Search Engine Optimization

What is Search Engine Optimization (SEO) and how does it work?

When researching search engine optimization you have probably heard of Google’s search algorithm, the Panda, Penguin, Hummingbird algorithm updates, keyword optimization, local SEO strategies, and a plethora of other concepts. Search engine optimization is the process of optimizing content for both discovery and conversions. This SEO concept is not just limited to search engines but to many aspects across the web as well, including external optimization in social, blogs, directories, and aggregation sites.

In 2016, there were 11 major Google search algorithm updates and over 500 smaller updates which affected the way websites ranked in Google’s search engine. Who do you trust and make responsible to ensure you are reacting to Google’s updates?

It’s important that you have SEO experts who are transparent with the process of optimizing your website and not adhering to old “black hat” tactics that will put your website at risk of penalties from Google. Penalties can lead to a drop in organic search position or the removal of your website from the search index. Penalties ultimately harm your ability to increase the ranking of your website in search or show up in search results altogether.

3 Critical SEO Myths to Avoid at All Costs

1. Performing an SEO Refresh Once is Enough

Not a one-shot effort. Evolving search algorithms, increased competition, outdated content that is no longer relevant. These are a few reasons why you can’t just do it once and forget it.

2. The Guarantee of Ranking First in Search Results

No person or company can, do not believe this. Some companies will dangle a carrot to get you excited and lock you into a contract. There are simply too many variables with too much change to always guarantee this.

3. Search Engine Optimization is Dead

Wrong! strategic and intentional activities with verified data indicating what Google is looking for will lead to higher rankings. In 2016, there were 128 professionals and millions of website being monitored to contribute to a set of activities likely to increase website rankings. As the search landscape continuously evolves, the process and techniques being utilized in optimizing your content for discovery and conversions, both onsite and externally keeping your site relevant, is always a priority.

A Search Engine Optimization Case Study

Barbecues Galore began as a barbecue distributor to Canadian retailers in 2001. They’ve since expanded into the retail business, growing to 4 locations across Ontario and Alberta. Barbecues Galore offers a full range of Barbecues, Fireplaces, and Patio Furniture product and accessories, with a full team of certified technicians supporting delivery, installation, maintenance and maintenance services.

How did we work with our new partner?

For any business that has a pre-established website, it is imperative to start with an audit to understand what is working and what isn’t. We used this as an opportunity to closely align with Barbecues Galore on their business goals, and the goals of their website.

After the audit, we refreshed their website to meet the best practices and standards of Google and then performed monthly actions ( both on-site and off-site SEO, technical site optimization, Schema markup, link building and unique content generation) to achieve the goals we set forth.

Client Goals

– Barbecues Galore’s goal was to increase high quality website traffic and conversion rates for organic traffic.


Reach Digital’s Approach

Search Engine Optimization (SEO): Executed an SEO Refresh in 2016, increasing relevant organic traffic to the Barbecues Galore website through on-page, off-page, and technical SEO updates. We even outranked many of the manufacturers websites with our efforts.

Our Results

We Increased Organic Sales by 43% YOY and the Organic Conversion rate by 33% YOY


“We started working with Reach Digital in early 2015 and have been happy we did ever since. Their friendly, yet professional team is a pleasure to work with. We truly believe they have their client’s best interest in mind in everything that they do”

– Tiffany G., Marketing Manager

Melissa Linseman

As an experienced digital marketer, Melissa delivers best-in-class service by cultivating strong partnerships with our clients, understanding goals and priorities, and ensuring thorough implementation of digital marketing campaigns

Contact Melissa today

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