..only to discover that they do not know enough to properly complete the job at hand. Other would be experts have learned ways of executing their internet marketing very aggressively, promising "We'll get you to number one" and then discovered in the long run that over optimization such as throwing keywords at the content and over 'stuffing' them, and doing less than stellar meta-tags and titling has led to very little performance, not to mention their lack of knowledge in many areas of SEO for successful ranking improvement.
These pretenders have darkened the reputation of hardworking dedicated SEO managers and made 'optimization' seem like black magic. It's unfortunate because Search Engine Optimization and Webdesign are far from magic. They are incredibly well thought out processes incorporating important words and actions referring to your service or product, and to your value proposition. There are so many factors to consider when seeking an SEO company, giving rise to the questions regarding the competence of an SEO manager that should be part of any decision making in choosing who should be doing your work.
So what are the questions and considerations that should be addressed when choosing the right SEO and Webdesign for me?
The work done on your page and in the background including social media platforms serves the dual-purpose of informing Google who and what you are, whether you are knowledgeable about your niche, and serving the purpose of informing your customers you are worthy of their trust and business. Is your manager fully addressing that with you and outlining the execution of trust? One of the key issues to creating the best presence is 'how you are blending and communication with your local market'? Is your SEO company understanding that and what do they really know about your area? When we look at citations and other processes that drive rankings to your site or to GMB, we know the formula for choosing the right ones to focus on. Influence vs. location vs. niche etc. More about this in another posting.
There is so much to be gained by a comprehensive SEO campaign, but it will fall short if the focus is only on page as opposed to the steps that go on in the background, or off page. Is my SEO manager looking at our social media presence in our area and have we been optimizing the platforms to the best interest of our company and product trust? Is there a strategy for linking in and out that will benefit our web site and drive business to our site, and to our order desk or to an appointment for services?
Now, the keyword approach, which is a combination of consumer query long-tail keywords; medium-tail keywords; anchor text; and other searcher habits is the gorilla driving the overall SEO approach. It's complicated, and one must get into the mindset of the consumer, use available tools for researching keywords and their relationship with the business that we are working with. How might they differ from their competition?
Of course, there are tools that tell us the 'most common' keywords, but keyword strategy is also driven by underlying circumstances not evident in keyword planning. For example, 'is my client's product subtly different from the competition'? Have we conveyed the message to the consumer, and have we provided the content and optimization to the web crawlers that deem our client's site worthy of advanced search results? Remember that no matter what the solutions are that are finally implemented, it should all tie in and feel very natural. ... paint house, with Toronto's best paint Company, for your interior painting contractor needs, in Ontario.....does not really work.
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