Search Engine Optimization, commonly known as SEO, is one of the most important cornerstones of digital marketing. If you want your business to thrive in the digital age and develop your online presence, your marketing approach must include what we can provide as your local SEO services company — expert analytics and maximized exposure of your brand.
What is SEO?
SEO can be quite a complicated process. In its most basic definition, SEO is used to improve the ranking of your business’s website in search results. The main three search engines are Google, Bing, and Yahoo; they employ a highly sophisticated algorithm that scans (or crawls) websites for information related to the individual user’s search. The crawler looks for specific webpages that are both easy to read and to navigate, whether on a desktop computer or on a mobile device.
Of course, the most relevant webpage topics get the highest rankings. These rankings can be found on the first page of the search engine results page (SERP). On average, 70-75% of users don’t click further than the first page of the SERP. In fact, most users don’t even venture past the first five results. So, the question is:
How do you increase your website’s rankings on search engines?
As a professional local SEO agency, we specialize in the many factors that go into producing effective SEO for your site. These factors can be organized into two categories: on-page SEO and off-page SEO.
On-page SEO uses methods such as keyword optimization and internal linking to make sure that each page of content on your website is attractive to search engines. Most importantly, the people looking for that content may become your potential customers. Meanwhile, off-page SEO goes beyond your site in order to promote your brand and establish credibility, utilizing backlinks and creating engagement through social media, and even local SEO.
On-Page SEO Explained
The Importance of Content
The main focus of on-page SEO is the quality of your web content, as this is the material that must be optimized for search engines and will help bring in more users to engage with your site. Content must be designed and written to address the needs of your unique audience, on topics that promote your business as well as further inform that audience.
There are several types of content you can use to generate traffic on your site, such as:
- Blog posts
- Infographics & images
- Online surveys
- How-tos & tutorials
- Any other visual content
At its core, good content is specific, easy to read and view, and should provide reliable, as well as credible, information.
The Importance of Keywords
Our local SEO services don’t just include content creation. Strategically implementing keywords will further optimize your content, but there are rules to using keywords that help maximize our efforts. Each article, video or infographic on a particular topic should have the same keyword worked into the URL of the webpage, the content itself, the title tag, within the meta description, and in the alt text of any images included.
The title tag tells the search engine (and the user) what the webpage is about. This is what appears on the SERP, which is why the title tag should typically be no more than 70 characters. Any more, and the search engine may not display the full title. Make sure your titles are as distinctive as your content!
A meta description is a short description of the webpage that can also be viewed on the SERP. The length can vary depending on the kind of page, but the main goal is to draw users to the content. It is best to avoid writing identical meta descriptions or title tags or using quotation marks.
The purpose of alt text, or alt attributes, is to describe a webpage image through HTML coding. Search engines also use this information in calculating content relevancy for a particular user’s search.
The Importance of Internal Links
Internal links are hyperlinks that are embedded in content text and link to other webpages within your site. Not only does this help steer the user to more of your content, internal linking also provides search engines with more information about the site and assists in driving up your rankings.
This could be as simple as creating a hyperlink on a word or phrase within a blog post and link back to your services page, or within your logo image to link back to the homepage. However, internal links should not be confused with backlinks, which are the main component of off-page SEO.
Off-Page SEO Explained
The Importance of Backlinks
When another site links back to yours, this is called a backlink (also called an external link). Here lies the crux of off-page SEO. Backlinks tell search engines that other sites find your content relevant and credible, which in turn drives your site’s popularity and, as a result, your rankings on the SERP.
For example, both Yelp and Trip Advisor may list the same restaurant on their respective pages for best restaurants in your city. Along with the listing, each site provides a link to the restaurant’s original site. This is how backlinks work in a nutshell.
Naturally, the more popular the site linking back to yours is, the better! The process of acquiring reliable backlinks can be difficult and tedious, but as your local SEO company, we strive to ensure the quality of your backlinks that are building your site’s authority and increasing user traffic.
Here are some pro tips for proper link building:
Don’t pay for links
Google in particular frowns on sites that employ purchased links to drive their rankings. This also includes link exchange requests from unknown and unaffiliated companies or individuals looking for handouts.
Follow the rules
Some link building tactics can get you penalized if search engines catch them, so don’t take shortcuts or try to cheat the system with spam-like links.
Earn your links
create killer content that is sharable to encourage user engagement.
The Importance of Social Media
How else do you generate user engagement? With social media, of course.
Part of the reason why social media marketing is so important is because it in itself is a form of link building. At the very least, your Facebook, Twitter, or Instagram bio can contain a link to your site.
The various portals of social media make it exceedingly valuable for your site and for your brand as a whole. This is also why creating sharable content is so important. Any blog post, image, or video posted on your social media should include the link to the original webpage, leading users back to your site.
The Importance of Local SEO
Local SEO refers to having a physical location for your business so that your SEO can include place-based results, such as when a user searches “coffee shop near me.” Claiming business listings and utilizing Google My Business allows you to provide Google with the details about your business for users to contact you, including your address, phone number, email, website URL, customer reviews, and more.
Social media also plays a part in local SEO, as your customers help build your popularity essentially through word-of-mouth. This is also why designing your site to be compatible on mobile devices is advantageous, as 50% of users who make local searches from their phone visit a store or office that same day.
Are you interested in our local SEO services?
We are South Florida’s leading digital marketing agency and are conveniently located to meet your needs. To schedule your free SEO consultation, contact us today!