SEO is the lifeblood of a company’s presence online. Your website has to take full advantage of SEO if it is to be seen and engaged with. But your company isn’t expected to know what SEO is and the most common scenario is that you bring in a company or individual from outside to create what is commonly known as an SEO campaign for your web presence. This process should take some time because, while it is easy to rush in and try and get your company to the top spot in Google, any quick gains rarely last. A good, consistent SEO campaign builds long-lasting benefits for your position in search rankings. And this means finding an SEO specialist(s) who knows what they are doing.
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The first action that the SEO specialist will take is to carry out an SEO audit. Like any large project that has important ramifications and outcomes, the specialist will want to know where you are at as a company online, and what you need to do to move forward. This means carrying out a comprehensive SEO audit that will afford them a clear view of your strengths and weaknesses, and to create an action plan that will help to improve your ranking.
Keywords Come First
Firstly the SEO audit will focus on the keywords you are currently using for your website. The main aim here is to ascertain which keywords you are currently ranking for. This will involve some discussion with whoever is responsible for the keyword strategy within your company. Once the keyword strategy you have been using is identified, and the keywords you are ranking for have been noted, the SEO audit will then move onto assessing the keywords you want to rank for.
Then the audit will assess how well your competitor’s rank for the same keywords. The audit will ask for a lot of information about your keywords and in particular about how you came about them. The general practice then is to conduct some keyword research also, so the SEO specialist will be able to tell you if you are aiming for the right keywords. Once all the correct keywords are in place you will be in a better position to create content that will rank for you.
When choosing an SEO specialist, remember to focus on finding a company that has a good website in the first place. If they are not ranking highly, it does not bode well for your efforts.
SEO does have a lot of benefits, but at the same time the algorithm for search engines change so drastically that you consistently have to look at your SEO strategy to rank well for particular keywords. With the introduction of social networking in the last few years, I think your SEO strategy greatly depends on how much social prevalence you have on the internet. It is hard to maintain high rankings on search engines due to the changes so I recommend never putting all of your eggs in one basket no matter how good you think your or a company’s SEO skills are.