Let’s Talk About SEO: Jason Awad, Senior SEO Strategist

Jason Awad, Senior SEO Strategist at Richardson Media Group.

We decided to ask Jason Awad, Richardson Media Group’s Senior SEO Strategist, some popular questions about SEO. He was kind enough to share his expertise on keywords, site structure, and everything else that makes up a strong SEO campaign. Keep reading to hear his thoughts on what he likes to keep in mind when building an SEO campaign at our SEO agency in Portsmouth.

What are the Keys to an Effective SEO Campaign?

There are plenty of factors to consider when coming up with an effective SEO plan, which can include:

  • Keyword Research
  • Content Optimization
  • User Experience & Web Design
  • Up-to-Date Content

Let me explain…

Keyword Research: Keywords are always going to play an important role for search engine optimization. However, it’s important to target a precise list of relevant brand terms and services, rather than being needlessly broad. Using long-tail keywords with a certain purpose will not only increase your rankings on SERPs, it will also help users find you more for your specific services.

Content Optimization: Using the right keywords to implement into your content is going to improve your organic presence. Nonetheless, it’s also important to add internal links throughout your website and develop a page structure with headings for better readability. You want to create a unique blend of writing not only for users but search engine crawlers, too.

User Experience & Web Design: At the end of the day, we want to make sure it’s easy for visitors to interact with your website. That means creating a clean silo structure. You want to ensure users can easily navigate, discover desired content, and follow a simple journey using the navigation menu. It’s also important to ensure your content is “sticky” so that users will enjoy reading or referencing your web pages.

Up-to-Date Content: No one wants to land on an outdated page. Disengaged users will ultimately increase your bounce rate, and search engines will be less inclined to present your pages on search results. That’s why it’s imperative to keep your content fresh and up-to-date. That also applies to your meta titles and descriptions and adding new, high-quality content to your website. Making sure the information you’re providing is relevant will help you maintain your presence on search engines. Plus, search engine algorithms are constantly updating and focusing on helpful content, so it’s recommended that you stay on top of your web pages.

How Does Website Content Affect SEO?

On the topic of up-to-date content search engines truly take into account the type of content you produce. Are the pages you’re creating answering a direct query? What is the purpose of your content and how does it help others? What types of keywords are you integrating into your content? All of these questions for SEO should be answered within your work. If you’re consistently publishing content that is relevant and trustworthy, SERPs will assume you’re an expert in your field.

Is There Such a Thing as Too Many Keywords?

Yes. Although we would like to rank for every single keyword in our industry, it’s important to consider the practicality of it all. It’s really difficult to rank for every possible keyword in your field. Why? Because of all the competition! This drives home the idea that a concise list of keywords is more valuable than a long list of over-saturated keywords. Within that concise list should be plenty of long-tail keywords or search queries for your services. When we try to create a never-ending list of keywords, it’s more difficult to create content and control the direction of your SEO campaign.

This also goes hand in hand whenever you’re creating new content. Although you want to include as many keywords as you can, you should think about your strategy a bit differently. Try to focus on a list of keywords that are relevant to your topic. And don’t overdo it by keyword stuffing, otherwise your page could look like spam to SERPs.

Arrows pointing to the word audience on a white board.

Does Your Approach to SEO Vary by Client?

Absolutely. Every client is unique along with their individual goals, needs and industries. We also want to meet clients where they are, so we can understand where we go from there. For example, if a client is building a new website, we’ll want to consider their current website and any new pages that would be relevant to their industry and prospects. If a client wants to rank higher than their competitors, then we’ll need to conduct competitive analysis and come up with some strategies to leapfrog them in search engine results. 

Although the goal will always be to increase your rankings and capture as much organic traffic as possible, you want to keep in mind any other goals that could improve their brand awareness and organizational efforts for the long haul.

Chat with Our SEO Company in Portsmouth, NH

Are you interested in starting an SEO campaign? Do you need help optimizing your website? Then we would love to chat with you! Don’t hesitate to contact Richardson Media Group today and get in touch with our experienced paid media and SEO agency.

Anne Richardson

Anne Richardson is the owner and media director of Richardson Media Group, an agency specializing in media planning and buying, advertising campaign management, and SEO.


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Anne outside the door of the Richardson Media Group office.

In addition to her role as owner and media director here at RMG, Anne authors the majority of our blog posts and hosts our BSuite podcast. Favorite topics for both platforms include the entrepreneurial journey, sustainability + social responsibility, media planning, media buying, and forming productive agency partnerships.