Our Approach To SEO

SEO (or search engine optimization) is the process of increasing the authority and trust of a website in such a way that we are able to maximize traffic to your website from “free” or “organic” listings on search engines like Google. But how is this accomplished?



Understanding Google (and other search engines)

The first thing to understand about Google (and other search engines) is that they do not care about your business and where your website ranks among their search results. They only care that users find search results to be authoritative, trustworthy, and relevant to their search query. Why is that?

Let’s take Google as an example. They make between $100-200 million dollars per day from Google AdWords revenues. Read that last sentence again. It stands to reason that their #1 goal as a company is to make absolutely sure that their search results are of the highest quality possible. Why? If their search results aren’t of a high quality, Internet users will find another search engine – and their advertising revenues will dry up.

Google SEO

How does Google work to ensure that their search results are of the highest quality possible though? By delivering search results that are:

  1. Authoritative
  2. Trustworthy
  3. Relevant

This is exactly why 417 Marketing focuses on finding relevant niches for your business online, and then goes to work increasing the level of authority and trust for your domain.

How do we do SEO?

417 Marketing focuses on 4 broad categories of SEO services:

  • extensive on-page search engine optimization techniques
  • high-authority, high-trust link building
  • targeted blogging
  • local search optimization

On-page SEO

Google and other search engines send “web crawlers” to visit millions of web pages each day. On-page SEO is the process of making it clear to these web crawlers who you are and what you do.

on page seo

Our on-page SEO services include:

  • Optimization of Meta data (title tags, meta description, header tags, alt tags, and more)
  • Canonical URL (this lets Google and other search engines know which version of your URL to index)
  • Clean, light code
  • XML sitemap
  • Google+ Publisher markup (links your Google+ company page to your website)
  • Configuration of Meta Robots for pages, posts, and other taxonomies
  • Much, much more

High-Authority, High-Trust Link Building

While we know our stuff when it comes to ranking pages without building backlinks (for proof, read our tutorial on how to rank without backlinks and then note that we rank #1 worldwide on Google for that phrase…without building any backlinks to that page), they sure do help. We work hard to boost the authority and trust our clients have online. That’s because increased authority and trust leads to more traffic from search engines and more leads for our clients. But how do we boost the authority and trust of our clients’ domain beyond the on-page SEO that we do? It’s easy (to us, that is). We work to build links on third-party websites that have high levels of authority and trust in addition to having relevance to our client. By building links in these high-authority, high-trust neighborhoods, we achieve our goal of boosting the authority and trust behind our clients’ domain.

link building

NOTE: Don’t let anybody fool you. While SEO has changed A TON over the years and ranking without backlinks is certainly possible (as we show in the example above), having GREAT backlinks is still an important SEO success factor in 2016 and beyond.

Targeted Blogging

While on-page SEO and high-quality backlinks are critical to the success of an SEO campaign, there is nothing better at driving HUGE increases in organic search engine referral traffic to a website than great quality content. That’s why we create unique, high-quality blog content that is relevant to your business and informative to your base of potential customers – and we do just that on a regular schedule.

Here’s how our blogging services work. Once you make the decision to hire us as your SEO provider, we send you a list of proposed blog topics. Once you approve a list of topics, we go to work publishing anywhere from 3-5 (possibly more) posts per month on your behalf. Worried about the quality or accuracy of the content we produce? Don’t. We blog at a high level for a wide variety of businesses, and we do so with great success. Furthermore, we will give you an opportunity to review the content and suggest changes before publication.


Each published blog post is what we like to call “bait in the water”. That’s because each post drives its’ own unique set of users to your website – exponentially increasing your exposure over time. It’s not uncommon to see 500-2000% increases in traffic from search engines over a 12-month period. In most cases, these increases are largely due to our blogging efforts that we include in our SEO services.

Local Search Optimization

In the United States, there are four primary sources of data for all the major search engines: Infogroup, Acxiom, Localeze, and Factual. Other companies like, Citysearch, and can also play a role in this cycle, sending “fresh” feeds to the search engines every couple of months.

If your business information is incorrect at any of these major providers, it may override what the major search engines have in their own database. And if you’re not included in the databases of these major providers, your business is not going to rank as well in Google, Yahoo, or Bing.

In addition to the major search engines, there are a myriad of secondary search engines that are also valuable in driving traffic to your website—and hopefully bringing you more business. Most of these secondary portals get their data from the exact same places that Google and Bing do—just one more reason you need to make sure your business information is correct at those handful of primary providers.

That’s where we come in. 417 Marketing ensures that your business listings are correct, consistent, and visible across the web by managing your Google My Business listing and then pushing accurate, consistent location information to the major providers of data to the search engines. By pushing your location information to the four primary sources of data to search engines, we are able to expand your reach to hundreds of data providers (see below).

What To Expect From Our SEO Services

417 Marketing DOES NOT guarantee results of any kind. This is because we are not Google, Bing, Yahoo!, or any other search engine out there. Nothing is stopping a search engine from removing your website from their index. Sometimes this is done for good reason. Sometimes it is for no reason at all.

line graph success

With that said, here is what you SHOULD expect from our SEO services (again…this IS NOT a guarantee)

Higher Keyword Rankings

When you sign up for our SEO services, we will consult with you to determine the keywords or keyword phrases that justify the most focus. You should expect to see dramatic increases in your ranking for these keywords or keyword phrases within 1-2 months.

Increased Traffic

Initially, you should expect to see incremental improvement in the traffic to your website, boosted primarily by higher keyword rankings that results in more referrals from search engines.

Within 6-9 months, however, you should start to see bigger changes. It is not uncommon to see large increases in traffic over this time period. This is driven primarily by traffic to the blog posts that we publish on your behalf. Higher keyword rankings, authority, and trust also contribute to these increases.

More Leads 

Higher authority, trust, keyword rankings, and traffic are wonderful! But none of these things mean much if they don’t result in more leads. Fortunately, 417 Marketing knows how to increase conversions on your website.

How Our Performance Is Measured

goal of an seo campaign

Goal of an SEO campaign

417 Marketing sends in-depth reports to our SEO clients on the first week of each month. These reports show progress in the following areas:

  • Google keyword ranking report
  • Traffic Trend report (shows changes to your website sessions, page views, average session duration, bounce rate, search engine referrals, conversion form submissions, and more over time)
  • Lead Data (number of lead conversions, lead conversion rate)

Take The First Step Today!

Are you interested in learning more about 417 Marketing’s SEO services? Please click here to fill out a simple contact form, and we’ll contact you as soon as possible to follow-up. Go ahead, do it. You’ll be glad you did. Or, you can just call us at 417-889-0044.

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