What is SEO?
In essence, search engine optimization (or “SEO” for short) is the practice of structuring online content to be found organically by people who use specific search terms to find what they are looking for. The organic part is a reference to the idea that this content is not being backed by paid advertising – it is being ranked by the search engine as valuable for a specific set of key terms and phrases.
The most relevant content should, in theory, be ranked the highest. Of course, relevancy is in the eyes of the search engine. Search engine optimization is a set of best practices that can be used in order to structure the content in a way that tells search engines that it is in fact, relevant for a specific set of search terms (also known as keywords).
What are the Benefits of SEO?
There are many benefits to ranking on the first page of Google (or which ever search engine is the favorite of our particular audience). The most basic principles in digital marketing say that the more people you can get to your website, the higher your chances are of converting them into leads. More traffic means more leads.
Of course, some website visitors are going to be more qualified than others. This is where strategy comes in.
Ranking well in search for keywords that are not related to your business means that you will generate traffic, but it probably won’t convert. However, ranking well in search for your highest-value keywords means that you will be generating qualified traffic, which is much more valuable for driving ROI.
This is why the best SEO is all about defining your highest-value keywords (things that are related to your core product or service offerings) and crafting stellar content around those search terms in order to be found when your potential customers are looking for what you offer.
How Can Hearst Bay Area Help You Improve Your SEO?
Through Search Engine Optimization, we’ll improve the volume and quality of the traffic that comes to your site from major search engines via “organic” (free or natural) results.
For all the effort you put into maintaining your business website, you want to make sure prospective customers can find it quickly and easily. 80% of all search engine clicks are generated from organic results.
We work with you to rank your site as high as possible in search results by optimizing your site’s:
- Keywords
- Title Tags
- Page Configuration
- and much more!
Our SEO Process
Content Creation & Optimization
Whether you have an existing site or you are looking for help optimizing a new site, our process starts with the content. We’ll take a look at your current keyword strategy – and if you don’t have one, we’ll help create one for you. We’ll look at everything from on-page keyword density, to how your meta descriptions are set up, and how your tags and headers are structured to make sure that they are optimized for search.
- Keyword Density – we balance quantity of keywords with quality of copy, and use of related phrases, to achieve a strong user experience and optimal rankings.
- Meta Description Development – we create a compelling description with the following key information in approximately 160 characters – company name, top service, special, if applicable and a call to action.
- Tag Development – we create concise, strategic tags focused on your geo and target keywords placed closer to the beginning of the title tag for optimal impact on rankings.
Local Maps & Link Optimization
The next step is to optimize your local listings and take a look at your inbound links. Claiming your profile on sites like Yahoo! Local, Bing Local, and other directories then add specific types of content to improve search engine rankings
- Local Maps Optimization – we create your profile by carefully selecting your top service categories and serving area radius, and by adding keyword-rich and relevant content like testimonials, photos and videos to improve your ranking on the search engines.
- Local Inbound Linking – we hand pick the most authoritative and respected local directory sites on the web and gradually claim, build out, and add inbound links to your website to ensure they have the highest impact on your organic rankings.
Content Distribution
In order to make sure that your online presence is continuously growing, we’ll create and share original content about your products or services and post them to industry-specific sites, news aggregators, and social media in order to expand your reach and build brand awareness.
Technical SEO
The last piece of the puzzle is implementing more technical components of SEO (like backend coding to enhance site structure optimization and installing Google Webmaster Tools to help gauge performance).
- Site Speed Optimization – we perform ongoing speed performance tests and make any enhancements necessary like reducing image file sizes and organizing code in a way that is easier for web browsers to load.
- Site Structure Optimization – we organize your site using various techniques like 1) using page names with common search keywords, 2) linking between pages and 3) an even number of pages for each section of your site.
- Google Webmasters Tools Implementation – we implement this tracking tool as soon as we launch your campaign to identify any site errors and optimization opportunities as early as possible.
Advanced Service Level Reporting: What You Can Expect
SEO is an ongoing process – once we have laid the foundation, the next phase is the continued management of current pages and the expansion of the strategy to generate backlinks and get pages ranking for more and more relevant keywords.
- Campaign Strategy Call – Introduction to SEO Strategist. Strategist performs an audit to gather information about the client – goals, competition, keywords. Then the strategist kicks off the program.
- Monthly Reports – The strategist provides a report each month that includes the activity performed, rankings, outlines future tactics and opportunities.
- Calls – Calls between the strategist and client as a monthly check in and any questions or updates through the month.
Your Brand May Be Great, But You Will Fall Behind Your Competition If Your Customers Don’t Know You Exist…
Having great SEO is all about understanding your customer, your competition, your industry, and yourself.
In order to make money online, you need to have a plan for increasing your organic search rankings, based on the keywords that people who need your products and services are using. If this sounds complicated and you feel a little overwhelmed, don’t worry – you’re not alone.
Our team of professionals are happy to walk you through process of building your online presence through search engine optimization. Fill out the form to get in contact today.