SEO success starts with rankings. At Search we like to divide keywords into unique groupings by importance.

Must Rank. These keywords do most of the heavily lifting. They are the hardest to obtain but come with the biggest payoff. Odds are, when you rank for your Must Rank terms you will also rank for all other term categories (so long as you let us do our thing). Our Must Rank terms are often found within Pillar Pages, Products, Services and of course, the Home Page.

Seed Terms. Often an extension or niche variant of our Must Rank terms. These keywords skew more specific. Individually they do not impress but as a group they have a meaningful impact. We often straddle the line between Middle of Funnel and Bottom of Funnel keywords when selecting seed terms. Our Seed Terms are typically part of a Content Hub occasionally linked to by main navigation but most often connected by Pillar Pages.

Informational. In most cases, your Blog. These terms skew Top of Funnel but occasionally blend into the middle. The trick here… great keyword research, topic selection and quality writing. Do the hard work upfront and efforts will be rewarded. At Search we believe in building complete content strategies that interconnect all levels of terms.

As rankings increase, we begin to notice upward trends in traffic. This is where most stop. At Search, we believe this is where the hard work begins. There are a few key elements to allow us to push our clients over the top.

Data. Our proprietary systems allow us to track more data than what can be commonly found within GA, GSC, Adobe Analytics etc. We provide Data Warehousing allowing our clients to see long term views well beyond that available within platforms such as GSC.

Analysis. Increasing traffic is an easy thing to do. Increasing traffic from your target buyer personas is where the task becomes more difficult. Using the Data gathered within the Data Warehouse our team provides Analysis and updates project plans accordingly.

CRM Connections. Our focus is on what drives growth for you. By connecting all data sources our team can make the tough decisions that benefit you most. Putting more effort into a keyword with fifty monthly searches knowing it will generate more customers than an alternative with five hundred monthly searches is one of the many things that help our customers win.

When evaluating an SEO program there is only one logical success metric, revenue. Rankings and Traffic are key initial signals but without revenue the entire program is all for not. This end goal focus allows the team at Search to generate better long term results for you. There are some key elements that make this possible.

Offline Conversion Tracking. By measuring lead volume and lead quality (MQL, SQL, SAL) etc. we are better able to measure organic impacts in real time. Over the long term we have a better sense of which content/pages drive revenue.

Revenue Tracking. Whether you are running an ecommerce site with clear attribution models or a B2B organization with a complex sales cycles we have measurement models that work. Our team is intensely focused on the actions that drive real measurable revenue.

Strategy Review. We aren't easily satisfied. A report that shows off massive traffic gains but now revenue attribution is meaningless to us. A provide ongoing strategy review to ensure there is alignment on goals and measurement. We course correct as needed.