What is

Search Engine Optimization or SEO Services?

Simply put, Search Engine Optimization (SEO) Services brings more customers to your business by ranking your website higher in Google, Bing, Yahoo and other search engines. The vast majority of consumers don’t look past page 1 of Google for what they want to do or to buy. Often they don’t even scroll down on lower results as evidenced by the high number of clicks that go to the top results 1 – 3.

 

SEO isn’t just about building a website for search engines. It’s about building a website for people– that’s what search engines want. By ensuring your site is where consumers are searching and confirming that you provide what they need is how we deliver results for you.

Why Do I Need SEO?
SEO is everything, and you better believe it. Learn this the easy or the hard way. Either way it’s like gravity, belief in gravity is optional, we are all subject to it’s power. When it comes to SEO, if you wait until it is too late, then the game over, there may be no coming back. We will help those companies who want to deliberately dominate in your same niche. And whether it’s OTT SEO or other companies like ours, all those top positions in your niche will be filled by your competitors and you will never be able to beat them.

So let’s get technical.

Search engines like Google do two things:

  • Crawl the web to compile a database of web pages they find

  • Provide through it’s search engine a list of web pages, ranked by relevance



  • When you make a query in a search engine, it combs through its vast database of web pages to deliver a search engine results page (SERP) with web pages ranked by relevance and popularity. The more relevant a result, the higher it ranks, the more people click on it … and the more traffic goes to that website.

    Google and other search engines use mathematical formulas (algorithms) that evaluate hundreds of variables (search signals) into account. The goal is to determine how well your web page answers a query (relevance). Then they rank your web page, in part, by how many websites are linking to you (popularity).

    The vast majority of web traffic comes from just 3 search engines: Google, Bing, and Yahoo. Increased traffic from major search engines gives you more exposure, customers, and revenue unlike anything else. That’s why investing in SEO can deliver an exceptional rate of return compared to other forms of marketing.

    6 Reasons Why You Need SEO

    • SEO Can Deliver High-Value Leads

      A recent survey showed that prospective customers who find your website via an organic search will result in a sale 14.6% of the time, on average. Compare this to a 1.7% close rate for prospects that you find via outbound marketing, like tele-sales or email blasts.

      What you need to know: SEO is nearly 900% more effective than outbound marketing.

      And it makes sense. When a prospective customer finds you while they are searching for a solution to their problem, they are far more receptive to your offer and more likely to buy. This is the very definition of a “warm” or “hot” lead. Contrast a warm lead looking for what you do with outbound marketing, marketing which is interruptive and forces people who are not interested to talk with you, i.e., cold leads. SEO wins by knockout.

    • SEO Traffic Beats Paid Ads

      Our research finds that paid search, such as Google AdWords, accounts for only about 10-15% of all website traffic. Unpaid, organic search results drive 60-75% of website traffic. Which means paid search is only the tip of the marketing iceberg.

      What this means for your business: You’re leaving money on the table – as much as 75% of potential website visitors and customers – if you ignore SEO and organic search. And know that someone is going to get that business. If it is not you it’s going to be one of your competitors.

      And get your SEO wrong and it could cost you even more in terms of wasted time and money. So it’s not just SEO you need, it’s SEO built on the most current and effective techniques.

    • Search Engines Deliver Up To 64% Of All Web Traffic

      One study analyzing over 310 million website visits found that search engines, such as Google, were the source of 64% of all traffic.

      Social media referrals, like Twitter, Facebook, and Instagram, are now eating into that figure. However, organic search delivers the lion’s share of visitors to most websites.

    • Your Opportunities Are Expanding

      According to Google, more than 50% of search queries are now done on smartphones and other mobile devices. But that figure is probably closer to 60% — and rising.

      Which is good news for your business. The dramatic increase in mobile usage has brought new SEO techniques with it, such as local search optimization and mobile-friendly website design. That gives you more ways to get found in search than ever before, but only if you take full advantage of organic and Local Maps SEO.

    • The Halo Effect

      When your website ranks highly in a trusted search engine like Google or Bing, it’s like appearing on TV or in the newspaper. Your business benefits tremendously from the implied endorsement that comes with unpaid visibility. In public relations terms, this is called “earned media” and it can be far more effective than “paid media” advertising, such as commercials or even Google ads.

    • SEO Inserts Your Business Into The Buying Cycle

      Nearly all consumers research a product or service online before making a purchase. You know this is true because you do it yourself.

      SEO can multiply your sales by helping people find your company during these stages of the buying process:

      -Information: This is typically indicated by broad search terms, like “car stereos” or “best corporate gifts”

      -Evaluation: Here, the search terms become narrower, like “Yamaha car stereo prices” or “ballpoint pens under $20”

      -Transaction: Here, the search terms are geared toward making a purchase, like “buy Yamaha X-300” or “Parker pens Fargo”.

      Research we’ve seen shows that 81% of shoppers will review and compare items online before making a purchase. And for B2B buyers, it’s as high as 94%.

      Bottom line: With thousands of potential customers researching products and services online, you need to be part of this process before they find your competitor. And proper SEO can get you into the game sooner than when they already have spent time learning from other companies.

    4 Costly SEO Mistakes To Avoid
    1) Mobile-Unfriendly
    Website search engine optimization involves much more than content and keywords. It includes the experience users have when they visit your website. And since more than 50% of people will find you on a smartphone or tablet, it is essential that your site deliver a mobile-friendly experience.

    Google’s Mobilegeddon algorithm update of April 21, 2015, which now penalize websites that fail to do this, shows how important your website’s design is for SEO. Also, those precious signals of user behavior, what do you think consumers do when they can’t read what’s on your site? They are clicking back to search which is an especially unhelpful signal for your site.

    2) Broken Links
    Don’t you hate it? You’re reading a web page, intrigued by the information, click on a link and …it’s broken! You get an error page.

    Guess who else hates broken links? Google. Broken links will get your website downgraded in Google because they deliver a bad user experience. This can wreck all of your hard work in content creation and SEO.

    Don’t shoot yourself in the foot. Sweep your website regularly to find and clean up broken links.

    3) Missing Links
    Just as broken links can hurt you, a lack of high-quality outbound links can cause your web page to rank poorly in Google.

    Take the time to insert external links to relevant, high-ranking websites with good reputation. And don’t forget to link back to any high-quality websites that link to you, as this can further boost your search rankings and web traffic.

    4) Ignoring Analytics
    This is so obvious, but many people miss it. The only way to know if your SEO efforts are working is to analyze your progress. Failure to set up and review traffic data for your website is a serious blunder.But it’s easy to do. Google gives you two incredible resources — Analytics and Webmaster Tools — to measure and analyze your website’s performance. By creating conversion goals and weekly reports, you can see which web pages are converting browsers into buyers, for example. It’s critical to know what’s working, what’s not, and what to do next in your optimization. Otherwise, you’re simply flying blind and could dive head first into a sharp-edged cliff.

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    SEO Services Page

    Digital marketing – and by extension, SEO – resides on a junction of many complicated fields of study.

     

    You got your obvious one in tech – Computers, communication systems, databases, programming, analytics. Then you have marketing & advertisement, and the slew of specialties that two entail. And you also have your entrepreneurial and economic fields, ROI, threat & opportunity assessments, asset allocation… the list goes on.

     

    All of them vital in some way; all of them present in everything an SEO company does – Which is why it isn’t surprising that most people don’t understand most of what we do.

     

    Accomplished SEOs have to be fluent in all those specialties to carry out strategies that benefit their clients successfully.

    • You need to be fluent in entrepreneurship and economics to figure out the bottom lines, and how everything we do ends up impacting our client’s companies.

    • You need to be an innovative and accomplished marketer to develop ingenious strategies that overcome the competition and put your clients before the rest.

    • You need an in-depth knowledge of computer systems and digital platforms because that’s the world where it all takes place.

    •  

    Once in a while, you might come across a tech-savvy business owner, or get in business with an investment firm, and information is more easily conveyed. But even then, those clients only really see a piece of the whole — a fraction of everything that a firm like OTT handles regularly.

     

    And while all of that does come with the territory, it also presents some of the more interesting challenges an SEO company deals with regularly: Keeping clients in the loop without it getting in the way of operations.

     

    Which is why we go the extra mile make as much information about our services available to our clients and potential partners.

     

    Here, you’ll find a rundown of several questions and explanations of some usual services SEO professionals take care of. From the basic of organic SEO to more advanced topics like Local SEO, and everything in between.

     

    What does an SEO Company do?

    Most people wonder “What does an SEO company do?” Or “Do I need SEO services for my business?”

     

    Our answer is always: YES, you definitely need SEO services, because an SEO company specializes in driving traffic right where you want it. Those who don’t give their pages any SEO love will always find themselves at the bottom of the food chain.

     

    This is very straightforward, and that’s how a conversation about SEO should end.

     

    But this time we want to give you the chance to take a closer look to what SEO really means and how companies benefit from hiring expert SEO services.

    One of the reasons we, as a company, closed our doors and only accept certain kind of partners, was that many think of SEO as a kind of magic formula to miraculously be on top of Google searches in a couple of weeks and make millions overnight. Unrealistic expectations lead clients to demand unrealistic milestones and results. We decided that we can only work with people who listen and understand what the SEO process entails.

    By now, everyone knows what SEO (search engine optimization) is. The whole principle is not hard to grasp. It means increasing the visibility for a website or business in search engines.

     

    What many seem to overlook is how many factors influence visibility, and how much work it takes to create an SEO-compliant website.

    For starters, there are more than 200 factors that influence a website’s ranking on search engine results. Here is a small list of the most important:

    Secure communication protocols (SSL or TLS)

     

    Responsiveness

    Page Load Speed

    Schema Markups

    Content Relevancy

    Content Length

    Backlinks

    Image optimization

    Data consistency (relevant for Local SEO and Google Maps optimization)

     

    The list goes on…

    Each one of these factors require a very specific strategy and specialized SEO experts if you want to modify them in any significant way. SEO agencies build task forces that work on these elements in a cost effective and permanent way and provide continuous advice for their clients and partners.

     

    Most agencies focus only on optimizing websites for major search engines. For them, it makes sense as ranking for Google is usually all their clients care about. But this just shows they are narrow minded when it comes to marketing.

    This first thing an SEO company must do is to understand what conversion means to the client. Some partners just want to increase their sales on eBay or Amazon. Others want their restaurant to be among the top picks when people perform a local search on Google. At times, they just want to outperform Wikipedia in searches related to certain topics for academic or promotional purposes.

     

    Still, even when the client knows what their organization should be pursuing, it is common to see them overextending their reach and trying to employ every marketing channel they know of and then some. This often causes an uncontrollable bleeding of resources, and many don’t even know where their money is going until it is too late. They don’t even know what they invest in most of the time when it comes to their digital marketing and SEO efforts. It’s all a big blur of nothingness, and yet they keep on spending hundreds of thousands of dollars every month and are STILL trailing, lagging, limping WAY behind their competitors. This is inexcusable.

     

    First, a true SEO company will always make sure it understands the client’s goals. They will gather information about them, their audience and the promotion channels they are using. The next step is to identify the most efficient channels based on the kind of interaction they want their visitors to have with their product.

     

    Once the right channels have been identified, your SEO company will set your campaign goals.

     

    It is important that companies know their business inside out, and know what they are doing from a financial standpoint before executing an SEO campaign. A responsible SEO company should work with companies who don’t know how to deal with the constant changes in their own industry. As soon as they start struggling with finances, the first thing they do is interfere or outright cut out all marketing efforts.

     

    For instance, we have been approached by clients with huge budgets, but we have had to say no to them because of their weak revenue cycle process management, and their unrealistic approach to digital marketing. Most of them are long gone now, eaten by smarter competitors like us.

     

    We take care of all the marketing needs by running a smooth, clean and WORKING SEO campaigns that speaks in revenue more than just words. But we need our partners to understand that, for this to happen they must let us, the SEO professionals with a really huge track record in the industry, get on the driver’s seat. In return, we let you, the business owner, take an in-depth once-in-a-life-time look at how we do things and our own bottom line.

     

    We ́re not wasting time with people who will have financial problems down the road. We can provide answers and solutions and help our partners navigate the industry and the market. In other words: We WANT them to make money.

    Off-Page and On-Page

    Your website is your MOST VALUABLE asset. But if it’s not ranking, you might as well not have one. Period. The ONLY way to make a website a true lead magnet is to make sure it is optimized and has the right content.

     

    What is On-Page Search Engine Optimization?

     

    On-page SEO is the practice of optimizing individual web pages in order to rank them higher in search engines and bring you more traffic. On-page refers to both the content and layout of a web page. Both are important and can be optimized. (Compare this to “Off-page SEO,” which refers to links to your website and other external signals. For example, in your Business’ Google Maps profile.)

    Why is On-page SEO important?

    • Why is On-page SEO important?
    • What is Off-Page Optimization?
    • Do you need an SEO company?
    • Why we do SEO?
    • Why SEO Services
    • What Is an SEO Strategist?
    • What are the responsibilities of an SEO strategist?
    • What skills should an SEO strategist possess?
    • What Does It Mean to Be SEO Friendly?
    • But what exactly makes a site SEO friendly?
    • How can I improve SEO on my website?
    • Improvements to your Site’s Coding and Formatting:
    • Improvements to your site’s content:
    • Improvements in data analysis and planning:
    • How do I SEO my WordPress Site
    • Change the default permalink
    • Install an SEO Plugin
    • XML sitemap: a must have
    • Use rel=”canonical”
    • Improve your site’s loading speed
    • How Can I Learn SEO?
    • How do I SEO My Website?
    • Is SEO Free?
    • What is SEO and SMO?
    • Some popular tasks often used in SMO are:
    • Which is better, SEO or SEM?
    • What skills are needed for SEO?
    • What is SEO Marketing
    • Who does SEO Work/Who Will do SEO?
    • Why do I need local SEO services?
    • Why SEO Services
    • How do I hire an SEO company?
    • Who is the best SEO company?
    • How do I choose a good SEO company?
    • What can I expect from an SEO company?
    • What should an SEO company do?
    • Should I hire an SEO company?
    • Can I do SEO yourself? Can I do SEO on my own?
    • What are some inexpensive ways to improve a company`s SEO?

    Why is On-page SEO important?

    Google and other search engines want to deliver the best user experience (UX) to everyone who visits your website. They want people to find useful information on a web page that’s well designed and easy to navigate. If your web pages meet those standards, you win.

    However, most websites offer a really bad user experience. We spend most of our time cleaning up after SEO wannabes who make a real mess in their client’s website ́s internal structure.

    Rules change almost daily. And on-page SEO is just like making fine wine: it’s an art and a science, one that requires painstaking care to get the details right. We ask our clients to follow our rules. If they are not capable of doing that very easy thing, we ́re done. Why? Because we know what we are doing. We put whoever we want at the top of the searches we want every day. If they are going to tell us how to do our job, they can pack their bags and go to the next agency down the list.

    There are more than 15 “on-page factors” that Google takes into account when ranking your web pages. Each requiring optimization by an SEO professional to perform at its best.

    They include the following:

    Security protocols (SSL or TLS). You need to follow the latest security protocols and ensure that your visitor ́s information is not being syphoned away without their permission. Your website address should start with HTTPS. It tells Google your site is secure.

    User Experience (UX). On-page optimization begins with the user in mind. Because search engines don’t buy your product or service. Only people do! That’s why we build and optimize websites for people to use and enjoy.

    When visitors come to your website to find what they want, quickly and easily, they stay longer, link to your site, and share it with others. An optimized website design is key to all this. And Google will reward you with higher search rankings.

    As far as user experience goes, you can take a cue from high-traffic sites like Google, Apple, and Amazon. Visitors to these sites, find what they want quickly. They reward those businesses with their time and money. They return for repeat visits. And they tell their friends. All of which you want.

    Tracking and Analytics. You must have forms of tracking where your leads and sales are coming from. Any decent SEO company will make sure you have the best tools installed and that you receive regular reports.

    Website Speed. Speed thrills. Research shows that 47% of your visitors expect your website to load in less than 2 seconds. Just over 50% online shoppers in the U.S. won’t buy from you if your site is slow to load. And 75% of visitors will leave your website, never to return, if it takes longer than 4 seconds to load.

    All of which makes sense. Who likes to wait for anything? Nobody. And when websites like Google and Amazon load FAST and deliver INSTANT gratification, visitors to your website will expect the same from you. That’s not fair. But that’s reality.

    Loading speed is a critical on-page factor in your SEO rankings, almost as important as your content and keywords.

    Robots.txt file. A well written robots.txt will tell Google what to index and what to keep hidden in searches. Letting Google crawl the wrong pages can cost you dearly.

    Navigation Optimization. Websites that have too much duplicate content (without the correct canonicalization), 400s errors, missing tags, and too many redirects, offer a poor user experience. Google knows this and makes sure they don’t show up in searches.

    XML Sitemap. Robots.txt contains a list of pages you don’t want Google to index. XML Sitemap serves the opposite purpose. It is a list of pages within your website that you want indexed.

    Meta Tags. Some people think meta tags are so 1997. And it’s true, the meta descriptions and title tag on your web page are not as critical as in years past. But you must pay attention and format them correctly nonetheless.

    There are two meta tags that matter in on-page search engine optimization:

    1)Meta description. This is like the headline for your website. They’re the first words people see in Google and other search engine results pages (SERPs). And a recent survey showed that just over 43% of people will click on a website in Google, simply based on the meta description.

    This may be news to some, but to us, it’s Marketing 101. Just as a headline must get attention or your print ad is dead, your website’s description in search engines must get attention or your traffic is dead.

    To illustrate, here’s what the meta description for Starbucks looks like in Google search results:

    To be effective, your meta description should get the attention of and spark the interest in the people you want to visit your website. It should be descriptive and concise, no longer than 160 characters.

    2) Title Tag. As the name implies, this is the title of your web page or document.

    It appears in any tab in the top of the web browser. Your title tag should be short, clear and relevant to the content on each page. Otherwise, visitors will sense a disconnect and may bounce off your website.

    For example, when you visit the Menu page on the Starbucks website, here’s how the title appears:

    The maximum length of your title tag is 60 characters. Beyond that, Google will cut off the title and your on-page SEO efforts are wasted.

    Mobile Friendly (Responsive) Web Page Design. Google started penalizing “mobile unfriendly websites” in 2015. And they’re cracking down even more as we speak. That means your web pages must look great on a mobile phone, or else your website will simply disappear from the search results.

    When the Google Panda update happened, many businesses didn’t take it seriously. And they paid a big price. Ebay lost 80% of its most important rankings, for example, because their site was not mobile friendly.

    Everything we see points to Google giving more and more weight to websites designed with mobile users in mind. The reasons are simple — mobile usage is only going up. According to one study, 90% of American adults own a mobile phone. Plus, the number of mobile users worldwide will surpass the 5 Billion mark this year.

    Statistics like these are just a few reasons why you must include mobile responsiveness as a key on page SEO factor. Good news: Google has set very clear standards to consider when designing web pages for mobile users. All you have to do is follow their instructions.

    Outbound Links. Our research shows that web pages with outbound links to related sites are a signal that helps Google figure out the topic of your web page – and send you more traffic that converts. Take the time to research and include outbound links to relevant sites on all your web pages.

    Social Shares. Your web page should make social sharing easy. Because when visitors share your content on Facebook, LinkedIn, Twitter, Pinterest, Google+ and other social networks, it tells search engines that your website is being talked about. In return, you can earn higher search rankings.

    Latent Search Index (LSI) Keywords. These are synonyms that tell Google how to determine the relevancy of your web page. Example: a web page on “small business legal help” can include LSI keywords like “small business legal checklist.”

    Content That Attracts Traffic. Marketing research we’ve seen shows nearly 75% of consumers would rather research a business by viewing content, like articles and videos, instead of watching advertisements.

    In case you didn’t know, consumers now wield more power than ever. They are visiting your website – and those of your competitors – before ever sending you an email or calling your company. And just like bad breath, nobody will tell you if the content on your website is turning people away.

    That’s why it’s critical to listen and learn from your website visitors. You must give them what they want. You don’t have to guess at what articles, blog posts, videos, and other content to create! People will tell you by the questions they ask.

    To attract high quality traffic, your content should meet the following criteria:

    Is it useful, valuable and worth sharing?

    Does it provide a solution?

    Is it unique to your website, written or created in your voice?

    Is it comprehensive and well researched?

    Is it engaging enough to catch and hold interest?

    Is it created in a personal, one-to-one voice that resonates with your audience?

    Can it be shared easily on social media?

    Is it optimized for keywords that matter to your business?

    You’ve no doubt heard that “content is king.” But content by itself is like a king without a country.

    Yes, content marketing is the keystone of any high traffic website. But on page optimization is the keystone of your content marketing. Because if Google can’t find your content, none of it matters.

    Not only do you have to create and publish content that drives traffic to your website and grows your business. You must make it easy and attractive for Google to find and rank.

    Again, that’s a partial list of on-page SEO factors. We’ve identified more than 15 of them.

    If you don’t follow our guidelines, you’re actually saying “Screw you, Google. I don’t care that you notified me a dozen times about mobile capabilities, speed optimization, and all that stuff that make a user feel they’re in the right place. I’m going to do this my way.”

    That’s not a recipe for success, is it?

    Here’s what’s important: On-page SEO cannot be automated. It cannot be trusted to software or to a $5/hour amateur. It takes a skilled SEO professional to optimize a web page so that it delivers the best experience to visitors.

    It all starts with the right framework for your website. Just like the foundation of a house. You can build on sand, and ignore Google’s guidelines for on-page SEO. Or you can build on rock: let us create a solid website structure that delivers the best user experience.

    One last thing: Google evolves and changes the rules for on-page SEO almost daily. So, if you’re serious about getting more customers or clients from your website, you probably don’t have time to do all this yourself. You need a partner who is able to create a better version of yourself and your business, and fight all your battles for you.

    What is Off-Page Optimization?

    While it is important to have a fully optimized website, there are factors outside of it that influence rankings and traffic. These depend on how popular it is in the online world.

    A competent SEO company will pay attention to what is being said about a company, a product, a service or a website. Now people pay attention to online reviews. Today, nearly every business transaction starts with a search on Google. However, Google seems to favor negative reviews in searches. Not that they are sadistic pricks. They aim to offer their users a balanced view of the businesses they search for. So even if you have a thousand positive reviews and one single bad comment, they will make sure it makes it to the front page. This approach is often exploited by people who are actively trying to make the internet an ugly place for all of us.

    And whatever appears about you and your business on page one of Google is critical. Because few people ever click past that first page. So even if your reputation is squeaky clean, just one bad story or review about you online on page one of Google can do a disproportionately large amount of damage to your business.

    And guess what? No news is bad news, too.

    If nothing relevant or positive about you shows up on page one of Google, that’s nearly as bad as a complaint or bad review. And it means that your digital assets – your website and social media profiles — aren’t working as hard for you as they should.

    There are many ways to enhance your online presence. But our tried and true system is the one that works. We have applied it countless times and have generated massive increase of leads and walk-in traffic to our partners.

    Cleanup website backlinks. We only let links from relevant authoritative websites and domains. Buying backlinks from shady sources is not only a waste of time and money. It is a recipe for disaster, and cleaning up that mess is real hard work.

    NAP. Name, Address and Phone number information are like your social security number. If you type it wrong, you are in deep. The problem is that sometimes you use different address or phone number formats, sometimes you just typed a comma in a different place. But now you can´t remember how many times you entered your NAP, the format you used, or if you changed phone numbers or gave a secondary address. This needs to be cleaned up fast.

    Reputation Management. Every business should proactively build and protect their digital reputation on platforms outside the purview of their website (like Google maps profiles). Your customers are researching your products and services online – and those of your competitors – before ever deciding to contact you. If they find negative reviews or dirt about you online, they will never call and you will never know why.

    Here is where the cohesive aspects of a well-coordinated SEO company come into play. We have seen many teams with awesome players in their rooster, and we have also been witness to their equally spectacular demise. Why is that? Mostly because SEO is a team sport. It does not matter if you have all the best players under the same roof if everyone is just doing his thing and clocking out at five o´clock. There must be a careful planning process so everyone knows what their teammates need. For example, you can have the best graphic designers but still deliver a mediocre website if the content does not match what your writers are trying to convey with it. And this problem gets worse if there is no general marketing strategy and specific goals set for each department.

    We believe in a two-sided mindset that is the foundation of our success.

    A digital mind. This is where SEO campaigns take place. But it has to come with a long-term commitment to digital marketing so we can all reap the rewards of our efforts and investments.

    An offline mind. You have to surround yourself with the best people, and let them be the best versions of themselves. Get rid of those who are a burden to you and others, so your business can flourish. And allow yourself to go outside of your comfort zone by trying new things.

    Do you need an SEO company?

    Yes, you do. And you also need a partner willing to invest in your business and your personal growth. Optimizing a website is just the first step to success. We want our partners to think beyond rankings. We want them to picture themselves as leaders in their industries, and to have plans that take them beyond their current territory.

    If you have the spark, then you´ll be glad you found us.

    Why we do SEO?

    If you distilled the answer to why we do SEO all the way down to a single purpose, it’d probably be to connect. We do SEO because we want to connect our content with that vast pool of information that is the internet. We do it because we want that content to connect effectively with search engine algorithms, reliably and productively. We do SEO because we want our content to connect with as many interested people as possible.

    So, let’s look at the answer from those three perspectives to illustrate the purpose of SEO better.

    To connect with the internet:

    The internet, in and of itself, is a vast network of interconnected content, and search engines serve a crucial function that has helped shaped the way it has evolved over the years.

    If you wish to find something – anything – on the internet that you have no previous connection with, you need to use search engines. Most importantly, if you wish for people who might be interested in your content to find it without you directly leading them to it, you need to make sure search engines know about your content.

    Otherwise, that fantastic video you made and uploaded to an unregistered website or that portfolio you uploaded to an online gallery no one knows about, will just sit on a server forever with no views and no user interaction and might as well have been left in your hard drive.

    To connect with Search Engine Algorithms:

    As I said, Search Engines are integral to the way we use the internet today, and their algorithms are the only reliable way machines have to make sense and sort out the massive amounts of data uploaded to the internet every single minute.

    A computer program (an algorithm) is still unable to understand content in the way we humans do. So, as a workaround, we’ve designed the inner workings of search engines to identify key characteristics and markers to help them sort out said content in a manner that makes sense for human users.

    This idea is the principle behind SEO. That of using techniques designed to take advantage of those key characteristics by making sure they are present in the content you put out so that algorithms can reliably find it, sort it, and display it to those people that might be interested in it.

    To connect with People:

    When it’s all said and done, you didn’t write that beautiful poem for Google’s algorithm to sort out and placed in a data index. Your company did not upload a full online catalog of products just to have Bing crawl spiders all over it. And you did not write that clever, hashtagged tweet to get a ping from Yahoo’s search engine.

    You did it all to connect with people.

    You want those who might appreciate your poetry to read and maybe comment on it. Your company is trying to make it easier for people to buy from them. You tweeted to get others into a conversation you might enjoy.

    SEO is about connecting your content with people, and the techniques and strategies that go into it always take that into account.

    Why SEO Services

    SEO services allow your organization to objectively find measurable actions that make it easier for your website to convert. Often, the number of actions is vast enough to require a highly specialized group of people to execute them effectively. These can include lead generation, running targeted advertisements, providing measurement and sales tools, building sales channels to reach new customers, and the creation of content and design specifically directed at your target audience.

    In spite of a popularity surge in recent years, many people are still reluctant to hire SEO services. The most common reasons they blurt out when asked are associated with the perceived size of their own operations. There is a common misconception that only big companies need or can afford to invest on SEO services. But this myth is easily debunked by just pointing out some hard-data-based facts.

    We like to say that SEO is the great market equalizer. You might not have the marketing resources of a multi-billion-dollar corporation, but you can certainly create relevant content and expertly crafted strategies that will put you on top of local searches without having to go bankrupt trying to outbid your competitors. That’s why size does not matter in the end, as long as you understand what your audience wants and how to rub Google the right way.

    Most people do not realize this, but SEO is not a pay-to-win industry. SEO services are a combination of highly specialized web design tools with expert marketing coaching and rarely you will stumble on a firm that has that plus abilities to go above and beyond.

    The internet was certainly a blessing for small businesses. It opened channels that allowed them to reach customers they would have never dreamed of. However, like any other tool ever invented, you have to know how to use it if you want to benefit from it.

    Most business owners have already taken the first step in the right direction: they have created a website that showcases their products and provides a channel for customers to reach them. But this is not enough. Not by a long shot.

    Before a website starts generating even a single visit, it must be found. This means that it should comply with certain objective and subjective parameters. Some of these parameters are explicitly laid out by search engines, while others fall in the realm of human behavior studies.

    For example, a website must be properly coded so Google can correctly index it. It must also be organized in such a way Google robots crawl it efficiently. Proper layout, rich content, and smooth loads are among the aspects that search engines assess in order to deem a page worth their users ́ time.

    But even if your page is properly indexed, there is still a lot to do if you want people to know your website even exists. It is a known fact that 75% of users never go past the first page of searches. So if your page is not among the top 10 results for any given search, you might as well not have one.

    This is why SEO services go way beyond just creating a nice looking and efficient website. SEO experts will also tell you how to attract customers or how to create a campaign that will eventually position your page in that coveted first page. And here is where you can actually beat big household names.

    What Is an SEO Strategist?

    An SEO or Search Engine Optimization strategist is a digital marketing professional (or SEO professional) specialized in developing and analyzing Search Engine Marketing (SEM) campaigns.

    An SEO strategist uses tools such as Google Analytics to monitor and learn how a website is performing and where traffic is coming from to develop a plan to increase said website´s ranking in search engine results pages.

    An SEO strategist works in close collaboration with content creators, web developers, graphic designers, and other marketing and SEO experts to create and execute a strategy that will bring more organic traffic to their clients’ sites.

    What are the responsibilities of an SEO strategist?

    Carry out online research about consumer trends relevant to their clients.

    Collect and analyze data using monitoring software. Some of these data include traffic sources, bounce rate, and others.

    Learn and understand consumers’ preferences and buying habits, and identify potential markets.

    Maximize organic traffic volume from search engines to a website.

    Keep up to date with changes in SEO practices and guidelines, search engine updates, and social media and internet marketing industry trends and development.

    Assist in the inception of marketing content such as blog posts, case studies, video briefs, and more.

    Develop and implement link building campaigns.

    Diagnose your business overall online presence (reviews, google maps profiles, etc.)

    Plan, manage, execute, and monitor content strategies via social networks.

    Monitor and evaluate search results and website performance throughout the main search engines.

    Monitor and assess web analytics dashboards and reports, and use that information to develop effective SEO strategies or modify existing ones to make them more successful.

    An SEO strategist will implement both on-page and off-page techniques that will help them accomplish their clients’ inbound organic traffic goals.

    To be able to develop an effective strategy, they need to perform keyword research, keeping the clients’ goals in mind to both optimize existing content and discover potential opportunities to reach their target audience.

    Because SEO is something that needs to be done from the foundations of a site to the everyday content, an SEO strategist needs to have at least basic knowledge about the different aspects of a website, from code optimization to content creation, to web design. This way, the collaboration with other specialists is easier.

    What skills should an SEO strategist possess?

    Creative and strategic thinking.

    The ability to identify and solve problems quickly.

    Thorough and concise communication skills at different levels -with clients, and other SEO professionals as well as other project managers.

    The ability to multitask without losing attention to details.

    Efficient time management skills.

    An analytical and organizational brain.

    Search Engine Optimization is not a one-and-done project, is a constant effort to bring the maximum traffic flow to a client’s website; and considering that digital marketing has firmly planted its roots in the advertising world, hiring an SEO strategist to rank higher on search results has never been more necessary.

    A knowledgeable SEO strategist will perform a site audit before making any decisions or developing a marketing plan. Once this is done, they can identify the weaknesses and strengths of a site and strategize and act accordingly.

    What Does It Mean to Be SEO Friendly?

    SEO friendly means that a website is set up in a way -from its code to its design, text, and images- that it makes easier for search engine crawlers to index the content, determine what the site is about, and show it in search results pages. In short, it usually means an SEO expert took your site and did a great job.

    Being SEO friendly can help a website appear in the first pages of search results and with more than 2 billion websites, and more than 5 billion daily searches, you want your site to rank as high as possible.

    But what exactly makes a site SEO friendly?

    Your website’s title pages are unique, and you should tell Google by using title tags. Titles should be concise but descriptive. Use meta tags to describe what each page is about accurately; meta tags should include the most relevant keywords so that you let search engine crawlers know precisely what your site is about. Use an effective meta description or description meta tag. Meta information is what Google displays when your site appears as a search result. It should include relevant keywords and be brief yet persuasive to entice users to click on it. Again, each page should have a unique description.

    Use easy to understand URLs. This helps you keep your content organized while allowing search engines to categorize each page on your site accurately. Ideally, you should use the words that best describe what the page is about.

    Make your site easily browsable. This helps visitors quickly find what they are looking for. To accomplish this, create an intuitive hierarchy and use text for navigation. Include an HTML sitemap for users to turn to and an XML sitemap so search engines can find the pages on your site.

    Publish relevant, compelling content on your site. This alone will go a long way in the eyes of search engines. What’s more, users know and like to share good content, and this will also bring organic traffic to your website. The first rule about SEO is that you should always put users first. They are the ones who will ultimately read and share your site or recommend your products or services. Even Google itself is in the business of making users happy, so that should be your main goal.

    Use appropriate anchor text. Anchor text is the text you use to link to other pages. It should tell the user and the search engine what the page you are linking to is about.

    Optimize your site’s images. You can provide information about the image using the “alt” text attribute. Doing this lets you provide information about the image if it cannot be displayed for any reason. The images’ file names should also be descriptive of their content.

    Use heading tags to organize your content for both the user and the crawlers. These are used to give content a visual structure that allows users to know what the most important information is. There are six heading tags from h1 to h6, which denotes the degree of importance of any given text. Avoid using heading tags excessively or using them only for styling text. Text within a heading tag must be meaningful to the reader and to search engines.

     

    The ultimate goal of making a website SEO friendly should be to present users with the best content possible in the best way possible. Great user experience is any search engines’ number one priority when deciding what rank a website will be granted.

    How can I improve SEO on my website?

    You can start improving your website’s SEO by taking care of a handful of critical tasks grouped in three areas that search engine algorithms pay a lot of attention to, but most people tend to neglect to varying degrees: Improvements to your site’s coding and formatting, improvements to your site’s content, and improvements in your data analysis and planning.

    Improvements to your Site’s Coding and Formatting:

    This is one of the most straightforward areas to fix, but since it requires at least some understanding of the technical side of things, most people tend to have websites with subpar coding and formatting, which ends up playing against them with search engine algorithms.

    This area is all about making sure that the nuts and bolts of your pages are all tight, and in a way that will help algorithms understand what your content is about, and that your site is healthy and current.

    Checklist:

     

    Optimize page titles and metadata descriptions

    Use SEO friendly URLs

    Customize your 404 page

    Have a mobile-friendly version of your site

    Create an XML and a User sitemap

    Fix broken links

     

    You can find in-depth guides on how to take care of each of those tasks for your site. Some require a bit more technical know-how than others, but every single one has a considerable weight when it comes to staying on algorithms’ good graces.

    On the other hand, you can always leave it to an SEO expert and sit back.

    Improvements to your site’s content:

    Content is paramount.

    It doesn’t matter how much optimization you make, at the end of the day people visit sites for their content, and yours needs to live up to their expectations.

    Quality content is the most reliable way to increase your website’s prominence in SERPs over time organically, and the best way to ensure that once someone sees your site, they’ll want to come back.

    Checklist:

     

    Use proper heading and formatting to make your content more appealing to readers.

    Optimize your images titles and metadata.

    Get backlinks from other sites.

    Include internal links and backlinks to other content in your website.

    Upload only quality content that adds value to your viewers.

    Update consistently and regularly.

     

    When you work on your site’s content, endeavor to please your viewers and provide things they’ll find valuable.

    Improvements in data analysis and planning:

    Lastly, let’s discuss metrics and data analysis for a second.

    When most people set out to improve their sites, they neglect to take a deep, honest, look at their initial metrics (sites visits, content response, social media engagement, etc.) What’s even worse, they fail to keep a close track of how their changes affect (both positively or negatively) their website’s overall performance.

    Keeping an eye on your site’s metrics, and implementing changes based on what those numbers suggest is the only reliable way to grow your website’s popularity consistently.

    Checklist:

     

    Keep track on page-speed load times and improve when possible.

    Use Google webmaster tools and analytics

    Keep close track (journal, file) of relevant metrics: which days you get your most views, which topics see more engagement, etc. And let those number informs the tasks and content you should implement next.

     

    Once you start working these fixes on your site, you’ll begin seeing the improvement you want.

    Do keep in mind that SEO is all about growing your site’s prominence and exposure over time, not overnight. Give time for these improvements to take hold and be patient, once you have fixed everything that was broken on your site, and begin putting out content and campaigns to attract new views, your site’s prominence and popularity will start increasing organically.

    Once that’s taken care of, you can start applying and

    How do I SEO my WordPress Site

    If you have reached this article, you probably Googled “How do I SEO my WordPress Site?” or something along those lines. A common question an SEO expert hears about twice each week.

    We are here to give you 5 actionable tips that you can start implementing now if you have a WordPress site and want to start gaining visibility using Search Engine Optimization.

    Before taking any steps to optimize your site, check that your visibility settings are configured in a way that allows the search engines to crawl and index your site. You can do this by going to Settings> Reading>Search Engine Visibility, unticking the box and clicking “save changes.”

    Once we are sure our site is actually being crawled, we can start implementing SEO strategies that will have your WP site moving up the search results rankings.

    Change the default permalink

    WP’s permalink is an odd code that looks somewhat like this: ?p=[id]. This doesn’t really tell search engines anything about your site, or the page itself. There are two ways of improving this.

    The first one is substituting the default link with the page or post ́s name. The second one is using relevant keywords as the link.

    How do you go about doing this?

    You can edit permalink by going to Settings > Permalinks. You can go with several options, but “Post Name” is the standard.

    If you want to use relevant keywords instead, you can edit the permalink manually right before publishing a post or page.

    Install an SEO Plugin

    There are different plugins available that will help you optimize your WP site. The most popular ones are All-in-One SEO-Pack and Yoast. They are both effective in helping you optimize your site, even if you have no knowledge of SEO when you first start. You can use both to optimize each post that you publish, but Yoast has certain features such as content analysis, SEO scoring, and focus keyword that make it easier for SEO beginners. Additionally, Yoast will create an XML map automatically, which brings us to our next point.

    XML sitemap: a must have

    In a nutshell, the XML sitemap is what tells Google all it needs to know about your website and all its pages. The XML sitemap lists all the content of your site, and it makes it easier for Google to find and index it. If you want to check out what your site ́s map looks like, all you need to do is type your site’s URL followed by /sitemap_index.xml.

    Use rel=”canonical”

    You should enable this tag as soon as you install the SEO plugin of your choice. Using this tag for all the pages on your website will help search engines determine what the original URL of the content on your blog is, eliminating duplicate content issues.

    Improve your site’s loading speed

    Loading speed is one of the main factors search engines like Google take into account when ranking sites. This can be done using a caching plugin. You are probably wondering why loading speed is so important, and the reason is that Google wants to provide its users with the best experience possible when they are browsing the web. In the era of instant gratification, no one wants to wait more than a few seconds for a site to load. And Google knows it.

    How Can I Learn SEO?

    There’s a lot of content online – Video tutorials, guides, articles, podcasts, books, – that you can use to learn Search Engine Optimization and SEO techniques with varying degrees of technical depth and challenge. SEO is a broad field that encompasses several other branches of knowledge, and along the way, you’ll pick up insights on topics ranging from tech and marketing, all the way up to psychology and effective communication.

    As for the best way to learn SEO, you’ll probably want to figure out what it is you are trying to accomplish first.

    Do you want to learn SEO as a profession? Or maybe you just want a basic understanding to be able to communicate with your team better? Do you have a more practical/results-oriented goal in mind?

    Depending on the answer, some avenues might be better than others. Let’s go over some of them to figure out which one suits your needs best.

    Learning SEO as a Profession: Books are probably your best source of reliable, comprehensive knowledge. Reading in-depth texts on SEO gives you a deep understanding of the ins-and-outs of the industry, covering the nuances that other mediums might just gloss over.

    Depending on your current level of knowledge, introductory-level texts are best. Search Engine Optimization All-in-One for Dummies by Bruce Clay and The Art of SEO: Mastering Search Engine Optimization by Eric Enge are two great ones to get you started.

    Don’t be discouraged by the “For Dummies” brand. This book is very approachable and an excellent starting point for everyone. The Art of SEO is written by one of the giants of the industry and serves as a great crash course on the history and landscape on the subject.

     

    Learning SEO for effective communication: One of the main challenges of hiring a digital marketing agency or an SEO consultant to take over your content’s SEO is taking a back seat and let others decide upon your business’ content.

    However, just by learning the basics terms and getting a sense of what each strategy is about you can become a part of the conversation productively.

    Keep a journal and jot down unknown words and strategy names as they come up. Later, do a simple google search on them and pick up the basics of what they are about. Just by doing this simple task you’ll get a solid understanding of what’s going on, and will be able to pitch in and steer the process much more efficiently. It’s all about using the expertise of your SEO assets to the fullest.

    Learning SEO Hands On: Lastly, a lot of people want to learn SEO basics in a practical manner, to improve their online content as soon as possible.

    It is a valid approach and one that has been made relatively easy due to the sheer number of DIY guides, How-To ‘s and explainer videos on the subject you can find online.

    Granted, these sources won’t cover the more complex processes, and the more advanced techniques might be too difficult to implement by yourself. But even the most basic SEO strategies can have a powerful impact on your content’s exposure, and this is entirely possible to do by following guides from reliable sources.

    How do I SEO My Website?

    Search Engine Optimization can take place at different levels of depth and complexity. Even if you aren’t a tech guru, there’s still plenty you can do – as far as optimizing your content goes – to start improving your website’s visibility and SERPs prominence. Even if you can’t hire a professional agency to take over your content’s optimization at the moment, the improvements and strategies you implement yourself can take your content to a much healthier place and will serve as a stronger starting point when you hand the task over to SEO professionals.

    Making the distinction between core and advanced SEO practices is vital for someone looking to take care of their content’s SEO. Especially if you don’t have a background in tech. Many people make the mistake of obsessing over a single type of optimization, wasting lots of time and effort struggling to climb a complexity ladder they aren’t equipped yet to take on.

    Instead, we argue for the merits of a “basics-oriented” approach. One where you focus on covering the most essential SEO practices to some extent, making sure to fulfill most (if not all) of them, to seamlessly improve your content’s prominence in the least amount of time possible.

    There are plenty of resources on our website and the internet as a whole of the many tasks you can undertake to improve your website’s SEO yourself, however, we’d like to provide you with a handy checklist of the more accessible and useful tasks you can (and should) take care of to optimize your content:

    Initial Analysis and Assessment: You need to fully understand your content/product and who it is for. This might rub some of you as too basic, but you’d be surprised how often inexperienced people set out to start improving their content through SEO without having these critical points sorted out first.

    Whatever type of content or industry you are in, to do SEO effectively you need to understand what it is you are offering and who you are offering it to. This information should inform every strategy and action you take toward optimization.

     

    Keyword Research: Once you understand what you have and who it is for, you need to translate that into the internet’s way of doing things. And that’s what Keywords are for.

    You’ll find a lot of information floating around on this subject, but the gist of it is to try and find the right words your clients are using to search for content that relates to what you offer. Then using those words in the content you make, or letting it inform Google of the type of content you should be creating to attract more people.

     

    Content: Unsurprisingly, once you know what words your type of customers are using to find what you offer online, you need to start producing content that aligns with what they are looking for.

    This can take many forms: Videos, blog posts, social media posts, eBooks, etc. Choose a medium that fits your brand, and start producing quality content to give a reason for people to interact with what you do online.

     

    On-page Optimization: This one may require a bit more technical know-how, but with a few guides and patience, can be handled by most people.

    On-page optimization is a blanket term used to describe the different technical tweaks and improvements one can do to digital content. The goal is to make it easier or more appealing to viewers.

    Page load times, Correct heading, Link health, multimedia variety, Layout, formatting, readability. These are all characteristics that can and should be improved to the best of your ability once you start taking care of your content’s SEO.

    As I mentioned, these are just the tip of the SEO iceberg. However, taking care of any or all of these instances for your digital content will set you on the right path for a prosperous and healthy online presence.

    Is SEO Free?

    SEO can be free, if you take care of it yourself. When we talk about SEO, we are discussing many strategies intended to feature online content more prominently on search engines results. While some of these approaches (like setting up pay-per-click ad campaigns) can require an investment in money, many other SEO practices can be implemented at no monetary cost if you learn how to do them yourself.

    Do keep in mind that any SEO practice you engage with on your own require a time investment at the very least. Which, depending on your technical know-how, might end up being quite high.

    Fortunately, there’s a lot of documentation online that can help you in this endeavor, and taking care of your own SEO – at least initially – will grant you a few advantages.

    For one, you’ll start benefiting right from the start by improving your content until you are able to hire an agency to take it to the next level. For another, you’ll begin accumulating some knowledge on the subject, which will come in handy later down the road when you have to make strategic choices and oversee the SEO task an agency recommends for your business.

    As far as the strategies themselves, here are a few of the free SEO practices we believe should be at the top of your priority list:

    Market Research/Analysis: Thoroughly knowing and understanding your target audience is an essential building block of any SEO strategy. It stands to reason that it be one of the first things you should focus on before moving onto more involved tasks. In principle, doing this type of analysis might sound daunting, but as someone with intimate knowledge of your product, you are uniquely equipped to determine the info you need.

    Make a profile (and keep it updated) on your content’s target audience: Age, Sex, Geographic Location, Needs related to your product. And let this profile inform and improve your other SEO strategies as you move on.

    Keyword Research: Once you know who you are creating content for, you can move on to one of the big ones as far as SEO strategies go: Keyword Research. KR is all about finding out which words people use to find the type of content or product you are offering. You can use free tools like Google’s Keyword Planner to this end, and use your target audience profile to further home in those perfect keywords you can use to lead them to your online content.

    Generate Content: Once you have a solid understanding of the audience you are trying to attract, and know the most popular keywords they use to find the type of content you offer, it is time to start creating quality content utilizing this information. Content comes in many shapes, and it will all depend on the type of business you have.

    Someone selling on Amazon might start a blog with reviews for their products, and link back to their listings. A photographer might start an online portfolio, using the Keywords he researched on the image titles or descriptions.

    Using these strategies cost you no money, and they are bound to have a positive impact on your online presence.

    What is SEO and SMO?

    While SEO refers to Search Engine Optimization, and speaks to the different digital marketing strategies that can be put in place to improve a piece of online content prominence and exposure on the internet. SMO stands for Social Media Optimization, and relates to all strategies used to achieve a better image and standing using social media platforms like Facebook, Twitter, and Instagram.

    Online marketing is all about making sure people are finding your products and interacting with your brand before they do so with your competitor’s. It’s about connecting with your customers, and in this regard, there are few more powerful platforms than what social media has become over the past decade.

    Roughly 70% of the United States population has some form of Social Media presence, which right off the bat speaks of the potential reach using these platforms for marketing can bring to the table.

    By their very nature, Social Media platforms are the ideal ecology to nurture elusive and valuable things every business should be trying to achieve: Brand awareness, brand projection, positive client interaction, and reputation management.

    With that in mind, SMO becomes the art of shaping out, and honing around, those precepts and core objectives. Offering several great usages for social media platforms as a form of marketing which can bring a lot of value to any digital marketing campaign.

    Some popular tasks often used in SMO are:

    Social Media Platform Assessment: Although any of the major social media platforms out there right now are bound to bring something to the table as far as marketing advantages, not all platforms are created equal.

    Different social media ecosystems might resonate with different types of content better. Doing a thorough assessment of their strengths, weaknesses, and how those particularities might relate to the kind of industry you are in or the type of content you want to promote, can make or break your SMO strategy.

    Social Media Content Management & Production: At the end of the day, social media platforms are content distribution networks. Each one has a different flavor, follows different customs, and sticks to different trends, but in the end, they all distribute content.

    Having a dedicated person (or staff team, depending on the magnitude of the SMO plan you are implementing) is essential. Someone who not only is intimately aware of your campaign’s goals, but also has a deep understanding on how the chosen social media platform (or platforms) work, to produce quality, relevant, and engaging content that will resonate with the audience it is intended for.

     

    Metrics analysis & Implementation: One of the huge advantages of using these platforms as marketing tools, is the sheer number of metrics and data you can make use of.

    Some platforms (like Facebook) excel at this better than others, but in the end, all of them have some form of metrics, trends, and user models that need to be kept an eye on. Patterns that can be used to refine further and improve your strategies to make them more effective.

    Interconnectivity and cross-pollination: SMO should not occur in a vacuum. Instead, creating positive feedback loops between your social media marketing efforts and your other type of digital marketing (SEO and SEM) helps potentiate the whole scheme by feeding on one another.

    The ultimate goal of SMO setups is to keep people going from different instances of your content to others. People who find you on Facebook are directed to your online store. People who see one of your PPC ads on Google might end up following you on twitter. All of this powering up your brand recognition and client engagement goes up exponentially.es up exponentially.

    Which is better, SEO or SEM?

    Objectively, neither practice is better than the other. Both, Search Engine Optimization and Search Engine Marketing are specialties that try to accomplish the same goal: Improving your content’s exposure. However, they go about it in slightly different ways and utilizing different approaches and strategies.

    With that in mind, which of the two is subjectively better depends significantly on your specific goals for your campaigns and content, and the resources you have available to meet them.

    Contingent on your particular situation, one or the other can serve your needs better. Let’s take a look at each practice individually to see where they shine and where they lack, so you are better equipped to determine which one can serve you best.

    We already established that both practices aim to increase your content’s exposure, but it might be useful to reiterate that SEO focuses on using techniques to organically grow your content’s prominence over time, while SEM includes paid digital marketing tactics that can have a noticeable effect faster, but at the cost of monetary investment.

    Some of the most common SEO practices are:

    Keyword research and implementation

    Optimized content creation

    On-page optimization (design, load times, navigation, readability, etc.)

    HTML and Coding improvements (Proper URL formatting, crawler-tagging, etc.)

    Some of the most common SEM practices are:

    PPC (Pay-Per-Click) Ads Campaigns.

    PPC Listings.

    Social Media Paid Advertising.

    Metrics management and optimization.

    Now, both approaches have their advantages and disadvantages. And can accomplish wonders for your content when implemented in tandem. Any holistic digital marketing will most likely make use of both practices to different degrees at different points of the campaign. However, the distinction between them is mostly marked by the resources necessary for their optimal use.

    One of the great advantages that SEO brings to the table is its approachability and its permanence. You can hire a company to take care of your SEO needs whenever you can spare the budget for it. But even if you don’t, there are plenty of SEO tasks that you can start implementing yourself in the meantime to greatly benefiting your content.

    On the other hand, since SEM revolves around paid advertisement systems, having an initial marketing budget to cover the setup and ongoing costs of having paid advertisement running is an entry point hurdle to overcome.

    Another big difference between them is accessibility.

    Some of the basic SEO practices require little knowledge for you to try and implement them to some degree of success. There’s little chance you can hurt your efforts by trying SEO techniques even by yourself.

    SEM, however, is a bit more restrictive if you want to do it right. At least some knowledge of marketing and copywriting is necessary for PPC ads to be effective, as well as an understanding of the whole search engine or social media marketing platform.

    Another significant divergence between them is that, while SEO grows your exposure over time (and remains working even long after you have stopped proactively implementing it) SEM practices like PPC ads only work as long as you can support paying for them. As such, there’s a genuine chance to hurt your marketing efforts with ineffective ads that you have to be constantly paying to keep up.

    At the end of the day, which route is best for you depends much on what you want, and the resources you have to achieve it. If you are unsure, you should defer to the recommendations your chosen digital marketing company makes as far as your particular situation.

    What skills are needed for SEO?

    Effective search engine optimization requires an amalgam of specialties, where most of the skills involved fall on the realms of advertisement and marketing, technology and software, and creative content production.

    It is a common topic in the industry. For one, most clients are often curious about it and ask to better understand what goes into the job. For another, people looking to get into the business always ask the question as a reference for the path they should follow.

    In any case, those three major fields fulfill a role to different degrees in almost any SEO project, and by extension, are handled to some extent by any SEO professional. That being said, there are also many complementary skills and knowledge sources that also complement the few big ones.

    To better understand what skills are needed for SEO, let’s divide them into those categories and take a closer look at the role they play:

    Marketing and Advertising: When it’s all said and done, optimizing content for search engines is an advertisement enterprise. No matter your particular goals for a piece of content online, if you are doing SEO for it, the aim is to drive more people to find it through search engines and interact with it.

    As such, any SEO job needs to be carried out with that ultimate goal in mind. The strategies you end up going for, and the content you create, should always be informed by that ultimate goal, and the professions of marketing and advertising are the perfect source to find ways to communicate with customers effectively, and doing so in an appealing way. SEO can’t happen without those.

    Technology & Software: You can’t do SEO without tech. The whole industry is based around the way in which the internet was built, and how we use it to share information today.

    In that sense, understanding how search technology works – search engine algorithms, keyword research, digital trends – is also a fundamental pillar of any SEO endeavor. Now, not every SEO professional need to also be an accomplished programmer or designer, but the more knowledge one can accumulate in those areas, the more versatility and skilled the SEO expert will be to handle any SEO project.

    Creative Content Production: Understanding of marketing and tech aren’t enough. Any SEO project comes hand in hand with content. Content you want to use to tug people’s attention. Content that can effectively carry a message. Content that will stand out from the competition and get you the views you are after.

    And that’s why any SEO professional needs also have some expertise in content management and production, even if he’s not directly producing it himself, the overseeing efforts go much more smoothly if they understand personally everything that goes into such tasks.

    As far as complementary skills that can benefit any SEO project, the list is expansive. However, some of the most valuable are:

     

    Critical thinking.

    Effective communication.

    Programming/Web Development.

    Problem-solving.

    Management.

    Investigation & Research.

    Decision Making.

    Flexibility.

    What is SEO Marketing

    SEO marketing is the use of specialized tools to analyze a website from various perspectives and find correlations between its elements and factors that help increase visibility, traffic, conversions, brand awareness or whatever it is that the client wants to achieve with his or her website.

    Notice that clients might have completely different things in mind when deciding it is time to create a website. An online store will not merely need increased traffic. Visits for them are of no use if they don´t convert into sales. Contrastingly, an organization focused on raising awareness on certain social issues will want people to share their content and maybe turn visitors into activists without necessarily having to make a single sale.

    A good online marketing agency will always focus on measurable data and specific processes that have a direct impact on concrete aspects that need improvement. When a strategy is being built, you need to know where all your resources are going, and have an idea of the time it will take for results to show.

    This is why it is so important to avoid making business with anyone who speaks in vague terms about what they can do for you. Ambiguity means that they will always put the blame on something out of their control, even you, when they start missing goalposts.

    Expert SEO marketers will always show you relevant data and specific actions that clearly impact the variables that affect you.

    But SEO marketing does not stop there. Most departments within an SEO Company depend on the plan devised by marketing strategists. Marketing specialists are also in charge of the approach that the design, content, development and SEO departments will take with each client.

    After they study a client’s competitors, new trends in design and content creation, the latest tools and apps available, and even current political and social events, they determine the course of action a company should take. They ́re the ones who decide what a new website should look like, what tone should the content have, what topics should be avoided, and how the general user experience should be. They also recommend courses of action like organizing special events, discovering sponsoring opportunities, setting up sweepstakes campaigns, sending out press releases, and everything that could have an impact on how the public perceives their client.

    Of course, it all must be measured and pondered to calculate risks and opportunities and making sure every action affects the brand positively. Constant communication with the client is key. All actions, results and data must be gathered in comprehensive reports and delivered periodically. It not only serves as a tool for directing marketing efforts, but it also shows the client where his or her dollars are being spent and if that spending is justified.

    This means that SEO marketing is much more than just selling. It is both a science and an art. We use objective data to design strategies aimed to meet your organization’s goals, and then measure the results in real time so you always know how your investment impacts your overall performance. But it is also an art that transforms your product or brand in the eyes of your audience to create trust and foster customer loyalty.

    Who does SEO Work/Who Will do SEO?

    Search Engine Optimization is a field that combines skills in the realm of tech, marketing, and social engineering. A particular set that is not easy to come by. Most of the time, whenever you need SEO solutions for your online content your best bet is to hire an SEO/ Digital Marketing company. Other options are hiring a freelancer/consultant to help you out, or learning to do it yourself.

    By going with an agency, you’re instantly benefitting from several key advantages that dramatically improve the chances you’ll get the best possible service and the results you want.

    By hiring an agency, you get to skip out all the time, effort, and harsh lessons you need to go through when learning to do so yourself. On top of that, you get to start benefiting from the improvements made to your content in a shorter time frame.

    SEO & Digital Marketing agencies tend to be divided into departments. Each focused on different tasks that come together to form a solid SEO strategy that works to your needs. Not having to depend on a single person to take care of it all makes the process much smoother.

    When dealing with agencies, you get more tools to gauge quality and legitimacy. Most reputable agencies will have an ample portfolio of clients with references, and samples of the work they’ve already handled, which will give you a reasonably good understanding of what they can do for your business before you even seal the deal.

    Your second option is to go with a freelancer or a consultant.

    Most people who decided to go this way do so because they think the service will be more affordable. And while it might appear so on the outset, an unprepared or unqualified freelancer, incapable of handling your project might end up costing much more in the long run.

    Freelancers are ideal for smaller projects, or to complement SEO efforts you are already handling yourself as an extra source of information and assistance. Most popular freelance sites, like Upwork, have an SEO section where you can contact people offering their services in the field.

    The two major drawbacks being that gauging the actual expertise the person has might be difficult (particularly if you are on a budget and can’t afford the ones more established,) and that depending on the size of your project, a single person might not be able to take it all on effectively.

    Lastly, several of the most essential SEO techniques and strategies can be learned by someone with basic tech know-how and implemented effectively to some extent. The main issue is that, just like learning any other complex skills, this route requires a lot of time and effort, and might not be sustainable in the long run.

    Whether you decide to go with an agency, a freelancer, or take on your SEO needs yourself, you need to be aware of scams and overpromises. There’s a lot of valuable information and reputable sources out there that can help you get the results you are looking for out of SEO, but there are many others that might cause more problems than they solve. A keen mind is essential in the process of choosing your SEO source, so you can get the results you need.

    Why do I need local SEO services?

    Local SEO is the use of online marketing strategies and tools but with a more laser-focus approach. Most big companies benefit from their clout power as people search for them by using their name in searches. But, when people search for products and services, search engines now show those businesses that answer specific questions or are located closer to the user (as Google maps results). This is where the power of local SEO services resides; it evens out the field for small businesses.

    We can all agree that people love big brands and trust traditional household names. However, whenever people need to buy something, 72% of people now search the web first to find reliable information, and google will always show them the most relevant results based on location and usefulness. And this happens more often than you might think: 30% of consumers would do this at least once a week.

    But information is not the only thing that users crave. Yes, there has been a spike in the demand for information since the internet appeared. This has made it imperative for startups and businesses to provide high quality and relevant content to be deemed relevant, not only by their customers, but by search engines as well. However, the focus of customer ́s interests has steadily shifted from getting instantaneous information about the product, to getting the product as soon as possible.

    That’s why we have seen a sharp increase in online sales numbers; they more than doubled during the last 4 years. 3 out of every 4 customers declare to use Google as their first step down the sales funnel. It means that most people like to see a business appear in local listings and Google Maps. They want to see where the business is located, business hours, products and services offered, and what other people say about them. 80% of the people won’t buy from a store that has bad or nonexistent reviews.

    Local SEO services help companies address all these elements with strategies focused on boosting a business ́ online visibility when people perform local searches. A practice that’s becoming increasingly popular with platforms like Google maps.

    For example, searches that include the keyword “Near Me” are currently on the rise. In one year alone, we have witnessed a 200% increase in searches containing the keyword. We can correctly link that to the fact that voice-based searches are also gaining traction. A sound local SEO strategy will be built around this fact and aim to include a website in every relevant local listing, providing consistent information to all of them, and crafting content that locals find appealing and reachable. It should also concentrate efforts into getting favorable customer reviews, useful pictures, locally focused promotions, etc.

    Companies that do this correctly, will find themselves climbing ranks in searches in no time, and eventually reach the first pages for certain keywords without having to dish out money in Google Ads in order to remain visible.

    Local SEO services allow small and medium sized businesses to be found among the colossal internet noise. The best part? Results are organic and very hard to undo if implemented correctly.

    Why SEO Services

    SEO services allow your organization to objectively find measurable actions that make it easier for your website to convert. Often, the number of actions is vast enough to require a highly specialized group of people to execute them effectively. These can include lead generation, running targeted advertisements, providing measurement and sales tools, building sales channels to reach new customers, and the creation of content and design specifically directed at your target audience.

    In spite of a popularity surge in recent years, many people are still reluctant to hire SEO services. The most common reasons they blurt out when asked are associated with the perceived size of their own operations. There is a common misconception that only big companies need or can afford to invest on SEO services. But this myth is easily debunked by just pointing out some hard-data-based facts.

    We like to say that SEO is the great market equalizer. You might not have the marketing resources of a multi-billion-dollar corporation, but you can certainly create relevant content and expertly crafted strategies that will put you on top of local searches without having to go bankrupt trying to outbid your competitors. That’s why size does not matter in the end, as long as you understand what your audience wants and how to rub Google the right way.

    Most people do not realize this, but SEO is not a pay-to-win industry. SEO services are a combination of highly specialized web design tools with expert marketing coaching.

    The internet was certainly a blessing for small businesses. It opened channels that allowed them to reach customers they would have never dreamed of. However, like any other tool ever invented, you have to know how to use it if you want to benefit from it.

    Most business owners have already taken the first step in the right direction: they have created a website that showcases their products and provides a channel for customers to reach them. But this is not enough. Not by a long shot.

    Before a website starts generating even a single visit, it must be found. This means that it should comply with certain objective and subjective parameters. Some of these parameters are explicitly laid out by search engines, while others fall in the realm of human behavior studies.

    For example, a website must be properly coded so Google can correctly index it. It must also be organized in such a way Google robots crawl it efficiently. Proper layout, rich content, and smooth loads are among the aspects that search engines assess in order to deem a page worth their users´ time.

    But even if your page is properly indexed, there is still a lot to do if you want people to know your website even exists. It is a known fact that 75% of users never go past the first page of searches. So if your page is not among the top 10 results for any given search, you might as well not have one.

    This is why SEO services go way beyond just creating a nice looking and efficient website. SEO experts will also tell you how to attract customers or how to create a campaign that will eventually position your page in that coveted first page. They will make sure your business’ presence in platforms like Google Maps is on point. They will take advantage of less exploited yet powerful strategies like local SEO to give you an edge.

    And it is strategies like those that make it possible for you to actually beat big household names.

    How do I hire an SEO company?

    Hiring the right SEO company to boost your website’s organic traffic can be the difference between your success or failure. You can either find SEO experts that work in your city or hire an SEO company that does remote work. There are many legitimately successful SEO services online. But their approaches differ greatly. Most charge you a global rate and then outsource most of the work to unaccountable third parties. The chances of this working are slim, and they´ll tell you that it is actually not uncommon to fail. That´s a great way to save face, but it is just a lazy approach.

    Other companies adopt a more selective approach to SEO and digital marketing. They act both as service providers and investors as their main source of income comes from their client´s growth. These companies tend to fight very hard to get their clients to the top, but are also very selective with who they choose to work with.

    Do your research and once you’ve narrowed down the list of companies that you could potentially work with, contact them to know more about their services, what type of SEO they do, and any questions you may have regarding their services and the costs. An SEO company that knows their business won’t hesitate to answer any questions you may have about their practices and results.

    Who is the best SEO company?

    The best SEO company will increase organic traffic to your website, increase your site’s ranking on the search engine result pages, generate qualified traffic (visitors that have a high potential of becoming clients), improve your brand’s awareness, credibility, and exposure. All of this requires a multifaceted, continuous effort, and it’s a gradual process. Beware of SEO companies who promise to rank you on the first page or the first spot on SERPs overnight. They are likely using unethical practices and can have your site banned quicker than you can say SEO. 

    How do I choose a good SEO company?

    A good SEO company can boost your business’s online growth. That’s why it is essential to choose it carefully. There are many successful SEO companies offering their services. But there are also many scammers or black hat SEO providers who could easily have your site banned from search engine result pages. Here are some things to consider asking when choosing an SEO company:

    How will they improve your search engine rankings?

    Can they share relevant data and success stories of your past clients?

    Do they follow Google’s SEO best practices?

    What type of SEO do you do? Technical, off-page, on-page, Local SEO, or all of them?

    How would your SEO strategies work together with our other marketing efforts?

    These are key questions that any reputable SEO company should be able to answer before you decide to hire them to work on your website.

    What can I expect from an SEO company?

    Here are the top 5 things an SEO company should do for your website:

    They should learn all there is to know about your business, your goals, and your audience. 

    Before making any moves or planning any strategy, they should audit your website as is.

    They should outline a clear strategy of how to achieve the SEO goals you’ve established together.

    They should identify where the gaps in your content are and what gives you an edge over your competitors.

    They should improve your On-Page SEO

    They should exploit less-used, highly-effective strategies like local SEO and Google Maps optimization.

    What should an SEO company do?

    Many business owners don’t understand what happens when they hire an SEO company. Search engine optimization is a set of strategies that increase a website’s ranking on search engine result pages (SERPs) to boost organic traffic and visibility. But what does an SEO company do to achieve this?

    A legitimate SEO company, i.e., a white-hat SEO company, juggles with a lot of data and over 200 different factors to improve your site’s chances to rank higher. Among the most important aspects of a website’s SEO that an agency deals with are:

    Page loading speed

    Responsiveness (is your site mobile friendly?)

    Is your site secure?

    Does it have the right schema markup?

    Is the content high-quality, relevant, and engaging?

    Does it target the right keywords?

    Does it have good quality backlinks?

    How can all of the above be improved?

    Overall, an SEO company should evaluate all the aspects of your website, from how clean your code is to off-page optimization and everything in between.

    Should I hire an SEO company?

    Whether you should or shouldn’t hire an SEO company depends on several factors such as your budget, your available time, your knowledge, and your business goals.

    If you want to focus your time on the operative side of your business

    If you know little or nothing about SEO and what it entails

    If you don’t have time to learn everything you need to know about search engine optimization…

    But you want to improve your site’s visibility and ranking on the search engine result pages; then you should hire an SEO company to do it for you.

    Can I do SEO yourself? Can I do SEO on my own?

    You can improve your website’s visibility by yourself. But the learning curve and effort you’ll have to make won’t be insignificant. SEO is a multilayered and multifaceted process, and taking full advantage of the practice requires an SEO expert, simple as that.

    You’d need to learn about backlinking, site authority, penalties, keyword research and optimization, code optimization, URL structure, how to use Search Console, and other analytic and data collection software, technical SEO, and this is just to name a few. If you can manage the time and discipline to learn how to do all this by yourself and do it properly, then you’re good to go. If you know you don’t have the time or knowledge, then it is best to leave it to the SEO experts. Taking the wrong step can harm your site’s visibility and rankings, and then you’d have to call SEO professionals anyway.

    What are some inexpensive ways to improve a company`s SEO?

    Post high quality, relevant, and engaging content (if it’s long-form even better)

    Improve your on-page SEO

    Pass authority to other pages on your site with internal linking

    Make sure your website is responsive

    Improve your site’s page loading speed

    Review your profile in outside platforms (like Google maps) and make sure there’s consistency in your data.

    Do you want to know what
    Will it take for you to rank higher?

    Who knows? OTT might be the best thing that ever happened to you.

    See if Your Business Qualifies