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‘If you build it, they will come’ might work for magical baseball diamonds. But websites? Not so much.

SEO and SEM icons

SEO and SEM

Our philosophy

Self-proclaimed search engine optimization (SEO) experts often make promises of huge results with minimal effort, but in the end their magical solutions turn out to be smoke and mirrors. In fact, quick “fixes” will most likely, just as quickly, become problems since search engines are always tweaking their algorithms. Any attempts to game the system eventually become ineffective, and the website’s ranking inevitably plummets.

At the end of the day, the content — what real people see, and not just hidden code — is what will decide if your page/website has value to search engines.

One of the basic things a website can do to get noticed (and ranked higher) by Google is use search engine-optimized words strategically throughout the site. It takes research to determine which words and phrases your target audience plugs into a search engine, how often those words get used in any given month and how many other sites you are competing with for those keywords. Then, once you nail down which keywords are going to give you the best ROI, you have to know where to put them.

Whether you’re in the planning stage for a new website or want to attract more visitors to an existing site, BrownBoots can help improve your chances of being found through search engines by performing an SEO audit. For SEO consulting, we identify the key terms your target audience is likely to type into search engines and develop a strategy to capitalize on those phrases.

We also can do the copywriting for you or teach you how to make your site more “valuable” — not only in the eyes of Google and the rest, but also for your human visitors too. In addition, we can help you create a search engine marketing (SEM) strategy as well as create custom ads for the leading search engines, including Google, Bing and Yahoo!

Our process for SEO

SEO, Phase 1: Research

We begin by performing a full SEO audit, reviewing your website’s traffic (if possible) to set a benchmark for such stats as unique visitors, page views, bounce rate and percent of new visits. We also review which search terms are currently directing traffic to the site and work with you to develop a list of additional keywords. From there, we analyze the proposed keywords and other related terms to determine which phrases are likely to have the highest impact and evaluate inbound links.


SEO, Phase 2: Recommendations

Based on the data gathered, we devise a tactical plan to improve search engine rankings, providing a list of the most-searched-for terms, along with recommendations for placements as well as a link-building strategy. If included in the estimate, we can craft new, keyword-enriched website text and, following revisions and/or approval, insert it into the website.


SEO, Phase 3: Ongoing evaluation and strategy

The internet is in a constant state of flux, so it’s important not only to track the effectiveness of an SEO strategy, but also reanalyze keywords and, when necessary, make adjustments based on changes to search engine practices and algorithms. We can review SEO bimonthly or quarterly, providing reports with an updated competitive analysis of search engine rankings, updated inbound links/link building and a general analysis of data as it pertains to SEO.

Frequently Asked Questions

Can you get me on the first page of Google?

Organic SEO — which requires leveraging keywords on one’s website as well as getting other websites to link to your site — is a process that combines art and science. Once an SEO audit has happened and a strategy is in place, results need to be analyzed, and, if necessary, changes are made. Climbing to the top few pages in Google is a matter of identifying the phrase your target audience is most likely to plug into a search engine, determining how many other sites are competing for that same keyword or phrase, and finding the opportunities to capitalize on popular terms that don’t have too much competition.

We've been able to get sites to the first page of Google results for keywords or phrases we've identified as appropriate. However, the internet is always in a state of flux. New sites pop up. Competitors are likely also optimizing for your keywords and engaging in link building. Search engines tweak their algorithms. Getting to page one takes time and persistence; staying there, even more so.

Alternatively, we can help with search engine marketing (SEM), which allows you to pay to get your ad on the first page. We concede that that’s kind of like waving a magic wand in the form of a credit card.

What’s the difference between SEO and SEM?

Search engine optimization (SEO) is a process of elevating a website’s visibility in a search engine through natural/unpaid search results — also called “organic search.” To accomplish this, website administrators incorporate targeted keywords strategically throughout webpages, blog posts and other files. Other tactics, such as inbound link building, also enhance a site’s SEO.

Search engine marketing (SEM), on the other hand, is a form of internet marketing through which individuals can pay to have a pre-written advertisement appear when someone searches for a specific key phrase. Placement on the page, geological parameters and price per ad all can be managed by the marketer. For example, Google AdWords, Google’s pay-per-click advertising product, allows an individual to pay to have an ad placed above or to the right of the organic search results.

Both SEO and SEM, as tactics, have advantages and disadvantages. For instance, SEO requires a significant investment in time, while SEM requires additional monetary investment.

How much does SEO cost?

While SEO doesn’t cost any money directly (i.e., you don’t pay a search engine to show your links), it does require an investment in time for research and execution. The agency costs are based off of the SEO audit and custom strategy we create for you.

How much does SEM cost?

With SEM, you determine how much you’re willing to spend per impression per day. The strategy — and budget — can be modified on the fly. Ads can cost as little as a couple of cents to a few dollars, depending on how aggressive you want to be with placement (e.g., top of the list vs. third) and how many other companies are competing for the same keywords.

BrownBoots can help with keyword research, ad campaign management and reports. We bill at our hourly rate.

Who is responsible for creating the SEM ads?

We can use ad copy you provide; otherwise, our content specialist is happy to create engaging ads from scratch.

Who is responsible for monitoring the SEM ads?

We can train clients how to monitor and administer SEM ads or (with your guidance) handle that for you too.

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