I’ve helped many reputable sites exponentially increase their website traffic using white-hat SEO techniques that start with understanding target customers and your business goals. As a Denver SEO Expert who considers himself more of a strategic marketer, I make a match between the customers you want to attract, the topics they are interested in (and keywords they use), the content that needs to exist on your site to attract them, and the places where your content should be marketed in order to drive traffic, links, and ultimately…new customers.
SEO is still extremely relevant and a very effective online marketing practice. Much of SEO is simply a strategic implementation of the learnings from target audience research. How can that ever die? Topical keyword research, on-page optimization, creative content strategies and genuine content marketing that results in increased brand awareness will stand the test of time. That is the core strategy that results in natural links, positive social signals and all the other trust signals that Google uses to rank a website highly in its search results. At the same time, I believe that traffic should be generated from many different sources…not just Google. Diversification is critical to any investment.
Qualifications & Accreditations
Have confidence when hiring Kern Media for SEO consulting services. Dan Kern is Google Analytics Certified, Inbound certified, and featured with quality reviews amongst other top Denver SEO agencies.
My Approach to SEO + Inbound Marketing
BUSINESS GOALS: How could any marketing campaign begin without clearly identifying the business goals? I’m not talking about traffic, either. I’m talking about bottom-line revenue goals What % year-over-year growth do you need to achieve? Are your goals shorter than that? Looking for a certain amount of leads per month in order to feed your sales efforts? Need to reach a certain amount of advertising revenue in order to hire more staff? Those are the goals that I want to help you achieve. Traffic doesn’t pay the bills, and I bet you’d rather have $1M from 1 visit versus $1 from 1M visits. Am I right?
CUSTOMER PERSONAS: Many SEOs start their process with keyword research, yet I like to start even earlier in the thought process and start with the customer. Who are the different types of customers that come to your website? What is their age, gender, marital status, general health, primary interests, outside interests, problems, desires, favorite food, favorite cocktail? Yes, it’s important to get that deep. Just as a musician “gets in the head” of his/her inspirations in order to master their style, we must get in the head to master our understanding of your customers. From there, we can then make much more sense out of keyword research.
CONTENT: The central purpose of most websites is simple: provide content, products, or services which offer value that your visitors can’t find elsewhere. People come to the internet looking for information, products, services and entertainment. A website owner must know and cater to his/her audience with the most targeted & highest quality content possible, whether this be in the form of articles, product descriptions, or any other resource. Give them what they want and beyond…and be the best at it. Your job is to be compelling. Even that is not enough. We now need to repurpose that content in different mediums and through different channels, without duplicating text yet keeping messaging consistent. SEO today is much more focused on content marketing than it ever was in the year 2000. You must be a publisher to reach your audience.
EMAIL CAPTURE: Most visitors to your website won’t come back, and you have one shot to capture their email address for later marketing. This is done through a value exchange (free download, etc.) and strategically created forms that capture your visitors names, emails and interests. Once acquired, your business can then send a series of automated emails to your audience targeting their interests in order to increase your conversion rate than if you attempted to convert people only on your website. Not every visitor is ready to buy (or contact you) right away. Build a relationship first.
LINKS: Once optimized content is in place on your website, improving search rankings requires that your website attract more links. Attracting one-way, inbound links to your website is an important part in the SEO process (after on-page content has been optimized), and is best achieved through creating amazing and in-depth content that builds your brand at the same time. Other strategies, such relationship building, ego baiting, contests and other forms of content marketing can be employed to help build inbound links. It’s even more valuable to build inbound links from topically relevant and authoritative websites in Google’s eyes…but they require a respectable brand and online presence in order to attract such links. An ongoing effort in this area is required to build & maintain high search rankings.
SOCIAL MEDIA: A presence on popular social media sites provide Google with trustworthy signals of your “brand” on the internet. The internet is really all about communication, and social media has propelled the internet to offer internet users the ability to connect with one another. It’s time to get on the bandwagon, if you’re not already, and be an active player in the social media space. Google may not necessarily use social signals to impact rankings, but Google wants to rank brands…and respectable brands almost always have obvious social footprints.
ENGAGEMENT: With search engines becoming more sophisticated, it’s now clear that user behavior, engagement, and branding are critical. It’s important for Google and other search engines to see that your brand is searched for. It’s even more important that when people visit your website from search engines, they stay there, click around, and revisit your site. You want people to “dwell” on your website…and Google will notice.
TECHNICAL SEO: Ensuring that your site is easily crawlable by Google, Bing and other search engines is critical to ensuring that all the hard work in the other areas of SEO + Inbound Marketing have the impact that you desire. Your robots.txt file must be properly optimized to allow for efficient crawling, your XML sitemap must be accurate, your site should employ canonical URLs to avoid duplicate URL paths, indexation bloat should be minimized and low-quality/thin content should be pruned to allow your high-quality content to drive as much keyword traffic as possible. This is an area where nearly every business fails without an SEO expert’s assistance.
This my approach. I welcome you to contact me if you think I can help your business.