Search Engine Optimization (SEO)

SEO

Having your website sitting at the top of the search engine results pages, for keywords that your target market typically uses to search for your products and services is only one aspect of what successful SEO is all about. The Gervais Group designs and executes SEO strategies that deliver results founded on research that defines the terms that the people most likely to make purchases will use when they are looking on the web for information on, or deciding where to buy, products/services that relate directly to your business.

Once these search terms have been determined, the Gervais Group’s SEO process takes a multi-faceted approach to marketing, brand building, and optimizing your business, website, and products/services. The approaches include:

  • Building and managing your company’s profile on a variety of social media sites – With the revolution in social media still in its early stages, building a presence on multiple sites is no longer an option for businesses. Building a presence on multiple sites is a must.
  • Developing an inventory of web-based assets – These types of assets include blogs and mini-sites as additional locations for posting high value content.
  • Generating high quality, high value content that gets posted to your site and distributed to social media, online assets, and authority sites across the web – Great content builds your audience, fortifies your brand, and drives traffic to your site.
  • Modifying your website for the purposes of attracting targeted traffic while helping the search engines understand the value of your website as a valuable destination – Search engines are committed to surfacing high quality pages that relate directly to users’ search terms on their results pages. Your landing pages are then optimized to capture visitors and move them toward making a purchase, contacting your business, other form of conversion.

Some SEO campaigns are considered successful if a site makes it to the front of search engine results pages. The Gervais Group raises the bar by executing strategies that result in high rankings, fortified brand building, increased credibility, and motivated traffic arriving at your site. 

Featured News

  • 4 Steps that will Fortify Local SEO Results

    SEO

     

    Much like the larger category of search engine optimization (SEO), the rules for local SEO (aka LSEO) continue to change, which can turn the determination of a starting point into a daunting task. There are, however, several steps that you can take now that will fortify your local SEO results regardless of the changes that may take place with the search engines’ ranking algorithms. These steps include:

     

    1.          Setting up business pages on Google, Yahoo and Bing – While it’s true that Google still dominates search, setting up your business pages on Yahoo and Bing can round out your presence on the three big search engines, which can prevent searches for your business from coming up empty. For example, Yahoo offers a search box on its email pages that allows people to search their emails or the web for queries. For Yahoo email users (the most recent stats show over 80 million accounts in the U.S.) this allows web searches without leaving the email page, but if you haven’t set up a Yahoo business page even searches for the specific name of your business will not return information about your company. Be sure to optimize these mini-sites with pictures and relevant information, specifically the name address and phone number (aka NAP), as well as the business categories that accurately describe your operations.
    2.         Optimizing your website’s pages for local search – Defining your location for searches that specify your geographic area is as simple as adding NAP information to each page on your site. Location-based images on your site’s pages can add even more clout to your local listings.
    3.           Going with responsive design for your website – The number of searches for local businesses using mobile devices ranging from smartphones to tablets is escalating each year. Rather than displaying your website in a single format designed for desktop computers, responsive design tailors the viewing experience to the size of each device’s viewport to deliver content that is easier to read, displays of larger images, and an easier navigation process.
    4.          Getting social – Establishing social media pages can help with your local SEO efforts while also getting your business in front of local customers. Look for pages on these networks that have been set up as local resources and affiliate with them by friending, following, etc.

     

    The search engines are in a constant state of changing the game in terms of local SEO. Regardless of the changes that the search engines may implement, however, these steps can increase your company’s visibility as well as its presence in your local market. 

  • 3 Steps to Upgrade and Update your Ecommerce Site

    e-commerce

    While an increasing number of consumers are migrating to the web to make purchases, the competition between ecommerce sites for those dollars continues apace. One of the key changes in this environment is that the web has flattened pricing structures, making it difficult to compete by offering ever lower prices without eroding profit margins completely. Absent the ability to compete on price, many ecommerce sites are now making changes to offer the best shopping experience possible from the point of arrival to the completion of  the checkout process.

    These changes include:

     ·        Rolling out the red carpet for mobile consumers – Mobile access is the future of the vast majority of ecommerce sites and making upgrades to offer an enhanced experience on smaller screens is now mandatory. Rudimentary interfaces and minimalistic mobile experiences are now being replaced by responsive design architecture that allows much of the same functionality as that of desktop screens. One aspect in particular is the ability to zoom in on images which, on smaller screens can be a critical step in the buying process. Additionally, mobile users are increasingly attuned to the sites that cater to their interests and are more likely to leave sites that are still trying to offer a one size fits all experience. Upgrade to responsive design architecture now.

     ·        Adding videos – While talking about the fantastic new features on a product is fine, showing them on video is better. When incorporating videos in your ecommerce site, avoid the temptation to “sell, sell, sell” and instead offer video content that gives consumers the information they need to make an informed buying decision. Additional videos on how to use and/or optimize specific products can instill added confidence by displaying post-purchase product support.

     ·        Enabling purchases without a long application process – Let’s face it, many consumers that are buying from you may assume that the purchase they’re about make will be their only transaction on the site. In these cases, requiring a drawn out sign up process prior to making a purchase can have them looking to buy products elsewhere with less upfront work. Instead, streamline the purchasing process and allow your customers to decide if and when they want to start an account.

    Ecommerce is evolving as fast as or faster than any activity on the web. By integrating these changes, you can ensure that your site offers a high quality customer experience, whether the interface takes place via a desktop computer, a smartphone or a tablet.

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