You’ve likely heard of SEO, and if you haven’t already, you could obtain a quick Wikipedia definition of the term, but understanding that SEO is “the process of affecting the visibility of a website or a web page in a search engine’s unpaid results” doesn’t really help you answer important questions for your business and your website, such as:
What’s likely interesting to you as a business owner or employee is how you can actually leverage SEO to help drive more relevant traffic, leads, sales, and ultimately revenue and profit for your business.
If you sell blue widgets, would you rather buy a billboard so anyone with a car in your area sees your ad (whether they will ever have any interest in blue widgets or not), or show up every time anyone in the world types “buy blue widgets” into a search engine? Probably the latter, because those people have commercial intent, meaning they are standing up and saying that they want to buy something you offer.
People are searching for any manner of things directly related to your business. Beyond that, your prospects are also searching for all kinds of things that are only loosely related to your business. These represent even more opportunities to connect with those folks and help answer their questions, solve their problems, and become a trusted resource for them.
Are you more likely to get your widgets from a trusted resource who offered great information each of the last four times you turned to Google for help with a problem, or someone you’ve never heard of?
At Kuware, we pride ourselves for our comprehensive Search Engine Optimization and Marketing process, which includes the following steps:
Our strategy is simple: to develop the best Search Engine Marketing plan for you, we take the time to learn your business. A Kuware Search Engine Marketing campaign begins with a meeting in which you explain the fine points of your business. We take your lead, perform further research, and present a SEO strategy that meets your company’s unique needs.
After we have learned about your business, the next step is to begin the on-site and off-site optimization process.
On-Site Optimization: this includes the content visible on the website and the meta content which is only seen by search engines. We will help you refine and optimize this content to encourage search engines to find your site. On-Site Optimization is completed at the beginning of the SEO process and is refined on an ongoing basis.
Off-Site Optimization: this is the work done on other sites to increase your site ranking. Typically, this will include building links, publishing articles and blog, commenting in forums, creating videos promotions, and publishing press releases. Off-Site Optimization is an ongoing process which must continue to help gain and maintain a high ranking on search engines.
It is important to track the results of your site’s SEO progress in a quantitative manner. This way, we can determine if the campaign has been successful or if we need to make improvements. The usual metrics we use to track SEO are Search Engine Rankings, Leads Generated, and Return on Investment (ROI).
After we have evaluated the performance of your SEO campaign, we will begin to make minor (and ongoing) adjustments to continually improve the campaign.
The initial set up for an SEO Marketing project is typically 1-6 months. After the project has been established, your Kuware team will work to continually optimize your site for the best traffic and results.