Every business wants to be in the #1 spot on a Google Search Results Page when someone searches for a product or service they offer, right? Of course you do. The #1 spot gets the most “clicks” which results in the most visits to a page on your website, which is an opportunity to sell them something. But how do you get to be #1 when there when there are over 4 million other web pages vying for that same spot?
Search Engine Optimization is the process of optimizing web pages to appear higher in the search engine results pages. Google evaluates over 200 elements when determining where to rank a particular web page for a given search term or phrase. Google further makes over 500-600 changes to its search algorithm each year. You don’t need to be a mathematical genius to see that works out to more than 1 change per day (actually, 550/365=1.5 changes per day)!
On Page Signals Versus Off Page Signals
Of those 200+ signals Google evaluates, some of them are what we call “On Page” signals and others are “Off Page” signals. On Page means they are part of the actual web page itself, whether that is content, headings, or code. Off Page means it’s a signal that is not on the web page itself. These can be links to the site, directory listings, reviews, etc. In order to be #1, or on the first page of Google, all the stars have to align on all these signals, which, as we saw above, change more than once a day. Sounds easy, right?
Actually, it sounds impossible. The key is to remember the real goal of Search Engine Optimization: to be found by people who are looking for your products and services. Being #1 for a particular keyword phrase is great, but if that #1 position for that 1 phrase doesn’t bring you any business, what good is it? The real goal is to be found, and drive visitors to your site from keyword phrases that are relevant to your business.
PROJECT DESCRIPTION: Lead Generation for attorney
TACTICS: Search Engine Optimization for Generic (non-branded) Keywords of Value
RESULTS: Nearly 600% Increase in Visitors from 900% More Relevant Keyword Phrases
Google Analytics Prior to SEO
Google Analytics 1 Year Later
#1. A Smart, Aggressive and Cooperative Client
The client understood that he was in a very competitive industry. He knew that he was playing catch-up to the “heavy-hitters” who had been in the space longer and was willing to make a long term investment in his future.
#2. Critical Analysis & Patience
We took a very hard look at the available keyword research to determine appropriate keywords for which to get the client to rank on Page 1 of Google. It would be simpler to get the client’s site to rank for branded and low-value keywords, but we were after business, not just rankings. We wanted keywords that would convert into business for the client.
In addition to using standard and proprietary keyword research tools, one tactic we often use to determine the keywords that will convert into business is Pay Per Click (PPC) advertising.
Although we had access to the client’s Pay Per Click (PPC) advertising with another agency, it was a poorly run campaign. Although we could have earned more money initially, we persuaded the client to wait to initiate the SEO campaign until we had time to gather statistically significant intelligence from our own PPC campaign.
#3. Client’s Capacity & Commitment to Long-Term Growth
SEO is not a quick-fix strategy. Search engines, and particularly Google, are very adept at detecting efforts to “game the system”. To succeed at SEO, you need to give the search engines what they want: valuable and relevant content.
SEO requires patience and a commitment to regularly developing content around the keywords of value to the business. You must then sharing that content with interested parties throughout the Internet to develop the signals the search engines look for as determining relevant content.
The client was willing to commit to blogging on a weekly basis to develop the relevant content for his prospects AND the search engines.
The client’s existing website was not search engine friendly and needed to be revamped. Within four months we:
• Launched a new search engine optimized website
• Achieved nine out of 21 keywords ranking on the first page of Google
• Increased website traffic 113%
• Increased users 151%
Advanced Keyword Research (including PPC campaign keyword conversion data)
Development of Relevant Content for Website Pages
Development of Content Blueprint for Ongoing Blog Posts
Ongoing Citation Building
Development of Social Profiles for Content Sharing
If your business is ready for results like this, we invite you to contact us for a complimentary Internet Business Analysis. This brief survey will tell us a little bit more about your business and evaluate your potential for success with digital marketing strategies.
Questions? Contact Integrated Web Marketing here or call 631-615-2983