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The Rules Have Changed

Search engine optimization has changed. Has your SEO kept pace?

SEO used to be simple: slap a few keywords in strategic places and, boom, here comes the traffic. It was all about HTML code.

But search engines have grown, and SEO has grown with it. Today, search engine algorithms are a complex cocktail of ranking signals: domain authority, links, local signals, social signals, site quality and more.

Your SEO strategy needs to adapt and grow.

SEO For the Long-Term

At KeyRelevance, our SEO work has stood the test of time. Sites we optimized in 2001 still rank today.

How did we do it?

  • By executing on the fundamentals, while adapting to the new rules.
  • By recognizing that some old rules just don't matter anymore.
  • By avoiding aggressive, bleeding edge SEO tactics
  • By positioning our clients for where Google is going, not just where it is today.

Google never stands still. Neither do we.

How the Economy Has Changed Keyword Usage
Christine Churchill on Keyword Research
How Do We Do It?

Keyword Research

Keyword research is one of our core competencies. If fact, we teach keyword research workshops at SMX Conferences, Search Engine Strategies and PubCon conferences.

Keywords are the foundation of your search engine optimization. Chose wisely and you're a winner. Chose badly and you're just spinning your wheels.

Our proven keyword methodology consider a variety of criteria when evaluating keywords including popularity, relevance, competition and other factors.

Our relevance assessment seeks to understand the mind of the searcher. What intent do they have when using a keyword? Where does a keyword fall in the customer's decision-making process?

Our competitive assessment evaluates your chance of winning keyword rankings. You can't just demand rankings for a keyword, you have to be able to compete. Can you win a prime keyword on a deep page in your site? How many links do you need to come to the party? Are you better off fighting or switching to another keyword?

These questions can only be answered by a thorough analysis grounded in a solid methodology.

Site Architecture

The structure of your web site - its design, its navigation, its server configuration - has a tremendous impact on search engine optimization. It determines how spiders crawl your site, distribute link equity and view your content.

Our founders developed the NetMechanic web site diagnostic spider, which has crawled and analyzed over 300 million web pages. That background gives us a unique insight into how Googlebot and other search engine spiders operate, as well as the challenges they face in analyzing today's web sites.

We bring that expertise to bear in a comprehensive site architecture review that prioritizes areas to address to make your site friendly to search engines.

On-page Fundamentals

What really matters in on-page SEO? Does keyword density still count? Do your images need ALT attributes? Does SEO mean introducing stiff, awkward page copy?

On-page SEO is still the foundation of search engine optimization, but many techniques that were de rigeur in the past just don't carry much weight today.

Today's SEO should be flexible and pragmatic. SEO needs to fit with your existing marketing efforts, not work against them. It needs to be sensitive to your brand voice, not just stuffing keywords left and right.


Link-building enables you to compete for keywords. It's an essential ingredient in search engine optimization.

But it's also the slowest, most difficult aspect of SEO. Move too slowly and you don't get results. Move too aggressively and you cross over into link-spam. You need a balanced link-building strategy that follows white-hat rules.

Our approach to link-building stresses link freshness, relevance and naturalness. We use only proven, ethical methods of link acquisition.

Content Marketing

Content marketing means creating quality, optimized content through articles, blogs and videos, and sharing it through multiple channels, including social media, web site, press releases and email.

Effective content marketing syndicates your brand through channels beyond your web site, helps link-building, and places your brand on sites that have an independent opportunity to rank and drive traffic.

Social Media

Social signals are the most important growth area in Google's algorithms. Any business wanting long-term SEO success needs to play in the social media world.

Our content marketing strategies work with your existing blog and social media channels.

Separately, our social media program can help you grow your social channels by building your fan base and increasing fan engagement. Learn more about our social media program.

Customized Strategies

Not every strategy works for every client. What's the best approach for your business? Contact us to find out.