SEO Service Components
Before you can do SEO on your website, you need to know what keywords people are using to find the products and services that you offer. The deliverable for our keyword research component is a spreadsheet of profitable keywords in your industry. This spreadsheet includes recommendations on which page should be optimized for each keyword.
Technical SEO includes an analysis of your website’s load speed, content, link structure, meta tags, and other on-site SEO factors. Our goal is to make sure that your website loads quickly, is easy to use, and follows Google’s SEO best practices. The deliverable for this component can be a prioritized report on on-site SEO improvements that need to be made or it can be both the report and the implementation of the improvements.
Backlinks are still one of the top three ranking factors for search engines. We only build links on reputable websites with the goal of actually getting traffic from these links too (something most SEO companies neglect). The deliverable for our link building component is a spreadsheet of the links that we built for you with all of your logins (if logins were created for the backlink).
Local SEO Citations
Local SEO citations and backlinks help to tell search engines that your website is for a local business entity. Citations include your name, address, and phone number (known as “NAP”). This component covers the creation of your local business listings (Google My Business, Yelp, etc.). The deliverable is a spreadsheet of the links and citations built as well as all of the corresponding logins.
Social signals are the likes, retweets, shares, votes, pins, and so on that your website’s links get from social media platforms. Social signals have both a direct and indirect effect on your SEO. One of the biggest benefits of social signals is that they give your brand more authority which leads to increased traffic and engagement. The deliverable for this component is a your content receiving the number of social signals that you need as well as the creation of your social profiles (if needed).
You need copy that solves your visitors’ problems. Creating SEO copy simply for ranking is not sufficient if your visitors are not terminating their search. In addition to being search engine optimized, all of your content should be designed to answer your visitors’ questions or to sell them on converting to a sale, lead, or email subscriber. The deliverable for the content creation component is unique, quality content at the length you choose.
Some of these data points include:
- Geographic location (major factor for local SEO)
- Interests and hobbies
- Browsing history
- Technology used
- Online behaviors
These customized results lead to what Eli Pariser refers to as “filter bubbles” in his popular TED talk.
This is an important concept to understand for SEO because it means that every individual will see a unique, customized search engine results page. For example, if you could observe a democrat and a republican both search for “Obama,” you will see dramatically different results for each individual.
Now it is more important than ever for SEOs and content creators to know their target market intimately. Your content and your offers on each optimized web page must be tailored to both your ideal customers’ unique profile and their position in the sales funnel.
Viewing SEO Graphs
The graphs you see here are both created from the same data sets. By changing the range of the y-axis, SEO agencies can make gains appear more dramatic and losses to seem less dramatic.
There are also many metrics that are not that important in reports. The most important SEO metrics for you to follow are sales revenue, leads generated, and email addresses captured. All of the other metrics are for us digital marketing nerds to use to continue to improve your bottom line.
SEO Agencies Cannot Guarantee Rankings
I cannot guarantee specific results or search engine rankings because that would be dishonest and it would violate Google’s policies on SEO. What I can guarantee is that we will have exact data on how many leads, sales, and email addresses have been generated by our SEO efforts. This will allow you to determine exactly how much money you’re making from your investment in our SEO service.
It’s difficult to identify with a high degree of certainty what SEO tactic is responsible for your rankings. SEO is a mix of art and science. Hopefully this page got that point across. There are guidelines to follow but there are also exceptions to every rule. I often cite Dropbox as an example because they rank on page 1 for an extremely competitive keyword (“cloud storage”) even though their homepage doesn’t even have the keyword on the site, let alone in the title tags, alt tags, or other common on-site factors.