Search engine optimization prepares your website content for discovery and indexation by the search engines and should be a priority for your small business. On-page search engine optimization is a systematic approach to structuring and presenting your content in a format that is favorable to the search engine spiders that crawl your site. This is vital to determining how relevant it is for specific keyword phrases and more importantly where it should rank on the search engine results pages (SERPs). Features of a perfectly optimized page include:
Uniquely Valuable ContentAn optimized page doesn’t just provide unique content, but unique value. What’s the difference? Unique content simply means that those words, in that order, don’t appear anywhere else on the web. Unique value refers to the usefulness and takeaways derived by visitors to the page. Many pages can be “valuable,” but few provide a truly unique kind of value — one that can’t be discovered on other pages targeting that keyword phrase.
A Phenomenal User ExperienceA user’s experience is made up of a vast array of elements, not unlike the search engines’ ranking algorithms. Satisfying all of these perfectly may not be possible, but reaching for a high level will not only provide value in rankings, but through second-order impacts like shares, links, and word-of-mouth. At the most basic level, a great user experience means the page (or site) is easy to understand, provides intuitive navigation and content consumption, loads quickly, renders properly in any browser, and is designed to be visually attractive, pleasing and compelling.
Crawler and Bot AccessibleSearch engines still crawl the web using automated bots, and probably will for at least the next decade or more. While there have been plenty of leaps in the sophistication level of these crawlers, the best practice is not to take chances and follow some important guidelines when building pages you want engines to crawl, index, and rank reliably. Some of these guidelines include: ensuring URLs follow best practices in regard to structure and length, making sure there is no duplicate content on different URLs, generation and inclusion in RSS feeds / XML site maps, allowing for accessibility and ensuring best practices for redirects and status codes.
Keyword Targeting ElementsIn some cases, perfectly optimized keyword targeting will conflict with goals around usability, user experience, or the natural flow of how you write and that’s okay from time to time. However, we’re always looking to optimize keyword usage whenever possible and some of the most important elements include: page titles, headlines (H1 tags), body text, URLs, images and alt attributes, internal and external links, meta descriptions and – now almost defunct – meta keywords.
Built to be Shared Through Social NetworksFacebook, Twitter, Google+, LinkedIn, Pinterest, Reddit, and dozens more social networks that are niche-focused can help earn signals that help rankings directly and/or indirectly (often through exposure to folks who might link to them). A well-optimized page should help to make social sharing as easy and seamless as possible, including: using obvious social sharing buttons, short and descriptive URLs for painless copying and pasting, creating content with inherent viral value, and use of features like Twitter Cards and Facebook’s OpenGraph markup to get the additional benefits on those networks.
Multi-Device ReadyAlthough it was called out in the user experience section, this principle is worthy of its own headline due to the increasing diversity of devices, browsers, and screen sizes. Mobile use isn’t just critical for users “on the go.” Many are using mobile or tablets to browse at home, at work, and as a replacement for their laptop or desktop. And they’re not just consuming — they’re sharing. Social sharing in particular is a huge part of mobile and tablet functions, which means if you’re not optimized for all devices, you’re missing critical opportunities for amplification to a broader audience.
Inclusive of Authorship, Metadata, Schema, and Rich SnippetsThere are a vast array of options that provide additional markup that engines may employ in their listings. Some examples include Google’s “rel-author” and “rel=publisher” options, Bing’s “linked pages” profile option, Schema.org rich snippets, and additional page meta data options.
Installation and Configuration of Premium WordPress SEO Plugins
If not already integrated, we will download, install and configure the best plugins available for WordPress SEO and Social Media including Yoast Google Analytics, WordPress SEO and JetPack for WordPress to make sure the best tools are in place before we start our on-page SEO initiatives. These plugins are by far the most complete SEO solutions available for WordPress and each are used and battle tested on enterprise level websites that get millions of hits a day such as NASA, Pepsi, CNN, General Electric and The Democratic National Convention.
Content Curation and Creation
The fastest and most convenient way to generate good traffic and lasting SEO results is to produce high-quality, original, relevant, and interesting content. We will generate new, original articles as well as find and select interesting and relevant blog posts and articles from all over the web. For the re-posted content, we will add our own thoughts and insights, and post them on your website’s blog. We’ll make sure our crafted content is uniquely valuable and perfectly compliments your SEO strategy. We’ll also be sure to include any relevant authorship, metadata, schema and rich snippets as applicable.
Uniquely Valuable Content
An optimized page doesn’t just provide unique content, but unique value. What’s the difference? Unique content simply means that those words, in that order, don’t appear anywhere else on the web. Unique value refers to the usefulness and takeaways derived by visitors to the page. Many pages can be “valuable,” but few provide a truly unique kind of value — one that can’t be discovered on other pages targeting that keyword phrase.
Authorship, Metadata, Schema, and Rich Snippets
There are a vast array of options that provide additional markup that engines may employ in their listings. Some examples include Google’s “rel-author” and “rel=publisher” options, Bing’s “linked pages” profile option, Schema.org rich snippets, and additional page meta data options.
Pay-Per-Click and Other Paid Advertising
Even with a top spot on Google, a well-run PPC campaign can boost clicks to your site by as much as an additional 50%. The beauty of this system is that you only pay when someone actually clicks on one of your ads. The tricky part is making sure your ad shows up at the exact moment someone is looking for what you offer, and then getting them to do what you want after they click. Fortunately, we happen to excel at both. Let us take the fuss of Adwords off your hands so you can focus on your business. We’ll manage, monitor and tweak your campaign for a low monthly fee. We’ll also know what your competitors are spending and doing, and we’ll use this competitive intelligence to help you gain even greater separation.
Each time a visitor comes to your site, their chances of converting into a paying customer increase dramatically. A retargeting campaign allows us to display specific ads to people who visit your site and leave without completing the desired action. By placing a cookie on their browser, we can harness our network of display ad platforms to show your messages to that user on almost any relevant site they visit after they leave yours. Retargeting keeps your brand and your message at the forefront of your prospect’s mind so you are there with an offer when they are ready. It has proven to be extremely effective at bringing highly qualified leads back onto your site with a high rate of conversion once they arrive.
Social Channel Advertising
Social media offers an exciting marketing opportunity because people willingly provide accurate information about themselves, making it much easier to find them and present them with genuinely relevant and helpful offers. You can narrow your target audience by gender, age, school, workplace, general interests, and more.
Mobile ads offer the unique ability to target users in a very precise location. Whether they’re in a store comparing prices or on the highway looking for dinner, we can use that information to display context-specific ads. This is more than just trying to get them to buy a product, this is trying to help them solve a problem they are currently experiencing. We give you a high-visibility presence in Geo-aware phone apps like Yelp, Gowalla, and Foursquare and you’ll even be optimized for Apple’s Siri.
Local Search, Business Listings and Directory Submissions
Our local submission services give you more than a name and number; we go all-out, creating full-featured, highly optimized listings that get you noticed within local directories and in search engines. We give the search engines what they want: reliable, consistent contact information throughout all your local listings. When Google Places finds your listings on 60+ sites, Google rewards your listing with higher rankings. For a broader reach, we’ll also submit your company information to many other popular open content directories such as DMOZ, UBL, YellowPages.com, SuperPages, AOL, CitySearch, and even telematics services like OnStar, ConnectedDrive and Enform.
Maintaining a good business reputation is your key to build credibility and trust among business partners, investors and most of all, to your consumers and the general public. As a result of increased prevalence and popularity of social media, review sites, forums and discussion boards, a business reputation can crumble in a matter of minutes even over petty reasons. That’s why reputation management is a serious aspect to be taken care of. We’ll make sure your business name is protected. And when such things are not avoided, we know what to do. We’ll assess the damage first and start building on good attributes that you want to be known for in search engine results. To do that, we build on original, high quality and optimized content for your website, blog and social media circle to establish a more positive brand image. We’ll also help you maintain a favorable and credible image by resolving possible issues through monitoring your brand in social media, review sites, forums and discussion boards. We believe that reaching out to unsatisfied customers is one way to redeem a reputation back.
The most determining factor of whether or not an SEO campaign is a success or failure is through a rank tracking service. Our rank tracking service comes with quality tools to ensure a thorough analysis and report of the overall progress. There are a lot of ways to track a website’s search engine ranking, one of which is to do it manually. However, the manual method is not always the best method and it is very time consuming. We make use of quality tools that can strategically monitor and track your rank and the effectivity of the keywords used during the whole campaign. You can get a weekly, monthly or bi-monthly report on your overall performance depending on your package and we ensure full transparency and disclosure on the overall progress of the SEO strategies we have implemented.
Google Analytics and Webmaster Tools Reports
Using a web analytics tool is key to understanding your visitors and how your online initiatives are performing. The data can present valuable insights which can be used to facilitate data driven decision making. We specialize in Google Analytics and help translate data insights into actionable steps to improve your marketing effectiveness. Google Analytics also offers the most complete integration with Google Adwords, which brings tremendous clarity to an Adwords campaign. Some of our analytics services include setup & configuration, profiles, filters, goal tracking and reporting but we’ll work with you to create a custom plan to configure and generate reports for your own unique situation.
If you run multiple campaigns in Google Adwords, our custom analytics installations can isolate your conversion rate by ad campaign. This identifies low-performing (and high-performing) ad campaigns quickly and accurately. Great campaigns can be pushed forward, and poor campaigns can be ditched quickly. Now, the ability to isolate and identify the best and the worst campaigns so quickly means that an experimental campaign can be undertaken with far less risk–and far more reward if it succeeds.
Mixpanel Analytics and Reports
Mixpanel is an extremely helpful analytics application that goes beyond simple page views. Mixpanel allows you detailed insight into what your visitors are doing, what pages they visit and exactly what point they leave. We use Mixpanel to gain crucial insights into how users interact with our clients’ products and allows us to monitor users as they progress through our sites and mobile applications. When we can see what our clients’ users are doing, it becomes easier for us to identify where to best focus our design attention to provide a friction-free experience. Additionally, Mixpanel’s cohort tracking feature lets us test separate groups of users to make sure we’re constantly improving the experience on an ongoing basis.
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