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Thursday
Nov292012

8 Steps to Improve Your SEO

Google’s consumer value is in the targeted results that it provides for its customers. As a result of people trying to “game the system” by creating false linking and other tactics, Google continually updates its algorithm so it can provide the highest quality results for its customers. Of late, Google has actually started placing less importance on things like keywords and meta-tags and instead is trying to use how people interact with content as a means of determining relevancy.
What this mean for you is that content and getting people to share and engage with that content is the most significant way to rise in Google rankings. To ensure success, brands need to evaluate and optimize the content on all their online assets. The following is an outline to the 8-step process The Duffy Agency uses to help clients optimize their online assets. This is also part of our WebPOP program, a systematic approach to establishing and managing multiple online assets for maximum return on effort. 
  1. Online Audit
    To understand where we need to go, we must first understand where we are. The Duffy Agency performs an audit of all online assets in order to determine exactly where you stand.

  2. Benchmark Report
    For this we need access to your analytic reports. Like an online audit, this helps us understand the your current traffic patterns and web rankings.

  3. Usability and Conversion Audit
    We audit the site, including the checkout process, for usability. Usability is not a main influencer of ranking and is often considered a “second order” influencer. However, usability and user experience does provide search engines with information that they can interpret as a signal of higher quality and therefore will rank sites higher.

  4. Develop a Strong Keyword List
    This is a process that many clients are already familiar with. However, we try to deep dive keywords and uncover very targeted terms for clients.

  5. Develop a Content Strategy
    Once we understand where you are and where you need to go, The Duffy Agency creates a content strategy for all online assets. This is the map that the brand needs to follow in order to be optimized for search engines.

  6. Implement Content Strategy Across All Assets
    This includes re-optimizing your entire website including on-page and technical SEO.

  7. Institute Engagement Plan
    As part of the content strategy, we develop a plan of engagement for the brand. Since Google now looks at shared content as a way of determining relevancy, brands need to engage their audience now more than ever.

  8. Measure and Tweak
    There is no silver bullet when it comes to SEO. However, the best thing about online content is the ability to edit it easily.  We measure and analyze all online assets monthly and use that information to continue to improve rankings. We also provide clients with a monthly report that employs graphs and other visual techniques so you can quickly understand where the brand stands.

    Examples of measurement dashboards The Duffy Agency creates for clients.

Of course there are also some quick fixes available also. For example, Creative Mind Search Marketing has a great post called 5 SEO Techniques to Increase Traffic, which is definitely worth a read. What do you think are important aspects to improving your SEO? What challenges are you facing? Let us know in the comments section.

If you would like to learn more about optimizing your online presence for the latest Google algorithm or our WebPOP program, give us a call at The Duffy Agency. We’ll be glad to talk about your challenges and how we can help.

 

Kevin Duffy is the Creative Director for The Duffy Agency's Boston office.

 

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