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SEARCH ENGINE OPTIMIZATION (SEO)

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How SEO Generates Business 

Think about how many times a day you type a term or phrase into a search engine like Google, looking for information or something you need to buy. It is how you find a local barber with open appointments, decide where to eat, or settle a dispute about who won the 1945 World Series (Detroit Tigers!).

Now think about how often you scroll past the top 5 results or even jump to the second page of results.  Statistically speaking, only 50% of people go past the first three results, and a mere 9% visit the second page of search results. Beyond the second page, the percentage of visitors plummets.

If your site is stuck on the second page or below for the terms your prospects are search for, those individuals aren’t going to find it.  

SEO can ensure that your site appears on the first page of results when customers search for keywords that you’re targeting.

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How SEO Works

Google and Bing have sophisticated algorithms that analyze websites and determine how well each meets the needs of any given search term.

As their technology has developed and become smarter, there’s no longer an effective way to “game” the system, but there are plenty of ways to make sure you give the search engines what they’re looking for in order to highly rank you.

SEO is simply the process of making sure that all the details that search engines like to see are in place.

From reader-friendly content that is original and informative to complementary images to metadata to high-quality incoming links, there are a variety of things that can be optimized to improve your website and increase search engine rankings.

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Gotta Have Smart SEO Strategies

Different SEO strategies will best deliver what you need, depending on whether you’re targeting a local or national audience, and if you’re looking for sales-ready buyers or leads who’ve just begun searching.  

National SEO takes a bit of patience, but once you’re ranking at a national level you’ll have a reliable, steady supply of leads. If you sell high volume or high dollar value products or services to a regional or national audience, national SEO may be an ideal strategy for you. 

You can also use SEO to attract prospects who are still exploring their options and not yet ready to buy. If you can capture these prospects early on and nurture them through their path to purchase, you’ll have access to many additional leads you may have otherwise missed.

We specialize in creating custom SEO strategies that are designed to improve your weaknesses, maximize your strengths, and help you connect with customers.

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The 4 Pillars of SEO

The four key areas of SEO that site owners need to consider are:

  • Technical SEO: How well your content can be crawled and indexed.
  • Content: Having the most relevant and best answers to a prospect’s question.
  • On-Site SEO: The optimization of your content and HTML.
  • Off-Site SEO: Building authority to ensure Google stacks the deck in your favor.

Technical SEO

Technical SEO can seem a little intimidating, but really, what we are talking about is ensuring that a search engine can read your content and explore your site. 

On-Site SEO optimization

Your website should be optimized as a whole and at an individual page level. There is some crossover here from your technical SEO, and you want to start with a well-structured content hierarchy for your site.

Content

Your website is really just a wrapper for your content. Your content tells prospects what you do, where you do it, who you have done it for, and why someone should use your business. 

Off-Site Authority Building

Building your authority, in large part, involves link building. Links are still a crucial component to developing strong organic rankings; however, links can be the hardest part of SEO to get right.

On-and-Off-Page-SEO
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