If you do a search on Google and can’t find your company in the search results, it’s time to consult Three Deep Marketing. Our team of experts are equipped with the best practices, methodologies and technical knowledge necessary to increase the organic search results for your company, a process often referred to as Search Engine Optimization.
Search Engine Optimization is a component of Search Marketing that focuses on making improvements to your website in order to help it rank better in the major search engines such as Google, Bing and Yahoo. In contrast to Pay-Per-Click advertising, where bids are placed on keywords and you pay for each individual click, search engine optimization utilizes keyword placement within your website in order to increase the likelihood that your website will appear in the organic search results – driving a free source of traffic to your website.
How Does Search Engine Optimization Work?
Like most marketing efforts, the success of the campaign comes in the details. It takes a combination of technical aptitude, business intelligence, and process discipline to achieve high rankings in the search engines. It also takes time; often much more time than expected. The fundamental principles of search engine optimization are easy, but the key to success is in the details of project management, participation from all involved parties and a high level of resourcefulness to make compromises without jeopardizing your chances of ranking highly in the search engines. A strong organic ranking is usually rooted in the following:
Generating a list of keywords that are pertinent to your business, yet are also feasible for your company to rank (Your website will likely never rank well for the word “widgets” – but it may rank really well for “widgets Maryland” with basic search optimization). Our process involves running your site (and competitor sites) through several keyword tools to generate a list of keywords, and then applying some business intelligence to establish the likelihood that your site could rank for each term. Then we optimize the content on your site to make it relevant for these keywords.
Technical Site Infrastructure
This involves constructing (or re-constructing) your website to make it easy for the search engines to find your content. Many websites are created without search engines in mind, and as a result, search engines can’t find the content within the site. Examples of technical infrastructure choices that can negatively affect SEO are numerous, including:
- Improper redirection of old content pages to new URL’s
- Headlines and tag-lines are embedded in images instead of text that is readable to the search engines
- URL patterns that involve dynamic query strings instead of keywords. For example: www.domain.com/index.aspx?guid=JK43FE5632JDA24r34 means nothing to the search engines. Instead, use something the search engines immediately recognize like www.domain.com/products/widgets/widget-master-3000.aspx. Clean and easy to understand.
- Invalid HTML or XHTML coding on the site
- Broken links and error pages
Links to your website increase your credibility with search engines; the more links the better, and high quality links are best. The links within your website are also important to your search rankings. Our team evaluates the links currently pointing to your website, identifies opportunities to grow more links, and advises on the best way to structure your website to provide the most vital information to the search engines.
Continuous Search Optimization and Reporting
Once all of the above has been implemented on the site, the next step is to measure the impact of these changes, report on successes, identify new opportunities, and continue with the optimization process. Every time new pages are created or updated, we will monitor the progress and report on the results. We utilize data from Google Analytics and other tools to collect data, and then our marketing strategists will present their findings to your business in a way that is both clear and informative.
Why Three Deep?
Search Engine Optimization is a continuous process that needs constant attention to obtain and retain top results. Our team is passionate about delivering these results and is constantly striving to maximize the value we provide to our clients. If you are interested in learning more about our Search Engine Optimization services, please call 651-789-7701 or contact us below