Implementing a Comprehensive SEO Strategy

Many businesses do portions of SEO well. Perhaps you’ve worked with a marketing agency or an in-house team to improve your website content. Or maybe your web developer has spent time optimizing the back-end of the site to perform well. Maybe you’ve even invested time in getting backlinks for your site.

Continually improving your search engine rankings, though, requires implementation of a well-rounded SEO strategy.

On-page SEO

In the most basic sense, on-page SEO refers to those elements you can control on pages of your website. In order to optimize the content of your website for search engines, we first must do some research to determine:

What keywords are your target audience searching for?
What keywords are your competitors ranking for, and which keywords are providing them with the most organic traffic?
How difficult are each of these keywords to rank for?
What is the average search volume for each of these?

Once we have established a solid keyword list, the next step is to outline the content of your website and consider what pages should be the cornerstone pages for each keyword cluster or topic. Then, we use industry best practice to fine-tune the content of each cornerstone page, including:

Meta title and description tags
H (heading) tags
Image optimization

Finally, we work to build out content (blog posts, resources, articles) to supplement and internally link back to the cornerstone pages. This helps tell search engines which topics and which pages of your website are most important.

Off-page SEO

On-page SEO alone will only get you so far in search engine rankings. To show Google and other search engines that your brand is established and well-trusted, we need to grow its digital presence beyond just your own domain.

Online Directories

We work with our clients to get their websites listed in trusted online directories. Some of these are obvious and not necessarily industry-specific, such as Yelp or Expertise.com, while others may be listings of top service providers in their specific sector.

Quality Sharable Content

Another way to build backlinks to your site is by creating valuable content that you encourage others to share. This could include statistics, research, analysis, infographics, cheatsheets, or tools like online calculators. Creating quality content not only encourages users to return to your site but also provides numerous off-page SEO opportunities.

Social Media Marketing

Regular, engaging posts on social media keep your brand top-of-mind when people are searching for the service or product you provide. Moreover, having a following on social media signals that your brand is trustworthy, relatable, and relevant.

Industry Influencers

Consider what websites are the most trusted sources of news and reviews for your industry. It may seem like a long shot to get a backlink from a high-profile magazine, but even getting one mention can be incredibly valuable. Did your business recently re-brand, open a new location, change leadership, or release a new product line? Submit a press release to any relevant online journals.