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Before You Invest in SEO

Before starting SEO, there are several key aspects you should be aware of. Here are some important points to consider: 1) Understanding SEO Basics: Familiarize yourself with the fundamental concepts of SEO, including keywords, on-page and off-page optimization, backlinking, and technical aspects such as site speed and mobile-friendliness. 2) Knowing Your Target Audience: Determine who your target audience is and conduct thorough keyword research to identify the search terms they are using to find products or services similar to yours. This will help you optimize your website and content accordingly. (We do extensive keyword research for all clients for their market area) 3) Setting Goals and Expectations: Define clear and realistic goals for your SEO strategy. Understand that SEO is a long-term process and organic rankings take time to improve. Set realistic expectations based on your industry, competition, and available resources. 4) Technical SEO: Ensure that your website is technically optimized for search engines. This includes having a clean and crawlable website structure, optimized meta tags, proper URL structure, schema markup, XML sitemap, and more. 5) Content Optimization: Create high-quality and relevant content that aligns with the search intent of your target audience. Focus on including target keywords naturally, providing value, and answering user queries. Regularly update and add fresh content to your website. (With our Hub & Spoke product the client receives a minimum of 10 pages of unique handwritten content in addition to the content being written as part of our SEO service) 6) On-Page Optimization: Optimize your website pages by ensuring proper keyword placement in title tags, headings, meta descriptions, and throughout the content. Improve user experience by optimizing page load speed, optimizing images, and making your website mobile friendly. 7) Off-Page Optimization and Link Building: Develop a strategy to acquire high-quality backlinks from reputable websites relevant to your industry. This includes building relationships, guest blogging, creating sharable content, and leveraging social media platforms for link promotion. (natural backlink creation has been a part of our strategy for over 15-years) 8) Monitoring and Analytics: Use tools like Google Analytics 4 and Google Search Console to monitor your website’s performance, track keyword rankings, measure organic traffic, and identify areas for improvement. Regularly analyze data and make data-driven decisions. 9) Staying Updated with SEO Trends: SEO is a constantly evolving field, so it’s important to stay updated with industry trends, algorithm updates, and best practices. Follow reputable SEO blogs, attend webinars or conferences, and participate in industry forums to stay informed. 10) Patience and Adaptability: SEO is a long-term strategy, and results may take time. Be patient and persistent in consistently optimizing your website and implementing SEO strategies. Be adaptable and willing to adjust your approach based on updated techniques and changing search engine algorithms. Remember, SEO is a complex and dynamic field, so it’s recommended to seek guidance from experienced professionals or consider partnering with an SEO agency for expert advice, support and implementation. Contact us to learn more about our proprietary SEO services:

How to Gauge the Success of Your SEO Campaign

In the dynamic world of digital marketing, measuring the success of your SEO campaign is paramount. While there are various metrics to consider, the ultimate goal is to assess whether your investment in SEO is yielding a positive Return on Investment (ROI). In this guide, we’ll explore the concept of ROI, how to measure it, and other important metrics to consider when evaluating the effectiveness of your SEO campaign. What is Return on Investment (ROI)? ROI is a fundamental business metric that helps you understand the profitability of your SEO efforts. In the context of SEO, it refers to the return you get from the money and resources you invest in improving your website’s search engine visibility. How to Measure ROI of Your SEO Campaign To calculate ROI, you need to consider the total revenue generated through SEO and divide it by the amount of money you’re spending on SEO. Let’s break it down with an example: Example Calculation: Suppose you spent $2,000 on SEO services for a month, and during that same month, your website generated $10,000 in revenue directly from organic search traffic. Your ROI would be calculated as follows: ROI = (Revenue – Cost) / Cost ROI = ($10,000 – $2,000) / $2,000 ROI = $8,000 / $2,000 ROI = 400% In this example, your ROI is 4, or 400%, which means for every dollar spent on SEO, you earned $4 in revenue. A positive ROI indicates that your SEO campaign is financially successful. Keep in mind that the average investor portfolio only produces a 7% return annually. Are There Other Ways to Measure Campaign Success? While ROI is a crucial metric, there are other factors to consider when evaluating the success of your SEO campaign: 1. Lead Volume Measuring the number of leads generated through your website is a valuable indicator of campaign success. However, it’s essential to consider external factors such as seasonality and industry growth trends that can impact lead volume. 2. Website Traffic Analyzing your website’s traffic can provide insights into user engagement and the effectiveness of your SEO efforts. Look for increases in the number of visitors, page views, and session duration. 3. Google Business Profile Engagement For local businesses, engagement metrics on your Google Business Profile, such as clicks for directions, phone calls, and website visits, can be indicative of SEO success. Monitoring these metrics helps track the effectiveness of your local SEO strategy. 4. Keyword Rankings While keyword rankings are often used to measure SEO success, they have limitations. Each user’s search experience is personalized, making it difficult to accurately gauge your rankings. Moreover, if you’re generating leads, it’s a strong indicator that your SEO efforts are working, even if your exact rankings are fluctuating. 5. Automated SEO Tools Beware of relying solely on automated SEO tools. These tools can be flawed and are sometimes used by competitors as a scare tactic. Many of the guidelines they measure, like Title Tag length limits, may not be accurate or directly correlate with SEO success. Conclusion: ROI is the Ultimate Measure of Success In conclusion, while various metrics can help you assess the performance of your SEO campaign, ROI remains the most reliable and comprehensive measure of success. It directly reflects the financial impact of your SEO investment. By tracking ROI, you can make informed decisions about the direction of your SEO strategy and ensure that your efforts are contributing to the growth and profitability of your business. In the ever-evolving world of digital marketing, focusing on ROI as your primary metric will keep you on the path to sustained success.

Automated SEO Tools and Audits

How Accurate Are They? Since the very beginning of the search engine optimization (SEO) industry, marketers and business owners have looked for shortcuts and automation tools to expedite the massive undertaking of “get Google to give us that first spot.” There are hundreds of “SEO audit” tools available that claim to instantly size up your site and tell you what you’re doing wrong. A common industry sales tactic is to send out automated emails with “audit results” for recipients’ websites in hopes they will see red X’s and ask for help. Advantages of Automated Audit Tools Scan through hundreds of pages in seconds Detect missing elements and broken links Catch duplicate content that may have been copy/pasted from a different website (a big “no-no” in SEO) Strength: Identify simple technical issues Disadvantages of Automated Audit Tools The tools have no idea what keywords you are targeting or which terms are the most valuable Pass/fail criteria for the majority of their checks is arbitrarily set by the test creator and may not reflect a Google standard or ranking factor Tools treat all pages the same and don’t understand the broader structure of your website Weakness: No understanding of strategic components The importance of keyword strategy In SEO, everything revolves around the search terms you are going after. The end goal is always to ensure your website appears prominently when a potential customer searches for those terms. When an audit tool looks at your website, it’s either guessing or not even considering which words/phrases are going to drive business. Without understanding your SEO goals, it’s impossible for an automated tool to actually evaluate your SEO campaign. A properly designed SEO strategy will involve hours of initial keyword research and ongoing tweaking based on analytics data, search patterns, and revenue trends. Automated tools don’t have access to any of that. Let’s take a few automated tools for a spin! For the sake of this blog post, we ran through a handful of the available audit tools and found many of their suggestions were extremely misleading. Here are some examples: Remove iFrames This is a great example of the shortcomings of automated SEO tools. Their lack of understanding the nuances of SEO will often give false readings like this. What the tool is referring to: In general, iFrames are not a great way to display content. An iFrame is basically a window inside your webpage that displays the contents of another webpage. For textual content, Google much prefers you include the actual verbiage on your own website and cite the source versus ask the browser to open a second URL within your page. Why the tool is incorrect: The test was seeing a YouTube video! When you embed a video on your webpage from YouTube, Vimeo, etc – the code that allows you to do that is an iFrame! A YouTube iFrame is actually the best way to place a video player on your website. Google owns YouTube and instructs creators to share their videos in this way. Embedding a YouTube video with an iFrame will keep your page load time down and can even help Google understand your page better. Assessment: Following this suggestion could actually harm your SEO rankings. Obviously Google would never punish you for placing their code on your site! Reduce length of title tag Title length has been a long-debated topic in the SEO industry. If you look up at the tab on the top of your browser, you’ll see a truncated version of the title of this page: “Automated SEO Tools and Audits.” What the tool is referring to: This particular tool said title tags need to be “between 10 and 70 characters.” Google search results typically includes 65-70 characters of the page’s title tag as a blue link, then the rest gets cut off with an ellipses. Why the tool is incorrect: Even though search results only display a limited number of characters, Googlebot actually reads much further than that. A longer title can be both appropriate and advantageous in many situations. Google will automatically choose the most important chunk of text and display it on the search results page. Assessment: This suggestion could harm your rankings by removing important terms from a prominent position. Title tags are one of the most important page elements when it comes to SEO. Shorten meta description Once again, the automated tool has evaluated part of our homepage’s SEO with arbitrary criteria. What the tool is referring to: In search results, those blocks of black text underneath the blue links are typically (but not always) pulled from a special tag called a “meta description.” Web developers place this chunk of code into a hidden portion of your webpages to describe the purpose of each page to bots like Google. Why the tool is incorrect: Google’s Webmaster guidelines specifically say “There’s no limit on how long a meta description can be.” The creator of this automated tool simply set an arbitrary limit based on their own preferences. Assessment: Rewriting meta descriptions for every page on your website could take hours and would likely have no effect on search performance. Implement a XML sitemaps file XML sitemaps are a special file that webmasters and SEOs can place on the server to guide Googlebot toward new pages and make sure the crawler doesn’t miss any. What the tool is referring to: Google recommends but does not require sitemaps. For extremely large websites with thousands of pages, it is a best practice to include a dynamic sitemap that will update itself anytime new pages are published. Why the tool is incorrect: For small websites where the pages all link between each other, Google has no trouble finding and indexing the content. When new pages are created, it is actually much faster to request indexing within Google Search Console versus waiting for them to re-check your sitemap. Search Console will get the page crawled within a few hours while waiting for a sitemap crawl … Continued

Does SEO Work?

A large percentage of dealers express skepticism about the effectiveness of SEO, especially in light of Google’s latest update in March 2023. Many often resort to substantial investments in pay-per-click advertising, only to find themselves disappointed with the outcomes. SEO (Search Engine Optimization) is an effective digital…Read More

What is Off-Site SEO?

Off-site SEO, also known as off-page SEO, refers to the actions taken outside of your website to improve its visibility and rankings in search engine results pages (SERPs). While on-site SEO focuses on optimizing elements on your website, off-site SEO primarily revolves around building your website’s authority, reputation, and relevance through… Read More

The Truth and Reality of Keyword Rankings

Google has long been the dominant search engine and venue for accessing information online. Their product now holds over 80% market share. Over the years, Google has continuously evolved its algorithm to provide users with more relevant (and personalized) results. Personalization can be defined as the software’s efforts to tailor the… Read More

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Having taken your advice with all upgrades to our Web Site, the social media marketing, and the additional content you add to our S.E.O., we have seen incredible gains in our ranking, maps, and overall conversions…

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Desert Diamond Mechanical

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All Temp Chicagoland

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MTA360® created our current website for us a few years back. During this time they have provided us regular support, social media management and they handle all of our SEO. Jack has taken his many years in the HVAC trades…

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