Resource: How to Improve Your SEO

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As a strategic media planning and buying agency, we negotiate and manage advertising campaigns and work with brands to raise their profiles across multiple delivery platforms. As a part of that effort, we often help our clients improve their SEO either in advance of or in concert with an advertising campaign.

SEO is a long-term strategy and it can take a while before you see noticeable results. But in time, it will build brand awareness and boost your company’s search results. Embarking upon an SEO initiative can provide you with some great data that can help not only improve search results but also paid advertising campaign engagement. SEO offers a ton of information on which keywords will drive search results for your company. Finally, an SEO initiative will help you learn more about your target audience to more effectively reach and connect with them.

What is SEO?

SEO stands for search engine optimization. It is the process of increasing web traffic from free, organic, editorial or natural search results on search engines like Google, Bing and Yahoo. The goal of SEO is to increase the quantity and, even more importantly, the quality of traffic to your website through organic search engine results.

Now that you know the what, it’s time to get a better understanding of the how. In our latest SlideShare presentation, we map out seven areas you can focus on to optimize your website for search engines. Here’s a brief outline:

  1. General SEO Rank. SEO experts assign websites with a homepage score to show where your website ranks vis-a-vis the search engines and overall internet effectiveness;
  2. High Volume Keyword Search Ranking. You want your website to be served as high up as possible on page one when a person searches for high-volume keywords;
  3. Images. Website images must be properly tagged in order for Google bots to interpret them correctly;
  4. SEO Metrics + Backlink profile Ranking. Websites are measured using SEO metrics that tell us how many times a URL is linked to other sites. This backlinking score is connected to a website’s trust flow with Google;
  5. Citation Building + Directory Listings. Building citations and updating directory listings will improve your backlink score as well as your trust flow with Google;
  6. Overall Site Performance. SEO is also affected by your website’s performance on both desktop and mobile platforms; and
  7. Mobile Site Performance. With mobile device use booming, the need to optimize your website for mobile is more important than ever!

For more details about how to improve SEO for your website, take a look at our SlideShare presentation.

And if you need help with SEO or are thinking about launching an advertising campaign, get in touch. We’d be happy to guide you through the process step-by-step.

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.