Search Experience Optimization
“When it’s done right, SEO doesn’t stand for search engine optimization; it stands for search experience optimization. Yes, that starts with bots crawling and indexing, but the real magic happens once a searcher enters a query. Sites that are optimized for search experience (not just search engines) will deliver value to the searcher from the search results page through the on-site experience and into conversion.”
Jim McKinley, Co-Founder & Principal
The (un)Common Approach
SEO services engagements that begin with “Let’s look at some high-volume keywords!” are, sadly, all too common. Instead, we embrace holistic SEO that aligns with your marketing and business goals, works with your web design to produce excellent user experience, guides your visitors through conversions, and extends your site’s brand across other sites through smart backlinks strategy. For (un)common results, upgrade to (un)Common SEO.
( frequently asked questions )
Paid search advertising attracts customers quickly, in numbers that scale with ad spend. SEO requires an upfront investment, but over time, customer acquisition costs for organic search shrink significantly. Additionally, SEO builds positive brand associations that help boost results for paid search efforts.
SEO can have a direct effect on ROI if your site is ranking well for search terms that indicate a strong intent to buy. However, SEO’s impact on your bottom line goes beyond reaching the immediate buyer. (un)Common SEO positions your site as a clear choice for search queries at many stages of the customer journey, improving user engagement and conversions while increasing the number of candidates for channels like retargeting.
SEO doesn’t just optimize your website; it optimizes the potential return on your website investment in organic search visibility and interaction. Trying to grow your company on a lean marketing budget? SEO helps prioritize strategies and tactics that enhance your visibility for your search audience.
For most of our clients, it takes at least six months for the benefits of (un)Common SEO to emerge. That time is required to make optimizations, of course, but it’s also needed for search engines to recognize, evaluate, and reward those changes. Further, search engines reward sites that consistently demonstrate best practices, so consistent optimizations rolled out over a long period of time reap larger rewards down the road. Good SEO is like compound interest: its returns increase significantly over time.
Without strong SEO, a beautiful, user-friendly web design can still be a waste of digital marketing resources. SEO ensures that a site can be crawled and indexed by search engines quickly and easily, giving the revamped site a head-start on visibility improvements. SEO can have such an impact that it should be a fundamental part of all web migrations, but this is far from a given. Sometimes, developers simply don’t consider integrating SEO into a site build; other times, they make an attempt at integration, but their execution falls short.
(un)Common SEO ensures that all your web marketing efforts, including your development team, are working to make your site easy to index and rank by search engines. Got a website relaunch coming up? Investing in SEO ensures you’ll preserve existing traffic, while optimizing your foundation for stronger growth in the future.