Success in search is rooted in leveraging the platform’s greatest strength: its ability to target consumers at the moment they are actively searching for what a brand has to offer.
By focusing on specificity and aligning user intent with searched keyword, search listing and landing page, we can answer prospect questions and provide true value, building favoritism as a brand.
We start from strategy, understanding consumer needs, and the intent of the questions they are asking in Search. From there, we determine the most valuable content available to the brand that addresses those questions, and optimize website SEO and paid search to deliver that content to searchers and drive them to engage with the brand and ultimately convert.
We engage in extensive, in-depth keyword research across the entire span of searches relevant to the brand. Search keywords are grouped by topic (i.e., what is the particular product or service being sought?) and intent (i.e., what action does the searcher intend to take?). These keywords are then appropriately targeted with aligned messaging and content in paid search and SEO.
Paid search is focused on identifying searches that lead to consumer action, serving aligned ad messaging leading to optimized landing environments, and then engaging in ongoing optimization – a critical component of success. Optimized campaigns continue to grow as new advertising options are introduced and opportunities present themselves.
Paid search success comes from specificity. Our strategy is to align intent, keyword, ad copy, and landing page. This leads to lower costs and higher conversion. Ad messaging is created and destinations are selected to serve this specificity.
Beyond the initial set of appropriate keyword opportunities identified for paid search targeting, ongoing discovery and optimization throughout the life of the campaign keeps up with changing consumer behaviors and allows for increased specificity.
Ongoing optimization is key to success in search. Search is more expensive on a per-impression and per-click basis than other forms of digital advertising. The value of search lies in its unparalleled ability to optimize toward conversion by using data to focus specific offers on users when they are actively seeking those offers. In paid search, daily bid management and campaign optimization across all dimensions leads to continuous improvement.
Website SEO is based in content planning and promotion, paired with technical SEO. SEO success comes from understanding what content searchers are seeking, creating that valuable content, ensuring it is visible and understandable to search engines, and then promoting that content both directly to target consumers and to influencers and authoritative websites that will link to and cite the content. When paired with conversion optimization efforts, this approach drives results and favoritism through providing searchers what they need.
SEO technical compliance is rooted in ensuring that websites are properly representing themselves to search engines. While search engines are continually getting closer to understanding websites in the way that humans do, they are still programs working against a particular algorithm, with the limitations of software.
There are many technical best practices either directly communicated by search engines or developed through empirical testing to ensure that a search engine’s automated systems can access all content within a website and properly understand the relative importance of specific topics, as well as how they are related.
Whether AMP is building a new website or updating an existing website, SEO technical compliance best practices are applied throughout the planning and development process to ensure that SEO-friendly platforms are selected. We also ensure that website functionality does not impede SEO, and that SEO specific tags are properly applied to communicate the value and meaning of site pages as clearly as possible.
In order for search engines to promote a website as the answer to a searcher’s question, the site must provide the answer to the question being asked. SEO Content strategy is founded in understanding the questions consumers are asking about your brand, your products and services, and your vertical. We then ensure that your website has unique and valuable answers to these questions presented in a way that both consumers and search engines can easily understand.
By applying the results of keyword research to content planning, AMP ensures that our clients’ websites address the topics consumers are actively seeking information about, using the same language that consumers prefer to use when doing research. SEO success comes from content that’s aligned with user intent and language, properly featured within the website, and supported by a content promotion strategy.
SEO success comes from content that is not only unique and valuable, but authoritative. Authority is primarily determined by how the content is shared and linked to from external sources and websites.
For brands, Content Promotion is often best handled through integrated social media marketing and influencer outreach. Effective link-building from relevant and valuable websites is the result of relationship-building rather than cold e-mail link requests, and these relationships are best facilitated through ongoing engagement and communication that fits well with social media efforts.
Content promotion begins with content creation. When content is created with a promotional audience or specific influencers in mind, it can be crafted to maximize sharing and linking among a relevant audience. This activity also directly drives traffic, engagement and conversion beyond the SEO value of the resulting links and citations.
Only a limited portion of the search engine results page can be owned by a single website. Google will only show up to one paid search and two organic website results for a single site. As a result, great opportunities exist in search beyond optimizing the website itself.
In paid search, different verticals may be served by alternative ad formats beyond text ads. E-commerce sites can increase their presence via shopping ads. Similar feed-driven ad products exist for specific verticals like hospitality and automotive.
In SEO, Google and other search engines may offer information about the searched topic through results other than website results. Local businesses must engage in business listing management and optimization to ensure they appear in map results and that their listings on third-party sites like Yelp rank well. Link-building and citation efforts can lead to referral traffic from other non-competitive websites ranking for the same terms. Proper optimization of a brand’s social properties and YouTube channel will also drive increased brand presence in search.
Optimization is based on measurement. Each channel has different roles in the consumer’s shopping journey and is assigned KPIs accordingly, based on the channel and specific campaign. By optimizing against these channel and campaign appropriate KPIs, each channel and campaign can be maximized for its individual objective.
When possible, integrated cross-channel measurement allows for optimization against overall business objectives. In the consumer’s shopping journey, brand interactions and perceptions are continuous. The each channel’s impact builds into the impact of the next channel, and results for upper funnel searches influence behavior for lower funnel searches.