SEO (search engine optimization) is one of the most effective channels available to marketers. Several of ROIworks’ team members have been actively working in the SEO field since 1996, and have conducted hundreds of successful SEO Audits and optimization programs since that time. There are 7 pillars to our SEO process:
Topical Strategy and Searcher Intent
A lot of SEOs focus on finding the highest-volume key phrases, target those, and call it a day. Unfortunately, this is an outdated strategy. Our topical strategy goes a lot deeper, and includes research on:
- User intent
- Buyer personas
- Conversion rates
- Semantically related content and the inherent meaning of words
- Competitive analysis
Once we have a strategic idea of which core terms and topics we are going to target on the site, we start to map those terms and topics to pages and sections of the site. More often than not, significant changes to a site’s information architecture, navigation and URL structure are required at this stage. It’s vital to provide both users and search engines a crawl-able, error-free site.
Technical On-Page Factors
The focus here is on basic and not-so-basic blocking and tackling of proper page titles, meta descriptions, H1s, H2s, SEO copywriting, and alt image text.
Search engines prioritize sites that are responsive on multiple devices over those that are not. We can diagnose if these are any issues and potentially, help make your site responsive on multiple devices (mobile, tablet, etc.) Think of this as the minimum height requirement to ride the SEO roller-coaster.
Your primary content should be written first for users, and second for engines. It should be Fresh, Relevant, High-Quality, Deep and Unique.
When taking a look under the hood of a client’s site, we often find prior in-house or agency efforts to “link-build”. More often than not, these include poorly-veiled attempts to buy links from blog networks, or other less-than white hat tactics to appear more relevant for a topic than a site really is.
As a result, quite a few of our recent engagements have involved cleaning up or disavowing spammy, purchased links to help dig a site out of automated or manual penalties imposed by Google.
Content Marketing Strategy
Content marketing and SEO are the chocolate and peanut butter of today’s organic marketing programs. You really can’t have one without the other.
A good SEO strategy should inform content marketing topics, as well as the media used to promote the content. Meanwhile, content marketing today needs to focus relentlessly on quality over quantity in order to make an impact.
Even as we look at a client’s own sites, we also benchmark which competitors are generating the bulk of organic traffic, and what their strengths from an SEO, content marketing, and social media perspective are.
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