LOCAL, ORGANIC, & PAID
SEARCH ENGINE OPTIMIZATION
All campaigns start with a solid foundation of research.
Local seo, organic search (seo), and paid search (ppc) all require a solid foundation of quality research to orient and structure the entire campaign.
Search campaigns typically arise from a business development perspective, marrying the sales cycle with high rankings, internal campaign goals, and budget requirements. Local businesses tend to compete on location based keywords and map placement. Organic search (seo) tends to drive regional brands into the national and worldwide reaches. Paid placement campaigns like adwords help in ultra competitive spaces and for running test campaigns in new geographical territories.
Visibility and Dominance Are Not the Same Thing.
In all types of search campaigns (local, organic seo, and paid) organizations need to be visible in order to compete in the marketplace and dominate in order to grow. Earning a #1 ranking for a given keyword helps and organization become visible to searchers, but dominating #1 rankings for all targeted keywords allows an organization to grow market share. Many dominant campaigns utilize more than 1 approach.
Local seo campaigns are powered by:
- Strong onsite local signals
- Schema markup
- Reputation Management
- External local signals
- Link Signals
- Social media mentions
- our secret sauce
Organic search strategies include:
- Powerful content marketing strategy
- Paid content placment
- Press & Blogger Outreach
- Backlink & Competitor Analysis
- Guest Blogging
- Technical SEO Audits
- “It’s Classified”
Successful paid search campaigns have:
- Heavy conversion rate optimization
- Keyword research with ROI calculations
- High volume / low competition keywords
- Tracking & Reporting
- “80% Mental, 20% Physical.”
Dominating campaigns often involve multiple approaches to help a business grow in the market place. For example all organizations must maintain a positive reputation online and strong social indicators for both local and organic seo. A successful approach to any 1 campaign type often has benefits for the others. Therefore it is best to approach every campaign from a holistic view, never sacrificing on the quality of outreach or content used.
Demand Search Experts.
Search Engine Optimization is 50% science and 50% art. On one hand it requires the technical expertise to fix onsite crawl, indexing, 301 redirects, canonicalization, meta optimization, and other code related issues. On the other hand it requires creative placement of high quality content to drive results. True seo experts are 50% scientists, 50% artists, and 50% magicians.
Commons portions of best practice search engine optimization include:
– Crawl Status & Rankings
– Issues Affecting Search Engine Indexing
– Site load speed & Page load time
– Code Quality
– Proper use of 301 redirects
– Canonicalization when necessary
– Resolution of 404 errors
– Targeted keyword focus
Search Engine Analysis
– Complete and unique page/post descriptions
– Title & Alt Tag Optimization
– Low Level Machine Learning / User Intent
– Content Optimization
One of the most important parts of a search engine optimization campaign for any agency or client is tracking and results of efforts. Proper tracking allows for the maximization of campaign efforts and helps transition organizations from being visible to being dominant on search engines.
Over $200M generated
Positioning an organization with a dominating presence requires a creative approach, often combining two or more strategies. For example a local business may run a temporary special which requires the utilization of both local seo and pay-per-click for a timely, cost effective campaign with a defined start and stop.