Borderline uses its proprietary blend of software to develop a full environmental scan report that provides a deeper understanding of the online universe around each client’s practice areas and the various other critical terms associated with them.
This environmental scan reveals our client’s current digital positioning, including associated keywords, site traffic, customer personas, and native and digital competitors. Informed by this data, Borderline works with our clients to identify and develop a new set of keywords and content options that target company priorities, ensuring our clients are positioned properly from a search perspective in those spheres of influence. This process highlights the types of content, volume of content, dissemination and distribution timelines, in addition to related keywords and search questions that will illicit and increase search positioning, site traffic, and search economic value.
This process extends to a close examination of the client’s website as well as those of competitors and other web products that will serve as aesthetic and content inspiration for website enhancement. Borderline uses analytics gathering tools to track the techniques and tactics of key competitor sites to maximize the SEO architecture of the new website.
This environmental scan serves as the underlying road map for all digital efforts as we begin the process of optimizing our client’s online presence.
We conduct keyword research using professional tools like SEMRush and SpyFu to identify keywords that your customers use to find your services. This helps us figure out what content you should prioritize creating. It also sheds light on keywords that don’t have as much competition. These are very valuable. Using these keywords can drive a lot of traffic at your site quickly. These keywords also help us hone your written content so we make sure it’s written in a way that SEO bots will identify the keywords and rank the page for them.
PPC click campaigns? We can help you set up AdWords campaigns off these keywords and get paid traffic when people search for them. Paid campaigns can be a great way to drive traffic when you have a new website. After you start getting noticed, a more organic approach might suit your goals and budget. These keywords can be quite valuable to your goals.