“Times change and we with them.” – Latin Proverb
When we started back in 2007, Google’s organic search algorithm was still in its infancy. It was common for SEO agencies to try and “game the system” in order to achieve rankings and traffic on search engines. But those days are long gone (and good riddance, we say!) Today, legitimate SEO is just one small part of a larger marketing effort. It’s a systematic way of optimizing the valuable content you use to attract, acquire, and qualify leads while nurturing the relationships you have with existing customers.
Competition is Fierce
75% of people don’t scroll past the first page of results, which means everyone wants to be visible there. Yet there are only 10 spots on a page, so it can be pretty difficult for small and medium sized businesses to compete with the corporate giants who tend to dominate results. But the truth is you really only need to be visible to the people most important to your business—the ones who are going to buy from you.
Consumers Are Getting Smarter (But That’s a Good Thing!)
People have become so used to advertisements that they’re likely to ignore them completely. DVRs let us fast forward through commercials and we’ve become so adept at surfing the internet that we tend to disregard advertisements. But what are we passing over these ads in favor of? Content. Valuable, relevant, engaging, informative and entertaining content.
Want to Attract and Retain Customers?
Instead of simply pitching your products or services, you need to create content that enhances people’s lives. It must answer their questions, offer solutions, give them insight…in a word, it needs to make them smarter.
The basis of content marketing is the belief that fostering a relationship with your customers and helping them make informed purchasing decisions encourages them to reward you with their business and their loyalty.
It’s about building trust and establishing your business as an authority on the issues relevant to your industry.
Content: What It Is and Where You Can Get Some
Content can be virtually anything on your website—images, articles, videos, infographics, guides, eBooks, case studies and podcasts are just a few examples. But our content marketing & SEO strategy begins with written content. We research the topics and trends related to your industry, investigate the competition, gauge people’s level of interest and develop a long-term, ongoing strategy that showcases your expertise, highlights your unique strengths, and makes people stop, read, think, and act.
How We Combine Content Marketing and SEO
Our first step is always research.
We identify what keywords actually matter to your business. People may not talk about your business the same way you do—are you missing any opportunities?
We compare your current position with the competition’s organic search results. What are they doing right? What are they doing wrong? Where do your opportunities lie? How can we get the upper hand?
We analyze your site’s load time, source code, meta titles and descriptions as well as other technical elements and develop a plan to optimize them for relevance and better visibility in search results.
We set up analytics and create goals that can actually be tracked for ROI. You want to know how effectively you’re using your marketing budget, right? Well, SEO gives you better insight than any other traditional marketing strategy.
Then we create, track, analyze, optimize and repeat!