One of our core competencies going on 17 years is our ability to perform search engine optimization and get our clients’ keywords as high as possible. At Portland Website Co. our search engine optimization services include on and off page SEO work, SEO consulting, domain name strategy, content development, local search, citation generation, link building, and tag reconciliation.
Search engine optimization is the science of getting search results to factor higher on search engine results pages (SERPs). It involves understanding complex algorithms and creating an SEO experience that has appeal. There are over 200 variables and multiple algorithms that evaluate your website inside Google. By working with experienced SEO professionals at Portland Website Co. your climb to the top can be less expensive and more calculated.
Organic search engine optimization, when done correctly, can drive incredible amounts of traffic to your website. This traffic is actually very intentional and of high value compared to other types of digital marketing. We always talk about the marketing mix in our planning and SEO has a certain place in this mix.
SEO in the Digital Marketing Mix
Many great marketers will talk about mix and the role that mix will create in top of mind awareness, return on investment, and target marketing. SEO has a sold place in the total digital marketing mix and should be evaluated and enhanced early on in the planning process.
“At the end of the day if people are searching for a term related to your business and you are not on page 1 . . . your business just does not exist to the searcher.”
– Michael Dobkowski
Why Should I Maintain SEO?
The harsh reality of every successful website marketing campaign is that they require ongoing search engine optimization services. Why? Generally, this is due to the competitiveness of the keywords being targeted. Logically thinking, if you’re optimizing your website to remain competitive, so is your competition. The difference is in the quality of the website SEO, which should achieve the desired goal of a higher, more stable ranking than your competition.
Search Engine Rankings may fluctuate due to any of the following reasons, which make it necessary to have a monthly maintenance package:
- Search Engine Algorithms keep changing with time as they improve
- Algorithm changes of Search Engines can affect rankings and would need further fine-tuning and treatment of the site in order to restore or improve the rankings.
- Search Patterns and buying behavior of people change with time
- Market Shares of Search Engines change
Ongoing SEO can also be attributed to other factors, such as:
- Continued strive for a higher position
- Continued strive for total site stability (helps reflect algorithm changes)
- Ongoing marketing campaign to broader branding and exposure
- Ongoing performance reporting and analysis
- Ongoing page tweaking for ultimate results and stability
Regardless of how good an SEO is, no SEO company controls the search engines, nor has the secret to them. When the search engines do a major shake-up, generally so do all the rankings. However, there are constants that can be performed on a continual basis to help reflect algorithm changes. This is the exact reason for developing link popularity is important. The more quality links you have, anchored around the web, the more stable your site will become and move as required with algorithm changes. Sites disappear and move when search engines conduct major updates; though, the sites with quality content and stable link structures tend to return and take up their original positions. Without ongoing SEO, sites can tend to slowly creep downwards in the rankings. Why? Because your competition is continually attempting to rank above you, and as such, will slowly push your website off page 1, page 2 and so on.