“To understand how SEO works and how you can make it work, you first need to know why you’re doing it in the first place.” – This is what we tell all our first-time clients.
This one line is the secret behind every successful SEO campaign. After all, there is no sense in doing SEO if you can’t even see the reason why you’re getting involved with it. Are you doing it because everybody else is doing it? Are you doing it in hopes of reaping the kind of success others are reaping? Or, are you doing it thinking your business can turn 180 degrees on to the right direction?
Well, although there is nothing wrong with jumping into SEO while solely relying on these three motives, it is still a pretty risky move. You can’t appreciate SEO for what it is if you never took the time to know what it really is about. One thing we are absolutely sure about from years of dealing with SEO campaigns is that it is not an overnight miracle worker. It requires hard work, competence, knowledge, and a smidgeon of luck. Except for that last requirement, our agency can assure you’ll get a good portion of the other factors. And here’s how we do it:
We establish objectives. By concretely identifying what it is you hope to achieve by doing SEO, we can better determine the approach we’ll be using. Objectives are very important to keep everyone on the same page. Having them has helped our team work cohesively towards one direction at all times. Surely, it will help guide you through the entire process as well. When it concerns SEO, the usual objectives are these:
You can add more to these objectives but it can never be less. You simply cannot say that your SEO campaign had become successful if it was to lack any of these components. We actively encourage our clients to seek out their own objectives for doing SEO and effectively communicate it with us.
We go back to the roots. Once we have identified what the client’s objectives are and have synced it with our own basic principles, the next thing we do is identify what’s stopping us from accomplishing these objectives. In other words, identifying whatever is inefficient with your website or existing marketing efforts. For this, we’ll do an in-depth site audit which will most definitely include running our client’s website metrics. We look at trends and take note of extreme values – which parts of the website are excellent, average, or poor from an SEO expert’s perspective. This assessment is crucial in any SEO process. After all, it is during the site audit that we (almost) always find the root cause of every website’s poor performance. Failing to deliver as early as this point may spell out doom for the rest of the SEO campaign. Thank your lucky star because it just so happens that we’re absolutely great at finding errors.
We plan different courses of action. SEO is a practice not a perfect science. In SEO, it isn’t just 1 + 1 that sums to two. There’s a whole bunch of different ways to arrive to one answer. And so, before we take any action, we make sure we have several alternatives ready in case the initial strategy we use won’t fit the bill. The failure of a method to elicit the desired result doesn’t disqualify it as an effective SEO method. It just so happens that some methods, although effective, may not be efficient to use in the current situation. And so, we jive up the approach to find something that will deliver the most impact. For example, if our link-building strategy doesn’t show much of the desired output, then even if it’s considered as one of the most popular methods, we’ll shift our efforts to improving UX strategies instead. We won’t drop link-building, of course. But giving it an extra push might be just what it needs to start working.
We track progress. The thing that makes SEO a more reliable online marketing tool is its measurability. Aside from significant or gradual changes in ROI, you can also track SEO’s progress using several other website metrics. Including site traffic, average website stay, bounce rates, inbound and outbound links, Domain and Page Authority (DA & PA), and many more. These numbers can tell you (with all proof) that your website is in fact, not the same as it was yesterday. You can monitor activity, the progression and regression of valuable site statistics, and devise new ways to counter or further a specific trend. For example, if your website is gaining more visitors that stay for an average length of 7 minutes, you got to ask yourself these questions:
What pages of my website are people becoming interested in?
What’re in these pages that cannot be found in others?
What can I do to make them stay/browse/read longer?
How can I turn this opportunity into a profitable situation?
We maintain. As we go along, we are confident enough to say that your pages will start getting ranked one after the other. But does everything stop here? No, definitely not. SEO is an ever-changing thing. Every half a year or so, SEO methods start to change along with the changes in search engine algorithms and processes. New trends emerge, and sometimes, old methods become too outdated to even hold any significance to your website’s rank. A common example is the use of keywords. Before, stuffing every other sentence with an anchor keyword was enough to convince Google that you are “clearly” writing for a certain topic and that your content is beneficial to users. If you are to apply the same method nowadays, you’ll get flagged down for keyword manipulation. This is how rocky SEO is. One moment you think you’re doing great; the next moment your rank got flushed down the drain.
No worries though! With the best Chicago SEO Company by your side, you’re sure to keep up with the times. Get a quote today!