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Search engine optimization (SEO) is the marketing strategy of enhancing a website’s visibility in search engines using unpaid, or organic, means. Note that unpaid search results or organic ranking are not the same as pay-per-click advertising, which is geared toward generating revenue and visibility through paid clicks.

Google’s organic rankings are determined by an algorithm that looks at a wide range of factors, including both qualitative and quantitative measures of SEO performance. Though the exact formula for Google’s ranking algorithm will remain a secret unknown to most, fishbat, fortunately, knows a good deal about it using the information Google has made public and the results of their own analysis and experimentation over years of reputable experience in digital marketing.

Even while Google and other major search engines will inevitably make adjustments to their ranking variables and algorithms over time, the characteristics that Google looks for in a website — namely, its quality, trustworthiness, and performance — will never change. This is why fishbat discusses ranking factors on various major search engines that will help your AV conferencing company land a first-page ranking.

On Page SEO factors

In spite of significant changes to the Google algorithm, it remains crucial to include keywords wherever possible within the written content. Remember that if no one can locate your content, then it doesn’t matter how wonderful or well-written it is. A social media agency advises that you must include the terms your audience uses in their Google searches as well as develop content that is appealing, informative, and beneficial.

Do some keyword research to find out what might be the searches of your target audience that are connected to your AV conferencing company. For instance, people might be looking for an AV integrator in New York. With this, you need to make sure that your content is related to what the user is looking for, which in this case is a professional AV integrator. What you’ll learn from this is that content alone with keywords in it is not enough; you also need to answer their questions, and solve their problems, or queries.

Other than keyword usage, you must also focus on content originality. Think about it: with so much rivalry in the audiovisual industry, how can you stand out? How are you different from the other AV companies? For what reasons should Google prioritize you? Keep in mind that if you want to achieve that first-page ranking on major search engines, then you’ll have to do what no one has done; hence, originality in your content is a must.

Off Page SEO factors

Credibility and endorsement from others are essential to your brand’s reputation. If you want to be taken seriously in the AV industry, you need to receive commendations from respected authorities in the field. For this purpose, Google examines external links. If several organizations, including businesses, government agencies, and even universities agree that your information is useful and links to your site, major search engines will take this as approval and will provide you with higher rankings.

The greater the number of trustworthy websites that link to yours, the better. However, the following variables can affect the quality of such links:

Authority. The credibility of a source such as The New York Times should not be confused with that of, say, Pedrito Pérez.

Location. In terms of accessibility, a link on the homepage is not the same as one in a hidden corner of the site. Remember that link visibility depends on where on the webpage it is located.

Anchor text. If you want people to click on your link, don’t just put “here” as the anchor text; use a statement that describes what they’ll get out of clicking on your link instead. For instance, use an anchor text of “latest audio visual conferencing technologies video equipment and sound systems” instead of just placing a “click here for more” button linking to your AV company.

Authenticity. Google has tools to determine if a link was acquired through a business arrangement or if it was obtained naturally due to the quality of the content being shared.

Keep in mind that websites that have a large number of links pointing to them tend to rank higher than those that don’t. According to SEO expert Brian Dean, the number one Google result receives 3.8 times as many backlinks as the next ten results combined. If this does not convince you of how essential links are to your SEO ranking, then you’re missing a lot.

About fishbat: fishabat is a full-service New York SEO agency that takes a holistic business approach to their clients’ digital marketing programs. The fishbat team understands the importance of business principles just as well as the nuances of the latest digital technologies. fishbat offers every digital marketing service available from digital marketing research and planning to brand development to website and asset creation through social media management and search engine optimization programs—all custom calibrated for both B2B and B2C businesses.