Search visibility goes beyond the number of keywords a website ranks for. It is about the discovery of business pages by searchers, search engines, and the people who reach them.
We identify the barriers to visibility. This can be a poor site structure, unclear search intent, competing URLs, weak page targeting, poor site coverage, or important topics that are not covered on the website.
To provide visibility to the opportunities that support qualified discovery, we build structured search strategies to strengthen search visibility around relevant business searches.
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A website can rank for search results, but it can still have a visibility problem.
This is why we look beyond rankings.
Our SEO Strategy & Audits service undergoes a more detailed analysis of the search foundation and prioritizes the aspects that require amendments.
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An SEO assessment can review the technical part, existing rankings, page targeting, site architecture, content coverage, internal relationships, competitors and search opportunities.
Our dedicated SEO Strategy & Audits service is designed for businesses that need that deeper analysis and prioritized roadmap.
On-page optimization analyzes search intent versus content on the page. It focuses on the structure of pages, supporting text/language, the usefulness of the content, and contextual internal links, and how content is presented. It includes topical coverage, headings, page titles, and descriptions.
For more insights, check out On-Page SEO.
Crawl paths, indexing, canonicalization, redirects, duplicate URLs, internal site architecture structuring, page rendering and processing, schema, page experience, and many other elements of technical optimization can impact how search engines discover and process a site.
Our approach is identifying and resolving technical SEO problems.
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Keyword research is crucial, but a keyword provides very little context.
Consider searches that are related to each other. One user may want an explanation. Another may want a piece of software. Another may be comparing different offerings. Another may want to use the service.
Those unique searches should not necessarily lead to the same page.
We group search intent to understand the topic, relevance, and the stage of the decision-making process.
By default, each important URL has a primary purpose.
For example this page focuses on the Search Visibility service.
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The fundamental point in keyword cannibalization should not be about two pages that both contain the same exact keyword.
Rather the question becomes about multiple pages that are trying to satisfy the same search intent.
The answer depends on the case.
Search Visibility and the condition of the website are interrelated.
We analyze issues that may affect crawl paths, directives for indexing, duplicate URLs, canonical signals, redirects, and orphaned pages and other issues that may confuse the intended structure of the site.
To clearly communicate the major elements a webpage is trying to represent, there should be relationships defined between those elements.
Should performance issues be systemic to the site, while other factors remain the same (i.e. content structure, schema, etc.), our Website Optimization service addresses those issues more deeply.
Website Optimization →05
SEO content should not be long just to compensate for a lack of detail.
Observing search volume isn't enough. Having a smaller search volume for a search query that's related to a service can be more valuable than having a larger search query that has low commercial relevance.
Page duplication doesn't mean page authority. Adding another page for a topic that already exists can result in page duplication.
There are times when pages deserve to be full service pages, however, other pages are better off being a service page in a section.
What you should want out of content is to answer questions that customers ask, showcase case studies and documentation, explain how products and services work in order to help them solve problems, and explain your company's decisions and limitations.
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Google organic results are important, but the discovered area is changing.
While the foundational areas overlap, these interfaces are not the same.
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Rankings are invariably interim milestones.
Eventually, the user needs to reach a destination that makes sense.
Then the next step should be clear.
We don't treat ranking reports as the end goal. Rather, we look at how search performance is aligned with the website journey.
This is the area of our Conversion Optimization service that focuses on the area between qualified organic visits and meaningful engagements.
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We determine what the business offers, who the target audience is, what segments we are targeting, and what a high value search visitor looks like.
We review the existing organic visibility, key pages, the big ramparts of our competition, and what search terms we should prioritize.
There may not be true “same” SEO problems across sites.
Before we assign work, we determine the limitations.
Not every discovery necessitates an immediate implementation.
We prioritize recommendations based on the potential impact, search opportunity, technical debt, effort, and business importance.
This provides a recommended approach, rather than a list without direction.
Depending on the analysis, the implementation may include page improvements, technical solutions, improvements to architecture, content development, or consolidation, as well as stronger contextual relationships between pages.
Search performance should be evaluated relative to the starting position.
We evaluate the relevant metrics based on the defined goals, rather than relying on a generic "SEO score".
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The performance of search can be evaluated from several different viewpoints.
A single metric rarely captures the whole situation.
For businesses that need marketing performance more tightly integrated with leads and outcomes, Reporting & Attribution extends our measurement of search metrics beyond search performance.
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We determine whether individual markets include enough demand, business presence, and unique information to warrant dedicated content.
Current priority markets for Search Intelligence System include Texas, North Carolina, and Utah with an initial focus on Austin, Dallas, Houston, San Antonio, Fort Worth, Charlotte, Raleigh and Salt Lake City.
Businesses dealing with similar geographic growth issues should check out our solutions for broader multi-market strategies.
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FAQ
Search visibility refers to how visible your website is in search engines.
There is no single good score to aim for as good SEO performance is dependent on many variables, and it can be contextual to any given business.
Rankings show you how well a given page performs specifically for a particular search, while organic traffic shows you actual visits. More importantly, you want to ensure that the visitors you are attracting perform meaningful actions on the website.
Many factors combine to contribute to Google Search Visibility. While we can never guarantee a ranking, improving Search Visibility can be achieved through UX/UI, a relevant architecture, filling content gaps, and addressing intent and other factors.
To come up with a strategy, we first need to find the cause. Finding the point in time of the drop can oftentimes be the better approach to take when trying to find a solution.
Not necessarily. We can have multiple keywords that have closely related meanings on the same page as long as they share the same intention.
Yes. Not every page that targets the same keywords is an issue of keyword cannibalization. This can be an issue if we have multiple competing pages targeting the same keywords and the same intentions and having no clear purpose.
Not necessarily. Publishing content each month is only valuable if it helps us publish quality content. Often, it is more important to improve, update or consolidate existing content and pages.
There is no general timeframe. Improvement can be seen much quicker if a website has less competition, fewer technical issues, and less content.
Potentially. Having many keywords does not equate to strong SEO across the site. In fact, we are more interested in visibility for which searches, what pages, whether those searches align with the business, and what occurs after users land on our website.
They are not the same. We consider them separate because they need to be treated differently in order to develop the appropriate strategies for each.
You do not need to analyze our problem to determine the appropriate SEO service. An assessment can decide if the main restriction is technical SEO, on-page SEO, architecture, content, local SEO, or any other part of the search ecosystem.
More activity does not mean more progress.
A good search strategy should make your site easier to understand and more visible to your essential audiences.
