My target is organic search, which has nothing to do with paid advertising as a Head of Marketing recently told me that she could boost SEO with paid ads! I am discussing here how to improve Google traffic, the primary channel for a modern website. Did the developers who built your web page, insist on its SEO-readiness? I challenge the affirmation based on my experience that all developers fail to achieve SEO standards, and I am always called to fix their coding that breaks my SEO. The first thing to do is run an SEO audit and list the problematic points. Note that not fixing the SEO issues you will never see SEO perform efficiently.
Ted Politidis, SEO Expert and Coach; Ranks in many regions in USA, the UK, Canada, and Australia for SEO terms; Masters Degree; 10+ years in Digital Marketing; Google Certified Partner; SEO Certified by the University of California, Davis.
With me as your Charleston SEO Expert be sure that you will optimize your spending and refrain from amateur tactics or costly paid ads. Besides the technical blockers, you should audit your strategy if it is fit for the SEO channel. As to your customers, it is up to you to decide, and I appreciate your insights, I will still want to think about generating growth. When you audit the search channel, you should expect that some points will be different from the other digital channels. I will need to look into the available traffic sources, formulate the best approach, set an affordable budget, and measure the ROI. My role is to optimize resources to fit your business goals. The channel calls for in-depth expertise and resourcefulness that only an expert could provide. I will explain below why so high the expectations.
You need more views and clicks. I take care the goal of optimizing the page positioning. As your SEO Consultant, I will tune your content and market it in online locations that make sense. In brief, I will place your message in industry blogs, professional networks, and other areas in front of interested eyes. The final step is to optimize for conversions. When I fulfill all above touchpoints, there are more benefits, i.e., brand visibility (your brand showing up everywhere). With branding in multiple locations, you can expect to raise customer trust. Plus, when you accumulate mentions, you restrict the chances for your competitors to market. Wrapping it up, I get you clicks, conversions, content relevancy, high rankings, brand visibility, and trust. My work fits all devices/search channels, i.e., desktop, mobile (phones/tablets), voice search, YouTube, Google Maps, etc.
In simple words, you optimize for search engines looking into generating free traffic. What I do is maximize page content, increase the visibility in the Charleston area, so people find it online, when they search in Google, look into Google Maps, watch a YouTube video, etc. I research what the consumers need, then create the right approach, put your message in front of their eyes, and track SEO metrics and conversions. What is important is to offer the best solution in time and place when ready to make a purchase decision. I do not know a better way to showcase products/services than putting them in front of willing eyes. So, I display your pages in the highest positions for Charleston related queries.
With in-house and agency experience in Digital Marketing and SEO spun over a decade, I see websites dominate the search stack; webmasters hit with penalties because they exhausted spam tactics, pages with top-notch content getting massive visits. To the spammers, I say that Black-hat SEO still works. However it is not for my clients, it cannot bring any value. I work with top-notch content, build the best site structure so it can boost my top content. Is it possible with the necessary fixes and content optimization to obtain the first-page listing? However, the chances are higher if you grow all the SEO aspects. Following the on-site optimization, the next step is promoting the content. Completing the initial steps you can have cheap, evergreen, targeted traffic. SEO delivers massively overpaid advertising, costing less than competing for a top-spot ad. If you complement your first-page listing with paid advertisements, notice the difference in hits between your organic and paid listing.SEO can bring you a +50-200% increase right from its initial phase.
Established businesses and Start-ups fall short in organic traffic. SEO brings higher traffic and conversions than any other digital channel. With a skilled in-house marketing team the ROI is more significant. Most of the time, the in-house marketers are juniors with no SEO experience, or there is no team at all. Now, why do internal marketers fail in SEO? They have the wrong notion that paid advertising and social media can bring initial growth, and then they employ amateur SEO tactics that spam Google. First, with few digital channels, there is little development, while you are exhausting the budget with costly paid advertising. When you fight for a top spot ad, the competitors react by raising the bids, and the spending is higher. Another problem is the sharing of the same sources among all competitors limiting the growth opportunities. SEO is too complicated for non-knowledgeable marketers who employ spam methods and go crazy when a site breaks.
Why is it so difficult to work with SEO then? Google wants to stay the number one search resource, and to this end, it regularly updates its engine to offer the best user experience. Each update targets specific fixes and enhances the quality and performance of search results by reducing spam. Each year the number of updates reaches hundreds. You understand that we are dealing with a variable search industry that requires in-depth knowledge and acclimatization from the search marketers. Rather than adjusting to changes, most SEO pros stick to using spam tactics, outsource their work and sell baloney to clients. The kind of people that give a hard time to Google and the rest of us offering reasons to pass the blame on SEO industry. Google does not care who spams your website; It might be the professional you hired, a competitor spamming you, or yourself buying from cheap providers. Google will go ahead and penalize your site without asking questions! No pages showing up in its search index anymore; No traffic and no recovery option. That is the reason why you need an expert with spam-proof tactics. Most marketers end up proving themselves ineffective, or they spam the hell out of your website, then blaming Google, instead of doing proper research, testing and go easy with the backlink creation.
About the rest of the engines, i.e., Bing, Yandex, Baidu, Yahoo!, they concern me so much as they do not update their rules and you cannot expect massive traffic. Still, considering the multiple Google updates, I find no radical changes in its classification system. Besides the spam triggers and some new features, SEO remains the same or even more straightforward than in the past. Now, it would make sense that the SEO agencies optimize their methods to fit the changes. Not true. Most of the agencies aim at reducing costs by outsourcing work to smaller companies and freelancers. Cost reduction means lower work quality and lots of spam risk. Note that Google has tools to monitor the spam and remove pages from its index upon when someone raises the spam flag. The hit can be automatically triggered (no warning) or under a manual review. Google would prefer not spending resources on each spammer when they can run a site-wide penalty and go to the next case. Google works with pattern identification; they look for toxic profiles, over-optimization patterns, then hit at will. The majority of the so-called 'SEO professionals' have no clue how Google uses its tools, they and their clients caught all the time. What I do is stay on the safe side, protecting my clients, comply with policies, work only the white-hat tactics. I like to feel confident that I do my best to grow the client website, save them from risks, work towards building evergreen traffic, increasing conversions, and branding.
You must have noticed the flow of new devices hitting the market at regular intervals. Note that all those smart devices connected to the web. Is there a benefit to you when you reach a wider mobile user audience? Why go mobile: The emerging of a new market with the Internet of Things (IoT). The usage rate and ownership of more than one device by the Millennial generation. The Google shift to mobile acknowledging that it represents a considerable source of traffic. The behavior patterns of Charleston customers visiting the commercial district, looking for solutions and products. What better than reaching the consumers when they are close to your business? Take advantage of the medium they use (small screen phones). Offer them solutions by showing up your business listing instead of a competitor′s. Best thing would be having a mobile version of your pages to reach the moving customers. A broader notion of how mobile marketing works should help understand the mobile consumer needs and marketing options. Consumers use voice search to find solutions, i.e., Siri in Apple iPhones, iPad, and iPod touch. Android offers an equivalent in the Google Now application. Cortana does the same in windows phones, plus it is available on PCs (voice commands). The new technologies, Mobile, IoT, Voice Search, and Artificial Intelligence will impact the state of search, and you need to market to them. Note that some competitors will remain behind stuck to using old tactics. It is easy to hire a developer and offer mobile-friendly pages as Google promises to give them a boost.
When you fix the issues that lower the performance of your Charleston site you will be ready for first-page rankings. My approach includes researching customer needs and optimize for conversions. Make your website the point of reference in the niche, dominate local Google queries. Add some digital channels to the mix, i.e., video marketing, social media, content marketing. Measure the growth, justify your spending. Boost local traffic, improve lead generation, make customers contact you, join the email list, interact quantitatively. Why so much talk about other channels? Listing your business on Google Maps makes sense because your page shows with each local query. YouTube has a search function similar to Google search. With each video that ranks in YouTube search, you have extra visibility. Social media are the best place for branding campaigns. Exposing the brand to wider audiences helps when they make a purchase decision, builds trust, and limits the competition.
I will need some feedback for drafting my plan or updating your existing one with the SEO details. Before starting the works, I will need to do my research as each niche and website have individual needs to make sure I got it right. Starting from competition research, I will outline the content requirements, organize the landing pages, plan the marketing events, set budget and targets. Reports, insights, social accounts that you can share will help achieve the best result. As to website stats, I like to check on visitors, conversions, channels, keywords, referrals. I work in a way that I can boost any online property, i.e., video listings, e-shop catalogs, external landing pages, etc. The technical fixes roll out either from my team or your webmaster.
My draft lists the findings of my SEO audit report, strengths and weaknesses, content opportunities, marketing touchpoints, traffic potential, estimated performance, content schedule, growth expectations (MoM, YoY), and spending. Plus, there will be suggestions on content production, setting up the landing pages, trigger engagement, measure performance, targets, and budget. My overall work generates more clicks from content optimization (a White-hat approach).
Boosting SEO with content is a straightforward approach. Content is the best way, and it works better than building backlinks, which trigger spam flags. Backlink creation alone will break your website. When backlinks have content around them, you create relevancy, which is an SEO factor. Then you need original writing, enough text length, and a few more quality points. Note that when someone produces massive numbers of articles for the sole purpose to boost SEO, it is called Article Marketing (over-optimization/spam method). Agencies release extensive article marketing campaigns because they need to automate growth with many disadvantage points, limited ROI is one. Instead of industrializing the distribution, why not research the niche, create a few optimized articles and market them to places known to customers? Why trade the same way with all the others instead of differentiating your method? Why share the same sources with everybody else? My campaigns should stand out from the crowd to be successful, right? Producing top-notch content that attracts more clicks is the best way. Here are the critical steps: i) Generate quality leads that help conversions; ii) Build powerful backlinks within relevant content, iii) Raise brand awareness. Google will appreciate your researched content and readers will want to interact with it. Hence you need a few posts that generate engagement (clicks, shares).
i) Generate clicks from the SEO channel. Produce relevant content, funnel clicks to optimized landing pages. ii) Understand customer behavior when in search or page visiting. iii) Find ways to create interaction. iv) Monitor and optimize for conversions. v) Do heavy branding.
With each Google update, you need not worry. I track what Google changes and stick to following Google guidelines. If I need a fix, I will get in touch with your team or apply the repair myself. When working White-hat, you never worry about updates. Nothing will break my client website, but some competitors may lose business due to their spam tactics. My extra security layer consists in refraining from outsourcing work to other agencies or freelancers. As you cannot find any quality standard, you have no control over their work; you get lousy communication, there is no point in outsourcing. So I keep all work in-house, being proud and confident of it. There are things out of control as in the case of someone doing spam against my client and hurting the rankings. To this end, I have a service called Spam SEO Monitoring that my client could add to the project, so I track harmful activities from the competition.
To my clients in Charleston I offer: Search Engine Optimization, Landing Page Optimization, Google Ads (Paid Search), Social Media Marketing, Mobile Marketing, YouTube Marketing (Video Optimization), and Negative SEO Monitoring.
I see optimum results with the retainer. It is the best option for a single site, Startups, or established brands. I suggest optimizing for six months, monitor the growth, then decide to extend if successful. With a perfect website (no penalties, technical blockers) I get ROI right from the third month.
I optimize web pages in the state of South Carolina and the cities of Charleston -- Columbia -- Greenville -- Mount Pleasant -- North Charleston -- Rock Hill -- Summerville.
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