SEO services are a group of individual services that ultimately make your company more money. Leads are produced by driving visitors to your website who have “buyer intent.”
This is primarily accomplished through an improvement in ranking for specific keywords to increase traffic. In addition to the search results, we build alternate streams of traffic from sources that provide visitors looking for your services. SEO services include any service that impacts the way your website is assessed by search engines.
How do SEO services increase traffic to my website?
- Optimizing for position zero (the featured snippet)
- Identifying search landscape
- Great content
- Organic results performance
The landscape has changed, but the game remains the same. As businesses and marketers, we are always chasing the first blue click. What does that mean exactly?
The first blue click is the first result that appears organically in Google’s first-page result AKA SERP (search engine result page). It’s no secret that anything beyond the first page is lost in obscurity when the bulk of the traffic is distributed to various positions on the first page of results. Although this remains true, the distribution of traffic now depends on the landscape that is displayed after a search.
Google generates different search result displays for different queries which alters how people are choosing and clicking on the results. The featured snippet, knowledge panel and Googles Q & A have created a growing trend of clickless results. Mobile searches result in 60% clickless searches while only 40% of the traffic is actually clicking on a result. This growing trend has made SEO services a vital component in determining the success a website has in generating traffic from sources that will attract visitors with buyer intent.
Optimizing for position zero
Although there is evidence of the featured snippet stealing the clicks in specific searches, there is also a large opportunity to benefit from this feature by optimizing to appear in the featured snippet-which is often referred to as position zero.
When a featured snippet appears in a SERP it is the first form of content that is served in response to the search query, therefore making it the top spot on the page to receive the most traffic. The websites chosen for this position are ranked in the top ten spots organically 99% of the time.
Position zero generates a higher click-through rate and brings more traffic to your site. A website in the number one spot will still receive more than 30% more traffic if their answer is featured in the snippet.
Optimizing to appear for this position is now a component in providing SEO services because of the added benefits of increased traffic and click-through rate.
Identifying the search landscape
Carousels are no stranger to the first page of results and their presence is growing. Carousels can feature products, advertisements, images or videos. They are a Google product which has increasingly appeared on the first page of results in an effort to improve user experience (or to add to their profit).
In order to accurately satisfy search intent, the landscape of a SERP needs to be researched to accurately provide content that performs the most competitively. When a video carousel is being displayed in the top spot, the content to produce in order to compete for the top spot has to be video.
Local search optimization
Local search has been around for some time but its importance has grown tremendously in establishing the local presence of a company and targeting local clients. When a set of local listings are triggered it pushes organic listings down and presents the top three local websites. These three spots will absorb clicks and reduce the organic click-through rate. There is a strong correlation to ranking in a top spot organically and being listed in the top three spots in the local pack.
Branding is an aspect of SEO that will boost the volume of traffic and increase the number of leads your website generates. With the number of Google products reducing clicks to the organic results, branding your business will make up for lost traffic.
Branding influences “leapfrog” clicks where a user jumps other websites to click on your listing in recognition of your brand. People buy from brands they recognize, know and trust. Getting the word out about your company to build a presence and brand identity encourages more clicks to your website even when it is outranked by the competition.
High-quality content production
Underlying every effort made to optimize a website for the search engines is the non-negotiable standard of producing great content. The goal for Google’s search engine is to present the best options to a user that will satisfy search intent. The websites that rank in the top positions are able to respond with content that meets the demand.
Great content solves problems, engages visitors and to sum it up plainly, provides value. The bar has been raised in the quality department for all websites to adequately provide meaningful solutions to any given search query. Search engines read and assess the content of a website and determine the quality of their response as it relates to search intent for queries. Your content has to be excellent to be a top competitor.
Performance in the organic results
When it is all said and done, every feature that has been discussed in this article is still connected to how your website performs in the organic listings (with the exception of video carousels). In order to appear in featured snippets, to appear in Q & A’s, to be listed locally, and for branding to be effective, your website must be developed in your niche to appear competitively for specific search terms your clients are typing in the search engines. Performance in the organic results is undeniably anchored to most opportunities to generate traffic and produce new clients.
The landscape has changed but the game has not. We are chasing the first blue click both literally and metaphorically speaking since the first blue click now represents many more features and opportunities. Speak with an SEO consultant today about how to take advantage of traffic generation.
The initial keyword research and recommendations from an SEO consultant can mean the difference in making more money for your company. Part of the service that you benefit from is being informed about the options that exist for potential lead opportunities. There are specialized tools and software used to generate multiple options for keyword phrases to open up the floodgate for a higher volume of visitors looking for your product.
The research executed includes an assessment of your competition to see the areas in which they are performing. We formulate strategies on how your company can match and surpass your competition by reverse engineering the top performers in your industry. A detailed comparative analysis uncovers possibilities for additional revenue.
A site audit is a service performed to determine the status of your website. An SEO consultant will assess the strengths and weaknesses of your website to see what can be improved and whether there are any major weaknesses that would affect the performance of your site in the search results. The site audit provides the first clues of what work need to be done to improve the performance of your website for specific key phrases.
Onsite optimization means making the appropriate changes to content and metadata to communicate to search engines the search queries in which your websites should appear. We provide exactly what’s needed-which varies from client to client. Changes can include the addition of new fresh optimized content or could just be minor additions to optimize existing content.
Off-site optimization and link building
Offsite strategies are used to reinforce the optimization of your website. Link building plays a role in the off-site optimization by contributing to the authority of your website.
For instance, a link on an authority website that publishes similar content would confirm that your site has relevance in that niche. Your website gains more authority and improves credibility by being linked to a site that already has established its trust with Google.
Building links involves content creation as well as an outreach program to contact websites who will agree to provide a link to your own. Writing high-quality articles or piece of content is a service that requires having good writers at your disposal and is a large part of search engine optimization. We create content offsite which just like our onsite work needs to be well written, shareable and well optimized.
Establishing a backlinking strategy of websites that link back to your site through related content is service that contributes to a competitive ranking. The network your website is linked to is comprised of established and credible sites that have similar content and will provide a stream of traffic consisting of visitors well matched to your website.
Submissions are a service that has become more of an art than a menial task. It’s imperative to be selective about the directories in which you submit your profile because of the risks associated with low quality. Choosing the wrong directory could lead to an adverse reaction in the rankings due to a reduction in the URL rating your website receives from low quality or unrelated directory. The benefit of a submission service is finding the most relevant directories to your business, niche and locality in order to create a flow of traffic that has buyer intent.
Reviews and reputation management
Reviews have a direct impact on your company’s reputation and can affect the conversion of visitors to clients. Reputation management is a service that would need to be clarified from the beginning since it can be achieved to different levels. Reputation management can be built into your SEO service or added as an additional service if there are problems that need to be addressed.
Tracking and recording data provides a clearer picture of the performance of your website. Analytic software installed on your website will track progress in specific areas that guide a company in achieving more conversions. All traffic acquisition and behaviour is recorded and used to shape future efforts that will result in more sales for your business.
Our SEO services include many smaller individual services that have been combined to achieve ranking objectives and traffic generation. The results promote growth and produce additional revenue from the addition of new clients.
You may have heard it way too many times but it’s true, search engine optimization is ever changing and new opportunities have developed for businesses to take advantage of in acquiring new clients. In order to make more money from the leads your website produces it’s necessary to increase the volume of targeted traffic to your site.