Evolving Your Strategy

Consider that leading search algorithms release upwards of 3,500 features per year and use almost 200 signals, both positive and negative, to influence brand ranking. Just because you’ve implemented optimization strategies doesn’t mean you’re in good shape forever. You need a firm that will constantly keep abreast of these signals and calibrate a strategy that maintains effectiveness.

As you contemplate agencies to consider, avoid those that ‘guarantee’ results and closely scrutinize their methods. Using manipulative methods to increase your site’s rankings will have an opposite effect, receiving a penalty from search engines (often referred to as an ‘algorithmic devaluation’). These devaluations are real and have affected large enterprises. Losing your page ranking for any period of time can have devastating consequences.

In terms of strategy, organic search results (non-PPC) are 8.5x more likely to be clicked on than paid search results, making this a critical success factor in determining online brand recognition. That said, PPC allows for search amplification and is a powerful strategy to build brand awareness. To learn how to use PPC to increase your brand exposure please check out our PPC service offering