SEARCH ENGINE OPTIMIZATION

What Is Search Engine Optimization?

Search Engine Optimization (SEO) is the process of improving content and technical components of your website and local listings in order rank better in the “organic” section of search engine results pages (SERPS). It is the process of being found in search.

 

Why SEO Matters & What to Watch

From our experience, most websites receive 50% or more of their traffic from organic search results. Listings which appear higher on the page typically receive the most traffic, and if you aren’t on the first page, you’re almost not there at all given most searchers never go beyond the first page of search results. Although much work may be required to improve rankings, this is a slower process but benefits from having no hard cost associated with your “organic” traffic. 

There’s a lot more to consider than just your website given the rise of local listings on the search engine results page and within searches on maps platforms.  These listings drive tens of thousands of calls a month for many chain businesses.  The rise of voice assistants adds an additional layer as this technology is softly training users to search differently.

 

Our Approach to SEO

Improving organic rankings is often research-intensive, but a prerequisite is identification of missed opportunities and creating website content and experiences which fulfill that need. This can happen alongside improvements resulting from technical audits of the website.

In addition to our thorough research process to identify organic content opportunities, one of the biggest advantages we bring to the table is an understanding of the relationship between organic search and paid search. It is imperative to learn the incrementality of top paid keywords which appear alongside organic rankings. In other words, it is essential to know whether you are paying for traffic you would have received for free. Conversely, successful paid keywords when there is a lack of organic presence can indicate the need for website content or better on-page optimization around those topics.  

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