SEO STRATEGY GUIDE

Blogs are an excellent way for your website to continue producing content to show Google and other search engines that you have fresh, relevant, new content on a regular basis. This is good for search engine rankings. It’s also common for users to find your website this way because blog content covers a wide range of topics users might be looking for—even if the user isn’t your prospective customer, per se.

When users find your content and spend time on your pages, the search engines recognize that your website is providing valuable content related to the topic (and relevant keywords on your page). Google et al rewards your website for this by improving your page’s rankings in the Search Engine Results Pages (SERPs).

MediaMark Spotlight’s content writers develop high-quality content about topics you propose that are relevant to your business. We conduct keyword research related to the topic and write compelling headlines. You approve the content, and we publish it on your website. We then promote the blog post through a variety of methods, including email to your distribution lists and social media posts to your followers. This drives people to your website, which increases brand trust and loyalty, and increases engagement across the board.

All ships rise with the tide when it comes to SEO and web pages. the tide when it comes to SEO and web pages.

You know that little line of text, usually a sentence or two you see when your listing comes on the Search Engine Results Pages? That’s your meta description, also called the Google Summary.

We identify a strong keyword phrase, based on keyword research, competitor analysis and consultation with you—because you know your business the best—to incorporate into your main page meta description. This will help best summarize your website and help users determine if they’re in the right place.

There are meta descriptions for every page of your website. We do keyword (KW) research for all those other pages and identify which keyword phrases you have the best chance of ranking for organically on the first page of the SERPs—and that’s the KW phrase we go with for that page (or “pillar of content” per previous section).

There’s nothing magical about meta descriptions.

Then we give it about 60 to 90 days. That’s about how long it takes Google and the other search engines to “spider” or “crawl” your site and notice all the changes we’ve made, and determine where to rank your pages.

Then we take another look and see how your pages are ranking based on what we estimated. Sometimes we hit the mark. Sometimes we don’t. That’s how SEO goes—and no one can make promises because Google is always changing its algorithm. However:

When you apply best practices and you bring integrity to content creation on the web, you will (generally) be rewarded!

Do you know what keywords your competitors are ranking for or how strong their performance is in the SERPs? We’ll take a look and show you! And we’ll o er guidance and strategy, incorporating our insights into content creation, revision, and on-page and off-page SEO.

What keywords is your website currently ranking for? Maybe you’re getting some traction with some KW but not the ones you really want. Or maybe you’re trying to rank for KW that are too competitive. We’ll take a look at how your pages are performing. We’ll keep what’s working and transform what’s not.

How much tra c are you generating and is it increasing month-over-month, year-over-year? Are there any insights we can glean about your potential customers based on analytics reporting? What questions should we be asking?

Once we have made changes to your website and have implemented Creative Pod services, we expect to see steady growth and improvement over time. We’ll explore and discuss this with you on a regular basis.

We use a variety of SEO tools including Google Analytics, SEMrush, Moz, and others, to track and monitor page and brand performance.

In recent years, digital search has changed significantly as more users search via mobile and voice-activated devices. MediaMark Spotlight has changed along with and ahead of this curve as many millions of websites remain outdated and following old methodologies regarding content creation and search.

We identify “content pillars” based on your lines of business and, if applicable, existing content. We audit your existing content, identify its strengths, and look for opportunities to develop complementary content related to those content pillars. We then look for topics around which to create “clusters” of other topics. This often looks like:

• Creating new blogs with the same keywords as existing topics
• Re-organizing content so that all content related to that topic resides together

Remember: All ships rise with the tide. Same idea!

SERP Features include things like Featured Snippet (that little block of information that appears at the top of Google SERPs, that’s the “best answer” for the question a user asks when searching). Other SERP features include Google Reviews, FAQs, People Also Ask, and more.

One organic search strategy we employ at MediaMark Spotlight is structuring web content to answer questions users are asking when searching. By structuring content to answer questions, your content has a better chance of appearing as an SERP Feature. Not every page lends itself to this format but we make sure to employ this tactic as part of our overall SEO content strategy.

Think about the way you search for information nowadays. Many users ask Alexa or Siri or Google Home where the nearest XYZ is and who the best ABC is. We speak in complete sentences and expect the voice assistant to pick up on web content that way.

Therefore, web content must also take this type of search into consideration.

Simple keyword phrases aren’t the only way users are finding your pages. They may be asking a long-form question—which means your web content must be structured to e ectively answer that question, in order to compete with other websites.

At MediaMark Spotlight we take voice search into consideration as we’re crafting your web content or revamping what’s already on your pages.

Every page of content needs to have the end user in mind. Do you know what users are doing once they land on one of your web pages? And are they coming back? We’ll look at how your pages are performing and how we can improve content, visual design, calls to action, and user experience.

People talk about backlinks as if having thousands of backlinks to your site is a good thing in and of itself. But did you know: You can have too much of a good thing, because they’re not as good as you thought they were?

That’s right.

Toxic backlinks are a major problem for brands large and small. Link “farms” and sites that purchase backlinks—just to try to trick Google into thinking you have a lot of sites linking back to you—is NOT the way to play the SEO game. Toxic backlinks can drag down your website rankings and domain authority.

We’ll look at exactly who is linking back to you and whether they’re a good fit for your business or not. If they’re considered “toxic” we’ll request Google disregard them with the Google Disavow Toxic Backlinks Tool. This is an ongoing process that must be constantly monitored and maintained. There’s no way to prevent these types of sites from linking back to you.

Building backlinks with reputable organizations often happens organically. You may already have established some pretty good ones, but if you’re just starting out, we’ll help make those connections for you. Even better, we’ll make sure your on-page SEO is handled so you’re not just relying on backlinks to build yourself up in the eyes of Google.

SEO is never “set it and forget it.” MediaMark Spotlight partners with you to make adjustments as we get feedback and results. There will be peaks and valleys and we will always need to make changes along the way to grow with your business and the ever-evolving world of digital marketing.