Search Engine Optimization

To improve your company’s rankings in Google searches, there are (roughly speaking) four main tasks.

1. Your website should have keywords and internal links in the right places, load quickly, and have good page markup.

2. The content on your site should be so engaging and useful that people are motivated to link to you.

3. Your social media program should be active and reach the influencers, who then link to you.

These are all completely under your control and you should be doing them anyhow, to the outer limits of your budget.

The fourth task is harder, and not under your control.

4. Get people to link to your site.

Quality inbound links are the coin of the realm in SEO. While we don’t know the specifics of Google’s ranking algorithm, the evidence is obvious and the conventional wisdom is (caution: SEO jargon ahead) well-documented.

So, links are awesome and you should have them. But obtaining them honestly is usually time-consuming and expensive. So before a linkbuilding program, you’ve got to look at your entire situation. It’s full of decisions and tradeoffs.

  • Which keywords should you be targeting?
  • What’s the financial upside of ranking #1 for a given search? How about #2 or #3?
  • Is it even feasible to rank well for your most important keywords?
  • Should you create new content to gain links?
  • What kinds of content… blog posts or video or photos or a bulletin board?
  • Should you outsource its creation? What should it say?
  • Who should you reach out to for links?
  • Should you pay for links?
  • Should you change your domain name? Rebuild your site?

If you need more customer traffic from search engines, here is how we can help you.

First we answer the above questions. Then, based on your priorities and budget, we make an action plan that has the best combination of website/content/social/linkbuilding.

A caveat: since you have no direct control over Google’s rankings, an SEO effort comes with no guarantee of success.

Yet our SEO programs are designed to create residual value, in the form of a better-converting website and a more effective social media program.


Included With Every SEO Project

These components of your marketing program are our standard considerations:


Your reporting system should include a few carefully chosen KPIs: current rank for the most important keywords, and the quantity of valuable inbound links. But we don’t fixate on those numbers. It’s more important to see how the various keywords are converting into leads and sales, so you can allocate your budget accordingly.

Social Media

The influence of social sharing has been the biggest recent change in the SEO world. It’s now conventional wisdom that social media carries significant weight in Google’s algorithm, which is why any good SEO improvement plan will have a social media component. Your  goal is links, of course, but always try to upgrade the “shareability” of your message and content.

Content Development

Relevant content is at the heart of a long-term SEO strategy. See above, and here.

Marketing Campaigns

This presents an interesting tension. Let’s say you launch a product. As a result, would you rather have one sale or two good inbound links? (The former helps you now, the latter helps you later.) This is a totally false dichotomy, but instructive as a thought exercise. You will always get a mix of sales and links, but your marketing efforts can favor one or the other. The trick is in maximizing the balance for short- and long-term success.


How does a SEO project affect your efforts to reach users on their mobile devices? Not a whole lot, but the foremost task is manageable: make sure your business appears in the local search results. Getlisted is a good resource for checking on your local search presence.