There are many questions we get asked about our user-focused SEO methodology and framework, so we thought we would outline a few of the more prominent questions we have received over the last year.
Q: Search Engine algorithms are constantly changing. How do you develop and optimize owned assets to keep pace with these changes?
From an SEO standpoint we don’t believe in chasing the ongoing algorithm changes, but instead creating high-value content assets and optimizing current brand assets based on the search psychology of a website’s primary and secondary persona set. This value is based on four primary areas; keyword traffic value, value to target persona, conversion rate value, and brand value.
To keep pace with these changes and ensure progress, SEO is embedded in all aspects of our process, from the websites planning to the final QA.
Q: Where does SEO fit in to your overall business strategy and within your overall service capabilities?
SEO is embedded in all aspects of our process, from the websites planning state to the final QA.
- It provides an additional layer of strategy based on data that is used by each of our teams when building integrated marketing strategies for our clients.
- It helps inform design and structural components, provide insights for content strategy and user journeys, and focuses the teams on the Googleblot persona to ensure organic traffic growth, increased engagement, and ultimately conversions.
- Outside of the integration points it is a holistic business strategy; inclusive of publishing, brand building, marketing, traffic acquisition, and conversion rate optimization.
Q: What SEO strategies are often overlooked that can aid in lifting SERP rankings?
There are two areas we feel brands have the most opportunity to excel and lift SERP rankings for high-value keywords.
The first, building a strong structural foundation and SEO friendly CMS. This foundation is key to
- Help users understand the content sets.
- Help users understand the content hierarchy.
- Help search engines focus their crawl and understand the website
- Help search engines apply ranking metrics to the high-value pages.
- Minimizing concerns that would cause a website to be filtered or penalized.
The second, creating high-value content assets derived from search and user insights.
By not participating in the webs publishing model mindset, brands have a much harder time:
- Taking control of their informational content sets
- Controlling how they are perceived online
- Addressing their users informational concerns
- Targeting keywords outside of brand terms
- Taking search share away from 3rd party sites
- Increasing reach and share of voice in the search results
Q: How often would you ideally provide SEO recommendations to a client for an existing site? Why?
Because we believe SEO is a business strategy inclusive of publishing, brand building, marketing, traffic acquisition, and conversion rate optimization, recommendations would be on a monthly basis to help accomplish brand goals.
These monthly recommendations would be based on data sets, SEO scorecards, and correlation studies on how the search engines are reacting to content sets, updates, and previous strategies.
SEO works best under an agile methodology that accounts for fluidity and consistent optimization updates. So ensuring that there is a process in place to accommodate this change frequency is vital for SEO to progress and providing ongoing value.