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Search Engine Optimization (SEO)

Frequently defined as the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

A key part of SEO is improving your website’s content and performance to influence its online visibility in a search engine’s unpaid results.

SEO is a great method for expanding your online visibility and boosting your website’s traffic because most people begin their online session typing search terms into Google1 or Bing2. In fact, 93% of all online experiences start with a search engine and 81% of people perform some type of online research before making a large purchase. Considering the positive impact Search Engine Optimization could have on your business, it is critical to partner with a Digital Marketing Agency like Paradigm to maximize your success potential.

Google is the most popular search engine in the world, with ~75% of all desktop and laptop searches occurring on this platform.1
Bing, owned and operated by Microsoft, is the second most popular search engine in the world, with а market share of ~10%.2

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Why Successful Companies Partner With Paradigm

Paradigm is a digital marketing agency that provides effective search engine optimization services to B2B companies across the United States. We believe that part of our job is making the technical, complicated, and sometimes overwhelming internet marketing process as simple as possible for our clients. Clients request our SEO services for a multitude of reasons, but here are a few of the most common.

Ethical Practices

Paradigm leverages an experienced cross-disciplinary team of experts in research and analysis, coding, content strategy and creation, etc. Our intent is never to game the system with clever workarounds or try to outsmart Google. We operate in full transparency and are always happy to share the ways we leverage our trustworthy tools, tactics, and ethical white-hat SEO techniques with clients.

End Goals

We recognize that SEO is just a means to an end, not an end unto itself. The purpose behind all our SEO initiatives is to generate additional revenues for our clients and deliver more profitable ROI results – not just page ranking or website traffic stats.

Broad Perspective

Our view of SEO is seen within the context of any factors that could impact its outcome including sales activities; marketing efforts such as concurrent Pay Per Click (PPC), Social Media, Email Marketing campaigns; a website's design or content; or a website's hosting service. With an awareness of surrounding influential elements, we can customize your SEO strategy to take advantage of potential synergies and opportunities.

Informed Decisions

SEO is a dynamic discipline that requires continuous study to remain current and effective. Paradigm keeps up to date with changes made to search engine algorithms, browser updates, market technologies, and new programming codes so that we can update, refine, and enhance our methods for best results.

Our SEO Process

Our full SEO process is made up of 4 milestones:

The process begins with an audit of the current situation and a baseline of current performance. The objective is to know as much as possible upfront to avoid derailing discoveries down the line based on decisions made on assumptions, inaccurate information, or a void of knowledge. Our discovery process is comprehensive and rigorous along the 6 dimensions below.

  1. Company/Customers: The vision and challenges a company is facing. What KPI metrics are used to quantify success? An understanding of what visitors do on your website, what are they looking for, what questions do they want to be answered, what challenges are they trying to address. What are your visitor’s behaviors (e.g. most popular pages, pages with highest bounce rates, etc.)?
  2. Technical Audit: A comprehensive onsite review of the technical elements beneath your website pages that impact SEO including title tags, meta descriptions, alt tags, internal linking, meta descriptions, etc. Speed Test: The amount of time it takes for your website pages to load (especially on mobile phones) determines if a potential customer even sees it. Users hate to wait for slow-loading pages. Studies found that mobile pages that take more than 3 seconds to load will be abandoned by 53% of users. When website pages take too long to load, people simply cancel their search. When visitors to your mobile website are happy with its loading speeds, your website’s page ranking improves. The same is true when the opposite happens. By fixing these errors, also makes it easier for search engines to crawl your website. Part of SEO optimization is identifying weaknesses, or factors working against you and correcting them before enhancing the rest of your website. We run various speed tests to identify and correct slow speed issues.
  3. Content Assessment: Content format and layout (font types and treatments, headings, subheadings, bullet points, chunking, white space, scanability, etc.) is also analyzed since the content is critical to SEO, and factors that influence it including user experience. Content conversion ability: We evaluate the quality of page elements (e.g. photos, clear, concise, compelling copy that sells or just describes, updated and accurate information, use of blogs, images, CTA buttons, white paper downloads, information relevance) to inform you of what needs to be added, deleted or modified to improve user experience and the website’s SEO performance. Content density: The average first-page result on Google consists of 1,890 words. The average word count for the pages listed among the first 10 search results for any given keyword is above 2,000. Part of the reason for this is because the more words you have on your site, the higher the probability that it will match what potential customers type into search engines. Content currency: How frequently is your website updated? The more often it is, the more often search engines will index your website and the higher it will rank. Search engines love a website that adds new content on a regular basis. More frequently add, more frequent content indexed. That is why rank higher. It is also important for users. Old, outdated copyright for example unintentionally tells customers you probably have not maintained the rest of the website, which means it probably is not current or accurate. Once this happens, you not only lose the trust of a potential buyer but you probably also lost a customer. Content classification: Lastly, a content audit is conducted to see what copy, photos, videos, etc. should be kept, cut, or created. Outdated content should be replaced with current information. Extraneous words that only take up space, or are not clear, concise, or compelling may be cut, or replaced in a different form, like from words to an illustration or picture. The goal is to only post content that will help potential customers make a buying decision and to ensure the content scanned by visitors is presented in a way that makes the most positive and meaningful impact.
  4. Findability: Are navigations labeled from the viewpoint of a potential customer, or are navigations labeled with internal company jargon. Are the most visited pages found at the top of every page, or are these navigations hidden, or grouped under navigations users might find as counterintuitive. The way pages are grouped together, and in what order, are as important as the way navigations are labeled. If users can not quickly and easily find what they are looking for, they will leave your site and go elsewhere. This is often reflected in the number of time visitors spend on a page, the number of pages viewed, and a page’s bounce rate (when a visitor leaves after the first page visited). We analyze how intuitive your website is to operate using website analytics and offline tests such as card sorting, then provide treatments to the website’s navigability.
  5. Competitive Analysis: Using software like Spy Fu, etc.; manual lookups on google; manual inspection of select pages on your competitor’s site along the same dimensions used for your own company website are all taken to account to provide a better understanding of potential customers alternative experience. This insight is then translated into recommendations for corrections.
  6. Keyword Research: Keyword phrases are what people type into search engines. Paradigm has tools to identify the most popular phrases and exact wording so that you could use them to increase your website page rankings. It also provides insights on the types of phrases to use and how phrases are formulated. For example, 50% of searches are four words or longer. Most people complete terms in their search. (e.g. what is the weather like in Chicago, instead of simply typing Chicago weather). This insight informs us of the type of copy to populate on your website to increase your website’s page rankings.

At this stage, we formulate an SEO strategy that provides the outer parameters of the actions we will take and defines the criteria used to keep us on point and filter out tangential distractions. Strategy planning is a critical step. When missed or overlooked, it explains the root cause behind many failed SEO attempts.

The development and implementation stage is about creating content and coding. All the decisions made in the previous strategy and planning stage is executed, and your SEO, conversion-optimized website is launched.

To ensure your website maintains its effectiveness, it is monitored, measured, and managed after it the changes to your website have been and potential customers begin interacting with it. Doing so will help validate the decisions made during the SEO process; make course corrections as needed; and keep a pulse on the market by discovering changes detected using website analytics. Our custom in-depth reporting measures include:

  1. 24/7 access to Google Analytics reports and dashboards.
  2. Regularly scheduled keyword ranking reports.
  3. Quarterly recommendations based on our findings.
  4. Ongoing content creation and corrections, as needed.

. . .
Quality assurance is not a distinct step that happens at any one time in the process. The reason being quality checks are conducted throughout the process. And as a test before progressing from one step to the next. Using this inline approach is used to progress from one step to the next during development, and to catch any potential errors at the early stage before it becomes a root cause to multiple issues when discovered at the end of our process.

To outperform the competition, improve your website visitor’s online experience, and increase sales, contact Paradigm today.

We’ll give you ideas on how to maximize a return on your website investment, and answer questions on our SEO services. Looking forward to speaking with you soon.