SEO is the process of optimizing a website for Google search with the goal of earning higher web traffic levels and improving the visibility of the site. It is an important element of digital marketing.
Search engine optimization (SEO) is the process of optimizing your website and content to generate more traffic, boost leads, and receive more income from searches on popular search engines. Whenever an individual looks something up on a search engine, the SE crawls the web with over 200 ranking factors to determine the most relevant pages to display. SEO involves optimizing your website content to rank as close to first as possible on search engine result pages (SERPs). These factors include preventing attempts to “game” the system by over-optimizing and instead promoting well-written, informative content. The main factors search engines use to rank websites is their content and its relevancy, the user experience of the website, and your backlink profile. The stronger these factors are, the better your business will rank against competitors on search engines. If you choose to use SEO services, you will receive real-time information on the effectiveness of your content and how it impacts traffic to your website. SEO is the bedrock of any marketing campaign because it directly influences the traffic to your website and the likelihood of generating new leads. While you can develop excellent content or build the best website, these factors will matter little if there’s not sufficient traffic to your website. In fact, SEO works best in accordance with other digital marketing strategies to boost your presence as a small business.
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Identifying which schema types will be rendered, will depend on the content on the website. Most websites can use schema types such a "LocalBusiness", "Breadcrumb", " SearchAction" etc. But these are just the basics. A website featuring event should have an "Event" schema for each event, and an eCommerce site should have "Product" schemas, etc. A template must be made for each target item, which may vary depending on the content the website has for each schema type.
Schema markup only recognizes certain content as valid values. For example. For an event schema, if an the event is an online event, the only valid way to identify this, is to mark the event with the value "OnlineEventAttendanceMode", under the attribute "eventAttendenceMode". So, the content of each item that will product a schema code, must be converted into recognized and accepted values.
There are multiple ways to install schema code to a website. The best way will vary depending on the structure of the website, and the content the schema will include. Methods include JSON-LD, Microdata, RFA etc.
There are many industry-standard validation tools that help a webmaster identify that properly installed schema markup is rendering properly. This includes Google's Rich Results Tester, Schema.org's Validator, etc. Syntex, valid content values, properly structure etc are just some of the items tested in a validation.
The first step is outline the the website's structure. This will first include the domain acquisition + DNS configuration; This is to set up the IT infrastructure of the site. This includes understanding the content that will be included, how it will be arranged, which features and functions the website will includes, and how
We then need to develop the structure of the website. To do this, we will need an understanding of the content that will be included, how it will be arranged, which features and functions the website will includes. This will allow us to develop a mapped hierarchy of the website.
After getting to know a brand, such as what it stands for, and the assets associated such as visuals, colors, messaging, etc, we develop a way to present the websites content; also known as UX/UI (user experience/user interface). This is how the site looks, feels, handles etc. This includes layout, navigation, animations, etc. This should capture the look and feel of the brand.
Loading the site with both branding assets likes copy, logos, videos, etc as well as marketing assets likes blog posts, product descriptions, etc is the next step. You may already have content you wish to use on your site; or you may need to have the content of your site professionally created by us.
Once the content is settled, then comes an SEO overhaul. Although we offer high-end custom SEO projects, each of our websites includes the basics of SEO. This includes the customization of website meta tags and page-specific tags, and open graph images. This also includes the usage of chosen keywords implemented as page headers and placed throughout the content, conveying to search engines the topic of the webpage. More aspects like schema markup and sitemap-submission are also included.
Websites are marketing assets. Depending on your level of services, there is often a plan of marketing the finished website. This may include challens like Pay-Per-Click Advertising, Social Media Marketing, press releases, regular website content creation and more.
Identifying ideal target keywords can either be a straight up location and service based analysis such as "marketing company in Westport, CT", or may be something much more complex depending on your level of investment, and your competition. Factors to consider for higher-level SEO campaigns are "keyword relevance", as selecting keywords closest to your niche may be most relevant, but not the most profitable, "keyword difficulty" (how hard it is to rank for a keyword overall), the "CPC" (cost per click) or value of each click for that keyword, the work involved in ranking (this is an ROI metric), etc. There are many factors, but this process done correctly can yield great results over time.
Once root keywords, and supporting keywords are selected, a website and the content a brand puts out should map to those keywords. This includes changes like meta tag updating, page title updating, page header and subheader matching, blog topic restructuring, etc. Keywords also dictate other factors of SEO such as inbound and outbound link structuring, implementing schema markup etc.
Once a site is optimized, a small amount of marketing allow us to speed up the process of search engines identifying the content. This allows us to faster receive feedback from analytics, thus speeding up the process of the SEO plan's effectiveness.
Comparing KPI's (key performance indicators) such as CPC (cost-per-click), CTR (click-thru-rate) and more to industry standards, and against each other, we can get a sense of how the SEO campaign is performing, allowing us continued tweaking to refine the ROI of the campaign.
If you’re looking to boost traffic to your website and receive up-to-date information on the effectiveness of your content, then SEO is necessary for your business. It is one of the best ways to boost visibility and engage with your target audience in an actionable way. The main stall point of using SEO services is the time it takes to see results. Because SEO services typically involve website upgrades and content generation, there will be an initial investment in time and money before you see a significant traffic boost. However, the ROI for a well-crafted SEO campaign far outweighs the initial investment. While you can certainly handle your SEO without professional services, there are limits to a DIY approach. Not utilizing professional SEO means you will devote significant staff and resources to do the job of an entire digital marketing agency without the experience. Further, employing a digital marketing agency allows you to use SEO within a full suite of digital marketing strategies, including website design, PPC, SMM, schema markup, and more.
Complex keyword research projects and SEO site overhauls start at around $1,000. Retainer maintenance services start at around $500 / month.
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