Search Engine Optimization, or SEO, is a long-term marketing channel that combines content, networking, site structure, and other processes together in order to rank effectively on search engine result pages.

SEO is a highly involved, strategy-driven process that can take months to years to establish domain authority against competitors; this ultimately depends on the demand of the selected keywords. Google is in business to provide the most accurate information every time a user conducts a search, and because of this, domain authority among competitors is constantly evolving.

With SEO in constant evolution, previous best practices and tactics may cause penalization in today’s landscape. A highly specialized team is needed to ensure that the content produced and practices implemented are aligned with the users search intent and follow Google’s complex algorithms.

A significant portion of SEO is what users can actually see on your website. It is having clear, concise, and keyword-rich content with easy navigation and appropriate links. However, the front end of the website is only half of the story. We often meet with clients who think that their site will be an easy fix: just write some new content, make it look and flow better, and all will be great, right? Not really.

After we get a good look at the code, we begin to find out why a business is not ranking as well as they’d like. While everything on the frontend of the website seems to be well optimized, if that website’s content and design is buried in miles of dense code, it is unlikely that Google’s bots will be able to properly index the content. A properly optimized website contains not only all of the frontend factors, but also has clean code, proper URL structure, and a range of other factors.