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Ninety-five percent of people will only look at the first page of search results and almost half of people will click on one of the top three results. The time and money you've spent on your website is wasted if no one sees it. Your website can't move the needle if no one sees it.

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Search engines look through every web page in order to index and catalogue them. Then when you search a term, the search engine goes through its index of trillions of sites and picks the pages it thinks are most relevant to what you're looking for.

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There are plenty of tools to gather information on how you rank, but if you just want to get a basic idea, the simple answer is going to try searching some terms you think your customers may use and see where you rank. Make sure you conduct your search in an incognito window so your search isn't personalized, which could affect your results.

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On-page SEO is about the practices you can implement on your own website, such as the content of the site. Off-page SEO is about what happens outside of your site, for example, the number and quality of inbound links.

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Improving SEO means giving people the content they want in the format they want. Since more people than ever are using their smartphones to conduct searches, sites need to be optimized for mobile devices. If you only have a website that works on desktop computers (or only works well on desktop computers) you're hurting your SEO.

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White hat SEO works to improve your SEO by improving the viewer's experience and engagement with your website. On the other hand, black hat SEO is a deceptive way to increase SEO that takes advantage of loopholes in search engine algorithms.

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Search engines regularly update their ranking algorithms. When they do this, black hat strategies often fail to work. White hat strategies are more immune to these algorithm changes, because they are focused on increasing the positive customer experience and engagement as opposed to trying to take advantage of a constantly changing algorithm. Also, black hat strategies are often bad for your brand image. Customers won't find your site useful and engaging so, even though black hat strategies may increase traffic, theymay hurt revenue. White hat strategies have a much better chance of moving the needle for your company's growth.

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SEO involves a geographic element because what's most useful to people will often depend on where they are. Local vs national SEO optimization is about your organization's overall marketing strategy. Going from a local market to a national market requires a marketing strategy that makes sure revenue increases, customer engagement is high, and the reputation of the company is good.

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The goal of a search engine is to provide content that people will find useful based on the search criteria they use. Exact ranking algorithms are kept incredibly secret and are continuously updated, but if you create a site that customers will find useful, you'll improve your SEO.

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Black hat strategies aren't always obvious. If you're not sure, ask yourself what is the intention of the strategy. Is it to provide visitors with useful content such as links to other web pages they may find useful, videos they can watch, and in-depth content? Or is the strategy useless to visitors, such as keywords stuffed into a page so that the content is no longer able to be read? Like most parts of your marketing, SEO won't drastically improve over night. Sadly, if it sounds too good to be true, it probably is.

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SEO Optimization is part of a marketing strategy. Let us talk about moving your company's needle by working together to create and implement a comprehensive data driven marketing strategy.

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