What We Do
There’s a lot that goes into a successful digital marketing strategy – we’ve been doing it for hundreds of clients for years. We have refined our process over and over again after search engine algorithm updates, countless tests we’ve done on our own websites, and thorough research we’ve garnered from numerous seminars, blogs, whitepapers, and studies. We believe our process is in line with algorithm updates, and is one of the most effective out there – we’d be excited to show you how it fits in specifically with your business.
So what’s our process look like? We’ll break it down, but basically it consists of our Discovery session with the client, implementation of our strategy, and proactively finding opportunities the client can take advantage of that is unique to solely their niche and location.
Our discovery session with a client is the absolute most important part of starting off on the right foot. We learn about the history, the mission statement, and the unique qualities of the business that set it apart from competition so we can eventually make the most of that on the website and through the content. We find out about the specific services/products offered and if there are opportunities to find niche markets. Basically, we create an absolute invested interest in the success of the client by establishing a meaningful relationship from the get go and being completely on the same page.
Once we have confirmed the scope of work and have our goals and timelines in place, we commence our strategy. And we’re not concerned about divulging the main components of our strategy, because we feel our team and our experience execute it as well as the best in the SEO industry.
Ongoing strategy is the core of a client’s success, and we coordinate the following tasks with efficiency and unparalleled organization:
- Keyword Research derived partially from our Discovery and also from our analysis of the competitive landscape
- Competitor Research
- Coordination of performance tracking like ranking software, reporting software, Google Analysis, and Google Webmaster Tools (Search Console)
We work immediately on fixing any problems that could lead to long-term issues, such as:
- Checking content for plagiarism
- Looking at sitemap, and if you have one, how it is configured
- Traces of old potentially harmful SEO tactics such as duplicate pages, keyword cloaking, keyword stuffing.
- Analyzing and making updates to meta information
- Checking site speed and hosting server performance
- Checking site for any manual actions from search engines and vulnerability to hacking, spam
- Check if the site is being indexed properly
- For WordPress sites, seeing if you have unnecessary plugins active that could be bogging down site performance and user experience
- Making sure the site renders well for all browser type and resolutions, including tablet and mobile
The list really could go on for this, including fundamental updates we’ll suggest as far as website design, copy and aesthetic that could be hindering visitor conversions, but that is something we work on together as time goes on.
The four core facets of our strategy post-initial are content, link building, on-site optimization, and digital opportunities.
On the internet, content is your website’s driving force. We take great pride in completing this component of our strategy effectively, while providing premium in-house content from our highly-skilled writers. Depending on the client, we will deliver a combination of content that represents their location, [for example, we would utilize a keyword phrase with the location of your business followed by what you do: “Manhattan (location), dry cleaners (product/ service)”)], content that represents their services, blogging, case studies, FAQs, articles, press releases, and anything and everything that can enhance your website. The content provides additional opportunities for your business to come up in search results, and provides engaging information for visitors. In addition, quality and engaging information attracts visitors coming to the site by other means. Brainstorming ideas for content is taken with the utmost care, and everyone on our team contributes to a creative process of finding topics and ideas for new pages that are most likely to help your website gain visibility and stand out from competitors. Content is also researched with special attention to search trends, volume of actual searches, and the likelihood of leading to qualified traffic rather than just traffic generated by individuals casually looking for information.
Link Building is arguably one of the most important components of actually ranking your website for the terms we’ve decided to go for. Links are essentially the factor that search engines have determined attribute to the authority of your website and in turn, the worthiness it possesses for ranking for the keywords established in the content and meta information we create. Acquiring links can be tricky, and I can assure you that the majority of SEO companies either have no idea how to acquire links whatsoever, or think that buying links from a link farm or a handful of directories passes for any consideration of authority. We’ve built hundreds of relationships in the SEO community over the years, from website owners to bloggers to press release and article syndication agencies to social media gurus. When we write meaningful content that has the disposition to be shared, the client benefit from the quality links it receives from its placement all over the internet. We have also curated list of directories for many of the industries we work with that are not only quite beneficial for receiving links, but also keeping their business information cohesive and potentially benefiting their map listings and beyond.
On-Site Optimization takes how visitors interact into consideration along with how search engines can crawl your site. We look at what we can do to underperforming pages as far as adding unique content, rewriting content, leveling out keyword density, ensuring the page is being crawled, and adjusting meta information. We use heatmaps on sites to see how people interact with the site and based on our findings, we may rearrange certain elements on a page – making a call-to-action bigger, adding imagery, adding/removing a contact form or phone number, adding elements to a page to enhance it such as awards, accomplishments, results and testimonials.
Lastly, digital opportunities are always top of mind for us when we think about what else we can do to maximize the campaign of a client. Not necessarily upselling, but encouraging them to perhaps partner with additional vendors to either completely benefit from another channel of marketing or complement our current efforts. For example, a lawyer could benefit from a really great up and coming directory. An inexpensive banner on an extremely high traffic NYC blog for a local restaurant. Whatever it may be, we’re always thinking of unique projects and opportunities for our clients to maximize their exposure. We may establish a set scope of work contractually with our clients, but we always are suggesting and brainstorming completely unique ways of them succeeding online.
Hopefully, this gives you a glimpse into the bare minimum that we do for a client. Our goal is always to position your online presence as best we can through every digital marketing tactic we’ve acquired from doing this for tens of thousands of hours. We are extremely passionate about what we do and are competitive in nature when it comes to ranking our clients. Every client’s website is an extension of our own talent and ability. Every company that outranks our client for what we’re trying to achieve is accepted as a personal challenge, and our goal is to surpass every single one. Fortunately, thanks to our dedication, persistence, and experience, our staff and our clients are both frequently incredibly pleased with the results.
If you’d like any more information about what we do for our SEO strategy or would like a helpful, complimentary consultation with me to discuss your business and website, I’d be glad to take the time to speak with you. Thank you.