Improving Your Company’s Search Rankings

Why Bother With Internet Search?

Experts estimate that there are more the 5 billion searches performed per day.

Imagine how many people are searching for your services every month only to find and commit to a competitor.  Imagine how many internet users you could convert with a compelling value proposition after you can entice them with useful and interesting information that they encounter during their web search.

What’s amazing about organic search is it lets you peer into the read the mind and intent of your page’s visitors.  If you have a landing page that gets most of its traffic from web searches for “new york mesothelioma law firm”, for ex., then take the time to craft the info to show that you are knowledgeable and can even handle the victim’s case personally and have a call to action to start the conversation.

You can re-engineer the entire buying process of your customers to reduce friction, prioritize your team’s time, and maximize your sale figures and customer happiness.  SEO boils down to 3 main activities:

1. Decide which audiences & search phrases to target.  You can’t be all things to all people but if you want to stay in business you need to be something great for some people.  Stay focused and targeted to start and spiral out to get into more and more spaces.
2. Make great content. For each search phrases and target audiences, we want to design content to be top ranking contenders for the search rankings.  Remember to tie the articles and pages back to your company messaging to entice customers to purchase your goods or services.  In addition to talking to human visitors, make sure to also consider the search engine scout bots that visit you and design your content with how they judge and rank content in mind.  Use <h2> section headers to break up your paragraphs
3. Create as many great, high-quality links as possible: link between your pages and sites strategically

Organic Search Traffic Has Immense, Long-Term Value

Success in long-term internet promotion revolves around search engine visibility and ranking, especially for your target audience when they are researching to make a buying decision.  In our opinion, Google’s current search algorithm leaves a lot to be desired and benefits those who understand and reverse-engineer how it works rather than the best content/ results for what Google visitors are searching for.  You would think a $700 billion company that’s been on the scene for 20 years would have a better algorithm.  Essentially, they just count the number of links between pages on different sites to determine how reputable each webpage is (the most reputable & most relevant to searched phrase = highest ranked).  Whenever another site links to yours, your site gets a boost to its reputation in proportion to the reputation of the site that links to you.  And obviously, the content of your page and the context of the back-links are what determines which search keywords your page is eligible for.

Audience Identification & Keyword Research

The first step of our strategy is identifying the target audiences and which phrases these audiences are going to type into Google when they are making a buying decision so that you can strategically design content and back-links to align with these searched phrases.  Personally, I think Google Search Ads are often far too expensive for their value, especially when the search phrase indicates valuable target audiences with the intent to buy.  I just use Google Ads as a free tool to find the most valuable keywords and get a sense for how often various phrases are searched.  A great shortcut to determining the most valuable search phrase is seeing what Google’s suggested ad bid is (the higher the suggested bid the more other companies are competing for placement and usually the more valuable the search phrase is).  I don’t pay Google for search ads which most smart buyers skip anyway because we’ve all learned those results are usually dead ends or traps.

Landing Page Development

Once you have your keywords, you need to have content that you want to appear at the top of these searches.  Page titles and headings are the most important factor for what Google considers your page to be about, followed by the keywords that the page explicitly lists, followed by common phrases within the content.  There is also definitely an art to deciding how to phrase the messaging to accomplish the desired results of turning the visit into a lead.

The most important step to boost your search rankings is to build links to these pages and ideally, use the target keywords near the links and as the text of the link if possible.  This can be done using any of the following methods:

• Linking from other pages on your same site
• Linking from your social accounts like Facebook, Twitter, LinkedIn
• Creating short videos and posting them to the major video hosting sites (Youtube, vimeo, dailymotion, DTube, bitchute) and in the description of each video, link to each of your pages alongside the targeted keywords
• Buying backlinks from Fiverr.com sellers or other online services
• Linking from other sites that you are admin of

Google is getting smarter about the relevancy of the content material to prevent sites from abusing their search platform by gaming the system with spinning up useless and confusing content or having walls of links.

As an optional final step, using Google Analytics and Google Ad Network you can “re-market” to people who previously visited your page.  “Re-marketing” simply means showing them banner or video ads based on which pages they visited/ how they interacted with the site.  This tends to be dozens of times more effective than buying Google Search Ads, especially when used intelligently and with precision.  Steps should always be taken to prevent ads (and ad-spend) from being wasted on employees and competitors.