Traditionally, your typical SEO company provides strategic as well as technical solutions that help to drive traffic to your website and increase sales. In simple terms, SEO services involve creating content, building high-quality links and analyzing results.
SEO companies may adopt different approaches for different projects that they take up. However, it all starts with a study and analysis of the website to be optimized.
Among other things, it also depends upon the scope of work involved, target market and the budget allocated for the purpose.
Here are some of the key services that SEO companies provide:
Search Engine Optimization
SEO is a process which is employed to improve the visibility of your website or web page in the organic search results provided by search engines. In general, higher ranks and frequency of appearance on search listings page is essential if the website of your online business has to attract more visitors.
SEO companies employ this Internet marketing strategy on the basis of the algorithms used by search engines for ranking websites or web pages, terms or keywords that users type into search boxes and search engines preferred by your targeted audience.
Optimizing your website for search engines may also involve editing the content and associated coding for increasing the relevance of specific keywords, removing barriers to enable indexing and promoting a site for increasing the number of in-bound links or backlinks.
We typically use the advice given over at the www.seomaverick.com.au blog as they cover a wide range of SEO related topics and techniques suitable for any business.
Paid Search (PPC)
Paid search marketing can be termed as contextual advertising where you pay a fee to have your website shown at the top on search engine result pages. Typically, the payment is based on ad views or click-throughs. Some search engines list organic and paid search results separately, but some others mix it up. Paid search is also referred to as sponsored search.
SEO companies run pay-per-click (PPC) campaigns as part of the Internet marketing strategies they employ. In essence, it amounts to you paying people for visiting your website instead of directing traffic organically.
SEO companies manage paid search as it is a time consuming process and can be tricky not only for novices, but also well-seasoned Google AdWords users. Right SEO companies will have Google certified paid search account managers on their rolls who have the experience and expertise to achieve optimal ROI.
Content marketing involves making improvements to what visitors see and read on your website, social media pages, etc. It is a very good branding tool and it helps to improve your website’s authority.
Depending on the service agreement that you sign up with the SEO Company, they will create content for your website. They will also create content about your website on other sites so as to drive more traffic and earn backlinks.
Content creation involves writing articles, blog posts and designing videos and infographics for the purpose of attracting attention.
Conversion rate optimization or conversion optimization refers to the method employed to get user feedback and use of analytics for improving your website’s performance. SEO companies generally recommend this service if your online business is getting a reasonable amount of traffic, but experiencing problems with customer acquisition.
Conversion optimization involves the introduction of Call-to-Action (CTA) buttons on relevant web pages and a conversion funnel; A/B or Split testing; and Multivariate Testing (MVT). The metrics that are important for effecting conversion optimization include the bounce rate, exit rate, average time spent on site and average page views.
Email marketing is all about directly reaching a commercial message to a targeted group of people through email. Email marketing can be made use for advertisements, posting requests for business, soliciting sales or requesting donations. It helps to build loyalty, brand awareness and trust.
Emails can be sent to your current customer database or prospective customer lists. SEO companies often employ two types of emails for email marketing: direct and transactional emails.
Direct emailing involves sending emails solely for the purpose of communicating promotional messages. For example, a special offer announcement or launch of a product catalog may be sent by email.
Transactional emails are emails that are triggered when people transact in some way with your business. Emails that are sent to facilitate, complete or confirm a transaction with your company qualifies as a transactional email.
Some examples of triggered transactional mails are dropped basket messages, order confirmation emails, password reset emails, order status emails, email receipts and reorder emails.
In conclusion, website optimization involves a lot of things, including those that are explained above because the ultimate goal of any online business is more traffic and conversion.
Some amount of experience and expertise is essential to effectively implement a search engine optimization project. SEO service providers are better equipped to carry out these jobs than a website owner like you.