What is Search Engine Optimization?
Unlike most industries, there aren’t any governing bodies or industry standards for Search Engine Optimization. The only real rules are the Terms of Service for each of the different search engines that people are supposed to stay within to avoid penalties. Because of this there are a myriad of interpretations of what SEO actually is. Ask a large digital marketing agency and the discussion will turn towards content creation. Ask another marketing company and they may talk about ranking videos on YouTube. Although search marketing professionals might argue about definitions or best practices, they can all agree that SEO is important for local businesses.
Here at the Alan Morgan Group, we have experience in business outside of digital marketing, so we understand that customer acquisition is the backbone of any business. The best service in the world doesn’t matter if there are not any customers to buy it. Unlike most advertising mediums, the internet and organic search results are the only place to get in front of your target audience when they are looking for a solution to their problem. Local search results are arguably the best way to attract customers as they have the highest conversion rate online.
What is Success in SEO?
For most companies, success in SEO is bringing a client’s listing from somewhere in the bowels of Google to the top few pages. After all, being in the top 30 positions is definitely a coveted position that everyone listed below them would love. For us at The Alan Morgan Group, the top few pages simply won’t cut it. Page 1 isn’t good enough for our clients. If we are not getting our clients into the top 3 spots, we are not providing the value they deserve. Our ultimate goal is to take up multiple positions on page 1 for the keywords that get conversions.
Why Focus on Local Search Results?
When someone in Addison is looking for a solution to their problem, they are going to turn to the internet. The Search Engines have adjusted the results they display and now they tend to favor local businesses for most services. This is potentially the biggest opportunity yet for local businesses to tap into the power of the internet.
On-Page Before Off-Page
If you ask most people about SEO, they will immediately start talking about backlinks of some form or fashion. Although off-page is definitely important and plays a large role, it is not the magic bullet that most people want it to be. Unfortunately, there are still some residual opinions from back in the day when SEO was all about who could get the most links no matter what they were. Things have changed and too many of the wrong backlinks will get a penalty. (*to be clear, any action done with the pure intent of getting a backlink to your site is against Google’s ToS).
Although it takes a lot more work and is not as fun as bragging about the great metrics of a link, the team here at the Alan Morgan Group understands that proper on page setup is the foundation that all future rankings will be based upon. It is actually much easier to rank and takes way fewer links when a website is set up properly. Some of the things we focus on include Titles, URLs, meta Description, image titles, interlinking, functionality, schema markup, and user experience.
We use Google’s published guidelines as our playbook for on-page optimization. This includes setting up a website with proper Titles, Descriptions, URLs, and relevant headings. This does two things that several web designers overlook: first, it helps users to identify if they are going to select a relevant result, and second, it helps the search engines to better understand what the website is about so it can best position it in the search results.
Schema Markup is basically inserting code onto the page for the search engines. There won’t be any difference for the design or user experience, but it allows the bots that crawl websites to better understand what a website is about. As a result, there is often a boost in the search results page because the search engines are able to completely understand what the website is about.
Wed Design & User Experience
Perhaps the single biggest factor that is still overlooked in user experience is mobile functionality. With more than half of local searches taking place on a mobile device, the Search Engines have evolved and there are now different search results for mobile and desktop searches. If a website is not mobile-friendly it can actually negatively affect its desktop rankings in addition to its mobile rankings.
Most SEO Companies would call a site good as long as it passes the mobile-friendly test according to Google. Here at AMG, we fine-tune our clients’ sites based on user interaction in an effort to increase conversions and make our client more profitable. The results are often massive. Sometimes by simply moving an opt-in form or push-to-call button to a different location based on where the majority of users are moving their cursor we are able to drastically increase the conversion rate for our clients.
Other Service Locations
Addison, TX SEO Carrollton, TX SEO Dallas, TX SEO Duncanville, TX SEO Farmers Branch, TX SEO
Frisco, TX SEO Garland, TX SEO Highland Park, TX SEO Irving, TX SEO Lake Highlands, TX SEO
McKinney, TX SEO Mesquite, TX SEO Plano, TX SEO Richardson, TX SEO The Colony, TX SEO