SEO (search engine optimization) is a strategy necessary for every company's inbound efforts. Without an effective SEO strategy, it will be a challenge for your audience to find you, and growing your business may flounder. Here at SMB Advisors, we provide comprehensive SEO services tailored to the unique needs of each individual client with an emphasis on obtaining a high ROI (return on investment).
Some business owners may not realize that SEO is measurable against your bottom line. While SEO is essential to your inbound marketing strategy, it also influences your ROI SEO has an impact on your bottom line, and it's an impact you'll want to track to make sure the money you're putting into your SEO efforts is translating into results.
One of the main goals of SEO is to draw more traffic to your website. However, simply increasing the number of website visitors does not make an SEO strategy a success. Website traffic does not automatically translate to sales. There are many other factors to consider once someone arrives on your page.
For example, if you have the wrong SEO strategy in place, you may be attracting poor quality leads to your site. They may realize your site has nothing to offer to them the moment they arrive on your page and will simply leave. This could hurt your bounce rate, which could affect your rankings, thereby actually hurting your SEO.
Instead of basing your SEO success on the amount of traffic your website is getting, determine how that traffic is improving other elements of your inbound strategy. Is the increase in traffic directly affecting an increase in conversions? What is the ratio of new visitors to sales? This is the kind of data we will evaluate to assess the quality of the traffic you're attracting, and how your SEO efforts are impacting your bottom line.
SEO is much more than just sprinkling in a few keywords throughout your website. We offer comprehensive SEO services split across all three traditional SEO fields, which include the following:
Onpage technical SEO refers to the technical aspects of your website that can affect your page rankings. For example, making sure that your webpages load properly and quickly has a major impact on your ranking. Slow loading pages will result in a high bounce rate and hurt your ranking. This also means making your site mobile-friendly so that it can load and be displayed properly on mobile devices.
Making sure that your site has user-friendly navigation will also help your onpage technical SEO. The easier it is for a user to navigate, the easier it is for search engines to navigate. If you have poor site structure, search engines may miss pages and damage your ranking. Technical elements that will improve your site structure include the use of optimized internal links and breadcrumbs.
On-page creative SEO is where your keywords come into play. Competitive and relevant keywords should be used naturally throughout your main content as well as in your anchor text, titles, H1 and H2 tags, meta descriptions, and meta titles. By implementing a strong onpage creative SEO strategy, you'll not only make it easier to attract high-quality leads to your site, but you'll make it easy for search engines like Google to determine what your content is about and to rank it accordingly.
Off-page SEO is a strategy that helps your website earn more organic traffic through your off-page efforts. Things like maintaining a social media presence can help bring in more traffic. This can be done by simply having your website linked from all of your social media pages as well as by promoting content on your website through your social channels.
Another major off-page SEO tactic is link building. This involves earning links to your website. Google and other search engines take the links you've earned from high-quality sources as evidence that your content is of high quality, which, in turn, results in page ranking boosts. Promoting content on social media is a good way to do this since this can help provide exposure to other sites who may share those links. Writing guest blogs can also help earn more external links. Submitting your NAP (name, address, and phone number) to various local directories, such as Yelp or Angie's List, is another way to help boost your offpage SEO as well.
We believe that SEO strategies are most effective when they are carefully planned out and continuously being improved. It's why we use an iterative feedback loop that begins with the detailed planning of an SEO strategy before being implemented and then monitored and repeated.
The first thing we will do is evaluate your existing SEO strategy and inbound marketing strategy as a whole. This includes performing a complete website audit to get an idea of what shape your technical SEO is in. We will also perform substantial research to identify and collect high-quality and relevant keywords that will help your webpages rank better. This research includes finding out what keywords you're currently ranking for, what keywords have shown the most past success, and what keywords your direct competitors are ranking for.
We will put together an SEO strategy based on your needs (taking into account your existing SEO efforts and inbound strategy) and implement it. Once we've launched your SEO strategy, we will monitor it. This means tracking certain metrics, such as keyword rankings, total visits to every page, unique visits, bounce rate, conversions, traffic generated from external links, and more.
Using the information we've obtained by monitoring your SEO efforts, we will continue to evaluate your strategy, conduct research, and make adjustments to continually strengthen your SEO.
One of the main reasons why we practice an iterative feedback loop when it comes to SEO is because we believe that SEO is a long-term strategy, not a short-term one.
A company that views SEO as a short-term strategy will be satisfied by immediate traffic that a new piece of content may garner over a few days. This traffic may even result in a few conversions or sales. However, it could peter out completely to the point where nobody visits the page after a week. Long-term SEO is about steadily gaining more and more traffic over a longer period of time instead of one-time spikes.
Black hat techniques are often employed by businesses with short-term SEO goals. For example, stuffing content with keywords to try and fool search engines or buying external links instead of earning them. These methods are frowned upon for good reason--they're not honest and they hurt the quality of your content. While you might get a boost in web traffic by employing such tactics, it's empty traffic that won't convert once visitors see that your content is not good. What’s worse, if you're caught, you'll be penalized and may even be removed from SERPs (search engine results pages) altogether.
Google is constantly adjusting its algorithm and updating it to improve their search engine. They do this to counteract new black hat techniques as well as to improve their search engine. Our SEO strategy is based on Google's current algorithm to ensure the best results.
It's important to understand how Google's algorithm works and to stay up-to-date with any changes they make. As Google's algorithm evolves, so must your SEO strategy. This is because what may have worked at first may not work after Google updates its algorithm. Take for example keyword stuffing. It was a black hat strategy that worked very well back in the day. Google realized what was happening and updated their algorithm so that it could identify keyword stuffing and penalize it.
The main reason Google is constantly updating its algorithm is that they are constantly trying to improve their search engine. If they didn't do this, a competing search engine would overtake them. The way they improve their search engine is by looking for new ways to identify high-quality content and to make it easier for their search engine to provide users with more accurate results that are relevant to their queries.
Not only do we stay up to date on Google's algorithm updates, we make a concerted effort to stay ahead of the curve. The only way to do this is to create and implement a long-term SEO strategy that complements your content marketing strategy--not the other way around. Although Google may make regular changes, one thing will remain constant--Google's desire to identify good, relevant content. As long as the creation of good, relevant content is the foundation of your SEO strategy, we'll be able to help you stay relevant and outstanding so that your SEO rankings won't suddenly drop as a result of an algorithm update.
SEO is a strategy that works most effectively as a complement to your other inbound efforts. If you have a poor content marketing or social media marketing strategy, it won't matter how strong your SEO strategy is, it won't help. It also means that if you don't build your SEO strategy to tie in with your other inbound efforts, it's not going to do you much good either. We look at inbound marketing as a holistic strategy of which your SEO efforts are an important element.
Let’s face it, SEO has become a frequently used buzzword that gets thrown around left, right and center.