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Search Engine Optimization (SEO)

Build awareness and reach new customers.

One of the best ways to reach new customers is to ensure your site appears prominently when consumers search for terms related to your market. This is done through search engine optimization (SEO). By using on-page and off-page tactics, you can improve your website’s search engine rankings, and get more traffic to your site.

Examples of On-Page Tactics
  • Have a well-built site that loads quickly on BOTH desktop and mobile devices, is easy to navigate, and has logically named links. Avoid auto-playing videos and having pop-ups. Search engines avoid these features and will reward you with better rankings because you are providing a better user experience.
  • Make sure your site is optimized for mobile. Because more people are now searching on mobile, sites that are mobile-friendly are rewarded over those which are not.
  • Create relevancy between the search query and the content on your page (keywords). You should update your content regularly, and use the same words people are searching to find your product or service.
  • Set keywords in your metadata. Metadata tells search engines what your content is about and includes things like your page’s title, description, headings and body copy, image titles and  alternate text, and URLs.
  • Be honest. Don’t overload your site with keywords or links on hidden pages that are intended to be seen only by crawlers. This type of deception can have a negative effect on your ranking.
  • Make your site easy to read. Don’t use images as headlines and make sure headlines are set with heading tags. Set accurate description tags for pictures and videos.
  • Check for accuracy. Spelling mistakes and broken links can bring your ranking down more than you might expect.
  • Create an organized site map for search engines to use in their automated processes of “crawling” or indexing digital content.
  • Website security is a must! Search engines are wary of referring traffic to unsecured or unsafe websites. By securing your website with SSL certificates, you can gain credibility not only in search rankings but also from user experience.
  • Set internal links from one page of a website to another. This demonstrates a level of organization and cohesion to the major search engines.
Examples of Off-Page Tactics
  • External links to an organization’s digital content from reputable websites are a highly valuable aspect of search engine marketing. These linking websites have a high degree of authority and demonstrate a level of credibility. Building a reputable link profile takes time. Shortcuts generally lead to spammy links that add little to no value resulting in search engines devaluing your site. Whereas, discrete links from numerous reputable sources can increase the trustworthiness of your website.

  • Geography factors heavily into the ranking of search results. With the rising prevalence of mobile search, search engines have shifted their focus to local results for many types of queries. For national and international companies, segmentation of their websites and webpages are necessary to specifically target users in a particular region including any necessary translation.

  • Establish a solid presence on social media to help boost search engine marketing efforts. Search engines look at how users share an organization’s content from a quality and quantity standpoint. The quality metric uses sentiment AI to see if users are responding in a positive, negative, or indifferent manner. The quantity metric measures the total number of shares. To maximize the social aspect of off-page SEO, we come full circle back to the importance of content. It is possible to amplify the quality and quantity of social shares by creating superior-quality content and posting regularly.

The best way to boost search engine marketing efforts is to employ a dedicated strategy for both on-page and off-page SEO. Calico Design is here to help you build superior content on a regular basis to gain popularity and build extensive links. Let us help drive traffic to your site.

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