Search Engine Optimization

SEO – The Importance of Search Engine Optimization and Why Every Online Marketing Plan Has to Have It

Every single company with a website has a need for SEO.

You have a great website, logo and vision for exactly what you want your potential clients to do when they see your information for the first time. What you don’t have is the thousands of visitors that make a website do its job.


Your website gets plenty of visits, but no one is doing what you want them to do when they come to it.


Your company is the best option at the best price and getting people to know you exist is not what you should be focusing on because you didn’t get your degree or training in “Google.”

Getting your website to “speak Google” is what we have been doing for the last 18 years.

At EIT, we call our approach “Holistic SEO.” Primarily because we want your website to grow the right way so that it lasts over time and the many changes of the internet. We have taken our clients from 100 website visits a month to 10,000 visits a month and we it do it by sticking to our three foundational areas of SEO.


On Page SEO

This is the process of making sure that everything on the front facing side of the website is working well. There are certain elements that a search engine reads first when scanning your website. We make sure that on every page your website speaks this language in regard to your keywords and service/product.

Not only is it meta descriptions but it is creating a content calendar that provides useful and pertinent information to your target client. Content like videos, surveys, infographics, and, yes, blogs to name a few.

Technical SEO

Working with the amazing Google Search Console tool and coding, we get your website to function smoothly, such terms as 404, broken links, xml sitemap, and page speed are addressed during this phase.

Off Page SEO

Aahhh, finally the term that everyone knows most and thinks that it is the magic that makes everything happen in the SEO world. This is link building. Well, link building is like calling every soda a coke.

These are the calls you as the business owner probably get 3-4 times a week, that start with,

“Hi, I am calling from Google and we can guarantee you placement on the first page for $199 a month.”

Sounds great, right? You sign up and 4 months later, you have no idea what you are paying for and have never heard from the company again.

We call our link building process Content Layering. This is a very thorough and deliberate process that our team does daily for every single client.

Over the years, many clients have come to us with the same problems.

“I built a website and now it doesn’t do its job.”

“People are coming to my website, but they don’t buy or they don’t buy enough.”

“When I type in my service/product in Google, I am nowhere to be found.”

“How do I measure the value of SEO, when I calculate my cost per lead?”

These issues are all related to SEO and a recently coined term new to the industry which is called CRO. I know, right when you finally got the terms SEO, PPC, SEM and SMM down – we added a new one!

So, what does CRO mean? Conversion Rate Optimization

Sounds simple enough?

This involves Google Analytics data at the highest levels of involvement and strategy. We look at every metric that can happen or occur during what we call the “buyer journey.”

Here are only a few of the analytic metrics that are looked at on a weekly basis (at least) by our SEO team:

  • Most popular pages
  • Keywords used to find your website and the clickthrough rate of those keywords
  • Is your traffic growing or declining
  • How long people stay on a page
  • Which page on your website made them leave
  • What actions did they take
    • did they join an email list?
    • did they call you?
    • did they fill out a form?
    • did they purchase a product?
    • did they watch a video?

Only after looking at this data, can we start the process of optimizing your website for conversions. The changes on the website are then dictated by this data, which is only a reflection of what everyone is doing on your website.

Here is one example of how we recently optimized a page for a client…

  1. We found inside Google Search Console that the client was gaining authority for the term “healthy mom blog” – she had an average position of 9.4 for this term in the top 3 search engines which was giving her authority for the term because her click through rate was higher than 30%. (Click through rate is how many times people click to your website after performing a search on the internet)
  2. We then advised her to create this as a “content pillar” and continue to write blogs that centered around healthy moms. One of the content pieces was a highlight of other healthy mom bloggers – a sort of top 10 list. She knocked it out of the park!
  3. We came in, optimized it, built content layering (links) on other websites that were relevant, and she moved up to top 3 for this term. Go ahead, type in “Healthy mom blog” right now and tell me who shows up.

That is a form of Conversion Rate Optimization.

Sounds logical when we lay it all out. But these metrics need looked at regularly and discussed regularly to really find the terms that bring the educated buyer who is ready to make the purchase.

How much does SEO cost?

Most SEO agencies price monthly, which is by far the easiest model to build all the necessary components to an effective online marketing plan. It usually guarantees a certain number of hours geared toward your online optimization. These packages can range from $200 a month to more than $20,000 a month, or even higher.

SEO package pricing depends on several factors, here are a few:

  • How many keywords
  • Number of pages on the website
  • Number of products or services offered
  • Whether or not your company needs help with content
  • Age of the domain (how long you have owned it AND how long it was owned by someone else)
  • Online marketing objectives/timelines

It is very important to state here that SEO is a longer play…but it yields the highest return on your advertising dollar than any other form of online marketing.

We run Google Ad accounts for our clients to get the “instant” results that being at the top of a search engine provides. Google Ads also allows us to test product pages, landing pages, calls to action, or any content that does not have the time to develop organic search results.

Why does SEO take so long?

The list below will explain some of what we will be doing for you.

1. Market research

Market research involves researching your business or company, your products, your industry, your company’s competitors and online marketing strategies and tactics that are most effective in your industry.

2. In depth competitor research

As your SEO agency we will research your competitors, their tactics and strategies in detail before researching the ways to outshine them. Mostly, your SEO agency will research the online marketing activities assisting them to grow their visibility in search engines. This includes analyzing:

  • How we get strong backlinks helping you to rank and gain visibility.
  • How we are going about your on-site optimizations and keywords your pages are targeting
  • How we are using content marketing to gain attraction, which is a vital element in the Google ranking.

3. Strategy development and implementation

After researching your business and competitors, the next step is to develop strategies on how to get better Google search results and ultimately help you improve the performance of your website. The strategies can be similar for small businesses, but large business in competitive markets require more creative approaches to get results in the face of big competitors.

When you hire a competent and experienced SEO consultant that costs thousands of dollars, you are paying for creativity and experience. If you are investing a lot of money in SEO, you should expect tactics better than “We will get you 50 guaranteed awesome links a month.”

4. Keyword research

Keyword research is the heart of the SEO. This process was simple in the past as you can just type the keywords or phrases that prospective customers can type into the search engine and build your site’s page around the keywords or phrases. Sounds simple right?

But, researching keywords and phrases is not a simple task anymore. Your SEO consultant must dig deep and find the most profitable keywords. Understanding keywords is vital because they help you understand your clients and target audience and how they search for your business online.

This will also help your SEO team to write compelling content, meta description and page titles (Compelling content, page titles and meta description are what help Google understand what your page is all about).

Keyword research for smaller business with a limited number of pages on their website happens at the start of the SEO campaign, and it helps the our SEO team optimize the your page title, meta descriptions and content. Keyword research is an ongoing activity that helps drive more traffic monthly. Researching keywords on an ongoing basis for your website will help get more pages of the website ranked in the search results.

EIT Search Engine Optimization Monthly Packages are available by contacting us.