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Modern SEO Strategy,Getting a return on the investment

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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">By now everyone should know that (SEO) search engine optimization is crucial for any company that’s want more exposure on their website. This is why you need a modern SEO strategy, along with tips on how to build a program that helps you gain profitable results (customers) not just a high ranking, from organic search.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">You can use SEO to drive traffic to your business website. But if your visitors are unable to reach you online, then you haven’t added much assessment to your business. First make sure that your website is optimized to induce interested visitors to contact you. This mean getting your website update to the latest trend, responsive website design.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;"><span style="font-size: 14.5pt; line-height: 22.5pt;">If your site </span><span style="font-size: 19px; line-height: 30px;">isn't</span><span style="font-size: 14.5pt; line-height: 22.5pt;"> constructed with today’s design concepts, it may not even show up in search results. Outdated sites that don’t provide a great user experience raise a red flag to potential customers. This is amplified if your business </span><span style="font-size: 19px; line-height: 30px;">doesn't</span><span style="font-size: 14.5pt; line-height: 22.5pt;"> have a mobile site. Every aspect of technology is improving as we speak and with consumers searching for local information via mobile, having a mobile site is simply not optional any longer.<o:p></o:p></span></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">The next phase of SEO is to drive more conversions of site visitors in to customers. A great, mobile-optimized responsive design will help with in reaching you SEO goals, but your site also needs to feature multiple contact methods like a phone number, email address, web form and chat so that visitors can reach out to you when they are ready -- and through the method they prefer.</span></div>
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<b><span style="font-family: Arial, sans-serif; font-size: 18.5pt;">Content for search engine optimization.<o:p></o:p></span></b></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">Search engines love content that’s recent, relevant and authoritative. One of the most challenging aspects of modern SEO is creating content that’s relevant to your business.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">Both foundational website content and fresh, timely content (like blog posts) focused around the main topics and keywords of your business can help searchers find your website. To create compelling, search-friendly content, start off with a topic or keyword list that’s relevant to your business, products or services and target location.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">Then create relevant, ongoing content about those topics to so that search engines will continually index your site in the search results. The most effective way to do this is to set up a blog and regularly post unique, informative posts that your audience will enjoy.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">But, customer-facing content isn’t the only material to focus on. Populate your pages’ metadata fields with important keywords and accurate descriptions of its content. In addition, including on your site semantic markup code (like that found at Schema.org) will emphasize specific information about your business, like the name, business type and location. These back-end tactics can improve how quickly and easily search engines can match your site to specific, localized searches, helping it show up in organic search results.</span></div>
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<b><span style="font-family: Arial, sans-serif; font-size: 18.5pt;">Using social media and local sites to drive traffic.<o:p></o:p></span></b></div>
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<span style="font-family: Arial, sans-serif;"><span style="font-size: 14.5pt; line-height: 22.5pt;">Modern SEO </span><span style="font-size: 19px; line-height: 30px;">doesn't</span><span style="font-size: 14.5pt; line-height: 22.5pt;"> end with attending to your website. You also need to develop your offsite presence on social media sites, local listings and directories that can help amplify your site's SEO. A presence on social media sites and local directories increases the amount of information that consumers can find about your business when they search.<o:p></o:p></span></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">That’s because social signals and properly configured listings (or “citations”) might influence how search engines surface your website in organic results. Making sure these pages are active and optimized for search can also help them appear in organic-search results for your company branded or key terms.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">Set up your company's profiles on top social media sites (like Facebook, Twitter and Google+) and within important local listings (like those appearing on Google, Bing, Yahoo!, Yelp and City Search), populate them with optimized, accurate content and link them back to your business website.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">Not only are these third-party sites a key destination for local searchers, but these sources can also signal to search engines that your business website is authoritative and relevant, helping boost its visibility in the search results.<o:p></o:p></span></div>
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<b><span style="font-family: Arial, sans-serif; font-size: 18.5pt;">Getting a return on the investment.<o:p></o:p></span></b></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">Once you’re getting site visitors through Organic SEO, converting them into customers is the next step involved with gaining a return on the SEO investment. This first means responding to and following up with your site's visitors regularly (via phone and or email) so that they actually become customers.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 14.5pt;">But also track them back to the marketing source and figure out whether they came to the site from your SEO efforts so you can know if your marketing is working. This can be done through a manual or automated process, but it does require ongoing measurement and monitoring so you can see trends, view results and make adjustments to your program.</span></div>

Modern SEO Strategy,Getting a return on the investment

By now everyone should know that (SEO) search engine optimization is crucial for any company that’s want more exposure on their website...

What to know when approaching an SEO agent

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<strong style="box-sizing: border-box;">SEO agencies are often coming forth with ridiculous offers promising the world while delivering crap.</strong></div>
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<em style="box-sizing: border-box;">I know from first hand experience in Germany.</em> I’m not sure agencies in other countries get away with that level of over-promising too but here are some questions you need to ask before you sign that obligatory one year contract.</div>
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<em style="box-sizing: border-box;">Who is actually doing the work?</em></h2>
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The sales rep in the fancy suit from Armani or the well known SEO guru aka agency owner won’t be the one who does the work. In most cases it will be not only someone else but a person very low in the hierarchy of the company. Often the entry-level practitioners who just completed a three-month SEO course will do the hands-on work.</div>
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<strong style="box-sizing: border-box;">In the best case these people will be at least physically in the same office building as the guru and the sales rep but even that doesn’t mean much.</strong></div>
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The agency owners usually travel the world to speak at conferences and spend their time at meetings with other decision makers. In reality they often don’t work in SEO themselves anymore, they are just managing or overseeing other people at best.</div>
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What you need to do upfront is to ask for the person who will be actually responsible for your project. Make sure not only to ask for the name and address but also for the credentials. Ensure that there is know-how needed even in the lowest ranks of the agency. Otherwise you may be surprised at the (lack of) results.</div>
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<em style="box-sizing: border-box;">Will I be able to talk to those responsible?</em></h2>
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Knowing who will perform the actual tasks is only the start. Of course you also need to know their mail address and phone number to be able to reach them. Usually you will be only able to talk to a project manager or supervisor. At a small agency you will talk to the boss or agency owner who will just make you feel good without saying anything substantial.</div>
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<strong style="box-sizing: border-box;">Do you know the game of “broken telephone” where a line of people purport a message from one to another person until at the end only something funny or incomprehensible comes out?</strong></div>
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SEO is complex and difficult to grasp by itself. Now imagine the confusion when you are trying to convince your agency representative that you need this or that to change and the message spreads accordingly down the hierarchy. The same or worse happens the other way around when the SEO at the bottom tries to shout his message up the hierarchy ladder.</div>
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When the sleazy sales rep or wealthy agency owner who never seems to work refuses to give you the contact data of the person responsible you should become suspicious of the set up of this company.</div>
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<em style="box-sizing: border-box;">Where does the money go to exactly?</em></h2>
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As you can imagine the SEO agency hierarchy is built on transferring funds earned at the ground level to the top dogs. The agency owner will make a lot and the agency will spend a lot of money on everything else but your project. Their expensive offices in the prestigious city center, their latest website relaunch and their Google ads for “seo company” among others.</div>
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The travels of the agency owner to conferences overseas aren’t cheap either especially as he doesn’t earn any money while traveling either – it’s not just the costs of plane tickets, hotel rooms and fancy restaurants. The others who stay at their desks have to do even more work. They may be overworked and distracted too because of that.</div>
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<strong style="box-sizing: border-box;">The agency I worked for charged for example 2000 Euros a day plus a link building budget (for renting paid links). I got like 350 Euros of that sum.</strong></div>
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They had their offices in the middle of the capital where even cemeteries were turned into real estate because of the extremely high rents. Many people think that lavish offices, expensive cars and always available CEOs are a good sign of a profitable business it seems.</div>
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In the SEO world it just means that your money gets spend on other things than your project. That’s why you don’t get the mail address of the people who actually work for you. Otherwise you could cut out the middleman and work with them directly for a fraction of the money spent.</div>
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<em style="box-sizing: border-box;">How many clients and projects are you working for at the same time?</em></h2>
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Your project may be just one of numerous they have to handle at the same time so that the few practitioners at ground level doing the work may be overwhelmed. Large agencies love to brag about their Fortune 500 clients or large portfolio but when you count the people who implement the strategy you may find out that they have a 12 or more of other projects to keep track of and contribute to.</div>
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<strong style="box-sizing: border-box;">Sometimes the work also gets largely automated so that teams of a few people manage dozens or hundreds.</strong></div>
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This works well for Google ads but is known to backfire on organic search projects. As a freelancer I don’t take upon more than a few clients at a time. The day has only 24 hours and I have a life too. With agencies it’s more difficult to find out about the time and resources available. That’s why you have to ask whether you are one of 10, 100 or 1000 clients</div>
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While the SEO company specific questions above will determine whether they are worth the money you also need to ask some general questions on the work involved in your site optimization. Personally I answer most of them even without getting asked right in my initial offer. After viewing many offers by companies competing with me I concluded that you can’t take those insights for granted. You have to actively ask for the basics.</div>
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<em style="box-sizing: border-box;">What techniques will be used?</em></h2>
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Agencies will usually send you a copy and paste offer with very a general SEO explanation and many meaningless words. They will write that they will “acquire links” for you but now how. Sadly you have always to assume the worst case. Acquire most probably just means to buy links or to plug you in into their link farms. The largest German SEO agencies have worked like that until recently.</div>
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<em style="box-sizing: border-box;">How will success be defined and tracked?</em></h2>
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Many agencies are often still very old school. Not only will they use questionable techniques that used to work in the past but often backfire by now they will also assume that success is about traffic and rankings. Some modern and more trustworthy ones will also mention conversions and sales but seemingly none of them will ask you for <em style="box-sizing: border-box;">your</em> goals. They will assume that they know better than you.</div>
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<em style="box-sizing: border-box;">How much of the work will be automated?</em></h2>
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As noted above some SEO agencies automate client work as far as possible. That may mean that your get plugged into a link network and the only thing that happens aside of that is that the agency has randomizes the times the links are added so that it doesn’t look suspicious. Remember that SEO companies are extremely short on educated staff so that smaller clients – that is those with only a thousand or two Dollars/Euros budget a month won’t get even a human ascribed to their project.</div>
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<em style="box-sizing: border-box;">What will be done by the agency vs by the client?</em></h2>
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SEO is not about magic ticks. You have to think of it as hard work affecting all kinds of your website elements and beyond. When potential clients approach me I’m always quick to ask whether they have a team to implement the changes. They I repeatedly tell them what kind of experts the need to make the SEO work on their sites. I mention</div>
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<li style="box-sizing: border-box; margin-bottom: 10px;">content creators</li>
<li style="box-sizing: border-box; margin-bottom: 10px;">editors</li>
<li style="box-sizing: border-box; margin-bottom: 10px;">Web developers</li>
<li style="box-sizing: border-box; margin-bottom: 10px;">graphic designers</li>
<li style="box-sizing: border-box; margin-bottom: 10px;">photographers</li>
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to name just the more obvious ones. Even despite that I sometimes get surprised reactions saying something like “I didn’t know that we need to do everything ourselves!”. That’s usually after they receive the 10 pages SEO audit outlining the actual tasks. When they ask me to implement them they are surprised by the price tag.</div>
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SEO agencies won’t tell you that much. They will just provide you with “SEO tips” you have to implement and assume that you never expected something else. Thus it is indispensable that you ask beforehand what parts of the optimization process you will be responsible for as a client. You can’t just sit back and assume that the SEO is something external having nothing to do with your areas of expertise.</div>
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<strong style="box-sizing: border-box;">I’m not implying that all SEO agencies are a waste of money</strong>. I know some international companies that match my high standards. I also understand that independent consultants or SEO freelancers are not prefect for every job, especially when it comes to the largest ones. Just make sure you aren’t dealing with overhyped or generic SEO XYZ companies and don’t even know who works for you let alone what the company does behind the scenes. I will tell you right away, others may be a lot less forthcoming even today.</div>

What to know when approaching an SEO agent

SEO agencies are often coming forth with ridiculous offers promising the world while delivering crap. I know from first hand experience...

How to be PRODUCTIVE

Did you ever know the people who get so much things done as if they have 30 hours a day while the rest of us drag our feet for 24 hours. These are the people who are considered to accomplish things before your morning breakfast. You can actually become one of them. For starters, spend one minute replying to each email – max -- and don’t feel compelled to respond to everything.<br />
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Also, take a play from Steve Jobs, Hillary Clinton, President Obama and Mark Zuckerberg and wear the same thing every day. It saves time that you spend trying on different outfits every day, says Anna Vital, the co-founder of the San Francisco-based startup organization Funders and Founders who compiled the tips and made the infographic below. 
Take a break from your procrastinating and check out the infographic below.<br />
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