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What Does It Take To Produce an Effective SEO Marketing Strategy?


What does “SEO” mean to you? For some, it’s a foreign term without significance. To others it simply stands for Search Engine Optimization (without a true understanding of what that means). But for some businesses, it’s been a life source for generating quality leads while fueling the digital success of their company. 

If you think we’re here to tell you SEO is for every business, we’re not…in fact, there are many variables that go into successful SEO efforts. 

It’s essential to determine if there’s a demand for your product or service online before deciding to venture down the path of digital marketing. If you’re uncertain about how to discover this, find a reputable digital marketing agency and they will help guide you through this process. 

If you come to the conclusion that SEO is right for your business, it’s time to develop a strategy that is suitable for your situation. In this blog, we’ll go over the basic steps on how to produce an effective SEO marketing strategy. 

Content Strategy

Believe it or not, SEO success is a lot like anything else in life; you must properly execute a strategy to see the desired results. But what does this strategy look like? Before you can know what to do from an SEO perspective, it’s important to get your ducks in a row. Having a poor content strategy can negate any possible SEO success. Think of it like going on a road trip. Most people would map out the path they are going to take before getting in the car to drive.

It’s the same concept for digital marketing and SEO. Online success is the destination, but you need to map out a plan to effectively get to where you want to go.

The content on your website needs to have a purpose and exemplify the mission of your business. You might be thinking, “what does this have to do with SEO?” Quite frankly, this is the very core of SEO. Gone are the days when all you had to do is plug in a few keywords to rank well in the eyes of Google.

Sure keywords are still an essential piece of the puzzle, but it’s not the only piece. Providing a seamless user experience on your website helps your SEO efforts. Google can tell when a user has a good or bad experience on your website, and your content strategy can make or break the way Google views your business. 

Keyword Research

Discovering the right keywords is one of the founding principles of SEO. Using tools such as SEM Rush and Google Keyword Planner can help you conduct the necessary research to get started. Keyword research is an excellent way to discover if people are searching for your product or service online. 

For example, if you do a localized search for “a/c repair” in one of these tools and find out an average of 10,000 people search for this every month, your service is definitely in high demand. But if you search the same term and only 80 people search for this every month, this means the demand is low in your area and you might not see the desired results from your SEO efforts. 

Another factor to look at is the keyword difficulty. If the keyword difficulty is too high, chances are you aren’t going to rank for that term or it will take a long time to show up in search results, especially if your business is starting from scratch online. You want to try and stay in the medium-low difficulty range when selecting keywords to implement into your SEO strategy. 

Keyword research has been around since the beginning of SEO, and it’s not going anywhere. Understanding how to properly conduct keyword research and implement these terms into your content will help you create an effective SEO marketing strategy. 

Implementing a Variety of SEO Tactics

SEO has come a long way in the last 15, 10, and even 5 years. The more online competition in your industry increases, the more you need to invest in SEO. Every so often Google changes its mind and decides what it wants to prioritize. It’s up to you, the business owner, or your marketing team to stay up to date with these trends. Some of the fundamental SEO tactics include:

  • Keyword research for your business and local competitors
  • Backlinking to credible sites
  • Fast loading time
  • Functions on all devices
  • Creating a good user experience
  • Updating on-site content
  • Creating and updating off-site content
  • Creating long-form content
  • Video content

While these aren’t all of the relevant SEO tactics out there, these are the foundation for modern-day SEO success. Google does make regular updates to its algorithm, but these updates generally have minor effects on websites. It’s not common for Google to make grand changes that alter the fundamentals of SEO. Saying that, however, it’s imperative to keep an eye out and conduct research to stay ahead of the game. 

Stay Ahead of the Competition

Most business owners understand the importance of staying ahead of the competition. But trying to manage day-to-day operations while using up-to-date marketing tactics is nearly impossible. 

Hiring someone internally or hiring a trusted marketing agency is essential when keeping up with competitors.

From an SEO marketing perspective, researching and implementing the latest trends can mean the difference between generating leads/sales and not. 53% percent of buyers do research before purchasing a product or service. Where are the majority of people that research? Google! By implementing the latest SEO marketing strategies into your business model, your company can stay relevant online for years to come.

Do You Have Questions?

SEO can be a bit overwhelming at times. Having a team in your corner that has your company’s best interest at heart can do wonders for you and your business. If you have any questions or concerns about SEO or digital marketing in general, we’d be happy to schedule a call and help any way we can. 



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Internet Businesses Tips

Engenius COO named 2022 Best and Brightest Under 35 honoree



Engenius COO named 2022 Best and Brightest Under 35 honoree



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What Does it Mean for Your Business?


In an era of the internet where it feels like everyone offers a “plug-and-play” website creation tool, it can be easy to overlook the importance of a web design strategy and the critical impact your website can have on the growth and health of your organization. Where once websites were one-page billboards that advertised a company’s existence, now users and consumers expect a website to be a functional, multi-layered tool that answers their questions and gets them where they need to go. But how, with everything else you’re juggling in your role, do you prioritize website strategy, understanding your user, and analyzing data to make informed suggestions? That’s where a website discovery comes in. 

What is a Website Discovery? 

Let’s get one thing out of the way: a Website Discovery is a “branded” Engenius term. When we use it, we’re referring to the process by which we help companies review their online presence, outline potential opportunities, and suggest web design strategies that help them see success with their users and achieve their business goals. It’s a deep dive, if you will, into your organization’s online health and well-being by a party that has expertise in that area. 

Why is a Website Discovery worth it?

One statement: creating a strategy to maximize your ROI. Your website is a 24/7 sales rep that showcases who you are to the audiences you’re hoping to reach. More than that, it can be an incredibly helpful tool that connects to an online employee portal, or your customer service chat, or a donation or payment processing platform, or any number of other resources. A Website Discovery accomplishes three main goals. 

First, a Website Discovery makes you ask the big questions about your organization’s past, present, and future.

In a thorough discovery, you’ll want to consider:

  • What is important to your business now? Growth? Maintaining current revenue? Adding a product or service? 
  • Do you want to appeal to new clients or grow the current spend and referral potential of current clients? 
  • Do you want to hire more staff or do you simply want to retain your existing personnel?
  • What matters most to your audience?
  • What’s your competitive advantage?

All of these questions, and more, inform the strategy behind your website. Your answers feed into the overarching question your agency or freelance partner should be asking: how your website can support and further your organizational goals. 

The second goal of a Website Discovery is to connect you with an outside person or group trained to help you see the big picture more clearly.

Let’s look at an example. If you’re planning an expensive trip to Europe, Asia, or some other exotic destination, you can do it yourself OR you can go work with a travel agency. While DIY has merit, a travel agent relies on connections, experience, and in-depth knowledge of where you’re going to formulate a plan that fits your unique goals. You might have a lovely trip to Italy that you planned…but are you sure you’ll know about the cutest bed & breakfast, best tour group, or local-legend restaurant? Probably not, but an expert might be able to point you in the right direction and tailor a trip specifically for your interests. Whether working with a travel agent or working with a web design freelancer or agency, having an outside group take a fresh look at your situation is a win. 

Third, a Website Discovery provides you with data-backed insights into your current website and your desired users.

The internet is FULL of data, but too much data can be overwhelming. A formal Website Discovery allows trained experts to do the hard work for you. Instead of sifting through mountains of numbers, insights, and projections to come up with a potentially murky conclusion, a discovery process lets trained experts pull the stats relevant to their field and present them back to you in a helpful, digestible way. Numbers tell a story, but not everyone has the time to write or read the book. Letting someone else do the digging may be one of the most rewarding things you could do for your information. 

What should I bring to the table for the Website Discovery process? 

You! Your organization is unique. Your goals and dreams, clients, and ideal users are unique. You should enter the Website Discovery process with a general idea of your goals and what’s important to you personally and your organization professionally. A good Website Discovery partner, like a good consultant, should ask the right questions to help you unpack your business and get to the heart of what’s important.  

What should I look for with a Website Discovery partner?

Honesty, good communication, and the desire to help your organization succeed. The point of a Website Discovery is to help you understand the potential of your website to be an irreplaceable tool for your business. In order to achieve that, however, you may need the support of a web design partner that has your best interests at heart. Read through reviews and case studies of anyone you’re considering, but beyond that, ask them a few hard questions and see how they respond. A good partner should be able to tell you when they are a good fit…and when they aren’t. 

Pro-tip: ask them the last time they turned away a lead that wasn’t a good fit. How they handled that situation might give you a good idea as to what they value in a client relationship!

A Website Discovery is a fantastic way to gain a deeper understanding of the web design world, your business objectives online, and the best, most strategic way to achieve those objectives. It’s also a great opportunity to gain industry insight from people who know their stuff and want to help your organization succeed. In the end, we all want a better internet experience, and good websites and smart digital marketing are a part of that bigger picture. 



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