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. C O N T EN T S
Introduc on// The Basics of SEO
Chapter1 // The WSI AdaptiveSEO™Methodology
Chapter2 // Keyword &Competitive Research
Chapter3 // Technical SEO Fundamentals +Foundation
Chapter4 // Optimized Content Marketing Plan
ChaChapter5 // Publish, Socialize, Share
Chapter6 // Measure &Improve
Conclusion // WSI AdaptiveSEO™for Long Lasting Results

3. Th e B asics o fSEOIN T RO D U C T IO N
1
Paid Search Resu lts
LocalBu sin ess Resu lts
Organ ic Search Resu lts
You m ay be w on derin g w hat isSEO an d w hy do
you n eed it?Search Engine Optimization (SEO) is the
process of getting traffic to your website from organic
search results and local business results on search
engines.
IncreasedIncreased rankings will increase your organic website
traffic which can increase leads and sales without the
cost of paid advertising.
Recent industry statistics show first page results on
Google receive as high as 92% of clicks, meaning if you
aren’t on page one, your likelihood of being found is
low.
Without SEO efforts,Without SEO efforts, your website will suffer in the
search engine ranking pages (SERP) meaning it will be
less likely someone will be able to find your business
online when searching for the products or services
you offer.
SEO requires an understanding of online trends and
basic web development. It requires an ongoing effort.

4. Th e WSIAdaptiveSEO™Meth o do lo gyC HAPT ER O N E
2
Google con stan tly updatestheiralgorithm sto
provide users with more relevant search results and
give them a better experience online.
Google’s big algorithm updates like Panda (2011),
Penguin (2012), Hummingbird (2013), and RankBrain
(2015) resulted in changing the way websites are
ranked. Many businesses experienced large
decreases in search enginedecreases in search engine rankings for keywords,
which decreased website traffic and sales. Old SEO
strategies no longer worked. New strategies were
required to restore search engine rankings under the
new ranking protocols which favour websites with
relevant content and quality backlinks that match the
intent of the searcher.
There are continuing updates to prThere are continuing updates to previous algorithms
as well as brand new ones being implemented. This
means you must always pay attention to Google’s
updates and adjust your strategy as needed to avoid
losing rankings.
WSI AdaptiveSEO™strategy is formulated to work no
matter what changes Google makes.

5. Keywo rd&Co mpetito rResearchC HAPT ER T WO
3
At the start ofan y SEO strategy, you need to do two
things:
· choose your important keywords look at what
· look at what your competitors are doing
The purpose ofThe purpose of keyword research is to find keywords
that will drive traffic and convert the most amount of
website visitors into customers. Being on the first
page of Google for a term that no one ever searches
for is as good as not ranking for that keyword at all!
Competitor research allows you to see what
kkeywords your competitors are targeting in their SEO
efforts. This can help to generate content topics as
well as determine keywords you may not have
realized people are searching for.
Given the way Google’s algorithms are always
changing, it’s a good idea to centerchanging, it’s a good idea to center your content on
concepts and topics rather than just keywords. Your
content should answer the questions users are
asking, not just match the words they are typing into
Google.

6. Tech nicalSEO Fundamentals +Fo undatio nC HAPT ER T HREE
4
Toproperly im plem en t an SEO strategy,you must
first make sure you have these fundamental elements
to serve as the technical foundation of your website.
· HTTPS Security
· Fully Responsive Design
· Quick Page Speed
· Indexable Pages
· Meta Titles· Meta Titles
· Meta Descriptions
· Proper Headings
· Correct HTMLStructure
These on-page and technical elements work together toThese on-page and technical elements work together to
allow search engines to crawl your website, so it is
served in search engine results where customers can
find you. These fundamentals also contribute to giving
all users a good experience whether they are viewing it
on mobile, tablet, or desktop.

7. OptimizedCo ntentMarketingPlanC HAPT ER FO U R
5
Even though m an y ofthe ran kin g protocolsused by
popularsearch en gin eslike Google are con stan tly
chan gin g,one thing remains the same:content is still
king. Compelling content will attract people to your
website and keep people on your website once they land
there. Relevant and relatable content will be shared for
its quality alone, which builds your brand awareness and
backlinks.backlinks.
As part of your local SEO strategy, craft relevant content
tailored to your target persona(s). Content includes blog
posts, website pages, whitepapers, and more which are
aimed at targeted personas improve your search engine
ranking over time. For content to have search engine
optimization value, it needs to:
· Be updated regularly
· Contain relevant topics and keywords
· Be relatable to your customer persona(s)
· Properly convey your brand message
· Have proper HTMLattributes

8. Publish ,So cialize,Sh areC HAPT ER FIVE
6
Quality con ten t isgreat but only beneficial if people
can find it!Your content needs to be published on the
right places (your blog, website, LinkedIn, etc) as well
as shared out to a wider user-base. This is achieved
through social posting and sharing on social media
networks that are relevant to your business, like
Facebook, Twitter, LinkedIn, and Google My Business
(GMB). How(GMB). However, posting on social media is only half
the battle. You also need to engage with users. This
builds social signals, brand credibility, and will
eventually result in your own growing online
community. All of these things matter for SEO.
Getting reviews for your business has never been
more important!Part of your local SEO strategy
should include building your online reputation and
review signals from new reviews and review
responses. Besides reviews on Facebook and GMB,
there are third-party review websites that can also
help your search engine rankings not only by
prproviding more reviews, but also links back to your
website!

9. Measure &Impro veC HAPT ER SIX
7
There are m an y valuable toolssuch as Google
Analytics, Google Data Studio, SEMrush, and more
that help measure the success of your search engine
optimization efforts.
Digital marketing agencies are trained in these tools
and will measure important analytics like:
·· Total website traffic
· Keyword rankings
· Which website pages users land on
· Blog views
· Social reach and engagement (likes, shares)
Analyzing results is important as these metrics willAnalyzing results is important as these metrics will
allow you to gauge the overall success of your SEO
strategy to ensure you are getting the best
return-on-investment (ROI). It takes technical
expertise and regular monitoring to know what
adjustments need to be made to continue getting
results.

10. WSIAdaptiveSEO™fo rLo ngLastingResultsC O N C LU SIO N
8
I’m sure you’ve heard the saying “the best place to
hide a dead body is on the second page of Google”.
This is more true than ever!To have your website
show in first page results is everything.
SEO is a big job that taSEO is a big job that takes constant effort to keep up
with Google algorithms and maintain and grow your
search engine rankings. If done right, it will yield
exceptional return-on-investment.
WSI AdaptiveSEO™is designed to withstand
algorithm changes and maalgorithm changes and make long lasting positive
impacts to your organic search results. It is an ongoing
process that takes time but will ultimately make a
difference in the number of keywords your website
ranks for as well as the traffic your website receives
from these!
IfyouwouldliketochatwithaDigital
MMarkengConsultantaboutimplemenng
WSIAdapveSEO™inyourlocalmarkeng
strategy:
callDavidat780-758-5800ext.704or
emailatdavid@smartwsimarkeng.com

11. Lynne Mo tko skiT HEAU T HO R
Lyn n e wearsmanyhatsatSmartWSIMarkeng.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).