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What is Search Engine Optimization (SEO)?

SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

Search Engine Optimization (SEO) for most companies can be categorized in 4 main areas:

Technical SEO

All of the “behind the scenes” work that helps search engines see you as a quality site:

    • HTTPS Connection
    • URL Structure
    • Mobile Optimization
    • Schema Markup
    • Image Naming
    • Alt Text on Images
    • No 404 Errors
    • No Flash Files
    • Social Links Present
    • Sitemap sent to Google Webmaster Tools

On-Page SEO

On-page SEO is the content on your site, and ensuring it looks good to Google and other search engines.

  • High Quality
  • Unique/Original (Not duplicated from elsewhere)
  • Recent (updated 2-3x per month)
  • Relevant

    Additionally, Google looks at these items on a page-by-page basis (sometimes these are included with Technical SEO):

      • Page Title
      • H1/H2 Tag Usage
      • Meta Description

    Off-Page SEO (often called backlinks)

    Off-page SEO is exactly what it sounds like. Links from other sites that refer back to your site. (Often called backlinks.)

    • High quality sites linking back to you
    • Links from your own partner company sites/parent company
    • Links from your social media and other domains owned by your company

      Off-Page SEO can also work against you. You can gain points and lose points based on the quality of the link. Often times link-farms will spin up a ton of random links that have low relevance and quality. So the removal of spammy/low-quality links is important.

      Local SEO

      Because more and more search is happening on phones, local SEO is becoming increasingly important. Local SEO is helping people find the best content or services near them.

      • Google Maps Optimization
      • Google Business Account for all physical locations
      • Local listing updates & accuracy (across 18 aggregators)
      • Social media address accuracy / Facebook location pages for all physical locations

      SEO Is an Ongoing Practice

      SEO isn’t a “set it and forget it” practice. It’s not something you do once and ignore it for years. Companies that are winning at SEO are actively monitoring and managing their search rankings, and working to improve them.

      • Tracking relevant keywords
      • Updating content on site as keywords shift
      • Tracking competitor keywords and adjusting accordingly
      • Observing customer usage and search terms
      • Researching new terms related to your industry
      • Continuing to update the first 4 elements we discussed on a monthly basis