SEO SERVICES

Search Engine Optimization

The single most important factor in selecting an SEO service provider is understanding their process; their process is what will drive results for you, the client. The best SEO service process should be easy to understand, easy to enact, completely transparent to you, and have consistently demonstrated better results over time.

 

The BCM SEO Services process is a cycle with 4 distinct, repeating activities to drive organic search performance: Research, Analysis, Recommendation, and Monitoring. We’ve broken each of these areas down for you in a mercifully digestible format, beginning first with a clear definition of SEO Services, why it’s important, and where it fits into your business strategy.

 

The single most important factor in selecting an SEO service provider is understanding their process; their process is what will drive results for you, the client. The best SEO service process should be easy to understand, easy to enact, completely transparent to you, and have consistently demonstrated better results over time.

The BCM SEO Services process is a cycle with 4 distinct, repeating activities to drive organic search performance: Research, Analysis, Recommendation, and Monitoring. We’ve broken each of these areas down for you in a mercifully digestible format, beginning first with a clear definition of SEO Services, why it’s important, and where it fits into your business strategy.

WHY IS SEO IMPORTANT?

There are over 2.3 million searches being conducted per minute.

Google accounts for nearly 90% of global search engine market share.

SEARCH TRAFFIC

91.5% search traffic share goes to the pages listed on the first page of Google.

WEBSITE TRAFFIC

51% of website traffic comes from Organic Search Results.

CLICKS

60% of clicks in search results occur within the first five positions of search results.

WHY IS SEO IMPORTANT?

There are over 2.3 million searches being conducted per minute.

Google accounts for nearly 90% of global search engine market share.

SEARCH TRAFFIC
91.5% search traffic share goes to the pages listed on the first page of Google.

WEBSITE TRAFFIC
51% of website traffic comes from Organic Search Results.

CLICKS
60% of clicks in search results occur within the first five positions of search results.

HOW TO CHOOSE THE BEST SEO AGENCY FOR YOUR NEEDS

WHAT IS SEO?

SEO is the ongoing practice of developing and optimizing website content for discovery by search engines. The goal is to get your pages to rank higher in search results than the pages of all other sites targeting the same search terms. The objective is to increase the quality and quantity of organic search traffic through search engine results.

On-page SEO

On-page SEO involves optimizing your own site’s pages.

Optimization of website elements includes:

  • Doing keyword research and selection to drive the highest search traffic of your targeted audience.
  • Working the selected search terms into site content according to current best practices.
  • Content Marketing—identifying and producing content that is highly relevant and needed by your target audience.
  • Ensuring that meta tags are optimized so that your site is understood by search engines and users (when you come up in search results).
  • Optimizing images so that they load quickly (helping your search results) and provide context that makes search engines understand your site.
  • Optimizing page load speed so that your site loads as fast as possible. This improves your search results.

Technical SEO

If a site doesn’t meet the current technical requirements of search engines, you can’t get optimal SEO results. Technical SEO includes three areas:

  • Optimizing search engine crawling and indexing.
  • Optimizing website architecture—the page structure, menu, and linking—so that the site is easy to navigate by both search engines and users.
  • Optimizing rendering of the site for both humans and search engines to see and understand.

Off-page SEO

Off page SEO involves any activities that drive awareness and referral traffic to your site from other sites. This includes:

  • Link building—think of backlinks as “organic word of mouth”. Search engines see relevant high-quality backlinks as a sign of trustworthiness.
  • Guest blogging
  • Social media

YOU NEED A CYCLICAL
HOLISTIC SEO PROGRAM

SEO informs your entire digital marketing strategy. It is the critical underpinning of every other digital marketing activity. Everything is based on SEO, and SEO ties everything else together.

 

Think of SEO as a cyclical and holistic program. It’s never a “set it once and forget it” process. The entire process is cyclical in that you continually revolve through four successive cycles of research, analysis, recommendation, and monitoring. Each cycle digs in deeper, and reveals greater audience knowledge, and new opportunities to exploit.

SEO Cycle One: Research

Audience Need Research

The most important part of the research is identifying how to target your audience’s needs. We have to “get inside the heads” of your target customers.

Competitor Research

Researching the competition from an SEO perspective is about more than what your competitors are selling. It’s also about gaining insight on how they are selling it.

Keyword Research

Choosing the right keywords is strategic. Our research uncovers Keyword Opportunities to be pursued. Keyword rank improvement focuses on priority keywords.

Content Research

The objective of content research is to identify topic content to be optimized for your audience.

Backlink Research

Consistent research also reveals link opportunities to be pursued. Not every link will benefit your SEO, and it’s important to be both strategic and judicious in link building.

SEO Cycle Two: Analyze

Technical Audit

Reviewing your website for SEO technical best practices is key to making sure the site is crawlable and performs at its peak.  This is very important to Google ranking and user experience.

Content Audit

BCM reviews your content on-site and your content plans to insure you’re writing for your readers while optimizing for Google. 

Website Metric Benchmarking

We’ll review your historic Organic Search performance metrics and take a current snapshot of your site traffic, conversions and keyword rank.  This is used to insure the work we do is having an ongoing, long-term positive impact.

Competitor Analysis

Analysis of your competitors performance page by page will give you a leg-up on how you develop and optimize your content. You must “out-content” your competitor.  That starts with an analysis of their pages.

Backlink Profile

Cataloging and monitoring your backlink profile will insure that large amounts or important backlinks aren’t lost.  If this happens we can work to regain those links.

SEO Cycle Three: Recommend

Existing Content

You may or may not have a strong content portfolio of pages but we’ll review the content you have and make actionable recommendations to get it to it’s peak performance.

Content Gap Closing

In our keyword research we developed lists of keywords that your competitors are ranking where you’re not.  This continues here with further recommendations to gain a larger share of Organic Search visits.

New Content Recommendations

As a team we’ll all be identifying new opportunities to develop more content.  We’ll perform the research on all ideas to determine the value of the content to be developed.

Link Building Strategies

While our primary focus is on developing and optimizing quality content that will naturally gain links, there are some links you should try to acquire.  We’ll provide strategies to help you gain high-quality backlinks.

UX Improvement

Google has made it clear that a good user experience is an important factor when indexing and ranking pages. We’ll review and guide you through making sure you’re falling in line with Google’s Core Web Vitals.

SEO Cycle Four: Monitoring and Reporting

Keyword Rank

Where do we rank in search results for a specific keyword among all who are also targeting that keyword? BCM’s process monitors your site’s ranking over the long term, looking for slow and steady growth over time.

Organic Traffic

What amount of organic (not paid ads) traffic are coming to the site and what is the source? We’ll help you grow this “free” traffic channel which routinely delivers the highest long-term ROI.

Organic Conversion KPI

Organic Search rank and traffic mean nothing without conversions. How many conversions (getting the visitor to take an action we want them to take) are you getting from organic traffic?  We’ll monitor the uber-metrics – $$

Competitor Rankings

Where are your top competitors ranking in comparison to where you are ranking?.

Backlink Portfolio

What changes have happened in your backlinks? Have you acquired new, relevant backlinks? If so, what results are you seeing? Are you getting traffic from the new links?

From this point, we start the entire SEO cycle all over again. We take the information from the analytics data and go back to the research part of the cycle.

SEO AS PART OF YOUR
MARKETING STRATEGY

Search Engine Optimization is only part of your marketing strategy. Our in-depth research is foundational, and drives the entire marketing strategy. Because of the research, we understand the user’s intent and needs. That understanding can be incorporated into all other aspects of your paid media strategy.

CONTENT IS KING

Without content there is no Google, no Internet. It’s king, but it’s also the foundation. The key to content is understanding what your potential customers are searching for so that you can provide content that satisfies user search queries. Google favors useful, helpful, shareable content. By providing useful content that satisfies user search queries, your content is effective both for users and for search engines.

 

Google’s goal is to provide users with the best results. That means that content must satisfy the need of the user searching for it. When your content satisfies that need, Google will rank it high in search results.

Know What People Search For 

 

SEO Research Isn’t Only About Keywords

Keyword search data is the beginning. Understanding the competition and the user’s intent are equally as important. 

 

Understand The User’s Intent

When someone searches, Google tries to match the user’s intent in addition to matching the keyword. Do the keywords searched represent a research topic, or are they more related to making a purchase today? Google tries to understand the user’s intent when providing search results.

 

Research The Keywords

For top SEO results, you need to know what your audience searches for. The days of “keyword stuffing” are long gone. Now you need to understand keywords and keyword variations. Here’s what you need to understand about keywords and keyword usage.

Analyze Content And Recommend Improvements

 

Your Audience Is Looking For Answers

Analyzing keywords and keyphrases can tell you a lot about the answers users are looking for.

 

Understand What Answers They Are Looking For

Understand what your potential customers are searching for via keyword research and satisfy their query.

 

Develop Useful And Relevant Content

The highest-ranking pages in Google provide content that is useful, helpful, and shareable. Google’s goal is to provide users with the best results. That means content must satisfy the need of the user searching for it for Google to rank it high. Your goal is to develop the most useful and informative content possible.

GOOGLE LOOKS FOR THREE
THINGS IN CONTENT

E-A-T

Longer content correlates to higher search rank and more traffic . When thoroughly describing a topic, you need more words. Think about your own search habits. When you’re doing research, you gravitate to content that is informative and helps you understand.

 

When you find a site with this kind of information, you linger there and look for additional related content. Then, who do you trust and turn to when ready to purchase? You’re going to start on the site with the helpful answers.

 

When writing content, subscribe to the same guidelines that Google does, E-A-T.
E= Expertise, A=Authority, T=Trustworthiness

Expertise

Expertise means that you/your site demonstrate that you’re very knowledgeable or skillful in a particular area. It’s not enough to be expert, it’s just as important to communicate your expertise in a way that engages people. You need an informative voice that pulls your audience in.

Authority

Authority means you are the de facto source of information on a topic. Position you and your content so it becomes synonymous with the topic matter. Google sees authority as very relevant to search results.

Trustworthiness

Trustworthiness means that there are no doubts when a user reads your content. The reader can be confident about the accuracy and usefulness of the information you provide. And, they can confidently share your content with others.

RANK BETTER THAN #1

The “Holy Grail” of SEO is the Featured Snippet, introduced by Google in 2014. Featured snippets are brief excerpts from a webpage that quickly answer a common question asked in Google. Google automatically pulls these snippets from pages they’ve already indexed. Definitions, lists, steps, and tables are examples of snippets commonly pulled to quickly answer queries.

Why do we say the Featured Snippet is better than being ranked #1 in Google? The Featured Snippet is positioned at the top of the page above organic results . And it gets that position without an ad buy. That’s not all though, being a featured snippet also positions you and your website as expert and authoritative.

From Google’s viewpoint, the featured snippet quickly answers user queries. It keeps users on Google longer. On top of that, showing up in featured snippets provides answers for digital assistants in voice search. As Google sees the volume of voice search growing, the importance of featured snippets is growing.

FORMAT FOR HUMANS AND GOOGLE

Another important SEO factor is formatting content so that it’s easy to understand for both humans and Google. The best way to think of this is that you want formatting to contribute to an optimum user experience. The best content in the world gets lost when it’s not formatted so it’s easy to comprehend.

People and Google both read your content like people. Google not only needs to find your content, it needs to read it.

Format For Humans

  • User experience—lay out content so that it’s easy for the user to read and understand.
  • Provide the most important content at the top so the reader wants to keep reading.
  • Lay out the content to PULL the reader from concept to concept.
  • Break up long-form content with headings that identify the concepts.
  • Use bulleted lists to improve readability, and make the content easy to understand.
  • Write in short, succinct paragraphs. Long paragraphs look like “too much work” to read online. Readers will skip them.
  • Break content into sub-content sections identified with headings.
  • Use bulleted lists to make the content easier to consume and understand. Think of this as breaking content into “bite size”  segments that keep the user reading.
  • Focus on providing content that is helpful and useful.
  • Follow the E-A-T (Expertise, Authority, Trustworthiness) format.

 

Format For Google

While not human, Google’s algorithms attempt to read your content as a human would. Google follows certain usability standards. Think of these as Google’s expectations so that your site is easy to understand, crawl and index.

  • The content should be topical based on what people are searching for (keyword data).
  • You should utilize primary keywords and topical equivalents. This shows Google that you’re not keyword stuffing and that your content is relevant to the primary keyword.
  • Properly work keywords into headings according to current best practices.(this could also be a link to a blog)
  • Use common phrases that include your keywords.
  • Aim for a featured snippet.

WHAT MAKES BEEBY CLARK MEYLER
SEO SERVICE BETTER?

Remember, when choosing an SEO Services provider you’ll want to first be sure they have a whip-smart process that has been clearly articulated and has demonstrated superior results for clients over a period of years.

The quality of the process and reporting will impact your business directly – and if you are looking to build a relationship with a long-term trusted advisor, you must start with the highest quality SEO Services process as your foundation. BCM’s SEO Service has 4 distinct areas that are repeated over and over and have been proven to drive superior performance: Research, Analysis, Recommendation, and Monitoring.

Tell us about your SEO setbacks, frustrations and dreams, and we’ll show you how our SEO process can get you where you need to be. Or at least let us buy you a decent cup of coffee and share what we know about capitalizing on SEO in today’s marketplace.

WHAT OUR CLIENTS SAY

In our weekly status meeting, we were remarking about our 74% website visitation growth over the last two years. This is wholly attributed to your team and their commitment to our partnership. There have been several changes on the VF team in the past two years; not to mention a global pandemic that has decimated the travel industry. And yet, we are thriving. Your team is responsive, flexible, dedicated, proactive and genuinely nice folks.

DANI D.

Director of Content Marketing

HOW TO CHOOSE THE BEST SEO AGENCY FOR YOUR NEEDS

GET IN TOUCH

To learn more about BCM’s SEO Services or just chat about SEO and scarf a free cup of coffee, contact us today.
We’ll be back in touch directly.