The Focus SEO Strategy
Search engine optimization has changed over the years. When it started as an actual business about 15 years ago, the process of SEO involved the positioning of keywords and phrases into a website. Due to the crude nature of the algorithms that were used, things like “the amount of times a phrase is used” and “is the word used at the beginning of the article” made all the difference. You would use a keyword as many times as possible on a website, put the keyword in the title and description, then link to that page from as many other websites as possible using the same keyword as the text of the link. That process created rankings boosts, and Google began finding that they were not positioning the best websites at the top positions, and instead were simply positioning the websites that used a phrase more than another at the top. There were many ways to automate links that were developed, as well as content that was placed on a site. The job of the SEO was to utilize these automated processes to get as many links and as much keyword stuffing done as possible in as little time possible. Luckily, Google evolved and is now assessing the quality of the information on a website as the ranking factor. They understand what the words mean, so you do not have to use the same phrases over and over again. They understand what the context of the link that is coming into your site is, so it has to be good or it has no value.
The evolution of SEO has not necessarily created a situation where SEO companies no longer use old tactics that no longer produce results. There are many SEO companies out there who do exactly that, using strategies that have been proven to provide no results as far as rankings increases. So why do they use them? Because SEO is a business and as a business it has to have a product that is generated as quickly and cheaply as possible. They do not necessarily care if you actually get results, because they are only trying to sign you to a short contract and expect you to quit when you see no results. The actual business is the process of gaining new customers and then providing them with something that sounds like it will work. They will use terms you have heard on the internet that used to produce results. They will do “website audits” to correct SEO flaws but then do nothing to develop content. They still do it the way it used to be done because it was easy.
Good SEO in 2017 involves being the best at what you do. For the sake of a search engine, this means identifying the subject that your business is an expert at and then putting content on your website about that subject. The content should provide value to people and should be easy to understand and read. Google looks for the websites that have the best information on a subject and position it at the top of results. SEO is the process of creating that good content, then letting Google know it is there.
Google understands that when someone finds something informative and important to them, they will generally use some method to save it. This means linking to it in some way, either through social media sharing or bookmarking. In addition to this, people who are creating content on the same subject might use that information and provide a link back to it. This “verification” system is how Google understands how important something is, through the amount of saves and shares that happen linking back to the article. The entire process of SEO is creating that content then linking back to it in a natural way which will provide a seed. It will inform others that the content exists and they might then read it and link to it. This process works and is the entirety of modern SEO, and if someone is going to do SEO for you and they are not talking about a content creation process, then you can assume that you are wasting your money.
So how does the Focus Internet Services SEO process work? For us, everything is based on content and the links going back to that content that seed it to the public. We use a process where we create articles on websites exactly like this one, and then post them to the site. From there, each piece of content is seeded through a series of bookmaking platforms that we use, usually 10-15 for each client. Each article is posted on these platforms in order to let other people know the article is there. In addition, we create articles just like the ones that are posted on your website and we post them on other websites. The only difference is that those articles contain links back to your website. We try to match the content topics as closely as possible, and link back to pages within your site that are about the topic at hand. There is usually a better page in your website than the home page with regards to providing information on a topic, and that is what we link to. These articles are then seeded in the same way that the onsite articles are.
How much work is done each month for a client depends on the budget, and how competitive the target subjects are. Naturally, some industries are more competitive than others, and those types of businesses need more work to outrank the competition. Exactly how much is necessary is nearly impossible to tell, and generally we will assess the competition and provide an estimate that we believe will develop rankings over a 6-12 month timeframe. If rankings are not developing, it is generally because more work is needed.
Can we prove our process works? The answer is yes. Below you can see an example of our own website as it progresses over a six month timeframe compared against other websites in our area. For six months, no SEO work was done in order to prove that if you do not provide content to your website you will not miraculously move up. As you can see, only a week before the date that the snapshot was taken we began the exact process of SEO that we use for our clients. We provided onsite and offsite content that targeted the phrase, and linked back to it via social shares and bookmarks. You can see the dramatic increase in rankings that happened to our site, which didn’t happen to any of the others. This rules out any anomaly like an algorithm change which would boost everyone up. Instead, you see what happens when the Focus SEO strategy is applied and when it is not in place. Of course the results will be different for everyone depending on their industry, but this provides a generalized snapshot of how the process works.