As digital marketing’s speciality areas continue to evolve and expand, it is easy to lose sight of what your agency does and where the heart of their expertise lies. Currently, it is easy to be confused as to what exactly your SEO agency does or more precisely what they should be doing.
While good SEO will greatly assist in driving higher volumes of organic leads, at its purest, SEO is not really part of your lead generation strategy. Currently, SEO is more focused on content. One of the greatest changes in the past decade has been the impact of social media plays on SEO. A few years ago, it didn't matter who found your content via social search. Today, SEO has warmly embraced tweets, retweets, Google+ authorship, and other social signals.
SEO has been defined by Hubspot as, “techniques that help your website rank higher in organic search results, making your website more visible to people who are looking for your brand, product, or service via search engines like Google, Bing, and Yahoo.”
SEO Agency Technical Services
Your website visitors' experience is an important dimension of your SEO strategy and your SEO agency should be looking for:
- Site errors:
Signal search engines that your site is not trustworthy and thus, not worthy of a premium listing status. Common errors include 4XX errors, duplicate page content, duplicate title tags, missing title tags, and crawlers blocked by Robots.txt.
- Meta elements:
Duplicate title tags, meta descriptions, and site content can all reduce your site’s search engine rankings and click-through-rate. Ensuring your meta elements are optimized improves your chances of being displayed on the SERPs.
File used to prevent search engine crawlers from crawling and indexing pages on your website that you want to be hidden from public view.
- Indexed status:
Indexed pages have been found by search crawlers (like the spiders for Google) and deemed to have enough quality for relevant search phrases. Indexed pages will show up in search results and can drive organic traffic to your site.
- Page speed:
User experience is important for search engines. They understand that website visitors are impatient. This is why site speed factors into your website ranking.
Your XML sitemap lists all the pages on your website that you want a search engine to index.
SEO Agency Content Services
Your SEO agency should evaluate your website’s existing content and identify:
- Poorly ranking content
- Duplicate content issues
- Missing pages
For any online brand, your website’s content is a major digital asset. It's the attractor for website visitors and helps migrate your prospects along the customer journey to ultimately convert visitors into leads, leads into prospects, and prospects into customers. Once the status of your existing website content has been established, your SEO agency can assist you in structuring your website content moving forward.
Off-Page Ecosystem Review
significant proportion of your SEO success occurs on review sites, industry blogs, online directories, and chat rooms. Happily, if you are popular online or enjoy great reviews from customers, it’s easy to rank really well for your target keywords.
The downside of that is many small websites aren’t that well known and many may experience negative reviews, no matter how good their services are.
A good SEO agency will track down mentions of your site across the web. The goal is to have a reputable online presence that website visitors and customers alike can trust.
Your SEO agency will employ a battery of tools and techniques to get there:
- Increase your organic traffic volumes.
- Locality-specific content.
- Unique title tags and meta descriptions for each product and service area.
- Consistent NAP across every listing.
- Authentic reviews marked up with scheme.
- Consistent, reputable directory listings.
- Mobile response website functionality.
These are all authority-building techniques and can make a surprising difference when you’re trying to build your online presence.
Optimizing Your Website Structure And Code
Some of the techniques your SEO agency can look at when optimizing your website’s performance and navigation, so it’s easy for visitors to find exactly what they are looking for include:
- Cleaning up your website’s code so it runs faster.
- Eliminating coding errors Google’s crawler will identify.
- Add an XML sitemap to enable Google’s crawler to quickly visit the different pages.
- Add internal links to pages within your site so users can flow to the places you want them to go more easily.
Optimizing Your Website Content
In order to consistently attract organic traffic to your website, you need to be constantly creating and publishing fresh content. Your content creation process also needs to run in tandem with a continuous program of optimizing your website’s existing pages. Your SEO agency should continuously:
- Add images, formatting text, and change colors to migrate more visitors along the conversion path.
- Create new landing pages to attract visitors with fresh offers, engaging content or new products and services.
- Place keywords in your page titles to help Google rank your pages.
- Remove or editing duplicate content.
- Customise your landing pages with well written, keyword rich copy to ensure high performance.
Monitoring And Reporting
Finally, search engine optimization involves more than simply making changes to your website. Your SEO agency should complement your remedial SEO activity with a robust monitor and reporting regime. Sound monitoring will enable you to be confident in your test results while ensuring your SEO rankings, traffic volumes, and conversions don’t suddenly dip.
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An SEO agency plays a clearly defined role in helping your brand’s website rank higher in organic search results, and be more visible to people looking for your brand, product, or service via search engines. So when you look at the contribution your SEO agency can make to your brand’s enduring success, consider how visible you want your brand to be on the web? Do you want people to think of your brand as a reflection of your business? If so, be clear about what you expect from your SEO agency and ensure they have a laser-focus on delivering brilliant SEO results for your brand.