FAQs about SEO

We enjoy educating our audience on what is often perceived as a foreign, complex concept. If there are any questions you may have that are not answered below do not hesitate to give us a call or email. Here are some common questions related to SEO:

1. What is SEO?
   SEO stands for Search Engine Optimization. It refers to the process of increasing the visibility or ranking of a web site in search engines (specifically, Google) for a set of predetermined list of search terms, or keywords. It is a long term, continuous project that requires an SEO specialist able to adapt to the evolving requirements to get on top of search engine results. Many businesses engage in SEO services, so that their websites will show up for relevant keyword searches. This has become an increasing trend, as more customers first visit Google in researching businesses, understanding products, and making informed purchase decisions. In fact, Forrester Research reported in 2009 that $918 billion worth of retail sales were “web-influenced.” The SEO process itself is an art influenced by a science.
   
   
2. What is On Site SEO?
   On Site SEO refers those SEO activities limited to changes and improvements to the business’s own site.
   
   
3. What is Off Site SEO?
   Off Site SEO refers to those SEO activities occurring outside of the business’s own site. On the highest level, off site SEO activities is just building an external backlink infrastructure directed at the business’s own site.
   
   
4. How does Sequoia build backlinks?
   Sequoia leverages proprietary softwares, processes, and private backlink networks to build backlinks for our clients. We have developed and refined effective SEO strategies that involve depth (i.e. multiple tiers of links), quantity, quality, relevance, diversity (i.e. backlinks from varied sources), and consistency (i.e. building consistent numbers of links over time).
   
   
5. What are the benefits of SEO?
   A successful SEO campaign will bring increased visitor traffic to your website that translates into increased leads and increased sales. In addition, SEO will increase your brand awareness and perceived authority in your industry, since your site appears higher ranked than your competitors for targeted search terms. Traditional marketing and advertising campaigns (e.g. print, radio, television) are expensive, run for a limited number of times, and are difficult to target. On the other hand, SEO offers long term, targeted marketing gains and is a less costly alternative.
   
   
6. How do you determine how much traffic SEO will bring?
   Potential traffic gains from SEO varies case by case. The biggest driver is the keywords you choose. Obviously, different keywords have different search volumes, conversion rates, and relevancy to your business. To determine the potential traffic from specific keywords, you can use this free tool offered by Google: AdWords Keyword Tool. Using this tool, you can enter specific keywords and it will estimate the amount of monthly traffic. When using this tool, be sure to search “Exact Match Type “ and evaluate the “Local Monthly Searches” column.
   
   
7. How do you determine your Return on Investment with Sequoia SEO?
   Similar to traffic, your specific business’s ROI will vary case by case. To estimate your return, first select some targeted keywords using the Google AdWords Keyword Tool. Take the potential search traffic (in the “Local Monthly Searches” column), multiply it by a potential click through rate to your site. This rate depends on a number of factors: your site’s SERP (see this site for estimated distribution of clicks based on SERP), your site’s relevancy, and the level of competition. Take your new value and multiply it by site’s conversion rate and average conversion value to arrive at a potential return value.
   
   
8. How long does it take to reach the first page of Google?
   It is not possible to predict exactly how long it will take to reach the first page of Google, since there are a number of unpredictable and uncontrollable variables at play (e.g. changes to Google’s ranking algorithm, SEO campaigns of your competition). However, given past experience, typically it takes 2-3 months to rank for a keyword of Medium competition. For High competition keywords, it can take upwards of 6 months. For Low competition, it can take as quick as 1-2 weeks. SEO should be viewed as a long term investment. Our philosophy at Sequoia is to work with our clients to rank and sustain keywords. Using a short-term or unsustainable SEO strategy may prove very counterproductive, as quick rising ranking without continued link building often results in a significant drop in rankings. This, in turn, makes it more difficult to re-rank the site for the same keyword and related keywords.

Contact Us »