Google get’s 2,000,000,000,000 search queries a day. How many visitors are you getting?
Search Engine Optimization is the art and science of harnessing the design behind Google’s algorithm to increase your sites traffic in search engines. There are thousands of data points and billions of users that Google processes on any single day. With all of this information making sure that your site is at the top of consumers shopping lists is no small task. Luckily there is a defined set of practices that we can use to boost your site’s (free) traffic, increase sales, and grow your digital reputation.
Benefits of SEO
For much of search engine optimization’s history an SEO was only as good as the tricks & tactics they could use to influence rankings. As a result SEO companies could portray their work as magic. (and many took advantage)
While we can still raise rankings with a host of fixes & technical error prevention, SEO has become about the end user. Our method relies on using the search algorithm as a tool for influencing user behavior and boosting sales.
As the business world gets more competitive and large companies focus more of there spend on digital and away from TV and billboards every business needs a vehicle of reliable free traffic. The fact is that while paid ads work in the short term, SEO and content marketing is one of the few areas were you can depend on consistent and compounding returns.
An array of high quality organic rankings is the ultimate sign of authority in the 21st Century. While we all intuitively know people look to search engines like Google as signs of legitimacy there are also a plethora of statistics that confirm the value of high quality rankings.
Every market & site is different, but below are the common components of our SEO process. We try as hard as we can to explicitly explain everything we’re doing and going to do for your site. (which is why we include monthly reporting) While there’s no set protocol for every site, and we need to prioritize by the biggest issues, you can expect the following:
We start every SEO contract by auditing the entire site. Even when a site is doing relatively well there’s always some area where rankings and ultimately revenue can be improved. We focus on isolating all of the issues holding performance back from the start, and clearly identifying what we’ll be working on for you.
Despite what Google, Matt Cutts, or RankBrain updates may have you thinking, backlinks are still a massive part of SEO. We find that right off the bat we need to identify any bad backlinks. So while we identify any major issues that are holding back performance on your site, we also need to make sure there aren’t any toxic backlinks poisoning your backlink profile.
An under appreciated part of any good marketing strategy is studying and understanding what the best of the best are doing. We believe that a solid SEO team should constantly be testing, tweaking strategies according with what’s working, dropping what’s not, and paying attention to best practices across the board. We also like to dig in and actually analyze what you’re key competitors are up to at any given time.
Server issues like 404s, excessive internal 301, and too many 501 errors are all issues we keep an eye on. While seemingly minor a site with several thousands of these issues can’t help but get crushed by the competition. While evaluating our site we make sure there aren’t technical errors coming from your code that are impeding performance.
Modifying meta title tags and meta descriptions tags is one of the classic tasks involved in SEO. While everyone in SEO has a different approach to this, and you may have optimized these items before, we often find that 2017 and beyond demand a different approach then may have been had on your site. Certain posts and pages take optimization for improved click through rates, other take optimization for better rankings and keyword alignment. This fine equilibrium between users and search engines is a core expertise of any search engine optimizer.
There are hundreds of other minute issues that go into our evaluation. We need to make sure that H1 tags, H2 tags, url, duplicate content, inner linking, navigation structure, CRO best practices, and on and on are optimal. We go through our entire list of items at the outset and lay out a clear plan of attack so you know what we’re planning on improving.
While many consumers might skip your copy and go right for the products you sell we like to focus our efforts on making sure that the algorithms are happy. The fact is that ever since the Fred Updates in 2017 on Google’s algorithm, thin pages have been increasingly stigmatized. We need to make sure that your site gives crawlers something to digest.
Link building is probably one of the most reviled parts of SEO. The fact is that it’s hard. Getting links in 2017, especially when Google has outlawed so many different types of links is no small task. Luckily we’re link building experts and can keep you from having to throw your arms up in frustration. Better yet, it may hard and slow, but your competition faces the same hurdle, and I guarantee you, they won’t match our work ethic. Link building is great because it’s the one tactic the competitors can’t fast-follow.
We could talk about the benefits of content all day, but that fact is that the production of high quality content and the beneficial impact that can have on our customers and rankings are undeniable. This is why we bake content in to any SEO package we offer beyond our minimum. Content is just too important not to be adding onto your site.
While Google gave us ample notice that HTTPS would be a ranking factor (and will eventually start warning users about non-HTTPS sites) not everyone has followed suit. If your site isn’t HTTPS ready we can help. Additionally there are also many common pitfalls, like site duplication or mixed asset types that we can diagnose and help you tackle.
The vast majority of online interactions now happen on a mobile device. Even in the most B2B spaces people are reaching onto their phones to search for an item before getting started. Part of our SEO process is to make sure that any hurdles to mobile performance or people on smartphones being turned of from your brand are minimized. Additionally mobile compatibility is a ranking factor, and it’s expected that Google will move to a mobile first ranking algorithm by 2018.
While we audit your site at the beginning of the contract and on a monthly basis one of the major factors we look for is a slow down in site pages. We all have to face it, customers are impatient, and while it may seem minor, speed really matters for an excellent customer experience.
“… I’ve never worked with a company that made their process more clear. I trust The Portland SEO Company to manage my marketing, so I can manage my business.” Frank Schmidt, M.D.
“We struggled for years to find a company that we could trust to help us stand out in our local market. Our reputation was key, and The Portland SEO Company worked to preserve it, while helping us grow.” Will Perlin, Esq.