Every Single Avenue Explored
What exactly is SEO? Depends on who you ask and when. For now, we're more interested in showing you what it can do.
- Our SEO strategy caters to human visitors and Google robots
- A higher website ranking puts your business in front of people looking for your offerings
- Websites in the top three results capture 80% click-through rate of total traffic
- Our website statistics show up-to-date, objective results
WHAT IS SEO?
Although the methods can vary widely, search engine optimization (SEO) generally refers to a series of practices that improve a website’s ranking in search engine results pages. The ever-changing nature of SEO makes it a difficult concept to pin down, but as many businesses can attest the benefits are very real.
SEO includes both onsite tactics—such as generating more specific and descriptive URLS, reducing reliance on cumbersome scripting, making best use of HTML heading tags—and offsite tactics—such as link building, boosting site traffic through social media posts, pay-per-click campaigns. Through a combination of the two main categories and the many individual steps they entail, the ultimate goal is to make the website appear higher in Google and other search engines when certain keywords are used.
It sounds simple enough but SEO is an ongoing job, one subject to constant fluctuation as search engines modify their algorithms, new technologies are introduced or a website changes its identity. An SEO strategy helps clearly define goals and practices, but most importantly it establishes order in what can be a very confusing field. At the same time, improving website ranking should not be the only goal; it’s also important that you attract qualified site traffic, which will result in a higher number of conversions.
This typically requires a balance of art and science, which most individuals struggle to pull off on their own. For example, while high-quality content is integral to bettering organic SEO, there are many technical practices going on behind the scenes to improve site performance (an increasingly relevant factor) and simplify content indexing for search engine crawlers.
HOW DO YOU GO ABOUT IMPROVING THE SEO HEALTH OF A WEBSITE?
When we look at someone’s website we see two things: its design and its SEO performance. While website design is important, a beautifully designed website that is not performing well in major search engines is nothing. The sad reality is that most websites that we examine have SEO issues that prevent them from appearing highly in Google search when people are looking for the products or services that it offers. Is your website set up for SEO success?
In our SEO work at ITW, our team follows a simple process in order to improve your website’s SEO and drive quality traffic through improved performance in organic search. In some cases we may even implement a pay-per-click (PPC) campaign as part of the keyword research process or to bolster organic efforts. Paid search engine marketing is ideal for attracting targeted traffic, as it lets us manage your marketing investment more accurately and effectively.
It’s important to note that as a wide-ranging field, search engine optimization creates an equally vast and inconsistent array of expectations. Some clients may expect results immediately, some may expect to go on autopilot after achieving good results, and others have no expectations at all—they’ve heard about the magic of SEO, but without researching for themselves they simply put all their trust in the first search engine optimization specialists they found. It might pay off, especially if those specialists have proven their effectiveness by reaching the top of Google. But we understand that SEO is a marathon—success isn’t worth all that much if you’re back to square one after the next Google algorithm update. That’s why we advocate white hat methods that are part of a sustainable, long-term SEO strategy.