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As an SEO company in Houston, Deo Marketing Solutions decided to put out a definitive guide in search engine optimization to help those who are starting up with their SEO career, as well as those businesses who want to know more about the benefits of search engine optimization. Search engine optimization or commonly known as SEO is one of the main reasons why some companies’ websites are visible online, and always appear on the first page of google search results. It may sound magic, but as you dig down to this article you would know why.
SEO is complex because there are so many resources. SEO experts intimidate readers with technical terms, focus entirely on advanced elements, and rarely go beyond its principle. If asked to explain SEO, I often refer to it as a strategy to ensure that whenever someone searches for your product or service category, they find your website. However, this simplifies the discipline a little. It does not take into consideration factors such as different customer information requirements. It does, however, reveal its meaning.
From it’s base, SEO is concerned with increasing a company’s visibility in organic search results. It assists businesses in ranking more pages higher in search engine results pages (SERPs) (Search Engine Result Pages.) As a result, more visitors will come to the site, increasing the chances of more conversions.
This term refers to how visible a specific domain is in search engine results. Your domain is prominent in SERPs due to its high visibility and the high frequency of search volume from anyone who is searching for the relevant topic. When a domain is not visible for a large number of relevant search queries, it is said to have low search visibility.
What is Ranking?
This term refers to when the search engine, like Google, analyzes and determines where to place a particular web page or website to the SERP. This is normally affected by the volume of search done by people who are searching for a relevant topic.
Both of which are the key components in delivering the main objectives and goals of each Houston SEO company, to drive the traffic and the conversion of the websites. As you may know, these goals allow your company or business to reach a wider audience as well as allow search engines like Google to display your web page or website frequently.
Search Engine Results Pages (SERPs) are the pages that search engines display in response to a user’s query. The listing of results returned by the search engine in response to a keyword query is the main component of the SERP.
Everyone wants to be number one on Google’s search engine results page. There’s a good reason for this. Being at the top of the Google SERP guarantees you clicks—lots of clicks. More than that, it provides an instant credibility boost in the eyes of the majority of people.
REMEMBER: Search engine optimization focuses only on organic search results and does not include PPC optimization. Both SEO and PPC are part of Search Engine Marketing.
SEO refers to all of the actions you take to make Google regard your website as a reliable source and rank it higher for the search terms you want to rank for.
Search engines like Google have 3 major components which your website needs to adhere to in order to become visible online. These are crawler, index, and algorithm. These three make it possible for a search engine optimization to happen.
Also known as a “bot,” “robot,” or “spider.” Its task is to follow links on the internet. It will crawl your content when it detects pages on your website. The crawler will follow your internal and external links, adding new content to the index.
Your discovered pages are saved in the index. When a crawler discovers a page, the search engine renders it in the same way that a browser would. In the process, the search engine examines the page’s content. All of that data is saved in the index.
Search engines, such as Google, use a complex formula, or algorithm, to determine search results. Google’s trademarked “PageRank” algorithm is used to optimize search ranking and visibility.
To rank higher than the top search engine results, Houston SEO agency experts suggest you must demonstrate that your content is superior and deserving of indexing. To accomplish this, your high-quality content requires three “RAD” ingredients:
Display the topical relationship between the search query and the page content. Put relevant keywords in the page title and written content to accomplish this. Headlines and the first paragraph of text are also good places. More on this in the Strategy Section.
If Google considers your content to be authoritative on a specific topic, it will boost your ranking. The popularity of a website on the internet is used to determine its authority. The more your content is shared, discussed, and linked to, the more valuable Google considers it to be.
Provide users with more than just text. Include a video, a podcast, or a SlideShare. Incorporate eye-catching visuals like infographics, screenshots, and animated how-to GIFs. When users come across your high-quality content, they will see the value and feel compelled to link to you. Most SEO services companies would encourage business owners to share blog posts, videos, and podcasts on social media as well. There may be questions and discussions that lead to additional broadcasts via the internet.
Ranking requires a well-executed Optimization Strategy as well as careful SEO Competitor Analysis. Optimize your website’s content so that it is relevant, authoritative, and diverse. Users will admire you for creating high-quality content that helps them find answers to their questions. When you do this, you will appear high in search results.
SEO requirements are constantly changing, as to why a Houston SEO company like Deo Marketing Solutions takes charge to ensure to keep up with the latest developments. However, if you want your Google rankings to rise from unnoticed to the top of the list, you must be informed.
Sites that are well-optimized gain traffic over time, which means more leads and sales. Without SEO, searchers will be unable to find your site, and all of your efforts will be pointless.
Well-targeted content – you need to identify what people search for and create quality content tailored to their needs
Crawlable website – this is a no brainer – if you want to rank, your website must be easy to find by search engines
Quality and quantity of links – the more quality pages link to your website, the more authority you’ll have in the eyes of Google
Unique content – be very careful about using duplicate content on your websites
EAT: Expertise, Authority, Trust – the E-A-T signals are evaluated by Google’s Quality Raters – never forget to build and prove your expertise and trustworthiness and write only about topics you are qualified for
Fresh content – some topics require more freshness than the others, but nonetheless, you should regularly update your content to keep it up to date
Click-through rate – optimize your title tags and meta descriptions to improve the CTR of your pages
Website speed – make sure your visitors don’t have to wait too long to load the page, otherwise, there’s a high chance they’ll leave before actually visiting it
Works on any device – your website must work perfectly on any device and screen size (remember that the majority of internet users come through mobile devices!)
As a web design expert, we instantly become technical when it comes to making sure that the website of our client will have the traffic they deserve online. And to successfully optimize our clients website, we see to it that we had run a thorough analysis to ensure the improvement on these three ranking factors: technical website setup, content, and links.
Now that we understand how we rank our web pages in search engines like Google, we now try to analyze the technical aspects of our web pages. However, there is a quite difference between how we see our webpage and how search engines see them. A web page appears differently to you and to a search engine. It appears to you as a collection of graphics, colors, text with formatting, and links. To a search engine, it’s just text.
As a result, any elements which it can render in this manner are rendered invisible to the search engine. As a result, even if your website appears to be in good working order to you, Google may find its content inaccessible. That is where technical setup, also known as on-site optimization, comes into play. It ensures that your website and pages are easily scanned and indexed by Google.
The following are the most important factors influencing it:
Search engines crawl websites in the same way that you would. They adhere to hyperlinks. Crawlers from search engines land on a page and use links to find additional content to analyze. However, as previously stated, they are unable to see images. As a result, make the navigation and links text-only.
Search engines dislike reading long strings of words with complicated structure. As a result, keep your URLs as short as possible. Set them up to include as little as possible beyond the main keyword for which you want to optimize the page.
A broken link directs a visitor to a page that does not exist. A broken redirect refers to a resource that may no longer exist. Both offer a poor user experience while also preventing search engines from indexing your content.
Pages with identical or very similar content perplex search engines. They frequently find it difficult to decide what content to display in search results. As a result, search engines regard duplicate content as a negative factor. When found, a website can be penalized by not displaying any of those pages at all.
Most Houston SEO experts highlight the importance of content for your website. Content may be delivered in a variety of formats. Text, such as a blog post or a web page, could be used. However, it could also be a video, a product recommendation, or a business listing.
For starters, when customers search, they want content. Whatever they are looking for, it is the content that provides it. And the more of it you publish, the better your chances of being found in search results.
In addition, search engines use content to determine where a page should be ranked. We discussed the concept of relevance between a page and a person’s search query earlier.
They determine the topic of a page while crawling it. They can assess the quality of a page by analyzing elements such as its length and structure. Search algorithms can use this information to match a person’s query with the pages they believe are the most relevant to it.
Keyword research is the process of researching popular search terms that people enter into search engines like Google and strategically incorporating them into your content so that it appears higher on a search engine results page (SERP).
Onpage optimization (also known as on-page SEO) refers to all actions that can be taken directly within a website to improve its position in search rankings. Measures to optimize the content or improve the meta description and title tags are examples of this.
The first two areas — technical setup and content — were concerned with increasing relevancy (though I admit, some of their elements can also help highlight the authority.) However, it is links that are responsible for popularity. Internal links, external links, and backlinks are three types of links that we deal with on a daily basis, to break it down from the high level of what a link actually is.
Internal links are hyperlinks that point to (target) the same domain as the one on which the link is located (source). An internal link, in layman’s terms, is one that points to another page on the same website.
An external link is any hyperlink or backlink that points to a target page on a domain other than the one on which it is published. It exists outside of the host domain. In SEO, a ‘external link’ is a link that is built on another site that points back to your domain.
Backlinks are links that lead from one website to a page on another. Backlinks are regarded as “votes” for a specific page by Google and other major search engines. Pages with a high number of backlinks typically rank high in organic search engine results.
It is really important to keep on monitoring the progress of your website to know which aspect of your SEO works. As Houston SEO experts, knowing the right SEO process allows you to formulate the correct strategy for the website, and having all the data you need is part of the process. Most importantly, the amount of organic traffic you generate cannot be used to determine the effectiveness of your Search Engine Optimization. Knowing what to look for when monitoring your performance and results is the first step. So, based on your raw site visitor numbers, that is something.
You’ll want to define a set of Key Performance Indicators based on our fictitious 1k viewers (KPIs). KPIs will provide more in-depth insights into the visits and will assist you in measuring ongoing performance. KPIs are measurable targets that are specific metrics about your traffic data. For example, visitor engagement, social engagement, and gained/lost backlinks. They provide a more in-depth understanding of how customers interact with your product.
What are Examples of KPIs?
Set meaningful KPI targets that are realistic and attainable for your business to grow. Track your performance by measuring these goals on a regular basis. Over time, your KPI performance will speak to you. You will be able to draw more accurate conclusions from the data. This will assist you in making more informed campaign decisions.
White hat SEO is the use of techniques and strategies that are aimed at a human audience rather than a search engine. White hat SEO techniques include using keywords and keyword analysis, conducting research, rewriting meta tags to make them more relevant, backlinking, link building, and writing content for human readers.
White Hat Strategies
Depending on which hat you wear, SEO can either help or hinder your site’s success. White hat SEO is a force to be reckoned with, delivering relevant content, clicks, increased visibility, more conversion opportunities, and other business-building benefits.
Local SEO (Search Engine Optimization) is the process of increasing search engine visibility for local businesses, particularly those with physical locations. Businesses can improve organic traffic from searches performed by customers in nearby areas by adhering to local SEO best practices. As an SEO company we provide the most relevant local results to the user, search engines rely on signals such as local content, social profile pages, links, and citations to gather information for local search. Businesses can use local SEO to position their products and services in front of local prospects and customers who are looking for them.
Localized content and local link popularity are factors, just as they are in Google’s traditional search algorithm, so it’s important to create local landing pages for each of your locations—especially if you have multiple locations—where you should include not only your business name but also its details like address and phone, as well as optimize their titles tags, meta descriptions, and following best SEO practices.
Local promotion of your products and services necessitates a little extra effort. This necessitates the use of a few unique local techniques.
Knowing how to do local SEO can help your business reach out to more local customers. The following are the key components of optimizing your website for local SEO.
When you create hybrid terms, you will add local variant terms to your existing keyword terms. Local terms can be relative, such as “near me,” or specific, such as “Texas.” Once created, we’ll want to use it across all of our location-based pages.
As an SEO company in Houston, we always suggest creating a local-based and local-centric content for the website to boost the popularity of the website on the local scene. Within which necessary, incorporate your location into your content. Write about local happenings, events, and industry-specific content affecting your area on your blog.
Google My Business is a free and simple tool for managing a company’s or organization’s online presence across Google, including Search and Maps. You can verify your business and edit your business information to help customers find you and tell them your story.
Google considers the proximity of a searcher’s location when analyzing local websites. With the rise in local searches containing the phrase “near me,” it’s only natural that Google will prioritize the businesses that are closest to you.
The measurement and analysis of data to inform an understanding of user behavior across web pages is known as web analytics. Analytics platforms track and report on website activity and behavior, such as how many users visit, how long they stay, how many pages they visit, which pages they visit, and whether they arrived via a link or not.
Search Console is a free online tool (or set of tools) provided by Google that allows webmasters to see how their site is performing in Google Search and optimize its visibility. Google Search Console is an indispensable tool that cannot be replaced. It should be used by every website owner.
Search Console includes a number of dashboards, ranging from a basic overview of your website’s performance to reports on critical issues that you should address.
Google Analytics is a free website analytics tool for tracking and reporting on website traffic and user behavior. It is a powerful tool that provides a wealth of useful information. The issue is that many newcomers feel lost and overwhelmed when they open their GA account. It’s perfectly normal. There are far too many reports, far too many metrics, far too many different graphs, and far too much complexity in the navigation.
The home dashboard provides a high-level overview of the basic performance metrics. You can view more information by going to the detailed reports. The reports are classified into five major categories based on the type of information they provide. They can be found in the left menu.
The process of monitoring how your website performs in search engines for your most important keywords is known as rank tracking. Rank trackers, in contrast to Google Search Console and Google Analytics, are typically much simpler but extremely effective tools.
The main advantages of using a rank tracker:
Increase your search visibility to bring in more visitors and, as a result, conversions and sales. And it’s well worth the time it takes to become an SEO expert. Although the changes in SEO are not constant, it really pays to keep your skills updated by doing research about SEO from time to time.