorably to their users.
You've lifted the hood, you've kicked the tires, and now it's time to fine-tune the engine. Ensuring your core web vitals are strong and your users have a great experience on any device will demand seasoned technical expertise to prime your website for search engine praise.
Helping search engines and users topically understand your content starts with exceptional page titles. Implementing keyword research, understanding users' search intent, and accurately representing your content with relevant page titles will significantly impact the performance of your page.
SEO it's not simply about ranking; it's also about getting people to click on your rankings. Along with page titles, this is where meta-descriptions play a decisive role. Exceptional wordsmithing results in accurate and persuasive descriptions of your webpage content.
Effectively integrating keywords and phrases throughout your continent is a bit of a honed and precise skill set. Better for all of us, the days of tricking the search engines are gladly behind us. The integration of key phrases must be natural to the end reader, deployed with sophistication, and ultimately effective in search.
Like search engines, don't forget that your website is also a visitor resource. Helping them understand where they can learn more about a dedicated topic or related topics is key to improving the user experience, behavioral flows, number of page views per session, and average time spent on your site. These are quality KPI's that will further extend the return on your SEO performance.
If your market is local, you might be missing the entire boat to overlook local citations. Ensuring your website shows up in all of the appropriate directories and registries for your industry is key to establishing a relevant presence in your market that will boost your SEO performance.
The best implementation of on-page SEO will not suffice if search engines do not perceive you as credible. One of the most effective ways to establish credibility is to build or earn authoritative (quality) links back to your website.
The initial SEO of your website is a fundamental first step in enhancing your online presence. Improve your online authority and gain maximum visibility with ongoing campaign strategies that take your SEO even further.
Become an authority that delights the search engines. Creating a well-planned content strategy will ensure your website is valued as a resource to search engine users; blogs, whitepapers, product guides or reviews, instructional videos or interviews (transcribed), press releases, announcements, and so much more. With so many content options, a strategic content campaign evaluates which content types will have the most significant impact on your online presence and how that content should be constructed so that you are not wasting effort but rather getting the best return on the strategy.
Whether your SEO campaign strategy requires creating new content or leveraging existing content, understanding how to get the most out of your website is crucial to its success. Topic clustering is one tactic sure to boost the relevance of your website and improve your topical authority in subject categories related to your domain expertise. Implementing these clusters takes deliberate and thoughtful implementation to be effective.
Some content can suffer from getting stale or downright outdated. Putting a microscope on your content (search engines certainly do) will allow for the scrutiny of context and relevance to an ever-evolving audience. Analyzing your content uncovers opportunities to update content to serve your ever-changing market better. How and where you apply these updates will make or break that content, so it's vital to ensure an experienced SEO guides that implementation.
Most website owners have tons of content they don't use or use online effectively. Whether brochures, presentations, podcasts or interviews, press releases, awards/award submissions, and so on, it's all content that can be transformed into an appropriate format for your website or other channels to give them new life. Knowing what content will have the most significant impact (and how and where that content should be transformed) is key to this tactic being worth the effort. Done poorly, you can burn a lot of time you can't get back. When done correctly, the return can be significant.
Google SERP Featuring
Local (Map) Pack
If you serve a local market, getting into Google's local pack is one of the most powerful SERP positions one can aspire to next to a first-place ranking. Deploy the right tactics to earn your position in the pack.
Also known as the Google Knowledge Panel found in the right rail of a SERP, these panels are designed to catch the user's attention. Typically used to furnish facts about a person, building, product, or company, these panels stand out and drive high CTRs to your website.
Are you getting the most out of your imagery? Does your website house a portfolio of products, projects, showrooms, etc.? An image Pack is a SERP feature that can increase your visibility and improve clicks to your website.
Is your site showing up in Google PAA (People Also Asked) SERP? The PAA panel, also known as Google Answers, is one the most clicked-on SERP features loved by search engine users. The right tactics can get your site in front of your audience as a credible authority.
Google Business Profile
If you serve a local market, optimizing your Google Business Profile makes a significant difference in how search engines and users discover you online. There is plenty you can do with your profile. Understanding the right strategy for your profile is a secret weapon every local business should have in their tool-belt.
Optimization + Testing = Rocketship
Advanced Performance Optimization
Bring SEO campaigns to their highest performance with advanced techniques only the most seasoned marketing wizards have mastered.
If any of your SEO'd content is designed for your users to take action, then CRO (Conversion Rate Optimization) is an indispensable tool to ensure you aren't missing opportunities to earn genuine engagement. Want more newsletter subscribers, contacts submissions, products sales, increased demo trials, more booked meetings, etc. Then understanding the users' experiences, behavior flows, and uncovering patterns is the actual science and craft of effective CRO that will improve the performance of your content.
If you want to outperform your competitors, try outdoing yourself first. A tried and true practice to increasing the performance of your content is to put it to the test - against itself. Making your content compete against itself, creating a minor change between two otherwise similar pages, allows opportunities to be unveiled where even the slightest tweaks can realize measurable improvements to a campaign.
Heatmaps are a powerful tool to help expose patterns in user behavior. Click maps and scroll maps are parts of the heatmap toolkit, and both reveal where users might be getting distracted or tripped up by your content. Are users clicking on your carefully placed CTAs? Are they filling out lead forms or scrolling below the fold to learn more? Don't assume your pages are optimized for performance; get the empirical data that tells you where to focus your improvements.
Remove the guesswork of how you believe users are engaging with your content and see for yourself. Great for cross-platform testing of your content, replay technology provides insights into how users qualitatively engage with your website from numerous devices and operating systems. This magic weapon removes your blind spots so you can make adjustments based on real-world user behaviors.
Know how your SEO performs over time and how your ongoing efforts impact performance. Are your strategies helping or harming your rankings, where are they moving the needle, and to what degree?
The initial audit of your online presence will benchmark your original key phrase rankings. Once the website is SEO'd and ongoing campaigns to improve ranking visibility is implemented, monitoring how well those efforts positively impact rankings is essential to validating or tweaking work. Understand what content is performing and what content does not contribute to discoverability. Tracking keyphrase positions can also alert if rankings begin to fall, allowing for a planned response to protect your online prowess.
Tracking your backlinks reveals where the most authoritative inbound links are coming from, what anchors are being used to send those links, and where backlinks may have fallen off. Monitoring backlinks as part of your online presence can reveal correlations between ranking improvements or dips.
Data will always tell you a story - Knowing what story it's telling you separates a good SEO strategist from an exceptional one. Optimizing your website is a formidable effort that takes time, patience, and skill. Measuring the efficacy of that work will undoubtedly require comprehensive analytics to demonstrate how well the SEO is working. Google Analytics and Google Search Console provide sprawling insights indispensable to an unintimidated and seasoned SEO specialist.
Social signals can help provide a broader picture of your online presence outside of traditional search channels.
Paid advertising (or PPC) often complements a well-integrated marketing strategy that drives performance from organic and paid channels.
Online reviews supercharge your local prowess. Know where your customers are giving you praise (or not).
Call tracking can be the greatest reward if you're willing to track it. See which campaigns generate the most call volume and quality touches.
Get A Free SEO Audit
A complimentary audit of your online presence will help you understand where your website stacks up in your market. As part of your free audit, you will receive a report that will furnish the following...
- Rankings Audit (see what keywords are ranking for your website)
- Website Audit (reveal how your website is helping or hurting you)
- Backlink Audit (discover your website backlinks authority)
- Competitor Audit (learn who your strongest competitors are in your market)
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