Search Engine Marketing
On-site SEO consists of ensuring best practices are in place on the website itself, both within the code, and in the content and layout. This includes optimizing metadata (title tags and descriptions), inspecting for broken links, checking robots.txt and site maps, page crawl errors, indexing problems, etc. This also includes coordination the content manager to ensure the right content strategy is in place, and that the correct content is being created and optimized to meet the goal of increasing search traffic.
What We Do: We conduct an initial, comprehensive SEO site audit, reviewing details of your website and ensuring best practices are in place. A report will be provided to you with suggested changes for optimization. The webmaster will implement changes.
We will also work and coordinate with you to develop 2 pieces of new optimized content each month for placement on your website or blog.
Links are a powerful indicator to Google that a website is trusted and relevant to certain keywords. Link building is getting links from other websites to the Client's website.
What We Do: We engage in link building on a monthly basis to make your website rank higher in organic search listings for specific keywords. Google will be more inclined to show your website higher in the search results, leading to an increase in web traffic.
All link opportunities are vetted to be in compliance with Google and link building best practices.
We start by working with you to identify which keywords you would like to rank for, and order by priority. We then run a rank report to determine a benchmark of where your website currently ranks in Google for those specified keywords. The benchmark will allow us to demonstrate progress over time as link building progresses. A rank report is provided at the end of every month so you can see demonstrable evidence of results, specifically that your website is appearing higher in search engine organic results.
Google Maps is the local mapped result shown in a search result for local queries, such as "Caldwell Pest Control Companies" or “Fairfield Dentists”. This map and a small list of local companies is included in the results page after Google Ads and in line with the Organic listings.
The algorithm dictating the results for Maps is different from the Ads or Organic. The top 5 important factors in ranking for Google Maps according to the 2017 Local Search Ranking Factors (compiled by industry resource https://moz.com/local-search-ranking-factors) is:
- My Business Signals (Proximity, categories, keyword in business title, etc.)
- Link Signals (Inbound anchor text, linking domain authority, linking domain quantity, etc.)
- On-Page Signals (Presence of NAP, keywords in titles, domain authority, etc.)
- Citation Signals (IYP/aggregator NAP consistency, citation volume, etc.)
- Review Signals (Review quantity, review velocity, review diversity, etc.)
What We Do: We engage in work to boost the above mentioned signals. This includes ensuring Google My Business page is claimed, accurate, and fully filled out, that your website is optimized for local with NAP (Name, Address, Phone), auditing and updating Citation Signals which feed into the Google Map algorithm per https://whitespark.ca/local-search-ecosystem, and consulting on Google Review acquisition strategy.
Pay Per Click (PPC)
Advertising on Google’s Ad platform enables an advertiser’s relevant ads to appear when specific keywords are queried related to that advertiser’s products or services. Google Ads is Google’s PPC platform. Each time an ad is clicked, Google charges the advertiser a variable per click fee. This is a great way to get traction for your website immediately.
Microsoft Bing platform operates similar to Google Ads, but only brings in 10 to 15% of the traffic Google brings. As a result we always recommend our clients start with Google Ads, only expanding into Microsoft Bing advertising once Google Ads has been maxed out.
What We Do: We develop and launch a robust Google Ads account targeting the products or services you are selling, in the service area you are looking to sell them. We work with you to set a daily budget. Our goal is to drive targeted traffic to your website to generate leads or sales at the acceptable price per lead / sale you set forth. Our ongoing management and optimization will be performed continually improve and iterate on success.