We have very strong opinions about SEO.
It's almost become a bad word in the world of search engine marketing. It's difficult to find an SEO company that will increase your rankings, without being worried about algorithm changes penalizing (and possibly wiping out) your website because of shady tactics.
We focus upon on-site optimization, keyword ranking & analysis, competitor tracking, and content marketing. We try to focus upon long-term organic growth by the creation of valuable content, rather than short-term tactics.
Our content marketing is based upon a customer-centric philosophy: that good marketing makes friends, not enemies. The speed of marketing grows exponentially faster. The lifecycle of a campaign a hundred years ago was months or years: now, it might only be days or weeks. And because of this increase in speed, the rat race of constant growth hacking, popups, popunders, loopholes, funnels, and spam becomes obvious to every internet user.
We encourage users to complete a thorough site audit, to establish the baseline of traffic metrics for future organic growth. Measuring this is important so that you can verify through numbers that your search engine optimization is actually working.
An audit of your site looks at your closest competitors, your on-site issues, and basic metrics like page engagement and organic traffic sources. After this, we recommend building a custom monthly management strategy which ensures that your site will make progress.
We strongly encourage a long-term approach to improving your website's search experience. Creating content that is innately valuable to the user will be the best long-term strategy to increase organic traffic, without gaming the system!
Fads have all come and gone. But none of them focus on what really matters: helping users visit, stay, and recommend your content. We're not sure who came up with the phrase, but Mike Templeton's article on Forbes does a great job illustrating this by terming it search experience optimization.
And he's right. The old-fashioned methods of search engine optimization is dead. Unless you have the combined resources of the world's largest companies (Google, Microsoft, and Facebook) then it'll be pretty difficult to game the system and stay a few steps ahead of them. It's much better to develop a solid on-page optimization strategy, and leave the old strategies for your competitors to use.
What's the best way to generate long-term value for the internet? Simply creating the best & highest quality product you possibly can. This isn't easy, at all. And as a matter of fact, it means that search engine results are, more and more, placing importance upon real talent, originality, popularity, and playing nice within the ecosystems we've been given.
Original content is both expensive and rare, but it's becoming more valuable than ever. And it's not something that can be easily generated by giving an offshore copywriter a list of 5 keywords and a 500-word writing prompt. For an example of a company that does great content marketing, check out Ceros's blog. They write long-form, entertaining, and informative articles that almost ensure anyone who lands there stays there.
This reality doesn't sit well with most of the internet marketing world. Optimizing for experience isn't what the click-funnel builders want: they'd rather optimize this month's earnings by sucking users into their maelstrom of email forms, landing pages, and questionable web design skills.
But Google now places an emphasis on things like bounce rate (how many people left the site after landing there) or time on page (how long they were engaged with your content) or social shares (how many people decided to spread your content within their social group).
User experience and quality content, to put it simply. We've all had to suffer through the dark days of the internet, full of unusable navigation, Java applets, Flash, endless layers of drop-down menus, and Trebuchet MS. That's easily fixed these days. Thankfully, tech started catching up with itself and we've reached an era of better usability. But there's still a long way to go, and you can help push this along further with your own website. Simplicity is key: focus on one meaning, and a single call-to-action.
Marketing should make friends, not enemies. For long-term organic growth, we need to be making sure our websites do the same.
We'll tell you which issues you have, what should be addressed, and what results you can expect from search experience optimization.