Roadmap to SEO

“Do not optimize your website for search engines; optimize your website for visitors”.
This statement was made by google’s SEO team a few years ago and is our guiding principle still.

Gone are the days when so-called SEO ‘experts’ were able to influence search engine result pages (SERPs) by way of hidden keywords, fake incoming links and other tricks. Instead, artificial intelligence today easily detects and promotes authoritative content, while penalizing sites that try to cheat. Even bad grammar, typos or simply irrelevant copy may raise red flags.

SEO affects all aspects of your website and beyond. We differentiate between “on-site” and “off-site” SEO and our efforts range from code and content optimizations to advertising and marketing. As such, SEO is an on-going process that may last years, with a minimum of 60-90 days recommended, in order to show results.

For advertising and marketing, we typically refer to (your) in-house specialists (if available) or third-party vendors, because our work may heavily rely on and relate to their efforts. But we are happy to explore custom solutions and look forward to working out an agreement specific to your needs.

Analysis

We dissect and review source code and content of your site, even if we built it ourselves.

We check your analytics, discuss your goals and canvas your competition.

While we’re at it, we keep track of current search results and rankings to make sure we have a standard and status quo to compare to later.

And, yes, different websites may have different goals and we keep that in mind as we build, manage and optimize your SEO campaign.

Strategy

Based on your goals and our analysis, we devise an SEO campaign strategy that may include advertising, custom landing pages or some good old PR in order to get valuable back-links.

Keyword Exploration and Research

We spend a lot of time figuring out the best keywords to rank for. While this may seem simple, it’s actually quite complex, as the most obvious keywords may often be too ambitious while some low-hanging fruits (easy keywords) don’t appear obvious at all. There is a balance of search quantity, keyword quality and complexity as well as competition to be considered.

Performance

We will check your website’s performance and will try to improve it as much as we can, even if we built it our selves.

Consider technology advances since the time we built your site as well as campaign-specific enhancements and a more a more focused effort to tickle the most out of your website for SEO purposes.

Oftentimes, it will require an upgraded hosting service or other third-party tools in order to shave off valuable milliseconds.

Content

Content will require ongoing TLC. That is not only because content is by far the most important aspect of SEO but because changes in SEO results or in your business strategy and the competitive field may offer new opportunities or directions.

Search engines also like to see a website well maintained. High maintenance is often a sign that the site owners care. So we don’t worry if text changes or grammar is adjusted. In fact we want to spend more time adding and modifying content to become the more authoritative in the future.

Landing pages

Based on the strategy and the keyword research, as well analytics analysis, we often recommend custom landing pages that allow us to target more specifically certain keywords and phrases and provide the user with more specific details about a given service or product. Remember, this entire SEO effort is all about the user and their satisfaction in finding the answers to their search query.

Social engagement

Google et al parse links and count mentions of keywords and track them back to your website. So your social media engagement very much effects search results. Whether or not you are active on Twitter, Facebook, IG, Snapchat, TikTok or other social media channels, we can assist you in order to promote your presence and sharpen your image online.

Note: social engagement is most likely outsourced to respectable and reliable third-party vendors if you don’t have the resources to engage yourself.

Third party tools

To better analyze, track and report on your SEO campaign, we connect your site with existing third-party accounts that you may or may not have already set up (if not, we can help with that, too.)

These tools include Google’s Search Console, Google Analytics, Google Business, bing webmaster tools, etc. There’s a plethora of tools and services to connect to and we can certainly discuss what’s most important to you and your business.

Campaign

Finally, we setup an SEO campaign with third-party online service MOZ.com. Their tools offer valuable information concerning all aspects of SEO. For example, we can review Incoming links including newly discovered links as well as lost links; compare link profiles with those of your competitors; check the spam score of your site; create lists with links to sites from where YOU’ll want incoming links; and more. Most importantly, their reporting tools provide continuous data streams that inform us about the progress, success or issues with your campaign.

As we see your rankings improve, and content and competition changes, we will use those reports and analyses to fine-tune and optimize your SEO campaign and hopefully lead to more sales and success with your business.

DISCLAIMER: the information above does not represent a contractual agreement of work, does not define a specific scope of work and is subject to change.

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