It is the combination of these on-page and off-page search engine optimization efforts that produces results by eventually driving search listings for a business to appear on Page 1 or Page 2 of the search engine results pages (SERPs) on Google, Bing and Yahoo, which is key to online leads and sales. Once appearing near the top of the search results, it takes continued effort to maintain this position since competition is also seeking the same visibility online and looking to displace all competitors in order to gain as much virtual real estate on your desktop, tablet, and smartphone.

The brief list of activities above shows the importance of content and how Content Marketing has become a huge factor in increasing online rankings to improve natural traffic results while adding more value to online visitors seeking more information on various topics. Content can range from text and video to audio, images, animation, presentations and other collateral. Here is a brief list of content options available: 

We can also provide content resources that have experience in the specific industry vertical needed since we work with various clients in all types of industries to generate leads and sales, which range from legal and medical to retail and contractors. Our writers can even provide a sample piece which we can assemble into small groups of writers to provide options to choose from — before inserting them as part of the content marketing effort. Social Media is itself considered content that advances the brand and it’s messaging and is more than an outreach channel to connect directly to customers, prospects, partners and other key connections since Google and Bing search results can also pull links from key social channels for a business. Therefore, social media is a related component of good SEO management. Reputation Management employs another form of online content by posting reviews and case studies which serve as 3rd party testimonials in support of or against a business, which helps potential buyers for that firm’s services or products decide if they want to also spend money with them. Online reviews have increased in SEO influence since it provides highly relevant insight to a business that is ‘ideally’ user-generated content (UGC).

Of course, we can not overlook content and tags on the business website as being crucial to driving organic search traffic. This can comprise of text, images, videos and other media that can be published on a website. Regardless of all these activities to proper SEO management, what matters most are results. Therefore, proper reporting of online and offline campaigns is key. It is not uncommon for us to get limited lead tracking data on what is working on certain campaigns. This is especially true for SEO programs since other lead generation and branding tactics are engaged such as content marketing, social media and reviews. These efforts merge into the SEO campaign, yet they should be tracked both jointly and separately to properly assess which tactic tends to have higher overall impact, reach and recall. We prefer to apply analytics to all our campaigns, since it helps us better optimize each program and improve them faster to boost results and ROI, since it lets us and our clients know where their money could be best spent.