In the past, almost all businesses had a brick and mortar location. In the pre-Internet dark ages, business owners had to get people to come to their stores, which they accomplished with print, radio and TV ads, as well as word of mouth and foot traffic of passersby. In that era, the mantra “location, location, location” was widely accepted.
In fact, the phrase is true today as well. The location just happens to be a listing on a search engine results page (SERP). And the way to get there? Search engine optimization (SEO). Effective search engine optimization companies put in the research and work to really understand how to help a business rank at the prime positions on those pages.
SERPs are the pages that list results when a consumer conducts a search on Google or other search engines. But let’s face it, Google is pretty much king when people think of where to get any information. We Google everything. If a person poses a question, someone is googling for an answer. If someone is unsure what another person is talking about, he/she can discreetly Google the subject and seem like they are “in the know” as much as everyone else.
Simply put, we search Google to find information about everything, including products and services.
We are also impatient, so we typically choose the first result that seems to best match what we are looking for. This fact means that business owners who want to be found on the web have to be competitive.
Search engines have become increasingly sophisticated over the years. They need to be able to quickly interpret what a website is all about so that they can match user searches with website content. SEO uses various techniques to adapt to rules and algorithms that change constantly, to help search engines sort out what your web pages are about.
While the premise of SEO is simple, with the many elements involved, acquiring SEO services from a recognized SEO firm can give you a real advantage. An online marketing agency can also help ensure that you engage in only White Hat SEO.
What is White Hat SEO? White hat SEO refers to using accepted strategies that are approved by the major search engines to get your pages ranked high on the search engine results pages. These methods include making sure that your site is mobile-friendly, your content is high-quality, and that your keywords and metadata are used properly.
What is Black Hat SEO? Black hat SEO refers to the use of unethical and misleading tactics that can cause Google and other search engines to penalize your site in search results. Black hat techniques include keyword stuffing, cloaking, invisible text, duplicate content, and paid links.
SEO is a means to long-term success on SERPs, so make sure you find a reputable search engine optimization company that uses white hat tactics to help your pages rank.
Mobile friendliness is very important today, as Google uses this factor specifically to determine rank. If your site is difficult to navigate on mobile, the chances of your site showing up in the top results are lower. This is true for desktop also, but Google’s algorithms employ a “mobile-first” ranking system. In addition to easy navigation, search engines also want your pages to load quickly because again, we are impatient. Any search engine optimization company will tell you that keeping your site-tech up to date and secure is very important for good rankings.
Content marketing has been a focus of companies for quite some time. Some optimized content that is very appealing and valuable can continue to rank well for a long time without additional effort on your part. However, as mentioned, best practices change over time and the content optimization should keep up with those changes.
Purchasing links is unacceptable to search engines like Google and you could be penalized. Your SEO company can help you develop a link building strategy that, over time, will help build the authority and rank of your pages.
Like SEO, the goal of paid search advertising (also referred to as pay-per-click or PPC) is to get more traffic to your site. The main difference is that with paid advertising, you are paying for every single visitor who arrives at your site after clicking on a paid search ad.
Studies have shown that if a company shows up in both paid and organic results on a page, the likelihood of a user clicking through to their site is higher. In addition, some keywords are very competitive: meaning that a lot of different companies are trying to rank for them. Pay-per-click advertising can help you make headway with those harder-to-win keywords.
Although paid search ads and organic search results appear on the same page, they are significantly different. PPC ads are purchased based on “bids” and vary according to the competition. They are generally at the very top and bottom of the page and are denoted as ads. Every time these PPC links are clicked, the advertiser pays a fee.
Consumers are smarter than they’ve ever been and spend more time looking for information. You likely have potential customers visiting your site before they are ready to make a purchase. If they leave your site and you take no steps to get them back, they may end up purchasing someplace else eventually. A form of paid advertising called display advertising has the ability to keep your products or services top-of-mind for the potential customer, and even nudge them back to your site. Display ads can be images or videos shown on the sides of the SERPs. They can be used in remarketing efforts on different platforms than standard SERPs.
An SEO agency will perform an SEO audit of your website. Then, they will do keyword research to learn the relevant keywords for your market niche. The next step is to help you develop an individualized internet marketing strategy.
The SEO tactics employed will be chosen based on your company’s goals, budget, and audience. For example, if you are a B2B company, your target audience might be most likely found on a social media platform like LinkedIn. If you are a clothing company for young people, you might want to run campaigns on Instagram.
At VIEWS, we know you are expecting a lot from your search engine optimization company. Our methodology for creating an SEO-informed information architecture, combined with comprehensive on-page optimization can help you rank in the first pages of the search engines in your industry.
Let us take you through an overview of the search volume in your industry and create a custom forecast of the amount of increased visitor volume you could expect from SEO strategy implementation – all backed up by highly successful case studies, of course. Contact us today to get started!