Welcome to our frequently asked questions or FAQs section on Search Engine Optimization (SEO).
Our goal is to provide clear, concise, and helpful answers to the most common questions about SEO, in order to help you understand the overall value to your business and the role our consulting services would play in that process.
Understanding SEO
What is Search Engine Optimization (SEO) and why is it important for my business?
Search Engine Optimization or SEO is the process of improving your website’s visibility on search engines like Google and Bing.
When someone searches for products or services related to your business, a high search ranking means they’re more likely to find your website and/or blog content – and more likely to click through to visit your product or service offerings!
SEO is like a digital signpost that directs potential customers to your online storefront. The more visible your sign is, the more “virtual foot traffic” you’ll receive.
For a small or medium-sized business (SMB), a strong SEO strategy can level the playing field, allowing you to compete with larger companies without a massive advertising budget.
What is a Search Engine Optimization (SEO) Specialist?
An SEO specialist is a professional marketer who specializes in the art and science of Search Engine Optimization.
Their number one duty is to help a company’s website/blog increase its keyword rankings in the SERPs (search engine results pages) to get more organic traffic leads and paying customers (sales).
See the next FAQ for a complete job description of an SEO Specialist.
What is a typical job description or roles performed by an SEO Specialist?
The typical roles or duties performed by an SEO Specialist normally include the following:
1. Perform Keyword Research – find target keywords for which your company can be competitive; filter, qualify, and prioritize large sets of keyword datasets
2. Conduct SEO Audits – use a reputable SEO audit tool like Screaming Frog to conduct an audit of your website/blog for technical and content opportunities
3. Perform Technical SEO – optimize crawling and indexing, improve internal links, optimize site architecture, fix keyword cannibalization, optimize loading speed, prune and consolidate assets, and fix broken links / 404 error pages – to name a few
4. Optimize UX (User Experience) – improve content and site design to maximize engaged sessions and user signals (something Google’s algorithm uses to determine the quality of a webpage)
5. Perform On Page SEO – place your keywords in the URL, title tag, meta description, HI header, and the first sentence of your content – at a bare minimum
6. Optimize for NLP (Natural Language Processing) – identify relevant keywords and topics for which your competition is currently ranking using a reputable AI/SEO content optimization tool like Rankability
7. Lead SEO Content Creation – create an SEO content brief and outline; draft a complete webpage or blog post; add to your CMS or content management system (e.g., WordPress); publish the finished product on the internet
8. Perform Off Page SEO (Acquire Backlinks) – develop link building strategies, find link prospects, qualify link prospects, send outreach emails, build relationships, negotiate deals, and organize link building campaigns
9. Optimize for Local SEO – optimizing your Google Business Profile, cleaning up and building new citations (e.g., local directories), and design a consumer review generation process
10. Monitor Web Analytics – review leading indicators (metrics used to predict future performance) and lagging indicators (metrics used to measure past performance)
What’s the difference between SEO and SEM?
SEO (Search Engine Optimization) focuses on “organic” or unpaid traffic. It involves improving your website’s content and technical structure so that search engines rank it highly naturally.
SEM (Search Engine Marketing) includes SEO, but also covers paid advertising (like Google Search Ads) on search engines . While SEM can provide instant visibility, SEO builds a lasting foundation that doesn’t disappear when you stop paying for ads.
What is the difference between “On-Page” and “Off-Page” SEO?
On-Page SEO (aka On-Site SEO) refers to everything you do directly on your website to improve its ranking. This includes:
1) Optimizing your website content with relevant keywords.
2) Improving the user experience (UX) and site navigation.
3) Ensuring your site is mobile-friendly and loads quickly.
4) Using proper headings, meta tags, and image alt text.
Off-Page SEO (aka Off-Site SEO) involves actions taken outside of your website to influence its ranking. The most significant part of this is link-building, which is the process of getting other reputable websites to link back to yours. Search engines see these backlinks as a “vote of confidence,” which boosts your website’s authority.
How does Local SEO work? Should my business utilize it as a marketing strategy?
If your small or medium-sized business (SMB) serves customers in a specific geographical area (e.g., real estate brokerage, law office, restaurant, medical practice, HVAC repair, accounting service), then Local SEO is absolutely critical.
Local SEO focuses on optimizing your online presence to attract customers from nearby townships, cities, and even counties. Key elements include:
1) Setting up and optimizing your Google Business Profile by leveraging each of its marketing features.
2) Managing and responding diplomatically to all forms of online reviews – whether positive or negative.
3) Establishing topical authority in your local community through in-depth content on your blog and website.
4) Creating “location pages” on your website which discuss how your products or services serve specific areas.
5) Ensuring your business’s Name, Address, and Phone number (NAP) are consistent across all online directories.
If your business is a brick-and-mortar location or relies upon a local customer base, then a strong Local SEO strategy will deliver a much higher return on investment than a general SEO approach.
How does mobile-friendliness affect my website’s SEO?
Mobile-friendliness is no longer just a feature that is “nice to have”— it’s a critical ranking factor. With the majority of search traffic now coming from mobile devices (recent studies show approximately 66%), Google uses a “mobile-first” indexing approach, which means it primarily uses the mobile version of a website to determine its ranking.
If your website is not responsive and easy to use on a smartphone or related mobile device, it can directly hurt your search rankings, lead to a poor user experience, and increase your website’s bounce rate as a result of visitors leaving your site soon after first arriving!
Why is website speed important for SEO?
Website speed is a direct ranking factor for both Google and user experience. A slow-loading website can cause visitors to “bounce” (leave your site immediately after landing), which sends a negative signal to search engines.
Faster sites not only rank better but also have higher conversion rates because users are less likely to get frustrated and leave. We can perform a site audit to identify and fix any technical issues that may be slowing down your site.
Why is content marketing so important for SEO?
Content is the fuel for your SEO engine. High-quality, relevant, and engaging content is essential for attracting visitors and signaling to search engines that your website is a valuable resource.
We can work with you to develop a content strategy that includes blog posts, white papers, case studies, and other resources that answer your potential customers’ questions and build your authority in the industry.
Will SEO make it possible to compete against larger brands with a national presence?
Absolutely! SEO will help level the playing field against big brands that have much larger budgets than your small or medium-sized business.
Local SEO is especially important as a small and medium-size business owner. Establishing, optimizing and managing a Google Business Profile (GBP) in every local community you do business is crucial to being able to rank in search results when a local resident or local visitor makes a query about products or services in the area.
Earning a spot in Google’s “Local Pack” (which typically features at least 3 area businesses at the top of local search results) through a well-optimized GBP, is another key to competing well against the larger brands.
SEO Consulting Services
How much does SEO consulting cost?
The cost of SEO consulting varies widely based on the scope of the project, the competitiveness of your industry, and the services you need.
SEO is not a one-size-fits-all solution; it requires a tailored approach. For this reason, we offer customized packages on a flat-fee basis. We do not charge by the hour, so you know upfront exactly what to expect.
This fee may be based upon a short-term individual project, or an overall monthly retainer where you receive ongoing services. Since meaningful SEO results require a longer-term commitment, we would recommend a minimum number of months for a proper engagement period.
For a free consultation and a personalized quote, please contact us so we can discuss your individual business goals.
Do I need a new website to do SEO?
Not necessarily. In many cases, we can significantly improve your existing website’s SEO performance without a complete redesign.
We’ll start with a thorough audit to identify any technical SEO issues that may be restricting your site’s performance. This will enable us to then focus on content and link-building strategies to boost your rankings.
If a new website is needed, we’ll let you know and explain why.
What kind of results should my business expect from SEO?
SEO is a long-term strategy, and results don’t happen overnight.
Generally, you can expect to see initial improvements in rankings and organic traffic within three to six months, with more significant results emerging after six to twelve months of consistent work.
The timeline can vary depending on your industry, the competitiveness of your keywords, and the current state of your website.
Can you guarantee a #1 ranking on Google and Bing?
This is a very important question to address upfront, at the outset of any SEO relationship.
A reputable SEO consultant will never promise or guarantee a specific ranking, especially a not a #1 spot. Google’s algorithm is a constantly changing – it is a highly complex system with over 200 ranking factors.
While we are confident in our ability to significantly improve your website’s visibility and search rankings, providing an absolute guarantee is a red flag in the SEO industry. We focus on transparent, ethical (white-hat) SEO practices that build a sustainable, long-term presence for your business, not a short-term, speculative one.
How do you measure the success of an SEO campaign?
We use several key metrics to measure the success of our work, including:
1) Organic traffic: The number of visitors coming to your site from search engines.
2) Keyword rankings: Where your website ranks for specific search terms.
3) Lead generation and conversions: How many visitors complete a desired action, like filling out a contact form or making a purchase.
4) Domain Rating (DR): A score developed by Ahrefs that predicts how well a website will rank. You can learn more about it here by reviewing their blog article How to Increase Website Authority (Domain Rating).
5) Click-Through Rate (CTR): The percentage of people who click on your listing in the search results.
How do we stay up to speed on industry changes that may affect SEO?
We monitor several authoritative sources of SEO information, including:
1) Google’s Official Channels: This allows us to obtain accurate information about algorithm changes and best practices.
2) Industry News Leaders: Websites like Search Engine Land and Search Engine Journal are excellent for staying on top of daily news, analysis, and best practices from SEO experts.
3) Trusted SEO Software Blogs: Many SEO tool companies like HubSpot and Semrush, have high-quality blogs that share research, case studies, and insights.
4) Webmaster and Developer Forums: Participating in communities like the Google Search Central Help Community gives us a pulse on the common problems and questions that are emerging in the industry.
If you have any further questions that have not been answered, please be certain to contact us for a risk-free consultation.
You may also visit our free SEO marketing guide, and review our SEO pricing plans for the various services we offer.