SEO & ContentStrategy

The Warren Douglas approach to SEO turns content into credibility. There are over 200 factors in Google’s algorithm to ensure a user’s search identifies the most helpful and relevant websites. Prioritizing and optimizing for each factor requires a variety of skills and disciplines for optimal effectiveness.

Are Keywords Still Relevant to SEO?

Search Engine Optimization (SEO) used to be centered around the strategic use of keywords and the top 10 blue links. While keywords, user intent, and latent semantic indexing remain significant factors, search engine technology surrounding machine learning (AI) has expanded the types of results users receive on the search engine results page (SERP). This broader range of results, coupled with ever-increasing online competition, requires a broader SEO strategy than in years past.

What Role Does a Website’s Structure Play in Search Results?

Site structure plays an important role in setting the keywords up for success. How a website is structured also plays a part in SERP. Structuring a site properly and making sure the search engine understands the layout of the site are non-negotiables. Themed pages (pages that address one specific aspect of your business) function as the ideal landing pages for paid search as well as informative pages that are easy to find on the website.

Google only wants to rank sites that will provide users with a good experience. People compare every website experience they have to their best, most recent experience. You are competing with every website, not just websites in your industry. This means that user experience is of utmost importance.

A website’s usability is part of the score used to determine its relevance to a given search query. Usability includes technical elements like load speed and mobile-first design as well as navigation and accessibility.

The Warren Douglas SERP Analysis Package

Warren Douglas offers an annual  SERP analysis package that includes:

• Adding and connecting Google Analytics and Search Console to the website if it’s not already there.
• Incorporating Google Tag Manager and event tracking to measure specific conversions on the site.
• Creating a sitemap and submitting it to Google and Bing.
• Researching and prioritizing relevant keywords and phrases.
• Checking the robots.txt file.
• Offering quarterly suggestions for SERP improvements.

As part of our ongoing maintenance of SEO and SERP efforts, Warren Douglas will perform the following tasks on a quarterly basis:

• Auditing the website to identify performance and content issues
• Additional keyword research
• Update and resubmit the sitemap
• Analyze current SEO efforts for effectiveness

If your brand needs help navigating the finer points of acquiring organic traffic to your website, give us a call. We’re happy to help.