Search Engine Optimization: What is it?
Search Engine Optimization is getting your company to rank in non-sponsored, or organic, spots on Google. This often gets referred to as SEO, organic results, organic SERPs, or local SEO. These precious few and valuable top organic spots on Google are highly coveted and extremely competitive to earn. When looking at a Google search, here's what they look like:
The three-pack or map section is part of your organic rankings. In fact, this is arguably the most valuable place to rank on Google. Different research suggests statistics ranging from 27% to 40% of all clicks going to the top spot in this section, as well as this section showing up as the top search section result in as many as 93% of all searches. Several studies also claim the map section has the highest organic click-through rate of any search type. If these statistics are even half accurate, it is easy to see why you want to rank here.
While the organic SERPs (search engine result pages) beneath the map section do not boast near as high of a click-through rate, no extra effort is made to rank here. SEO focuses on developing your online presence where Google will pick you up in both this section and the maps. So, even though only maybe about 10% of clicks come through this section, there is still value in that 10% and we look to achieve that on top of the incredible results in the map section.
What Determines a Strong SEO Ranking?
Several factors determine the strength of your search engine optimization. The primary factors are as follows:
- On-site content (the relevance and quality of content on your website)
- Backlinks and citations (other websites linking to your website)
- Optimized Google Business Profiles (a GBP that is complete, accurate, active, and relevant)
- Organic web traffic and user experience (do people search for you and once they find you do they spend time on your site?)
- Technical stuff (like website speed and security and a mobile friendly website)
- Social signals (active social media accounts)
- Online Reputation (do you receive regular, positive reviews?)
These factors and more ultimately work to determine your domain authority, or DA, and allow Google to determine what kind of searches/keywords you're relevant to and how impressive you are or are not and where in their search results they should or should not place you.
Follow the Rules
A surprising number of firms will pursue search engine optimization through less-than-allowed methods. For example, purchasing backlinks is against Google's policies. If Google catches you violating this policy then you may find your Google Business Profile and website stricken from their platform. Likewise, purchasing or producing fake reviews is against Google's policies and can even be an FCC violation.
Yet, despite the potentially dire consequences, many firms continue to offer these services and businesses continue to pay for them. For some business owners these services are purchased out of ignorance while for others they are simply desperate to rank and are being advised that it is safe and the best way.
In fairness, it is so widely practiced that it is relatively safe. A very small number of businesses get flagged and banned for these practices which arguably makes it statistically safe for you to try. However, our issue with these practices isn't just the risk, it's that they aren't the best way to get ranked.
Following the rules is neither a slower process nor less effective one, but it is a more advanced process. Firms purchasing backlinks for your search engine optimization strategy are, frankly, doing it the lazy way. It is more difficult and time consuming to provide holistic SEO services because it takes more time, effort, and understanding. But it is worth it. Holistic SEO will achieve higher rankings without any risk, and these rankings will be more secure and less likely to be overtaken by your competition. Think about it: if everyone could just purchase backlinks and fake reviews to get to the top, it would become a matter of who can spend the most money. Google continually redesigns its algorithm specifically to avoid this.
Have Questions?
If you're struggling with developing an SEO strategy, or you are already using a firm for search engine optimization but not seeing results, give us a call. We'll meet with you in-person or remotely for a free consultation. It is our pleasure to spend some time discussing your current marketing issues and goals to see if we could be a good fit for your business.
What Does it Cost?
We have been amazed at how some marketing firms charge for search engine optimization. We have seen everything from flat-rate pricing to pricing per Google Business Profile, as well as even where firms funnel your calls through their software and charge you per lead!
For us, it is always flat-rate. With whichever service we are providing it is always a flat-rate, upfront price with a clearly defined engagement letter stating what we will and won't be doing for you. There are no contracts, but we do sign with you an engagement letter that lays out a proper understanding of what we are providing and you are paying, but it can be cancelled at any time.
As for how much, that depends on the service. Part of our free consultations is us determining what you need and how much time and effort it will take. From there we will provide you with a written estimate for services.
Ready to Get Started with Search Engine Optimization?
Call or message us today to setup your free consultation with one of our marketing pros!
Ready to Get Started?
Call or message us today to setup your free consultation with one of our marketing pros!