Let’s just quickly refresh ourselves on what Search Engine Optimization (SEO) is.
Moz defines SEO as:
A marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines.
Here at stream we focus on two main elements of SEO: Onsite Optimization and Offsite Optimization.
Onsite SEO Optimization
Onsite SEO is the process of editing a websites pages, titled, tags, and structure based around your target keywords. Once we have researched and identified successful keywords relevant to each page, we then incorporate them throughout the site in the following:
Meta Tag: The text that describes the content found on the page. You know the text you click on via Google search? That’s the meta tag.
Meta Descriptions: 160 character description which summarizes the content of that particular page. In other words, the small paragraph found under the Meta Tag during a Google search.
Image Tags: the text which describes the image found on a page of your site
URL: The web address of a page on the site. (the text that appears on the search bar of a web browser)
Optimization is all about making your site relevant and search engine friendly. The more you incorporate relevant keywords into your site, the more likely your site will appear via search.
Another BIG factor of Onsite SEO we focus on is content. Each month we create new content built off keywords and relevant topics based off a client’s site. This is one of the most important strategies in Onsite SEO. Since SEO is all about being visible via search engines, you therefore want more content on your site. The more content you have, the more likely a page will be indexed via search. It’s like that saying…”cast your net wide”.
Offsite SEO focuses on two aspects: inbound links and Citations.
Inbound links are websites which hyperlink back to your site. Search engines like to keep a look out if other sites are linking back to your own. They see it as a vote of confidence which to them says your site is home to good content. The more respectable sites link back to your own, the more your site will increase in search results.
This is where local content and info graphic comes into play. Each month we create local content which highlights local businesses/events and conduct PR outreach in attempts to get that business or event featured linking back to that piece of content.
Same with the info graphics. Each month we create a new info graphic and reach out to local bloggers for a link. For example: If we did a food related info graphic we would reach out to local food bloggers if hopes of them featuring the info graphic and linking it to a client’s homepage.
Citations (also known as Listings) are small business profiles that contain information about your business. The most obvious one being your Google My Business page, but also include business directories, review sites, ects.
Google can crawl each of these listings and checks that all of the information provided is accurate to one another. Google looks at info such as name of the business, hours, phone number, link to the official site, and address. If Google finds that the info does not match up, your site is less likely to show up in search results.
It’s really all about trust. Google wants to know that your business info is 100% accurate before increasing its search rankings. Therefore, making sure you citations and fully and accurately optimized is crucial to Offsite SEO.
Any other questions regarding SEO and Stream Companies? Check out our free eBook How Stream Companies Does SEO.
-Erik Krass is a Digital PR Coordinator at Stream Companies, a full-service Philadelphia-area advertising agency.