We are working with several very large companies on improving their organic search visibility right now and are genuinely surprised at how much their previous search engine optimization is costing them, not gaining them. They were literally paying firms that were hurting their optimization.
One company built a farm of domains then popped up short pages with every keyword combination available, and cross-linked all the sites. The result was a mess of domains, brand confusion, and terrible search engine results. We migrated and redirected all of the domains into one, then built out very informative pages for each topic… and within 90 days we are not ranking well above where they were.
If your SEO consultant’s optimization consists of any work outside of attracting and improving the experience of the visitor, you’re probably getting yourself into trouble. Douglas Karr, Highbridge
This infographic from Dot Com Infoway does a fantastic job of segmenting and prioritizing the work you should be doing if you hope to gain visibility:
- Mobile Responsiveness – as more and more search engine users are utilizing mobile, ensuring you are optimizing for the mobile user is critical, including reducing your mobile page speed and using Google AMP.
- Local Results – we’ve been sharing for years that local search visibility helps national visibility but it’s still amazing how many companies ignore this great opportunity. Ensure your company is listed properly on Google for Business and use citations (NAP – Name, Address, Phone Number) on every page of your site.
- Quality Content and Links – this is where great consultants thrive and terrible ones get you in trouble. Your goal should be building out great content (like infographics) and pitching them to relevant sites that display them (like we’re doing for DCI). This infographic is of value to our audience so it makes sense to credit them by linking back to their site. However, just placing ad-hoc backlinks on irrelevant, poor quality domains isn’t going to get you anywhere.
- Promotional Strategies – building out multiple content formats (audio, video, infographics, micrographics, socialgraphics), beating your competition, disavowing unwanted links, promoting brand mentions, providing answers online, generating social media buzz, optimizing for voice searches and keeping your site mobile ready are all great strategies to promote your content.
Here’s the infographic, Google SEO Ranking Factors and Promotional Strategies for 2017: