What Is SEO?
SEO stands for "search engine optimization," and it is the umbrella term for all the strategies used to get your website on the first page of the SERPs (search engine results pages), and ideally above the area where you have to scroll to see more (called the 'fold,' like a newspaper). This is vital in today's online-centric world because let's get real: no one goes past the first page of the results.
Optimizing all of your digital assets, like your top business listings (citations) from Google and Yelp and maybe 8-10 others (wink-wink), online images and videos, podcasts, blog posts, map and GPS data, and social media activity has a multiplying effect on SEO, and they all play a part in your total online visibility.
Sidewalk Branding is different from other firms because we take this holistic approach to SEO - looking at your total digital footprint - because we know it takes more than a spiffy website to generate leads and sales. This immersive SEO approach distinguishes us from our competition. This, and the fact that your account will only be handled by a person with 23+ years of digital marketing and advertising experience. As in any profession, experience pays dividends.
Typical Digital Marketing & SEO Services Include:
Technical & On-page Website Optimization (SEO)
Local Business Citation Management
SCHEMA Structured Data Creation
Lead Gen / Conversion Optimization
Analytics & Reporting
Keyword research is the first and most important step in any digital marketing and SEO plan. It is not an area to skimp. Our keyword research services are exhaustive and result in a comprehensive keyword list that shows how people are discovering your business and how they're discovering your competition.
We use technology for keyword research gathering, but the final vetting and selections are done by actual people, unlike other agencies. Software, programming, algorithms, and artificial intelligence can only do so much. Making the final selections is a cognitive skill best left to an SEO specialist, and that human editing makes all the difference.
Using these keywords, we optimize your website - both the text that people read and the back-end elements that search engines see. This list of traffic-driving keywords can also be used to develop website content, create social media postings, as well as for pay-per-click advertising.
This is what most people think of when they hear about search engine optimization or digital marketing. Your website is central to all online marketing - so it makes sense. As part of our website SEO services, we analyze close to 200 technical and compliance elements of your website’s primary pages. This is done to ensure your site is current with today's standards and best practices to boost your business’s indexability, visibility, and discoverability. Getting your website technically and keyword optimized is the foundation for all digital marketing and advertising.
The ability for search engines like Google or Bing to see and add pages of your website to their algorithm as potential matches to search queries on SERPs. Your position on the SERPs is referred to as your 'ranking.' On average, there are 7-10 results per page on the SERPs.
Your actual presence/ranking for a search query on the SERP of a search engine like Google or one of the Microsoft search browsers like AOL, Bing, or Edge.
The ability for people to successfully discover your website for a search query (i.e., you may be discovered on page 4 of Google, but that's not the best visibility since most people don't go past the first page of results)
Mentions of your business name, address, and phone number (referred to as your business 'NAP') are known as local business citations or business listings. Local citations provide branding consistency, give searchers more ways to connect with you, and even make it easier to get business reviews. Certain citations can literally drive traffic to your door - like map or location citations like Yelp or Google and Apple Maps. They are also a necessary element for search engines to verify your business data.
Unfortunately, as many as 80% of citations have errors. Inaccurate information doesn't put your business in the best light, and more importantly, errors can negatively impact your SEO and standing in the search engines and lead to lost foot traffic or even poor reviews.
We get your citations accurate, complete, and suppress any duplicate listing to be certain your best image is displayed. There are two approaches to citation management: automated and manual. We provide manual citation management - and have been doing it this way forever. We've tried and continually test automated solutions, but time and experience have taught us a reality: doing things the hard way can sometimes yield the best results. With us, you'll complete an online intake sheet similar to any other agency, but instead of feeding that into some software or and API, your citations are crafted by hand. And this, makes a big difference.
SCHEMA Structured Data
The words on your website tell search engines about your business - but search engines don't really understand the words. Sure, they can identify keywords and make a decent guess as to what's on a webpage. But search engines can't use context to figure out the meaning of a webpage the same way a human can.
Enter SCHEMA structured data, an HTML code that is collaboratively created by all the major search engines. It allows you to put some of your data into a standardized format so that search engines understand it and can return more detailed and informative results on the SERPs (i.e., product listings, event schedules, and recipes - you've likely seen these and more!)
While not exactly a new technology, SCHEMA is beginning to be more widely publicized as the latest-and-greatest in SEO strategies, and we agree it's a tactic worth adopting. Always one to be trendsetters, not followers, our clients are pleased to know Sidewalk Branding has plenty of SCHEMA experience under our belt and in fact, we've been integrating this technology into our projects since 2014!
Analytics & Reporting
There's an old business expression, "You Can’t Manage What You Don’t Measure."
How true is that?
As part of our analytics and reporting services, we install (or optimize your existing) a dashboard that can be accessed 24/7 that integrates Google Analytics & Webmaster Tools (aka Search Console), Google Ad, Microsoft Ads, and Bing Webmaster Tools, and Social Media reporting on one screen. This allows you to measure and monitor your website’s performance and health, marketing, and advertising efforts.
We will help you read and understand the analytics, and the dashboard even makes complex or confusing data meaningful; by turning it into easy-to-understand charts and graphs.
Digital Marketing & SEO FAQs
As you might imagine, we get a lot of questions about the ins and outs of digital marketing and SEO. Below are some of the most common, but if you have a question not answered below, feel free to contact us. We're happy to answer it and share it with our clients!