Search Engine Optimization (SEO) is one of the most requested campaigns from local and regional businesses. Usually, most businesses know very little how it works. They are told or have read that they should be doing SEO to drive traffic to their website or they are motivated to avoid paying for clicks and sales to Google, Bing, Yahoo, Facebook, LinkedIn and many other online destinations. The reality is that SEO does work. However, it involves active participation from clients to improve results, which range from reviewing upcoming content posts to adding or approving text and visual media on their website and social channels to encouraging clients to share positive reviews. Additionally, getting meaningful SEO results takes time. Most clients are not patient, even when they believe they are, to see SEO efforts generate leads and sales. It is not as efficient as Pay Per Click (PPC) or Product Listings Ads (PLAs) since those are paid advertising approaches that post immediately. We note all this as a word of caution before launching an SEO campaign since these commitments to time and active involvement are not minor details, but a key ingredient to successfully building online organic traffic.
There are several components to SEO, which can be grouped into on-page SEO and off-page SEO. Tweaks to the back-end of the website, hosting and the visual front-end that web visitors see are all on-site SEO activities. Several of these activities, if followed properly, have the additional effect of contributing towards a website meeting ADA compliance. Off-site SEO are activities outside of the website that directs traffic and builds awareness and discovery by appearing properly on lists and directories, topical posts on social media and industry sites, helpful video and images on platforms like YouTube and Pinterest, testimonials on social channels and review portals, valued blogs on related websites to a similar audience and many more efforts, which are quite time consuming.