One of the most common questions an SEO hears is, “What exactly are you doing for my website?” An SEO campaign has copious components, many of which happen behind the scenes. So what exactly does an SEO do for your marketing campaign to stay successful? Below are just a few of the things that make for a fruitful SEO campaign.
Technical SEO Audits
A technical audit takes an in-depth look at all of the aspects of your website — from the image alt text to the site architecture (the alt text tells the search engines what the image is and what its purpose is on the page.) This deep-dive into the many components that make a website successful takes roughly 40 hours to complete. This audit provides us with the information needed in order to fix issues and define focus points for optimal success.
If you work with an SEO consultant, more than likely you have heard about backlinking and how important it is. There’s a lot more that goes into backlinking than what meets the eye. A successful SEO campaign requires a diverse backlink profile from high-authority sites (.com, .edu, .gov, and .org). However, backlinks aren’t as easy to come by as one may think. The process can be lengthy and costly, but it important for raising the authority of your domain. Your domain authority is a “metric for how well a given domain is likely to rank in Google’s search results,” so the higher your domain authority, the higher your rankings.
Citations, also referred to sometimes as NAP listings (name, address, phone number), play a similar role to backlinks. It’s important to have a variety of citations listed throughout industry-specific and local directories, but, what is even more important is the consistency of the citations. It is imperative to make sure that your firm name, address, and phone number are consistent throughout the web. This can get tricky if you use call-tracking numbers or if you’ve moved locations. Google is smart enough to understand that things like “Street” and “St.” or “Ste” and “#” have the same meaning, so don’t waste your time trying to make sure that every detail is spelled exactly the same. We have recently created a guide with common acceptable abbreviations for Google listings. You can download it here.
Checking for Errors
One of the most commonly known errors are broken links, both internal and outgoing. Broken links happen to every site, especially outgoing links pointing to news or informational sites, as these sites often archive articles. Every month an SEO reviews site errors, including broken links, and sets up redirects, and if possible, replaces those broken outgoing links to point to another relevant page.
A content audit looks at the content on every page, measures the word count, traffic to the page, bounce rate of the page, and the page’s overall display.
Analyzing a content audit helps an SEO consultant determine which pages need the following:
- Content to be added
- Content to be freshened up or made more relevant
- Visual enhancements to be made
The audit also reveals if a page has had no visits. By reviewing this information an SEO can then help to provide content that site visitors want to see, in turn increasing the conversion rate and building your credibility as a firm.
On-page optimization is part of an ongoing campaign. There are many aspects to just a single page that require optimization, such as H1s, H2s, meta titles, descriptions, and anchor text for links, to name a few. An SEO may change the optimization of areas such as these in order to see what will benefit rankings best while still following best SEO practices.
SEO and Google change frequently. Practices that were once encouraged, if used now, could actually hurt your rankings. For example, it used to be common practice to utilize keywords with city modifiers as anchor text as frequently as possible. Now, that’s a tactic that’s considered spammy, and can work against your local rankings.
It is often difficult to see all of the hard work that goes into your SEO campaign because much of the work occurs below the surface and takes time to accomplish. An experienced SEO uses best practices, invests their time in building better-quality links, and works to build the foundation of a successful web presence. If you’re thinking about investing in a digital marketing campaign, be sure to work with a thorough SEO who covers all aspects, and not just one or two.
If you have any questions about SEO and how it can help your firm get ahead of your competition, our lawyer SEO team would love to help.