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UnReal Web Marketing Announces New Custom SEO Packages

UnReal Web Marketing Announces New Custom SEO Packages

UnReal Web Marketing is now offering three new SEO packages for businesses who want to increase their visibility on the web and generate more online sales.

UnReal Web Marketing, a provider of digital marketing solutions, recently announced that it has expanded its SEO services and now offers three new custom SEO programs. Each SEO package is a six-month plan that includes a dedicated project manager, a comprehensive SEO audit, and an ample monthly block of hours assigned solely for SEO tasks.

Each SEO package is designed to boost organic traffic by implementing proven SEO techniques that have generated up to 10x returns to businesses nationwide. All SEO packages provide competitor analysis, keyword research, link building, content creation, and website code enhancement to keep sites optimized for the latest search engine algorithms.

UnReal provides the Web Presence package to small businesses that want to start with a basic package. For mid-size companies looking to increase their online presence, UnReal offers the Web Acceleration package. The Web Dominance package is for larger businesses that need more SEO juice. Each package is customized to the organization’s online goals and objectives.

UnReal’s web-marketing initiatives allow leading companies to enjoy increased high-quality website traffic and accelerated business growth. Since 1997, UnReal has achieved more than 30 million top 10 positions in search engines for small and large businesses. Having developed more than 3,000 WordPress websites, UnReal’s staff includes web designersSEO expertsPPC specialists, and marketing professionals who work seamlessly to offer their clients full-service digital marketing capabilities.

UnReal, which is based in Port Jefferson, NY, was acquired by Reach Marketing, LLC in 2019. Reach Marketing has made Inc. 5000’s prestigious list of fastest-growing companies two years in a row.

Greg Grdodian, CEO of Reach Marketing, said, “The success UnReal Web Marketing has achieved for its clients is the product of the team’s passion for web marketing and the desire to build long-term relationships with our clients by providing unique, creative, and cost-effective solutions. Our SEO packages are proven to improve web visibility and key search engine rankings that will result in high-quality, revenue-generating website visitors.”

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For more information on UnReal Web Marketing’s custom SEO packages, please contact 631-743-9666 or email info@unrealwebmarketing.com.

Seven Reasons Why Your Business Should Go SEO

Seven Reasons Why Your Business Should Go SEO

Search Engine Optimization (SEO) is an important marketing strategy many businesses use to drive traffic to their website. Why?  In today’s digital world, the web is the place to go to gain leads for your sales department and grow your business through online sales. Funny that one of the most asked questions about SEO is…is SEO dead?

SEO is definitely not dead. U.S. companies are investing more into SEO than ever, spending over $80 billion annually. While social media, PPC, display advertising, and other online platforms can generate traffic to websites, search engines, especially Google, drive the most online traffic. In fact, 53% of all trackable website traffic comes from organic search, according to BrightEdge. When set up properly, SEO is one of the only online marketing channels that can continue to pay dividends over time, where advertising needs ongoing funding to send traffic to your site. SEO is not going to stop working anytime soon.

Seven Reasons Why Your Business Should Go SEO:

SEO Works!

SEO is effective and generates results. According to a recent study by BrightEdge, 40% of revenue is captured by organic traffic. SEO is trackable so you can see what’s working and what’s not working. And with comprehensive analytics, you have the ability to drill down at a granular level and see demographic information and other engagement metrics for individuals who have interacted with your website. You can also set attribute values to your lead conversions, making it easier to see the return you’re getting from your SEO investment.

SEO Boosts Your Credibility and Authority

When you combine your SEO efforts with content marketing and create informative, valuable content, you have the opportunity to build trust and credibility with prospects on their buying journey, from the research phase through purchase to becoming a loyal customer.

SEO is Affordable

Inbound marketing strategies like SEO are much more cost-effective than outbound marketing strategies like cold-calling. SEO targets users who are actively searching online for products and services like yours, so the traffic generated to your site is more qualified. And leads generated by an inbound strategy like SEO cost 61% less than leads generated from an outbound strategy.  SEO drives results that other marketing channels just can’t match.

SEO Drives Mobile Device Traffic

According to TechJury, the mobile market share worldwide is 52.1% compared to the desktop market share of 44.2%, and 40% of people search only on a smartphone, especially when searching for local products and services. What does this mean? Local search optimization is important, and optimizing for mobile is critical to ensure your ability to gain more opportunities to reach people.

SEO Gives You Access to the Online Market

Organic SEO is more important than ever. Consumers spent $861.12 billion online with U.S. merchants in 2020, up an remarkable 44.0% year over year, according to Digital Commerce 360 estimates. That’s an incredible amount of business you will miss out on without SEO tactics in place to get you to page one of the search engines.

SEO Puts Your Name Out There

Your business needs to be on the web and not just on your website. Not having a good content profile will translate into lost business. Having a solid content profile means that your business has valuable content on its site and participates with other sites, including social media, forums, video sites, directories, etc. Search engines use updates to search algorithms to see where you are on the web, so having a content profile in place will ensure the search engines properly evaluate your site and presence on the web and deem it important.

Your Competition Is Using SEO

When your competition is aggressively using SEO, and you are not, someone will lose out, and it won’t be your competition. SEO is ongoing and needs to be actively managed. If you’re not on top of your SEO, another company will be, and they’ll pull ahead of you. Do not let your competition reign unchecked online. Get your business up to speed and start creating value (and clicks and customers).

Putting the work needed into developing organic SEO is more important than ever to remain relevant and generate more revenue. As a business, implementing SEO is one of the most important things you can do to build your online presence. It’s not only crucial for sales; it’s essential for branding, too. It’s now or never, and never might be too late. Check out Unreal Web Marketing’s SEO services today and see why SEO must be a part of your marketing strategy!

6 Tips to Improve Conversions on your Social Media Landing Pages

6 Tips to Improve Conversions on your Social Media Landing Pages

Using social media to advertise your product or service successfully is no simple task. While it may seem like putting together some good sales copy and coming up with an attractive deal is easy to do, the actual process of converting leads into loyal customers is often an uphill battle.

Your landing pages are critical to your marketing campaign’s success, and this article will outline some of the best strategies for improving your rates of conversion and the quality of the conversions themselves.

Tip 1: Make a Separate Landing Page for Each Social Network.

One of the simplest ways to increase your conversion rate as well as the quality of each conversion is by directing your users to landing pages optimized for the network they are coming from. This allows you to engage your potential customer with greater consistency, mentioning the network that they came from and directing them towards your lead form.

Tip 2: Maintain Visual Continuity Between the Network and the Landing Page.

One of the best visual tricks you can use to gain higher conversion rates is mirroring the landing page layout with the social network your user is coming from. By keeping your Twitter followers on a page designed to resemble Twitter, you avoid creating a jarring sense of visual discomfort.

The key to success in this approach is usually through the way your landing page treats large images. Since these are the most evident elements of your page, you’ll want them to look the same as they do on your social media profile page. The developers of Buffer have an excellent article on their blog that details the ideal image sizes for the most popular social networks and how those networks treat the images. 

Tip 3: Optimize Your Lead Generation Form.

If your landing page is designed to get potential leads to sign up for your service, you want to make your lead generation form as simple to navigate as possible. An important rule of thumb is that more questions and fields will result in less conversions; customers simply don’t have the time to answer any more than what is strictly necessary.

Take a look at your current form and ask yourself if you can make it more streamlined. If you ask for a customer’s first name and last name in separate fields, why not combine them into a simple, “name” field? Are you asking for any information that you can simply find out later, like company names or addresses? Use these questions to create a sign-up form that your customers can fill out in no more than five seconds.

Tip 4: Remove All Distractions.

When it comes to landing page design, minimalism is almost always the best way to go. Social media news feeds are busy places full of distracting content, and you want your landing page to be the opposite. Use large images, avoid unnecessary linking and keep your text to the strict minimum necessary to generate a lead. The landing pages that Go Spaces makes are an excellent example of the benefit this type of interface offers.

Tip 5: Add Chat Functionality.

Depending on your industry, you may benefit from embedding chat functionality on your landing page. Ask yourself whether your product or service seems complicated—do customers often have questions for you?

If the answer is yes, you don’t want to force them to call you on the telephone, since the majority simply won’t bother. Neither do you want them to search for an email address or go back to your social media page where they are at the mercy of the rest of the Internet’s distractions. Use a chat client like Olark to keep them on your page and engaged with you while you put their minds at ease.

Tip 6: Create an Explainer Video or Image Slider.

On the subject of keeping your leads on your page as long as possible, you’ve probably come across whiteboard-style explainer videos in the past. These simple videos give your potential customers a short, simple explanation of what your company does and essentially keep them glued to your landing page for 1-3 minutes, making them much more likely to decide to sign up for whatever you’re selling.

To succeed with this approach, it’s important that your video is of professional quality. As A/B testing service VWO points out in an exhaustive study, poor-quality or excessively technical videos can decrease conversion rates; some companies may enjoy greater benefit from an image slider that shows customers exactly what to expect.

What is Conversion Rate Optimization?

What is Conversion Rate Optimization?

 

 


 

Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move through your site, what actions they take, and what’s stopping them from completing your goals.

What is a conversion?

A conversion is the general term for a visitor completing a site goal. Goals come in many shapes and sizes. If you use your website to sell products, the primary goal (known as the macro-conversion) is for the user to make a purchase. There are smaller conversions that can happen before a user completes a macro-conversion, such as signing up to receive emails. These are called micro-conversions.

Examples of conversions

Macro-conversions:

  • Purchasing a product from the site
  •  Requesting a quote
  •  Subscribing to a service

Examples of micro-conversions:

  •  Signing up for email lists
  •  Creating an account
  •  Adding a product to the cart

What is a conversion rate?

Your site’s conversion rate is the number of times a user completes a goal divided by your site traffic. If a user can convert in each visit (such as by buying a product), divide the number of conversions by the number of sessions (the number of unique times a user came to your site). If you sell a subscription, divide the number of conversions by the number of users.

Conversion rate optimization happens after the visit makes it to your site. This is different from conversion optimization for SEO or paid ads which focuses on who clicks through to your site from the organic search results, how many clicks you get, and which keywords are driving traffic.

How to Calculate Conversion Rate

If a user can convert each time they visit the site:

Imagine we own an ecommerce site — Roger’s Robotics. A user could make a new purchase each session. We want to optimize so they make as many purchases as possible. If a user visited the site three times, that would be three sessions — and three opportunities to convert.

Let’s closer at our user’s three sessions and how they behaved:

  •  Session 1: No conversion — user was familiarizing themselves with the site and poking around.
  • Session 2: User bought a shiny new antenna. This is a conversion!
  • Session 3: User came back and bought a new set of gears and a blinking light — another conversion! Even though they bought two items, this is a single unique order and thus counts as a single conversion.

To figure out our conversion rate, we would take the number of unique purchase orders and divide it by the total number of sessions.

To find out the conversion rate for your site, you’ll look at all unique orders divided the total number of sessions.

Calculating Conversion Rate by Sessions:

If a user can only convert once

Now imagine we owned a second site — Roger’s Monthly Gear Box. Our site sells a subscription for a monthly delivery of robot parts. A user could come back multiple times, but once they purchase a subscription, they won’t convert again.

Let’s look at an example user’s behavior:

  • Session 1: User came to the site for the first time to explore the service. No conversion.
  • Session 2: User subscribed to our monthly GearBox service– this is our conversion!
  • Session 3: User came back to read blog articles and poke around.

Our user here can’t convert each time they visit the site. So instead of looking at the number of sessions, we need to measure conversion success by the number of visitors. To figure out our website’s conversion rate, we would take the number of unique orders and divide it by the number of unique users.

5 Ways CRO benefits SEOs

While not necessarily directly related to attracting organic website traffic or ranking on a search engine results page (SERP), conversion rate optimization has distinct benefits for SEO. Those include:

  1. Improved customer insights. Conversion rate optimization can help you better understand your key audience and find what language or messaging best speaks to their needs. Conversion rate optimization looks at finding the right customers for your business. Acquiring more people doesn’t do your business any good if they’re not the right kind of people!
  2. Better ROI: Higher conversion rate means making more of the resources you have. By studying how to get the most out of your acquisition efforts, you’ll get more conversions without having to bring in more potential customers.
  3. Better scalability: While your audience size may not scale as your business grows, CRO lets you grow without running out of resources and prospective customers. Audiences aren’t infinite. By turning more browsers into buyers, you’ll be able to grow your business without running out of potential customers.
  4. Better user experience: When users feel smart and sophisticated on your website, they tend to stick around. CRO studies what works on your site. By taking what works and expanding on it, you’ll make a better user experience. Users who feel empowered by your site will engage with it more — and some may even become evangelists for your brand.
  5. Enhanced trust: In order for a user to share their credit card, email, or any sort of personal information, they have to genuinely trust the site. Your website is your number-one sales person. Just like an internal sales team, your site needs to be professional, courteous, and ready to answer all of your customers’ questions.

The Key to Successful Optimization

In order to optimize for conversion rates, you have to know where, what to optimize, and who to optimize for. This information is the cornerstone to successful CRO strategies.

If you don’t gather data, then you’re left making changes based on gut feelings alone. Guts are awesome! But making decisions on just gut feelings instead of rooting assumptions in data can be a waste of time and money.

The Analytics Method

This method, also known as quantitative data analysis, gives you hard numbers behind how people actually behave on your site. Start with a solid web analytics platform, such as Google Analytics. Next, add tracking for your conversions.

Using analytics-based CRO can answer important questions about how users engage with your site. Quantitative analysis provides information like:

  • Where people enter your site, i.e., which webpage they land on first
  • Which features they engage with, i.e., where on a page or within your site do they spend their time
  • What channel and referrer brought them in, i.e., where they found and clicked on a link to your site
  • What devices and browsers they use
  • Who your customers are (age, demographic, and interest)
  • Where users abandon your conversion funnel, i.e., where or during what activity do users leave your site

This information will let you know where to focus your efforts. By putting your effort into the pages most engaged with and valuable to your users, you’ll see the largest impact.

The People Method

Doing your quantitative analysis first is especially valuable if you have a large site with diverse content as it lets you know, from a numbers perspective, where to focus your efforts. But now that you know how users interact with your site, you can look into the “why” behind their behavior.

This people-focused method, known as qualitative data analysis, is more subjective. You’ll need the quantitative data discussed above to identify who you should be asking. You can’t optimize for all users, so optimize for your ideal user — that is, the user it’s most important to have as a customer.

Ways to get this data:

  • On-site surveys
  • User testing
  • Satisfaction surveys

Qualitative analysis helps optimize for conversions by providing information about users such as:

  • Why did they engage? Why did they originally decide to visit your site or navigate to a specific page? What about the page or product appealed to them?
  • What do they think your site offers that makes you different from competitors? Is there a feature or service offered by your company that makes buying from you a better experience?
  • What words they use to describe your products, services, and the pain points they address? How would they describe your product or service to a friend? In essence, how do they talk about what you do?

There are certain things that raw data alone can’t tell you about what brought a user to your site or how to make their experience better. But when you combine this information with your analytics data, you can gain a much better understanding of the pages on your site that present the best opportunities to optimize and engage the audience you’d like to target.

The Bad Method

This comes in many forms. Some not-so-effective CRO methods include:

  • Guesses, hunches, and gut feelings
  • Doing it because your competitor is doing it
  • Executing changes based on the highest paid person’s opinion

All these examples have something in common: they’re not data-based and might as well be random shots in the dark. It’s better to spend the time gathering and analyzing the data so you can create meaningful tests based on clear insights. Nobody loves running tests that fail.

Why Is Organic SEO Critical for Your Law Firm

Why Is Organic SEO Critical for Your Law Firm

Today, more and more businesses utilize the Internet as a source to find new clients, including people seeking your legal services. According to the FindLaw U.S. Consumer Legal Needs Survey, 74% of all consumers seeking legal help visit a law firm’s website before taking actionThat is a lot of potential business to lose if you don’t have a strong, well-managed online presence. That is why SEO for law firms is critical and why you need to work with an SEO company to ensure you are achieving the best results possible. 

Search Engine Optimization and How it Works? – For Law Firms

Search engine optimization or SEO is the process of improving your website to increase its visibility for relevant organic searches on search engines such as Google, Bing, and Yahoo. Of these three, Google is the market leader, with over 70% of the desktop market and a whopping 93% of the mobile search market (NetMarket Share). The statistics leave no doubt that Google is by far the dominant platform for online search. Statista reports that an astounding 92% of search traffic comes from Google.

The better visibility your law firm website pages have in search results, the more likely you will attract prospective clients to your business. Not only is it necessary to be in search results, but it is also critical to be on page one as 75% of people never scroll past the first page of search engines. Your goal is to get to the top three positions to get the most click-throughs (or potential business) to your site.

Search engines comb billions of pieces of content and evaluate hundreds of factors to determine which content is most likely to answer your query. They do this by finding and cataloging all content on the Internet, such as web pages, PDFs, images, and videos, via a process known as “crawling and indexing,” and then ranking it by how well it matches the query.

SEO makes it easier for search engines to find and crawl your law firm’s website.

SEO tactics include creating a mobile-friendly and user-friendly website, optimizing keywords and your site’s content, linking with other sites that have clout with the search engines, and making sure the code used on your site is friendly to the search engine crawlers.

SideBar: Organic search vs. Paid Search 

Whenever you type a question into a search engine, the list of links that appear below the links tagged as ads is called “organic results.” Organic results appear based on the quality and content of the web page. The difference between organic search vs. paid search is the cost. Organic search focuses on unpaid rankings in search results, while paid search focuses on paid rankings created through Pay Per Click (PPC) programs such as Google Adwords. With PPC, your visibility disappears as soon as you stop paying for the campaign. SEO is what companies use to optimize their site’s visibility or rankings in organic search results. SEO may not promise the immediate impact of paid advertising, but it does have the potential to deliver long-term success after your initial investment.

 

SEO for Lawyers

How Important is My Law Firm Website for Online Success? 

No matter what industry you’re in, your website should be a well-designed, content-rich website. Online, it will be the first impression of your law firm for your prospective client. If it isn’t easy to navigate, outdated in appearance, or lacking in content your visitor will find useful; they will rarely come back again and will move on to your competition. Additionally, suppose your website is slow to load. In that case, it will hurt your rankings, and your conversions, as the search engines take the speed of navigating through your site into account when determining rankings. The best law firm websites retain visitors on their site and increase the time users spend on their site by continually providing fresh content that keeps their visitors informed and engaged.

 

How Do I Know What Keywords to Choose to Rank My Law Firm in Search Engines?

Keywords or keyword phrases are those terms and queries that searchers manually type in the search engine to find the products, services, or information they need. It is essential to choose the right keywords that reflect the legal services you offer and to build content on your site around those keywords.

For instance, if you are a DUI attorney, you would want to rank high for keywords such as DUI attorney near me or DUI attorneys in Pearl River, NY, if that is where your office is located. Additionally, you should offer content on your website that would describe the process of how your firm works through the DUI legal process with clients. Here is where an SEO company is beneficial, as they have the tools and research knowledge to help you choose the keywords that would work best for you and the writers to help you create engaging content.

 

Sidebar: Local SEO for Law Firms

Local SEO (Local Search Engine Optimization) is very important because it is one of the most effective marketing methods for lawyers, attorneys, and law firms. In local SEO, the goal is to get your law firm to rank in your local geographical areas for the types of cases you handle. Over 80% of local searches convert to customers (Search Engine Watch)

Lawyer seo keywords

 

How Long Will It Take Before SEO Works For My Practice?

Many factors determine how long it will take for SEO to work, including the level of competition for the terms you want to rank for and your geographic market. You may start to see improvements in your overall rankings in as early as three months, but it can take up to a year or longer for more competitive search phrases.

 

The Importance of SEO for Law Firms and Hiring an SEO Company to Get You to Page One

Online search is a critical marketing tool that lawyers, attorneys, and law firms have for attracting clients. The National Law Review reports that 96% of people seeking legal advice turn to a search engine. If you want to drive quality leads and improve your bottom line, you can’t afford to ignore SEO. But SEO takes time, requires a lot of attention, and is ever-changing and ongoing, which is why it is better to leave it in the hands of capable SEO experts. For instance, Google made over 3,000 updates to the search algorithm over the last two years, affecting search engine rankings.

Optimizing for Local Search for Lawyers – Google My Business Profiles

Google local results are based, primarily, on three key factors: relevance, distance and prominence. The Google algorithm will take these components into consideration in order to return optimal search results. When attempting to achieve local rankings for law firms, there are many strategies attorneys can use to make their Google My Business listing as relevant as possible. Here are some tips and tactics to help you achieve that first-place local ranking:

  • Distance:

    • Distance is the Google’s #1 factor when ranking for local search.
    • Google will consider how far each law firm is from the location term used in a search. If a location is not specified in the search, Google will calculate a distance based on what’s known about the searcher’s location.
  • Relevance:
    • Be specific when choosing your business category.
    • Make your description is as comprehensive as possible.
    • Add plenty of images and videos.
    • Include thorough service sections that target keyword phrases.
    • Make sure that your business information (address, phone number, etc.) is consistent with how it appears on your website and other listings online.
  • Prominence:
    • Collect high quality reviews to gain a high rating on your profile.
    • Acquire citations in online directories in order to help Google better understand how to categorize your law firm.
    • Amass backlinks pointing users to your website. These links act almost like “votes” to place your firm at the top of local search results.
    • Publish articles both internally, on your own website, and externally including backlinks.

Why You May Need SEO Today – Why Your Law Firm Needs SEO today

  • 96% of people of people who are looking for legal advice use a search engine
  • 74% of online visitors take action when arriving at a law firm website
  • 62% of legal searches are not branded (ex. New York injury attorney, Chicago law firm)
  • 72% of potential clients only contact one attorney

At Unreal Web Marketing, we specialize in search engine optimization, web design, PPC programs, and social advertising to help law firms succeed online. We track rankings for important keywords each month for law firms to identify when Google algorithm updates impact your rankings in the legal market. And we develop data-driven SEO strategies that will help give you an edge over your competition. Contact us today to speak with one of our SEO strategy specialists.

What is SEO? SEO Guide for 2021

What is SEO? SEO Guide for 2021

By David Montalvo, VP, Web Marketing Services, UnReal Web Marketing, A Reach Marketing Company

 

Everyone from small business owners to marketing agencies is beginning to see the value in mastering SEO. SEO marketing is a growing industry flooded with experts. And, though the rules change frequently as Google updates their algorithm, there are some tenants to SEO strategy that have stayed the same over the past decade. Learn more about SEO and start to reap the results of an SEO strategy, starting with this guide.

 

What is SEO?

 

What is SEO?

 

Search engine optimization‘, commonly referred to by its abbreviation SEO, is the method of enhancing your website’s organic ranking across various search engines, resulting in an increase in the quality and quantity of your traffic. While there are a number of paid techniques companies utilize to drive traffic, SEO relies on the employment of organic tactics and strategies to help secure higher placement on a search engine’s results pages. An SEO strategy is integral to any marketing plan. It’s also the piece of your marketing efforts that will require the most patience and 360-degree integration.

 

There are a number of standard techniques that need to be employed when it comes to creating the ultimate SEO strategy as well as benchmarking and measurement practices to help understand SEO results and drive ROI. Content creation, schema markup, keyword optimization, voice search, link building, and cross channel integration are a few building blocks to how SEO works. Measuring how these relate to each other is essential for companies to roll out their plans in a measured and consistent way.  Let’s explore the variety of different elements and approaches needed to build a robust SEO marketing strategy.

 

The Basics: Understanding Google’s Algorithm

Google's Algorithm

Google’s Algorithm

Though many have tried, no one has yet to depose Google as the leader of all search engines.  If you want to succeed in the SEO game, it’s imperative to understand how the rules are laid out by the almighty algorithm that supports the Google search engine ecosystem. In short: SEO results and rankings are directly related to how Google’s algorithm operates.

 

Before we attempt to dissect the inner workings of the Google algorithm, it’s important to understand what an actual algorithm is. An algorithm, according to Dictionary.com, is “a set of rules for solving a problem in a finite number of steps.” There are numerous scenarios where the use of an algorithm can occur to solve a problem. Algorithms are common in mathematics: when solving a mathematical equation, it is imperative to understand the specific steps needed to solve the problem. The same theory applies to computer language as well. Computer programmers create algorithms that essentially instruct the computer how to perform a specific task in a specific order, step by step, to garner a particular result.

 

So how does this apply to SEO? Google uses an algorithm to manage how sites organically appear as the result of a user’s search query. When you type a question into Google, the Google algorithm goes to work by scrolling through web pages that contain specific keywords, ranks them based on a number of different elements, and presents the best pages based on what it deems most relevant to your search.

 

Unfortunately, the weighting and correlation of that decision-making, along with the inner workings of the Google algorithm, in general, remains under lock and key. Google makes several changes to its algorithm every year. The best practices for mastering SEO are constantly in flux, as experts continually offer advice on what you should and shouldn’t be doing to improve your SEO results.

 

What we do know, that despite the constant changes, is that there are two main categories that best classify the multiple factors that the Google algorithm takes into account when determining a page’s ranking. These are called on-page SEO factors and off-page SEO factors.

 

On-Page SEO Factors

 

On-page SEO factors partly determine the ranking of your website in accordance with Google’s search engine. This term refers to all the different elements that you can actually control on your own website to help influence your ranking.

 

Off-Page SEO Factors

 

Where on-page SEO factors are to actions and elements directly related to activity on your own website, “off-page SEO factors” is a term referring to elements occurring outside of your website itself. These factors include social media traffic, your online marketing activities and most importantly, links to your web pages from other sites. Your page’s position on Google will improve based on the number and quality of external relevant sites that directly link or point towards your website.

 

Understanding On-Page SEO Factors

On-Page SEO Factors

On-Page & Off-Page SEO Factors

SEO is a 360-degree ecosystem, where building your strategy requires a combination of a myriad of different elements that constantly interplay with each other to create an effective approach.

 

While there are numerous theories surrounding how best to tackle SEO, nearly every expert recommends paying close attention to on-site SEO factors that affect your website design. There are five main on-page SEO components that matter most when building your SEO strategy.

 

1. User Engagement

 

User engagement is a metric that covers how people interact with your website. This impacts how your site will be ranked by Google’s algorithm and, inevitably, your SEO ranking.

 

Though it may feel like an indirect correlation, Google’s aim is to deliver the best results for its users.  Therefore, it makes sense that Google will favor websites that perform across a number of usability areas over other sites.  User engagement encompasses a number of elements you need to optimize, highlighting where you should be concentrating your efforts to increase user engagement across your webpages. Here are some tactical areas where you can begin to optimize user engagement.

Click-Through Rate (CTR) Formula

Click-Through Rate

 

When your website appears in a search engine results page (SERP), it’s often the first place a user will interact with your branding and messaging. Click-Through Rate (CTR) from a search listing to your website is indicative of whether you were able to capture a user’s attention enough to get them to engage with your site.

 

CTR can be improved by integrating the right keyword optimization strategy into your tags and meta description so that it’s an exact match for what users are searching for. Your tags should adhere to the allotted length. Offer a compelling reason for people to click through to your website by writing a detailed and relevant site description.

 

Return Visitors

 

Return visitors is a metric of the number of times a user returns to your site. A healthy return rate is approximately 15%. What are you doing to keep people coming back? From an SEO strategy perspective, this would include constantly providing fresh, engaging content that incorporates a keyword optimization plan. Make sure you’re continuing to create copy that is compelling and relevant.

 

Pages Per Session

 

Pages per session is a metric that tracks the number of pages viewed by a user during a single visit before they click off the page. Pages per session is a good indicator as to how compelling and engaging your website is, as well as the ease of navigation and user interface. If users are spending a significant amount of time on your website consuming content, it’s fair to say that you’ve created an engaging online experience.

 

Bounce Rate
Whats Page Bounce Rate

Bounce Rate Formula

Your bounce rate is one of the key determining factors indicating how successful your website truly is. Are you optimizing your experience to encourage visitors to perform a particular function while on your site? Knowing where users are “bouncing,” or leaving your page, is key to improving the user experience overall. It gives you insight into where you can insert various calls to action to encourage particular behaviors, such as ‘buy now’ or ‘stream here’.

 

Certain pages will naturally have higher bounce rates depending on relevance and calls to action. Monitor where users are bouncing and determine why. What is deterring people from taking the key action? This will inform what changes need to keep visitors browsing longer or send them to where they need to go.

 

Bounce Rate Averages:

 

  • 26 to 40 percent = excellent
  • 41 to 55 percent = average
  • 56 to 70 percent = higher than average
  • More than 70% for everything outside of news, blogs, or events = poor

 

2. Structure

 

Setting your site up for success from a technical and structural standpoint is at the cornerstone of your success. Technical SEO refers to the optimization of your website’s infrastructure, or what’s commonly known as the backend of your page. Technical SEO works in conjunction with your SEO keyword and content efforts by preparing your website for indexing and crawlability, enabling search engines to access, crawl, interpret and index your website with ease.

 

Crawlability

 

Google Crawlability

 

Search engines have crawlers operating around the clock checking for changes and refreshes of your site, so making your site crawlable is key. Through the use of links via your sitemap and homepage, search engines are able to crawl, or follow your links, to locate your website. Then, save an HTML version of your webpage as an index.

 

Crawlability is established by a number of different elements, including a crawl budget and crawl rate. A crawl budget is the number of pages the spider crawls and indexes on a website within a given timeframe. One can also prioritize which pages get crawled and indexed first.  Your crawl rate refers to the number of requests per second a spider makes to your site while crawling.

 

To optimize crawling on your website, block any pages you don’t want crawled and clean up and redirect changes.

 

Clean URLs

 

Clean URLs can often be overlooked when it comes to maintaining the integrity of your backend structure. There is nothing worse than having broken links or pages that redirect to the wrong place because the URLs are not adhering to the proper structure. Make sure that you have clean URL structures with status 200 codes. This class of status codes indicates the action requested by the client was received, understood, and accepted.

 

Example:

 

Not optimal: http://example.com/services/index.jsp?category=medicall&id=sonography Optimal: http://example.com/services/medical/sonography

 

Security

 

Security is of the utmost importance to users when interacting with your site, especially when it comes to transactions and e-commerce. Not surprisingly, security has become important to Google, who now consider it as a soft ranking factor.

 

By implementing HTTPS encryption to secure your website, you offer users a more secure environment for both transactions and browsing. HTTPS is rapidly overtaking HTTP as the standard approach because of the security element. If you still have mixed links, it’s time to clean them up and make sure you’re directing everyone through the correct HTTPS URL.

Secure SSL and SEO

SEO & Website Security

It takes five steps to set up HTTPS on your website:

 

  1. Host with a dedicated IP address
  2. Buy a certificate
  3. Activate the certificate
  4. Install the certificate
  5. Update your site to use HTTPS

 

 

 

3. Content

 

Marketers know: content is king. However, not all content is created equal. In fact, 91% of content garners no traffic at all from Google. The question then remains, what type of content do we need to create in order to fall into the 9% of content that does get the traction you need?

 

User Relevant Content

 

Creating content that is relevant to your user might seem obvious, but it’s staggering how few companies are able to truly speak to their users’’ needs. Utilize blog content or general website copy to meet user intent; this will help drive traffic and improve SEO value.

 

Google’s algorithm is continually updated, and these updates impact the nuances of content more than most other SEO elements. The algorithm gets smarter and smarter at recognizing the nuances of a user’s search query. And, its ability to decipher the connotation of search queries means that brands need to work even harder to ensure that their onsite content has direct relevance to a user. Google is placing a higher value on relevance to ensure that a higher value is delivered each time a search is made.

 

One way to ensure your content is working for you is to ensure your keywords directly relate to the intent of your user. Take that a step further by surveying where and how your keywords are showing up across Google. For instance, search engine results pages, commonly referred to as SERPS, are the precious real estate we all fight for to maximize visibility.  Make sure you are surveying the pages that relate to your keywords in order to understand what content is ranking and why. Make changes accordingly to what is getting the most traction.

 

Long-Form Content
SEO and Content

SEO & Content Structure

The rise of long-form content has been a steady one due to Google’s emphasis on higher quality content in their ranking system. On average, articles and blogs between 2,250 and 2,500 words garner the most organic reach. However, while length does matter, it is the quality and relevance of the content that will win out in the end. Find the right balance between the two to create the right type of applicable content that drives engagement.

 

Keyword optimization will continue to play a major role in making sure your content gets the traffic you need. But, your placement and usage of those keywords will help you gain an edge.  Explore topics and additional areas of interest around those keywords to add a much-needed dimension and ensure you’re developing copy that matches users’ search behaviors. Make sure you’re researching what others are saying about your topic so you have the most up-to-date talking points. Consider the intent behind a search query to cover the most pertinent questions users are searching for.

 

Content Structure

 

Organizing your content in accordance with SEO best practices is fundamental to making sure users find your content. Inserting focused keywords into title tags and page titles. Create header sections through the utilization of header tags.

 

The benefits of these practices include:

 

• Making your web pages easily scannable

 

• Making it easy for search engines to find your page

 

• Make it straightforward for readers to navigate your page

 

• Lower bounce rates with relevant content

 

Interlinking

 

Interlinking is the practice of adding links in your copy to other topical articles on your website, encouraging readers to jump between content on your site seamlessly. Interlinking increases session time, internal link popularity and reduces bounce rate.

 

Interlinking falls under the guise of technical SEO and helps to improve crawlability, link building, and UI. Give users a way to find as much relevant content on your site as possible; this keeps users engaged longer. The main link strategies you can employ to make the most out of your content are embedded in the organization and hierarchy of your links. Where do the links lead, and which links are the most popular?

 

5. Mobile Responsiveness

SEO and Mobile Design

Google Mobile Indexing

With numbers tipping further and further towards mobile usage over desktop, it’s imperative that your website is mobile-friendly across all devices. Your page must load at the fastest possible speed.

 

From an SEO perspective, Google has taken this one step further.  Starting July 1, 2019, Google officially rolled out mobile-first indexing, changing their traditional approach away from desktop to utilizing the mobile version of the content as their first port of call in their ranking system.

 

The more mobile usage takes precedence over desktop, the more changes we can expect to see in how SEO is managed, as well as ranked and indexed based on every changing user behaviors.

 

What to Know About Off-page SEO

 

Where on-page SEO refers to actions directly attributed to activity on your own website, off-page SEO factors apply to elements occurring outside of your website. These factors include social media, your online marketing activities, and most importantly, links to your web pages from other websites. Basically, it’s the technique you employ outside of your owned website to improve your SERP.

 

While on-site SEO is arguably more important, off-page SEO has its place and can’t be ignored.  It’s like the gym routine to your diet plan. If you’re not eating right you won’t lose weight, but if you’re not exercising you won’t reap the rewards of long term maintenance and health.

 

In brief, your position on Google will improve based on the number of people talking about you and the quality of external relevant sites that directly link or point towards your website. The Google Ranking Factors are looking for relevant links that boost your site authority, as well as verification of your brand reputation through social interactions that lead to website popularity.

 

Relevant Links for Site Authority

Website Authority & SEO

Website Authority & SEO

Inbound links, commonly referred to as backlinks, remain the single most important factor in improving your off-page SEO ranking. When sites outside of your own direct traffic to your website, it’s equivalent of nod or affirmation that your website has something they feel is valuable for their users to see. This assertion is equivalent to a positive review in the eyes of a search engine algorithm. It highlights that your website is something others believe has quality content and information for internet users.

 

Inbound links increase your domain authority and page rank. Domain authority is a score of 1 to 100 that predicts a website’s ability to rank on SERPs. When other sites recognize your page’s value, your domain authority goes up and your search engine page ranking will follow. When backlinks are attached to specific keywords or phrases, then they become associated with the whole notion of user engagement, an important ingredient in solidifying site authority.

 

There are numerous ways to earn backlinks, but not links are created equal. Manually earned backlinks are those which you ask another site owner to link back to you through link building techniques. Self-developed backlinks are those in which you place a link to your website in a forum or online listing that carries the least gravitas. Neither of these links is a great option for improving your domain authority.

 

Natural backlinks refer to organic or ‘earned’ links, for instance when a blog or website recognizes you without your intervention. Obtaining natural backlinks has become is vital to your SEO linking strategy. Unfortunately, these are also the hardest to come by. Natural backlinks are coveted and authentic, coming from editorial backlinks, guest blogging, and peer review sites. These links garner the highest ranking for site authority

 

While the number of backlinks used to be king, it’s clear that quality is now what matters most when it comes down to ranking. The quality of the link incorporates a number of different factors, including:

 

  • How often are you acquiring backlinks
  • How old is the link
  • The text used to link back to you (e.g., does it incorporate a keyword or phrase?)
  • The domain authority of the linking site
  • Number of visitors the link garners

 

Brand Reputation: Social Media and Website Traffic

Brand Reputation

Social media is about more than sharing personal anecdotes and photos; it’s a powerful, motivating force for driving traffic toward companies that use it effectively and for nurturing brand advocates. On average, over 80 percent of people regularly use some form of social media. It’s imperative to tap into that.

 

Social media has become a major influence on off-page SEO. The more users who engage with your social media channels, the more search engines will take notice of your increasing brand popularity.

 

Social media is important for SEO because sharing of your content adds up to more visibility for your content. The more people share your content on social media, the more likely more people will link to it, and links are very important to SEO. Engage your audience and keep active by sharing the latest articles or blogs you published, or the latest products and services updates you posted. Encourage and appreciate feedback from visitors and use their feedback to make your site better.

 

In an era where social measurements such as likes are becoming irrelevant, the value of the share and comment will increase. Social interactions are shifting from one-click actions to a more mindful litmus test of credibility and relevance. This directly aligns with the added weight given to reviews and online referrals, both organically earned and seen as higher-ranking variables.

Social Media & SEO Factors

These external linking factors come together to help boost the popularity of your website as a whole through an increase in qualified traffic. At the end of the day, it is the amount of traffic that will not only help to drive up your SEO ranking, as well as conversion and success across key metrics. These results are achieved through building trust and rapport with users through multiple platforms and avenues.

 

Video and images are two other avenues that drive social interaction through your owned channels. These types of multimedia are more engaging, and also allow you to utilize social sites such as YouTube and Pinterest to their full potential. Users want to engage with your brand in multiple ways. Offering a number of social platform options can drive different types of users who are looking for similar content to your website.

 

The Direct Impact of Off-Page SEO

 

What can off-page SEO actually do for your ranking?

 

As we know, not all pages are equally ranked. Page ranking first came into practice when Google decided they would assign a ranking system to web pages based on the quality and quantity of its links.  Over time, the quality of the link has taken precedence over the quantity, directly affecting the weight of the website overall.  A clever off-site SEO strategy can help drive your page ranking which will increase your traffic and conversion rates.

 

Improving Your Site Authority

 

If you’re looking to drive up your SERP, off-site SEO is an integral method to help give you the boost you need. The more people are talking about you and engaging with you outside of your website, the higher domain and page authority you will earn.  This, in turn, will show up on the search pages as you grow both organically and authentically.

 

Off-page SEO plays an immensely important role in the traffic, success, and positioning of your website. From quality natural links to meaningful social engagements, the continued focus on external factors affecting your brand reputation and positioning are not going away. Google is seeking to continually improve the ways they provide the best results for their users.  By creating a 360-degree, multi-faceted web experience, you’re giving your website the best chance of being boosted and recognized where it counts most – on the SERP.

 

7 Steps to Great SEO

 

To be successful at SEO, there are seven key phases to get your site ready for technical adjustments and to build a great SEO strategy. Here are the seven steps to take to get ready for long-term SEO success:

 

Step 1: Do an audit

 

The first step is a technical and content audit to see how your existing assets are performing. The technical audit considers every element of your site that might have an effect on your SEO performance. This includes things like site speed, page structure, site security, and mobile optimization. The content audit – ideal for sites that have dozens of pages of content – examines what pages are useful for the user. The goal of the content audit is to make sure everything is up to date and still relevant to viewers.

 

Step 2: Improve technical SEO

 

After completing your audit, reach for the low-hanging fruit: the technical adjustments you can make to your site to improve SEO performance. This might include:

 

  • Index Status – If your pages aren’t being indexed, then they are not being ranked. It could be a sign that the spiders may not be able to easily crawl your page or that your page is not relevant. You can view how many of your pages are indexed by checking the site: operator. If your pages are
    not indexed, you should rectify the situation as soon as possible.
  • Crawl Budget – Crawlbudget is the frequency with which search engine’s crawlers go over the pages of your domain. The more often crawlers visit, the quicker your pages get into the index that is updated. You should make sure that
    Technical SEO Tips

    Improve Technical SEO

    nothing on your website is actively hurting your crawl budget.

  • 404 Errors – Any code within 400 to 499 indicates that the page didn’t load. The 404-response code is the only one that carries a specific meaning – that the page is gone and most likely isn’t coming back. If it is caused by a broken link, fix
    the link. If the page was removed accidentally restore with an updated page or apply a 301 redirect to similar content.
  • Internal Links – Your internal link structure is crucial to your SEO success. Internal links are any links that connect your webpages to one another. Your link building strategy should align with your content and how it is structured, and where you ultimately want to send important link value.
  • Sitemaps –  Sitemaps provide search engines with a blueprint of how your website is laid out. You could manually create a sitemap by following XML sitemap code structure but it’s easier to generate a sitemap using the right tools, such as auditing software with a built-in XML sitemap generator or popular plugins like Google XML Sitemaps. Make sure you submit your sitemap to the search engines.
  • Site/Page Speed– Site speed should be a top priority for your SEO efforts. If you don’t have a lot of technical ability in development, it might be a challenge to fix page speed issues so you should work with a developer to improve the overall performance of your site. Fast page speeds also result in a better mobile UX for people, who, in today’s world, expect fast websites.
  • Redirects – Broken redirects are redirects that generate errors (such as

    301 & Canonical URLs

    404s) or are pointing to the wrong place. While the easiest way to prevent broken redirects is to not create redirects to begin with, you can’t always avoid that. Try not to change URL structures, create good URLs from the start and, don’t change your URLs if you don’t have to.

  • Broken Links – When you remove a page from your website or change URLs during a website overhaul links can break. Before doing a 301 direct, try to replace the link first as a direct link always holds more value than a redirect. Link reclamation is a way to fix those broken links and gain lost link value. Link reclamation is the process of locating and fixing broken links on your website and contacting other websites that link to yours to replace their link to you.
  • HTTPS –  Because Google now flags unsecure websites it is important to install an SSL security certificate on your website.

 

All of these elements must be working properly for your SERP results to improve. Fixing one of these areas won’t make a significant difference; but, fixing them all can certainly impact your ranking.

 

Step 3: Keyword research

 

Keyword research is the process of coming up with words and phrases that users are searching for in relation to your company, competitors, and industry. Take time to learn about how people are searching and what they are typing into a search engine. You’ll need to incorporate some of those search terms into your website to help Google’s bot associate your site with the right moment in the customer journey. Make it easy for people to find you – and buy from you.

 

Step 4: Locate your business

 

Location is everything, even when you’re dealing with a virtual business. It’s imperative that you understand how your target consumer searches for local businesses and service providers. Include your contact information and some geographic data somewhere on your website, including your state and city. Google serves up sites that are geographically relevant. For example, if a customer in New York is searching for “book stores near me,” Google will crawl webpages looking for a business address or Google My Business listing. If you don’t have that information, you’re missing out on clicks.

 

If you don’t have a Google My Business page then it’s time to get one, especially if your business depends on local business. Make sure that you keep your Google My Business updated, and full of quality, online reviews from satisfied customers.

 

Step 5: Set a content strategy

 

There are three categories of content you must include on your website for SEO purposes. The first is foundational content. This is content that doesn’t change very often and includes your main keywords and topics. Keep foundational content focused on your products and services.

 

The second kind of content is FAQ content. This is informational content that answers common questions about your company, service or product, and industry. Make sure that this content is listed on an SEO-friendly URL that a bot can easily understand.

 

Finally, the last kind of content is authoritative content. This is content that demonstrates your expertise, knowledge, and what makes your business unique. Find ways to make this content particularly engaging by using video, images, infographics, and other multimedia. By setting a content strategy that covers these three types of material, you’ll satisfy both website visitors and Google’s SEO bots.

 

We talked about bounce rates earlier. Bounce rate is the percentage of visitors who visit a single page on a website and then don’t go further. Google doesn’t like high bounce rates but there is something that Google dislikes more. It’s called pogo-sticking. Pogo-sticking occurs when a user performs a search, clicks on a result, immediately clicks back to the search result page, and clicks on a different result. This occurs because of immediate dissatisfaction in the search result. Content plays a big role in pogo-sticking. If the content doesn’t match the title or meta description or looks spammy or is poorly written with misspellings and bad grammar, pogo-sticking will occur. Some other reasons for pogo-sticking include slow page speed and lots of popups.

 

Step 6: Write and edit content

 

Next, optimize your content by writing copy that speaks to specific audience personas. This might include blog articles, tutorials, e-books, or online articles that people will engage with and then convert to be customers. Remember, content is how you will build credibility and trust. It must be well written and edited for Google to even consider delivering it in a search query.

 

Step 7: Ranking your page

 

This is the step that you have the least control over. If you continually optimize the technical aspects of your page, and update your content with relevant and interesting information, over time your SERP will improve. The best way to improve your SEO is to know your audience, become a content master, and provide a great website experience.

 

Building an SEO Strategy

 

The saying “build it and they will come” is a nice sentiment. But when it comes to your website, hope does not spring eternal.

 

Luckily, there are strategies you can implement that will help get your site discovered. One of the most important elements of any website build is the incorporation of a seriously good SEO strategy.  While links and content are hugely important, it is the backend part of SEO implementation that serves as the epicenter for all of your efforts.

 

Here is a comprehensive guide to the technical steps you should take to make your SEO efforts successful.

 

Localize your SEO efforts to get relevant customers

 

The importance of local search cannot be discounted. An overwhelming 4 out of 5 users utilize search engines to find local information.  With numbers like that, optimizing for local search feels like a natural step.

 

In order to optimize effectively, you need to ensure that Google can determine if your business is indeed local. Make sure your name, address, and telephone number appear consistently across all of your online postings and listings. As mentioned earlier, create a Google My Business account. Build quality off-page SEO links. Getting your business included in local directories is also a good strategy.

 

Build UI-Driven Site Architecture

 

Your site is only as good as a user’s ability to navigate it. If you’ve created a messy and difficult site experience, you’re going to have is a high bounce rate. You need to ensure that the site experience is stable and your navigation accurate. Make sure menu buttons and calls to action are clear and visible. The aim of your website is to keep users engaged with relevant content and keep them onsite for as long as possible to drive conversion. You want your website to foster the right type of user behavior; how it’s set up goes a long way to ensure that will happen.

 

Write Organized, Clean Code

 

When creating and maintaining your website, it’s essential to ensure that your code is clean and organized. You need to utilize best practices across your coding languages, as well as correct tagging and formatting. While every developer has their own style, following a set of principles will not only make it easier to make changes and updates in the future, but it will help your pages get indexed by Google. If Google can’t read your site, you’re missing out on easy wins from an indexing perspective. Set everything up in accordance with how Google operates to see infinitely better ranking results. Google needs to easily navigate and categorize the information it’s seeing. In the end, the more pages on your site Google is able to find and index, the higher your SERP and more likely your chances of discoverability.

Clean HTML for better SEO

View full image here https://css-tricks.com/what-beautiful-html-code-looks-like/ from Chris Coyier

 

Make the Switch to HTTPS

 

Security is becoming more and more important for users when it comes to conducting certain actions on websites, such as transactions. Google has specified that increasing security measures, such as switching to HTTPS, will play a pivotal role in improving your page rank. The switch from HTTP to

 

HTTPS may cause some initial bumps in the road; however, it looks like it will be well worth it in the end. Standards continue to change, and more and more websites are making the transition. Plus, building a safe website experience for users will help build trust and credibility.

 

Create Relevant and Practical Navigation

SEO Friendly Navigation

SEO Friendly Navigation

As we’ve covered, your site architecture needs to support easy and effective navigation. Likewise, you need to make sure that your web pages are set up for successful conversions.  Whether you’re selling a product, collecting customer information, or soliciting feedback for your business, users need to have a clear pathway to understand how to interact with your web pages. Make sure your site clearly delineates what actions need to happen where.

 

Start by understanding what actions you want users to take. If you’re looking for subscriptions, for example, make the “subscribe now” CTA prominent at the top of your page. Actions need to be clear and straightforward. Link your content to relevant actions across your site to help users find their way to what they need.

 

 

 

Improve Your Site Speed

Improve Website Speed

As a user, site speed plays a major factor in how long you are willing to interact with a website.  If a page is not loading fast enough, the bounce rate is certain to be high. Users want a site experience with a quick load time that supports the various actions they want to make, such as scroll or purchase. If you want to keep people engaged, make sure you’re allowing them to move through your site as quickly and seamlessly as possible.

 

Link to Quality Content

 

The relationship of link building to SEO has changed over the years: what was once a volume game has now been balanced out by a need for quality. Google has worked hard to eradicate the world of spam-filled web pages with terrible user experience. Google is forcing websites to put the user first in order to improve their SEO.

 

Building quality, relevant links is a key determining factor in your SERP. Internet users expect their searches to garner the most applicable results. They demand that Google send them to websites that are suitable and useful.

 

Optimize for Mobile Viewers

 

The proliferation of smartphones has changed the face of how we all consume digitally. The reality is that if you haven’t jumped on the mobile train, you’ve officially fallen behind. Mobile-friendly design is

 

imperative from an SEO perspective: Google is now ranking mobile content above desktop when it comes to indexing.

 

It is staggering how many websites are still not mobile optimized. No matter how swanky your desktop experience is, if you don’t have a functional, optimized mobile option, you’re going to lose customers. It’s that simple. Embrace the change and give your website the chance to be a mobile hub for your users.

 

Leverage the Power of Social

 

The relationship between social media and SEO can feel quite abstract at times. As social channels look to change the way users interact with brands, the question remains how best to leverage social in order to drive improvements to your SEO.

 

Facebook, Twitter, and other social media channels are where customers are interacting with brands on a different level to the webpage. On Instagram and YouTube, viewers are on a mission to consume content that’s dramatically different from visiting a web page. It’s in the social sphere that the conversation is happening. Customers are looking for answers from brands outside of the traditional channels.

 

Google is monitoring what’s happening in that conversation. They use these comments to measure your brand reputation and relevance. Streamline your social media marketing efforts to focus customer feedback and get the best results out of your off-page activities.

 

Understanding how to improve your social media marketing overall is a great first step. It will help you take full advantage of how social can power SEO by engaging your audience and driving qualified traffic to your website.

 

Prioritize Content Marketing

 

Content is king when it comes to engaging with users across any digital platform. Developing a comprehensive and focused content marketing strategy is essential to building your SEO strategy. As your content plays such an integral role in on-site SEO practices, it makes sense that robust content marketing is a crucial tool to winning with SEO.

 

The role of a blog can feel truly redundant at times. It can be a time suck and there may appear to be little reward. However, analyze your organic traffic through the blog: the highest volume pages are often from blog posts from years before that have earned a high index over time.  The trick is learning how to leverage older blog posts and make them relevant for users today.

 

Blogs and other forms of content marketing can keep users on your webpage and engaged. A solid content marketing strategy incorporates a 360-degree approach to the user journey and consumption behaviors.

 

Keyword Optimization

 

As you go through the SEO process, keyword optimization is one of the crucial building blocks to ensure your strategy and implementation are successful. Get your keywords wrong, and you’ll have a hard time seeing any change in your SEO ranking. Likewise, keyword optimization isn’t a “set it and forget it” one-time practice. You must continually update your keywords and make sure you’re expanding your reach.

 

Keyword Research Can help:

 

  • Drive traffic to your page
  • Help you assess the demand for your product or service
  • Write great content
  • Identify barriers to adoption for your key consumer groups

 

Keyword optimization touches nearly every part of your SEO strategy, from content to link building to site structure.

 

Where to Include keywords

 

The organic performance of your website depends largely on how well you integrate your keywords in every aspect of your website. Here are a few places where incorporating keywords is mission-critical:

 

  1. Title tags: target keywords must be included in the title, as this is the most important piece of content on your website
  2. Links: including internal links, navigational links, inbound links, and links within your content.
  3. Images: include keywords in your image alt attributes and file names
  4. Meta description: experts are conflicted as to whether to include target keywords in your text snippet, but make an effort to add optimized keywords to your meta tags
  5. URL: includes SEO keywords in the slugs (e.g., website.com/keyword-optimization).
  6. Site structure: group keywords in a hierarchy and as they correspond to subpages on your website

 

Some marketers also recommend adding keywords to your social media channels. This can improve your social media marketing efforts as well as drive engaged users to your landing page.

 

How to Evaluate Keywords

 

Which keywords and phrases are best for boosting your website? There’s both an art and a science to selecting the keywords you integrate across your site.

 

Popularity is the first quality you need to take into account when selecting keywords. The more popular a keyword is, the more people are searching for that word or phrase. That’s great because it will drive traffic to your website. However, the most popular search keywords also tend to be the most competitive. Popular keywords are harder to rank for because your competitors are likely targeting those keywords as well. Instead, try some of the closely related, but less popular variations on popular keywords. Use modifiers and synonyms to generate “long-tail keywords” that are easier to rank for overtime.

 

Keyword relevance is the next factor to consider when choosing your keywords and phrases. Relevance is an indication of how closely related a keyword is to what you’re offering on your website. For example, if you include keywords that are high value but have nothing to do with your product or service, your website ranking will dive. Are you delivering the information a user is searching for? Without relevance, it’s unlikely you will be able to make a conversion and your bounce rates will skyrocket.

 

Finally, keyword intent gets to the heart of what a searcher is really looking for. Where is a user in the customer journey when they search for your keyword? Are they browsing, ready to buy, or just looking

 

to gather information? For example, if you are offering lots of product information instead of making a hard sale, make sure your keywords aren’t all organized around the “buy now!” sentiment. Aim to use high intent keywords, those keywords that target users at the right stage of their customer journey. This will bring in qualified traffic and help raise your ranking.

 

Tools to Identify Keywords

 

There are a number of ways to find the best keywords for your landing page. Here are a few of the more popular options:

 

 

SEO is constantly evolving, and on-page and off-page SEO updates need to be performed to maintain and achieve organic rankings  Not only will you need to update your content,  but your strategy needs fine-tuning as Google makes changes to their algorithm. Google’s search engine bots get around 500-600 updates each year. Of course, some are minor, but others require significant adjustments to your strategy. The best way to mitigate the impact of Google’s updates is to work with an SEO agency that specializes in predicting and reacting to updates to the SEO algorithm. An SEO agency can keep you ahead of the game, as their sole mission is to understand and work with search engines. For more information and to start with your SEO audit, get in touch with the SEO marketing experts at Unreal.

 

ABOUT UNREAL WEB MARKETING

 

Our vast expertise has allowed us to create and optimize over one thousand full-featured websites for some of the country’s leading companies. Our web marketing initiatives have achieved top search engine rankings for these companies, allowing them to enjoy increased website traffic and accelerated business growth. UnReal Web Marketing has achieved over 40 Million top 10 positions for Fortune 500 companies since 1997. The diverse talent at UnReal Web Marketing has over 50 years of combined experience in Internet marketing and web design and has been instrumental in creating and optimizing more than 2,200 websites generating close to $150 million in sales for small to mid-sized companies throughout the United States.

 

The success UnReal Web Marketing has attained for its clients is the product of our passion for online marketing and the belief that by providing unique, creative solutions and thoughtful service, we will build long-term relationships with our clients. Call us today at (631) 743-9666.

 

David Montalvo is the Founder of UnReal Web Marketing with over 21 years of experience in SEO. He has worked with some of the largest companies in the U.S. such as jetBlue, Steinway Pianos, Mindray, Hestan, Yamaha, Daniel Gale, MLS, GoodYear, Grainger, U.S. General Services (GSA), and the State of Connecticut.  David is a frequent keynote speaker on SEO, digital marketing, and entrepreneurship topics.