SEO Optimization Process

What is the SEO Optimization Process? For 20+ years, we’ve optimized websites to show up in Google, Bing, Yahoo and other search engines. Website optimization can be time-consuming but it does drive new customer acquisition, if done correctly.  There are always anomalies but in general, SEO works if you follow all or most of the tactics below.  SEO is a long-term investment, and rarely shows overnight success unless something is viral.  Your goal is to be organically ranked in the top 5 search results to see measurable traffic, for keywords that have significant search volume (impressions) on a monthly basis, as noted in Google Search Console (formerly Google Webmasters).

SEO Basics:

  • Start with a basic SEO report for your top 10-20 keyword phrases
  • If you are not using SEO software, go to webmasters.google.com and pull a performance report for your site, once your site has been verified (HTML tag or Google Analytics verified)
  • Once in Google Search Console, export 28 to 90 days of performance data to Google Sheets (sheets.google.com), including keyword, clicks, impressions, average position and click thru rate (CTR).
  • In Google Sheets, sort the data in descending impressions in order to see the keyword phrases that have the greatest potential of sending your website substantial traffic. Note where your site is currently ranked for these keyword phrases.
  • Focus on the keywords that have greater than 1,000 impressions in the last 28 days, that are also highly relevant to what your company sells.
  • If you do not see any keywords that have 1,000 impressions in 28 days, re-export the data for 90 days. You may need a larger dataset. Additionally, you may not have enough organic search visibility to warrant 28-90 days of 1,000 impressions for keywords that drive substantial traffic.
  • If the keywords that describe your products, services, brand names and company are relevant, have greater than 1,000 impressions in the past 28 days, and your site is ranked in the top 10 or first page organic search results, then you should be receiving organic search traffic.
  • We can help you set this up, review the data, and make recommendations
  • Then you can determine whether or not you are ready to invest in SEO tactics.

SEO Optimization Process

  • Work with an experienced SEO consultant on the best keywords to target
  • Finalize your keyword list for the beginning project
  • For a small website, you can target 25-50 keyword phrases
  • For a medium website, start with up to 100 core keyword phrases. You will add hundreds, eventually, to your list.
  • For a larger website, you may target keyword categories, and then determine priority keywords.
  • Review all pages indexed in Google
  • Pull all metadata into Google Sheets for benchmark purposes
  • Re-write and document newly tagged metadata (metatags) including but not limited to H1, page title, page description and whether or not content edits are needed to optimize for target keyword phrases.

SEO Metatags:

  • Write an optimized page title, up to 72 characters
  • Incorporate your target keyword phrases, like SEO Services
  • Work the target keyword phrase into your H1
  • Incorporate the target keyword phrase into your H2 tags, or H3
  • Add target keyword phrase in your meta description – Example: Bizresearch offers SEO services, including on-page SEO strategy, content marketing, and website design architecture that supports SEO.
  • Metatag keywords are no longer needed. Google never ranked your site based on your meta keywords. In most reputable WordPress SEO plugins, like Yoast SEO, you will no longer see a field for meta keywords.
  • Exercise great caution regarding trademarked terms.  You need written permission to use others trademarked terms on your site.

Other on-page SEO factors, which can affect rankings include:

  • Site age matters – the longer the site has been indexed by Google (think years, if not decades), the greater the chance your site has of first page rankings
  • Quantity and quality of related content to your target keyword phrases
  • Embed, incorporate helpful YouTube videos, tagged with the relevant keyword phrases (<5 minutes)
  • Bounce rate <60%, when possible. If the searcher returns to Google, without drilling down on your website content, that behavior can adversely affect your rankings over time.
  • Your optimized page content, if newly created, needs to be indexed by Google. On average, it takes Google five days to find and index new content. If a new page is created, we recommend adding a text HTML link to the global website footer, so that Google is more likely to find and index the new content.
  • Document all metatag updates in Google Sheets, before and after updates, and when the content was updated
  • Monitor your organic search rankings at least once a month, to see if new content has been indexed and if your site is beginning to rank.

SEO takes patience. Yes, it can be tedious, but if you want top 5 organic rankings, you have to stay at it.  For really competitive keywords, you will have to do much more than on-site page SEO optimization.

SEO Optimization

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