SEO The Rankings
Search Engine Optimization
WHAT IS SEO
Search Engine Optimization (SEO) is the process of garnering recognition by search engines that your content/website is the most useful to the end user for the different queries they make, so that it ranks atop of Organic (non-paid) Search Engine Result Pages whether it be in maps listings (local SEO), or standard organic listings.
While the factors in the algorithm that make these determinations are many, the most important factors can be broadly understood with the following three considerations:
If you’re not talking about it on your website, you cannot rank for it. Search Engines are robots, who can only crawl the text and coding of a website to understand what your website and business are about. Videos, images and intent can influence on-page statistics and signals, but without text the search engine won’t know what the site is about.
More specifically, back-links. These are hyperlinks from one site to yours. The more of them you have from trusted sources and authoritative websites, the more trustworthy your site will become to the search engine. Great content is the foundation to successful search engine optimization, but getting top ranking websites to share and/or point to that content, is just as integral.
The more the site grows and changes, the more that the search engine will visit the site and take note of the new content and trust that the site represents an agency that is still operational. By contrast, a static site that is dormant will not only miss the opportunity to expand on the queries it is served for, but may also look dormant/stale.
Earning a natural position in search results for the keywords that bring value to your brand and/or business is a key factor to success.
The process can be divided into two parts. On-Page SEO and Off-Page SEO. On-Page Search Engine Optimization, as the name suggests focuses on your website’s pages and its elements. Off-Page Search Engine Optimization is about the work done across the web, outside of your own domain, to reference your site with links and mentions.
The first step is to understand all of the products and services you offer, as well as the corresponding search terminology being used to find them. After all, people search for the same thing in a wide variety of ways.
The second step is to assess and analyse how competitors that rank well for those keywords have developed their sites and their content.
We then determine the pages we need to create to rank successfully, and produce new content for those pages as well as more expand, if necessary, content for existing web pages.
Once this is done, the on-page optimization process starts which includes, but is not limited to:
title tags, header tags, alt tags, interlinking, meta descriptions, site speed enhancement, and search console setup.
Different websites carry different weight, therefore we target websites that are relevant to acquire links. Sometimes this comes in the form of directory submissions, forum engagement, and content distribution.
The important thing is that all work done is manual, which means research, the creation of accounts that will allow us to submit these link suggestions to webmasters, and at times negotiating the allowance on these links on particular websites. Off-page Search Engine Optimization strategy is a gradual accumulative effort that takes time to build authority for your website.
WHY IT’S IMPORTANT
SEO is about influencing the search engine to recognize you as the result to display on the first page. This is important because over 90% of consumers perform a search before making a purchasing decision. You need to be present while not paying for every single click.
Great content needs to be searchable and easy to find. At The Influence Agency, we have a team of industry professionals with extensive experience running Search Engine Optimization campaigns in highly competitive industries.
From on-page optimization to content development, and back-link acquisition, we understand how to leverage content marketing in appropriate communities to maximize the reach of every campaign.
“Running with the herd is not always a great idea; be unique, and the links will come.”
– Debra Mastaler