The first thing you need to know: SEO (Search Engine Optimization) has changed enormously (Read last week’s blog post, “Why Redesign Kyle’s Site When It’s Still Working.”).
For example, keywords are no longer the Holy Grail that drives visitors to your website. Google’s exponential rate of change has made the keyword almost antiquated. Do we still use keywords when we create content for your website and blogs? Yes, but keywords are part of the strategy and not the leading edge.
Today’s success in being found online has a lot to do with natural language, searches by humans using regular human language. People are accustomed to asking apps like Siri and Google Now to speak their searches – “I need an estate planning attorney who knows about trusts” versus typing in the phrase “estate planning attorneys Cincinnati.” Google loves these questions, because they are more specific and results are generally faster.
If Siri responds by telling you that there are twelve pizzerias near your current location, we feel your frustration; no one knows when that will start working better.
But here’s what really matters: what leads and appointments are being generated by your website?
If your website is number one in Google search, but your appointment book is empty (and we’ve seen this), then all the SEO success in the world isn’t getting the job done.
What really matters is not on the search page, it’s in your appointment book.
That’s why we work closely with clients on more than just SEO. Your website needs to perform to achieve specific goals. When potential clients get to your website, we make sure that the content – which includes language, images and videos, by the way - engages them and motivates them to pick up the phone and make an appointment. And that’s the most important metric we know!