When it comes to SEO, the industry is flooded with scammers claiming to work magic overnight. If keywords and HTML semantics are your only focus, you’re missing essential SEO tactics that could really drive you business listing higher in search results.
You get what you pay for in SEO. If you’re in a highly-competitive industry or in a saturated market, you can’t expect great results with minimum effort and investment. Few companies can promote and build an online presence without a sustainable and ongoing SEO plan. Our team will audit your site to establish a baseline with your competition, explore ways to leverage URLs, make your site more discoverable, and work on the backend to improve your domain and page authority. It’s a systematic approach (without the gimmicks) to give your business long-term online success.
Stop Limiting Impressions and Invest in SEO
Like every digital marketing asset today, SEO is an ongoing process and not a once a year task to check off a to-do list. This isn’t a set-it-and-forget-it task. The web is the world’s ultimate competitive landscape. Here, everybody is competing to heard, found and clicked. To compete requires know-how, savviness within your market, deeper understanding of your audience personas (and what they’re searching for), establishing you as an authority, and setting marketing dollars aside as part of your company’s ongoing site needs.
When you’re investing in your SEO, you need to provide some contingency in your budget. Top browsers like Google are constantly changing their processes and the way companies play in their sandbox. To maintain peak performance requires regular checkups. Don’t set your budget based on impressions or cap your amount. Instead, look at your current site traffic, set a goal for new acquisition traffic, and the number of conversions you would like to see generated through your site. Plan on a monthly spend, but build in a generous contingency for flex and to manage unexpected peaks (like a trade show, industry event, or holiday buying spike). Don’t forget to also connect your CRM tool so you can funnel leads that skip converting to your salesforce to keep working.
Change Your Mindset on Keywords
Old school approaches to SEO were solely about purchasing keywords. We’ve worked with some companies who spent hundreds of thousands of dollars to purchase countless keywords. While you can see some traction this way, it’s an outdated approach and won’t drive a great ROI. It’s better to deeply understand how your audience is searching for your products and services. Instead of purchasing every keyword or phrase under the sun, focus on the specific keywords or phrases most searched for in your industry and start planting them into your site’s content. Incorporate these keywords in landing page messages, white papers, articles, stories, messages, or blog posts. This makes your content extremely relevant to your prospective audience and will improve your overall browser rankings for unique content. Do not duplicate your content or copy messages from one page to another to try to cheat your way through the process. Browser bots are far too clever now. You will get caught and penalized with downgraded search rankings.