SEO (Search Engine Optimization)

Search Engine Optimization is the most desirable method (it’s free!) of driving visitors to your website, and through the “Customer Ecosystem” to conversion / retention. SEO is the process of improving volume and quality of traffic to your site from search engines through organic measures. This is a multi-faceted strategy and will take time before you see results.

The Google Analytics (GA) platform is the industry benchmarked because approximately 70% of the search engine traffic channels through their engines. Bing and Yahoo also have market share; their search engines are analogous to GA.

The proprietary analytics algorithm (“secret sauce”) is developed through a machine learning process, continually updating against various weighted decision criteria. In general, the search engine process is based on the query relevance to website and/or landing page content In the background, they are on the snoop for those that might be trying to ‘game the system’. This is as close as one might find to a “level playing field” in business. Anyone can gain but only by playing by the rules and diligence. Isn’t that what it is supposed to all be about?!

Please note that this is not a ‘quick fix’, one size does NOT fit all, and will require that your Agency diligently works the process. Though it does work!

To begin the process you should ask yourself:

• How well is my site meeting customer needs?
• How well is my site meeting business goals?
• Why are people using our site?
• What needs does the site serve? [How closely do these match customer / business needs?]
• How easy is it for users to get what they need from the site?
• How often are they completing tasks (are you setting goals?)
• What tasks are they completing?
• What tasks are they not completing?
• How does the completion of these tasks affect revenue?
• How can we improve the user experience?
• How do answers to these questions influence the revenue impact on our business?