Arkham SEO - Ongoing optimization services Cleveland, OH

Ongoing Optimization / SEO

Cleveland SEO Services | Ongoing Website Optimization

SEO is not static, nor is it intended to be a “set it and forget it” type of process. Your website, along with its code, should be organic enough to respond to the change in user behavior.

Arkham SEO - Ongoing optimization services Cleveland, OH

Ongoing optimization services for small businesses in Cleveland.

Goals are in all likelihood going to undergo some manner of change throughout the course of your website’s lifecycle. Since it’s inevitable that your goals will change as your market and industry changes, so will the strategies to enable your company to continue to grow. Which of course trickles down to the various tactics that you’ll need to employ to maximize opportunities for exposure as well as increase the number of potential customer touch-points. Ongoing optimization is an all encompassing effort to make sure your website is in a position to effectively meet and respond to those changes.

Google Webmaster Tools

Once your site is validated via Google Webmaster Tools, it will begin to collect data and help identify any issues that relate to search engine optimization. Some of the data we tend to play close attention to is:

  • Errors (404s, 501s)
  • Additional crawl errors that pop up when Google tries to crawl your site
  • Queues to how your website, products, keywords are performing in search

Part of our process includes making sure that Webmaster Tools is tied into a Google Analytics property and your Analytics property is configured properly.

Action Items

Just monitoring data isn’t enough. There needs to be some actionable insights that you can take to your next meeting or better yet, that jumpstarts work on some different strategies to respond to what’s going on with your users and your website. We can help identify problem areas and work with your IT team to fix problems with indexing, duplicate content, manual penalties from Google. Our goal, as the process implies, is continual process improvement to help feed your website with all of the goodies that keep existing users coming back and new users finding out how truly awesome your socks are.

Scanning AND Testing

Part of our ongoing optimization process is to set-up a series of goals and some actionable items that will help us along the way. We use a combination of tools to regularly scan your website for the good, the bad and the truly concerning items that require immediate attention. We aim to identify problems with pages and sections of your website in an effort to remove any sticking points or barriers that may hinder the user experience.

For example, mobile devices are picking up speed to the point of nearly surpassing desktops as the first user touch-point regarding search. People are using their phones to browse and research, then once they reach the office or their home, completing their sock purchases on a different device. We look at the experience you are trying to create for your mobile users and look for ways that can be improved.

Questions about what ongoing optimization is and what it can mean for your website/business?

Hop on over to the contact page and let us know!
Arkham SEO - Optimization audit Cleveland, OH

SEO & Website Optimization Audits

Cleveland SEO Services | Search Engine Optimization Audits

Before getting started with any conversation about what search engine optimization might mean for your Cleveland area business and website, we need to uncover what we’re working with FIRST before attempting any kind of strategic planning or growth hacking (one of our favorite industry buzz words that have popped up in the past couple of years). In order to get that process started, we need to paint a series of pictures from the following vantage points through our optimization audit process:

  • Your organization – what is the website trying to accomplish and does the site help fulfill or support your goals?
  • Your customers – who are they and does your website communicate, solve or provide potential resolutions to their search queries?
  • Stakeholders / users – non-consumer/customer/client website users or those who have a vested interest in the website’s performance?

What Does A Search Engine Optimization Audit Look Like?

Arkham SEO - Optimization audit Cleveland, OH

What an optimization audit can mean for your small business in Cleveland, OH?

With more than 200 ranking factors that comprise Google’s algorithm, an optimization audit examines both the visual and non-visual elements on a website as well as the technical aspects on the back-end. The goal of the audit is to highlight potential barriers in creating a positive user experience as well as issues that may negatively impact your website’s effectiveness as a lead generator, sales, marketing and promotional tool.

Accessibility

The first section of the audit is a deeper dive into the elements that impact accessibility. Has the site been indexed? Any impediments to having the site crawled? Speed, responsiveness, load times are all examined in this first section.

SEO Technical Audit

This section looks for functionality issues that might create a level of tension between the user and the website. Does the navigation work and does it follow a logical progression from information to conversion funnel.

On-page SEO Factors

A website is more than a pleasing landing page, it’s the sum of all it’s parts, this section aims to identify and make recommendations on how to improve the individual pages on the site.

Content Optimization

In the “eyes” of search engines, Google specifically, content has emerged as one of the single most important ranking factors on a website. Looking at relevance to search, does the content on the website create value for a user and provide the best possible solution or summation for user queries.

Backlink Evaluation

While backlinks are important signals for search engines in ranking where a site falls in terms of authority or in comparison to potential competing websites, it is more important to examine where those links originated. In recent years, Google has been adjusting their algorithms to assess the “value” of backlinks. Directories, article sites, comments in blogs with anchor text, have all been dealt harsh penalties due to the lack of their linking strategy creating any real value. This section aims to identify any of those low “value” sites and links.

Looking for more information on some of the terms used on this page? We’ve created a SEO / search engine optimization glossary as a quick guide reference for our clients.

Questions about what an SEO audit is and what it can mean for your website?

Hop on over to the contact page and let us know how we can help!
Arkham SEO - MOZ keyword tool screenshot

How To Perform Keyword Research For SEO & SEM

Cleveland SEO Services | How To Perform Keyword Research For SEO & SEM

In an effort to give our both our SEO (search engine optimization) & SEM (search engine marketing) clients a sample process on how to perform keyword research, it’s not a complete “to-do” but it’s intended to show that there’s a little rhyme & reason to what they’re signing off on.

We’ve had more than a few clients talk about “reading a few things” & “trying a few things” over the years, but the end result wasn’t what they were hoping for. There are a whole myriad of issues that we heard like:

  • Adwords was too expensive, paying for every single click.
  • Most of the people who clicked on our ads never picked up the phone or filled out the contact form.
  • SEO takes way too long.
  • These SEO agencies expect us to sign 6 month contracts with no guarantees.

Then came the issue with the reporting, the monitoring & the management of all this stuff. But there was a common theme that started to emerge & that there was, at some point, a hiccup in communication that took the client out of the loop so they lost track of what was being done. So we figured, what better way to give them peace of mind than to give them something they could follow along with & try for themselves. Whether they actually put it into play, well, at least they had some information to mull over.

In no particular order, here’s a few of the steps from our Keyword Research & Discovery process whether your running PPC ads via Google Adwords or an SEO campaign to improve your organic ranking:

Step 1

Review seed keyword list (should have been provided during pre-PPC consult/questionnaire as “keywords you would like to target”). Usually like to create a workbook in either excel or Google sheets to keep a running record of the process. So the first tab would be the “seed keywords” & each step or new area of research would be dropped into a new tab.
Step 2 

  • Review list of potential keywords provided by client
  • Run initial list through the Keyword Tool in Google Adwords Keyword Planner
  • The keyword tool will spit out combinations of potential keywords, volume, competition & top of 1st page bid estimates.
  • Run list through a QA check:
    • Does the keyword describe the client’s process, service, business or product.
    • Is there enough search volume that the client might lose budget on wasted clicks for PPC campaigns?
    • Are they still relevant? Potential for a secondary list or better served as a negative keyword?
    • Review the keywords that remain in the list, start grouping related terms together to create keyword themes.

Step 3 

  • Review list of potential keywords provided by client
  • Run initial list through some tools like ubersuggest, TLKT, keyword.io
  • Run list through a QA check
    • Does the keyword describe the client’s process, service, business or product.
    • Is there enough search volume that the client might lose budget on wasted clicks for PPC campaigns?
    • Are they still relevant? Potential for a secondary list or better served as a negative keyword?
    • Review the keywords that remain in the list, start grouping related terms together to create keyword themes.

Step 4 

  • Run Website through Google AdWords Keyword Tool
  • The keyword tool will spit out combinations of potential keywords, volume, competition & top of 1st page bid estimates.
  • This should also kick out some recommendations that relate to potential categorization for campaigns & ad groups.
  • Run list through a QA check
    • Does the keyword describe the client’s process, service, business or product.
    • Is there enough search volume that the client might lose budget on wasted clicks for PPC campaigns?
    • Are they still relevant? Potential for a secondary list or better served as a negative keyword?
    • Review the keywords that remain in the list, start grouping related terms together to create keyword themes.

Step 5  

Once this list is reduced down, there should be a rough framework for campaigns, ad groups & keyword groups for your PPC campaigns. Those potential keyword silos & themes could be used to sprinkle throughout your content or be used as the basis for reworking what you’ve already written.

Step 6

From the initial questionnaire, client should have also provided a few of their closest competitors:

  • Locate the competitors websites
  • Copy URL & drop into the “Advertising Research” section in SEMRush (doesn’t have to be SEMRush specifically, there are other sites like Ahrefs & Majestic you can use to gather competitor data. Google Search Operators are another great way to mine for data.)
  • Export results out of SEMRush into a spreadsheet
    • Copy tab over to existing workbook
    • Compare results
    • Add additional keywords where appropriate (initial research tab, secondary keywords tab & negative keywords tab)
  • Repeat the above steps for their top 3 competitors that occupy a similar advertising space

Step 7

For PPC, once you’ve run those results, sorted & filtered the keywords, we look towards working in some values against your current budget:

  • Break down budgets into:
    • Campaign Budget
    • Total monthly budget allowance / the number of campaigns = monthly budget per campaign
    • Daily Budget
    • Monthly Budget per campaign / average number of days in the month that the campaigns will run = the daily campaign budget

Step 8

Again for PPC specifically, now that the rough numbers have been figured out per campaign, run each campaign through Google Traffic Estimator (another freebie tool from the Googs within the Keyword Planner):

  • Make sure you set Maximum Daily Budget to reflect spend
  • Use as few broad keywords as possible
  • Remove keywords with a high estimated cost per day
  • Select best the best keywords based on the following:
    • Estimated average CPC
    • Estimated Ad positions
    • Estimated Clicks / Day
    • Estimated Cost / Day
  • Further optimization points to consider when dealing with budgets.You can typically extend budgets by paying attention to these areas:
    • Experimenting with match types
    • Device targeting
    • Location targeting
    • Adjusting ad schedule – Most business are only open for a set number of hours & therefore only have staff to answer the phones during those operating hours.
    • Average number of weekdays or business days for clients during the month is 22

Questions about what our process can do for your business? Looking for an agency partner to handle your digital marketing, SEO or SEM? Or maybe you found a couple boxes of old comics in the attic that you don’t know what to do with?

Hop on over to the contact page & let us know how we can help!