The digital landscape is continually evolving, whether through addition of millions of websites across the globe or social media platforms domineering content landscape or superlative changes to search algorithms, and integration of AI environments such as OpenAI ChatGPT. These disruptions mean that the way interactions between online users and search engine will continually fluctuate and evolve, and modern marketers must adapt, navigate and benefit from this disruption instead of falling behind the curve. Run-of-the-mill In house SEO strategies and mundane link building, on page practices will not drive sustainable SERP rankings. CMO's and marketers must seamlessly tether the overarching marketing goals with well calibrated SEO strategy and closely align external SEO providers to render and achieve outcomes that are guaranteed and gain superlative organic visibility across the search engine.
It is now imperative to drive sustained organic growth than ever before to leapfrog from cluttered competitive landscape, reduce OPEX burns and to visualize superior SEO performance. Cognitute's professional SEO services are meant to unearth brand's true organic potential by reinvigorating existing SEO frameworks and processes through data driven models and deploying human-centric content engines that naturally elevates ranking across search engines. Cognitute's proprietary consulting 4.0 framework is anchored on outcome-assured models by interlocking key performance metrics such as Traffic, CR%, Leads etc. within the commercial component of the contract giving stakeholders comfort and ease, while Cognitute's SEO experts lift the burden to drive sustained results.
Web users are no longer confined to browsing from a desktop , as increased accessibility to content continues to be prioritized by evolutions in technology. Now, users can make search engine queries and browse websites in a multitude of ways, including via voice search or on a mobile phone or tablet.
Intelligent voice technology such as Siri and Alexa has made voice searches increasingly accessible, and many users choose this option due to hands-free convenience or visual impairment. Voice technology is swiftly transferring to other devices such as smart TVs, increasing the chance that a query regarding a product or service will be made using a voice search. This creates a complex issue for SEO experts to solve, as spoken queries tend to be more informal and conversational than typed queries.
Optimizing websites to rank highly in voice searches through Search Optimization services already provides a significant competitive advantage to marketers, and this advantage will only grow in the future as voice technology continues to advance.
Alongside voice technology, mobile internet usage is a critical consideration for success in the SEO landscape. Many digital marketers and SEO experts now choose to create a mobile first website and then further alter the website to be desktop-compatible. Websites must be able to be easily viewed on a variety of screen sizes, without sacrificing content visibility. Failing to make web content easy to view on a mobile device results in loss of a large segment of potential customers at a very early stage in the customer journey.
Alongside continual changes in the SEO landscape, SEO services is continuing to evolve. SEO services are much more complex than merely keywords and traditional on page techniques. The current era of SEO services is unlocking ranking potentials through number of truly organic interventions such as syndicating authoritative human-centered content, pristine on page and technical SEO implementation and data driven SEO strategy to outflank competitors.
Organizations that chose to leverage Cognitue’s SEO experts to drive organic growth aspirations incorporated a forward-thinking and experimental culture allowing them to embrace sustained ranking in search engines in a highly saturated online space, increased effectiveness of online content, and improved visibility in local spaces.
While SEO is an essential facet for sustainable digital success, many businesses struggle to find a SEO specialist partner or SEO agency that is compatible with long-term goals, budget, and vision. This results in marketing teams investing budget in SEO services which do not deliver key outcomes, leading to wasted budget and delays in achieving marketing and SEO goals. Accessing SEO managed services with an effective SEO provider allows organizations to reap the benefits of a highly individualized SEO strategy, with support and guidance from the SEO company at all stages of this complex process.
Cognitute works with a range of SEO experts across all key industries, meaning that clients can be partnered with a SEO provider with a relevant background, knowledge of the sector, and an in-depth understanding of available resources and organization or brand culture. Leveraging industry expertise allows clients to fill gaps in knowledge and create the skills needed to continue industry-leading SEO strategy in the long-term.
For many businesses, SEO services have been unsuccessful in the past, resulting in a depleted marketing budget and apprehension surrounding external SEO specialist partners. Cognitute utilizes an outcome-assured engagement contract, which begins with defining the client’s desired outcome from accessing SEO services. Using this approach allows reduced dependence on the client organization’s resources, and ensures that all team members and SEO providers are aligned on one clear vision. An outcome-assured contract guarantees the agreed result for the client, removing uncertainty and stakeholder reluctance as well as increasing buy-in across the organization. A SEO company that provides outcome-assured contracts provides peace of mind for clients and delivers the confidence that all milestones will be reached, and a cutting-edge SEO approach will be created.
SEO providers must have extensive experience with clients in the same industry in order to provide expert-level, experience-led advice. Especially within a niche industry, competition in online spaces is intense, and navigating this during SEO processes can be tedious. An in-depth understanding of the search intent, wants and needs of consumers is essential to outrank the competition, and requires a comprehensive understanding of the target consumer base, as well as industry-specific keyword strategy.
Cognitute prioritizes onboarding the right partner for a client without hassle, through a highly streamlined process that guarantees compatibility. Cognitute’s diverse range of SEO providers - with years of proven expertise across a wide range of industries - means that clients are paired with SEO providers that can provide expert-level knowledge and guidance, without miscommunication or inconvenience. This removes the barriers commonly present in accessing SEO services and creates a highly streamlined, client-centered process.
The first page of Google search results achieved up to 90% of clicks from users, meaning that search engine ranking can be the deciding factor between increased visibility and long-term success, or fading into relative business obscurity. Instead of competing for the 10% of clicks remaining on the second page, SEO services allow businesses to secure a high-ranking position in search engine results and consistently drive an increase in website traffic. Cognitute’s SEO providers provide clients with knowledge and guidance extracted from decades of SEO consulting expertise as a leading SEO company Delivering years of consistent SEO consulting with assured high-level results has resulted in clients across industries ranking Cognitute as one of the top SEO agency providers.
Professional SEO Services
FULL FLEDGED SEO AUDIT
Search engine ranking is determined by a range of highly complex factors both on and off-site, and all or most of these factors must be examined to determine why a website is ranking in a certain position. SEO audit processes are a SEO service which provides an end-to-end view of key SEO factors that are likely to impact search engine rankings. A fully fledged SEO audit should be viewed as an essential first step to guarantee a highly successful SEO campaign. This audit allows an in-depth understanding of weaknesses, strengths, and pinpoints necessary changes to achieve a consistently higher ranking in web searches. Failure to pinpoint weaknesses and negative ranking components is an enormous - but common - oversite in SEO practices, and results in continued low ranking due to errors which are often simple to correct.
SEO audits provided by SEO specialists are highly actionable, and each key ranking component identified is then further analyzed to provide expert-level guidance on fixing weaknesses. This provides an opportunity to seek out previously unidentified issues that may prevent indexing of web content or cause lowering of rankings. Key factors such as link profile analysis, which is linked to approximately two-thirds of search engine ranking, can be compared to selected competitors to highlight weak points and areas for improvement.
TECHNICAL SEARCH ENGINE OPTIMIZATION SERVICES
The journey towards mastering SEO is long and complex, and a common mistake is stopping this process once the fundamentals are mastered. The fundamentals of SEO services, while essential, only unlock the tip of the iceberg of SEO success. Sustainable, resilient SEO success and cutting-edge SEO strategies are only realized after looking past the basics and towards complex aspects such as technical SEO. The three core factors to optimize within technical SEO are web performance, indexation, and crawlability by search engines.
ON PAGE SEO SERVICES
On-page, or on-site, SEO incorporates the processes of optimizing content on website pages for both search engine indexing, and user experience. This includes effective practices such as optimizing internal links, long or short form web content, and title tags. Optimizing for external signals such as backlinks is not included within on-page SEO practices, but on-page optimization helps to amplify the effectiveness of off-site signals. SEO specialists target on-page SEO services as a key component to improving user experience and creating a highly user-centric online presence.
Both web users and search engines now place a large amount of emphasis on content which is ethical, high-quality, and provides an expert level of authoritative information. This means that optimization and SEO services must reach beyond keyword stuffing, to ensure a positive on-page experience for all users and provide highly relevant content. Factors determining engagement of users with content, such as visit time, navigation within the website, and filling out online forms is used to determine content relevance and helpfulness, and therefore to determine search engine ranking. A website that is often clicked on due to keywords and then immediately exited by the user will secure a low ranking as it will be determined to be unhelpful to the user query.
In a digital age where online users can access information with the click of a button, consumers require products and services that are highly convenient and available when they want them. Almost 50% of Google queries incorporate a need for businesses that are local, and ranking highly in these searches results in a steady stream of local traffic. Local SEO allows the desire for fast, nearby services to be fulfilled through website optimization to improve ranking in local searches and drive local traffic. These efforts incorporate a range of factors such as website content, link building, and on-site factors.
Local SEO optimization efforts are especially crucial for brick-and-mortar organizations, as these businesses have a heavy reliance on local customers buying products and services. For brick-and-mortar businesses, local SEO can be the difference between industry underperformance, or increased local brand awareness and growth. Correct leverage of local SEO results in consumers having quick, easy access to business information, removing barriers and increasing likelihood of a purchase being made.
KEYWORD RANKING STRATEGY
Within an all-encompassing SEO strategy, a solid keyword strategy is crucial for successful determination of which keywords in particular should be targeted. Keyword strategy is adjacent to keyword research, but viewing these as interchangeable is a mistake. While important, keyword research results in a list of keywords that are organized by relevance and search volume. Keyword strategy allows this list to be leveraged correctly, providing additional context, and determining what value these keywords would add to the brand.
Keyword ranking strategy provides numerous opportunities within SEO strategy, including structuring of web content into effective clusters, aligning content strategy with keywords, and defining goals regarding visibility and search engine rankings. To create a measurable keyword ranking strategy, utilizing KPIs such as keyword footprint and keyword rankings allows progress to be measured and quantified. Comprehensive tracking of these indicators determines growth and estimates organic visibility by establishing how many keywords the website is currently indexed for and monitoring keyword rankings.
Related SEO Services
Link Building Strategy
Before Google became a key player in the digital landscape, search engines such as Yahoo were predominantly used when making online inquiries. These pre-Google search engines based ranking algorithms entirely on webpage content, meaning that keywords within a page determined ranking more than any additional factors. Google utilized a different ranking algorithm, which not only analyzed website content, but how many external websites had links to the webpage. This meant that websites which had previously enjoyed a consistent, keyword-based flow of traffic on other search engines now faced a significantly lower ranking on Google, and created a large amount of pressure for redefinition of website strategy.
Even 20 years after Google first appeared, backlinking remains a key ranking signal for Google’s algorithms. To increase the amount of external links to a webpage, link building strategy is used to boost the ranking of high-quality content and drive website traffic. By building backlinks to a webpage through strategies such as broken link building, innovative marketing of web content and outreach via email, search engines will recognize that the website is providing authoritative and trustworthy content. With continued advances in Google’s ranking algorithms, links are evaluated not just for quantity, but also quality. This means that corners cannot be cut in link building strategy without sacrificing a high-ranking position, and this may be fulfilled through working with a marketing consultancy that specializes in link building strategies, such as broken link building, creative content marketing, and targeted outreach.
APP STORE OPTIMIZATION
iOS users have access to more than 2 million applications within the Apple App Store, and Android users have even more choice, with almost 3.5 million apps available. Without question, investing in apps is a highly worthwhile way to engage with potential consumers and online audiences - but ensuring that these apps are discovered by target audiences presents a challenge to businesses. Investing in ways to improve app store ranking is likely to provide significant benefit in the years to come, with the number of downloads for mobile applications trending consistently upwards since 2016.
App store optimization provides a way for businesses and developers to drive increased visibility of apps within the search engine of the target app store. While the overarching goal of app store optimization is an increase in downloads, the improved app visibility will organically result in a range of other benefits such as improved engagement of the target audience and brand exposure. App stores can effectively be viewed as a highly-specific search engine, meaning that SEO and app store optimization share many key components and strategic elements. Both processes focus on driving content discovery and improving indexation, but within an app store, a high-ranking position in the algorithm drives other benefits such as a higher user-perceived quality and brand scale.
PAGE EXPERIENCE OPTIMIZATION
From 2021 onwards, “page experience” became a key search ranking signal in the Google Search search ranking algorithm. This created a unique pressure for websites to support an optimal user experience through expert optimization, in order to sustain a high-ranking position in search results for target keywords. Page experience metrics incorporate user-centered factors such as website responsiveness, stability of web pages across a variety of device viewing options, and loading speed. Without optimized page experience metrics, websites will be unable to secure positions in segments such as Top Stories on Google searches.
Greater ranking rewards for page experience aligns with Google’s shift toward prioritizing user experience in online spaces, instead of basing ranking purely on on-site features such as metadata and on-page keywords. To provide an optimal user experience, businesses must leverage technical SEO strategies and advanced web development. Ensuring that pages load quickly despite internet connection speed or quality, maintaining highly responsive design, and optimizing rendering in web browsers are all key components that must be addressed. Google additionally indexes the mobile version of websites prior to indexing desktop versions, shining a spotlight on the importance of mobile compatibility. Optimizing for an improved search engine must begin with optimizing mobile experience, and then secondary optimization of desktop experience.
CONVERSION RATE OPTIMIZATION
A key goal of website optimization is persuading or facilitating users to make a desired action, such as filling out forms, engaging with links, and purchasing products or services. Conversion rate, the percentage of users who perform these online actions, must be as high as possible to guarantee continued growth and drive profit. Prior to the action of conversion, there are several key steps in the customer journey. Issues at any of these stages can result in loss of a potential customer. There are the driving factors which bring traffic to the website from a variety of sources, “hooks” that convince users to carry out an action, and key barriers which may result in users exiting the site and browsing elsewhere.
Conversion rate optimization must involve an in-depth understanding of users, including driving forces, barriers and pain points, and factors influencing user experience on the website. Without understanding these factors, conversion rate optimization is, at best, a complicated guessing game that will create limited change. Occasionally, conversion rate optimization may be as simple as fixing an error which clearly blocked users from performing actions—but more often, conversion is a highly complex process which requires empathy, research, and innovative thinking to understand. Therefore, effective conversion rate optimization requires a thorough understanding of users' needs and motivations, and data analytics consulting can provide businesses with the necessary insights and tools to identify these factors and develop innovative strategies for improving the user experience and increasing conversions.
USER PERSONA DEVELOPMENT
As a commonly leveraged tool in user experience design, user personas facilitate product planning and creation that targets a specific user or group of users. With a focus on user-centered business processes continuing to grow, user personas are becoming increasingly accepted as a useful component to cutting-edge product design and development. User persona development allows creation of products which stand apart from the competition and provide a clear competitive advantage.
The key question asked by product teams should be, “Who are we designing this product for?” To achieve lasting success, a product must be created to satisfy the needs of target customers, meeting expectations and addressing key concerns. User persona design helps design teams to build a strong culture of empathy for customers by understanding customer perspective and identifying with the existing customer base. The more understanding designers have of a fictional customer persona, the more they will be able to innovatively consider the needs of real customers during the design process. Shaping product strategy through use of user personas creates a clear definition of the target customer base and guides development and prioritization of user-centered product features. Understanding the target customer base is a crucial aspect of product management, and the use of user personas allows design teams to build empathy and develop innovative solutions that address key concerns, ultimately guiding the development and prioritization of user-centered product features.
WEB TRAFFIC AND CUSTOMER JOURNEY MAPPING
Many businesses have a general concept of customer journeys, but most lack an in-depth customer journey map that allows analysis of factors that impact the customer experience. By creating a detailed customer journey map, businesses can gain an in-depth understanding of the factors that impact the customer experience and use this knowledge for effective customer experience management, identifying pain points and critical successes to make necessary changes and ensure a streamlined and positive customer journey. Through creating a detailed map of all touchpoints throughout the customer journey, each step that leads toward consumers making a purchase can be visualized and then analyzed. Customer journey mapping is a valuable tool that enhances existing customer analytics, and provides clarity on obstacles, pain points, and critical successes throughout the customer journey. Through in-depth understanding of these steps, businesses can then make necessary changes to ensure that the customer journey is as streamlined and positive as possible.
The key to success in the modern age of business is ensuring a highly customer-centric brand. Customers increasingly value a close brand relationship, and are more likely to return to businesses that are empathetic, user-friendly, and understanding of customer needs. Customer journey mapping facilitates a more customer-centric business by allowing improved understanding of customer factors such as expectations and emotional responses, which provide guidance on how to retain customers and provide an optimal customer experience. Customer journey mapping allows issues within the customer journey to be easily identified and then mitigated in real-time. New approaches or strategies can be easily tested, and then evaluated based on customer response and analytics.
CONTENT PROCESS AUTOMATION
Using advanced software helps businesses and content teams to automate and streamline specific facets of content marketing. This process aims to smoothly transition manual tasks into automated ones to reduce time spent on content marketing efforts and allow redistribution of content marketing budget. Aspects of content marketing which can be effectively automated include generation of key content, content distribution, and measurement of content performance. Managing complex marketing processes such as landing page creation via automation allows a variety of tasks to be easily controlled and implemented from one interface.
Content automation is shown to be a significant driver of ROI growth while reducing marketing expenses. Secondary to ROI, there are a wealth of additional advantages to content process automation, including generation of more high-quality leads, improved accountability of the content marketing team, and consistent growth of social media presence. Content process automation drives an improved online customer experience and reduces frequency of manual mistakes within content that could lead to decreased trust from customers.
CONTENT PILLAR RESEARCH AND STRATEGY
The website that secures the highest-ranking result in a Google search is clicked on by approximately 25% of users—or more. This means that a large proportion of users click on the first search result without looking further, and reaching this #1 spot will result in a consistent flow of organic website traffic, boosted engagement, and generation of valuable leads. Websites with high-ranking search engine positions implement content pillar strategy as a component of content strategy by building interconnected pillars within a specific cluster of content. However, this is a complex strategy which must be well-executed in order to deliver results—a poorly organized content pillar will fail to be recognized as authoritative, valuable content by search engine algorithms.
A comprehensive content marketing strategy that guides the execution of content pillar research and aligns with overall business objectives is essential to maximize the impact of content pillars on website engagement and conversions. Content pillar research must be executed to support wider business goals, by creating content pillars that have a clear purpose and consistent schedule. Leveraging content pillars in this way helps to organize existing website content to add value, and provides a base for developing impactful web content in the future. Including long-form content within content pillars is essential, as long-form content is shown to provide approximately 77% more backlinks when compared to short-form. A well-executed content pillar increases user engagement, causing users to spend more time on the website and increasing the chance of conversion.
BLOGGER & CONTENT SYNDICATION OUTREACH
Recently, content syndication took a hit after Google emphasized that syndicating content purely for backlink generation would result in lowered ranking in search engines. This stance was taken by Google due to the view that mass syndication aimed purely at increasing backlinks could result in the spread of poor quality, non-authoritative content that contributed little value to internet users. Due to this statement, many marketers - incorrectly - decided to stop syndication entirely. However, syndication is a highly positive factor when implemented correctly, and high-quality syndication is consistently rewarded with top-ranking search engine positions. Brands that syndicate high-quality, valuable, authoritative content are able to reap the benefits from this process without worrying about penalisation. This means that the focus during blogger and content syndication should be providing quality content, not generating backlinks.
Syndication can be viewed as an exchange between two online parties. One receives valuable content free of charge, and the other benefits from increased content exposure to new or wider audiences. Effective syndication of content delivers benefits such as lead generation, backlink creation, and driving increased website traffic. Content syndication allows brands to reach potential customers who would not have organically discovered the brand, serving to engage new audiences and improve wider brand reputation. Through this process, businesses and leadership team members can establish a clear role as thought leaders within the industry. Through demonstrating thought leadership, brands can drive a new, tangible source of revenue through gated content assets which allow potential customers to be targeted.
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