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A true story about the importance of SEO

By Becca McClure

carlos-muza-84523-unsplashHow one of our clients learned the hard way about search engine optimization

Search engine optimization, or SEO, is the process of generating visitors or traffic to a website from free or organic search results on search engines. When someone types a word or a phrase into a search engine, such as Google, that search engine delivers relevant content from its engine, which crawls the web for content that is relative to the keywords you just typed. According to HubSpot, 75 percent of people never scroll past the first page of search engine results, making it imperative for your company’s website to appear high on the first page of a search engine’s page results (SEPR).


One of our clients recently refreshed – or reskinned – their website. In the process, the designer overlooked the SEO page titles and meta descriptions. The existing SEO content disappeared from the newly designed site pages. Ultimately, the company lost the optimized copy that generates traffic to its site. We determined that the leads significantly decreased when the site lost its SEO. When we added SEO page titles and meta descriptions back to the site, leads significantly increased within days.


Besides updating your company website’s page titles and meta descriptions, here are ways to improve your website’s SEO and attract more leads.

  1. Publish relevant content.

  2. Use alt tags.

  3. Incorporate backlinks.

  4. Improve page speed.

  5. Create a SEO strategy.

  6. Implement inbound marketing.

At Axia Public Relations, we use inbound marketing to attract visitors to our site and to our clients’ sites. Inbound is a web marketing methodology that is education-based rather than interruption-based. Its focus is on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. Download Axia’s e-book “Inbound Marketing: Your Guide to Increasing Online Traffic, Attracting Leads and Converting Customers Effectively” to learn more about inbound marketing and how to best utilize this technique for your company.

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IMG_3217Becca McClure is a passionate public relations professional who works on various client social media accounts and public relations campaigns. Clients love her infectious positive attitude and her strong work ethic. Becca joined the Axia Public Relations team in February 2016. Learn more about Becca McClure.


Featured photo by Carlos Muza on Unsplash

Topics: SEO, Owned media, Website

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