Learn more about WSI's proven methodology for SEO results that last. From keyword research to content and social media marketing, this strategy has what it takes for your website to optimize in search engine results pages!

2. CONTENTS
Introduc on// TheBasicsofSEO
Chapter1 // TheWSIAdaptiveSEO™Methodology
Chapter2 // Keyword&CompetitiveResearch
Chapter3 // TechnicalSEOFundamentals+Foundation
Chapter4 // OptimizedContentMarketingPlan
ChaChapter5 // Publish,Socialize,Share
Chapter6 // Measure&Improve
Conclusion // WSIAdaptiveSEO™forLongLastingResults

3. TheBasicsofSEOINTRODUCTION
1
PaidSearchResults
LocalBusinessResults
OrganicSearchResults
YoumaybewonderingwhatisSEOandwhydo
youneedit?SearchEngineOptimization(SEO)isthe
processofgettingtraffictoyourwebsitefromorganic
searchresultsandlocalbusinessresultsonsearch
engines.
IncreasedIncreasedrankingswillincreaseyourorganicwebsite
trafficwhichcanincreaseleadsandsaleswithoutthe
costofpaidadvertising.
Recentindustrystatisticsshowfirstpageresultson
Googlereceiveashighas92%ofclicks,meaningifyou
aren’tonpageone,yourlikelihoodofbeingfoundis
low.
WithoutSEOefforts,WithoutSEOefforts,yourwebsitewillsufferinthe
searchenginerankingpages(SERP)meaningitwillbe
lesslikelysomeonewillbeabletofindyourbusiness
onlinewhensearchingfortheproductsorservices
youoffer.
SEOrequiresanunderstandingofonlinetrendsand
basicwebdevelopment.Itrequiresanongoingeffort.

4. TheWSIAdaptiveSEO™MethodologyCHAPTERONE
2
Googleconstantlyupdatestheiralgorithmsto
provideuserswithmorerelevantsearchresultsand
givethemabetterexperienceonline.
Google’sbigalgorithmupdateslikePanda(2011),
Penguin(2012),Hummingbird(2013),andRankBrain
(2015)resultedinchangingthewaywebsitesare
ranked.Manybusinessesexperiencedlarge
decreasesinsearchenginedecreasesinsearchenginerankingsforkeywords,
whichdecreasedwebsitetrafficandsales.OldSEO
strategiesnolongerworked.Newstrategieswere
requiredtorestoresearchenginerankingsunderthe
newrankingprotocolswhichfavourwebsiteswith
relevantcontentandqualitybacklinksthatmatchthe
intentofthesearcher.
TherearecontinuingupdatestoprTherearecontinuingupdatestopreviousalgorithms
aswellasbrandnewonesbeingimplemented.This
meansyoumustalwayspayattentiontoGoogle’s
updatesandadjustyourstrategyasneededtoavoid
losingrankings.
WSIAdaptiveSEO™strategyisformulatedtoworkno
matterwhatchangesGooglemakes.

5. Keyword&CompetitorResearchCHAPTERTWO
3
AtthestartofanySEOstrategy,youneedtodotwo
things:
· chooseyourimportantkeywordslookatwhat
· lookatwhatyourcompetitorsaredoing
ThepurposeofThepurposeofkeywordresearchistofindkeywords
thatwilldrivetrafficandconvertthemostamountof
websitevisitorsintocustomers.Beingonthefirst
pageofGoogleforatermthatnooneeversearches
forisasgoodasnotrankingforthatkeywordatall!
Competitorresearchallowsyoutoseewhat
kkeywordsyourcompetitorsaretargetingintheirSEO
efforts.Thiscanhelptogeneratecontenttopicsas
wellasdeterminekeywordsyoumaynothave
realizedpeoplearesearchingfor.
GiventhewayGoogle’salgorithmsarealways
changing,it’sagoodideatocenterchanging,it’sagoodideatocenteryourcontenton
conceptsandtopicsratherthanjustkeywords.Your
contentshouldanswerthequestionsusersare
asking,notjustmatchthewordstheyaretypinginto
Google.

6. TechnicalSEOFundamentals+FoundationCHAPTERTHREE
4
ToproperlyimplementanSEOstrategy,youmust
firstmakesureyouhavethesefundamentalelements
toserveasthetechnicalfoundationofyourwebsite.
· HTTPSSecurity
· FullyResponsiveDesign
· QuickPageSpeed
· IndexablePages
· MetaTitles· MetaTitles
· MetaDescriptions
· ProperHeadings
· CorrectHTMLStructure
Theseon-pageandtechnicalelementsworktogethertoTheseon-pageandtechnicalelementsworktogetherto
allowsearchenginestocrawlyourwebsite,soitis
servedinsearchengineresultswherecustomerscan
findyou.Thesefundamentalsalsocontributetogiving
allusersagoodexperiencewhethertheyareviewingit
onmobile,tablet,ordesktop.

7. OptimizedContentMarketingPlanCHAPTERFOUR
5
Eventhoughmanyoftherankingprotocolsusedby
popularsearchengineslikeGoogleareconstantly
changing,onethingremainsthesame:contentisstill
king.Compellingcontentwillattractpeopletoyour
websiteandkeeppeopleonyourwebsiteoncetheyland
there.Relevantandrelatablecontentwillbesharedfor
itsqualityalone,whichbuildsyourbrandawarenessand
backlinks.backlinks.
AspartofyourlocalSEOstrategy,craftrelevantcontent
tailoredtoyourtargetpersona(s).Contentincludesblog
posts,websitepages,whitepapers,andmorewhichare
aimedattargetedpersonasimproveyoursearchengine
rankingovertime.Forcontenttohavesearchengine
optimizationvalue,itneedsto:
· Beupdatedregularly
· Containrelevanttopicsandkeywords
· Berelatabletoyourcustomerpersona(s)
· Properlyconveyyourbrandmessage
· HaveproperHTMLattributes

8. Publish,Socialize,ShareCHAPTERFIVE
6
Qualitycontentisgreatbutonlybeneficialifpeople
canfindit!Yourcontentneedstobepublishedonthe
rightplaces(yourblog,website,LinkedIn,etc)aswell
assharedouttoawideruser-base.Thisisachieved
throughsocialpostingandsharingonsocialmedia
networksthatarerelevanttoyourbusiness,like
Facebook,Twitter,LinkedIn,andGoogleMyBusiness
(GMB).How(GMB).However,postingonsocialmediaisonlyhalf
thebattle.Youalsoneedtoengagewithusers.This
buildssocialsignals,brandcredibility,andwill
eventuallyresultinyourowngrowingonline
community.AllofthesethingsmatterforSEO.
Gettingreviewsforyourbusinesshasneverbeen
moreimportant!PartofyourlocalSEOstrategy
shouldincludebuildingyouronlinereputationand
reviewsignalsfromnewreviewsandreview
responses.BesidesreviewsonFacebookandGMB,
therearethird-partyreviewwebsitesthatcanalso
helpyoursearchenginerankingsnotonlyby
prprovidingmorereviews,butalsolinksbacktoyour
website!

9. Measure&ImproveCHAPTERSIX
7
TherearemanyvaluabletoolssuchasGoogle
Analytics,GoogleDataStudio,SEMrush,andmore
thathelpmeasurethesuccessofyoursearchengine
optimizationefforts.
Digitalmarketingagenciesaretrainedinthesetools
andwillmeasureimportantanalyticslike:
·· Totalwebsitetraffic
· Keywordrankings
· Whichwebsitepagesuserslandon
· Blogviews
· Socialreachandengagement(likes,shares)
AnalyzingresultsisimportantasthesemetricswillAnalyzingresultsisimportantasthesemetricswill
allowyoutogaugetheoverallsuccessofyourSEO
strategytoensureyouaregettingthebest
return-on-investment(ROI).Ittakestechnical
expertiseandregularmonitoringtoknowwhat
adjustmentsneedtobemadetocontinuegetting
results.

10. WSIAdaptiveSEO™forLongLastingResultsCONCLUSION
8
I’msureyou’veheardthesaying“thebestplaceto
hideadeadbodyisonthesecondpageofGoogle”.
Thisismoretruethanever!Tohaveyourwebsite
showinfirstpageresultsiseverything.
SEOisabigjobthattaSEOisabigjobthattakesconstantefforttokeepup
withGooglealgorithmsandmaintainandgrowyour
searchenginerankings.Ifdoneright,itwillyield
exceptionalreturn-on-investment.
WSIAdaptiveSEO™isdesignedtowithstand
algorithmchangesandmaalgorithmchangesandmakelonglastingpositive
impactstoyourorganicsearchresults.Itisanongoing
processthattakestimebutwillultimatelymakea
differenceinthenumberofkeywordsyourwebsite
ranksforaswellasthetrafficyourwebsitereceives
fromthese!
IfyouwouldliketochatwithaDigital
MMarkengConsultantaboutimplemenng
WSIAdapveSEO™inyourlocalmarkeng
strategy:
callLynneat780-758-5800ext.706or
emailatlynne@smartwsimarkeng.com

11. LynneMotkoskiTHEAUTHOR
LynnewearsmanyhatsatSmartWSIMarkeng.SheisCEO,Principal,and
DigitalMarkengConsultant.Assuch,sheconsultswithownersandmarket-
ingmanagersofsmallandmediumbusinesses(SMBs)intheEdmontonarea.
Shestrivestocreateaposiveexperienceforeachclientbylisteningto
concernsanddiscussinghowbestpraccesandcurrentdigitaltrendscan
helpgrowyourlocalbusiness.
LynnehasaMasterofArtsinCommunicaonandTechnologyfromthe
UniversityofAlberta.Asacommunicaonsandtechnologyspecialist,Lynne
understandshowtousesocialmediaeffecvelyindigitalmarkeng
programs.Shecon nuestoobtainindustry-relevantcerficaons(suchas
HubSpotandGoogleAdWords)tokeepupwiththefast-pacedworldof
onlinemarkeng.
Tosystemazeandhelpyourlocalbusinessgrow,Lynnestrategizesand
overseesdigitalmarkengaconplansthatinvolveonlineadversing,
blbloggingandsocialmedia,reputaonmanagement,andmobile-friendly
websitedesignsincludinge-commercewebsites.Shecreatesdigital
markengstrategiesthataimtogeneratemeasurableandtransparentresults
andposivereturnsonyourmarkenginvestment(ROI).