The Visible Logic approach to SEO

April 15, 2024 | B2B Marketing, SEO and Content Marketing

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Our Approach to SEO (Search Engine Optimization)

Whether you’re selling products or software directly on your site, or you use your site to capture leads via a contact form, your website is likely an integral part of your sales process. If you use your website to convert prospects into customers, getting more people to visit your website is important. That’s where SEO comes in. 

SEO encompasses many different strategies, and a lot of marketers have strong – and often conflicting – ideas about what can improve a website’s SEO. 

Read on to learn about SEO, our approach to SEO, and how we help our clients improve their SEO.

What is SEO? 

SEO, or Search Engine Optimization, is a strategy that improves your chances of people finding your website by searching for certain words. 

Unless there’s a technical problem, search engines like Google and Bing can likely find your website. SEO improves how close to the top of a search page your website shows up, and what specific terms bring up your page in search results.  

SEO is a large and complicated set of strategies. There are content SEO strategies and technical SEO strategies. There are some strategies that are basic, and easy to implement, while other require technical knowledge or a long-term investment.

Technical SEO strategies

Organized and well-coded sites make it easy for Google to understand your content and therefore rank well for specific terms. 

Google scans the text on your site in your headlines, navigation, and body copy to understand what a page is about and what search queries that page answers. 

Speed is an important factor in Google search rankings. Google penalizes slow-loading sites.

Content SEO strategies

Search engine algorithms are designed to show people content that they’re interested in seeing. At its core, SEO is about optimizing content so it shows up when people are searching for relevant terms.

That means creating and organizing content that’s easy to skim for answers to people’s questions, or giving a clear path for more information.

Website content should include relevant keywords – phrases that people search for – that are related to that business. For example, if you’re an accountant, you may want to focus on words like ‘CPA,’ ‘tax returns,’ or ‘tax planning’. If you’re writing your website in a way that’s informative, you’ll likely already be using these words.

SEO is competitive and complex

The strategies listed above are really just the tip of the iceberg when it comes to SEO improvement. There are endless strategies that can quickly become overwhelming.

There are a lot of SEO strategies because it’s very competitive to rank highly on Google search for specific keywords. For example, there are thousands of accountants across America, and many of their websites will heavily feature relevant keywords like “CPA” and “taxes.” So how can your website rank highly for these words? Even ranking locally for keywords can be difficult. How many accountants are in your city?

SEO can never be achieved 100%, because that is impossible. You should be incredibly wary of any agency that promises you a certain ranking on Google. Many factors that go into SEO are out of anybody’s control, and no one can make those promises.

So why bother with SEO? Because it can boost the amount of people coming to your website through search. Organic search traffic can lead to increased conversions, because they’ve likely clicked on your site as an answer to a question or problem they have.

Read on to learn about how we approach the complex and competitive landscape of SEO.

The Visible Logic approach to SEO – incremental, targeted improvement

It’s very easy to get overwhelmed with all of the things marketers tell you that you “should” be doing to improve your SEO. Even if you have unlimited time and money, you still wouldn’t be able to achieve everything on a “SEO checklist”.

Instead, at Visible Logic we let our clients’ goals guide our SEO efforts. We focus on incremental improvement that is sustainable in the long-term, and can lead to slow and steady success.

Our approach to SEO includes:

  • Aim for “better”: There is no such thing as 100% when it comes to SEO. There is always room for improvement. Instead of aiming for perfection, we look at where you are now and find ways to continually improve.
  • There is no one correct answer: There are multiple SEO strategies, and some are more effective for certain kinds of businesses than others. We tailor SEO strategies to the needs of our client.
  • Measured and sustainable investment: SEO success builds over time. To see results, you need to be consistent. That means that if you decide to post a weekly blog, you need to have the resources to keep that up, otherwise you won’t see results in the long term.
  • Write for people, not machines: We don’t force keywords or chase vanity metrics. SEO content should be high quality, relevant content that your target audience is interested in. In fact, that’s exactly what Google’s algorithm is designed for.

So how do we go about implementing this approach to SEO into strategies that move the needle forward for our clients?

How we improve SEO for our clients

Every SEO project is different, and we don’t use cookie cutter strategies. That being said, most of our SEO projects follow the same steps.

Identify SEO goals and needs

SEO strategy works when it’s guided by specific goals. We start by asking clients why they are interested in improving their SEO. Some clients request SEO services because SEO is something that they’ve heard is important, but in reality they don’t have the budget or are at a stage in their marketing where it makes sense to invest time and money into SEO strategies.

If we agree that working on SEO makes sense for the client, we ask them about their SEO goals. What are some specific terms they’d like to rank highly for? What are some metrics they want to track?

SEO audit

We start most projects with an audit, and SEO is no different. We use tools like SEMrush and GA4 to get an baseline picture of your website’s SEO health.

Some of the things that we look for in particular with an SEO audit are:

  • Top keywords: What keywords are you ranking highest for already? Are these keywords that are relevant to your goals? Sometimes a website will rank highly for a keyword that isn’t very relevant to current content or goals.
  • Top performing pages: What pages of your website are bringing in the most organic search traffic? What keywords are those pages ranking for?
  • Site authority: How authoritative a website is factors strongly into Google rankings. Backlinks – external links that link to your pages – raises a website’s authority. We check the quantity and quality of your backlinks.
  • Site speed: We check the speed of your site and identify what could be causing a slow load time.

Establish a strong SEO foundation

No amount of SEO-optimized content will improve a website’s SEO if there isn’t a strong technical SEO foundation. We build all of our websites with this in mind. By using custom and clean code instead of prebuilt themes or templates, we can optimize the speed of your website.

We also ensure that there are no directly embedded videos, large images or any other functionality that can slow your site speed.

We recommend all of our clients run the Yoast SEO plugin on their sites and will install it for you if we build your site. Yoast has a free basic edition, but some of its paid features may be worthwhile. Once you install Yoast, it’s easy to see whether you’ve filled out all the correct information that Google needs to correctly index your page.

This strong technical foundation will make it much easier to ramp up your SEO efforts.

Consistent improvement and reporting

SEO strategies generally take a long time to start seeing results. It can take up to a month for Google to reindex a page, meaning that you’re not likely to see any change immediately. Google likes to see websites that consistently add content, as opposed to adding dozens of blog posts all at once. It’s important not to try everything all at once, rather to implement one change, wait to see the result, and go from there. If you change 5 things at once, it will be impossible to know what change has led to an improvement, or decline in your SEO.

We decide on 1-3 SEO goals for the quarter, and focus only on those. For most clients, this can include improving on-page SEO for their core website pages, or focusing on the creation of new content to target specific keywords.

Although we only focus on a few goals at a time, we continue to track and report on general SEO metrics. That’s because changing one thing can inadvertently affect a completely different aspect of SEO.

Double duty SEO

SEO improvement is not the kind of project that happens in a vacuum. It should – and usually is – part of a larger marketing strategy, and should complement those efforts.

Often, we pair organic SEO strategy with a paid search campaign. This is especially useful for companies that are trying to rank highly for their own brand name.

Or, we write content that’s keyword-rich and also shows thought leadership. The same content that’s attracting Google’s attention, can be shared on social media or in a newsletter to stay top of mind with your current clients. Specifically, when we create SEO optimized content for our clients, we often include a social media post that the client can use that links to the piece of content. This not only drives more traffic to your website, but also helps you post more consistently on social media.

When and how much should you invest in SEO?

Establishing a strong SEO foundation is critical to future SEO success. You should have SEO best practices in mind when you are considering creating your website. It costs a lot more money to go back and optimize a website, rather than taking the time to do it right.

That being said, many websites will hit an SEO “ceiling” where they aren’t seeing any further improvements, even if their website has a technical SEO foundation.

We recommend investing in SEO when:

  • You are seeing a plateau or decrease in organic search traffic, despite your current efforts
  • You have the resources to devote to a long-term strategy
  • You aren’t relying on SEO improvement to meet an immediate need, like increasing conversions in the next month

So how much should you invest in SEO improvement? Should you attempt SEO improvement in-house, or outsource the work? Here are some things to take into consideration:

  • What is your budget? Some aspects of SEO improvement, like weekly content creation, can be costly to implement. Focus on what you need most in order to improve SEO, and assess whether it’s more cost effective to hire or train someone in your team to implement, or hire an agency.
  • How much time do you and your team have? Creating a weekly blog post in-house may be beyond your team’s capacity. Hiring an agency for ongoing SEO improvement is often more attainable than growing your team.
  • How much have you already invested in SEO? If you’re not very far along in your SEO improvement journey, it’s actually easier and less costly to make large improvements by creating quality content. If you’ve already done SEO work and are struggling to continue to improve, you’ll likely need to invest more resources into advanced strategies like systematic backlink requests and creating video content.

Are you ready to improve your website’s SEO?

We can work with your budget and goals to create a sustainable and effective SEO strategy that help your target audience find your website more easily.

If you’re interested in improving your website’s SEO, let’s talk.

Let’s Talk