2020 Guide to SEO

The Foundations of Digital Marketing

Table of Contents
    Add a header to begin generating the table of contents

    Welcome!

    This page is designed to provide small and medium sized business owners with a general idea through education of concepts and ideas while also providing a generalized plan to implement on your own site going forward.

    This guide may be long but feel free to bookmark it and slowly implement the changes over time. The biggest thing about SEO and digital marketing in general is that consistency is key. That aside, let's begin!

    What is SEO?

    SEO or search engine optimization is the broad term that encompasses the tactics you use to improve how search engines read and rank your site. Most of SEO revolves around the coding of your site (H1, Title, and URL tags) and how well the bots can access your site through things like fast page speeds and up to date codes. Let's talk about those two types of SEO.

    On Site SEO

    This type of SEO involves your h1, title tags and url and is probably the most commonly used form of SEO for most businesses. Even on smaller CMS platforms like wix and weebly, the site builders will note the importance of inserting keywords relevant to your business in these areas. While most business owners will import relevant keywords, most keywords we see on clients sites are optimized to provide the most ROI for your project.

    Some keywords will just perform better than others depending on the intent of the searcher and the only way to determine this is by doing keyword research.

    Keyword Research and Your On-Site SEO

    I'll let you in on a hint with digital marketing... Software is your friend. Specifically software's like SEMRush, Screaming Frog, and Ahrefs. These are industry leaders who quite literally lead thought experiments and change the industry for better or worse and they're involved in almost every aspect of digital marketing.

    This type of software while some can be expensive are probably the most efficient for most business owners because of the versatility they provide. But for the sake of doing keyword research lets locate a free tool like Ubersuggest.

    Keyword Research Steps

    Step 1 - Plan Out Pages & KW

    On paper, word, or excel just decide on a topic for the pages that currently exist or are going to be created. Make these as simple and accurate as possible. Ex ( You are a general contractor and do home remodeling) Home Remodeling could be one of your service pages.

    Step 2 - Insert KW's, discover data, & adapt.

    Use a free keyword research tool like ubersuggest or google planning tool to do your research. When you type in your general topic term you should have a multitude of similar keywords appear. This is GOOD. Search through these keywords for similar terms while paying attention to columns that talk about competition or keyword difficulty, CPC, and search volume. 

    Step 3 - Making Decisions From Data

    When looking for keywords, CPC is a huge sign of keywords that convert well. Competition or keyword density are important also. If you're just starting SEO on your site and a new business, its best to target keywords that have a lower competition value and then maybe consider switching to another when your website starts to build authority.

    Step 4 - Create, Plan, and Start!

    Take the best keywords from the previous step and implement them onto your pages in your title tag, h1 tag, and URL. Implement these keyword naturally into those areas though. For example, your H1 will be seen on your web page by visitors along with googles bots so don't use the keyword unnaturally in a sentence. URLs on the other hand don't need any filler words.

    What Parts Make Up SEO?

    Technical SEO

    Technical SEO is very broad and covers mainly details regarding how google and other search engines read and index your site. This includes sitemaps, duplication, Robots.txt, and more. Technical SEO also involves the general auditing of all your content and site pages to make sure they meet your personal standards for your SEO strategy.

    On-Site SEO Optimization

    On-Site SEO has to do with the keywords and information that you code into each individual page. For example, look at the top of this tab in your web browser... It should read SEO (Search Engine Optimization) | Blue Ridge Digital Marketing . This tab is called the title tag and is one of the more important tags in On-Site SEO. Others include H1 Tags, Alt tags, Internal Linking and More...

    Content Marketing

    On-Site SEO has to do with the keywords and information that you code into each individual page. For example, look at the top of this tab in your web browser... It should read SEO (Search Engine Optimization) | Blue Ridge Digital Marketing . This tab is called the title tag and is one of the more important tags in On-Site SEO. Others include H1 Tags, Alt tags, Internal Linking and More...

    Off Site SEO & Link Building

    On-Site SEO has to do with the keywords and information that you code into each individual page. For example, look at the top of this tab in your web browser... It should read SEO (Search Engine Optimization) | Blue Ridge Digital Marketing . This tab is called the title tag and is one of the more important tags in On-Site SEO. Others include H1 Tags, Alt tags, Internal Linking and More...

    What You Get

    SEO can be separated into two broad buckets of On-Site SEO and Off-Site SEO. Our goal is to provide you a foundation on both sides of the SEO spectrum. The monthly service package we provide includes a SEO audit that ensures your site is meeting all of the recommended practices for On-Site SEO including internal linking, security measures, and optimized loading speeds. The off-site seo portion involves developing content for your site that targets certain keywords and gives signals to google increasing your authority on the web. Check out more on our seo services page.

    "On a broad scale, I see SEO becoming a normalized marketing tactic, the same way TV, radio, and print are tradionally thought of as marketing tactics."

    - Duane Forrester | VP of Industry Insights for Yext

    FAQ's regarding SEO

    How long do SEO projects take?

    SEO is more science and testing than matter of fact. Due to a large number of variables, the journey to get on the first page of google is almost always unique to that specific business. This causes the time frame question to be a little vague and more situational than a solid answer. That being said, most changes can be seen from google within a couple of weeks causing most SEO professionals to use 60-90 day reports to compare growth or change in numbers.

    Is it really worth it?

    If you are a business owner that wants to invest in the long term for your business then SEO may work for you. SEO is quite literally investing in your company through marketing. Similar to money in a interest savings account, SEO has a exponential snowball effect that provides traffic for your company over time. The more content and signals google gets fed from your site over time, the larger the traffic that google will send to your site. Eventually, this snowball becomes self sustaining and lets clients find you instead of you searching for them.

    How much does SEO cost?

    SEO costs are dependent on the estimated amount of work it would take to gain rankings or increase traffic to a site. For example, a national product such as a shoe line is going to have a lot more competition and keywords to fight with competitors than a local HVAC business. Because of this, prices can vary greatly for SEO although most reputable companies will be charging 1000 minimum. This article from Search Engine Journal explains how business owners should budget for SEO companies and some insight of how companies determine a good monthly price.

     

    KEYWORDS ON FIRST PAGE
    LEADS GENERATED
    %
    AVERAGE PERCENT OF WEB TRAFFIC INCREASE OUR CLIENTS SEE
    15585

    Free SEO Audit Personalized to Your Business

    Let our specialists analyze your online presence

    responsive, illustration, page
    Scroll to Top