How do you know which companies will benefit from SEO strategies?
Rarely is there a business that will not benefit from SEO in some way. The question is, ‘Is the expected ROI worth it?’ Because of this, we look at every business individually; taking into account goals, competition, current standing, and opportunity.
What are the biggest factors that contribute to boosting SEO performance that you would tell a new client to keep in mind as they begin SEO strategies?
Be sure your technical foundations are sound. Follow best practices for website development and SEO.
Don’t try to figure out what Google is using in their ranking algorithm in order to game the system. Focus on your users and their experience on your site. Try to solve issues that your users might have. Create unique content which will be useful and easy to navigate to on your site. Develop ways to share your content effectively, to naturally generate backlinks. Think about usability – how quickly do your pages load, and is it easy for users to find what they need? What is your mobile experience like?
When a business is building a content strategy, how would you recommend they build SEO into their strategy to ensure they’re focused on the right content?
Do research and see where content could currently be better on the web around the subjects you are experts in. When you find it, be sure to build it into your content map. Keyword research can help make sure your content strategy is built around the way your users think and talk about your products and services, rather than how you do so internally.
How does Two Octobers communicate SEO results in a way that clients understand the important KPIs rather than focusing solely on ranking?
We have our own set of important KPIs we track, including organic users and sessions, engagement, conversions, etc. Rankings on keywords don’t matter if no traffic comes from those keywords, and that traffic doesn’t do what you need it to do on your site.
What would you say is the biggest misconception about SEO that a lot of companies believe?
1. That you can trick Google. We have seen some companies do this, but it is always short lived, and the consequences are steep.
2. That SEO is snake oil. There are some practitioners who still do shady dealing, but we care about your brand as much as you do, and the recommendations we make are designed to help you stay ahead of the curve and future-proof your website, rather than what might work today but hurt you in the future.
What is your favorite thing about working with companies on boosting their SEO?
Helping clients identify which goals they should focus on, and then watching as they achieve those goals is gratifying.
The fact that the changes we make from an SEO perspective – usability, page speed, proper tagging and organization of content – can have a huge impact across all channels, not just SEO, and it’s fun to watch our clients discover that.
Don’t have an SEO strategy? Or perhaps you do, but you’re curious what could be missing to boost traffic to your website. Contact us to figure out what can be done to your website, content creation, marketing strategy and more to support your SEO.