Merge

Building websites is not as easy as taking information and laying it out in a pleasing framework on a screen with many buttons for client engagement.  However, using a strategically defined approach, success can be achieved in a relatively short period of time.

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You may or may not know of the different ‘hats’ that the SEO industry has come to acknowledge.  If you don’t, you’re in luck.  I’m here to distill any questions you have about the many hats of SEO and give you a few examples of the types of work each one does.

White Hat SEO

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“Content is King!” This statement has been shouted from the roof tops of Digital Marketers for years.  And, they are right.  Content on a website is very important.  It contains those valuable keywords and links that provide the feed Google and other search engines look for when calculating rankings.

However, one needs to pay attention to the reader at the same time.  Inundating a visitor to your website with way too many words at the wrong time can turn them away, or cause them to miss the point you are trying to make or sell.

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White papers are used to educate readers about a particular subject or help readers make a decision.  They are used in many technical fields to explain a process or product.  Businesses use white papers as a marketing tool to showcase their area of expertise.  But how can a white paper help you with your SEO?

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In 2007, Bairstow Lifting Products had a 170- page, robust product catalog, but a very hard to use and confusing web site. Merge was initially engaged to make the web site as robust as the catalog.

The problem was that Bairstow had over 1,500 product SKU’s but a limited ability to maximize on the information via the web for the end user to find through search engines.  The majority of traffic (over 60%) was being driven through paid search.

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