Can SEO be Trusted to IT?

SEO (search engine optimization) can be a confusing acronym. It sounds like something that can sim

who does seo by kinetic knowledge

ply be handed off to a technical or IT (information tech’) person; however, unless this person thinks about business marketing all day long she is not going to be a best-case scenario for the business who wants sound marketing online.

By no means is this post meant to disparage the great IT people who offer so many necessary technical skills. Consider that an IT person is likely adept at setting up various office technologies (i.e. email, computers, and local area networks), but can any random person create the kind of content that appeals to both humans and search engines? Maybe. Do they have the necessary experience to capture humans with particular interests that a business must target online? Maybe. Do they live and breathe digital marketing? 


SEO is Marketing!

There seems to be a perception SEO requires a lot of technical expertise and because of that, IT folks can just do the work. And sure there are some technical parts to SEO work, but a serious business MUST vet’ what marketing expertise there is … or the SEO is going to suffer. Without, at least, fundamental SEO a business brand is likely going to invisible online when people search. 

Sure there are technical aspects of a website build, but the lion’s share of website development is knowledge of themes, plugin applications and strategic marketing execution. It is design; it is ‘call to action’; it is content creation, navigation for, and the optimization of, all website pages. And it is an effort to support both the presentation of a unique brand and a web presence that can capture leads.

Unless your IT person is spending her days focused on marketing techniques in an ever-evolving web environment, it’s probably not going to be smart to simply turn the SEO duties over to an IT. While IT folks are pros, adept in many technical areas, many would admit their skill set has little to do with what’s needed for an online marketing strategy.

 

Kinetic Knowledge SEO

Ask us about getting an advantage online and about services that support a serious marketer! 

SEO TAKES TIME

No less than once per week we get calls from folks dangerously uninformed, particularly about the fact SEO takes time. When people finally decide to invest in SEO services, it’s usually because they are panicking about the fact that their website traffic is dead. No visitors or leads, nothing is coming in.

You see just because you build it doesn’t necessarily mean that consumers will come. And while WordPress offers many on-page SEO tools necessary, it is the actual use of them that matters. How much competition there is will determine how many signals are necessary to become visible for target keywords. Website pages have to be optimized for search engines to notice, but other signals will be necessary to rank them high. Ultimately we must have the attention of search engines first in order to then gain the attention of qualified (by their search) consumers.

monmouth county nj seo servicesWhen in panic mode we often want a resolution fast and, unfortunately, that’s NOT how SEO or search engines work. Granted visibility for some keywords is less competitive than others and can happen quicker, but we’ve really got to schmooze Google for the hyper-competitive keyword targets; we’ve got to impress with useful content and various other signals, on and off-website, they use to compare!

SETTING REALISTIC EXPECTATIONS

There are many facets of SEO: you cannot do one thing and expect to show up on Google Page 1. That’s not how it works, worse search results never stop changing (see: What is the Google Crawl). You have to combine the best practices and techniques possibly including website metadata, keyword-optimized content, internal page-linking, quality inbound-links, quality outbound links to supportive content, social signals, accurate listings & citations and, depending on how competitive it is for keywords in a particular business discipline, quite possibly more.

Search engines are way ahead of you! They look for compliance with a set of quality guidelines, not to mention use and popularity. And popularity is not paying someone to build 1,000 backlinks, which is likely going to be identified as spamming and do more harm than it ever will good.

You may be saying to yourself, Why invest time or money into SEO if it’s going to take so long to start producing results??” You must think about it THIS WAY: you may not be implementing an SEO strategy, but a serious competitor certainly will. So when that consumer goes to Google and searches for a product or business like yours, you won’t be there … but your competitor will.

If you want immediate visibility for a sale or special you are having- get the word out by advertising it. If you want to have the type of digital or web footprint that will allow consumers to find their way back to your website on their own terms & timeline, start investing in SEO. Whether you are a brick and mortar business or 100% web-based your web presence needs to be available for people considering your product, service or brand; 80% of consumers research businesses online first, so those of us who fail to plan an SEO strategy essentially…  ultimately plan to fail. Learn more about local Local SEO services.

About Kinetic Knowledge

Based in Monmouth County, NJ, Kinetic Knowledge is a full-service digital marketing firm offering website design, host, local SEO, social media, graphic design, content marketing and custom webmaster service solutions. Give us a call to learn more about our social media marketing and content marketing services. We can be reached at 732-722-5915 or visit us online at www.kineticknowledge.com

Common Business Web Presence SEO Mistakes | Kinetic KnowledgeIn terms of visibility online, there is no ‘one SEO fits all business types plan’. Versus throwing money at a moving search engine results landscape and hoping that something sticks, it is best and most cost effective to get the fundamentals right first. Then measure and go forward with what proves to work. Some of the competition is going to be there, but most competitors fail to execute on even the most obvious requirements. Here is a list of the most common business web presence SEO mistakes the average company fails to manage online – at the cost of leads & new business. Where are you on these?

Common Business Web Presence And SEO Mistakes

1. A lack of detailed pages for each service offered:

The fact is, Google’s algorithm indexes and ranks pages based upon what it sees as subject specific content worthy of human consumption. One page with a list of services ruins any chance of competing for the qualified traffic searching for those very services.

2. A lack of a commitment to content, in general:

Google’s algorithm also seeks new timely information and so it likes websites that produce it. A website with no blog or timely news coverage for ‘question & answer topics’ the target market is searching … it fails to help Google to recommend that website.

3. A lack of mobile friendly content:

Hard to believe it today, but we still see it everywhere. Upwards of 50% of all people search from their phones and business owners ought to know that search engines do NOT want to recommend non mobile friendly content.

4. No geographic specificity:

Google believes a local business is the better local search result. For the business demonstrating location authority when Google looks for local answers, this is the low hanging fruit. Get established locally first, then build outward and conquer the rest of the world … or maybe just another town, a county or a state.

5. Incomplete contact information:

Hours of operation, for example, matter to Google when ranking a local web presence. Many fail to show hours with their contact information and are, at certain times, ignored in search results because of it. Note: and no. 7 explains, this information is also cross referenced against local listings, so you need to have it all accurate & consistent.

6. Incomplete Google My Business Tools:

Google favors certain types of content generated with its’ tools. Once verified and properly executed, these Google My Business tools ( especially when aligned with a primary website for accurate consistent information ) will matter a great deal.

7. Inaccurate search & directory listings:

Never to say they will outrank a content rich website, but consumers visit search and directory listing websites. Search engines crawl them as a highly weighted signal, seen as an information accuracy cross- reference (vs website and other listings). Listings consistent with a primary website presence for accurate contact information matters. In the end it doesn’t really matter if people find your business through yours or listing websites like Yelp, Yahoo, CitySearch, Topix or Google.

8. Sending reviews to the wrong place:

Google still rules for search; Google favors its own tools and local reviews published on Google map listings are prioritized in their Search Engine Results Pages (SERPS). Good reviews are hard to get, be smart and send them to where they are going to be seen the most by far = your Google listing.

9. Failure to leverage basic web page meta tag techniques:

Search engine crawlers ignore some, but PRIORITIZE other meta tags. There’s even a tag not used in competitive ranking, but that still serves as a tactical means for driving lots of traffic.

10. Failure to leverage basic web page link opportunities & techniques:

Search engines crawl & evaluate all links, including a) to other relevant pages on the website, b) that link off website to supporting information and c) that come in from other important websites. Do NOT fail to leverage these different links, for instance c) inbound links from trusted search & listing sites and/or industry associations the business is a part of.

11. Website solution choice:

Many website solutions limit fundamental tools, support or worse, trap the user’s web presence in its’ host environment. Why allow someone else to own the links, bookmarks, social likes, shares and the content keywords indexing a website accumulates over time? Cheap or free is likely serving someone other than you first; it rarely, if ever, is the best route. Business owners should own and control a website they can forever rely upon and grow.

12. Host solution choice:

The cheapest host solution is almost always shared, limits bandwidth, loads slow and offers minimal security at best. And good luck with any service.

13. A lack of management:

In this day and age, a serious business likely needs web presence and digital assets management. If assets aren’t managed in support of one another, any web presence will inevitably become a regrettable waste of time, effort and resources.

In Summary Of These Common Business Web Presence SEO Mistakes

There is no ‘one web presence SEO fits all business plan’. It’s why it is always best to start with the fundamentals, to measure performance & competition and then assess whether or not it’s’ enough to drive leads. Getting the fundamentals right not only saves money versus throwing it at a moving landscape, but sets a benchmark for determining whether or not a program can thrive in ongoing maintenance mode or if it needs expansion.

Ask us about our affordable hands- on SEO ( see: https://www.kineticknowledge.com ), including what canbe fundamentals based only programs and also overall digital assets management options. Let us help you get organized, drive leads and save money!

SEO When Building A Website?

Consider SEO From The Start Of A Website | Kinetic Knowledge Monmouth County NJ

Creating a website is often an exciting time for a business. A website is a brand representative online, from design aesthetics, imagery, graphic elements, colors and font to the value of its content. But what about SEO When Building A Website?

Done right, the website and its pages become a powerful marketing tool! To chase competitive placement requires planning a fundamental SEO strategy! It can mean visibility in search engines for services based upon various keywords.

SEO And User Experience

A well-structured website supports both user experience and search engine indexing. While a website should be pleasing to the eye, there are several other important marketing considerations required in order for it to be successful:

  • Content > search engines crawl pages for keywords, so are all pages structured well with proper keyword placement & metadata, yet never stuffed to a degree a user will suffer!
  • Mobile Responsive > user experience is priority number one with search engines, people search with their phones so a website MUST be mobile- friendly!
  • Internal Links & Navigation > search engines don’t only count inbound links from other websites, they recognize relevant content that offers a visitor useful links between supporting pages!
  • General Navigation > search engines measure how long visitors stay and how many pages they visit, so ease for navigating all information must be a priority!
  • Host & Load Speeds > search engines measure it, so a host must serve visitor experience with fast page load times!
  • Security > search engines also crawl pages for malware in order to protect their searching surfers!
  • SSL > Secure socket layers encrypt web browser to website connections, so nothing can follow people in from one to the other


What To Optimize Before Site Launch

Newer and better competition will always come, so SEO is never static and certainly an ongoing process. But the groundwork must be laid in order to prepare a website for search engine crawling & keyword indexing. Here are some things that need optimization before the site launch.

  • Using Keywords In URLs – Search engines focus heavily on keywords and indexing them via their page URLs. They also consider those used in the URL itself! Make sure page URLs help to describe what each page has to offer. Fix this after the fact, your page starts all over and what was indexed is lost! 
  • Title and Meta Data – Much easier and less damaging to change after the fact than URLs, you must still consider the time it takes to index competitively. It’s why you want to try and be sure your keywords are available to search engines early and in the clearest possible fashion. Keep your page and meta titles straightforward, easy to identify and easy to consume!
  • Responsive Design – Simply stated, your website must be mobile friendly! It is no small project to convert an existing site to a mobile-friendly site. Therefore, why not start from the beginning with a mobile-friendly website design!?
  • Optimize Photos and Videos – Using properly tagged graphics, photos and video supports the aesthetics of the website, but is also an important part of an SEO strategy. Using the right file names & alt tags will not only generate more indexing and search engine visibility for content, but optimal photo sizes also support page loads speed! 
  • Create Link Structures For The Crawl – Your link structure needs to make sense, a path that can be followed by search engines. In other words, content must flow in a logical manner.
  • Social Sharing > Social voice matters and the search engines ability to measure how often a page has been shared by visitors on the page via social icons with share counts makes their job much easier!
  • Measurement Software – And don’t rule out supporting software, like day to day keyword rank measurement and fundamental page SEO grading solutions.

Not planning SEO with a design & development project may cause a business to miss out on important ranking opportunities. At Kinetic Knowledge we can help to guide the process of both building a new, or converting an existing, website into a new mobile, user and search engine friendly design.