What is SEO?

Search Engine Optimization is a way to influence how most of your potential customers first encounter your business. When someone does an internet search for, say, “plumber” — and let’s say that’s what you are — the SEO of all your online content is what determines how high your business ranks in a Google or Bing search results page.

Notice we said all your online content. Everything you publish to the web can be optimized for searches. And the better job you do with SEO, the better chance you have of getting your business to the top of a search results page.

There’s an art to SEO. Google wants the person searching to find the best, most useful content as fast as possible, so it looks at literally thousands of items when it ranks search results. Most of those are under your control, thanks to SEO.


The most important of them, and the most misused, are keywords. Those are words or phrases (they’re not always single words) a searcher types in the search bar that, 1) tells Google to bring up a link to services like yours, and 2) lets Google decide what order those services show up in on the search results page.

Important, obvious fact: Unless a business has paid for an ad, Google doesn’t care where it shows up, or even if it does, as long as the person searching is finds what they want fast.

why is seo
so important?

In your marketing strategy, organic search — people searching the web for businesses like yours — gives the best return on your investment. Why? Because it’s free. All you need is a website and some content, and Google will find you. Free.

Free is good. But “free” doesn’t mean “effective.”

Statistics show that people who find a business organically convert (decide to become customers) at a higher rate than through any other channel. But that stat isn’t just your business. That’s all businesses, all across the web. And the web is a big, big place.

What determines if that person will be on your site when they decide to convert is getting them there to begin with. That’s why SEO should be a top priority in your marketing strategy.

People who search the internet for a business associate a higher page ranking with security, stability, trustworthiness, success … everything they’re looking for in a business. Think about the last time you searched for a business for yourself. Did you get past the first page of results? Most people don’t. And with more businesses using Google AdWords to pay for higher rankings — those first results that show up marked “Ad” that most of us skip past anyway — organic results are pushed down even farther. So you want your busines as far up the page as you can get it. SEO is the way you do it.


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Improving the SEO of your content is easy. Really. But it takes patience. So we we do it in phases.

First, we benchmark where your site is currently for SEO. We can use any data you have and Google Search Console to determine how your pages are ranking and which keywords you’re ranking for.

Phase 2 is to formulate a strategy: What keywords should you show up for? Which of your pages would you like to see higher in the rankings? We want to identify opportunities for keywords that will provide the quickest return on the changes you make.

And Phase 3 is producing content around that keyword strategy: rewriting your existing pages, creating new pieces such as blog posts, video, podcasts — they all benefit from SEO, but especially blog posts. Blogging is easiest way to push keyword content out there.

We’ll help you implement your SEO strategy across all of your web content, and then we’ll monitor the improvement in your site’s rankings for specific keywords. Monitoring and analysis is vital to SEO, because it allows us to modify the strategy for existing keywords and add more as they appear.

Remember: Organic search is effective for the shopper. We need to make it effective for you. We’ll help you implement an SEO strategy that boosts your site up the search results page, from the benchmark to, over time, maybe even Number 1.