by Monte Clark
Search Engine Optimization (SEO) is a term you are probably aware of and know it’s something you need. Odds are, though, unless you’re an online marketer, the concept is confusing.
– This is a programming exercise to help search engines quickly review your website and determine its content and structure.
– This is a production exercise which includes the production of content through articles, blogs, white papers, videos, social posts, and infographics.
And, in my opinion, there is a third:
– This is the exercise of determining and setting up the channels your content should engage. Channel SEO includes social channels like Facebook, Twitter, Instagram, YouTube, and LinkedIn, as well as listing channels like Google My Business, Yelp, and Travelocity. Also, it’s important to make sure all of your contact and business information is correct across all search engine channels including, but not limited to, Google.
By definition, it’s that simple. In execution, unfortunately, it’s not.
Recently, I was meeting with a new client who was explaining to me that they were paying $100 per month for SEO services to the company who developed their website. They shared an email they received from that company regarding their SEO status.
(email correspondence from website company):
Hope you had a great Christmas and New Years! December was a great month for your site visibility!
A few highlights:
I’m still working on improving your search rankings so that the site will appear closer to the top of a search. Let me know if you have any questions/concerns etc.
If you believe you have been paying for SEO services and receiving emails like the one above, you should stop. Let’s briefly walk through the analytics and explain why.
As you can see, in the analytics graphic, there is an 18% increase in users. Notice the bounce rate (bounce rate = Visitors that hit your website and immediately left) was increased by 18.1%. An 18% increase in site traffic with an equivalent 18.1% increased bounce rate means the improved traffic increase is based on spam traffic and is not an improvement.
Search impressions have more than doubled, yet they only received 24 new visits (which we have just determined to be false traffic by the increase in bounce rate). Site impressions mean nothing if site traffic does not increase as well.
Whether visitors come through mobile or desktop is of no value to this company in regard to SEO. All websites should be optimized for mobile devices. If your site is not optimized for mobile, then this should be your first step in your SEO action plan.
If you want to know how well your site performs from a technical SEO standpoint, there are many free online analysis tools available. One of my favorites is from Neil Patel. Simply type in your URL and receive a free, and easy to understand SEO site analysis.