What I do
Search Engine Optimization is both science and art. If you’re interested in hiring me, it’s important that you understand what I specialize in and what I don’t. Here’s a handy list:
It’s probably one of the most underutilized aspects of SEO. Done effectively and on an ongoing basis, brands can discover new audiences, new product needs and get closer to speaking the language of their customer.
Owned & Earned Media Audit
This is where I look holistically at both owned media (website, blog, branded social content) and earned (mentions, shares, review sentiment).
Do you know what device type your customer is visiting your website on? The difference between a mobile-first strategy and one that favors a desktop or tablet experience can make or break your customer experience, their opinion of you and whether or not they will buy from you. Needless to say, it’s important to get UX/UI right.
Today, everything is content. Which is why it’s important to take into account the website navigation, taxonomy, and site architecture as it relates to all of the content that is being produced by a brand.
What I don’t do
Once upon a time, back in my agency days, I managed a PPC account. However, as I’ve progressed in my career, I prefer to partner with SEM leads and leverage my SEO knowledge across all marketing channels.
That being said, these are some of the things I do not do in the realm of paid advertising: PPC, display ads, retargeting, paid influencers, paid content, social media ads.
I also do not offer link building services.
SEO Services on Retainer:
I take on a few clients per month for ongoing, consulting work where I help focus on the metrics that matter to your business helping you navigate the online industry. This is a great option for agencies looking to outsource specialized, tactical SEO projects or a business needing expertise in content writing rooted in SEO best practices.
A typical timeframe is 3-6 months where I provide ongoing support for these areas…
Website audit of your domain’s owned media + earned media
Blog audit – where & how to update, redirect underperforming content and rank for Featured Snippets
Identifying content gaps
Keyword research & Topic discovery
This is typically a monthly retainer that includes strategy and/or deliverables.
Social Media Audit
This type of audit is designed to evaluate a brand’s social media properties. It’s a comprehensive high level overview of your social media properties that includes where your audience is engaging, ideas for how to create engagement, resources for finding questions people are asking and searching for online, and a very handy keyword & hashtag quick reference template.
A one-time, holistic evaluation of your website and connected digital properties with honest feedback on your business and revenue model. This service is designed to provide a prioritized list of actionable recommendations that can be integrated into your ongoing SEO campaign. Technical fixes are prioritized based on a recent crawl with the goal of generating new leads, increasing search rankings and the amount of organic site traffic.
Priced by small, medium and large websites
Keyword Research / Content Topics
Internal Linking Recommendations
User Experience Recommendations
Technical SEO fixes by prioritization
What is SEO?
More and more, I see that search engine optimization is more than a set of keywords you optimize against. SEO is integrated into the entire business strategy because it’s the only marketing channel that touches every phase of the customer journey as they find, engage and transact with your business.
SEO was first described to me in 2010 by Andrew Shotland as the art and science of raising website visibility in organic listings. Simple, right? Shotland is a great SEO; one of the old guard.
Then, a few years later when I worked for a search marketing agency, it became all about “Search Everywhere Optimization.” The SERPS were crowded and ASO (App Store Optimization) was the shiny new thing to figure out because mobile was hot. SEO’s focused on optimizing everything they could to be where the consumer was searching on their tiny mobile screen.
Fast forward a few more years. The shiny new objects are Voice Search and mobile friendliness (though we all know mobile device searches have accounted for 50% of Google queries since at least 2015). Midway through 2018 and Google released its third (documented- gasp!) algorithm update.
What’s it all about? What is the new silver bullet of SEO? In a word: Quality. In an acronym: E-A-T.
We’re now in 2020. The COVID-19 pandemic has fundamentally changed how consumers search and shop online. It’s closed restaurants, businesses small and large. Search in 2020 is all about two things:
- Empathy: understanding how your audience and their comfort level of how they want to interact and do business with you.
- Audience: people are prioritizing necessities (i.e. toilet paper, food, alcohol, yoga pants etc.) over frivolous shopping.
It’s about being where they are and being helpful.