Raleigh SEO Services Overview
As your Raleigh SEO partner, we’ll help you improve your website’s position in search results so you get more organic leads. SEO has both science and artistic aspects to it, in that there are some things which are easy to quantify, but to actually be successful at it long term, you also have to be able to think out of the box since there’s no one secret formula that is always going to be the right answer. Every client is unique, because your particular industry and the local market in which you are competing are going to have their particular nuances that have to be considered in your overall SEO strategy. Let’s look at just a little of what’s involved in SEO.
Keyword Research and Market Analysis
Keyword research and a local market opportunity analysis go hand-in-hand; neither is actionable without the other. Keyword research is the process of identifying different keywords for your industry that Google might rank websites for. There are specialized tools for performing this type of research and analysis, but there are manual ways of doing the same thing if you know how to do it. A few things to keep in mind:
- Geographic Relevancy. Find keywords relevant to your local area, i.e. with the city names etc. Don’t go after broad generic keywords like “plumbing” unless that’s truly your market, and you are willing to compete against the entire country to rank for them.
- Competition Analysis. Study the actual market opportunity by looking at the level of competition. Don’t start by trying to rank for the hardest terms; pick lower hanging fruit and accomplish ranking results for that first. This will earn you trust with Google when you then go after more difficult terms.
- Value. What’s the value of each inbound lead, and what’s the search volume? That will help you begin to understand the potential cost-benefit to your business by ranking for those keywords.
- Buyer Intent. Some keywords generally have clear buyer intent, such as a search for “emergency plumber” in a certain city. Others might be more difficult to discern. Sometimes there is no easy way to tell, and you have to experiment.
Local SEO has differences from general Internet keyword ranking, since you’re often concerned with ranking in Google maps because it’s known to generate more leads than the normal organic listings. Getting ranked in Google maps is not the same process as in the organic listings. If you’re a local business that serves nearby customers, then Local SEO is what you want. A few things to consider:
- Citations. These are your local directory listings, like the paper directories, but online. Most people don’t know there are 4 primary data aggregators everyone else feeds off of, so making sure those are correct is your top priority.
- Schema. You should be using JSON-LD schema data for your specific type of local business. Google prefers JSON-LD. Microdata format is an acceptable second choice.
- Geo Modifiers. Be sure that you’ve followed good SEO practices in creating the titles, headers, categories, page content, and the overall silo structure in your website to help you focus on the specific geographical areas that matter. This ties in directly with your keyword research. However, be careful not to run afoul of Google’s doorway pages algorithm!
On-site SEO is about things within your website itself that can influence how you get ranked. There are more on-page SEO factors than we could even begin to go into here, but a few things stick out as being top on the list of things that you need to get right.
- Page Load Speed. Your website needs to load fast; test it across PC, mobile and tablet. Caching plugins and content delivery networks (CDN) make a big difference, as well as down-sampling and down-sizing your images.
- Titles and Headers. Getting these right is part of the magic, so we aren’t going to say a lot about it except that you need to be careful throughout your site not to over-optimize. Google is looking for people playing tricks.
- Schema. As a local business, you should be using JSON-LD or microdata format schema data.
- Content. Provide real content. Studies have shown that across industries, top-rated pages have a correlation with longer content. For a local business this may not always be 100% true, but you should have something to say on pages you want to rank. Including relevant videos can be helpful in several ways, especially if they’re actually of you.
- Structure. The structure of your site, or the manner in which the pages are linked to each other, can play a significant role. The best silo approach can be a matter of debate, but it definitely varies based on the industry and services you provide.
The bottom line with SEO is this: don’t spam. Once upon a time, people just spammed a bunch of over-optimized anchor texts at their site and that got them to rank, but in this day and age it could not only get your site de-indexed in Google, but you could even get your account revoked entirely if you make a habit of trying to abuse the system. They’re a private company, after all, and if try to take advantage of them, they aren’t going to like it, so the best advice on SEO is to pursue white hat, legitimate methods of getting the word out about your company. When succeeding matters, contact your local SEO Raleigh-based experts at Cerebella Marketing, or simply complete this form to request an analysis and see where you stack up against the competition.
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