The Goal: Getting Found
The goal of your website should be to get found, and convert visitors into leads and future customers. Search Marketing is a series of practices that when done effectively result in causing your website to rank high in the organic search results of prospective visitors who are searching for something in a search engine. Search Marketing campaigns usually consist of initial keyword research that feeds Organic Search Engine Optimization (On-page SEO), Pay-Per-Click Management (PPC), and Link Building (Off-Page SEO).
Keyword Research
You understand your business, and you know the names of your product and services. But the reality is that your potential customers will use a thousand and one variations on those words as they search for products and services like your yours. We work with you to incorporate your real-world understanding of your business and marketplace into our keyword considerations, researching and developing many "long-tail" variations on them, effectively blending your knowledge of your business with the science of web analytics.
We will determine which keywords are currently bringing traffic to your site and your competitor's sites, and then compare that to the complete list of terms that your potential customers are using to search with, and develop a strategy to incorporate those keywords into your on-site content and On-page SEO in ways that are effective with human beings and search engines alike. Getting the right keywords into your site, and keeping them up to date based on ongoing research, will generate more site traffic that you in turn can convert into leads and customers.
Ready to learn which keywords hold the most potential for your business? Just complete the form to the left.
On-Page SEO
Search engines like Google are continually changing their algorithms for determining relevance. Therefore, the task of keeping your site optimized for organic search is an ongoing one. When you work with us, the first thing we will do is perform an analysis of the SEO quality of your website . This analysis will allow us to pinpoint specific opportunities to make fixes across the site that will begin to cause your search rankings to improve.
Source: SEOMOZ
We will take into account the principal elements of On-Page SEO as pictured in the graphic, including:
When we are done with this analysis we will submit a detailed report that will allow you to make the changes, or make them for you. For customers who choose to migrate to Hubspot internet marketing software, the process of keeping your On-Page SEO up to date and optimized going forward will become much easier to your lasting business benefit.
Link Building
Developing remarkable content, and performing effective search engine optimization (SEO) is what it takes to get the traffic to your site that will later become leads and customers.
Link building, or Off Page SEO, is more than half the battle in getting your website found. Most statistics suggest it could represent as much as 60-70% of what search engines look at in determining page relevance. Every link to your site is seen by search engines as an independent recommendation that your site contains relevant content for a targeted keyword. The more quality links you have the higher you will rank in search engines. Similary, if your competitors outrank you in links, customers will find their website before they find yours.
If you'd like to find out more about how you are currently performing vs your competitors in terms of links, just complete the form to the left.
One Size Does Not Fit All
It takes consistent and focused link-building efforts over time to win the link-building battle, and your website faces a unique set of challenges with competitors in your industry and geography. That's why we will work to develop a customized approach that will result over time in your website having a stronger list of backlinks than your competitors, and allow you to outrank them on critical keywords.
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Benchmarking your links vs competitors
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Identifying high quality target links in your industry
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Blog and forum commenting
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Writing authoritative articles
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Guest blogging
If you're looking to give your website an extra edge in search engine rankings, then you need to move beyond complete reliance on Paid Search and SEO alone by adding link-building to your inbound marketing efforts. Link building requires detailed focus and is time-consuming, but our team does it efficiently and tracks all of our activities for review with clients. We succeed at building the additional links for clients that increase search relevance and help them attract new customers.
Ready to add link-building to your search marketing efforts? Just complete the form to the left and we will be in touch soon.
To read more about link-building, download our Link-building eBook here.
Ongoing Site Analytics & Performance Optimization
While keyword research is fact-based, it also an ongoing effort in fine tuning and comparing the results of your keyword selections, the ones you thought were going to bring your traffic, with the actual results of which keywords actually did bring you traffic. We can interpret your site analytics using tools including Google Analytics and Hubspot, and help you understand the keywords that brought people to your site and what they actually did when they got there. After all, the goal of your website is not just to bring traffic, but to assist you in converting that traffic into leads and customers.
We will help you developed a "closed loop" process that will allow you to measure the keywords that brought you traffic, generated leads, and resulted in sales to your business and begin to establish a priority ranking of the keywords that are most valuable to your business. These insights, combined with other site elements including effective calls to action, offers, and landing pages, will convert site traffic into business benefit.
To get help with improving your website conversion rates, just complete the form to the left.