Utilizing SEO for Your Creative Agency

Aug 19, 2021
SEO Text next to an illustration of a computer graphic design application

Many creative agency owners don’t fully understand SEO or what it means for their agency's online presence. Learning some of the ins and out of Google feels incredibly overwhelming to even begin to tackle. 

But really, Search Engine Optimization does not have to be all that complicated. SEO is just a process that helps boost your site or page’s visibility in a search engine’s unpaid results. 

Learning how to optimize your site, help your content become easily found, and understand the good, helpful ways to increase your SEO are is incredibly important. 

By getting a hold on your SEO, you can more easily increase traffic to your content and, in turn, increase leads, revenue, and profit. From your home page to your portfolio pages, a strong SEO strategy will get you found. 

Understanding Google

How do we begin to understand what works for Google’s complex algorithm and pinpoint how to get your content to appear in searches, upping traffic to your site?

We first have to wrap our heads around the fact that Google encourages relevant information by skimming or “crawling” your website’s content. Google looks for content that fits the needs of what people are searching for. 

You also want to be sure that your content is quality content. 

Does your content offer real, reputable information? Do you include links to trusted sites in your content to corroborate what you’re sharing? Are other sites sharing your content as well? All of these things affect your content’s SEO.

Other factors that affect SEO include how much unique content you create, how many people are actually clicking on and spending time with your content, and the loading speeds of your content. Keep tabs on your portfolio images size - they can quickly tank how Google perceives your site!

With a bit of ongoing focus (this is very much a process), you can better understand SEO as it pertains to your content, optimize your site, and boost your SEO over time. 

Focusing on Keywords

You obviously know that keywords are the terms people are searching for on search engine sites. And your goal? Become one of the sites to pop up on Google when people search for an agency like yours. 

Seems simple enough but there’s a little more to understand about keywords. 

You will want to consider the validity of keywords you are hoping to associate your agency with. Are people actually searching for the keyword you have in mind? If no one is searching for “underwater basket weaving,” it makes absolutely no sense to use those keywords to target your site. 

It would benefit you to look into the relevance of your prospective keywords as well. You want to make sure you’re going to attract the Google search that is specifically looking for you. You need to ensure that the audience you’re seeking is the audience you’ll get, so really spending the time to research the keywords that fit you is extremely important. 

Lastly, weighing the odds of success in your SEO optimization attempts and the potential costs associated should be on another thought in the forefront of your mind. Your goal is to rank high on Google searches, reaching the coveted first page of the query results. So, based on your field and the keywords you’re utilizing, what is the likelihood that you will yield the results you seek?

One of the main goals of content creation is to appeal to prospective customers. That definitely comes into play when optimizing for SEO. What are your prospective customers looking for? What problems do they need solved? What are your competitors doing to attract them that you may not be?

Understanding how your keywords relate to your prospects will set you up for success as you optimize. 

Keywords in Your Content

After you’ve established the most lucrative keywords for you and your audience, you can implement the targeted keyword into your content. Plugging those keywords into your content will help Google find your content while “crawling” your site. 

Remember, however, to use keywords organically and naturally. Google discourages keyword stuffing, a method of aggressively using keywords to trick Google into picking up on the use of keywords, and doing so will negatively impact your SEO. If it doesn’t fit naturally, don’t use it. 

Instead, try to use these methods to boost your keyword tags.  

A title tag is what you see at the top of your browser when you open a page, like a headline. Title tags vary in the length Google will actually show (around 55-60 characters), and it is an opportunity to work in core keywords. Title tags are often what searchers see in query result pages, so you want to take the time to create a solid, enticing title tag. For example, if you're a branding shop consider some SEO optimized content around the topic of "How to choose an agency to help define your brand". 

Meta descriptions aren’t seen on your actual page, but they are essentially brief descriptions of your page to draw people in. You can use this space to use keywords as well as inform search engines of who you are and what you can do for them. 

The content on your site is the perfect place for keywords. Incorporating the keywords that best fit your needs in your content is sure to boost your SEO standing. Creating rich, informative content will surely work in your favor. Don’t skimp on the content, leaving much to be desired, simply filling it with keywords. Rather, provide content that is engaging, that is unique, and that demonstrates that what you provide is worthwhile. If you work on a lot of web design projects, you could create a blog post about how often a business needs to redesign its website. 

Google also places a lot of emphasis on engagement. Are people actually clicking on your content and staying on your pages? The best way to ensure they are is to actually create content that provides a service, answers some questions, and solves a problem or two. Set your pages up to attract searchers by ensuring that they load quickly. 

Will people want to share your content? Not only do you hope so because more people will view it, but also because it will aid in your SEO growth. Being sure that your content is worth sharing definitely works in your favor.  

Link Building

Having a number of high-quality links to your site can help create more search traffic on your site since Google favors and focuses on links. This is a crucial step. Linking credible and relevant content to your page is a huge deal that tops the results you see simply from all the other basic SEO tips.

This all goes back to the importance of content creation. When you share quality, worthwhile content, the likelihood of getting links and social media shares directed toward your site go up!

But who is most likely to link to and share your content? Figuring out the audience you need to appeal to in your mission to gain more links and shares is an important step and an ongoing process. You can work to appeal to people in your niche by creating content that proves you have the knowledge to make their jobs easier. Show them how you can help them reach their goals. 

By tailoring the message of your content to fit potential sharers, you can create content people want to share. 

Avoiding SEO Hiccups

Ensuring that your site pages load quickly no doubt benefits your audience. No one wants to wait long for your content to load. Our short attention spans make many of us unwilling to endure slow loading sites. But SEO also favors websites with faster page speeds, so do what you can to eliminate factors that will slow your site. 

We live in the mobile phone era and many of our Google searches are done on our phones. Therefore, it is truly in your best interest to make sure your site is mobile-friendly. If not, you are truly missing out on an overwhelming amount of potential traffic. Seeing how your site appears on different mobile devices can show you how easy or difficult it is to load, view and navigate your site on devices other than computers. 

Choosing to duplicate content will weaken your SEO strength. You lower the likelihood of ranking highly on search engine result pages. If you need to duplicate or elaborate on the content you’ve already shared, try to keep it on one page instead of sharing it separately from the original content. Including duplicated content on your site tells Google that your site is full of low-quality content or that your site is trying to trick the algorithm. Either way, not a good idea.

Getting Results

Once you’ve created content with SEO in mind, over time, you can start to see how your site ranks in keyword searches. That’s not the ultimate measure of your SEO efforts. But it does give you an idea of how well you have optimized.

Focusing on the amount of organic traffic to your site is a better indication of how well you have used these SEO tips. The number of visitors on your site can tell you how many eyes are looking at your content, and tracking where they go on your page can tell you what content is working best to boost engagement. 

There are several tools available online you can use to collect and analyze your organic traffic. 

Of course, the main goal of SEO optimization as a marketer and creator is to generate leads, make sales and make a profit. Keeping a close eye on the leads gained from your site and sales directly from your site can tell you your site’s strengths and where there may be room for improvement. Again, this is an ongoing process, but noticing the trends, upticks, and downfalls can create long-term results.