SEO in 2018 will be different than SEO in 2017… as it has been different every year before that. Every year Google performs multiple updates to their algorithm which changes the rules for what is required to show up in the first page of the search results. Inherently, these Google algorithm changes are a good thing. Google doesn’t make algorithm updates so that businesses can show up or not show up in the search results. Everything Google does are based around delivering the best search result to the end user. Google wins when the user gets the absolute best search result that is most helpful to their query. Whether its needing information, a service, a product or an op-ed – answering the query as best as possible continues to make Google the authority when something is needed and regular, repeat usage.

In practical terms, here is an example. If I’m searching about where my sewer line cleanout is located so I can see if I can unclog it myself, what’s going to be a more helpful link: this one where there is a description and information to find out, or a website where the words “Sewer line” and “plumber” have been haphazardly stuffed throughout the website without answering my question? Obviously, the first one.

GETTING YOUR WEBSITE ON SEARCH ENGINES

So now that you know how Google “thinks”, how does this translate to getting your business on the search engines in 2018? First, quit trying to treat Google like a computer program or a Rubik’s Cube that you need to solve. Besides using best practices to make sure your pages are properly set up to be read by search engines, one of your primary focuses for SEO should be content. Content is KING, and it has been for a while. The trend the past few years is that higher ranking pages have more and more content, which is requiring more and more time to write out (remember this for the last section of this blog). The hyperlinked article shows that the average first page ranked Google result contains 1,890 words.

All things created equal, more content could tip you over the edge in out-ranking the competition on Google. SEO is hard work, which is why a busy business owner who is focused on his trade should hire a professional.

Utilizing Local SEO will be very important for getting your website on the search engines in 2018 as well. Google is becoming increasingly more hyper-local, even giving prevalence to local brands over national brands in a lot of scenarios. Fill out your information and get a Google My Business listing, get a yellowpages.com listing, etc. A helpful hint is to search for your industry and see all of the top internet directories that pop up. Some will be recognizable ones, household names like Yelp, and other ones will be specific to your niche which will help consider you as a local resource. Filling out your Name, Address, Phone number (NAP) across internet directories across the web is known as Citations. Advanced citations includes a more robust profile, so filling out your website, custom links, information on services / products offered and year founded all count as citations to helping build your local presence also known as Local SEO.

WEBSITE OPTIMIZATION TECHNIQUES

While there is a long list of optimization techniques for your website, here are a couple of key trends for 2018.

Mobile-optimized websites are so important, that when Google put a deadline a few years ago to make websites mobile friendly they termed it Mobilegeddon. One of the reasons this was a big deal for Google to release this update and the reason it’s a big deal for your SEO is because in 2016, mobile traffic took the larger percentage of internet usage worldwide. User experience is so important for SEO and high on Google’s list of SEO factors, that providing a good user experience for over 50% of your visitors is important for obvious reasons.

You can go to this link from Google to make sure your website is up to par for mobile standards. Who’s a better authority on your mobile status than Google?!

HOW TO PICK TOP SEO CONSULTANTS

SEO requires more effort than it did in 2017, and every year before that. It’s hard work, it’s laboring, and it’s not an overnight process. So how do you hire the right SEO Consultant? Besides this being a shameless plug for our own Advertising Agency, we sincerely care that people get the right information and hire the right SEO firm, regardless if it’s us or not.

1. Do they rank? (Beginning of perceived value)Have you ever heard the phrase “Talk is Cheap”? There are a lot of good sales people out there. Nothing wrong with being a good sales person, but you also need to make the decision that is in the best interest of your business. One of my first focuses as I started my business was to put my money where my mouth is. As a two-man operation, I leapt past most of my competitors in the search engine rankings, many of which have 10-20 employee teams. I stay lean because it’s what I expect out of myself, and what my clients should expect out of me. What’s a better testimony to your SEO abilities than your own organic rankings? I still have a long way to go (reference bullet point 6), but I’m proud of these results after only 2 months active. Here are some screenshots of my ranking in Google for top keywords in my industry and geography.

 

NOTE: if your SEO Consultant is not using Google Ad Preview tool for demonstrations, they are not showing unbiased results. Google purposely adjusts your search engine results based on your past experiences. This is why you sometimes see “You visited this site 3 times since xx/xx/xxxx”

1. Do they produce a lot of content?An SEO firm or advertising agency who produces a lot of content understands that Content is KING. The problem in the world of SEO, is that there are a lot of prospective clients who want to jump the ranks in the search engines, but aren’t willing to pay for the massive amounts of content that needs to be created. Although this isn’t the only factor in understanding how much SEO will cost for your business, it is an important factor to understanding the labor required in SEO for perceived value versus actual valuemeasured in an SEO service.
2. Focus on traffic (Second level of perceived value)Search engine ranking is not the only measurement of SEO success. In fact, ranking is a face-value measurement in some scenarios, because ranking for a keyword that doesn’t produce eyeballs or customers is not quite as valuable as a keyword that does. Companies that make promises of keywords being first page or top 3 rankings in Google may be throwing smoke when it comes to their sales pitch if the keywords are not significant sources of traffic. Our SEO services come with a first page guarantee on agreed-upon top 3 keywords, by both parties. Besides Google ranking, a good SEO consultant should measure changes in traffic as a measurement of improvement.Another reason that keyword ranking can be a face-value measurement is because of the significant impact of blogs and long-tail keywords. For every basic and high traffic keyword like “plumber Roanoke VA” which yields X amount of traffic, there are hundreds of related, specific queries like “how to find sewer line cleanout” (am I weirdly obsessed with issue?). Maybe these long-tailed keywords produce less traffic overall, but the pure quantity of information-based queries are substantial, and they position your business/site as an authority on the industry. When somebody decides they need a professional to take care of the problem, they should feel comfortable to call the knowledgeable, friendly, you.
3. Focus on results (Final level of perceived value)SEO is about more than traffic and a ranking/position on a search engine query. Whether it’s SEO or any other type of marketing, we all want to gain business from it and new customers/clients/patients, right? Our firm utilizes an advanced marketing attribution tool for any size business or budget, so you know how many leads and customers you get out of any marketing channel, including SEO. At the least your Advertising Agency should focus on how SEO and other marketing channels are affecting your bottom line. Is it making you money? Is it doing it effectively? 2 Quotes apply, and I don’t know which I like more: “Anything worth doing is worth measuring.” “If you can’t measure it, you can’t improve it.”
4. AccountabilityWhy should we hold advertising executives to a different standard than any other industry? In any industry there is a customer service standard in response times and callbacks, accountability, transparency and a customer satisfaction guarantee that a service is up to snuff.
5. ContractsWhen did contract become a norm? Cable companies? A 12-month contract is usually one-sided and only benefits the one receiving money. A contract should be beneficial to both sides. Renaissance Marketing only does contracts based on a mutually beneficial scenario… exclusivity. We benefit off of a guaranteed income over 12 months, a better customer if you will. The client benefits off us not sharing unique proprietary technology with the client’s competition, so they can continue to stay ahead of the curve. For all other scenarios, no contract is necessary. Even though SEO and Digital Marketing doesn’t turn on like a light bulb and increase your customer base overnight, our customers should not feel locked in while also understanding that marketing is a labor of love and needs time. If the client and vendor are on the same page, the expectations should be an understanding. We only want to work with clients that want to work with us.
6. Guarantee on workAccountability in our mind extends to proof of performance. As far as SEO goes, we provide first page guarantees on top 3 keywords. If we’re doing our job, we shouldn’t have to worry about setting a guarantee like this. If you ordered a bagel from the deli and wanted it toasted, is that not what you would expect if you paid for it? While this scenario is so different, is it really that different?
7. Rome wasn’t built in a dayNo contracts, guarantee on work, yet also focus on results… so what’s the catch? There is no catch. Honestly, if another SEO firm offers the same terms and conditions as we do (and they are out there) and all the stars align in terms of reputation and proof of work, then you shouldn’t be skeptical of a no-contract offer, as long as there is a focus on agreement of expectations. No contract is the trend these days. Golden Rule is in effect for this one: would you personally want to be locked into a contract? Probably not unless it benefits you as well. So don’t offer it to your customers!

Conclusion:

The trends in 2018 follow the trends of 2017 for SEO. Content is more important than ever, and Local SEO is the direction Google is headed to make sure results are hyper local and hyper relevant. Pick an SEO consultant that matches the values you have as well as the values of a vendor in any industry. And please… please! Don’t trust anyone who doesn’t use Google Ad Preview Tool to demonstrate live SERP results 

 

Eric Alonzi is the Owner of Renaissance Marketing; an Advertising Agency specializing in digital marketing. Renaissance Marketing is based out of Lynchburg, VA and also serving Roanoke, Richmond, and Charlottesville Virginia. Renaissance offers everything from basic Website Design and SEO to unique Marketing Attribution technology that measures your ROI per marketing channel so you know what works and doesn’t work. Contact us for a free audit and estimate on how to grow your customer base.

Eric Alonzi

Owner, Renaissance Marketing 540-892-6830

4925 Boonsboro Rd #258, Lynchburg, VA 24503