What is SEO?
Search engine optimization, or SEO, is the practice of optimizing a website to increase traffic and appear higher in search engine rankings. Rankings are determined by hundreds of factors including: content quality, meta language, header tags, title tags, keywords, domain authority, backlinks, internal linking, page speed, mobile-friendliness and overall user experience.
Why is SEO important?
We like to think of organic search rankings as free advertising for a business. Your search visibility will determine how likely your customers and potential customers are to find your product or services.
And if that wasn’t a good enough reason to invest in organic search, Hubspot recently revealed that 75% of all search traffic occurs on the first page of Google. Meaning, if your not in the top 10 positions of search results, you’re website is not getting found at all…
But you shouldn’t give up!
Developing a long-term SEO strategy takes time (and money) but is well worth your effort.
Remember, a strong SEO presence means outranking competitors for keywords that your target audience are using, making you more likely to obtain these new customers.
Overall SEO Strategy
For SEO, TRIPPER focuses on one key outcome – discoverability. Using the latest ranking tactics, we optimize your website content so you can outrank your closest competitors. Here’s how we build a strategy for our clients:
1. Identify Your Website Goals
Every brand has different goals for the website to succeed. Are we focused on increasing leads? Overall traffic? Duration on page? Improving user experience? Or something else entirely?
Once we understand which metrics are most important for your business, we create a custom website report to track our progress. We then tailor our content strategy to improve your desired metrics.
2. Keyword Research
Next, we generate a list of keywords comprised of highly relevant, high-traffic terms and phrases. This list is developed based on analyzing current search trends, auditing your website and by reviewing your competitors.
Target keywords are then selected according to difficulty and volume in order to determine where the biggest impact can be made. These keywords will serve as the foundation for our content optimization and impacts every SEO step going forward.
3. On-page Optimization
After the keyword discovery period, our focus shifts to optimizing on-page content. Our digital team will methodically apply keywords to your site’s content including title tags, header tags, body copy, alt texts and meta descriptions.
Our team will also evaluate the your internal linking network to maximize user engagement and crawl-ability. Revised or added content will consider user intent along with applied keywords.
4. Technical SEO Maintenance
Proper monitoring and maintenance is imperative to maintaining and improving overall rankings. User behaviors change and with every edit to a website comes potential SEO implications.
TRIPPER crawls the site weekly to monitor performance and create recommendations for improvement. Anything vital is fixed immediately while potential improvements and non-vital errors are prioritized and scheduled with budget and timeliness in mind. This task list is shared, updated, and approved with client collaboration.
These tasks, overall site performance, and KPIs are reviewed during our monthly reporting meeting. Insights, recommendations and next steps are shared along with any industry changes that might affect the client’s brand and website.
Once TRIPPER evaluates the client’s business objectives and target audience, we will develop a comprehensive keyword list to be used throughout the site’s content. This compiled keyword list is designed by evaluating current keyword rankings, popular keyword trends, competitor keyword rankings and by reviewing high sales intent keywords, such as “buy care insurance”.
We develop this list using powerful data research tools like MOZ and SEMRush among others. Our digital team then prioritizes keywords based on relevancy, search volume, and difficulty in order to determine where the biggest impact can be made..
Our internal benchmarking efforts begin with understanding your site’s historical performance. We do this by analyzing all currently tracked metrics, such as overall traffic, conversion rates, email sign-ups, or new users. We then set realistic goals of improvement for each tracked metric and closely measure that progress throughout the campaign.
You can easily follow the performance of our SEO campaign, with our custom analytics dashboard, which tracks completed goals, new users, traffic sources and other useful metrics. This fully dynamic dashboard allows the viewer to change dates as needed, providing monthly and real-time performance reports. Our monthly SEO reports include actionable SEO objectives to be implemented by our digital team to further improve your rankings.
Competitive benchmarking can provide great insights on where a website needs to improve. We start by first identifying who your current SEO competitors are in the digital landscape, regardless if they are considered business competitors. We then look for untapped keyword opportunities and apply them to the site’s on page content; including metadata, headers, titles and body content.
We also look for new keyword opportunities based on traffic volume and ranking difficulty. Using tools such as Ahrefs and MOZ, we can even evaluate competitors’ back-linking profiles for similar content opportunities.
On-Page & Technical Content
TRIPPER Media crawls all current pages to collect all current meta data. Our team then compares this to our prioritized list of keywords to create a detailed task list of improvements and recommendations, including missing data, misspellings, character count misuse, and best practice recommendations. We then methodically apply these recommendations to the site’s pages including title tags, header tags, body copy, alt texts and meta descriptions.
Developing SEO Rich Content
Nowadays, writing high quality content is half the battle. Gone are the days of ranking higher for keywords by simply adding relevant articles or blog posts to a website. TRIPPER utilizes a newer strategy called “content pillars”, which involves creating a content infrastructure around a single topic to increase authority. Pillar pages are medium-length articles that briefly cover all aspects of a topic. Within this pillar page are hyperlinks to more in depth articles that provide users with further details. For instance, we could create a pillar page focused on “breast cancer”. This page will provide a thorough overview of the disease, while hyperlinking to more specific keyword related content like “Signs & Symptoms of Breast Cancer” or “Risk Factors”.
Google Algorithm Updates
As Google continues to modify and improve its ranking criteria, so too should websites with their content. Above all, Google has shown that it values quality, up-to-date content and sites with a great user experience. TRIPPER proactively reacts to algorithm updates, by penning link-worthy content, implementing content calendars, revising outdated site content and strictly adhering to Google’s best practices.
Search Engine Penalties
Search engine violations are often the result of marketers attempting to manipulate search rankings. TRIPPER has avoided search penalties by strictly following Google’s best practices. After inheriting a website from a client, our digital team will perform an extensive site health audit to determine if any violations are present. In addition to basic crawler errors, we often encounter sites with duplicate or thin content penalties. We fix these issues with a technique we call “content pruning”, which involves either adding content to the page, removing the page or even canonicalizing the page. This house cleaning lets Google know we are not trying to spam keywords, but actually provide value to our visitors.
How much does SEO Cost?
For better or worse, search engine optimization can take a while to produce meaningful results. On average it takes roughly 90 days to see results from an SEO update. The price of your SEO campaign will depend on several factors including the competitiveness of your industry, number of pages on your site and number of technical issues.
The good news is that TRIPPER can work within any budget and ensure progress is made. To get a personalized SEO estimate, fill out our contact form!