Page 6 - Leveling up SEO with Call Tracking
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Section 2
                                             SEO is the foundation of your marketing

                                             strategy



                                             SEO is not as complex as you might think. Itʼs about being the best
                                             resource for something that people are searching for. It starts with
                                             the basics. Build a website that contains all the business information
                                             customers need to make a decision: contact info, hours, and services
                                             are all obvious needs for your site.


                                             But the secret to winning at SEO is to be specific when describing
                                             your services. Dedicate separate pages to each service, and educate
                                             people on why they need your service and how the solution works.
                                             According to SEO expert Neil Patel, “A Google user is happy when
                                             they find the result that serves their needs in the best way.”


                                             Taking it a step further can be more challenging. Here are a few
                                             guiding questions you need to answer when creating more content:

                                                ●    What are your customers searching for?
                                                ●    What are the biggest questions your customers have?
                                                ●    What are their biggest pain points?
                                                ●    How can you help them solve their problems?
                                                ●    How can you help educate them?


                                             Search engines have become quite sophisticated over the years.
                                             Spam tricks and link schemes are penalized. Low-quality content
                                             doesnʼt stand a chance. Competition for search result rankings is
                                             high. And ranking on SERPs requires producing content that
                                             provides value.


                                             Thatʼs because Google discerns the intent behind a query to return
                                             more refined results, not just an exact keyword match.

                                             For instance, a search for “cobra” returns mostly results about the
                                             healthcare law and not about the type of snake. Compare this with
                                             the search results for “cobras” and youʼll see mostly results about the
                                             snake. This may seem like a small distinction, but it shows the search
                                             engine can understand the intent behind a query.


                                             So what does it mean for you? It means that you have to tailor your
                                             approach to fit what people are searching for. Study the search results
                                             that Google returns for queries you want to rank for and look for
                                             opportunities to create something better.




      (Source: McKinsey)

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