The Business of SEO: What We Do
This Labor Day holiday weekend I met a bunch of new people and we began chatting about what exactly I did for a living. The bottom line is I don’t know exactly how to explain what I do to some people for a few reasons. First of all, some people are more versed with the online marketing stratosphere than others and they don’t want to be talked down to. Others don’t know how to correctly open a new tab in their firefox browser.
Most people had heard of Search Engine Optimization, in fact, many people began spouting out buzzwords as if they had been in the thick of SEO for the past 10 years. They realized that they didn’t know as much as they thought after I explained how search engine results had changed over recent years to include universal search results. This literally changed the entire way they looked at search engines and really helped them understand exactly what I did for a living.
…Google only used to display 10 web page results when you did a query of their search engine. Today, Google displays Universal results meanings a combination of websites, Google News, Videos, Podcasts, PDFs, Blogs, and more. What this means is it’s not about getting your site ranking for keywords, moreover, it’s about creating new, dynamic forms of content across a plethora of website properties…
I have no quick answer explaining exactly what I do, but here’s a check list of what an SEO brings to a project:
• SEO/Online Marketing Strategy
• Client SEO Education and Training
• Provide Tools for Client to “Sell” SEO Internally and Report Successes
• Defining Campaign Goals
• Competitive Analysis
• Assessing Previous Tactics (Non Search Engine Compliant and Potential Spam)
• Keyword Research
• Inventory Digital Assets
• Web Site Content Optimization
• Coordination with Interdepartmental and Cross Functional Teams Client Side
• Digital Asset Optimization
• Code Optimization
• Site Architecture and Server Side Issues
• Oversight of Client SEO Implementation: Editorial and Code
• Link Building
• Content Marketing/Promotion Plan
• Content Creation/Mashups/User Generated Content
• Content Syndication
• Web Analytics
• Ongoing Performance Monitoring (Rankings, Traffic, Conversions)
• Revising Optimization and Content Promotion Efforts and Consulting
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About Me
I have been involved in digital marketing since 2004 and have consulted with over 100 companies including Burger King, ScoreBig, ReachLocal, Hyundai and many more.
I help my clients by empowering them to improve three-fold:
- First, I make them make more money from the traffic they already have through revenue and business optimizations.
- Second, I help them convert the traffic they already have at the highest rates possible based upon their primary and secondary conversion goals.
- Third, I drive incremental traffic to their website through a variety of sources, organic and paid.
