The Good, the Bad, and the Missing
Let’s start by taking a deep dive into your website looking for positives to leverage and opportunities to improve. Crawling your site is the first step in discovering errors. Issues such as broken links, missing heading tags or meta descriptions or image alt tags can be detected and become part of the plan for improving on-site SEO. Other evaluation tools provide information regarding the number of links and their quality which factor into trust with the search sites.
Reviewing your site analytics can indicate how users interact with a given page. Once completed our SEO team performs keyword research based on your industry and compares the content quality and quantity of your site to uncover opportunities. A strategic roadmap is then developed based on need and budget and once approved; we get to work.
But They Have a Great Personality
Now we all know when our friend who was trying to set us up described the other person that way; we were going to be disappointed. In the case of a website, it’s okay, it’s good. A site that is nice, dependable, easy to work with, and says all the right things, who doesn’t want that?
Now, to be clear, I am not saying we turn frogs into princes, but it is possible to take shy and introverted and get it to start talking. Just remember it takes time, this doesn’t happen overnight. But with a continued effort and a good strategy, one day you look at them and think; something is different. That is what we want search engines to do over time, start to see your site as looking pretty good. Let’s start by having a good conversation. Your website is not getting any younger, so fill out the form. And remember, we promise, no sales pitch.
Websites are more than looks and features, your goals need to be top of mind throughout the build.
The process begins with a discussion about the purpose of your website. What do you want your site to do for your customer and your company? From there we discuss what success is and the KPI’s that will measure success. Also, design is a key consideration. What about the look and feel, information that will be on the individual pages, how to structure the site and user interaction? But websites are not only skin deep. What is underneath is just as, if not more important than what people see.
Building a search-friendly site is crucial if you want traffic. Even if most of your search volume comes from ads, page structure, page speed, and other factors can be the difference between many conversions or a few. And although SEO should be part of your plan, and will improve your organic results, you are better off starting with a robust site, rather than a cookie-cutter site with little content.
Copywriting & Strategy
Remember content is king, but not just any content. You need copy written for your intended audience.
We combine copywriting and strategy because they go hand in hand. If you want to reach a particular audience, then provide those people with the information they are seeking. Doing so takes time, research and yes, strategy.
For starters, providing content that is readable and easily understood is a benefit to the user. Look at it this way, an attorney website full of legalese might be great if your target is other lawyers. But if you are trying to engage new clients, they may move on to a site they understand. And statements like we are a “full-service blah-blah-blah” may mean something to you, but doesn’t answer the user’s questions. Well written copy or content can make your site more appealing to the search engine as well. We partner with you to compile information and convey it in a way that represents you well.
Are you reaching your intended audience? Monitoring traffic and conversions will show you.
It’s all about the numbers, impressions, clicks, bounce rate, and on and on. Let’s figure out what is most important to your company and focus on that. If you’re not sure what the terms mean, we will teach you. Our philosophy is, the better you understand the strategy, what reports indicate, and how to interpret them, the better the input you can provide regarding tactics.
We install Google Analytics, and Google Search Console on each of our client websites. Monitoring analytics enables us to identify wins, see our gaps, and leverage opportunities. The statistics give us an impartial look at where we are and where we are trending. Which is another reason why all parties should understand what the numbers indicate, does anyone benefit from a false sense of security?
Search Engine Optimization
Google has one goal, keep users coming back because they deliver the best search results.
That’s the same reason you keep going back. You prefer the Google experience over other search engines. And that means one thing, continued change. To stay on top, Google can’t and won’t stand still, which tells you your website needs to evolve as well.
Many factors impact a website, or a pages rank on search sites. SEO is about long term strategy, not quick fixes. In this case remember, the tortoise always wins. Not that we want to be slow, but that impact happens over time. You are building a reputation with the search engine, and you can’t earn trust overnight.
There are two sides to Search Engine Optimization; onsite and offsite. Although both are important, overcoming poor quality content, missing tags and descriptions is not easy. Building links and blogging won’t have the same impact as it will on a site with good onsite SEO.