Portfolio
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DIGITAL MARKETING FOR ONLINE VISBILITY
Search Engine Optimization (SEO)
SEO is known as Search Engine Optimization and has four main components:
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On-Page Optimization
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Off-Page Optimization
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Technical Optimization
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Local Search Engine Optimization
All types of website search optimization serve to help your website rank higher in the organic SERPs (Search Engine Results Pages).
By increasing the amount of organic (non-paid) search engine traffic your website receives, the more visitors you have a chance to convert into customers. SEO organic traffic is extremely valuable because the traffic you attract is "high-intent". Visitors are actively searching for your product or service.
Successfully competing online requires a fast website and a comprehensive internet strategy. Organic search traffic is not "free". The cost of having a robust, competitive online presence requires high-quality, thought leadership content, well-optimized web pages, easy-to-use mobile friendly site, a healthy backlink profile, and ongoing site maintenance.
Organic SEO is a long-term investment in your brand, whereas Paid Search (PPC) is more like a periodic advertising expense.
On-Page SEO:
On Page SEO focuses on all of the written content, graphics, navigation menus, titles/sub-titles, keywords, link text, HTML tags, page URL name, Schema and other elements such as videos, galleries, widgets and forms that exist "on the web page" when visiting a website.
Much of on-page SEO is not visible on the web page itself and resides in the source code. Many of these elements are known as Meta-Tags, Alt-Tags, Schema and other technical SEO elements coded to optimize a web page. Web Core Vitals are now essential.
Comprehensive Key Word Research & Competitor Research: By researching your competitors' rankings and industry keywords for their search volume and relevance - you can discover the best keywords to optimize your web pages for.
Keyword discovery and evaluation helps you to write targeted content, create graphics and better answer questions for your prospective visitors which will help you rank higher on the search engine results pages (SERPs).
Off-Page SEO:
Off-Page SEO or SEM focuses on all of the optimization activities that take place "off the page" that serve to increase your website's rank and visibility.
Backlinks and Backlink Profile. Search engines place value on good quality inbound links. Increasing the number of links from trusted website publishers, industry directories, and social media blogs such as Facebook, Twitter, and LinkedIn, helps to boost the "trust" and "authority" of your website's domain.
The more trusted web sources that link to your web pages, the bigger potential boost your site can garner in the SERPs. Likewise, "bad or toxic links" can negatively affect how highly you rank for the keywords you are targeting.
By networking with trusted publishers, writing authoritative and informative posts on those websites with links back to your website, you can earn trusted, authoritative backlinks you need to help boost your website in the SERPs.
Technical SEO:
Technical SEO focuses on the "backend" of your website including your source code, web and mail servers, site architecture, UI (user interface), site speed, mobile friendliness, server protection like firewalls and SSL Certificates (https:) secure web pages.
Responsive web pages, mobile-friendly pages, image optimization and compression, proper meta-tags, structured data (Schema), URL naming conventions, CSS, scripts, video and audio file optimization are all an integral part of technical SEO that can help increase your website's performance and speed. In addition to on page SEO elements these are important ranking factors for search engines Google, Bing, Yahoo and Duckduckgo.
Local SEO:
Local SEO is a search engine optimization (SEO) strategy that helps your business become more visible in local search results on Google Search Results. Setting up and improving your Google Business Profile, online ratings, customer reviews, and map pack listings are an integral part of local SEO efforts. In addition, accurate NAP, industry listings, quality backlinks, mentions, and citations help boost local search traffic.
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Performance Marketing (PPC)
Performance-based advertising is a form of paid search marketing in which the advertiser pays only when there are measurable results such as a sale, a lead, a download or an install. ROI-Focused Paid Advertising uses digital attribution technology that better ensures you pay for tangible results vs visibility.
AI & ML - artificial intelligence and machine learning are powerful computer algorithms that automate and optimize paid search campaigns - also known as "Smart Bidding".
Cost per Action - purchasing cost-per-action (CPA) ads best assures that every advertising dollar spent leads to a Positive Return on Investment. Google's smart bidding strategies allow you to maximize conversions including Target CPA as well as maximize revenue using (ROAS) return on ad sales.
Some of the more important metrics or KPIs to measure in performance marketing campaigns are (ROAS) Return on Ad Spend, (CAC) Cost Per Acquisition, (CPL) Cost Per Lead, (LTV) Customer Lifetime Value.
