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SEO, or Search Engine Optimization, is anything but a perfected science. What used to work years ago is now considered a negative, and just when you think you have it all figured out, Google goes and changes their algorithms. While SEO should be used hand-in-hand with SEM in a well rounded internet marketing strategy, it’s important to understand all the factors that go into a successful SEO campaign, and align expectations correctly.

If you look at the wonderful infographic put together by Column Five for Search Engine Land, we can see that the top factors that go into a well rounded SEO strategy are broken up into two categories; on-site SEO and off-site SEO. Let’s take a quick look at the key factors we feel are the most important when addressing each of these areas.

SEO Periodic Table


Firstly, on-site SEO. Content is King (or Queen). You want to make sure that your content is fresh, new, and unique. Most importantly, you want to make sure that your content is is relatable to what people will be wanting when they come to your site/blog. What you want to avoid with your content is keyword stuffing. This used to be what a lot of companies would do to “fake” the quality of their content. For example, if you are a painter that services Toronto, Mississauga and Brampton, you do not want to have on your site: “home painting Toronto, office painting Toronto, condo painting Toronto, home painting Mississauga, office painting Mississauga, condo painting Mississauga, home painting Brampton, office painting Brampton, condo painting Brampton.” Instead you would just say: “We specialize in home, condo or office painting in Toronto, Mississauga and Brampton.” The second thing that is very important with your on-site SEO is what we call the back-end of your website. You want to make sure that your website has a responsive design, meaning that if someone views your website on their mobile device, or on a tablet, that it loads in a user-friendly way that is easy to read and navigate. If you do only one thing on this entire periodic table of SEO this would be the one that we suggest!

Off-site SEO can be a trickier endeavour. Ultimately you want to have reputable sources link to your website. This helps tell the search engines that you must be very credible. One of the best ways to do this is to offer to write content for industry publications and have them link that content back to your website. You can also respond and engage on public forums, with links to your content. You also want to make sure that all of your profiles on other websites have consistent information (think: social media pages, review sites, directory listings) and that you have updated and completed the profiles as well as possible. Finally, try to put yourselves in the shoes of your consumer. What would people want to share and engage with? If you create good, relevant content, and people engage with it and share it with their community, that will help boost your results even better.

As we can see, there are many factors involved with search engine optimization. To have the most long lasting results you need to take your time and do it properly. There are no short cuts, and anyone suggesting such should probably not be trusted. It takes time to build credibility and reputation, and depending on how much your competition is doing could have a huge impact in what your realistic expectations should be to pass them on a search engine results page. If you would like a free assessment of your current website and what is suggested for you to start making some positive growth with your SEO, please don’t hesitate to reach out to us for a free consultation. We know this stuff can be tricky and confusing, and we will do whatever we can to help you out!