Demystifying SEO—A Comprehensive Guide to Search Engine Optimization

Demystifying SEO—A Comprehensive Guide to Search Engine Optimization

by | Sep 25, 2023 | Digital Marketing, Local SEO, SEO, SEO Strategy, Traditional SEO, Website

In the digital age, having a strong online presence is important. Understanding search engine optimization (SEO) is crucial for success online, whether you’re a business or an individual. In this blog, we will answer your most frequently asked questions surrounding search engine optimization.

TABLE OF CONTENTS

$

What is search engine optimization, and what exactly does it do?

$

Is SEO paid or free?

$

What are SEO examples?

$
What are the four types of SEO?
$
What are the three main areas of SEO?
$
What are your top 3 SEO techniques?
$
What are the 5 SEO elements?
$
What are the five ingredients for SEO?
$
How long does it take to rank #1 on Google?
$
What are common SEO mistakes?
$
Can I do SEO on my own?
$
Contact the experts.

What is search engine optimization, and what exactly does it do?

SEO (Search Engine Optimization) aligns marketing efforts with the way people search for information online, making it a cornerstone of digital marketing strategies. SEO does this by improving your website and content to rank higher in search results and get more organic traffic. It aims to make your content easily discoverable on search engines like Google, Bing, and Yahoo. It involves various techniques and strategies aimed at attracting organic (unpaid) traffic to your website. These strategies make your content more relevant and appealing to search engine algorithms.

 

Is SEO paid or free?

Search engine optimization encompasses both paid and free elements. The primary focus, however, is on organic (unpaid) search results.

You don’t pay search engines to rank higher naturally. However, there may be expenses for SEO tools. Additionally, creating content and reaching out may also incur costs.

What are SEO examples?

Examples of search engine optimization practices include:

  • Optimizing your website’s meta tags, including title tags and meta descriptions.
  • Creating high-quality blog posts and pages with relevant keywords.
  • Building high-authority backlinks from reputable websites.
  • Improving website load times and mobile responsiveness.

These examples demonstrate how search engine optimization works in real-world applications.

What are the four types of SEO?

We can categorize search engine optimization into four main types:

  • On-Page SEO—This involves optimizing individual web pages for specific keywords, improving content quality, and optimizing meta-information.
  • Off-Page SEO—It focuses on building backlinks and enhancing the online reputation and authority of your website.
  • Technical SEO—This aspect improves the website’s infrastructure and performance, ensuring it is search engine-friendly.
  • Local SEO—Tailored for local businesses, it enhances visibility in local search results, crucial for attracting nearby customers.

Understanding these types of search engine optimization helps you develop a holistic optimization strategy.

What are the three main areas of SEO?

The three primary areas of SEO are:

  • Technical SEO—This focuses on ensuring your website is technically sound, including aspects like site speed, mobile optimization, and structured data.
  • On-Page SEO—It involves optimizing individual pages by strategically placing keywords, improving content quality, and optimizing meta-information.
  • Off-Page SEO—This includes activities like building backlinks from authoritative sources and enhancing your website’s online reputation.

What are your top 3 seo techniques?

Three effective search engine optimization techniques include:

  • Keyword Research—Identifying relevant keywords with search volume and aligning your content strategy with them
  • Content Creation—Developing valuable, informative, and engaging content that addresses the needs and questions of your target audience
  • Link Building—Getting good backlinks from trusted sites to boost your domain authority and enhance your site’s visibility in search results

What are the five seo elements?

The five essential search engine optimization elements are:

  • Keywords—Selecting and strategically using keywords relevant to your content and target audience
  • Content—Creating high-quality, user-focused content that satisfies search intent
  • Links—Building authoritative backlinks and internal links
  • Technical Structure—Ensuring your website is technically sound, with fast loading times and mobile optimization
  • User Experience—Enhancing the overall user experience on your website, making it easy to navigate and engaging for visitors

What are the five ingredients for SEO?

Effective search engine optimization requires five key ingredients:

  • Quality Content—Content that is informative, valuable, and user-focused
  • Keyword Optimization—Strategic use of keywords in content and meta-information
  • Backlinks—Building high-quality backlinks to establish authority
  • Technical Optimization—Ensuring your website is technically sound and optimized for search engines
  • User Experience Enhancement—Providing a positive user experience on your website

How long does it take to rank #1 on Google?

The time to rank #1 on Google depends on competition, industry, and the quality of your SEO efforts. It can range from several months to over a year of consistent optimization and content creation.

What are common SEO mistakes?

Common search engine optimization mistakes to avoid include:

  • Keyword stuffing—Overloading content with keywords
  • Neglecting mobile optimization—Not optimizing for mobile devices
  • Ignoring technical SEO—Neglecting website structure and performance
  • Failing to create quality, user-focused content—Prioritizing quantity over quality.

Can I do SEO on my own?

Yes, individuals and small businesses can perform search engine optimization on their own. You can learn and implement basic SEO techniques, such as optimizing on-page elements and creating high-quality content. However, for more advanced strategies and in competitive industries, consulting with search engine optimization experts or agencies will be beneficial.

Contact the experts.

Search engine optimization is a dynamic and essential aspect of online marketing. By learning and using effective strategies, you can make your website more visible, attract more visitors, and achieve your online goals. Are you ready to get your business search engine optimized? Contact the experts at Root & Roam today!

CONTACT US
Typography—A Creative’s Guide to the Art of Arranging Text

Typography—A Creative’s Guide to the Art of Arranging Text

by | May 4, 2023 | Branding, Graphic Design, Website

At Root & Roam Integrated Marketing Agency, typography is a fundamental element of our work. It’s the art and technique of arranging type, or text, to create visually-appealing and easy-to-read designs. In this blog post, we’ll take you through the history of typography, its importance in web design, the benefits of hierarchy, and five basic typography rules that we follow.

TABLE OF CONTENTS

$

A Brief History of Typography

$

Typography and Fonts on the Internet

$

The Benefit of Hierarchy

$

Five Basic Typography Rules

$

Get the Most Out of Your Typography

A Brief History of Typography

The history of typography dates back to the invention of writing itself. As researchers have seen, the earliest typefaces were carved into stone or wood and later printed using movable type. With the invention of the printing press, typography changed the way books were produced, making them more accessible and affordable to the masses.

Typography and Fonts on the Internet

We never overlook the importance of typography in website design. Choosing the right font for a website can greatly affect its readability and usability. With the internet, we have access to a vast array of fonts and typefaces, but we must also consider the legibility of the font on different devices and screen sizes. At Root & Roam, we carefully select fonts that are visually appealing and easy to read on all devices.

The Benefit of Hierarchy

Hierarchy (elements that show importance in the design as a whole such as color, contrast, and alignment),  is a critical element in typography, and it’s essential to consider when designing. It helps the reader navigate and understand the content. We use hierarchy to enhance the visual appeal of our designs and to improve the readability of the text. We achieve this by using different font sizes, weights, and colors to create a visual hierarchy.

Five Basic Typography Rules

The designers here at Root & Roam follow these five basic typography rules to create visually-appealing and easy-to-read designs:

1. Use readable fonts. It’s important to choose fonts that are easy to read, especially for long blocks of text.

2. Limit the number of fonts. To create a cohesive look, it’s best to stick to one or two fonts.

3. Use appropriate font sizes. Different font sizes create a visual hierarchy and improve readability.

4. Use appropriate font weights. Bold or italic fonts can be used to emphasize important text.

5. Use appropriate line spacing. Sufficient line spacing improves legibility and readability.

Get the Most Out of Your Typography

Typography is a critical element of our design process. By understanding the history of typography, its importance in web design, the benefits of hierarchy, and by following basic typography rules, we create visually-appealing and easy-to-read designs. Typography is an art, and we pride ourselves in our ability to make written language legible, readable, and appealing when displayed.

CONTACT US
Design Trends for 2023-A Look into the Future

Design Trends for 2023-A Look into the Future

by | Apr 5, 2023 | Branding, Graphic Design, Website

In today’s world, staying ahead of design trends is a crucial part of building a successful brand. With new technologies and changing business landscapes, design is constantly evolving. Root and Roam Integrated Marketing Agency is committed to keeping up with the latest trends to ensure our clients stay ahead of the competition. In this blog post, we’ll take a look at some of the design trends we expect to see in 2023.

TABLE OF CONTENTS

$

Minimalism

$

Bold Colors

$

3D Design

$

Augmented Reality

$

Looking To The Future

Minimalism

Minimalism has been a popular design trend for several years now, and we expect it to continue this year. The use of simple, clean lines and minimal color palettes can create a modern, sophisticated look that appeals to consumers. Brands like Apple and Google have successfully incorporated minimalism into their branding and marketing, using clean, uncluttered designs to communicate their messages.

Bold Colors

Another trend we expect to see in 2023 is the use of bold, vibrant colors. Bright, eye-catching hues can make a brand stand out and grab the attention of potential customers. Brands like Coca-Cola and Airbnb have used bold colors effectively in their branding and marketing, creating a memorable visual identity that sticks in consumers’ minds.

3D Design

Advancements in technology have led to the growing popularity of 3D design and AI. 3D design can be used to create more immersive, engaging marketing materials, such as product animations and interactive websites. Brands like Nike and Mercedes-Benz have used 3D design to create stunning, memorable marketing campaigns that capture the attention of consumers.

Augmented Reality

Augmented reality (AR) is another trend. AR can be used to create interactive experiences for consumers, allowing them to engage with a brand in a new and exciting way. Brands like Ikea and Sephora have successfully incorporated AR into their marketing, using it to create engaging and unforgettable experiences for their customers.

Looking to the Future

As we look to the future, it’s clear that design will continue to play a crucial role in building successful brands. By staying up-to-date with the latest trends, businesses can ensure that they’re communicating their messages effectively and engaging with their target audiences. At Root and Roam Integrated Marketing Agency, we’re committed to helping our clients stay ahead of the curve. Contact us today to learn more about how we can help you build a strong, effective brand that stands out in a crowded marketplace.

CONTACT US
GA4

GA4

by | Dec 19, 2022 | Lead Generation, Website

As a business owner, you may have heard of the change that is on the horizon. The coming of the new age is upon us, and on July 1st of 2023, Google will officially move away from Universal Analytics (UA) and transition into Google Analytics 4 (GA4). You may be wondering to yourself, “what does this mean for me and my business?” No need to worry! Root and Roam is here to help.

While the full step-by-step of changes and differences can be found in google support, we wanted to highlight the biggest changes that may affect you most. In this blog we will cover:

TABLE OF CONTENTS

$

What is GA4?

$

What is changing from UA to GA4?

$

How and when to set up GA4.

WHAT IS GA4?

Google Analytics 4, also known as GA4, is Google’s next generation of analytics. Within this new platform, Google will track event-based data from BOTH websites and apps. GA4 has made it possible to collect both website- and app-based data to better your understanding of your customer’s journey and behavior. With the fear of personal data sharing rising, GA4 has created a property that mitigates this behavior and tracks cookieless measurement as well as behavioral and conversational modeling. Within their predictive capabilities, GA4 now offers guidance without having to work through complex models: Introducing the next generation of Analytics, Google Analytics 4 (GA4) – Analytics Help

WHAT IS CHANGING FROM UA TO GA4?

One of the biggest changes coming to GA4 is the tracking of events. In the old Universal Analytic properties, each event had a Category, Action, and Label with their own hit type. In the new GA4 properties, every hit type now triggers an event in your analytics. GA4 events don’t register Category, Action, and Label. Ultimately, we will need to rethink our data collection to now fit the new GA4 event structure instead of using the same data collection structure we used in Universal Analytics. 

Another key component with GA4 is the integration of both web- and app-based data. Before, Universal Analytics would solely track what was happening on your website, and you would have to track your app-based data through firebase. GA4 has combined both features to show all your data in one place. 

GA4 will provide simplified reports. Previously, Universal Analytics would show you multiple lists and reports that could be intimidating to some business owners due to the vast amount of data being thrown at you. GA4 will track the key metrics it thinks you will be interested in and will provide simplified reports to speed up your data-tracking process. This new feature can be seen as good or bad, but for the majority of people, it will make Google analytics much easier to understand. For the more experienced data expert, GA4 will come with a new analysis tool that allows you to drill into your data and get the more advanced metric you may be looking for. GA4 will also track more events by default without extra coding, whereas in Universal Analytics you had to implement code to track things like outbound clicks, site searches, video engagements, etc. GA4 automatically tracks these events without the headache of adding code to your site. A more technical breakdown of differences can be found through Googles Analytic Help section.

HOW AND WHEN TO SET UP GA4

While the official date of transition is July 1st 2023, we here at Root & Roam suggest preparing your business for the switch today. With Google understanding that this is a big change for most companies, they have made it so that both properties can run side-by-side while you and your employees get used to the change. One of the biggest reasons we suggest adding GA4 today is that there is no upgrade plan from UA to GA4, meaning that you will not be able to compare historical UA data to the new GA4 data. With that being said, installing the GA4 tag today allows your business to begin tracking data for the future to better understand your month-over-month, and eventually year-over-year data.

Another reason we suggest installing GA4 today is to get yourself up to par on all of the differences before Universal Analytics is shut down. With both platforms running side by side, both you and your team can take this time to compare the two properties and get comfortable with using GA4. Another key fact is that GA4 doesn’t currently offer everything that Universal Analytics offers. Some metrics are still being added and upgraded on the GA4 platform, so having your old Universal Analytics account will ensure that you aren’t missing any data before the transition.

With the world of analytics changing rapidly, we at Root & Roam understand that GA4 installation and reporting can be difficult. If you or your business need any help or guidance in this transition, feel free to reach out and talk to one of our experts!

    Send Us A Message

    Wireframing

    Wireframing

    by | Oct 4, 2022 | Website

    Wireframing your project can be helpful to your team. What may feel like an extra step will help in the long run to communicate purpose, placement, and action.

    TABLE OF CONTENTS

    $

    What is wireframing?

    $

    How to make a wireframe?

    $

    How to read a wireframe

    $

    Key takeaways

    What is wireframing?

    A wireframe is a two-dimensional creation of a digital or print design that focuses on content, call to action, placement, spacing, and functionality. Wireframes also establish the interaction between the user and the page.

    Making a wireframe is important to your project because it helps you plan ahead what your project needs to work and what it should include before you think about aesthetics, branding, and imagery. Wireframing needs no special software, just a place you can quickly think out ideas and identify your key elements of the page.

    Wireframing is a tool that a team of designers, developers, and users can use as a blueprint for their project.

    Wireframes include but are not limited to:

    • image placement
    • call to action button
    • location and placement of copy
    • navigation placement
    • logos
    • search field
    • breadcrumb
    • headers, including page title as the H1 and subheads H2-Hx
    • navigation systems, including global navigation and local navigation
    • 1234
    • body content
    • share buttons
    • contact information
    • footer

    How to make a wireframe?

    This is a hot topic with lots of suggestions on the internet for software and technology, but the only thing you need to make a wireframe is your brain. Low fidelity wireframes can be sketched out on a piece of paper. High fidelity wireframes can be more thoughtful on a digital platform, but the results are the same. Digital software allows easy collaboration and duplication, but starting with sketches may help you think through your customer’s journey. There isn’t a wrong way to make a wireframe, but below are the steps I typically take.

    1. Sketch out a low fidelity wireframe to think through the customer journey, needs, and channels.
    2. Recreate the sketch in a high fidelity wireframe using a collaborative software such as Adobe XD.
    3. Illustrate the user experience above the scroll, and connect any interactions in the prototype tab.
    4. Try making wireframes using a phone first, since this is the most typical digital use and the most challenging for accommodating information.
    5. Share the wireframe with your team or client, making sure they have a place to give feedback and adjustments.
    6. Revise and approve.

    Once your wireframes are approved, start working on design and development.

    How to read a wireframe?

    Remember—wireframes are meant to provide just a little information, so make sure you are asking the right questions when you are looking at a wireframe. Make sure you can navigate through the customer journey and make sense of placement.

    Rectangles with X often represent photos, and buttons are symbolized with a rectangle. Below are some awesome resources from Adobe that identify the symbols and uses: {Download these Free Resources from Adobe.}

    Summary—Don’t be afraid of wireframes. The time they require can be intimidating at first, but the time they save in communication will be essential in later levels.

    CTA—Need help planning your next project or wireframe? Let Root and Roam help you plan your next customer journey. Call today for a consultation.

      Send Us A Message

      Ensuring your website ADA compliant

      Ensuring your website ADA compliant

      by | Aug 29, 2022 | Creative Services, Website

      TABLE OF CONTENTS

      $

      What is ADA compliance, and why does it matter?

      $

      How do I make my website ADA compliant?

      What is ADA compliance, and why does it matter?

      The Americans with Disabilities Act (ADA) is the United States’ most important law regarding accessibility and civil rights for people with disabilities. Signed into law in 1990, the ADA prohibits discrimination against anyone based on ability or disability.

      The ADA is a broad piece of legislation covering many aspects of accessibility for people with disabilities. The part of the ADA that affects how businesses serve customers is called the “ADA Title III.” The ADA Title III covers public areas and accommodations that apply to businesses, restaurants, hotels, theaters, doctors’ offices, libraries, parks, and almost every other place of work.

      All types and sizes of businesses have to comply with ADA legislation—for their customers and employees—if there are over 15 workers. The ADA affects places of entertainment, restaurants, large enterprises, small to medium businesses, retail stores, government offices, employment agencies, and more.

      As the internet and websites have played a bigger role in how consumers interact with businesses, the way that the ADA applies to web accessibility has changed. In 2017, a clear consensus emerged that the ADA also covers the online world. Today, U.S. courts apply ADA accessibility requirements to the internet, meaning websites should comply with ADA rules.

      Ensuring your website is ADA compliant is the responsible and right thing to do. But, in recent years, ADA title III-related lawsuits have skyrocketed. There were at least 11,452 federal filings in 2021, which is a 320% increase over a short, eight-year period. And, as of 2020, 265,000 demand letters were sent to businesses that operated inaccessible websites.

      Approximately 85% of ADA lawsuits in federal and state courts during 2018 were filed against small-and medium-sized retail businesses. Since it’s almost inevitable that the court would find in favor of the plaintiff, small business owners feel that they must settle out of court. The cost of defending a lawsuit could destroy even a medium-sized business, as the average ADA website lawsuit settlement comes to $35,000.

      How do I make my website ADA compliant?

      Web accessibility is essentially a set of rules, behaviors, code standards, and design guidelines that were created by the W3C and are called the WCAG 2.1.

      The WCAG 2.1 is a massive 1,000-page guidebook that encapsulates a range of disabilities, from hindering internet use to making internet use impossible without adjustments. This spectrum comprises 20-25% of the general population, depending on if we’re going with the CDC or WHO.

      There are many disabilities covered, and the primary categories that require attention are

      • blind people using screen-readers,
      • the motor-impaired using only the keyboard to navigate,
      • epilepsy, color blindness,
      • cognitive and learning disabilities,
      • visual impairments, and more

      With a 1,000-page guidebook to follow, it is obvious that making your website accessible and compliant is no easy feat! Here’s are a few of the simpler things you can do to work towards full compliance:

      • Every page should have a single H1 title, and titles should follow a consistent hierarchy (H1, H2, H3, etc.);
      • Images should be thoroughly described in image alt tags for assistive technology;
      • Fonts should be large and legible with enough contrast between background and foreground colors;
      • The entire website should be navigable via keyboard.

      With that said, simply following the guidelines above will not make your website fully ADA compliant. The current options in the market today are either free or low-cost plugins that do not provide you more than 10-15% of the accessibility you need in order to become compliant.

      You also have manual accessibility services that do bring you up to full compliance, but they cost 20-40 thousand dollars per site, and they take several weeks or months to implement.

      Those options, as you can imagine, leave 99% of businesses without a feasible solution, making them easy targets for lawsuits and preventing them from helping people with disabilities. To solve this impossible situation, Root & Roam Integrated Marketing Agency has partnered with a leading AI accessibility tool. This interface includes both accessibility profiles and enhancement features.

      Let’s touch on a couple of the profiles first. These profiles enable users with disabilities to instantly adjust the entire website to their specific disability. For example, enabling the epilepsy safe mode immediately stops all moving objects and tunes down potential dangerous colors. Enabling the visually-impaired profile scales the content by 100%, increases the website’s saturation, and also activates a text magnifier window using mouse hover.

      In addition to the profiles’ functionality, users can choose specific enhancement features, like increasing the font sizes if they are too small. They can also emphasize titles and links and set their preferred scaling, spacing, height, and alignment. The interface also enables people with color blindness to change the website to a dark mode or monochrome mode. These are just a handful of features included.

      We know that ensuring your website is ADA Compliant can be an overwhelming task. Root & Roam Integrated Marketing Agency is here to help! Contact us if you’d like a website audit or more information.

      Send Us A Message