When we started optimizing web sites for organic search, it was a fairly simple task:
Figure out the subjects you want to rank for
Identify the keywords related to those subjects
Create some content around those subjects
Put the keywords into the title, meta description and meta keywords fields
Sprinkle the keywords throughout the content on the page so that you achieved a particular keyword density number
Get some links using keyword rich Anchor text
If you followed those simple steps the search engines would magically find your content and you’d have happy clients. No more.
A Broader Approach to SEO
Today, there are so many more signals that will impact a web site’s ability to appear on a SERP that a broader, more holistic view of an SEO project is required. So unlike a lot of SEO companies, we look at everything: the freshness of the content, the reading level, the ease and clarity of navigation, the creative design, the number of ads on the page and underlying HTML structure. We look at the overall “topicality” of the page – how the content in your left or right rail (videos, links, etc) relates to the topic of the page.
But not all the signals are directly coming from your web site itself, so we also look at how well your content is received in social media and whether or not people talking about your content or business. Are they sharing what you’re writing, and how big is the buzz? We look at your paid search campaign because even though there isn’t a direct connection between what you’re spending to buy search ads and your organic rank, there is a Branding component that has an effect on your organic listings click-through rate. We look at the effectiveness of your email program (if there is one) and at the coordination between your search strategy and your public relations strategy.
SEO isn’t simple. If you’re interested in finding out how we can help your business, why not get in touch? You have nothing to lose and everything to gain.
As the Founder of Expert SEO Consulting, Eric Richmond brings with him more than 20 years of experience in advertising and technology consulting. Prior to forming Expert SEO Consulting, Eric served as Head of Audience Development for Complex Media, VP of Search and Social Media for TechMediaNetwork. Before that, Eric was VP of Technology & SEO at 360i, where he was responsible for overseeing the development of proprietary technology solutions for 360i in addition to managing the Agency’s SEO practice. Eric came to 360i from RichFX, where he served as Director of Strategic Accounts serviced clients list Wal-Mart, The Home Depot and Safeway. Prior to RichFX, Eric was VP/Global Account Director at Viewpoint, as well as CTO for Grey Interactive Worldwide and VP/Technology for APLDigital.