SEO Company Los Angeles - Introduction to SEO

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SEO Services Los Angeles (FreshSEO) CEO, Justin Lofton, did a presentation on search engine optimization basics for General Assembly. …

SEO Services Los Angeles (FreshSEO) CEO, Justin Lofton, did a presentation on search engine optimization basics for General Assembly.

Fresh SEO Company Los Angeles provides search engine strategies and solutions for businesses located in the Los Angeles area. Check out this SEO report to learn more about how you can market your brand and website using search engine optimization services.

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  • 1. Introduction to SEO Justin Lofton – CEO SEO Company Los Angeles FreshSEOcompany.com ‣  SEO Company Los Angeles – FreshSEOcompany.com
  • 2. AGENDA What We Will Cover… 1.  2.  Understanding Your Market 3.  User Experience Drives SEO & Conversions 4.  Creating Killer Content 5.  Driving Influence & Relevance 6.  Expanding Your Influence 7.  ‣  How SEO Has Changed Refining What s Working SEO Company Los Angeles – FreshSEOcompany.com 2
  • 3. INTRODUCTION Let s Review The Facts… ‣  ‣  16.7% = Microsoft Search Market Share (Bing) ‣  11.6% = Yahoo! Search Market Share (Bing) ‣  ‣  67.5% = Google s Search Market Share The rest don t matter (AOL & Ask) SEO Company Los Angeles – FreshSEOcompany.com 3
  • 4. MORE Facts Organic Search = Traffic ‣  ‣  86% of web searchers trust organic SEO listings more than sponsored/paid PPC listings. ‣  ‣  85% of clicks resulting from a search are on the organic results rather than the paid ads. The 1st, 2nd & 3rd organic positions deliver 61% of the traffic from organic search SEO Company Los Angeles – FreshSEOcompany.com 4
  • 5. MORE Facts DESKTOP Search hits all time high…(March 2013) ‣  ‣  Despite MASSIVE growth in mobile search ‣  Despite Large Adoption of Tablets ‣  ‣  20+ Billion Searches Per Month The Search Pie is Growing Rapidly SEO Company Los Angeles – FreshSEOcompany.com 5
  • 6. Other Important Facts Buyers love Search… 61% of global Internet users research products online. (Interconnected World) ‣  41% of online shoppers begin by using a search engine. (Interconnected World) ‣  57% of TV viewers use the web simultaneously. (Nielson) ‣  ‣  SEO Company Los Angeles – FreshSEOcompany.com 6
  • 7. Introduction to SEO 1. How Has SEO Changed? ‣  SEO Company Los Angeles – FreshSEOcompany.com
  • 8. 1. How Has SEO Changed? What We Will Cover… 1.  2.  New Signals Are Needed To Win 3.  Authority Means More Today 4.  Relevance Creates Authority 5.  ‣  The Machine Is Smarter Your Visitor Is Priority #1 SEO Company Los Angeles – FreshSEOcompany.com 8
  • 9. 1. How Has SEO Changed? The Machine is Smarter •  •  Engaging Content Is A Must •  ‣  Science + Art = Success Social Signals Play A Critical Role SEO Company Los Angeles – FreshSEOcompany.com 9
  • 10. 1. How Has SEO Changed? New Signals Are Needed To Win Old Signals ‣  Links = votes (some more important than others) ‣  Content = relevancy & builds PageRank ‣  PageRank = Google s algorithm backbone New Signals ‣  Social Media = FB, +1, Rel Author, Twitter, etc) ‣  Authority (Co-citation, Branded Anchors, Direct Traffic) ‣  Engagement (Page speed, time on site, bounce rate) ‣  SEO Company Los Angeles – FreshSEOcompany.com 10
  • 11. 1. How Has SEO Changed? Authority Means More Today What Determines Authority? 1. Rel=Author 2. Direct Traffic (Chrome, Gmail, Analytics) 3. Co-citations 4. Branded (Is your brand name in content?) Anchors Text 5. Relevancy ‣  (Post Penguin 2.0) Creates Authority SEO Company Los Angeles – FreshSEOcompany.com 11
  • 12. 1. How Has SEO Changed? Relevancy Creates Authority Become more relevant to your niche and authority with search engines will improve… • Acquire links from industry/topically related websites (directories, associations, citation websites) • Organize • Use website content (create silos) Rel=Author to create engagement and conversation in your industry or with your customers ‣  SEO Company Los Angeles – FreshSEOcompany.com 12
  • 13. 1. How Has SEO Changed? Example of Rel=Author ‣  SEO Company Los Angeles – FreshSEOcompany.com 13
  • 14. 1. How Has SEO Changed? Your Visitor is Priority #1 Focus on improving these key performance indicators (KPIs) ‣  Time on site ‣  Bounce ‣  Page rate speed / page size These elements also lead to higher conversions! ‣  SEO Company Los Angeles – FreshSEOcompany.com 14
  • 15. Introduction to SEO 2. Understanding Your Market ‣  SEO Company Los Angeles – FreshSEOcompany.com
  • 16. 2. Understanding Your Market What We Will Cover… 1.  2.  Who Are Your Competitors? 3.  Who Is Searching For You? 4.  What Is The Language of Your Market? 5.  ‣  What Keywords Are Driving Traffic & Sales? What Is The Market Asking About? SEO Company Los Angeles – FreshSEOcompany.com 16
  • 17. 2. Understanding Your Market What Keywords Are Driving Traffic & Sales? •  Google Keyword Planner •  SEMrush •  Suggestions ‣  ‣  Yahoo ‣  Bing ‣  ‣  Google Amazon ‣  eBay SEO Company Los Angeles – FreshSEOcompany.com 17
  • 18. 2. Understanding Your Market Google s Keyword Planner •  •  Go to “Keyword Ideas” tab •  ‣  Brainstorm 5 to 10 broad keywords in your market Export all to CSV for easy management SEO Company Los Angeles – FreshSEOcompany.com 18
  • 19. 2. Understanding Your Market SEMrush s Keyword DATA •  •  Grab main keywords •  Add those back into SEMrush •  ‣  Use your website first Add all of those related keywords to your CSV from Google keyword tool SEO Company Los Angeles – FreshSEOcompany.com 19
  • 20. 2. Understanding Your Market Google Suggestions •  •  Grab all keywords •  ‣  Also use UberSuggest.org Add all of those suggestion keywords to your CSV from Google keyword tool SEO Company Los Angeles – FreshSEOcompany.com 20
  • 21. 2. Understanding Your Market Other Suggestion Data ‣  SEO Company Los Angeles – FreshSEOcompany.com 21
  • 22. 2. Understanding Your Market Putting it together •  •  Focus on relevancy to your product or service •  ‣  Identify 5 to 10 Core Keywords Organize keywords so that you have 20 to 50 keywords in each Core Keyword grouping SEO Company Los Angeles – FreshSEOcompany.com 22
  • 23. 2. Understanding Your Market Who Are Your Competitors? Search Competitors ‣  Use keyword research to identify 5 to 10 Core Keywords and 10 main competitors that rank well for your those Core Keywords Non-Search Competitors ‣  These ‣  could be offline or from Pay Per Click SEO Company Los Angeles – FreshSEOcompany.com 23
  • 24. 2. Understanding Your Market Who Is Searching For You? 1.  2.  Use Google analytics data to understand from what countries, states and cities are driving your web traffic and sales 3.  ‣  Use Alexa.com demographic data to understand who is searching and visiting your website and your competitors website Combine this data with your sales data and build persona(s) for your ideal prospects SEO Company Los Angeles – FreshSEOcompany.com 24
  • 25. 2. Understanding Your Market What Is The Language of Your Market? Step 1. Review Organic Search Results & Content ‣  What type of content and information is ranking in the top 10 results of Google? ‣  What messaging are those search competitors using in their content? ‣  SEO Company Los Angeles – FreshSEOcompany.com 25
  • 26. 2. Understanding Your Market What Is The Language of Your Market? Step 2. Review PPC Ad Text & Landing Pages ‣  What words are used to drive the clicks? ‣  What are the calls to action on the landing pages? ‣  SEO Company Los Angeles – FreshSEOcompany.com 26
  • 27. 2. Understanding Your Market What Is The Language of Your Market? Step 3. Put The Information Together = Formula for Success ‣  What content type will engage your visitors? ‣  What benefits are the rest of the competitors using in their text? ‣  What calls to action align well with your products and sales funnel? ‣  SEO Company Los Angeles – FreshSEOcompany.com 27
  • 28. 2. Understanding Your Market What Is The Market Asking About? Yahoo Answers ‣  Search for your Core Keywords ‣  What questions are people consistently asking? ‣  SEO Company Los Angeles – FreshSEOcompany.com 28
  • 29. 2. Understanding Your Market What Is The Market Asking About? Amazon ‣  Search ‣  Find your keywords top selling books (they rank at the top) ‣  Read titles, back of book & table of contents ‣  SEO Company Los Angeles – FreshSEOcompany.com 29
  • 30. Introduction to SEO 3. User Experience Drives SEO & Conversions ‣  SEO Company Los Angeles – FreshSEOcompany.com
  • 31. 3. User Experience Drives SEO What We Will Cover… 1.  2.  Use of Facial Imagery 3.  A Clear Call to Action 4.  Clear Messaging 5.  ‣  Trust Elements Use Testimonials SEO Company Los Angeles – FreshSEOcompany.com 31
  • 32. 32 3. User Experience Drives SEO Questions Running Through The Consumer s Mind During The Purchase Process… •  •  Am I Making The Right Choice? •  Is This All I Need? •  Is This The Right Version? •  What If It Doesn't Work? •  Will It Take A Lot Of Time? •  Can I Afford It? •  Is It Easy To Use? •  ‣  Is It Right For Me? What Will My Friends, Family & Peers Say? •  Do I Know Enough About The Company That's Selling It To Me? SEO Company Los Angeles – FreshSEOcompany.com
  • 33. 3. User Experience Drives SEO Trust Elements That Work Small Things Build Big Trust… ‣  Better Business Bureau ‣  Secure Checkout Images ‣  Guarantees ‣  Associations ‣  Credit Card Images ‣  Mentions ‣  / Featured On ‣  SEOClient Logos Angeles – FreshSEOcompany.com Company Los 33
  • 34. 3. User Experience Drives SEO Use of Facial Imagery People Connect With People, Not Websites ‣  Align ‣  Let With Ideal Prospects Imagery Tell The Story ‣  Make Sure Visitors See Eyes ‣  Show The Emotions of Pain & Pleasure ‣  Use ‣  In The Fold All The Time SEO Company Los Angeles – FreshSEOcompany.com 34
  • 35. 3. User Experience Drives SEO A Clear Call to Action Keep it simple and tell them what to do… ‣  Minimize ‣  Make Number of Calls to Action Sure Buttons Look Like Buttons ‣  Use Full Phone Number ‣  Use Contrasting Colors ‣  Motivate ‣  With Benefits SEO Company Los Angeles – FreshSEOcompany.com 35
  • 36. 3. User Experience Drives SEO Clear Messaging Simple ‣  One Idea Per Page ‣  Focus ‣  So On Outcomes What Test ‣  Use Big Headlines ‣  Motivate With Benefits ‣  SEO Company Los Angeles – FreshSEOcompany.com 36
  • 37. 3. User Experience Drives SEO Use Testimonials Build Credibility & Trust ‣  Align With Ideal Prospects ‣  Keep Them Short ‣  Use Facial Imagery ‣  Videos ‣  Use ‣  Are Great Too Throughout Sales Funnel SEO Company Los Angeles – FreshSEOcompany.com 37
  • 38. Introduction to SEO 4. Creating Killer Content ‣  SEO Company Los Angeles – FreshSEOcompany.com
  • 39. 4. Creating Killer Content What We Will Cover… 1.  2.  Killer Content Ideas 3.  Where Is The Low Hanging Fruit? 4.  Epic Headlines 5.  ‣  Why Does Killer Content Always Win? Optimizing Your Killer Content SEO Company Los Angeles – FreshSEOcompany.com 39
  • 40. 4. Creating Killer Content Why Does Killer Content Always Win? Who Ever Holds The Attention Wins ‣  It Builds MASSIVE Trust ‣  It Naturally Gets Shared ‣  Google Gets The Signals It Wants ‣  It ‣  It ‣  Creates Conversation Sets You Apart From Your Competition SEO Company Los Angeles – FreshSEOcompany.com 40
  • 41. 41 4. Creating Killer Content Killer Content Ideas ‣  Videos (instructional, entertaining, demonstration) ‣  Slide Shows (imagery, instruction, Top X Lists) ‣  Mind Mapping (unique diagrams, charts) ‣  Flow Charts ‣  Interviews ‣  (audio, video or text) ‣  Articles That Educate ‣  Infographics (graphics that educate) ‣  Reports ‣  Free That Educate Tools ‣  Calculators ‣  Webinars SEO Company Los Angeles – FreshSEOcompany.com
  • 42. 4. Creating Killer Content Where is The Low Hanging Fruit? It s Easier Than You Think… ‣  Leverage ‣  Video Is The King & Costs Are Reasonable ‣  Answer ‣  Push Assets You Already Have The Questions In The Market Through All Channels ‣  Consistently ‣  Create Content SEO Company Los Angeles – FreshSEOcompany.com 42
  • 43. 4. Creating Killer Content Epic Headlines Use These Resources For Success… • 101 Headline Formulas (Google it) • PopURLs.com • Digg.com ‣  SEO Company Los Angeles – FreshSEOcompany.com 43
  • 44. 4. Creating Killer Content Optimize Your Killer Content Google Still Loves Text… • Core of Google s Algorithm • Books = Evergreen Content • Newspapers • Clear Headlines & Sub-Headlines • Engaging • LOTS ‣  = Blogging Images and/or Video of Text!!! SEO Company Los Angeles – FreshSEOcompany.com 44
  • 45. 4. Creating Killer Content Optimize Your Killer Content Let s Cover The Technical Stuff… • META Title – Lead With Keyword(s), End With Benefits, Get Attention – 57 to 67 Characters max • META Description – Use Core & Secondary Keywords, Reinforce Benefits – 140 Characters max • META • URL ‣  Keywords – Not Needed – Include Your Keyword SEO Company Los Angeles – FreshSEOcompany.com 45
  • 46. 4. Creating Killer Content Optimize Your Killer Content What You Need To Do… • Big Attention-Getting Headline With Main Keyword (H1 a must, H2 & H3 optional) • Engaging Image or Video (name your image or video with secondary keyword) • 600 to 1200 words of text (break it up with bulleted and numbered lists & imagery) ‣  SEO Company Los Angeles – FreshSEOcompany.com 46
  • 47. Introduction to SEO 5. Driving Influence & Relevancy ‣  SEO Company Los Angeles – FreshSEOcompany.com
  • 48. 5. Driving Influence & Relevancy What We Will Cover… 1.  2.  Directories That Matter 3.  Press Release Syndication 4.  Social Media Marketing 5.  Blogging Strategy 6.  ‣  Competitive Link Analysis Are You A Local Business? SEO Company Los Angeles – FreshSEOcompany.com 48
  • 49. 5. Driving Influence & Relevancy Competitive Link Analysis Hangout In Their Neighborhood… • Use MajesticSEO or OpenSiteExplorer • Find Websites Linking to 2 or More of Your Competitors (industry hubs) • These Links Drive Relevance & Are Easier To Acquire ‣  SEO Company Los Angeles – FreshSEOcompany.com 49
  • 50. 5. Driving Influence & Relevancy Directories That Matter They Still Mean A Lot… • DMOZ – Submit & Wait • Yahoo Directory – $299 Per Year • Starting • Best ‣  Point - $99 Per Year of The Web - $299 Lifetime SEO Company Los Angeles – FreshSEOcompany.com 50
  • 51. 5. Driving Influence & Relevancy Press Release Syndication Yes They Work…Still  • PRWeb, • Links from Authority Websites • Anchor Text Relevancy • Branded • Media ‣  PRLeap, PRNewsWire Mentions Exposure SEO Company Los Angeles – FreshSEOcompany.com 51
  • 52. 5. Driving Influence & Relevancy Social Media Marketing Where Does Your Crowd Hang Out? • 3 Must-Haves – Facebook, Twitter, Google+ • YouTube now Social • Pinterest • Instagram • Tumblr ‣  SEO Company Los Angeles – FreshSEOcompany.com 52
  • 53. 5. Driving Influence & Relevancy Social Media Marketing I Thought This Was About SEO…? • Linking • Links To Authority Websites From Authority Websites • Virality Creates More Links • Branded Mentions Create Authority • Consistency Creates Both Influence & Relevance ‣  SEO Company Los Angeles – FreshSEOcompany.com 53
  • 54. 5. Driving Influence & Relevancy Blogging Strategy Quality & Consistency is Key… • Start Out At Least Once Per Week • Work • Show Social Buttons • Allow Others To Guest Blog • 500+ ‣  Up To Once Per Business Day Words (no thin pages) SEO Company Los Angeles – FreshSEOcompany.com 54
  • 55. 5. Driving Influence & Relevancy Are You A Local Business? Google+ Is Your Friend… • Claim Your Google+ Local Listing • Create Local & National Citations • Proactively ‣  Gather Positive Reviews SEO Company Los Angeles – FreshSEOcompany.com 55
  • 56. Introduction to SEO 6. Expanding Your Influence ‣  SEO Company Los Angeles – FreshSEOcompany.com
  • 57. 6. Expanding Your Influence What We Will Cover… 1.  2.  Leverage Channels That Rank 3.  ‣  Building Social Proof Web Property Link Acquisition SEO Company Los Angeles – FreshSEOcompany.com 57
  • 58. 6. Expanding Your Influence Building Social Proof Google Top 10 Positions Are Beach Front Property… • Post Penguin 2.1 – Now Displaying More URL Diversity • Push Competitors Off The First Page • When ‣  All Roads Lead To You…You Win!!! SEO Company Los Angeles – FreshSEOcompany.com 58
  • 59. 6. Expanding Your Influence Leverage Channels That Rank Some Properties Are Always There… • Approx • Short 70+ post Penguin 2.1 List •  •  Tumblr •  YouTube •  Flickr •  LinkedIn •  Reddit •  ‣  Facebook Blogger •  Yahoo Answers SEO Company Los Angeles – FreshSEOcompany.com 59
  • 60. 6. Expanding Your Influence Web Property Link Acquisition Create A Web of Authority… •  Interlink •  Make •  Lead •  Use It Easy For Visitors Them Home Branded & Keyword Anchors •  People ‣  Your Newly Created Properties Searching Won t Have A Choice SEO Company Los Angeles – FreshSEOcompany.com 60
  • 61. Introduction to SEO 7. Refine What s Working ‣  SEO Company Los Angeles – FreshSEOcompany.com
  • 62. 7. Refine What s Working What We Will Cover… 1.  2.  Follow The Momentum 3.  ‣  KPIs That Matter Wrap Up The Entire Market SEO Company Los Angeles – FreshSEOcompany.com 62
  • 63. 7. Refine What s Working KPIs That Matter What Ultimately Affects The Bottom Line… • Leads & Sales (set up goals) • Rankings? • Traffic (overall) • Referral Traffic (beach front property) • Engagement – Time on site, bounce rate, social signals ‣  SEO Company Los Angeles – FreshSEOcompany.com 63
  • 64. 7. Refine What s Working Follow The Momentum Make The Strong, Stronger… • Focus on Core Keyword Campaigns That Are Increasing Leads & Sales • Add More Content On Those Topics • Make More Videos Related To Those Campaigns • Test Content Types on Keywords That Are Converting ‣  SEO Company Los Angeles – FreshSEOcompany.com 64
  • 65. 7. Refine What s Working Wrap Up The Market All Ships Rise With The Tide… • Remarketing • Pay Per Click – Search, Social & YouTube • Affiliate ‣  – Search & Social Marketing – Open New Channels SEO Company Los Angeles – FreshSEOcompany.com 65
  • 66. Introduction to SEO Q&A FreshSEOcompany.com ‣  SEO Company Los Angeles – FreshSEOcompany.com 66
  • 67. Introduction to SEO Bonus… ‣  SEO Company Los Angeles – FreshSEOcompany.com
  • 68. Bonus… What We Will Cover… •  •  Questions You Should Be Asking •  ‣  Frequently Asked Questions Unbiased Answers - I ll do my best J SEO Company Los Angeles – FreshSEOcompany.com 68
  • 69. Bonus… 69 Frequently Asked Questions 1.  2.  How Much Time Will My Staff Have To Work On This? 3.  ‣  How Long Does It Take To See Results From Search Engine Optimization Efforts? Our Competitors Are Way Ahead of Us Should We Invest In Another Channel? SEO Company Los Angeles – FreshSEOcompany.com
  • 70. Bonus… 1. How Long Does It Take To See Results From Search Engine Optimization Efforts? •  •  It depends on the market and competition •  It depends on the starting point •  We often do see results within weeks •  ‣  I always tell clients that 3 months is a reasonable expectation A long term outlook is critical – Think mutual fund investing vs day trading (PPC) SEO Company Los Angeles – FreshSEOcompany.com 70
  • 71. Bonus… 2. How Much Time Will My Staff Need To Work On This? •  •  ‣  The first 4 to 8 weeks are critical to getting SEO campaigns launched After the setup period you will only need to approve ongoing content creation and other changes that might be necessary to the website SEO Company Los Angeles – FreshSEOcompany.com 71
  • 72. Bonus… 72 3. Our Competitors Are Way Ahead of Us. Should We Invest In Another Channel? •  •  Most of your competitors will have large holes in their strategy so you can take advantage of that and close in on them quickly •  ‣  At the end of the day, organic search will deliver the highest ROI compared to other marketing channels All channels are working together in today s marketplace so you need to be there SEO Company Los Angeles – FreshSEOcompany.com
  • 73. Bonus… Questions You Should Be Asking When Choosing A SEO Agency 1.  Why Are Your SEO Services So Cheap? 2.  Why Do I Need To Sign A Contract? 3.  Do You Have Recent Case Studies & References? 4.  What Content Do We Have Available That Isn t On Our Website? 5.  How Can We Start Making Videos To Use In Our Marketing Efforts? 6.  Can I Handle SEO With In-House Staff Alone? What Are The Biggest SEO Traps? ‣  SEO Company Los Angeles – FreshSEOcompany.com 7.  73
  • 74. Bonus… 1. Why Are Your SEO Services So Cheap? •  •  These price points are common for link builders or website optimizers •  ‣  If you are being offered SEO services for $300 or less then you will likely see no results SEO should incorporate detailed market and keyword research, website optimization, content creation, link acquisition and social engagement strategies SEO Company Los Angeles – FreshSEOcompany.com 74
  • 75. Bonus… 75 2. Why Do I Need to Sign A Contract? •  •  You need the ability to switch to another SEO partner if they are not producing results •  ‣  Look for providers that will deliver services month-to-month or give you a 3 month trial period before signing a longer term contract. In today s market the nimble win. Waiting for a contract to end can cost you far more than the cost of the contract itself SEO Company Los Angeles – FreshSEOcompany.com
  • 76. Bonus… 76 3. Do You Have Recent Case Studies & References? •  •  Make sure the proof is recent – due to ongoing Google updates (Panda, Penguin, Penguin 2.0, etc) you need to know they are still producing results •  ‣  Make sure you see proof of the SEO providers work You should be able to contact current clients to get some comfort that you are committing to a SEO partner that has what it takes to win SEO Company Los Angeles – FreshSEOcompany.com
  • 77. Bonus… 77 4. What Content Do We Have Available That Isn t On Our Website? •  •  ‣  Have you created content for offline use that could be put online? – pamphlets, books, articles for magazines, instruction manuals, reports, testimonials, videos You can catch to competitors much quicker if you try and leverage assets you already have available to you SEO Company Los Angeles – FreshSEOcompany.com
  • 78. Bonus… 5. How Can We Start Making Videos To Use In Our Marketing Efforts? •  •  Low production videos perform better on the Internet •  ‣  Video should be a cornerstone of your content creation How do we turn text based content into video content? SEO Company Los Angeles – FreshSEOcompany.com 78
  • 79. Bonus… 6. Can I Handle SEO With In-House Staff Alone? •  •  The talented folks that are available demand big salaries and need additional personnel to fully deploy and manage campaigns •  You basically need a team to address on-page optimization, content creation, link acquisition and social media •  ‣  In today s market it is very difficult to find talented people that understand every element of search engine optimization The ROI is typically much bigger when using a SEO partner that delivers results, compared to hiring in-house staff SEO Company Los Angeles – FreshSEOcompany.com 79
  • 80. Bonus… 7. What are the biggest seo traps? •  •  Worrying about Google penalizing your website •  Being overly concerned with optimizing website content •  Thinking you will see overnight results from SEO efforts •  ‣  Paying too much attention to the SEO industry chatter Staring at SEO rankings on a daily basis SEO Company Los Angeles – FreshSEOcompany.com 80