What Is SEO?
Search Engine Optimization, or SEO, refers to how your website ranks on search engines—primarily Google.
Search Engine Optimization (SEO)
The method for organically improving visibility and ranking on Search Engine Results Pages (SERPs) to increase website traffic
Having a website without SEO is like purchasing billboard space in the middle of the desert. Nobody is going to see it. Your website can be your best-performing sales team member if you get your SEO right.
Content Is King
The phrase “content is king” is especially true for SEO. Without great content, your website may never reach the SEO goals you’re trying to achieve. With our SEO service, we help clients develop their existing content and turn it into keyword-rich, intentional, and actionable content that your users (and Google) will love.
Google Measures Expertise, Authority, and Trustworthiness (E-A-T)
SEO is a beast that you must feed constantly, so this acronym is very appropriate. Keep in mind that you should write your content for your audience, not Google. Creating quality content relevant to what our customers are searching for is the best approach.
Your authority on a topic improves as the number of links to your content increase. If other quality websites reference your pages and articles, then the logical conclusion is that you know what you’re talking about on the given subject. Guest posting on other influential blogs is another great tactic.
For trustworthiness, transparency, visibility, and consistency are key. Some basic steps include:
- Displaying your physical address on your site; make sure it matches your GMB (Google My Business) listing
- Make it easy for visitors to contact you
- Display author bios on articles
- Consider getting listed on trust-building sites such as the Better Business Bureau
- Get reviews
Content Isn’t the Only Part of Your Website That Matters for Improving SEO
Many factors impact your rank on SERPs, from how fast your web pages load on mobile and desktop to the unseen metadata behind each page. Google even considers how accessible your website is.
It’s crucial to address all these factors during the optimization planning stage of your new website project. But it doesn’t stop there. Remember, Google needs to E-A-T. Continue to develop and promote your quality content. Even updating your previously published articles has great SEO value.
Essential factors for good SEO:
- Quality, relevant content
- Fast page load times
- Update content regularly
- Link out to quality websites
- Get quality websites to link to your content
- Relevant metadata
- Structure your content appropriately
Black Hat vs. White Hat SEO
Improving your SEO isn’t done overnight. It takes a focused optimization strategy.
There are two types of SEO approaches that people will take when tackling a website’s optimization strategy. Black hat SEO is deceptive by nature and uses unapproved tactics. Things like keyword stuffing and duplicate content are two examples of poor (black hat) SEO tactics. On the other hand, White hat SEO strategies are tactics approved and encouraged by the search engines. Tactics such as writing relevant content, using relevant links, correctly labeling images, etc., are approved SEO tactics that will reap beneficial results in your site’s rankings
How To Get Started With SEO
SEO is a web term most people recognize, but many don’t know how to achieve their optimization goals.
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu
The first step to improving your SEO should start with an optimization strategy. You’ll see noticeable results in your site’s rankings when you have an optimization strategy in place using proper white hat SEO tactics. As a communications agency, we’re accustomed to generating optimized content, creating the website structure, and promoting the website content through marketing.