What The Heck is SEO?

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With staggering numbers of people worldwide using the internet, it is now estimated that there are roughly 5.5 billion searches performed on Google per day. For businesses and individuals working toward establishing and sustaining a solid online presence, Search Engine Optimization (SEO) has undoubtedly become a necessity. By definition, SEO is the process of organically maximizing the number of visitors to a website because the site appears high on the list of results returned by a search engine.

However, as with many factors within constructing a powerful website, one must have a well-informed approach to performing SEO or risk spending time and money without reaping the benefits in terms of the desired high rankings and high visibility. The first step to website ranking success is knowing what SEO is, how it is used by Google, and why your website needs it. The second step is knowing the right way to perform SEO versus undesirable SEO practices.

Here, we will break the SEO process down in a way that is easy to understand, so that your organization or business can start to see great results in website rankings!

Where It Came From

OK, super quick history lesson. In the 90s, search engines like Yahoo, Dogpile, and AltaVista were on the rise. In an effort to generate as much traffic to their site as possible, website owners realized they could force higher rankings in search results by adding unrelated keywords, “stuffing” keywords, and incorporating hidden text and hidden links. This became known as “Black Hat SEO,” the bending and breaking of rules just to get more website traffic. Users were excited that finding information on the web came with greater ease, but there was a problem with quality and accuracy of the results .

Hence, in 1998, SEO was introduced. Google was created and stepped in with a technology that ranked search results based on the quality of a website as a whole, not just the quantity of keywords stuffed on a page. They established criteria to ensure genuine and accurate results for their users. Therefore, in order for a website to be at the top of search results, it had to meet verifiable criteria. Google’s original goal was, and still is, to “reward high-quality sites, and to keep search results authentic,” also known as “White Hat SEO.”.

Why Being on the First Page of Search Engine Results is Key

The competition is high—data has shown that the first five Google results get 67% of all clicks. The goal of best-practice SEO is to get your website to the top of a search engine results list, without any “Black Hat” factors.  

Crucial Criteria for Optimal “White Hat” SEO

Let’s face it, not many of us go further than the first page of Google results, which is why SEO is crucial for your website’s visibility. There is no way to absolutely guarantee that you’ll be the top result, but Google uses an algorithm to rank your website, so taking these steps is your best chance to get your website to appear on the first page—or better yet—in that number one results spot in Google, there are some essential elements that must be incorporated into your website.

  • Domain age and registration length
  • Keywords appearing in domain, tags, titles, throughout pages
  • Meta descriptions
  • Content length
  • Speed
  • User, and mobile-friendly layouts
  • Links to and from other sites to enhance your site reputation (backlinks)
  • Updating your website frequently (by adding new content, blogs are great)

Since websites will only rank at the top if they abide by Google’s search engine guidelines, it is imperative that your website be set up to meet all the criteria set by Google for optimal SEO. Remember, SEO is about your online presence as a whole. Using paid ads alone won’t get you to the top, since only 15% of traffic comes from paid ads.  

It has been said that “if your blog post, article, or product is on any page of the Google search results other than the first, it’s the equivalent of it not ranking at all.” At Brockett Creative Group, our Google Certified experts certified in optimal, White Hat SEO have been getting our clients on the top of the results list for almost two decades. Let our team take your website to the next level, contact us today for more information.

Content Management: A System You Can Work With

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Even a small website can contain a great deal of information in the form of copy, photographs, and graphics. As most websites change content frequently to reflect changes in products, services, and news and information, a straightforward and reliable Content Management System (CMS) is essential.

For Brockett Creative Group clients, we provide just that CMS through our subsidiary tSpark. The tSpark CMS gives users the ability to add and remove pages, add, edit, and delete text, and control images throughout the site. In developing the design for your website, we will work with you to get the header and footer – which generally do not change and often contain the site menu, location, and contact information – where you want it and then build your site into the CMS so that it appears the way you want.

At this point, BCG staff will provide you with unique login credentials and train you how to use the tSpark CMS. You will then have complete control over the information you present on your website, allowing you the flexibility to adapt to any changes in your industry or the market.

If you’re ready to take control of your website, email or call us at 315-797-5088.

Collateral: Connecting You With Your Audience

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Electronic communications may currently rule, but print collateral pieces still play an important role in marketing. Collateral materials are tangible representations of your brand that support and enhance sales and marketing efforts. Some commonly used collateral pieces are:

  • Business Cards
  • Brochures
  • Rack Cards
  • Stationery
  • Folders

Just as e-readers didn’t replace books (as some predicted), there are certain items that just have a special look and feel when printed. Sure, you can scan a QR code for contact information and save it directly into your phone, but it’s not the same as a business card that is printed on nice paper, with colorful ink, and a logo. Similarly, the experience of holding and perusing a printed piece is much different than consuming the same information online.

Printed collateral is often perceived as being more personal, and therefore more effective. Even though both electronic and print communications can be easily personalized, the experience of getting something in the mail that the recipient recognizes as special due to everything from the feel of the paper, to the selections of colors, to the font…all of which translate very differently from electronic to print iterations. For example, which would you prefer from a not-for-profit organization seeking a donation or for a loved one’s wedding invitation, an email invite or a traditional paper one? Both contain the same information, but one means more to you.

Today, we’re more excited to see postal mail than email.

Your collateral materials will enhance your other marketing ventures, such as your website and advertising, and will provide your audience with a physical representation of your brand. To get started aligning your collateral with your other efforts, email or call us at 315-797-5088.

What’s Up with Website Apps?

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At their most basic, website applications (apps) help users interact with your website, adding value to their experience.

Web applications are what allow us to have the interactive experience with websites that we enjoy today, unlike the static websites of the past. Any time you fill out an information form, login, use a shopping cart, check webmail (e.g. Gmail), use a map, or manage your website with a Content Management System, you are using a website application. They are also what allow websites to store information that you provide so that you don’t have to re-enter it with every interaction (think credit cards on your go-to shopping sites).

Web applications are also built to be compatible with any number of browsers and operating systems, so someone using an iPhone during the day and a PC at night will have a consistent experience.

Proper coding of web applications is essential, as weak coding can lead to security vulnerability. Considering the information gathered and stored by these apps, any security weakness has the potential for devastating consequences.

Among the web applications built by Brockett Creative Group are:

  • MyPath, an app that allows site users to create and organize destination itineraries
  • Job and Internship Placement that connects job seekers with employers and offers job search tips and information

If you’d like to learn more about how BCG can help you with applications for your website, email us or call us at 315-797-5088.