What is SEO? and Other Digital Marketing Questions Answered

Hello, welcome, and thanks for joining the Ehlen Analytics SEO team! This handy-dandy SEO FAQ was cooked up special for you by our Search Engine Chefs. This guide will help you make some sense out of the terms and concepts that you’ll hear us throw around now and again, especially when it’s time for your monthly SEO Report.

Q: What is SEO?

A: SEO stands for Search Engine Optimization. Our team of SEO wizards implement a vast array of technical strategies and adjustments that all serve the same goal: to make your business as visible as possible on SERP.

Q: What the heck is a SERP?

A: SERP stands for Search Engine Results Page, otherwise known as what you see on the screen when you Google a word or phrase. There are many components of a SERP, and the results can vary depending on what keywords you search, and your geographic location. For local businesses, the SERP usually includes:

  • paid ads
  • the map pack aka the local pack (the little map with the top 3 suggested local businesses)
  • FAQ’s and Q&A’s
  • Google Star Ratings + Google Guaranteed
  • Google My Business Sidebar
  • Web Results (10 links per page with meta titles and descriptions)

Q: What is a keyword?

A: A keyword is the word or group of words that a user enters into a search engine in order to find what they’re looking for. It would be more accurate to call them key phrases, since a keyword can (and almost always does) have more than one word in it. So when we refer to the keyword “water damage restoration” we are referring to the whole phrase, and not just a word in that phrase.

Q: What are keyword rankings?

A: Keyword rankings represent the positions your business occupies in SERP for specific keywords, in a specific location. Keyword rankings are determined by how a SERP appears when a user Googles a given keyword from a given geographic position. Rankings are location-specific, so what one user sees when they google “water damage restoration near me” will be different than what a user sees when they google the exact same phrase from a location a few miles away. That’s why our goal is to optimize our clients’ websites and GMBs for the target locations that are the most relevant.

An example of position tracking keywords organized by positive impact – these are the most improved keywords over the course of a given time period.

Q: What is Position Tracking?

A: Position Tracking is a running ledger of your company’s keyword rankings over a period of time. Literally, we’re TRACKING that keyword’s POSITION in SERP in a given location. Position Tracking is Keyword Ranking over a period of time (months, years).

Q: How does Google decide how to rank my company’s keywords?

A: There is no simple formula, and every time we think we’ve got this one solved, Google changes its algorithm and we have to start all over again! But the simplest answer is: RELEVANCE. Google is always trying to find the most relevant search results for a given user. So Google looks at a wide combination of things, including:

  • Quality of Content
  • Length of Content
  • Keyword density on web pages and Google My Business
  • Original non-repetitive content
  • Photos with captions and alt text
  • Usability of a website
  • New content being released on a regular schedule
  • Location modifiers attached to relevant keywords (i.e. water damage restoration in philadelphia PA)
  • Content that’s easy to read and understand
  • High number of clicks and traffic
  • High amount of time a user stays on your website
  • GMB listing completely filled out including regular posts and review responses
  • Number of Google reviews
  • websites with links leading to your website (Backlinks)
  • your website having links to other websites (Outbound Links)
  • Page load speed
  • Magical SEO Special Sauce

Ok that last one is made up, but the point is, SEO involves many, many processes all leading to the same goal: to make your website more visible in SERP. Here at Ehlen Analytics, we use a lot of tried-and-true techniques for SEO, and we have a few innovative tricks up our sleeve. There are lots of companies out there that offer FAST results, but oftentimes those companies use shady, underhanded tricks to try and fool Google’s search algorithms. These shady practices may work at first, but when Google figures out that it’s being tricked (and Google ALWAYS finds out), it penalizes the business that’s bending the rules.

At Ehlen Analytics, we don’t just produce results, we produce LASTING results. How do we do it? We do allllllll those things we listed up there. We check, double check, and triple check every facet of our clients’ online properties to make sure they’re consistent, accurate, high quality, and easy to use. We produce new, high quality content on a regular basis, and we have a 100-point technical checklist that we monitor to ensure all of our clients are getting the best possible SERPs for all their keywords.

Whew! Sounds like a lot of work, right? Well, it is. But that’s what makes us so good at what we do. At Ehlen, we work hard to get your results, and we thank you for giving us the opportunity to manage your online properties. We look forward to producing the results you’re looking for, one SERP at a time.

Every Ehlen client gets a monthly SEO report that should arrive a few days before your monthly billing cycle. If you have a preferred day of the month you’d like your report to arrive, just let our SEO team know. You can reach us at [email protected]