Search Engine Optimization

Search engine optimization (SEO) is the process of improving a website so that it shows up higher in organic search results, such as in Google or Bing.

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What Is SEO?

SEO is the process of improving a website’s visibility in organic search results.

Organic search results are the “free” listings in search and maps. SEO doesn’t include Paid Search ads, which often appear above the organic results. 

Organic Local Map Search Listing

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Standard Organic Search Listing

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Why is it important?

Online search is the most common way that people research information and find products & services.

Showing up at the top of search results for specific keywords and phrases is an essential way to get people to your website, who are in the market for what your business offers. 

In addition, SEO aims to improve your business’s visibility in Google Maps as well, which is a common way that people find local businesses. 

The Value Of SEO

Organic search can bring hundreds or even thousands of potential customers to your website. The better your website’s ranking positions, the more visibility and traffic it’ll get.

There are also alternative strategies that can be done to maximize traffic to your website, such as getting the site to show up for specific questions or long phrases.

Keyword Total Monthly Search Volume Website's Ranking Position Average Monthly Traffic
plumber ottawa
emergency plumber ottawa
sump pump installation

How is it done?

SEO is a combination of art and science. In the simplest explanation, to get a website to show higher up in search results involves modifying and improving it in a way so that it is properly structured, loads fast, is easy to use, and provides useful and valuable information to your website’s visitors.

This is just one part of it. The full scope of doing SEO properly can get very detailed. If you want to learn more, check out our guide below.

SEO For Businesses

Our approach to SEO is highly meticulous, covering all of the core factors that help improve a website’s ranking positions.

Keyword Tracking

Used to keep track of which positions your website shows up in for specific keywords, and to measure improvements over time.

17. Analytics

Analytics & Search Console

Used to monitor & analyze website visitors (who they are & where they're coming from) and the number of clicks your website is receiving from Google search.

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Heatmap Setup

Used to see what website visitors are clicking on and viewing, in order to help make informed decisions on how to improve the website's content & layout.

Website Improvements

One of the factors that Search Engines look at when calculating a website's positions in search results is how engaged visitors are and how well they're able to navigate the site.

Therefore, making ongoing website improvements is an essential part of our approach.

Website Content Additions

Another key aspect that search engines look at is the quality and relevance of the content on the site.

Developing high-quality content is another central component of our approach.

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Quality Link Building

High quality links serve to increase the websites Domain Authority (DA), to improve the website's overall ability to rank.

Awards & Achievements

Frequently Asked Questions

The short answer is “not always”. For example: if you’re a small independent insurance broker in the financial district of a big city, the chances that you’ll get visibility on the first page for major keywords such as “Insurance Broker Toronto” is very small.

In these types of cases, there are still other opportunities and alternative routes that can be taken. For example: rather than trying to show up for the big major keywords, you can try to aim for less competitive keywords, or long phrases and questions (i.e. “What is the average car insurance rate in midtown Toronto”). This is what is called a long-tail keyword strategy.

If you’re unsure about whether SEO would benefit your business, please do not hesitate to reach out to us. We will gladly conduct a manual SEO analysis of your website and provide a breakdown of which types of SEO approaches would be best for your business.

Measurement and performance tracking is a central component of our approach.

There are 3 essential metrics that we measure:

Keyword Tracking: At the start of each campaign, we select a set of keywords that we will be directly targeting. We ongoingly measure what position your website ranks for these specific keywords and measure how they have improved each month. 

Organic Search Volume: This refers to how many monthly visitors your website is receiving from Google. At the start of each campaign, we take a benchmark measurement and track this number every month.

Volume of ranked keywords: Our advanced keyword tracking tools allow us to see how many total keywords your website shows up for. Each month we monitor this number and assess how many additional new keywords your website is receiving traffic and visibility from.

These 3 measures are included in our detailed monthly reports – which will allow you to see how your website’s organic search visibility is improving. 


SEO is an ongoing process, where every month we develop new additions and continually optimize website elements and components, while measuring the effects.

How we do things differently than others is that we generally complete all of the core website optimizations in the first two months. This typically gives websites a strong overall boost in organic search performance. 

We also don’t have any fixed contract terms or cancellation fees, so you have the option just to do the essential optimizations over just two months. However, if you want a fully engaged and comprehensive SEO execution, we recommend doing at least a 6 month campaign.


Costs vary across three main factors:

  • How many keyword areas you want to target. That is, how many product or service categories you want to improve keyword rankings for.
  • How competitive your local business landscape is. Some industries and geographic locations have many business competing for top search positions, which requires a much more aggressive and comprehensive approach.
  • How many business locations you have and how many geographic locations you want to show up in.

Because of how widely campaigns can differ in their scope, it’s hard to place a general cost amount. The best way to get a more detailed idea is to request a free quote from our contact form below. 

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