Search Engine Optimization Roadmap

Ranking Higher is an Art and a Science

Some SEO agencies don’t tell you exactly what they are doing for your website. We are not that type of agency. We want to be clear about what we will deliver for you. This checklist is the foundation of every custom SEO strategy that we create for our customers. When we analyze your business and create a plan for your website, we start with this list of necessary action items. Some of these techniques, tricks and best practices need to be done monthly, and some need to be done quarterly. We are happy to talk through the details of all of these steps with you at any time. Search Engine Optimization is what we do, and this roadmap is how we do it. 

Snapshot of Our Monthly Checklist

Technical SEO Basics

  • Technical Site Audit
  • Ensure Clean and Simple URLs
  • Ensure Sitemap and Robots.txt are accurate
  • Install Google Analytics and Search Console
  • Check for Mobile Friendliness

Google and Directories

  • Implement and Optimizing Google My Business
  • Ensure NAP(Name, Address, Phone) is Accurate
  • Submit Business to Directories
  • Monitor and Respond to Questions/Reviews

On Page SEO

  • Keyword Research
  • Optimize Metatitles and Descriptions
  • Add Structured Data Markup
  • Optimize Content
  • Add Image Alt Tags

Technical SEO Phase 2

  • Identify Priority Problems from Audit
  • Check Page Speeds and Optimize
  • Identify and Fix Broken Links
  • Identify Duplicate Content
  • Check Backlinks for Link Spam
  • Pursue Unlinked Mentions

Content and Keywords

  • Adding Notable Reviews
  • Add Blurbs from Featured Articles/Posts
  • Blog Creation
  • Article Writing

What do these SEO terms mean?

We are glad you asked, let's cut through the jargon

Technical SEO Basics

These steps are basic requirements for any serious SEO campaign.

The site audit is the beginning step for any SEO strategy. This shows us where the major problems are and where we should focus most of our attention. If you want a free site audit, click here and we will send you one.

URLs need to be static, readable and logical. The URL structure acts as a waterfall from your core website down to the subfolders and webpages deep within your site. It is important to structure URLs is a way that is optimized for web crawlers.

The XML Sitemap and Robot.txt files tell the search engine crawlers which pages should be checked and indexed. Any mistake in the robots.txt file can harm your site by not allowing the web crawler to visit every page on your webite.

Setting up Google Analytics and Google Search Console is a must have (free) tool for all our websites. Google Analytics shows all of the data for your site (traffic, demographics, etc) and helps drive better marketing decision. Google Search Console helps track specific keyword ranking for the website and informs us about what Google reccomends to improve the site.

We test all our websites for how customers will see when they visit the site from a phone or mobile device. 52.2% all web searches happen on mobile devices and we ensure that all our websites are properly optimized for mobile performance.

On Page SEO

On Page SEO is where we go "under the hood" for each webpage and optimize every page of the website

Keyword research tells us exactly what consumers are searching for when they search for your type of business. This helps us use current market data to target the exact keywords that we need to put on pages in your website. Keywords cannot be assumed and must be throughly researched so websites don’t target words where there is no search traffic. 

Meta Titles are what search engines see when they crawl (or search) for your website. Title tags need to be relate to the actual content of the webpage and also coherent for consumers to read. It’s both a science and an art. readable and logical. The URL structure acts as a waterfall from your core website down to the subfolders and webpages deep within your site. It is important to structure URLs is a way that is optimized for web crawlers. 

Adding Schema to your website is another way of telling search engines what your site is about. Imagine Schema as a filing cabinent where every folder has a label on it. By reading the label, you already know what is in each folder. Search engines use Schema in the same way that we (humans) use labels for folders.

The content on webpages can be optimized by adding keywords inside the content. Additionally, content can be configured in a way that Google can read it as a “Snippet”. This gives the content a chance to be ranked on Google as the marquee answer to a consumer’s searched question.

Have you ever used Google images? The images you see that rank high have well written alt tags. Many images online don’t have alt tags in their metadata. This means that search engines can’t “read” the image. We want to make sure that all images have descriptive alt tags.

Google and Directories

All things Google and adding your business to directories to extend your online reach

Google My Business is Google’s official way to “learn” about your business. This is the first stop in setting up businesses to rank well in Google’s search algorithm. This is where we put all of the basic information (Name, Service, Location, Hours, etc.) about businesses into Google’s databse.

The business name, address and phone number need to be the same across all websites, directories, social media. It sounds simple, but is often overlooked, and penalized by search engines.

Yelp, Bing, Yellowpages, and other business directories other ways that consumers can find out about businesses. This also provides more links pointing to your website. A strong SEO campaign will optimize an entire businesses full web presence and find ways to insert the businesses in as many places as possible with accurate information (and keep that information up to date!)

86% of consumers read customer reviews before they decide to hire/buy from a local business. Responding to reviews show customers that you are active and engaged with your business. It also creates another connection point that customers can have with your business.

Technical SEO Phase 2

These ore more SEO steps required for your website to rank higher than ever

Monthly site audits help us identify what specifcally needs attention on your site. Often, even the best websites have bad links that are hurting webpage rankings. Site audits show any software that needs to be updated in the CMS, or other SEO related problems that require attention.

Page load speed is one of the data points that Google uses in it’s algorithm for ranking. Page load times can be slow due to heavy pictures, or other data that the webpage is holding. It is important to test every page of the website for crawlability and speed.

Broken links are frustrating to customers, and ruin the reputation of your business. If a customer clicks a link on your website, it’s important that they can find exactly what they are looking for.

Website that have multiple URLs with the same content raises a red flag to search engines. Crawlers don’t know which webpage to prioritize, and therefore hurts the performance of the website. We want to ensure that websites have original content across all pages.

Backlinks are when another website links to your website. Often, those backlinks are spam and need to be removed. Any forum or comment box on websites will collect spam links and need to be removed often.

Unlinked mentions are halfway earned backlinks. This is when someone mentions your company or brand, but does not link back to your website. Backlinks are crucial for SEO, so we want as many good backlinks as possible. We want to find places where customers mention your company and then send them the link back to your site.

Content and Keywords

Content is king and the steps below are low hanging fruit to improve your website

Customers often leave reviews for your business on forums such as Google, Yelp, Home Advisor, etc. Great reviews are the gold standard for word of mouth referrals. We can take the “word of mouth” method and feature the great review on you website.

When a news organization or other influencer mentions your business, we want to capitalize on the publicity by adding the blurb to your website. This further establishes your credibility in the mind of your customers.