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How to Improve Your SEO


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As a strategic media planning and buying agency, we negotiate and manage advertising campaigns and work with brands to raise their profiles across multiple delivery platforms. As a part of that effort, we often help our clients improve their SEO either in advance of or in concert with an advertising campaign. SEO is a long-term strategy and it can take a while before you see noticeable results. But in time, it will build brand awareness and boost your company’s search results. Embarking upon an SEO initiative can provide you with some great data that can help not only improve search results but also paid advertising campaign engagement. SEO offers a ton of information on which keywords will drive search results for your company. Finally, an SEO initiative will help you learn more about your target audience to more effectively reach and connect with them.

What is SEO?

SEO stands for search engine optimization. It is the process of increasing web traffic from free, organic, editorial or natural search results on search engines like Google, Bing and Yahoo. The goal of SEO is to increase the quantity and, even more importantly, the quality of traffic to your website through organic search engine results.

Now that you know the what, it’s time to get a better understanding of the how. In our latest SlideShare presentation, we map out seven areas you can focus on to optimize your website for search engines.

Published in: Marketing
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How to Improve Your SEO

  1. 1. How to Improve Your SEO
  2. 2. Hello! We are Richardson Media Group A strategic media planning and buying agency, we negotiate and manage advertising campaigns and help brands raise their profiles across multiple delivery platforms. Learn more about us at
  3. 3. SEO SEO stands for search engine optimization. It is the process of increasing web traffic from the free, organic, editorial or natural search results on search engines like Google, Bing & Yahoo. Source:
  4. 4. 1. General SEO Rank Today’s SEO experts assign websites with a homepage rank to show where the website stands vis-a-vis the search engines and overall internet effectiveness.
  5. 5. General SEO Rank ▣ The homepage rank is a grade on a 100-point scale that represents your Internet Marketing Effectiveness. ▣ The algorithm is based on 70 criteria including search engine data, website structure, site performance and others. ▣ A rank lower than 40 means that there are a lot of areas to improve. A rank above 70 is a good mark and means that your website is probably well optimized.
  6. 6. 2. High Volume Keyword Search Ranking You want your website to rank as high as possible on page one when a person searches for high-volume keywords.
  7. 7. Ranking for High Volume Search Keywords: ▣ Search engines measure the average number of monthly searches for relevant industry keywords. The goal is to rank on page one for as many high-volume search terms as possible. ▣ Google pages have 10 positions per page. If you rank #6, it means you are appearing in the sixth position on page one. If you rank #16, you are appearing in the sixth position on page two. ▣ Your company will rank on page one for keywords that contain your company name.
  8. 8. Tips to Boost Search Ranking for High Volume Search Keywords: ▣ Make title tags clear, concise (50-60 characters) and include your most important keywords. ▣ Make sure all web pages have a unique meta description that contains the most important keywords (these appear in bold when they match a user’s search query). ▣ Search engines may create their own titles and descriptions if they are missing, poorly written or not relevant to the content on the page. Titles and descriptions will be cut short if they go over the character limit. ▣ While it is important to ensure every page has an <H1> tag, there should only be one per page if you're using HTML5. Instead, use multiple <H2> - <H6> tags.
  9. 9. 3. Images Website images must be properly tagged (described) in order for Google bots to “see” what they are all about.
  10. 10. Image Tagging: ▣ Image tags are known as <alt tags>. Alt tags were originally developed to help blind people experience the internet. ▣ Because Google’s bots are not human, they depend on alt tags to help them “see” images on websites they crawl. ▣ If your audience is local, we recommend tagging all images with desired keywords and GPS locations. Building more local relevance into tags that support the page content through the images. ▣ An added benefit is this will help your business rank higher in Google image search.
  11. 11. 4. SEO Metrics + Backlink Profile Ranking Websites are measured using SEO metrics that tell us how many times a URL is linked to other sites. This backlinking score is related to a website’s ‘trust flow’ with Google.
  12. 12. SEO Metrics Dictionary: ▣ UR = URL Rating. A metric that shows how strong a domain’s backlink profile is on a scale from 1 to 100. ▣ DR = Domain Rating. A 1-100 metric related to a domain’s backlink profile. The higher a domain's DR, the more “link juice” they offer. Backlinks from high-DR websites carry more “weight” or influence. ▣ A website’s UR and DR Ratings help to determine its backlink score. ▣ More and higher quality backlinks are key to better SEO. ▣ Higher SEO metrics scores mean a higher ‘trust flow’ with Google.
  13. 13. SEO Metrics: “Trust Flow is a metric that finds a website’s quality based on the quality of its links with other sites in the same niche.” Source:
  14. 14. 5. Citation Building + Directory Listings Building citations and updating directory listings will improve your backlink score and your trust flow with Google.
  15. 15. Citation Building & Directory Listings: ▣ Gaining exposure on other sites and platforms ▣ Reciprocal link-building ▣ Maintaining a blog and linking to high-quality sites ▣ Guest blogging or inviting guests to write a piece to appear on your website ▣ Evaluating web copy for high volume keywords ▣ Updating and making sure directory listings are accurate and consistent
  16. 16. Citation Building & Directory Listings: ▣ Social Media channels are also an important part of a robust backlink strategy. ▣ Just like directory listings, insuring clear and accurate information on social media platform profiles is key. ▣ Referrals and backlinks from social media sites to your website are valuable.
  17. 17. 6. Overall Site Performance SEO is also affected by a website’s performance on both desktop and mobile platforms
  18. 18. Improving Overall Site Performance: ▣ Optimize image tags ▣ Enable a compression feature across the site ▣ Minimize CSS (stylesheet) and JS (javascript) files ▣ Make sure website is W3C compliant ▣ Add a secure (HTTPS) protocol ▣ Fix broken links
  19. 19. 7. Mobile Site Performance The need to optimize a website for mobile is more important than ever!
  20. 20. Mobile Site Performance: “84% of households contain at least one smartphone and 30% have at least three or more devices.” Source: Pew Research 2017
  21. 21. Mobile Site Performance: ▣ Mobile pages must load quickly or visitors will bounce. ▣ Mobile content needs to be prioritized for a small screen. ▣ Forms or other CTA should be easily accessed and not require a long scroll. ▣ Images should be right-sized for mobile. ▣ Social and other share tools should be front and center. ▣ Page navigation must be intuitive. ▣ Easy to add mobile features to consider are Click to Call; Click for Google Map directions; Click to Email.
  22. 22. Questions? We’re Happy to Help. When it’s time to embark upon an SEO strategy or advertising campaign, let us guide you through the process step-by-step. (978) 834-6885
  23. 23. Thank you! We’d love to hear from you! Richardson Media Group, Inc. 21 Water Street, Suite 7 Amesbury, MA 01913 (978) 834-6885 ★ Presentation template by SlidesCarnival