In the world of online visibility, search engine optimization (SEO) acts as a trusty handbook, guiding companies towards organic traffic and digital dominance. It’s a vast landscape, and knowing the best techniques and strategies can help companies get ahead of competitors and reach their desired goals. 

Through content, backlinks, keywords, and a few other tactics, companies can claim their top spot on search engine results pages (SERPs) more effectively and have a far easier time.

Content and keywords

The first step in SEO success is aligning content with search intent. Brands need to dive deep into user minds. Understand what they’re searching for, and the problem they’re trying to solve, and craft content that delivers the solution precisely. Content such as informative blog posts, engaging visuals, and data-driven reports, are all written with relevant keywords. 

The next step is keyword research. There’s no need to go into creating content blindly, as tools like Google Keyword Planner and Ahrefs can identify high-volume, low-competition keywords relevant to a company’s niche. Optimize the content around these keywords organically, not by force-feeding them in. 

It’s important to remember not to chase generic terms only. Long-tail keywords, like “best eco-friendly yoga mats for beginners,” are specific and often less competitive, offering a hidden treasure trove of targeted traffic.

Technical details

Site speed is a crucial ranking factor. Invest in website optimization tools, minimize image sizes, and utilize caching mechanisms to ensure the website is navigated from any side of the globe with ease. In today’s mobile-centric world, neglecting mobile responsiveness is a terrible decision for any business. 

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Ensure the website adapts seamlessly to every screen size, offering a smooth user experience across devices. Lastly, regularly conduct audits to identify technical issues like broken links, duplicate content, and crawl errors. These bottlenecks can hinder rankings, so it’s important to fix them as soon as they pop up.


In terms of backlinks, these days quality matters more than quantity. Forget link-building schemes and focus on earning authoritative backlinks from relevant, high-traffic websites. Guest blogging, creating shareable content, and engaging in online communities can organically attract these valuable links. 

Another option is to find websites with broken links in the company’s niche and offer the company’s relevant content as a replacement. This win-win strategy helps both the business and the other website while boosting the company’s backlink profile. 

Businesses can also connect their own pages strategically using relevant keywords. This will help guide users deeper into the website and boost the overall SEO health.

Local SEO

Claim the company’s Google My Business listing and optimize it with accurate information, photos, and positive reviews. This anchors the business in local search results, making it the go-to captain for nearby customers. Then, optimize the content and website around local keywords, targeting specific cities, neighborhoods, and landmarks. 

This increases visibility within the company’s geographical reach. Other strategies include participating in local events, partnering with nearby businesses, and actively engaging with the local community online. This builds trust and increases the company’s reach within the targeted area.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.