Search Engine Optimization (SEO) involves design and architecture changes to make your website easily searchable and credible in the eyes of the search engine. This is a continuous process that focuses on a variety of elements that dictate the website and search engine ranking. Elements that demand attention during this process include: keyword strategies, site structure, quality and quantity of site content, and the site’s general health and performance.
The following provides a detailed description of our approach to SEO and includes links to elaborate guides.
Key Elements of SEO
SEO has three interrelated components:
- Technical SEO
is concerned with site performance and search engine crawling and understanding. It encompasses page load time, site adaptation and performance for mobile devices, code, and site architecture and structure.
- On-page SEO
refers to the optimization of individual pages and site content that includes the use of appropriate keywords, page content and structure, internal links, and page titles.
- Off-page SEO
refers to the quality and credibility of site content and performance as affected by external sources. This includes, but is not limited to backlinks, reviews, and postings.
In most cases, poor rankings are the result of many smaller issues and not a single large issue. Improvements in technical, on-page, and off-page SEO work synergistically and cumulatively when implemented together. [Insert one real example: a site where technical, on-page, or off-page issues were fixed together, with the outcome.]
Keyword and Search Intent Strategy
SEO begins with a clear understanding of what your intended audience seeks and how they express those needs when active in a search situation; not what jargon your business uses. Understanding and matching search intent and identifying and employing relevant long-tail keywords of value are the cornerstones of SEO.
Read more: The Importance of Keyword Research →
Site Structure and Internal Linking
How you organize your website impacts how easily (or not) search engines can find and evaluate the most important pages. Things that appear low on your SEO priority list, such as internal site linking and a good, clear site structure, are in fact essential. URLs that make sense, clear site structure, and relevant site linking will improve your rankings.
Read more: How Site Structure Affects Search Rankings →
Ranking Content
Content is not (just) about filling a page with a target word count and a keyword. Effective content ranks by answering search questions better than what currently occupies the search results. That leads to an understanding of searcher intents and the structure of content, with factual claims backed by real, external sources.
Read more: Ranking Content that Search Engines Will Appreciate →
Local Search Optimization
If your business is local, your best potential customers are probably searching for businesses like yours. Quality local searches are likely to lead to a new customer. To rank locally, combine well-crafted local pages with relevant local keywords. Avoid the gimmick of keyword stuffing.
Read more: Local Marketing Strategies to Target Local Search →
Partnering with an SEO Agency
Look for a partner that removes the mystery from the SEO process. Unreasonable expectations should not be set, and a partner should not brush off your questions. A partnership should yield reports with reasonable expectations based on goals and explanations for your partner’s rationale.
Place your actual service description here with the specific differentiators and pricing model and process. This currently exists as a standalone post, SEO and Search Marketing, but can be removed if nothing of value can be added besides basic advice.
Why This Is Important
WordPress is the most popular content platform with ~42% of the global market in 2026 (Source: W3Techs). This means SEO fundamentals are something that will apply to most businesses and their websites regardless of the platform or CMS used.