ONGOING – The process of generating traffic from the “free,” “organic,” “editorial,” or “natural” listings on search engines. All major search engines such as Google, Yahoo!, and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.”
CHALLENGE – SEO has become an increasingly complex marketing discipline, led by the near-constant algorithm changes implemented by Google. Designed to improve search quality and reduce spam, Google algorithm updates are a constant factor in the life of anyone practicing SEO. Industry sources estimate that Google changes its search algorithm between 500 and 600 times annually.
BUILDING BLOCKS OF SEO – On-page and Off-page SEO are both equally important are required to improve and increase SEO.
- On-page SEO: These are elements that are in direct control of the publisher
- Off-page SEO: Elements influenced by readers, visitors and other publishers
On-Page SEO – Content, Architecture, HTML
Off-Page SEO – Trust, Links, Personal, Social
5 Important tactics used in organic search marketing:
- SEO landing pages
- Content creation
- Meta tags
- Social media
Factors like business verification and validation have become more important in search algorithms. Landing pages with title tags, local copy and descriptions, and hyperlinked maps that allow searchers to click on driving directions demonstrate more relevancy for searchers, and subsequently rank higher. Validation through backlinks from trusted sources such as Yelp or Angie’s List enable the search engine to verify hours and services and are boosting quality scores.
Google executives have publicly stated that sites which do not work well on mobile devices will incur ranking penalties in search results.
Exxcelrank SEO platform capabilities
- keyword research and rankings;
- link (also called backlink) analysis and acquisition/removal;
- social signal tracking;
- international rank tracking; and
- APIs for third-party data integration and management.
- content marketing or management tools;
- custom site crawls;
- competitive intelligence;
- workflow and task management; and
- ROI forecasting and/or predictive analytics;
Keyword research/rank analysis
Keyword research – knowing what terms people used to find your website and using those terms in your copy – has been a pillar of effective SEO.
Link analysis and acquisition
Links were the first significant “off-the-page” ranking factor used by search engines to improve SERP relevancy. And links continue to be the one of the most important external signals that can help a website rise in search engine rankings. Exxcelrank provides link analysis (i.e., what sites are linking to yours?), link-building recommendations via competitive analysis, and other reports that reveal opportunities for obtaining links (i.e., what sites should you solicit links from?) as part of their base products.
With content quality and marketing becoming the lynchpin for many marketers’ SEO strategies, site crawls or audits are important to SEO. We provide recommendations for keywords, page structures, and crawlability, prioritizing and assigning scores for such factors as HTML title tags, body tags, and meta tags. Our reporting provides daily site crawls, others offer a weekly frequency.
Social signal tracking and integration
Social media activity is an important ranking factor or signal in search engine algorithms therefore the need to track, measure, and integrate social signals into our support.
Content marketing or management
Relevant, up-to-date content has become integral to SEO success. Keyword research and content creation are critical to web copy and by monitoring on-page content and errors we can review performance and traffic trends.
Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the SEO tool decision-making process. Exxcelrank is here to help create a roadmap and framework along with recommendations to help increase you SEO.