So, what is SEO?

SEO - a word that drums up as much confusion as it does clarity. 

When harnessed, it is a powerful process that attracts eyeballs to your carefully curated content. At BS, we often think of SEO as the plumbing or the electric; essential infrastructure that allows individuals and families to perform their daily functions. When SEO works well, it is almost invisible, a true #enabler: the yeast to bread, the grid to design, the internal rhythm to language, the meter to music. SEO enables machines and humans to speak as one. When language is clear and public, it increases the flow of information. When information regarding a product or service meets a human need, it will produce a lead. Once understood theoretically, we can begin to analyze SEO’s parts and pieces. 

Know your market (comps analysis)

The best place to begin is to understand the digital propensities of your market. 

Digital traffic can be generated via Direct, Search, Referral, Social or Ad traffic. By understanding your basis of competition, you can prioritize marketing activities that maximize visibility. 

If you find that your market is driven by direct traffic or brand awareness, SEO may not be your best resource to increase traffic. Instead, you may need to look at alternate digital strategies with a more laser-focused SEO discipline. 

SERPs and Search Features

When you Google or Bing or DuckDuckGo a phrase, the resulting information is called a SERP. In addition to a list of websites, you might see Images, Videos, Local Listings, Reviews, and more. The options represent the search engine attempting to answer your question as proficiently as possible. How? Indices read the data on your website, determine its quality, and reproduce it in a format that meets the SERP feature needs of its consumers. 

The above is precisely the role of SEO. SEO markup allows search engines to deduce the quality and precision of your content to meet the needs of their clients. So, suppose we know what search features the indices deploy to answer questions. In that case, we can develop content and markup engineered to support the index. 

Domain Authority

Just as political candidates need to win the hearts and minds of their constituents to win elections, content needs support to gain prominence. Remember, Google and their counterparts want to provide smart answers. To do so, they need to qualify your content’s value as a potential resource.

Think about this, say I’m Jamie Jamm, and I have a fish shop. I have a nasty propensity to serve old fish that makes people sick. However, I’ve hired a wiz of an engineer to improve my SEO and market phony fresh fish. How does Google prevent me, Jamie Jamm, from spreading that fishy feeling? 

Reputation is the answer. Historically, you could ask a friend or neighbor about the legitimacy of Jamie Jamm’s fish. They might say “STAY AWAY, Jamie is cray.” Google & co. turn instead to math. The formula they use to deliberate trust is colloquially known as Domain Authority (DA). The higher your DA, the more reputable you are. 

So how does it work? DA increases as other websites of high reputation or high DA link to your website. Much like the political concept above, friends tell friends about ideas they support. They refer you to information. Referral links are the primary mechanic to improve your DA and thereby improve your organic score against keywords; the more competitive a keyword, the more important your DA Score is. 

So those are the big SEO concepts we drill at BS. When thoughtfully analyzed, they are part of a Digital Strategy. A good digital strategy sheds light on opportunities to drive and keep new leads.


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BSLLC offers branding, strategy, and design solutions because we believe businesses operate at their highest growth potential when guided by a holistic set of values and goals. 

If you would like to learn more about how BS LLC can help you grow from the inside out, please send us a message or give us a call.  Additionally, you can take an in-depth look at our services and resources. Contact Ben Greenberg