You've just clicked down the rabbit hole.
What does SEO entail?
There is a lot to be said... Too much.
I am carving out time in my schedule and have begun writing extensively on the subject.
Authoritative Associations: A Collection of SEO Articles
Even without long-form content, or this article, I still got my little 3-page site ranking for the query, 'seo rochester.'
I'm pretty excited about it because I only made it on Wix. It features some just-long-form-enough-to-not-be-considered-thin-to-search-engines content about SEO, and a little bit about myself.
On-Page Optimization is a lost art these days. In our practice, it is the most important, foundational factor of which to take control when conducting SEO Implementation.
Why is it lost?
Why does any art become lost? It's hard to say.
What do skip the details? This is what a basic SEO campaign looks like:
In it's most fundamental form, an SEO campaign is built of these four subjects:
Arguably the most important aspect of an SEO campaign.
I find the exercises involved in this process are integral to Business Development and the Marketing Direction as a whole.
Google ranks its sites based on many things, one of which is Click-Through. Understanding your competition from this perspective can uncover many things about your industry, about which you may not know.
Generally, this is where SEO gets particularly technical.
Outside of PageSpeed optimization and copy-writing suggestions & edits, dealing with URL structure, HTML tags, to as deep as structuring data using schema.org markup language, is where things get pretty nerdy.
In many ways, this is the foundation on which our campaign is built. Many SEOs focus too much on link-building and other off-page signals because it (used to be) a quick game that you can turn on and off at will. When the market is still full of agencies like this, solid On-Page will generally win the game on it's own.
In a world of increasing search turbulance within an algoryhtm that changes 600 times a year on average, it's very important to focus on the building this foundation.
Based on Keyword Research, we can begin to strategize long-tail, low competition high search volume, keywords from which we can begin penetrating the SERPs within your target vertical.
Based on Market Research, we can begin to strategize what types of content engages users and makes them click and convert. The amount that we can learn from successful competition here is vast. This is where we put it into practice.
Off-Page is not what it used to be.
10 years ago, it was all about backlinks. Now, be very careful with these. It's very easy to irrevocably mess this up if you don't know what you're doing.
Here, we focus on optimizing your Entity (NAP) authoritatively within Google's Knowledge Graph. Understand that AI scans the internet for keywords and associates them to other entities and ideas. In this way, text mentions & social shares very quickly become the 'new links' in SEO.
As a Yext Partner, I find Directory & Listing syndication to be an integral piece of publishing content and local data across our network of authoritative local directories and data aggregators.