Search Engine Optimization

Search Engine Marketing

 

Search Engine Optimization is all the activities to increase the ranking of your website in Google without giving any Ads to buy the placement in search results, and, for this reason, we call it organic rankings. There are two types of organic rankings:

1 – Google Maps Rankings

There are about three results that show up with reviews and ratings of your company. For example, someone looking for a plumber, or a roofer in an area would see three business names in this area of search results. There are significant benefits of acquiring a ranking spot in Google My Business through search engine optimization.

You need to have a verified physical business location to appear in this section of the results. You can see the number of calls you have received from your Google My Business search appearance from the analytics section of your Google My Business dashboard.

2 – Regular Page Google Rankings

You can rank your homepage or an inner page on your website to appear on the first page for a keyword on the first page of Google, just below the Google Maps results. The good thing about these rankings is that you don’t need to have an office location in a specific city to rank for that keyword in that city. You will see many Yelp or Thumbtack directory pages ranking for multiple cities across the nation in these spots, but real businesses can rank in this area of the Google search results for any target service area your business is serving.

There are only a handful of companies who are the winners in this case, because if you’re on the second page, your page visibility decreases to less than 1%, so you need to be in the upper section of the first page to get any traffic from search engine optimization and rankings. There might be 40-50 companies in your area for your service type, so achieving these positions is very competitive, and that’s where a Seo expert such as Blaze New Media could help you get there. You need to over-rank all of your competition, some of which might be working with other SEO experts. You’re also competing with national companies like Yelp, or Home Advisor, or Thumbtack, that are trying to rank on the first page for specific cities in your service area.

What should you do to be able to rank to drive organic traffic to your website and how long does this take? This is where the search engine optimization expert could really help you. At Blaze New Media, we have optimized this process and know pretty much what Google looks for in ranking a site.

We will optimize your site’s homepage and inner pages, as well as the links that come to your website to increase your rankings, which is called on-page and off-page search engine optimization. Let’s review a few of the things that are important for rankings, with the understanding that there are more details and nuances in what goes into ranking.

A. Site Speed, Security, and Mobile Friendliness

Google checks the speed of your website loading time, mobile friendliness, and SSL security certificate. If your website loads slowly, or is not seen correctly in mobile, or doesn’t have the security certificate, those are all bad experiences for customers, so you should start fixing all of these. We optimize these three things with all of our new clients and make sure that we hit the mark when it comes to the required level of speed, mobility, and certification.

B. Multiple Pages on Website

Most local businesses have six to eight pages with no significant inner pages. You would need to add more pages to your website, specific to a service category in your market, or a geographic city location in your market. For each city and service type, you want to rank for; you need to have a separate page to optimize for search rankings. For example, if you’re a roofer, and if you’re doing ice dam removals to fix roof leaks during an icy, snowy day, then you need a separate page for ice dam removals. If you’re doing roof installation and roof repairs, you will benefit from having different pages dedicated to roof repair and roof installation. In terms of cities, if you are serving both Framingham and Newton in Eastern Massachusetts, you would need to have different pages for each city, especially if they have higher than 200K population.

C. Sending the correct signals to Google

Make your titles, h1 tags, and URL structures of each of your pages Google optimized, using a plugin such as Yoast. Before you read a book, you look at its title. Similarly, before Google decides where to rank a website, it reads the title of the page, the heading of the article, and would look at the URL structure to determine its content. The title and H1 tags should summarize the essential things on a page, so that’s why you need to optimize them based on the search volume and your target keyword. Your actual article should be consistent with the title of your page and have a natural density of keywords you are targeting. All these activities are called on-page optimizations of a website.

The mistake that many people do is they build a website, and they don’t touch it. For search engine optimization you to add new pages at least a couple of times every month, so that Google sees that it’s an active, live website with new, usual content being indexed over time. All these activities require a good keyword strategy that would analyze competition, search volume, and commercial value.

D. Building links to your website

Build high quality and quantity of links from other websites naturally over time consistently. Google pays attention to the popularity and the way it measures this is by checking which sites give links to your webpage. It doesn’t matter if you have hundreds of links from low-quality sites. One link from a very high-quality site like CNN or a Wall Street Journal could count more than all the low-quality links that any website could get quickly. Build high quality, relevant links over time naturally, and that is what will make Google gain more respect for your website and increase its rankings. If you have a roofing website, a link from a quality site related to roofing such as National Roofing Association is more important, since it is both relevant and respected.

For Google to increase your page rankings over its current favorites it is ranking, there needs to be a significant amount of proof points, so it’s not just about one link or one change on the website, it is a collection of multiple activities that build up over time. That’s why search engine optimization takes anywhere from six months to twelve months to reach the ideal rankings. There are many determinants, such as your domain name, age of your domain, and the size of your webpage.

Citations and Reviews for Google My Business Rankings

One specific thing about ranking high on Google My Business has the same business name, phone number, and address in all directories where your business is listed, whether that’s a Yelp page or a contractor’s site directory, or a dentist directory. The address should even be written in the same way across all these different websites that we call directories and each links coming from a directory page is called a citation.

The second thing that’s important for Google My Business optimization is the quantity and quality of your reviews. A website that continues to get good reviews and is active increases your chances of ranking on the top three map results, especially in very competitive niches.

SEO is an investment in your most important digital asset, which is your website and could be a great way to keep getting more business. Choosing the right Seo company such as Blaze New Media will make the difference between ranking or not ranking, so choose a high-quality service from a company that has demonstrated results. 

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