seo services demystified | RS Gonzales - HVAC Business and Marketing Solutions

SEO Services Demystified: What to Expect from Your SEO Partner

SEO Services Demystified: What to Expect from Your SEO Partner

Do you want your business to be found online and attract the right customers, but don’t know where to start when it comes to search engine optimization (SEO)? You’re not alone. Many small business owners know they need SEO services but don’t understand exactly what an SEO company does or what to expect as a client.

SEO can feel overwhelming, with its focus on keywords, links, technical factors, and ever-changing Google algorithms. However, partnering with the right SEO company doesn’t have to be confusing or stressful. This guide will walk you through the key services and deliverables to expect from an ethical, results-driven SEO firm dedicated to your success.

With the right SEO partner guiding you, you can better understand how to increase your search visibility, website traffic, and conversions. Then you can focus on what matters most — delighting your customers and growing a thriving business.

What is SEO?

The ABCs of SEO: Understanding Its Impact

In short, search engine optimization (SEO) is the practice of improving a website’s visibility and traffic in organic (non-paid) search engine results. The main goal of SEO is to help a website rank higher in search engines like Google for relevant keywords and phrases, so it appears more frequently in results pages for searches related to its content, products or services. This allows the website to get more visitors coming directly from search engines like Google rather than having to spend money on paid advertising.

Specifically, SEO focuses on both on-page and off-page strategies to optimize a website’s content, technical elements, link profile and authority to make it more discoverable and valuable to search engines. Common on-page SEO techniques include keyword research, optimizing page titles and meta descriptions, headings, image tags, site speed and user experience. Off-page SEO involves link building, content marketing, social media engagement and brand mentions to earn quality backlinks pointing to your site. The combination of these efforts sends signals to search engines that a site is worth ranking for relevant queries.

So in essence, SEO helps maximize organic search traffic to a website by ranking high in search engine results pages (SERPs) for keywords and phrases related to its offerings. This inbound traffic can lead to valuable customers, conversions and business growth.

search engine optimization keypoints explained

Why You Need SEO ?

Unlocking the Benefits: Why SEO is Essential for Your Business

As a business owner, you’re always looking for ways to reach more customers and increase revenue. This is where SEO can make a major difference for your company.

SEO, or search engine optimization, helps improve your visibility on search engines like Google. The higher your website ranks in search results for your industry keywords and phrases, the more people will find and visit your site. More website traffic means more potential customers and leads for your business.

The main benefits of investing in professional SEO services include:

Increased Visibility

SEO helps get your website seen by more people. With effective optimization, your content and offerings will appear at the top of search engines when customers are searching for related products or services. This increased visibility and discoverability can translate to exponential growth in qualified traffic to your site.

More Customers

Higher visibility and more traffic to your site directly correlates to more customers. When people can easily find your business in search engines, it’s much simpler to convert them into paying customers. SEO essentially helps put your business in front of people who are already looking for you.

Higher Revenue

With an influx of new customers finding your business every month through SEO, you’ll steadily increase your revenue and profits. Especially for ecommerce sites, small improvements in search engine rankings can result in tens of thousands in extra sales. SEO provides a consistent stream of new business over time.

In summary, SEO services are a smart investment because they can significantly expand your reach and clientele. By working with a professional SEO agency, you can leverage search engines to acquire new customers and grow your bottom line.

What to Expect from an SEO Company ?

The Role of an SEO Company: Services and Expectations

When partnering with an SEO company, there are a number of core services you can expect them to provide to improve your search engine rankings and traffic.

Keyword Research

A key starting point for SEO is comprehensive keyword research to identify high-value keywords that align with your business and have strong search volume. An SEO company will analyze your website content, surveys, and search analytics to determine the best potential keywords, as well as assess keyword difficulty and competition

On-Page Optimization

On-page optimization focuses on optimizing pages on your actual website to target your core keywords. This includes things like:

  • Optimizing page titles and meta descriptions

  • Enhancing page content by using keywords appropriately

  • Improving website speed and mobile optimization

  • Structuring URLs and navigation for SEO best practices

  • Adding alt text to images

  • Optimizing videos and other media for search

Link Building

Link building involves earning high-quality backlinks from other authoritative websites to signal trust and authority to search engines. SEO companies have proven strategies for content development and outreach to build organic links.

Content Creation

An SEO agency will also usually handle content strategy and creation, focusing on topics that target your core keywords. This helps build authority and organic search traffic. Content can include blog posts, videos, infographics, and other assets.

Technical SEO

Technical SEO optimizations make a site architecturally ready for search. This includes proper website crawling and indexing, fixing technical errors, improving site speed, optimizing code, and creating XML sitemaps.

Reporting & Analytics

Robust reporting helps track SEO progress. Expect monthly reports highlighting keyword rankings, traffic from organic search, conversions, link building wins, and more. Analytics review pinpoints optimization opportunities.

Keyword Research

Keyword research is a core component of any SEO campaign. Your SEO partner will conduct extensive keyword research to identify the best keywords and phrases for your business to target.

The goal is to discover keywords and phrases that receive high search traffic but have low competition from other sites. These “long tail” keywords help your content get discovered by people searching for your products or services.

Your SEO company will use advanced tools like Google Keyword Planner, SEMrush, Moz Keyword Explorer, UberSuggest and others to uncover keyword opportunities. Look for them to provide a prioritized list of primary and secondary keywords to focus your SEO efforts around.

Some key aspects of keyword research include:

  • Volume – How often is a term searched per month? High volume keywords get more traffic potential.

  • Competition – How many other websites are targeting a keyword? Lower competition improves rankings.

  • Relevance – Does the keyword relate to your products or align with customer search intent? Choose relevant phrases.

  • Trends – Are searches for a keyword growing or declining over time? Focus on rising trends.

  • Location – What keywords are popular locally vs nationally? Target keywords by geographic area.

  • Long tail – Can you combine keywords into longer, more specific phrases? These convert better.

  • Topics – What keyword groups relate to your products, services and content topics? Organize keywords by theme.

The keyword research phase lays the foundation for an effective SEO campaign. Your SEO company should provide frequent updates on keyword performance and adjust strategy over time to capitalize on new opportunities.

On-Page Optimization

On-page optimization refers to changes made directly to your website to improve SEO. This includes optimizing elements such as:

Title Tags

The title tag is displayed as the clickable headline for your site in search results. It should be clear and descriptive, using your target keyword if possible. Most SEO experts recommend title tags be less than 60 characters.

Meta Descriptions

The meta description is the short preview text shown under the title tag in search results. Accurately summarizing the content in 155 characters or less can improve click-through rates.


The content on each page should be useful, well-written, and relevant to the topic. Incorporate target keywords naturally without over-optimizing. Create long-form, in-depth content greater than 300 words when possible.

URL Structure

Use descriptive URLs with keywords that reflect the site architecture and content. Avoid overly long or complex URLs.


Headings visually break up content and are weighed heavily by search engines. Use target keywords in H1 and H2 headings where appropriate.

Internal Linking

Linking between related content on your site helps search engines crawl and index it more efficiently. Ensure all site pages are internally linked.

Image Optimization

Use descriptive file names and alt text for images containing target keywords. Optimize images to reduce file size without losing quality.

Site Speed

Faster site speeds correlate with better SEO rankings. Compress images, minify code, enable caching, and optimize web servers to improve performance.

By optimizing these elements for search engines and visitors, your pages will rank higher and convert better from organic traffic.

Link Building

Link building is one of the most important SEO services an agency will provide. The main goal of link building is to earn high-quality backlinks from other relevant websites in order to boost your site’s authority and rankings in search engines.

There are many different link building tactics and strategies SEO companies use, such as:

  • Guest posting – Writing and publishing content on other popular blogs and websites in your industry. This allows you to include a backlink to your site within the post.

  • Link inserts – Having natural links to your site inserted within existing content on other websites.

  • Sponsorships – Sponsoring or donating to industry events, nonprofit organizations, etc. in exchange for a backlink from their website.

  • Influencer marketing – Partnering with industry leaders and influencers to earn backlinks from their websites.

  • Broken link building – Finding 404 pages on other sites and offering to replace the broken content with useful, relevant content containing a link back to your site.

  • Link reclamation – Reaching out to sites that used to link to you but no longer do, and asking them to reinstate their link.

  • Directory listings – Having your business listed on relevant, high-authority online directories.

  • Infographic promotion – Creating valuable infographics related to your industry and promoting them to earn backlinks.

  • And more!

A quality SEO agency will use a combination of these tactics to build natural link profiles and earn powerful backlinks from trustworthy external sites. This helps increase your website’s domain authority and trust in the eyes of search engines. When performed correctly over time, effective link building can significantly improve your overall SEO rankings and visibility.

Content Creation

One of the key ways an SEO company will help boost your website’s search rankings is by creating optimized content like blog posts, guides, and videos. The content serves multiple purposes:

  • Provides value to site visitors

  • Builds your brand as an authority and thought leader

  • Improves keyword targeting and relevance

  • Attracts external links and social shares

The SEO company will research topics and keywords that are relevant for your business to create content around. The content will be crafted to naturally incorporate the target keywords in a way that sounds natural to readers, not keyword-stuffed.

The SEO experts will also optimize the content for search engines. This includes things like:

  • Informative meta descriptions so search engines can understand what the content is about

  • Proper header tag structure (H2, H3 tags) for SEO

  • Alt text for images

  • Internal linking to related content

In addition to written blog posts and guides, the SEO agency may also create visual content like videos and infographics. These help capture interest and get your content shared.

By regularly publishing SEO-optimized, valuable content, your website can build domain authority and credibility. Readers who find your content useful are more likely to link to it and recommend you as a trusted resource. Quality content essentially acts as a magnet, pulling in relevant organic search traffic over time.

Technical SEO

Technical SEO involves optimizing your website’s technical elements for search engines and users. Here are some key areas to focus on:

Site Speed

Site speed is a ranking factor for Google and a top priority. Slow load times lead to high bounce rates and poor user experience. Your SEO company should help improve page speed through optimizations like compressed images, caching, minimal code, etc. Pages should load in under 2-3 seconds on mobile devices.

Mobile Optimization

With growing mobile usage, having a responsive mobile-friendly website is essential. Your SEO partner should ensure your site is mobile-optimized with responsive design, legible fonts, streamlined navigation, and minimal scrolling. This improves user experience and Google rankings.

Structured Data

Adding schema markup or structured data makes it easier for Google to understand your content. This can enhance your rich snippets, Google Knowledge Graph listing, and more. Your SEO provider should implement important schema like product, reviews, FAQ, events, etc.

Proper technical SEO creates a fast, mobile-friendly site that search engines can easily crawl and index. Your SEO company should stay on top of the latest best practices and continuously optimize your site’s technical foundation.

Reporting & Analytics

One of the most important aspects of working with an SEO company is having visibility into your results. A good SEO partner will provide regular reporting and analytics tracking so you can understand the impact on your site.

Track keyword rankings

Your SEO company should monitor your target keyword rankings on a regular basis. Tracking rankings provides insight into how your efforts are impacting search visibility and which keywords may need additional focus. Expect month-over-month tracking for your core keyword targets.

Monitor traffic

You’ll want to keep an eye on overall traffic to your site as well as traffic from organic search. Your SEO agency should provide analytics reporting on key traffic metrics like sessions, page views, and organic search conversions. This helps assess the effectiveness of optimization efforts.

Track leads and sales

Ultimately, SEO delivers business impact by driving leads and sales. Make sure your SEO partner tracks not just traffic but also the quality metrics like form submissions, phone calls, and orders. Understanding your conversions allows optimization to maximize ROI.

With consistent reporting across rankings, traffic, and conversions, you gain visibility into SEO impact and opportunities. Quality analytics and insights help inform strategy adjustments and future initiatives.

RS Gonzales: Your Ideal SEO Partner in Washington, D.C.

Choosing RS Gonzalesmeans selecting an SEO company that not only meets but exceeds your expectations. We understand the unique challenges and opportunities of operating in Washington, D.C., and our tailored approach ensures your business stands out in this competitive landscape.

Comprehensive Keyword Research: At RS Gonzales, our deep dive into keyword research aligns with your business goals, ensuring we target keywords that drive meaningful traffic to your site.

Expert On-Page Optimization: Our meticulous on-page strategies cover every detail, from meta descriptions to content enhancement, ensuring your website speaks the language of both search engines and customers.

Strategic Link Building: Our approach to link building is organic and authoritative, leveraging relationships and content to build a network of quality backlinks.

Dynamic Content Creation: We don’t just create content; we craft stories that resonate with your audience, integrating your key keywords seamlessly for maximum impact.

Advanced Technical SEO: Our technical expertise ensures your site is not only search-engine friendly but also provides an impeccable user experience, boosting your search rankings and customer satisfaction.

In-Depth Reporting & Analytics: With RS Gonzales, you’re always in the know. Our comprehensive reports provide clear insights into your SEO progress, empowering you with the knowledge to make informed decisions.

In short, partnering with RS Gonzales gives you a competitive edge in Washington, D.C.’s dynamic market. We’re not just an SEO company; we’re your strategic partner in online success. Ready to see your business soar? Let RS Gonzales be your guide to the top of search engine results.

graphic explaining how Rs Gonzales measures SEO for its clients

Elevate with RS Gonzales: Your SEO Success Story Awaits

Diving into SEO can be complex, but you don’t have to go it alone. This blog has shed light on the key aspects of SEO services. The next smart move? Partnering with RS Gonzales. We’re not just an SEO service; we’re your growth catalyst. With us, SEO challenges transform into success stories, propelling your business to new digital heights. Ready to turn your online goals into reality with RS Gonzales? Let’s start this journey together. Your SEO triumph is just around the corner.

search engine optimization CTA graphic for SEO company RS Gonzales