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 the right content, message, or offer, sitting on the website or an external property, I will then market it efficiently. What that means is that I will make sure I make the most meaningful content visible to the customers in the places that they like visiting online (e.g., social networks or other places that make sense). One of the goals would be to end up visiting your website, but regardless, why not make them convert with any chance we get to find them online? That would maximise your conversions.
About the content; The content should be relevant to your niche and positioned well around the area of Texas, so your Texan customers can find you easily. When you have good content and incoming traffic, a percent of that will be people interested in your offer (leads), and from that, a percentage will convert and generate revenue. To get that traffic you will also need your pages ranking in the Google first page. For enough traffic, your pages should come up when a user runs a query, and click on the result indicating your page. The final step (conversions; revenue generation) is when the visitors to your page click your contact buttons, the sales buttons, call your phones or otherwise. I will detail the above steps in detail below.
I will elaborate here about the need for Search Engine Optimization. I work in SEO for over a decade and have drawn my conclusions as to what matters the most, how you grow a site, and what tactics are redundant, outdated or risky. The simplest way you run SEO the better. When you produce not enough content or not the right type of content for the audience you are wasting time and money.
The SEO industry has changed, and nowadays only a handful of people have adopted the new way of optimizing for the search traffic. I guess people are not paying much of attention to what can take their business to the next level, so they are selling old-school stuff to clients. SEO is not Artificial Intelligence yet, but a lot has changed in the last five years. Websites and other online properties still compete for the first-page spot for competitive terms. The ones that succeed make the others wonder how they have done it so far. There are two options here; They have done excellent SEO on their sites, or they have just been lucky, and the positive effect will last only so long.
What I try to do is harness the power of the natural channel plus a few more digital channels (e.g., video marketing, social media, content marketing) to grow the site strength and duration of incoming traffic. I like to explore more sources of traffic and mix different tactics that offer measurable results. Working in many cases under budget limitations, one must be resourceful to discover growth opportunities. Bottom line is I work with what delivers results and always look for a window to optimize.
Very critical. I see online businesses and startups that use one or two channels to market online, e.g., paid search ads (Google Ads), social media, etc. without any optimization for the natural channel. The result of negligence or incorrect optimization is that they donate a significant part of their potential traffic to the competition.
Google, as you read these lines, is probably planning to run another update and shuffle the cards. Alphabet Inc. AKA Google is constantly altering the search industry with the goal to raise their revenue from paid ads. They care so much about natural search. If they get not profit from SEO why dedicate more resources? Hence the confusion between webmasters as to what works and what not in search. Nobody has a clue what factors matter and what they did wrong and why their site ended up in deep pages with their competitors ranking in the first-page.
I do a lot of testing, and I stay current with all changes. I dedicate my entire day studying the SEO industry, then check if there is any comment from webmasters noticing that something has changed. I read articles about new techniques that have proven successful or otherwise, keep records of all positions and what I changed before seeing changes in rankings, so I know what works and what does not. I measure consistently with analytics tools the performance of all channels and their relation to site traffic.
With the amount of traffic that search engines can provide I can grow a scarcely visited website to an established source of information about the niche. People within the service-radius can look it up for information, or solution to their problem when they run a search query. I will make the site content relevant to those questions and Google will bring it up, so people will encounter it when searching online. Topic relevancy is critical when we need to grow an online resource. The second thing I will factor is the location-relevancy. I will position the site well within the area it serves, a city or a wider area in Texas.
Definitely. Taking into account that most people nowadays have their mobile devices as a tool for everyday tasks, offering a mobile version of your Texas pages is important not to miss this traffic source. The mobile traffic is growing and has surpassed the visits from desktop computers. Another reason to have a mobile-ready page is to stay ahead from some of your competitors that take time to do the shift. When I talk about mobile pages, I mean design, content, conversion items, etc. When you have prepared all the page elements for mobile, you can be sure that you are getting the maximum from your online pages.
With a higher traffic volume than desktop PCs, the mobile channel needs optimization for the search engines. Google is changing the mobile search industry, and there are a lot of challenges, as in content, speed, conversion elements, page rankings, and performance monitoring. A new set of rules apply when we consider the mobile rankings and will be predominant in search from now on. All the above form a chapter of its own into optimization for Google and the search overall.
When visits happen from the SEO channel (desktop or mobile), this is the first step. There are targeted visits and just-browsing visits; we need the first type. Targeted visits mean that I have researched well the opportunities, gave instructions on the content topics and the content optimization elements, and have approached the right type of audience. The targeted traffic is a high-quality traffic because it fulfills all the quality requirements and we can expect higher conversions. Only a percentage of this HQ-traffic will finally convert and generate revenue. That is normal, and it happens to all sites and traffic channels.
I would expect that the visitors who I have targeted to convert by calling directly the business phones found on the web page, join the newsletter, order from the page catalog, and do more actions that generate revenue. There is a requirement for monitoring and optimization of these conversion elements that follow the traffic flow. With more data as these two metrics in hand, I could optimize further to improve the quantity of the targeted visitors and increase the conversion rate.
The search traffic has a few sources. I start with the basics and build up the traffic as time goes on. I like to use the unexplored content opportunities to bring in more traffic. It is not an easy task, and I do it differently from the most content marketers. I trust that content is the evergreen source of traffic that will position the site for constant flows. I like to establish the web page as an informational source. This way it can be a source of niche content, provide answers to people, and dominate the competitive search terms. When Google appreciates the content available, it will put it in front of the people populating the niche queries.
A critical part that follows the content opportunities is to market the available content efficiently and generate more sources of traffic from neighboring channels to search. With a high-quality resource, I expect the readers to share the content with their peers over the large networks where there is a big following. I like to have more places hosting and sharing my content as it generates the viral effect (clicks, links, reposing, shares, comments, subscribers). With my viral effect, I can maximize the traffic flow and approach my targeted audience.
From what I have described earlier, I like to take the growth of the client site seriously. A professional way to market online is to have a marketing plan that aligns with the business plan. Starting from the online strategy, and working up the steps, I set the marketing actions, monitor the channel performance, and optimize where needed. It starts with the web page audit, where I identify the strengths and weaknesses, then follow up with the local niche research, and put the actions, metrics, and expectations into the marketing plan.
The plan will take into account the particularities of marketing into Texas, the content creation, the web page optimization, the monitoring metrics, and suggest the optimal budget. More actions include the maximizing effect as the influencer marketing, the conversion optimization, and low-cost SEO tactics as nothing runs on an unlimited budget and has to make sense for the business spending.
With every marketing action or campaign, the marketer needs to be on top of it, measuring the campaign performance, the clicks, landing pages, conversions, how visitors behave when they visit the site, what makes them or what keeps them from clicking on a conversion element. I do that with the use of analytics and abiding by the marketing standards, so I control and measure everything. The analytics part will drive the business decisions, optimize the revenue generation, and make the marketing planning more efficient.
In Texas I provide the following services: Search Engine Optimization, Landing Page Optimization, Google Ads (Paid Search), Social Media Marketing, YouTube Marketing (Video Optimization), and Mobile Marketing.
Keeping a quality service is my primary concern. All stuff that Google has released about White-hat SEO and quality guidelines are in the nucleus of my strategy. I built the site growth within the guidelines and painstakingly audit every action to avoid risking with Google and the other search engines. A related policy that I have is never to outsource my marketing to external providers.
I need to know what campaigns and marketing actions run in the month, so I can draw reliable conclusions and schedule more future actions. I find it extremely risky to have external people working on my clients only to find later on that they have crossed the line. Since I am responsible to a customer, I will have to justify any actions, and do damage control after a mistake, so why spend time and money on questionable services from around the world. Staying on the safe side is always better than running after a site penalty. Why lose any sleep on such thing? I would rather have fewer clients than managing multi-cultural, often confused teams sitting in different time zones. I find it rather counter-productive.
I optimize Texas web pages in the following locations and local listings in Google Maps:
Abilene -- Amarillo -- Arlington -- Austin -- Beaumont -- Brownsville -- Corpus Christi -- Dallas -- El Paso -- Fort Worth -- Garland -- Grand Prairie -- Houston -- Irving -- Laredo -- Lubbock -- McAllen -- Mesquite -- Midland -- Odessa -- Pasadena -- Plano -- Port Arthur -- Richardson -- San Angelo -- San Antonio -- Tyler -- Waco -- Wichita Falls.
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