What is Search Engine Optimization?
Search engine optimization (SEO) is the art and science of driving targeted traffic to your content or website organically from search engines. Our SEO programs are rooted in deep, audience-driven data, competitive analysis, and research which ensures that our campaigns are driving high-quality traffic with a higher likelihood to convert on your website. We focus our SEO strategies on connecting you with your target audiences in a meaningful and relevant way.
Why Does It Matter?
Sixty percent of all traffic on the web starts with a Google search. If you add in traffic from other popular search engines, like Bing, Yahoo, and YouTube, 70.6% of all traffic originates from a search engine. You want your website to be at the top of the most relevant and meaningful search engine results, driving brand awareness as well as meaningful action.
DISCOVERY & STRATEGY
Technical SEO Audit
Our initial evaluation of the technical SEO health of a website allows us to understand and prioritize opportunities, ensuring the site is easier to read in the eyes of search engines.
An organic keyword strategy is the backbone of a strong SEO program. Without a keyword strategy, SEO efforts could be wasted optimizing the site for terms that are irrelevant to your audiences. This is why we take a data-driven approach to determining keyword terms for your business that your audiences are actually using.
Content Gap Analysis/Content Strategy
Content is the lifeblood of SEO. To determine where there are opportunities to improve existing content or create new content to draw relevant individuals to your website, we use proprietary tools to analyze the current landscape, including your website and your competitors’ web properties.
Our team of SEO experts will analyze your competitors’ web properties through an SEO lens to understand areas of opportunity for capturing untapped web traffic and, ultimately, market share. The competitive audit will include specific immediate action items and opportunities for “quick results,” as well as recommendations for longer-term SEO successes.
It is vital to understand what data will be responsible for accomplishing organizational goals, what is being recorded and how accurately that data is being recorded to ensure that your audience or customer journey can be properly tracked and optimized against. Our audit process is tailored to meet your needs based on organizational goals and existing user behavior.
On-site content optimization allows your website to work harder by finding all the possible ways to rank higher for the targeted keyword terms, ultimately driving the right type of traffic to your site. Once the keyword strategy is developed, priority pages will be identified based upon historical data, as well as business goals and objectives. From there, our team will implement on-page optimization using current best practices in lockstep with the keyword strategy.
Our expert storytellers and creative services team will develop engaging content in alignment with SEO best practices that not only captures an audience’s attention and drives action, but also speaks in the same terms and vernacular of your target audiences.
Local Listing Optimization & Distribution
Local search engine optimization is an effective way to capture the attention of users that are searching online with an in-the-moment need. Accuracy at scale matters in local search, and we leverage both technical and keyword strategies with local platforms to help achieve this efficiently.
Based on your organizational goals, CenterTable will create a measurement framework that outlines the specific types of exposure, engagement and conversions that we will be measuring to gauge the success of any SEM program.
Reporting Against Key Performance Indicators (KPIs)
Determining the appropriate KPIs to track will allow us to monitor the metrics that lead to organizational results, providing us with a True North to guide any SEM program toward success.