Improve Your SEO


If someone Google’s your products or services, do you show up in the Top Spot? Top five? How about the first page? The fact is EVERY business wants high-rankings within Google, but they often don’t achieve the results they want for a variety of reasons. These reasons can include:

  • Saturation of industry competitors
  • Saturation of online competitors (organizations fighting over the same keywords)
  • Poor organic Search Engine Optimization within the site
  • Poor content 
  • Choosing the wrong keywords (think generic vs. specific)

You can’t control how many competitors there are in your industry, but you can control everything else in the list above. 

Most people think that decoding Google’s algorithms to position your company for online success is impossible to do without spending tens of thousands of dollars. Although spending that kind of money helps, there are a number of things you can do to drastically improve your web presence without breaking the bank! Here a few things to consider:

  1. Run a proper SEO analysis. One of the first things I always do for clients is run an SEO analysis. If they have never had an SEO analysis performed for their website and business, it is usually an eye-opening experience for them. The most common result is they have chosen weak keywords and keyword phrases on their website or their paid search programs. A second revelation is that their “content” was written using their own terms and industry “lingo” that often does not translate to what their customers search for or what they understand the service/product to be. Hire an outside firm to do this to ensure you are getting an unbiased, outsiders look at your SEO.
  2. Shrink your target audience.  As your business grows, it is common to offer more services and/or products than you did when the company was first founded. When this happens, your target audience naturally becomes broader because your products and services are relevant to larger group of people. This is a good thing for sales, but can be detrimental to your SEO if you aren’t careful. Being a “jack of all trades” online isn’t always a good thing, especially if you have numerous competitors within each service or product you offer. Get specific with your SEO for each product or service page and consider creating special landing pages for any paid SEO you participate in.
  3. Improve your content. I have written about content a number of times in these newsletters, but the fact is content is critical for your online performance and search engine rankings. However, you need to focus less on the volume of content and more on the quality of it. In terms of SEO, generating specific and relevant content for your website can drastically improve your rankings assuming the back-end of your site or specific page is optimized properly to go along with the content. Writing great content but having a poorly optimized site on the backend will minimize its impact.
  4. Pay to Play. Paid search options, like Google Adwords, are a great way to enhance your SEO and should be part of any SEO strategy. Paid SEO has an immediate impact on where you rank, whereas organic SEO takes time to work. You absolutely need both and they should work in conjunction with each other! Before you embark on your Paid Search endeavors, make sure you do a proper keyword and audience analysis so you aren’t wasting money on clicks that never stood a chance to lead to new business for you.

If you want to improve your search result position, need help with your SEO strategy, enhancing the SEO of your website or implementing a Google Adwords campaigns into your marketing efforts, please give me a call. I can help with everything from the upfront analysis to the day-to-day management of your SEO efforts and it is more affordable than you think!

I have been fortunate to have spent my entire career in marketing, from my first job as a marketing assistant & graphic designer, to creating the strategic direction and overseeing a team of marketing professionals for a $200-Million company.

My marketing experiences, successes and failures are the foundation on which I started Ward Marketing Consulting, and it is my goal to take what I've learned and apply it to each and every one of my clients.

If you're looking for a marketing consultant to provide an objective look at your marketing efforts, need a strategy for your digital marketing plan, or simply need help executing the plan, please contact me today!

-Tim Ward