[Step-by-Step Guide] to Local SEO

Get ready. If you own a local business or do marketing for one, then you need to read this guide. we’ll uncover the tactics used by our team here to deliver results on a month to month and year over year basis for our clients.

Who should read this?

Anyone who owns, operates or is marketing for a business that serves customers at a location or within a local area. If you have 1 or 1,000 locations, this work will help you rank higher in the search engine in key areas known to drive more traffic to websites and convert well once on the website itself!

Note, this is a guide to help you rank higher and be more visible in the digital world. This isn’t all that needs to happen to in order to convert more business once they make it onto your website. That’ll come with continual testing, great offers, and a genuine customer focused business in demand. Let’s get started!

On-Site Factors

On your website, you’ll want to capitalize on the items below. Make sure you have each of these polished and continue to improve upon them as you grow. These items signal to Google where you’re located and help it show you when people are searching generic terms within your area. For instance, a user searches “plumbing service” vs “plumbing service in New York”. You’d expect that companies from anywhere would show up, right? Wrong, Google is smart enough to know that you’re in need of a plumber near you, and they can guess where you are based on many factors, including your IP Address. Google then shows you plumbers in your area that are advertising, in a local map pack, and organically rankings. We want to make sure your signals on the website are shining brightly to ensure you’re one of those coming up at the right time.

Quicklist of On-Site Factors


Location Pages

Plain and simple, a location page should contain the details of your business. Name, Address, Phone Number, Email, and Area Serviced are great data points to ensure are located on the page. You’ll want to make sure this page is setup the way you want your Company’s name, address and phone number to show up on the web. It’s VERY IMPORTANT that you use the same format for your information (NAP or Name, Address, Phone Number) to allow Google to link up profiles.


Micro-Location Pages

Similar to the location pages, micro-location pages help the search engine understand where you work. They also have a direct impact on ranking in specific areas within your service area. For instance, your city may have several towns within it that your users are adding to a search when looking for your services. This could result in a search like “HVAC Repair in Aquia Harbor” instead of “HVAC Repair in Stafford”. Aquia Harbor is a large neighborhood within Stafford. We’d recommend building out pages for all the areas within your service area.

Making these pages unique is where the challenge comes in. We recommend you keep the user in mind on these pages and not just copy and paste some canned text from one page to the next. Talk about the area, give some insightful information while making sure the user knows that you’re able to service them should they need it.


Schema Markup

This is the magic that happens behind the scenes. Schema is a markup language that helps the crawlers at Google understand and file your data away more efficiently.

It’s recommended that you use Google Tag Manager for this step, so if you’re unfamiliar with this tool, keep an eye out for a blog coming about Google Tag Manager and why you need it.

We use a stellar tool from Technical SEO called the Schema Markup Generator. This tool greatly simplifies the process of coding schema. To develop your Local Schema, select Local Business from the drop down and begin filling out all the fields that appear. Look for an @type that matches closely to your business, then select a sub-type from the menu next to it.

Fill out all the details and you’re ready to click the G-Validate button in blue. This will validate your code. If it comes back with no warnings or errors, then you’ll want to copy & paste this code into a tag in Google Tag Manager.

The next step is key, this code cannot be run on a page that doesn’t also contain the local business information that you’re displaying in the markup. It’s recommended this only displays on the contact page, so setup your schema accordingly. Alternatively, you could run it on every page in your site if you’re able to insert the content into an area of your site that is everywhere, such as, your footer or header.


Portfolio Updates

Keeping your portfolio up to date does a multitude of jobs for Local SEO. It keeps your website fresh, which is a signal to the search engine that you’re still in business and looking for more, it shows the customer what kind of work you’re good at, and it can be used to bring keywords onto your website that are more niche or long tail in nature.

Keeping your website fresh is a tough business as time goes on. Writing a new blog on a new topic when you’ve done that for years can be difficult. This is where the portfolio can really shine. You’re always doing new work, so taking pictures, videos or even virtual tours of your work and then writing about what you did for that particular customer is a great way to keep the new and fresh content coming on to the website.

Use the portfolio as a showcase for your prospective customers! They’ll see that you’re really good at that specific thing that they’re looking for and want to hire you right away. Add content that explains what the customer’s issue was and how you solved it. Finally, be sure to include calls to action on these pages that are relevant to the service rendered. You’ll be sure to capture business with a stellar portfolio.

Use keywords for the portfolio that are very specific or “niche” about your services. For instance, if you do electrical work, your website says that 100+ times throughout it and your brand screams that you’re an electrician. On the project, you installed recessed lighting outside in a porch, that’s very awesome and most likely others are out there searching for that exact service as well, but not by “electrician in [city, state]”. They may hit the search engine and Google “Recessed Light Installer” and boom, you’re the guy for the job because your portfolio has those keywords and an example of the work.


Trust Signals

You’ve seen these along your journey of buying online or looking for a technician to come out and help you. You want to feel like before you make the phone call, you can trust these people will do good work or are selling a reputable product.

Trust signals come in various forms:

  • Reviews from customers
  • Case studies of how your product or service helped solve a problem
  • Badges or Certifications from governing bodies
  • BBB Rating
  • and so on…

These little clues that you’re a good business to work with start to help a potential customer know that they’re in the right place. They also let the search engine know you mean business. It’s important to not only do good work, but to get proof of that good work visible to everyone who needs to know.

Off-Site Factors

These items, when done right & the ethical way, pave the way for success for years to come. Done wrong can land you in an area of Google that the black hat SEO’s get their customers time and time again, banned. You’ll want to refer to Google Webmaster Tools Guidelines for the latest in white hat strategy, below is the quick summary of what you should be doing in order to grow your local business off-site.


Local Listing Citations

Here is the fun part… There are hundreds of websites out there ready to accept your business into their directory and be a “vote” that your business is who you say it is and located where you say it is. The big ones are Google My Business, Bing Local, Yelp, and so on. They’re free to setup and generate traffic when managed appropriately. To rank in the local market, volume is the key. For once in the game, it’s quantity over quality here, as each of the places you can get listed are pretty equal in value.

We generally get several hundred citations setup in the first year, which attributes to higher rankings in the local map pack.

Identify these places by looking for a business, such as a plumber, and start looking at all the directory type listings that list them as a business and see if you can get yourself entered in there.

Look for local specific directories, these will have the highest relevancy to your business. If you can find a directory that is geared towards your town/state, that’d be the best case scenario.


Review Building

When you’re looking online to figure out who/what to buy, one of the biggest items, when it comes down to decision making, is how well it’s reviewed. If you’re Googling your business right now and going, “oh my, I have 0 reviews!” or “Yikes! I have a 1-star rating!”, don’t worry. It’s most likely because you haven’t begun the work needed in this area.

Gaining reviews and/or fixing bad scores don’t need to be difficult and you can help get more customers to the website and convert more of them by doing these simple tasks.

  • Solicit reviews at the end of your service with a customer.
    Share with them how they can go to Google and leave a review for your business. Usually, if you just delivered a stellar experience, they’ll be happy to do so!
  • Follow up with an email and a link to your business where they can review
    We have a nifty tool that can help make this easy – Google Review Link Generator
  • Incentive helps!
    Give an offer to leave a review, but do it right! Leaving a review should be natural, but if you do make an offer to a customer to leave you a review, just make sure if they give you a 1 you’re willing to offer the same deal. Also, don’t make the offer “leave us 5 stars and we’ll give you something”
  • Do it right
    Slow and steady growth in reviews is a sure fire way to grow your business online. Don’t go pay services that leave phony reviews and hope to make a difference. Google is trained to spot fakes and it’ll only result in penalties or banishment if abused.

Make sure you keep your eye on a goal. Get your team involved and incentivize them to solicit more reviews. Tactics like $100 gift card to whoever can secure the most reviews in a month from close sales, will go a long way with your team and help you grow the business at the same time.


Link Building

This is quite possibly the most difficult, however, the most impactful tactic in Local SEO. The issue that is run into time and time again is lazy SEO’s or busy business owners begin to purchase links without regard to quality or relevance. This is a black-hat tactic that can result in banishment from Google. I repeat, DO NOT PURCHASE LINKS. 

Ok, now that we have that out of the way, how do you gain links? Simple, outreach!

Yes, outreach. I mean getting on the phone, reaching out on social media, emailing people and working within the community. Reaching out is the most effective way of gaining valuable links. A phone call to the right blogger about your service can result in a highly relevant link which will bring up the ranking of your entire website.

Forms of non-paid links include:

  • Directory listings from aggregate websites (Yelp, BBB, Foursquare)
  • Directory listing from local companies (Chamber of Commerce, Bloggers, event companies)
  • Forum Links (Yes, going out and answering questions can result in links to your website)
  • Blogger Mentions (Give advice to a blogger on your topic that they can quote you on, it’s a surefire way to make an impact)
  • Social Mentions (Help someone out and get help is at the heart of Social Media.)

Another form of links are the paid links. Wait, didn’t I just say don’t buy links? Yes, but this isn’t the same. For instance, when you purchase an advertisement from a highly relevant source, this isn’t considered the same way as when you buy 100s to 1000s of links from a reseller and are listed on websites that make no sense.

An example, a client of ours purchased advertising from Cleaner Magazine for their Pressure Washer business. It makes sense to the business as this is where their target market is located. So why not? They get traffic from the advertisement itself and Google shows all the links they’re getting from Cleaner as a positive impact. Win-Win!

Cultivate Local Content for Blogs and Other Posts 

There are many ways to increase brand awareness in your community when it comes to a small business. One method involves cultivating local content, or content themed around your community for blogs, website updates, newsletters, and more.

There are a few benefits to including local content in your site, including:

Encouraging Customer Engagement

Customers love seeing content that speaks to them directly. For example, if you’re a florist, looking to increase website traffic. Rather than posting a blog on the top 5 tips for rose enthusiasts, post a blog about the local flower show and how rose lovers in the community can keep their blooms looking their best for the show. This encourages sharing, comments, and even searches for your individual posts.

Remember, the more engagement your customers have with your website and blog, the more visible you become to Google and other search engines. Engagement is a huge deciding factor in search rank.

Using local topics for content isn’t difficult. You can tie in local news, events, and community locations with the standard content you’d normally post. This makes your post more relatable.

Promoting the Humanity of Your Brand 

Businesses are often seen as separate entities from the consumer population. Showing customers that your brand is just as human as they are increases empathy, promotes brand loyalty, and encourages shoppers to share their experiences about your brand with others.

You humanize your brand when you include information about your community and location because it reminds shoppers that you’re just down the road. There’s been a huge movement in supporting local and supporting small businesses over the last decade. This is a huge advantage and one which can work in your favor for sales and traffic if you plan your content accordingly.

It isn’t only your customers who will notice the relevance of your posts, but search bots as well. Google has often voiced its opinion on the quality and relevance of content being posted. Search engines are no longer ranking businesses based on word count, but on how relatable your content is to your consumers. Localizing content makes the information you share relevant to those in the area.

Increasing Search Visibility During Local Search 

Finally, when your customers are searching for a business within your industry online and they type in, “Florist in Palo Alto”, how likely is it that your brand will appear if all your content includes something regarding Palo Alto? Far more likely.

Creating local content increases the number of times your location and industry are mentioned. This is almost like creating a keyword specific to your community and brand. The key here is to use your location in moderation. This is where it’s important to use real places, events, and community activities to base your content around.

Partner with Local Businesses for Backlinks or Sponsorships

Backlinks play a big role in the search engine optimization success of a local business. Google can see how popular your site is based on traffic between these links. This means the more your links are out there on the internet, the more likely it is that consumers are using them.

You can build up naturally occurring backlinks by partnering with other local businesses. Offer to mention and link the local grocer, dog groomer, or bakery in your content if they’ll do the same for you. The key here is to partner with local businesses that aren’t direct competitors. It wouldn’t help your ice cream shop, for example, if you link your customers to another ice cream parlor down the street.

You may also find local partners who will run ads for your business on their sites in return for the same. Small businesses that support other small businesses will find a huge benefit to sharing customers and SEO.

Create Mobile-Friendly Pages

No matter where you live, the number of internet users now viewing sites from a mobile device has increased exponentially. Statistics show that many shoppers search on the go, using laptops, tablets, and mobile phones to perform many of their searches. Local businesses that promote mobile viewing are more likely to see success compared to competitors who don’t comply with these updates.

Mobile-friendly websites use photos that are square or presented in portrait mode over landscape mode. Similarly, videos are sized down to fit smaller screens, reduce lag during streaming, and maintain the integrity of the video within limited space.

You can also use responsive design, so the site customizes itself to fit the screen it’s being viewed on. While Google has separate SEO algorithms for mobile sites than it does standard sites, you’ll find that your traffic will increase if your site is visible in all formats.

Now go get started

Doing local SEO is a never ending journey. None of the tasks above are set it and forget it and/or overnight successes for any company. To get to the top and grow your business it’ll take doing them well and consistently well to catch up and beat any competition on the marketing front for Google Organic.

So strap on your shoes and get ready to grow your business in local search.


Did you know: We’re recognized as a top Search Engine Optimization Company on DesignRush

Enterprise SEO: Everything You Should Know

At W3 Affinity, we have helped over 300 clients from start-ups to international businesses achieve their business growth goals despite the challenge of a conservative budget. Driven by our client’s success, we know the services to recommend to help you succeed. If your business isn’t leveraging enterprise SEO to gain new clients, you’re missing out on the 80 percent of users who trust search engines to find their next purchases.

It doesn’t matter if you are B2B or B2C. SEO plays a critical role in growing your business. It’s not just new, small companies that need SEO to help drive business. Even established businesses with strong customer bases need an online presence to remain relevant. Enterprise SEO makes the most of your marketing budget no matter how small, allowing you to drive growth.

Understanding SEO 

Search engine optimization, or SEO simply put improves your online visibility for organic search results. You don’t pay for ads, and instead, use a number of SEO strategies to help search engines find you. The more effective your SEO efforts, the higher you will rank with Google, Bing, or Yahoo. Using the most common terms your prospects enter when beginning their searches, your choice of “keywords” helps you appear in relevant search results. 

You know the terms your target audience uses. That part is relatively easy. However, your competitors also know those terms and will be using them as well. You need to push your way through their SEO efforts and better them if you want to reach that top-ranking because that top ranking is where people are going to click.

That second slot is not good enough. Your audience is looking for the number one choice because top rankings are perceived as the most valid and the most trusted. Although some people will click below the top ranking when they don’t find what they need with that top click, chances are they won’t have to because search engines try very hard to answer queries perfectly in that top position.

At W3 Affinity, we understand the importance of using the most prominent keywords despite the competition they present. We know how to use those keywords for effective SEO that is highly focused. We introduce enterprise SEO.

What is Enterprise SEO?

Enterprise SEO is the next level of SEO. You raise your strategy beyond the standard SEO approach, so you always outrank the competition. While the two approaches have the same goal to hit the top ranking, there is an important difference between them: A more effective keyword strategy.

While traditional SEO focuses on keywords with less than one million results, enterprise SEO zones in on those with over five million. Enterprise SEO is only interested in the most relevant keywords to your business to optimize value. While most businesses understand the most relevant keywords to their business, they rarely if ever have success in reaching top rankings when using what should be the lowest lying fruit keywords. Instead, these are the keywords that pose the most challenges not to mention frustration for businesses.

The Benefits of Enterprise SEO

So why should you invest in an enterprise SEO strategy? There are plenty of reasons including:

  • Buying Funnel Domination: With better higher quality keywords, you find higher quality leads looking for products to meet their needs at a more desirable position in the buyer funnel.
  • Measurable Results: If you struggle to justify your SEO investment, Enterprise SEO makes it easier to track and prove your success with ROI data.
  • Better Qualified Leads: Enterprise SEO allows you to hit your target audience when they are primed to buy using buyer intent-driven keywords.
  • More Conversions: Because leads are better qualified, you can see more conversions.
  • Basically, we use enterprise SEO so searchers can find you when they need you.

Targeted Digital Marketing 

SEO is a highly targeted form of digital marketing. The difference between SEO and other forms of marketing is that with everything other than SEO you are constantly competing with other distractions. SEO only reaches people looking for your products and services. Even digital ads are not able to reach your audience as effectively as SEO because people hate ads and tend to ignore or block them.

So, that SEO strategy is the best way to meet people where they live. We use the same terms they wish to engage with you to draw them in.

Signs You Need Enterprise SEO

You know you need enterprise SEO if:  

  • You want to leverage SEO in the long-term to increase your organic website traffic with your ideal audience
  • Your pay-per-click (PPC) advertising is needed to get you to rank for highly competitive keywords
  • You want to optimize your marketing budget by getting more organic search results
  • You’re successful in top rankings, but want new ranking opportunities with more competitive keywords to attract higher quality leads to improve sales
  • You want to guarantee a high ranking for the most competitive keywords with over five million results
  • You are failing to reach the first page despite your best efforts to optimize for highly competitive terms

What You’ll Gain from Enterprise SEO Services

When you engage W3 Affinity for enterprise SEO services, you will have access to a third-party audit, opinion, and strategy expert able to execute an exceptionally specialized plan for your specific needs and industry. Your team and marketing experts will gain a mentor ready to provide leadership and guidance, so they are better able to succeed in the SEO space.

If you are earning over $10 million annually, you can use the services to enhance your current online efforts. You can also scale up your organic reach if you are already reaching 200,000 plus visitors.

Enterprise SEO Services

Your enterprise-level SEO is an upgrade, which means you’ll be privy to some highly effective services including: 

SEO Audit

Audits allow you to improve your SEO strategy by identifying successes and mapping out where you can expand and improve. This keeps you on the leading edge of your industry for SEO ranking and gets you more bang for your buck when it comes to executing your SEO strategy.

Conversion Analysis

Studying ways to improve your ultimate action such as signing up for a newsletter, requesting a demo, or adding something to a shopping cart provides the updates you need to convert visitors. You’ll reduce abandoned carts and bounces.

SEO Reporting

SEO reporting is a must if you want to track the effectiveness of your SEO strategy. You’ll have access to the most important insights to help you achieve improved performance and progressively see results.

SEO Copywriting

SEO doesn’t work if you don’t have high-quality content. Copywriting is at the heart of any worthy SEO strategy. SEO must appear seamless and natural while copy must be easy to read and answer the most important questions for your target audience. It’s not just for your blog, but every page of your website. The keywords need to be used to leverage any copy appearing on your site and should work harmoniously between service pages, landing pages, and blog content.

Social Media Strategy

Many companies miss the boat when it comes to a complete SEO strategy. It does not start and end with your website or blog. It must also include a social media strategy. Enterprise SEO encompasses all elements of your online presence. When incorporated into your social media, SEO makes a profound impact allowing you to reap even more benefits of your overall SEO strategy. Social media is a must to create an online presence that clearly defines your brand to create brand loyalty. Content marketing can be shared to improve ROI, and you can have a repurposing strategy that grows your online presence. You can gain more followers, attract a broader audience and even get free exposure as followers share your story with their friends and followers.

All Elements of SEO Strategy

Enterprise SEO services encompass all aspects of SEO tactics, not just content and keywords including:

  • Site Architecture Planning
  • Site Speed Analysis and Correction
  • Site Security Threat Reporting
  • Backlink Analysis & Strategy
  • Site Mark-up & Schema/Structured Data Development

Earned Media

Earned media is the content and digital assets that have contributed to your organically generated visitors. It helps improve your SEO strategy while helping you convert users from the top to the bottom of the funnel. The right content reaches people at the most appropriate stage but through additional means that don’t include your own efforts. Sounds complicated, so here are a few examples:

  • Your content shared on social media or a third-party user
  • A feature in a “roundup” article
  • Online write-ups about your products and services, or even something about your business such as your unique culture or green philosophy
  • A link or shout out to your website
  • An unsolicited service or product review
  • We consider not only earned media but also all forms of media including:
  • Owned media: The content you own and control such as your blog, social media and website.
  • Paid media: The paid content you use through ads such as PPC and sponsored content.

All of our enterprise SEO services work together to have a notable impact on your current SEO results. We make sure you spend your digital marketing budget wisely, so you improve your ROI with enterprise-level SEO efforts.

Enterprise SEO vs. Traditional SEO Cost

You will see a difference between traditional and enterprise SEO pricing because enterprise SEO is far more specialized. While your traditional SEO goes for the long-tail keywords, enterprise aims at the most commonly used short-tail keywords which are far more competitive, but also far more effective at search generation. 

Enterprise SEO is next-level SEO targeted at companies who have seen SEO success but need to expand their reach in a highly competitive market. It’s your SEO upgrade. Meanwhile, small to midsize businesses with a niche target market will do fine sticking with traditional SEO to get your SEO started.

Because short-tail keyword searches are in the millions, they require a very advanced SEO strategy with advanced experts at the helm like W3 Affinity. You will see average results from $10,000 to $22,000+ per month with enterprise SEO compared to $50 to $2000 per month for traditional. So, based on these numbers your average investment will be in the $11,500 to $21,500 per month range.

We start at $8,900 per month and go up based on the role we play and the size of your organization. Based on the industry averages, this is an exceptionally affordable cost. You get a lot more for your investment than you would with many other enterprise SEO packages, which makes us an excellent choice.

What Impacts Enterprise SEO Costs?

Keep in mind there are tons of factors that will affect SEO pricing. Your best bet is to speak to our team to understand which factors affect your particular needs so you can get a better idea of what your costs might look like.

However, to get a general idea of the factors that will impact the cost, take a look at this list:

  • Experience: We have the experience needed to execute the position of your Enterprise SEO. We use a clear approach to SEO strategy and execution to grow your business while delegating tasks outward and inward to the appropriate team, contractor, or internal staff member. Our proven track record has provided the basis for our specialized approach to grow your business through streamlined SEO practices, execution of tasks in the most affordable and practical manner, and attention to detail in the execution of SEO strategies.
  • Your Budget: As noted above, enterprise SEO starts at $8,900 per month. If this is not in the books, then enterprise SEO is not on the horizon for you. However, this doesn’t mean you can’t invest in a traditional SEO strategy to look for opportunities to make meaningful improvements. It’s always worth speaking to our team to find out how we can help based on the services we offer and your marketing budget.
  • Agency Offering: The approach used by the agency will impact the cost, especially those who use some form of proprietary marketing software. When software is introduced, agencies feel they offer you a competitive edge and therefore can charge more. Understand exactly what an agency brings to the table so you can better determine the benefits of going with them. What advantages do they offer others don’t? For us, it’s all about a track record of success with our clients big and small.
  • Your Strategy: If you are looking at a complicated strategy, it will cost more to execute. We discuss your needs to not only meet them but to also identify opportunities to simplify your strategy to make it more effective. Based on those deliverables we can come up with pricing that will get you the best results. We believe in less labor-intensive strategies that bring our strongest players into the mix so that everything is executed as efficiently as possible. This gives you more hands-on service that will apply more SEO and less administration.
  • Agency Size: You want to work with an agency that offers a team of experts each with their own purpose. Regardless of agency size, you want to ensure you have thought leaders who are not only completely versed in current strategies but also always looking forward. This way you are paying for strategies that will hold up to the challenges presented by a constantly changing landscape. You want expertise in hand with performance-driven personalization suited to your needs. W3 Affinity was founded on a basic principle to be affordable. We know that SEO and Digital Marketing agencies can cost an arm and a leg, which doesn’t suit many budgets. Instead, our agency size allows you to avoid seeing your marketing become your most expensive monthly bill.

The bottom line is you want to get your money’s worth. Meeting with our team is the best way to test us out for fit while seeing what we have to offer.

Leveraging Other Digital Marketing Services

Don’t get us wrong. We aren’t saying you should abandon other paid marketing efforts. For example, PPC and SEO work hand in hand as PPC is an excellent foot up to improve SEO quickly. You can use PPC to help dominate organic results while helping to guarantee your appearance on paid search rankings. You’ll get more bang for your buck by using both tactics.

In fact, PPC is your best strategy if you have to establish yourself online. You’ll be right there in the search results, so people become familiar with you. You can get traffic to your site now, while your SEO strategy for organic results has time to percolate and gain some traction.

Choose a Digital Marketing Agency

Chances are if you are in the market for enterprise SEO services, you could benefit from other related digital marketing services. When you are working with teams in different agencies, or a mix between your internal team and one or more agencies, it can become very inefficient from a budget standpoint. Your goal is to get the best possible digital marketing strategy that will see outstanding, tangible results without breaking the bank. In this case, having a one-stop digital marketing shop can very much work in your favor.

At W3 Affinity, we can attack your online strategy as a whole allowing you to see a more effective, cohesive marketing plan. Together we can decide what areas we can assist you with including:


Our proven SEO process includes:

  • Assessment – We will assess a range of factors including your current website, industry, competition and keywords to create a path for success.
  • Strategic Planning – We will craft a meticulous strategy that includes a range of digital services suited to your unique situation.
  • Execution – We will put the plan in motion and take massive action to take your business to a new level.
  • Measurement – We will continually test and measure the results of our marketing efforts and make adjustments as needed.


PPC can be placed on a variety of platforms to engage your target audience and help drive engagement and conversions. It is budget-friendly and can tie in nicely with both your social media and SEO strategy.

Content Strategy

Your SEO is only as strong as your content. We can assist by producing useful and relevant content for your prospects. A comprehensive content strategy will provide answers for prospects and become the guiding force for your SEO.

Content Distribution

Content distribution is spread out through various online formats or channels most relevant to your target audience. We help you with your ‘Earned’, ‘Owned’ and ‘Paid’ channel distribution to maximize engagement and ROI.

Social Media Strategy

Social media is a goldmine for prospects when you use the best practices to see the best outcomes. We will assist you in:

  • Determining which platforms are right for your business
  • Setting up your accounts
  • Analyzing the competition
  • Creating a posting schedule that makes sense
  • Building your online presence and promote your channels

We can also assist with email marketing campaigns, Marketing Automation and CRM Management.

So, there you have it. Enterprise SEO plays an important role in getting your business to the next level of growth. It isn’t for every company, and really not required for niche markets. We have better strategies for you in that case. However, if you are seeing good growth, but not reaching the rankings you’d like for those stubborn mega million search results keywords, we are the team to get you there.

Let’s discuss your goals and find the best solutions to introduce an enterprise SEO strategy into your digital marketing mix. We will get you started on finding success on this highly traveled, competitive path with less frustration, less time wasted and results that are far more pleasing. Now is the time to leverage enterprise SEO and benefit from the most sought-after keywords in your industry.


How is the cost of SEO determined?

Search engine optimization is no longer an optional service that some businesses choose to ignore. If you work online through a website, blog, social media, or another internet platform, you need SEO.

SEO, or search engine optimization, is the improvement of your business’ visibility through search engines. Google, the king of the search engines, controls this visibility with a series of algorithms that rank your website among competitors. The factors that go into these algorithms aren’t 100% apparent and are constantly changing. This makes it difficult to predict what will put you at the top of your industry. This is where hiring an SEO consultant becomes imperative.

Search engine optimization firms specialize in knowing what search engines are looking for and how to help their clients rank highly. Of course, hiring a specialist costs money. So, how do you know if what you’re being charged for an SEO retainer is worth the spend? Here are a few factors to consider.

Competition in Your Industry

How much competition you have within your chosen industry will help outline the cost of SEO for your business. Companies with minimal competition may not have a difficult time building a web presence. Questions to ask yourself include:

  • How many other businesses in my area do what I do?
  • What makes my business unique?
  • Would my business be considered a niche market?
  • Has it been difficult breaking into my industry?

For businesses in large industries like weddings and fashion, there are such a high number of competitors online, building your SEO may cost more. For smaller unique markets where fewer results appear during an online search, your SEO costs will be less.

It’s important to recognize that while SEO costs are more for popular business models, these are also the businesses, which need the most help.

Local vs. National Traffic 

Where you live also impacts the cost of SEO. If you have one business location selling in your area, your business needs local SEO help. This requires less work for your SEO management specialist and might be cheaper than national businesses, which have more than one location.

The larger the region your business resides in, the more potential there is for local competition. We discovered above that the greater the competition, the higher the price point climbs. Therefore, the larger your local, the more potential for a cost increase.

National vs. International Traffic

The cost of SEO for your business is dictated by a variety of location factors, including whether your business is national vs. international. Why does it matter, you might ask? Aside from the increase in potential competitors, a national vs. international setup could require language and currency conversions. Entering a new market where your product isn’t well known also requires your SEO team to build brand awareness and create an online presence in a new country.

Online Sales and eCommerce

Some businesses forego a brick and mortar location altogether. These online services are part of the ecommerce movement. If you sell products or services in exchange for a credit card payment or alternative payment like PayPal, your business will need ecommerce SEO management.

Services Required

Search engine optimization encompasses a wide assortment of services. Everything from the length of your blog posts to mobile-friendly videos can influence your rank online. If your business already has an established online marketing system, you may need fewer services than those companies, which are just starting out.

Web presence is determined by everything your company does online. Your website, blog, and even comments customers make on websites like Yelp, all affect search rank. Your SEO company can help improve customer engagement, create custom content for your blog, design an aesthetically beautiful landing page, design an effective e-mail marketing platform, and help you use keywords to improve your relationship with Google.

Calculating the Cost of SEO

All the information you’ve gathered above goes into determining the overall value of your business in terms of SEO support. Knowing the answers to these questions will help you calculate how much you should spend as a company to rank through Google.

At W3 Affinity, we recommend speaking to an SEO specialist for a list of services and a quote. Before this, however, you can do some solo calculations using an online SEO calculator, like this one.

Hopefully, this article has been useful to you in determining your SEO needs and potential outcomes. For more information call us at W3 Affinity, we’ve always happy to speak to new and current clients who have questions regarding SEO. 

5 Reasons You Need a Constant Flow of Content

The content you post online tells a story about your brand. By leaving this digital footprint in the online marketplace, you build a web presence. Your company’s web presence is compiled of every piece of content related to it, including your blog, social media posts, videos, and even links or mentions by other websites.

All content improves your company’s visibility, but without consistency, it’s virtually ineffective. Much like a one-hit wonder, your website won’t make a lasting impression if you don’t continue to supply content to keep your audience interested. The age-old adage, “out of sight, out of mind,” has never been so true. If consumers don’t see you online, then you run the risk of falling behind the competition.

So why is consistency in digital marketing so important? Here are five reasons to keep your content flowing.

  1. Boosts SEO

Search engine optimization improves your result rank from Google and other engines. Although content isn’t the only indicator, it plays a big part. Consistent updates are important for SEO because it keeps content fresh and relevant, which Google has mentioned in its own blog. Nobody wants day-old bread, and nobody wants month-old news either.

Another reason up-to-date content benefits SEO is by ensuring Google knows your brand is still in business. Crawler bots investigating a site that hasn’t been updated in a while could report inactivity. If your site isn’t active, it loses out on a higher rank.

  1. Improves Brand Awareness

No matter which industry your company belongs to, it’s bound to have competition. To overcome competitors, you need consumers to recognize your brand. Brand awareness is built through a variety of methods, including content production.

Most of the information read about a product is written by the company that produced it, and 25% of internet users follow brands on social media when considering a purchase. That means your content could be the deciding factor in whether or not someone commits to a purchase. The more content available, the better consumers get to know and trust your company.

  1. Proves Your Brand is an Authority in the Industry

There’s a reason people say, “go to the source”; it’s because the source always knows the most on a subject. Therefore, if a competitor appears to know more about your industry, you risk losing the sale. For example, a law firm specializing in realty closing might not be trusted with an empty blog page. Instead, homeowners may seek the expertise of a firm whose blog is filled with helpful closing information.

Customers want to know they’re getting the best experience for their money. To be the best, you should show that you know the most. Your customers can’t tell what you know unless you share it with them.

  1. Builds Customer Trust and Brand Loyalty

Customer loyalty is what turns first-time buyers into return buyers. While much of this relates to the quality of service, it’s also defined by how much you share with your customers. Of site visitors, 82% report feeling happier about a brand after reading their custom content. Knowing your audience and posting information that they want or need makes them feel important.

Sharing information about promotions and upcoming news keeps a brand fresh in the minds of readers. The more people see your emails, social media updates, and blog posts, the quicker you become a regular part of their week. Regular posts make you appear reliable, which builds brand trust.

  1. Increases Chances for Customer Engagement

Finally, consistently posting information improves chances for customer interaction. According to recent research, 72% of advertisers rely on content for engagement. That is beneficial for all of the points mentioned above. For example, consumer comments do the following:

  • Boost SEO by increasing hits on your content
  • Promote brand awareness by bumping your posts in relevance on respective platforms
  • Offer plenty of opportunities to prove authority in your niche
  • Build customer trust by interacting with them one on one

The more content you publish, the more opportunity there is for readers to react, share, and comment. That provides an opening for you to respond in kind, which perpetuates further interaction.

Staying Consistent is Key

Ultimately, posting consistently improves SEO, visibility, authority, loyalty, and engagement, which in turn increases revenue. In fact, Forbes reports that brands that represent themselves equally and constantly across the internet increase revenue by 23%.

Contact W3 Affinity to learn more about the benefits of digital marketing. We’re happy to provide a free consultation to all new clients. So, start growing your brand’s web presence and watch it flourish online.

Tips to Build Links

Still a major practice today is the act of Link Building. We have this on our strategy quarter after quarter and have so for over 16 years. Why? Because it is simply one of the most impactful ways to increase rankings across the board.

While it’s extremely impactful, it’s equally difficult to get links that match to workload. We put together a few tips to help you start your journey. This is a peek behind the scenes at how we do outreach for links. Not all links are created equal, and for the best ones for our clients, we reach deep.

Find Your Industry Leaders

This one is simple. Start doing Google Searches on topics that you cover with your products & services. For instance, if you own a Barbershop, then fashion magazines, bloggers, and forums are a great place to start. You want to find people who have a lot of followers in social, comments on blogs and articles going out regularly.

For many, a handful to several hundred bloggers are out there talking about your industry. Create a spreadsheet that has their URL, point of contact name, email address, and a few columns for when you are doing outreach, whether you were successful in connecting or not and what the outcome was.

Prepare Something Worth Sharing

Yes, it’ll be harder than just sending an email asking for a link. You’ll need to provide value to the industry expert. The bigger and more competitive the industry, the more unique and impressive your offer will need to be.

Whether it’s a free eBook download for their users on how to do x, a style guide for 2019, a budget calculator tool, or a graphic that will help their users, it needs to be unique, and valuable enough they’ll want to put their stamp of approval on it.

Make the Outreach Personal

Don’t start outreach with an email blast to everyone in your spreadsheet. This will hit spam, get deleted, or just plain be ignored. They get 1000s of these a week if they’re industry leaders. So you’ve got to stand out.

We typically start by sending an invite on LinkedIn explaining we have common ground in the industry and would love to connect. We follow this up by scheduling a 10 minute call with the to explain what we’d like to do, if they’re happy with what they hear, we typically keep talking or schedule a time to speak more on our subject.

Notice I didn’t say email them and personalize the email? It just doesn’t work anymore. Too noisy. We use this method if we cannot get them on LinkedIn, but it’s typically not answered and our spreadsheet for those contacts don’t move very quickly.

Get Started with Link Building

This is a very difficult process but there is no better time than now to get started. We have seen companies grow exponentially year over year and the primary source is content that is spread through the web by these industry experts.

W3 Affinity Achieves Excellence in eCommerce SEO Services!

W3 Affinity is proud to announce that we have been featured on as a SEO E-commerce leader. Clutch is a Washington D.C. based research and reviews firm that covers thousands of B2B firms in over 500 different industries. Clutch gives buyers the ability to compare similar service companies and identify the ideal partner that will best fulfill their goal within their budget.

Our team is composed of eager and creative people who have deep industry expertise and a customer first mindset. We offer a variety of different services – everything from web design to branding and of course, SEO services. Your site could have an eye-catching design and a cutting-edge logo, but without search engine optimization, your customer will never see it.

That said, you’d think finding an SEO provider that is reliable and trustworthy would be easier. However, too often than not, small businesses who are hands off and lack deep technical knowledge suffer the consequences of black hat SEO tactics. In fact, a Clutch survey found that 1 in 5 clients had a negative experience before they found the right SEO service provider. Given the nature of E-commerce, these clients, in particular, need a partner that is technically savvy, detail oriented, and truly dedicated to the success of their business. As a top SEO service for the e-commerce industry, W3 Affinity is always seeking ways to meet and exceed this standard.

In the relevant press release, a business analyst at Clutch noted the unique qualities of the companies featured:

“In an increasingly digital world, SEO and PPC are critical tools to elevate your brand’s online visibility and reach a wider target audience than traditional advertising permits,” said Sara Philibotte, business analyst at Clutch. “We compiled a carefully vetted list of top SEO and PPC agencies informed by market research and in-depth client reviews. If you’re searching for a partner to help you drive sales, we recommend selecting from these teams with demonstrated success and verified expertise.”

We’d like to give a big thanks to all our customers who have given us such positive reviews on and helped us receive top accolades in the ecommerce space both on Clutch, and their sister website, The Manifest. For business inquiries or questions, please contact us here.

The Second Step for SEO: On-Page Optimization, Part 1

You’ve done as much research as you possibly can and now it’s time to do something with all the data you’ve collected. If you haven’t done the research, check out the first blog in this series: The First Step for SEO: Research. Let’s dig into the on-page factors we’ll work with based off your research, and other key components of your website that will needs adjusting and fixing up to get your on-page optimization helping your search engine ranking:

  • Meta Titles & Descriptions
  • Header Tags H1-H3
  • Images, and how to use Alt Tags in the code
  • Content on each page and it’s length, aka text to HTML Ratio
  • Keyword Consistency
  • Linking internally
  • Sitemap.xml
  • Robots.txt
  • Mobile Friendliness
  • Page Speed
  • Security

Whew, that list was exhausting! Wait until you read how to handle it all now! In this part one of a 3 part series, I’ll cover Meta Titles, Meta Descriptions, Header Tags, Images and Content. Let’s get started:

Meta Titles & Descriptions

Alright, we’ve been hearing about these guys since the dawn of search engine optimization, and everyone has had their opinion on them. So it’s my turn now! Titles and Descriptions are very important. Without the Title Tag you’ll have a hard time explaining to the viewer or search engine what your page is about, and without the description, you won’t be able to give them a reason to visit you over one of the hundred thousand other sites offering your service online. Titles are a vital portion of the ranking algorithm, lets dig into them first.

Meta Titles – Your First Impression

There are a few rules you should adhere to when it comes to writing your meta titles:

  • Titles should be roughly 50-60 characters in length. Anything above this range will get truncated in the results.
  • Titles should not only have keywords in them, they should grab attention.
  • Everyone has varying opinion on this one. I believe short and concise titles garner the best result between attention grabbing & keyword value.
  • Every title in your site should be unique and have a targeted keyword in mind.
  • Branding, if your company is about branding, then tag your brand name to the end of the result. My preferred method is as so: “SEO & Web Design | W3 Affinity” the “|” pipe character is just above the enter key on your keyboard and stands out well in results pages.

The key to titles tags in my opinion is that you experiment a little. Making sure to reindex your site within Webmaster Tools each time you make a change and see if your click through rates from the search engine increase on that pages as a result.

Meta Descriptions – Reel Them In

Descriptions are where it gets interesting. Here are the basic guidelines when it come to meta descriptions:

  • Currently labeled as “Not a ranking factor for Search Engine Results”.
  • Like meta titles, they’ll get truncated if over a certain character count. Stick to around 145-155 to be safe!
  • They show up under your title in the search engine result page, and are used to determine the value of a page from the customer point of view. Make it compelling!
  • Don’t use quotes, it’s been proven that a quote in the meta tag will cut off the rest of your text.
  • Make sure that each meta description is unique to your site and within your site, do not duplicate.

Meta descriptions should be compelling copy on how or why to visit your site, even consider using call to actions like: “Visit us to learn more about ____ and we’ll offer a free consultation on your ____” Using an opportunity to pop a few keywords in there for a little extra bold text in the search engine result page.

Heading Tags – Add Hierarchy

Heading tags, also known as <h1>, <h2>, <h3> and so on, are a way to apply priority, status, visual change and most importantly hierarchy to your website content. Just in viewing this blog, you’ll see I’m using various forms of the heading tags to note my sections and subsections. It helps the viewer understand what is going on throughout the content of a webpage. Here are a few ways that heading tags are used:

  • H1 Tags are used to resonate with the Meta Title. They are highly recommended for every page, to be unique and to continue the message of the title’s topic & keyword you’re targeting for that page. Oh, and you should stick to having only 1 of these per page.
  • H2 Tags are generally used to visually divide a section, they can be supportive to the keyword you’re trying to rank for and break up content in a way that makes sense. They are generally smaller than the H1 tag visually, but larger than our next fellow.
  • H3 Tags are great for sub sectioning content, I’ve done that in this blog to show Meta Titles & Meta Descriptions content without it all blending together. They are smaller than the previous two tags, but larger visually than the H4-H6 tags which are generally used for headings to footer section or sidebar sections.

Keyword consistency through the H1-H3 are great for building a topic out properly and creating Hierarchy within a page. Utilizing them in a way to pull your visitor through the content is an art form, so experiment, there is no RIGHT way to do it!

Images – More Than Just A Pretty Picture

Images are one of the most improperly used parts of a website. There is much more to an image than just putting it in the site. Images have their own code and ways to help your SEO too! Here are a few tips for images, and how they can benefit you:

  • Code your images in properly, here is an example: “<img src=”/img/on-page-seo.jpg” title=”on page seo” alt=”on page seo”>” You’ll see it is more than just popping an image into your website from the computer and moving it around to where you like it. I’ve shown you a few tricks here they are:
    • name the image for the page you’re working on
    • title tag it within the image source code
    • alt tag’s are used for browsers that don’t display images, leaving the alt tag contents on the page, they’re known to help in SEO as well
  • Compress your images before uploading, you should have the most optimized file size prior to using it on the website.
  • If it isn’t going into a gallery meant to zoom, or if you can make it link to a larger file elsewhere for your light box, then size your image for your content.

Images can sometimes be the part of a website that makes or breaks it’s quality. It is also one of the most neglected parts of SEO. Optimizing your images can have a huge impact on page load speed, content quality and more. So make sure everything is up to snuff with your images on your pages.

Content – Keep It Real

Content is the most crucial part of any SEO project. You can view a blog post I’ve done on designing your content for the user: Design For The User to learn more about this topic, for now I’ll hit the SEO points for you below:

  • Text to HTML Ratio: how much text you’ve placed on your site in comparison to the amount of code it took to get there is a factor in the quality of your page. Making sure to get above the 15% mark, but preferably above the 25% mark is crucial to making a difference. With so many pages out there today on the same topics, to stand out, you have to make sure your page beats their quality scores.
  • Making sure your content is UNIQUE is one of the best ways to get noticed. You can cover the same information that is out there, but keeping it from a  unique point of view or any other way of making it unique can help it stand out. Also, making sure you are not copy and pasting is essential for your quality score.
  • All of the tips above (meta titles/descriptions, image coding, heading tags) are crucial to making your content stand out and be valuable.
  • Write for the user, not the search engine. They’re smart enough to know if you’re stuffing the same keywords into a paragraph to rank for something.

Writing compelling copy is another art in this world. Getting someone to take the time to read all of your content, or just enough to buy, is a very difficult task these days. If it’s too much for you to even begin thinking about, consider hiring professional content writers and having a professional SEO come behind to make the magic happen.

Come Join Us for Part 2

In part 2 we’ll be covering Keyword Consitency, Linking internally, Sitemap.xml, Robots.txt. Be sure to come back to the blog and check out Part 2 coming soon!

The First Step for SEO: Research

Just like any task, preparation can make or break your strategy. Research is the first step to SEO to know how to build your effective SEO strategy. Effective SEO research includes the following:

  • On-Page Analysis of your own site
  • Keyword research
  • Competitor Research
  • Social Analysis
  • and Search Engine Saturation

So, now you know what to do, research. But HOW? All of this requires you to know coding languages, magic spells, and to have copious amounts of caffeine right? Not at all. The key to a successful SEO in the research phase is having the right tools. Here are just a few of the tools used at W3 Affinity for successful research. Most of these are free, I’ll make sure to label them for you with links if you click on them:

7 Tools for Effective SEO

  • Google Adwords Keyword Opportunity Tool (Free) – Use this tool to find out search volume on keywords that people are actually using on Google. This is a great way to discover content that you’ll want to create, how to write your copy on your website, and maybe even help you see that maybe people don’t search for your services by technical terms.
  • Moz Open Site Explorer (Limited Free) – A great link analysis tool for you and your competitors. This tool will help you understand where you stand.
  • Woo rank Page Analyzer (Free to try) – Covers a variety of on page ranking factors, this tool is very easy to use and understand. It has tool tips near all of it’s grading factors, with importance being noted next to the tips as well.
  • GTMetrix Speed Testing (Free) – Site speed is very important, GT Metrix combines YSlow & Google Page Speed checker into 1 unique tool that grades you based on your code quality & structure.
  • Hubspot Marketing Grader (Free) – A great tool to see how effective your site is online. I use this to get a broad understanding of a site.
  • Webmaster Tools for Bing & Google (Free & Free) – The cornerstone of effective SEO is knowing what the Search Engine thinks of your site, this tool has crawl errors, site analysis and keyword ranking all in one place.
  • SEMRush (Limited Free) – The best competitor research tool I’ve come in contact with. It’ll give you link analysis, keyword analysis and traffic estimates!

Ok so now you have a few tools under your belt, you’re starting to look like a super hero. Know that these tools above are just tools I prefer to use in my research of a website, the aren’t the only ones out there, nor are they the only ones that I have in my arsenal. There are many paid tools that are designed for programmers and techies alike that have large fees built for companies like W3 Affinity to manage and research multiple websites, and aren’t designed for the small business owner to operate. That’s ok though, you’ve got the key tools above now to get an effective plan together.

Time to Use Those Tools

Alright, with all these tools, what does an effective plan look like? You’ll want to gather a list of 10 or so keywords that you want to target using the Google Keyword Opportunity Tool. These should be longer tailed (multiple words) while broad and cover the variety of services you offer. This will help you align your content to build an effective website to cover these topics. Build out pages on your website in a way that makes sense, and using the keyword data you’ve found you should begin to make text that answers the question or issue of those keywords. Make sure each page sticks to one topic and make the content unique. Once you’ve put the content into your site, head over to the Hubspot Marketing Grader & Woorank tools and grade the pages one at a time and make recommended tweaks to improve your content’s value. Once your content is optimized, its time to speed everything up, head over to GTMetrix and start making the tweaks they recommend to improve your page speed, like optimizing images, alt tags, moving java script and various other tasks they’ll recommend. Put all of theses tasks into organized lists so that you can get them done in an orderly fashion.

The true key to an effective SEO plan is research, but the secret to that key is that you’re always researching. You’ll never be done looking at competitors, keyword opportunities, and making adjustments to your website. New technology will arise, new security risks, new ways to improve your speed, and the list goes on. So continue researching, stay ahead of your competition and succeed.

Take this with you…

My last piece of advice before starting in on your SEO journey. There is no “right way” to do SEO, or quick and guaranteed results out there. There are Webmaster Guidelines to follow in the Google Webmaster tools and beyond that, it’s experiment and analyze. So try different things, get social, test, analyze and re-test. Don’t take shortcuts, they’ll hurt you in the end.

See W3 Affinity featured in Top 20 Digital Marketing Agencies Of 2019 That Won’t Break The Bank