Content Marketing and Technical Optimization
To rank well in search engines the business must create engaging content that benefits users, and have a technically optimized website that is part of a larger and strategic digital ecosphere. The latter ensures that engaging content can be found on the channels users most prefer, while pushing them back to engage on one central platform – the corporate website.
Consumers Influenced by Search
74%
Demystifying SERP Rankings
Improving your organic search rankings, like most things, requires discipline and patience. Many factors influence where your site ranks, including domain authority, quality & quantity of content on your site, to name a few. Achieving top rankings requires you to map communications efforts against these, and then commit the time and resources to drive success.
That’s why it’s so critical to have a comprehensive SEO first strategy that includes tactics to build domain authority, and the latest SEO best practices for technical optimization, on-page and off-page optimization and collaboration with all digital channels.
We plan and build our clients’ sites to outperform in search.
Mobile searches are now outpacing desktop searches, and Google is furiously focused on mobile.
R.L Adams
One-time SEO best practices need to be supported with ongoing maintenance, insights and enhancements
Optimization Best Practices from Launch to Maintenance
Our best in class process for new site development, as well as ongoing SEO optimization follows key checkpoints and benchmarks to ensure we are achieving repeatable excellence. When developing the new site our focus will be on maintaining the historical domain authority of the current site, creating the best information architecture and optimization of the new build.
SEO optimization and building domain authority is not a one-time initiative. The business must be committed to monthly technical optimization and ongoing content creation and enhancements. While algorithms are continually evolving we will ensure your site excels across the core high-level SEO markers:
On Page – Relevant, keyword-optimized content, content enhancements, meta data, URL and navigation optimization, image optimization, fresh quality content, updating historical content and improving engagement with content are just some of the key considerations.
Technical – Rapid loading of site pages is one of the most important factors, as is ensuring the site is mobile optimized, and fluid responsive. Proper handing of duplicate content through canonicalization and implementation of micro-data are key. Regular site scans must be run to ensure there are no broken links or missing files.
Off-Page – While historically this was about driving links, today success is driven by creating a healthy digital ecosphere made up of engaging social channels and healthy content marketing that improves content relevancy, content sharing and engagement.
Monthly reporting and analytics supports the required SEO maintenance with content recommendations, UX and UI enhancements and A|B testing results
Consistent organic and paid search results require leadership and discipline
Engaging Content
User engagement on the site will drive rankings. Having a strong content linking strategy with related content ensures users are continuing to read related content – improving your Click-Through-Rate (CTR). Additionally the better the content and the richer the experience, the longer they will stay on your site – lowering your bounce rate. Both of these are regarded as a positive indication by search engines that you offer relevant and high-quality content. What is great for brand engagement is also great for your domain authority.
Supported by Digital Marketing
Social channels provide an opportunity to engage with both current and prospective clients and employees on the channels they prefer, while helping others discover the brand on those same channels. As part of a comprehensive strategy the high frequency and engaging web content will be customized and used on to the social channels, which in turn will drive users back to the site. This will be further supported by specific regional content, unique to different areas of the country that is then pulled into the site to help keep the site fresh and drive content integration.
Equally important, email and digital marketing drives users to the site, increasing domain authority, and with focused landing pages and campaign pages, users will stay longer as they interact with focused and specialized content that is relevant to them.
LinkedIn is the primary B2B tool that is used as part of a more comprehensive SEO strategy – but other channels will also be important
Exponentially Increasing Domain Authority
A comprehensive SEO first strategy that is implemented with discipline and patience, and is then maintained over time will always deliver measurable results. Then by committing to this ongoing process, we will ensure that your reach and exposure is maximized.