You get a team obsessed about performance, and proving it through sales.
RefreshWeb is a content-based SEO services company. As a practical matter, that means RefreshWeb rewrites the website, marrying the searcher’s need to our clients’ web content through keyword phrases, and then linking to additional content, either on the site or external sources.
What’s exceptional about our services is that we explore the universe of possible keywords, determine which keyword phrases offer the best opportunity for our clients and optimize individual webpages so that they are likely to make it to the top of a Google search listing for those keywords. If clients are not at the top — in the first 10 to 20 listings returned by Google — they are much less likely to be found by a searcher. Determining which keywords offer the best opportunity for our clients is a critical value-add of RefreshWeb.
How can you tell which are the best keyword phrases?
A “keyword opportunity” is an interplay of three variables:
1) which keywords most accurately describe the client’s solution, and appear to have purchase intent;
2) which keyword phrases have the most traffic (i.e., searches) associated with them; and
3) which specific keyword phrases have the least — or the most manageable — number of competing pages vying for the top-ranking spots.
A good keyword opportunity is when a keyword balances these three variables: great context, lots of search and relatively low competition. When those keyword phrases are woven into great marketing content, Google notices…and that is a win for our clients.
The best keyword phrases (KPs) show some level of purchase intent — for instance, “best network security” followed by software, solution, solutions, company, companies, system, tool, tools, etc. Or “network security cost” Those transactional phrases are most likely to rapidly return the investment in SEO, which is a big win for our clients.
We work hard to find those promising KPs, and that process is called keyword research. The single most important thing we do for our clients is to develop a keyword list ripe with opportunities, and then plan how to integrate them on a page-by-page basis. It is part art, part science and all value added.
Our clients use the keyword phrases we research in all their online materials, to increase their search visibility and get more prospects to the site. And we will be there over the coming months, to manage the priorities, suggest ways to improve rankings on specific KPs, and coach the client’s marketing team on how to write optimized content.