On-Site Optimization

footprints in the sand

After we’ve done an SEO Audit on your site, we now need to make changes to your site in order for it to start moving up the rankings on Google.

To explain this, we need to explain how Google thinks (the short version.) Google’s main goal is to provide “Relevant” content to its users. What does that mean? It just means that when you search for something on Google, you find what you are looking for. If you’ve been around long enough you may remember the days when you searched for something only to be bombarded with results that had nothing to do with what you were looking for. The chances were high that you left that search engine and used another to find more accurate results. Google doesn’t want you to leave. They want you to find exactly what you’re looking for—the most relevant search results to your query. This means that your site needs to have content that accurately speaks to what you offer, whether that’s products or services or both.

That’s where On-Site Optimization comes in. For your company, we’ll follow a three-step process to developing your content so that Google can find it.

Step 1: Keyword Research

First of all, what are keywords? It’s a term that you may or may not know the meaning of. In the context of the internet, keywords, or keyword phrases, refer to the words that describe your business. For instance, if you’re a Plumber, then the main keywords for your business are, “plumber”, “plumbing”, “plumbing services”, etc. Since there are a ton of plumbers in your area, every company uses these terms. Then there are lesser known keyword phrases for your business such as, “toilet repair”, “sink installation”, “drain cleaning” etc. Many of your competitors use these terms and rank for them. Then there are even more obscure search terms such as, “clogged kitchen sink”, “trenchless sewer repair”, “garbage disposal leaks.” These keyword phrases are only used by a handful of your competitors.

For your business, we’ll learn all we can about your industry, target customers, and competitors. From there, we’ll use a number of tools to isolate your business’s keyword “universe.”  This is a combination of your main business keywords, which average a lot of monthly searches but are used by you and all your competitors, as well as the lesser used terms mentioned above that may have less search volume, but are not used as much by your competitors, meaning you have a better chance to rank for them.

Step 2: Keyword Mapping

Once we’ve developed the keywords we want to use throughout your site, we’ll create a document that advices the places to put these keywords. These are strategic locations on your site, such as your page titles, headers, meta data and content. We’ll go over this document with you to give you a better understanding of how we’re going to incorporate this into your site.

Step 3: Content Creation, Revision or Both

Once we’ve determined where the keyword should go, we have to develop intriguing copy that not only converts the real-life potential customer reading it, but also incorporates the visit-generating keywords we’ve previously identified. We may be able to use the copy that you have on your site, or we may need to re-write or even create original content that incorporates these keywords.

Sound like fun? It is, when you think about the potential for bringing in new business! Ready for action?