Organic Search

SEO is the digital marketing technique with the greatest potential, the greatest potential risk, and the longest campaign time.

How Search Engines Operate

Search engines make money by providing the highest quality results to each searcher. They scour the web to learn everything about websites, determine which websites best fit the searcher’s criteria and provide the best experience. How do they do this? They have something called “ranking factors” that influence which website shows up for certain search terms.

Ranking Factors

Ranking factors by themselves are meaningless. For as long as search engines have existed people have been gaming them through tactics, hence the hundreds of thousands of SEO “professionals” that offer attractive prices. But sooner or later, the SEO “tactics” of the past get caught by search engines through major updates like Google’s Penguin update. There have been dozens updates like this one, and each one is directly related to improving user experience. It would follow, that each of the ranking factors Google relies upon are factors to improve user experience. Rather than focus on 200 “maybe” true ranking factors that other SEO's speculate about, we focus on three umbrella factors: legitimacy, relevance, and usability.

Legitimacy

Search Engines are put into a bit of a bind. There are 30 trillion web pages across hundreds of millions of websites that Google alone indexes (measures). With all the press about “fake news,” and a previously distrusting public sentiment towards all things internet, search engines need to give their users results that have credibility on top of relevance. A result needs to be related andtrue. There are a lot of ways that Google does this, but three noteworthy examples are backlinks, social signals, and on-page content.

Digital PR

SEO “pros” call them backlinks, we call it digital PR. Search engine’s most reliable form of measuring legitimacy is to see other legitimate websites “talk about” a brand’s website. This talking, in the form of hyperlinks, gets tracked by search engines, and is rewarded. In fact, these links are the most important ranking factor search engines consider. Our approach to digital PR is to find the most legitimate websites in any industry, use our ecosystem to get get quality content placed on the site that adds value to both parties. Depending on the project, we will focus on national publications, sites that are incredibly relevant to a specific niche, relevant podcasts, or videos productions. The beauty of this strategy is that it provides value with or without an SEO benefit in the form of referral traffic and brand awareness, but when the SEO benefits are measured on top of the new referral traffic, the results are compounded.

Social Signals

While digital PR are organizations talking about another brand, social signals are individuals talking about a brand. Engaging content and a vibrant online community tells search engines that not only do people know about you on social media, but they have meaningful interactions. We leverage engaging content through Social Media to directly entertain prospects and make a direct return on investment. Like digital PR, this strategy is profitable alone, but when combined with the SEO benefits it becomes even more attractive.

On Page Content

The fake news scandals that surrounded the 2016 primary elections posed a threat to how people trust what they see on search engines, in response, search engines raised the bar of how they measure a page’s legitimacy through their content. A website needs to tell a compelling story of who they are with as much engaging content as possible. The “about us” section should include information about founders, workers, include business phone numbers and locations, and as much other content unique to the brand AS POSSIBLE. Robust “about us” sections and related content improve legitimacy and therefore visibility.

Relevance

Relevance is the easiest ranking factor to understand. A user searches for something, a web page has the right combination of words that search engines deem to be the result the person is looking for. We utilize an intelligent content strategy to provide the most relevance to both users and search engines.

Content Strategy

A proper content strategy that drives relevant traffic to one part of a website, say a blog, will increase the relevance of a whole domain. For example, if a company is trying to rank for “squat bars” they will be competing with heavy hitters like Amazon and strength industry titan Rogue Fitness. However, the right content strategy could get them there. If they were to publish a series of blog posts bringing in the top experts on squatting from across multiple disciplines, released a series of blog posts on competing philosophies over which squat bars to use and eventually created a book out of their blog series they would become incredibly relevant for everything “squat” on their domain. This relevance for that specific keyword can be “transferred” to the product page for their squat bar, and combined with legitimacy building tactics, a number one rank could be achieved.

Usability

Search engines have one priority above all else, giving usable websites to searchers. This is especially important because Google reports that 53% of mobile users abandon a site if it takes longer than three seconds to load. We make sites blazing fast, mobile friendly, and easy to navigate in order to increase usability. Like our other SEO strategies, this improves revenue ​by itself​, but when combined with the added SEO benefits, it pays to have a well functioning website.

Find out how we can put solutions like these to work for you.