Search engine optimization is a long term strategy that requires consistent testing and adjusting to continue to improve performance. If you have taken a “set it and forget it” approach with your SEO strategy, I fairly certain that your site’s performance is already behind the curve.
There are two unique deliverables that I use to fine-tune my partners performance in an ongoing basis.
Click Through Rate Analysis
Google Search Console data is used to analyze the number of current impressions (number of times a page listing is seen in the search results) and click-throughs (number of times that a searcher clicks through from the SERP results to the webpage). We look for pages where the click-through rate (CTR) is low, indicating that searchers are seeing the listing but passing over it to click-through to another site. Adjustments are made to the title and description to increase CTR.
The benefit. This is a faster way to see improvement with organic search. Fine-tuning the effectiveness of the meta data increases search engine traffic and the potential for conversion and revenue. CTR Analysis is often a fast and effect way to increase organic traffic.
Striking Distance
This is a more comprehensive way to improve performance at the page level. We identify the important pages to the business that currently rank just outside of page 1, in positions 11-30 of Google, and conduct analysis identify opportunities and make recommendations to improve optimization to page level elements. These include metadata, but also header tags, internal linking, and quantity and quality of content.
The benefit. It is best practice to conduct a periodic review the top performing pages and the ones that present and opportunity to improve. This deliverable will provide comprehensive adjustments that can increase long-term organic performance.
Technical Site Review
A will conduct periodic review of the technical components of the website to ensure that everything is working in search engine friendly operation. I will review the current hosting, development, and programming elements and alert your team if an issue is discovered. This is especially valuable to conduct before a website redesign to ensure that there are no new issues introduced that could hinder performance.
Consultation
I can be available to join internal calls with your SEO team, developers, marketing, leadership or external calls with other agencies or consultants to provide support and represent your long-term organic search goals as needed.
If you read through this entire section – kudos, and thank you! I would encourage you to take the next step and reach out to discuss your unique situation. Let’s begin to put a plan together today that will help your organization crush the competition on the organic search engines.