What is Search Engine Optimization?
Defined by Wikipedia.
Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine‘s unpaid results—often referred to as “natural,” “organic,” or “earned” results. In general, the earlier (or higher ranked on the search results page) and more frequently a website appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.[1] SEO may target different kinds of search, including image search, video search, academic search,[2] news search, and industry-specific vertical search engines. SEO differs from local search engine optimization. The latter is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former, instead, is more focused on national or international searches.
Defined by Wescat, Inc.
Search engine optimization is the process of ensuring potential customers find your company’s solutions to their problems when they are having problems and are ready to purchase products and services.
There are a lot of reasons to use search engine optimization. Still, I believe the best return on investment is to increase the number of visitors to a company’s website and convert them into customers. I also believe the large majority of websites are very underutilized. The big e-commerce sites have it figured out and use every possible technique to appear on the first page of any search by a potential customer. Unfortunately, the sites for professional services suffer the most from the lack of strategy and basic search engine optimization.
Our Focus is to Deliver Sustainable Results without the Mystery
Maybe I should have said without creating dependency. Don’t get me wrong. We are happy to continue to serve you and help meet your long-term goals. We won’t use techniques or proprietary software that your own employees can’t learn or utilize to continue your marketing efforts. Our goal is to be really good at what we do, so your company will want to continue the partnership long-term.
Initially, we will collaborate with you and your team to create a search engine optimization strategy that aligns with your company’s offline business strategy. Then we will explain how we will execute that strategy, what tools we will use, and, if possible, work directly with your team to implement the strategy. The more you and your team know, the easier it is to monitor, manage, and ensure long-term results.
We often become coaches and advisers to the current marketing and business development teams. Other clients want to outsource the effort to us, saving resources and lowering the costs of doing it all in-house.
What’s the plan & how much does it cost?
Initial review – no charge
That depends, of course, on the size of your organization, its goals, and the resources it will require to accomplish those goals. Our services encompass everything digital, but your company won’t need everything digital. So the first step in any plan is to analyze your company’s needs by analyzing current business and online strategies. Basic stuff. What is working? What is not? If not, why not? Do the strategies align? I can do this with a 30-60 minute phone call and some preliminary analysis of your website.
Preliminary analysis and implementation plan – cost depends on the complexity.
We will interview who you designate and review the current website, social media, competitors, and online brands. Part of that analysis is a technical site audit. In addition, we will ask permission to monitor online social media accounts, review directory submissions, and Google or Bing Analytics if incorporated into your website.
Depending on the complexity of your business and the availability of your resources, this can take 2-3 weeks.
A lot of work goes into the first phase and requires the full attention of one of our principles. We don’t outsource this part of the process. We ensure we understand your company’s goals and strategy. Since this part requires key resources, we only proceed with this step after your approval. The finished product or deliverable becomes your company’s property. This is usually a decision point to continue by engaging our firm for implementation of the plan, not in the future, bringing it in-house, or even using another firm., That will be your decision. Business can change in 2-3 weeks, as can priorities.
The analysis only – It depends on the number of pages.
We can contract for the analysis only. – Documents what we find that doesn’t align with your business strategy, technical issues with the website, social media, backlinks, or brand issues. For small businesses and less complicated websites.
Analysis and detailed implementation plan – Depends on the complexity of the website and strategy.
Plan for correcting all the issues found and recommendations for improving search engine optimization, social media presence, correcting technical errors, and developing off-page digital marketing campaigns. This total is for the initial 4-week engagement to complete the detailed analysis and develop the implementation plan—usually, less than 1/2 the benefit-loaded cost of a full-time digital marketing expert.
Implementation – Depends on complexity and timeline.
At this stage, we do outsource some of the more mundane tasks to reliable sub-contractors. It is a per-month fee because it takes time to correct issues and implement strategies, even with an all-out effort. Part of our services is to monitor results and make adjustments to the strategy as required. Although we use techniques to speed up the process, some changes won’t impact several weeks or even months. For example, Google can take up to 90 days to update its servers with changes. We complete the technical corrections, direct listings, keyword campaigns, incorporating SEO techniques on existing pages before incorporating other strategies.
Results?
Typically a company will see positive results within a few weeks due to error corrections, incorporating basic keyword strategies, and new directory listings. This is especially true of local businesses. In addition, you will receive a weekly report that documents the progress of the implementation and visitor analysis. This weekly update will serve both your team and ours to adjust strategies as necessary to ensure continued improvements.
Does it ever end?
Normally after 3-6 months, all the initial strategies will have been implemented. Then, depending on the initial plan, there will be decision points to continue with more advanced strategies or manage the current strategies. The dynamics of web search are constantly changing. Google makes changes to how they search & index weekly and major changes monthly or less. Computers and other devices continually change to make software applications utilized for searching the web. Whether we continue as your guide or use inside resources, your company will never be done with digital marketing. It won’t end.
Google Rules
Just in case you doubt the power of Google when it comes to searching, listen/watch this Webinar by the President of Wescat, Inc. for International Executive Resource Group, IERG. “Aligning your online and business strategies.” (You will want to skip over the intro)