What Do SEO Marketing Companies actually do?
Brands engaging with digital marketing companies are quite intrigued by what happens in the back end to raise their positioning on SERPs. Many may think that it is easy to get a ranking boost. However, the toil and effort that goes into improving a customer’s online visibility is a pain that can only be known to an SEO agency.
At the very base level, clients know that SEO agencies help to improve the visibility of the digital business and help them earn more business inquiries to boost their online revenue generation potential.
This will lead to another query – how this can be accomplished. Here the explanation will go into technical aspects. But there are three broad categories of tasks that constitute a well-framed SEO campaign:
1 – Pushing fresh and compelling content for helping the readers
2 – Adding relevant and meaningful backlinks to improve industry authority perception
3 – Monitoring performance of SEO campaigns, carrying out A/B testing, and then re-configuring the campaign based on what works best for a particular client.
The SEO agency will tweak these 3 areas and give emphasis to one over the other, based on the line of business and the target audience profile for the client company.
Interested to do a deeper dive about what an SEO company does? Then read on and be informed about the various activities and tasks they are entrusted with in order to enhance the rankings on SERP originating from their target audience
1.Initial briefing and needs assessment
The very first step an SEO expert will take is to get a proper briefing from the client. They will seek to understand what you do, your products/ services, your potential customers, target market segmentation, and current site architecture. Every client is different and every client’s business need is different. Hence there cannot be an off- the- shelf solution that will work for everyone. It is true that what will work for one client, will not work with the same degree of success for another client. The dynamics of each business mean that the SEO agency will need to be on their toes to understand what every client does and then offer bespoke solutions.
*Keyword research to find out the right keywords to target a particular set of audience
*Checking Google Analytics to see what the strong points are and what areas need to be worked upon
*Assessing Google Webmaster and embedded links within the website
*Exhaustive assessment of the site architecture
2. Base level Optimization
Now that the SEO agency is clear about what needs to be changed and what points to focus on, it will get going with building SEO strategies. It will list down the tasks needed to be done and their potential outcomes. It will also classify a particular task as a one-time activity or an on-going activity. This will become a roadmap for all future activities and guide the teams to know what they must do for a particular SEO campaign.
So, the designer will focus on web re-design so that all elements are optimized for SEO, while the web developer will see if all meta tags are taken care of and that Google bots will know what is needed.
Ideally, the onetime activity needs to be done first and then the agency will move to the regular/ periodic activities needed to gain a higher SERP ranking on search engines.
Some of the activities involve the below –
*Link optimization – careful examination of all the links will show which links are spammy and which ones are genuine. All spammy links or links that aren’t relevant to the company will be removed.
*Website re-design – Image optimization, code optimization, content optimization, and site speed optimization – all elements of the text are re-configured to meet the white hat SEO and Google norms.
3. Link Optimization
Link building is one of the key tenets of good SEO practices. SEO agencies know that as compared to on-page optimization techniques like adding meta tags, link building is not a one- time activity. Link building is a continuous activity. It might happen that a site to which your website may be linked to would have had good authority some 6-8 years back, but right now it is not an authoritative site. The SEO expert will weed out such sites and add backlinks to sites that are currently popular on Google rankings.
In order to avoid stagnancy, Google constantly needs to be fed with new and fresh links to know that your site is still reliable and deserves to be ranked higher even in the present context. Perhaps this need for constant validation is a reason link building emerges as a never-ending activity. There are many ways to build a link and those are:
*On-going link monitoring
Content is the one element that connects the brand with the reader. Be it text, images, or videos, the right, relevant, and meaningful content will always elicit a higher degree of engagement from your target audience. It is interesting to note that the first step of link building may coincide with content creation. But that is fine. Link building often necessitates the creation of fresh content. In this phase, there are 3 broad areas that the SEO agency focusses one
5. On-going monitoring of SEO campaigns
There is a list of KPIs that an SEO firm promises to deliver on. After rolling out the campaign, the agency needs to be on the constant lookout for these KPIs. If any part of the campaign is diverting from expected outcomes, then the agency needs to take concrete steps to bring it back on track. If any aspect of the SEO is delivering great results across a specific area or region, then the agency can roll out a similar plan to other areas within the country or outside the country if desired.
Such real-time actions will be possible only when the company is in constant touch with the performance of the SEO campaigns
As seen above, an SEO agency has a wide varying range of tasks to be implemented in order to improve the client’s online business ranking.