When it comes to digital marketing, we’ve found that oftentimes both digital marketers and clients have a good understanding of paid media including Google Ads, Bing Ads, Facebook Ads, but many times their understanding or SEO is not as extensive. For whatever reason, SEO seems to be this mystical and magical marketing strategy that seems to make little sense for many. And then oftentimes, this leads to many blank stares as I go into the minute details of what I am working on.
But what I’d like to do, is break down the basic components of a traditional SEO campaign and explain the typical organic SEO services provide.
What is Organic SEO?
Organic SEO, SEO, or Search Engine Optimization is the process of improving your websites in order to rank for targeted keywords within search engines. This process includes strategically adding the keywords you’d like to target to specific pages meta tags and content (we will dive deeper into what these are later).
So, now that we have a basic understanding of what organic SEO means, let’s discuss the different organic SEO services that you may encounter when working on an SEO campaign.
Organic SEO Services
There are many moving pieces when it comes to an organic SEO campaign, from on-site SEO to content strategy, oftentimes digital marketers and clients don’t truly understand the different organic SEO services.
There are 3 main pieces to an SEO campaign, on-site SEO, content strategy, and of course, reporting. Let’s discuss what each of these means.
On-site SEO is the process of optimizing the meta tags of the website by adding keywords to the title tags, meta descriptions, H1 tags, and alt tags.
Keyword research is the process of finding keywords using tools that allow us to see the search volume and difficulty associated with the keyword. What we are looking for are keywords that have a high search volume, meaning many people are searching that keyword monthly, but have a low difficulty or little competition.
Title tags are one of the most important pieces to optimizing your website’s on-site SEO. Title tags live in the head of each page and can be customized for each page. Each title tag should be around 60 to 70 characters, contain targeted keywords, and 100% unique for each page.
Similar to the title tag, meta descriptions live in the head of the website and should also contain keywords, when possible. Meta descriptions should be 150 to 160 characters, colloquial, and help convert the searcher in the SERP.
H1 tags are typically the page names. Google uses the title tags and h1 tags to index a page for a particular keyword, so optimizing the H1 tags are extremely important. H1 tags should contain keywords when possible, but considering many times these are product names, don’t force it!
While often going forgotten, or in the wrong direction, content should be used to help the website rank for particular keywords. One page cannot rank for every keyword you would like to target, so it is in your website’s best interest to optimize specific pages towards specific keywords.
This can be accomplished in 2 ways.
The first way is to optimize the existing copy on your website. This process is called copy optimization. The goal of copy optimization is to add the same keywords you added to your title tags, meta descriptions, and h1 tags to your copy. So, if you are targeting the term “Organic SEO”, make sure it is written 3 to 4 times throughout the page!
The second way to target new keywords is to create organic landing pages or write blog posts. Organic landing pages can be used to rank for a specific keyword organically and drive organic traffic, using this page as an entrance to your site. Blog posts typically target questions or can be used to provide less formal content. Adding blog posts to your website on a regular basis is one of the best things you can do to your site in terms of organic SEO!
The last piece of the campaign is SEO reporting. It’s critical to track all metrics over the course of your entire SEO campaign, from before you implement your on-site SEO work, to after the work has been implemented. Once the on-site SEO is optimized, and we begin to optimize the copy and add new content, we will begin to see shake-ups within our keyword ranking, and then over time we will begin to see increases in our organic traffic.
For more information, check out our blog on SEO reporting!
To Sum It All Up
From on-site SEO to content strategy, the process of improving your website’s SEO is actually not as complicated as it may have originally appeared. Optimizing your website for SEO is not a secret, however, the magic of SEO does lie in the keywords you target.
If you have a question that was not answered above, or you’d like to speak with an SEO strategist, fill out our free consultation form!