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

  • The New SEO Landscape: 3 Reasons to Outsource your Content Marketing Now

    Google, which has always prized quality content as a key aspect of delivering an optimal user experience, is now in a position to realize its vision with the Hummingbird algorithm change that was rolled out in the second half of 2013. The new algorithm revolutionizes search by changing from keyword-based results to a new paradigm that analyses queries in context and then delivers results based on content that answers the questions posed by the search terms. As Google has planned all along, this places the development of quality content that delivers value to searchers squarely at the center of the vast majority of SEO campaigns.

    While quite clear in terms of the types of content that will deliver results, the new paradigm poses a new challenge to small business owners due to the amount of work that is entailed in the development and execution of content marketing strategies. Considering what is at stake, there are 3 reasons to outsource your content marketing now.

             Playing to strengths – Most businesses are founded based on the strengths of their founders, but developing content is usually not one of them. The focus on well-written posts now mandates that the content sponsored by businesses be of professional quality across different media formats that go beyond written text to include videos, podcasts and optimized images. Even in situations where founders are great writers, spending time generating content is probably not the best use of time versus running the business, meeting growth objectives, etc.    

             The sheer quantity of content that has to be created – The transition of professionally written content to the forefront of SEO initiatives also requires the publication of new materials on a regular basis, a task that will consume an increasing amount of time that, if not outsourced, will ultimately prove to be a burden on the key members of the staff. Again, the time spent on the creation of content will likely pull key people away from their core competencies.     

              Distribution – The increased amount of content has to go somewhere, and most businesses aren’t equipped for distribution through the channels that will deliver the best results. A firm that is experienced in the distribution of high value content can point specific materials to channels that can optimize SEO, marketing, and client acquisition activities simultaneously.

     

    Running a business is more than a full time job and while the new paradigm in SEO presents numerous opportunities, there may not be enough hours in the day to do both successfully. Instead, by outsourcing your content marketing you can focus on running your business while a professional team widens your audience and builds your brand.

  • Are you Managing your Company’s Reputation or Doing SEO?

    SEO

     

    While reputation management and search engine optimization (SEO) have long been categorized as different activities, the management of both practices is almost identical with two exceptions, scope and instances where a reaction is required to counter negative content that has been published prior to the initiation of a proactive reputation management program. Regarding the difference between the two practices in terms of scope, traditional SEO campaigns are narrower with the objective of optimizing single pages to rank at the top of search engine results pages (SERPs) for strategically selected keyphrases. A proactive reputation management campaign, on the other hand, with be initiated for the purpose of populating the front pages of SERPs with multiple page listings.

    The second difference, where reputation management strategies are executed in reaction to negative publications, focuses the energy and resources of the campaign on developing content to counter the specific keyphrases contained in the targeted content. For example, if the published negative content specifically mentions “ABC Product”, the campaign would focus on optimizing content based on the keyphrase “ABC Product” as well as the company’s name and any other search terms that might pull up the negative content. Under these circumstances, the campaign would be focused on defending specific search terms as defined by outside events, rather than focusing on keyphrases that provide the greatest opportunities, traffic, conversions, etc.

    For businesses that have yet to initiate reputation management and SEO campaigns or for those running them as separate entities, the similarities in execution provide an opportunity to consolidate resources and efforts to realize a sum that is greater than the two parts. In effect, running an SEO campaign like a reputation management initiative or vice-versa can serve the marketing objectives of SEO while also building a protective wall around the business’ reputation. In addition to these benefits, the combined campaigns can play an integral role in building the brand of the company through the strategic and comprehensive development of content that provides valuable and relevant information to the target market.

    The provision of company intelligence then serves to build trust and credibility (building the brand), supplement the marketing purposes of SEO and, as an increasing number of listings ascend the SERPs, increase visibility. In addition to hindering the ascension of negative content, the self-reinforcing cycle also delivers another key benefit; more listings at the top of the SERPs for the sponsoring company means less visible listings for competitors. This outcome adds another aspect to the positive cycle as ownership of the front pages of the SERPs fortifies both marketing and brand building efforts as potential and existing customers see an expanding presence in the results for their search queries.

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