As a strategic media planning and buying agency, we negotiate and manage advertising campaigns and work with brands to raise their profiles across multiple delivery platforms. As a part of that effort, we often help our clients improve their SEO either in advance of or in concert with an advertising campaign. SEO is a long-term strategy and it can take a while before you see noticeable results. But in time, it will build brand awareness and boost your company’s search results. Embarking upon an SEO initiative can provide you with some great data that can help not only improve search results but also paid advertising campaign engagement. SEO offers a ton of information on which keywords will drive search results for your company. Finally, an SEO initiative will help you learn more about your target audience to more effectively reach and connect with them. What is SEO? SEO stands for search engine optimization. It is the process of increasing web traffic from free, organic, editorial or natural search results on search engines like Google, Bing and Yahoo. The goal of SEO is to increase the quantity and, even more importantly, the quality of traffic to your website through organic search engine results. Now that you know the what, it’s time to get a better understanding of the how. In our latest SlideShare presentation, we map out seven areas you can focus on to optimize your website for search engines.

1. How to Improve
Your SEO

2. Hello!
We are Richardson
Media Group
A strategic media planning and buying agency, we
negotiate and manage advertising campaigns and
help brands raise their profiles across multiple
delivery platforms. Learn more about us at
www.richardsonmediagroup.com.

3. SEO
SEO stands for search engine optimization. It is the
process of increasing web traffic from the free,
organic, editorial or natural search results on search
engines like Google, Bing & Yahoo.
Source: searchengineland.com

4. 1.
General SEO
Rank
Today’s SEO
experts assign
websites with a
homepage rank to
show where the
website stands
vis-a-vis the search
engines and
overall internet
effectiveness.

5. General SEO Rank
▣ The homepage rank is a grade on a 100-point scale that
represents your Internet Marketing Effectiveness.
▣ The algorithm is based on 70 criteria including search
engine data, website structure, site performance and
others.
▣ A rank lower than 40 means that there are a lot of areas
to improve. A rank above 70 is a good mark and means
that your website is probably well optimized.

6. 2.
High Volume
Keyword
Search Ranking
You want your
website to rank
as high as
possible on page
one when a
person searches
for high-volume
keywords.

7. Ranking for High Volume Search
Keywords:
▣ Search engines measure the average number of monthly
searches for relevant industry keywords. The goal is to rank
on page one for as many high-volume search terms as
possible.
▣ Google pages have 10 positions per page. If you rank #6, it
means you are appearing in the sixth position on page one.
If you rank #16, you are appearing in the sixth position on
page two.
▣ Your company will rank on page one for keywords that
contain your company name.

8. Tips to Boost Search Ranking for
High Volume Search Keywords:
▣ Make title tags clear, concise (50-60 characters) and
include your most important keywords.
▣ Make sure all web pages have a unique meta description
that contains the most important keywords (these appear
in bold when they match a user’s search query).
▣ Search engines may create their own titles and
descriptions if they are missing, poorly written or not
relevant to the content on the page. Titles and
descriptions will be cut short if they go over the character
limit.
▣ While it is important to ensure every page has an <H1> tag,
there should only be one per page if you're using HTML5.
Instead, use multiple <H2> - <H6> tags.

9. 3.
Images
Website images
must be properly
tagged (described)
in order for Google
bots to “see” what
they are all about.

10. Image Tagging:
▣ Image tags are known as <alt tags>. Alt tags were originally
developed to help blind people experience the internet.
▣ Because Google’s bots are not human, they depend on alt
tags to help them “see” images on websites they crawl.
▣ If your audience is local, we recommend tagging all images
with desired keywords and GPS locations. Building more
local relevance into tags that support the page content
through the images.
▣ An added benefit is this will help your business rank higher
in Google image search.

11. 4.
SEO Metrics +
Backlink Profile
Ranking
Websites are
measured using
SEO metrics that
tell us how many
times a URL is
linked to other sites.
This backlinking
score is related to a
website’s ‘trust flow’
with Google.

12. SEO Metrics Dictionary:
▣ UR = URL Rating. A metric that shows how strong a
domain’s backlink profile is on a scale from 1 to 100.
▣ DR = Domain Rating. A 1-100 metric related to a domain’s
backlink profile. The higher a domain's DR, the more “link
juice” they offer. Backlinks from high-DR websites carry
more “weight” or influence.
▣ A website’s UR and DR Ratings help to determine its
backlink score.
▣ More and higher quality backlinks are key to better SEO.
▣ Higher SEO metrics scores mean a higher ‘trust flow’ with
Google.

13. SEO Metrics:
“Trust Flow is a metric that finds a website’s
quality based on the quality of its links with other
sites in the same niche.”
Source: www.webceo.com

14. 5.
Citation
Building +
Directory
Listings
Building citations
and updating
directory listings
will improve your
backlink score
and your trust
flow with Google.

15. Citation Building & Directory Listings:
▣ Gaining exposure on other sites and platforms
▣ Reciprocal link-building
▣ Maintaining a blog and linking to high-quality sites
▣ Guest blogging or inviting guests to write a piece to
appear on your website
▣ Evaluating web copy for high volume keywords
▣ Updating and making sure directory listings are accurate
and consistent

16. Citation Building & Directory Listings:
▣ Social Media channels are also an important part of a
robust backlink strategy.
▣ Just like directory listings, insuring clear and accurate
information on social media platform profiles is key.
▣ Referrals and backlinks from social media sites to your
website are valuable.

17. 6.
Overall Site
Performance
SEO is also
affected by a
website’s
performance on
both desktop
and mobile
platforms

18. Improving Overall Site Performance:
▣ Optimize image tags
▣ Enable a compression feature across the site
▣ Minimize CSS (stylesheet) and JS (javascript) files
▣ Make sure website is W3C compliant
▣ Add a secure (HTTPS) protocol
▣ Fix broken links

19. 7.
Mobile Site
Performance
The need to
optimize a website
for mobile is more
important than
ever!

20. Mobile Site Performance:
“84% of households contain at least one
smartphone and 30% have at least three
or more devices.”
Source: Pew Research 2017

21. Mobile Site Performance:
▣ Mobile pages must load quickly or visitors will bounce.
▣ Mobile content needs to be prioritized for a small screen.
▣ Forms or other CTA should be easily accessed and not
require a long scroll.
▣ Images should be right-sized for mobile.
▣ Social and other share tools should be front and center.
▣ Page navigation must be intuitive.
▣ Easy to add mobile features to consider are Click to Call;
Click for Google Map directions; Click to Email.

22. Questions? We’re Happy to Help.
When it’s time to embark upon
an SEO strategy or advertising
campaign, let us guide you
through the process
step-by-step.
(978) 834-6885
info@richardsonmediagroup.com

23. Thank you!
We’d love to hear from you!
Richardson Media Group, Inc.
21 Water Street, Suite 7
Amesbury, MA 01913
(978) 834-6885
info@richardsonmediagroup.com
www.richardsonmediagroup.com
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