What Is an SEO Company?

In the competitive world of search engine optimization, it can be challenging to find the right SEO company that will get your business off to a good start, or even just maintain its current stage.

The art of search engine optimization (SEO) has changed dramatically over time. The cost of the services that professionals provide, as well as the number and quality of those websites that can be optimized, is constantly evolving.

Let’s review what an SEO company is and how to find one that’s right for you.

What Is SEO?

Search engine optimization, or SEO, is the process of improving the ranking of a website or landing page in search engines. This is done by ensuring that the content on a site is “search engine-friendly,” which includes optimization for search keywords, utilizing metadata tags effectively, and well-written content.

How Long Does SEO Take to Work?

Many businesses expect results overnight and do not give enough thought to how long it may take for them to see results. However, search engine optimization generally takes three to six months to begin showing results.

It may take longer for results to become visible, depending on how competitive the industry is and how difficult it is for your website to get a high rank. In short, it depends on a lot of factors. The main point is that it works if done consistently and efficiently. It is a matter of “when”, not “if”.

What Does an SEO Company Do?

SEO companies are responsible for creating, implementing and maintaining the optimal ranking of a website. They work to ensure that all of the different aspects of a site are optimized so that search engines like Google and Bing can return the most relevant results.

An SEO company will write all of the content for your website, from blog posts to landing pages. They will produce articles, videos, images, blog posts and social media content. There are different tasks that SEO companies perform as well, which we will deep dive below.

How To Choose an SEO Company

Choosing an SEO company can be a difficult process. There are several factors to consider when picking one, including how much it will cost, how long until you start seeing results and what services are included in the package.

Below, we will review what you need to look for in an SEO company when making your decision.

Types of Services Offered

There are several different types of services that an SEO company may provide. These include:

On-Page Optimization

On-page optimization is the process where an SEO company will ensure that the coding and overall structure of a website is search engine friendly.

This includes both technical things such as making sure your titles are descriptive and using images properly, as well as more subjective factors, like making sure your pages are written for users, not search engines.

Off-Page SEO

Off-page SEO is the process where an SEO company will ensure that links are pointing to the correct pages on a website and that they are relevant. Whether it’s determining where appropriate anchor text can be utilized or finding videos to link to, an SEO company will do all of this.

Link building is the process where an SEO company determines which other sites are linking to a website. This may include finding websites that are reputable for your industry or researching and contacting other people who can help improve your site’s ranking.

Technical SEO

Technical SEO is the process of creating infrastructure on your website to ensure that search engines can crawl it effectively and find what they need.

This includes things like adding XML sitemaps to a site, ensuring that you don’t have any errors on your website, and ensuring that the website is accessible to different devices.

Content Marketing

Content marketing creates content for the purpose of increasing traffic and usage of the website. They may create blog posts, which are similar to articles, but written on different subjects.

They may also produce videos that discuss a company’s philosophy or unique products.

Social Media

Social media is a great way to advertise businesses and create brand awareness. An SEO company can help your company create a strategy for social media, whether it’s through Facebook, Twitter or Instagram.

Reputation Management

It is important for companies to maintain positive opinions in their industry. If they receive bad reviews, they may reflect poorly on the website as well.

An SEO company can help with this by connecting with new customers and spreading positive content for your business.

What to Look for in an SEO Company

When hiring an SEO company, it is important to understand the different factors you should consider. These are:

SEO Strategy

A good SEO company will work with you to develop a strategy to increase the traffic and visibility of your website. They will ask about your company’s target audience, industry, goals for the site and more.

This is so they can ensure that their services are appropriate for your site. The importance of an SEO strategy cannot be underestimated in today’s Internet climate.

Knowledge & Experience

SEO has become increasingly competitive over time, so hiring an SEO company with a wealth of experience is very important. You want to make sure that the SEO company you choose has extensive experience with search engine optimization and creating websites.

Consistent Communication

SEO is a long-term process. It does not work immediately, but requires many different tasks to be done over a long period of time. You want to make sure that your SEO company consistently communicates with you and provides updates on the progress that they are making.

Proof of Results

While it is important to speak with past clients, you will also want some sort of proof that they have seen results for their website.


There are a lot of different aspects of your website that an SEO company needs to take into consideration. You want to make sure that they are able to customize their services for your site and work with you to implement changes.


One thing that often scares potential clients is the cost associated with an SEO company. However, it is important to be aware of exactly what you will be paying for before making any decisions.

White Hat Methodology

Many people have a negative perception of SEO agencies that use spammy techniques to get higher rankings for websites. It is important to make sure that you are working with an SEO company that uses legitimate strategies to promote your site.

Good Reputation

A reputable SEO company will have a high-quality, positive reputation within the industry. This is because they are generally trustworthy and provide great service.

If you are still unclear on what an SEO company can do for your site, it is a good idea to check into their past work and see what sites they have worked for.

Proficient Technical Skills

An SEO company needs to understand how technical processes in SEO work. They need to know the parameters that search engines utilize and what they are looking for when they crawl websites.

This way, they will be able to create a website that is able to be optimized by search engines.

SEO Company vs Marketing Agency

An SEO company is different from a marketing agency. While marketing agencies can help with SEO, they are limited in the services that they provide.

A marketing agency will do things like create branding and ads for your website. They may also focus on social media or email marketing. However, this does not cover all the aspects of SEO.

Contact Ten Twentyseven for Your SEO Needs

Ten Twentyseven is a full-service SEO company. We are based out of Detroit, Michigan and have worked for companies across all industries, from large scale financial institutions to individual upstart businesses.

We can help with growing your business by increasing visibility through SEO methods that are not spammy or unethical. To learn more about Ten Twentyseven and how they can help you, simply email us at hello@tentwentyseven.co or call us directly at (313) 655-2332.

What Is Content Marketing?

The term “content marketing” is a relatively new buzzword, but it’s an effective strategy for many businesses because it drives customers to websites and social media channels. Content marketing aims to attract interest with relevant content that resonates with audiences.

The goal of content marketing is not sales; in fact, some would argue that it should be the complete opposite. A successful content marketing plan, then, must focus on building trust and credibility so you can convert visitors into customers.

How Does Content Marketing Work?

Content marketing has two primary job functions: first, it serves as an introduction to your company or industry and gives potential customers an idea of what you do.
Secondly, it provides useful information or content that can be easily passed along to others via social media.

What Is Content?

Content is essentially information that can be used in some way, whether that use is to educate, entertain or persuade. For businesses, content marketing typically involves blog posts, whitepapers, ebooks and videos. In marketing, content usually refers to information provided via the internet or social media channels.
For example, it can refer to blog posts and articles that are shared on sites like LinkedIn or Twitter. Content marketing can also refer to videos and images shared using YouTube or Facebook.

Why Is Content Marketing Important?

Many of your customers will want to learn more about your business through content marketing because they will trust you to provide quality information. When they learn that you are a reliable source of information, this trust will grow.
When building trust is the goal, human-interest stories and positive reinforcement are also important because people seek out experiences that resemble their own lives and feelings. Human-interest content allows customers to envision themselves in your shoes and feel as if they have discovered something new or interesting.

How Content Marketing Drives Sales

This type of marketing drives sales by raising awareness, building brand loyalty, and through research and consideration — ultimately drives home the sale.

  • Awareness: Every customer segment has a different need when it comes to content marketing. A high-level overview of your particular industry and what you offer will help you better understand what consumers want to know about your brand.
  • Loyalty: All of the benefits will only help if people become loyal customers. The more loyal and happy your customers are, the more likely they are to refer you to others, even if you aren’t always providing them with the best products or services.
  • Research: Creating and sharing useful information will also lead to research, and customers who find themselves in a self-help pinch will usually do the most research in order to find the answer. In this way, your content marketing can sometimes act as a stepping stone for customers in their research process, leading them from simple questions like “What does this company do?” to more specific questions like “How can they help me with X?”
  • Consideration: The information you provide will also help customers make more considered purchasing decisions. By understanding your company’s mission, products and services, customers can accurately determine whether or not you would be a good fit for them. They can also determine whether your brand aligns with theirs and whether or not they should consider doing business with you.
  • Purchase: As a customer, there is little that makes you happier than a purchase. Appreciation for sharing your expertise or sending valuable information to your customers over time will help them feel that you may be worth doing business with in the future.

What Is the Role of Content Marketing?

The role of content marketing is to create and/or curate content that is relevant to your target audience. Generally speaking, this will mean providing your audience with information about your products or services, but it can also include other topics that are relevant to what you do!

Which Best Describes the Content Marketing and Inbound Marketing Relationship?

Content marketing is a subset of inbound marketing. While content marketing includes any kind of company-generated content, including blog posts, eBooks and videos, it also incorporates many other aspects of inbound marketing.
This includes optimizing your website by making it easily accessible to search engines and improving SEO with relevant keywords. It also involves sharing your content through social media to attract traffic and improve visibility.


All of the following are examples of content marketing:

  • A blog post about a new product that is being released by the company.
  • A blog post offering some advice that will help your readers improve their blogs and attract more readers.
  • An article about some trends or changes in an industry that your target audience might be interested in learning more about (This could be a market report or even a personal story about how you learned something new after working in a specific industry for so long)

How To Create a Content Marketing Strategy

The best way to implement a content marketing strategy is to do it systematically and with a timeline. This will help you stay on track and keep your priorities straight.
It will also make it easier for you to manage the time that you put in so that you don’t overextend yourself or suffer from burnout.

Determine What Your Goals Are

The first step to make in creating a content marketing strategy is to determine what your goals for that particular business are. Are you trying to attract new customers? Are you trying to get them to commit to purchasing certain products? Is your goal attracting returning customers?
Sometimes it is easier than other times but it is always important that you define your marketing goals before you move on to the next step.

Identify Your Key Performance Indicators / Metrics

Every marketing plan should include a set of KPIs (or key performance indicators) that measure whether you are on track to reaching your goals. KPIs can be used for measuring growth, revenue or even user engagement.

You’ll also need to consider how you will measure your success with each KPI. For example, if one of your goals is to find out which social media networks are most effective in getting customers to return, you might want to use Facebook statistics like “recs” and “likes.

Decide Upon Your Content Channel & Content Type

Depending upon your goals and channel, you will need to decide which content type(s) will produce the best results. Do you want to make use of the traditional blog? How about an infographic? Or do you have something else in mind that better suits your target audience?

Set up a Budget & Stick to It

As this strategy will most likely require outside help, you’ll have to decide how much you can afford to spend on hires, subcontractors and other expenses. If you’re looking to go with a content agency, make sure they are well-researched and experienced.
It is essential that you know exactly how much it will cost before you enter into any contracts or agreements.

Content Creation & Distribution

Once your budget is set, the next step is starting on the content creation process. You should hold several brainstorming sessions to determine all of the different topics you should cover and at what frequency you want to publish them. If you have a set budget, make sure to check if it covers all of these sessions.
You can then assign content creation tasks to specific individuals or outside parties that will be responsible for researching each topic and coming up with a well-written piece.

Define a Timeline

If you are not able to employ a team of writers or outside assistance, you will need to come up with an approximate time frame for when you want to finish work on the content marketing strategy. This can help give more focus too.

Result Tracking & Analysis

It is important to stay on top of your content marketing strategy and adjust it when necessary. Make use of tools like Google Analytics to assess how people were using the content you provided.
Did they get what they wanted? Was the information helpful? Was it the kind of information that customers were looking for? Or, did they find it mundane or not relatable?

What Are the Types of Content Marketing?

There are a few main types of content marketing that companies can use to try to attract more traffic and conversions. Let’s review the most popular types.


The blog is a great way to attract potential customers. It can often be the very first step in getting your business some new traffic. Having a blog that provides valuable content to your audience regularly can help you connect with and engage readers that you would not otherwise reach through other marketing channels.


Podcasts can be a great way to get the word out about your company and products or services. If you’re not sure how to create a podcast of your own, there are lots of tools and helpful services that can help.
There are even some free ones if you don’t want to spend any money.


Newsletters are a great way to connect with potential customers on a regular basis. You can set up an automated email sequence that will help educate your audience on products they might not know about or understand yet.


Video is a great way to showcase your product or service and give visitors a little more information about it. Many people prefer to see and hear when they are trying to decide whether or not they should buy something.
You can also use videos for demonstrations, introductions, and much more.


Infographics are a great way to highlight specific information about your business and/or products. They can also be great for creating some conversation online as people like to discuss, comment on, and share interesting infographics.

Paid Ads

Paid ads are a great way to reach a lot of people at one time. However, these ads can get pricey so you should make sure that your business can afford to do this on a regular basis.

Social Media

Social media ads are a good way to attract customers to try out your products and services. There are several ways to create and share content that is appropriate for your business, you can place it on one of the many popular social media networks.

Content Marketing vs Traditional Marketing

The traditional marketing method involves paying for advertisements on television, radio, and in print. It is often used by larger companies with the resources to do so.
On the other hand, content marketing is aimed at building trust with your target audience over time through free online content before encouraging them to either buy or subscribe to products and services.
The benefits of content marketing are numerous. The strategies used can be very effective in establishing your business as an expert in your niche.

Contact Ten Twentyseven With Your Content Marketing Needs

We create useful and interesting content that helps grow the businesses of our clients. We work with world-class copywriters to create engaging blog posts, landing pages and strategies that generate sales. Our team is 100% committed to helping you build your brand.

Never miss a post: www.tentwentyseven.co

What Is Link Building?

Links are a fundamental part of your website’s core infrastructure. When done right, links will lead other relevant websites back to your website and help improve its visibility in the search engines. Search engines like Google want to know what other pages link to a page so they can determine the relevance of that page for potential searchers.

Link building is basically the process of acquiring credible links from other relevant websites.

How Does Link Building Work?

Link building is the foundation of your overall search engine optimization plan. Links are like votes for your page. The more votes you get, the higher you’ll be ranked by search engines.

What Do Links Mean to Search Engines?

When you search for a topic in Google, they will show you a list of relevant links. In addition to the quality of content you produce, the more quality links your website has, the higher it will rank your website in their search results.

What Is the Purpose of Link Building?

The purpose of link building is to increase the quality and relevance of your website through the acquisition of new, high-quality links. As a result of proper link building, search engines will show more of your content in their search results.

Why Link Building is Important

Link building is important because your website needs links in order to rank well in the search engines. When search engines crawl your website, they are looking for links from other websites.

When Should You Begin a Link Building Campaign?

Link building should be an ongoing process. There is never a time when you should stop acquiring new links, and the more quality relevant links you have, the better your website will rank.

White Hat vs Black Hat Link Building

White hat link building refers to the acquisition of high-quality relevant backlinks that do not violate search engines’ terms of service or guidelines.

Black hat link building refers to measures that violate search engines’ terms of service or guidelines and thus are banned by most search engines.

Does Link Building Still Work?

While there are some concerns about link building’s effectiveness, especially in light of the rise of web bots and SEO-friendly search engines, most SEO experts feel that link building still works for most websites.

How Can You Tell If a Link Build Campaign is Working?

One good way to tell if a link building campaign is working is to track the growth of your website’s organic search traffic. If you’re seeing traffic growth, then a link building campaign is likely working well to help your website rank highly in the search engines.

How Does Link Building Benefit Businesses?

Link building is a powerful and effective link building strategy that benefits both search engines and businesses. Businesses can increase traffic to their website, drive more relevant leads, and improve their overall search engine rank because of strong backlink profiles.

Link Building Strategies

The following are some effective link building strategies that you can use to build a powerful backlink profile. Inbound link building refers to the process of acquiring relevant backlinks through outreach and other popular strategies including guest blogging, social bookmarking, forum participation and article marketing.

Outbound link building refers to the natural acquisition of inbound links from other websites because you provide useful content that is valuable to those website owners and their users.

Email Outreach

Email outreach is one of the most commonly used strategies. It involves sending personalized emails to website owners with links back to your website. The best way to do this is to be as informative and helpful as possible. Also, reach out to as many website owners with relevant content to offer backlinks from your site.

Resource & List Pages

Resource and list pages usually have many links pointing to them from other websites. You can submit your site to these pages if you think you can provide valuable information for the users of these pages.

Social Media Profile Links

Social media profile links are links that search engines will place at the bottom of a search engine result page in their “more from” section. You will want to create social media profiles on all major sites like Facebook, Twitter, LinkedIn, etc. so that they can provide you with this link opportunity.

Skyscraper Technique

The skyscraper technique is a link building strategy that involves finding links to similar websites and then providing much more helpful, useful content than that website. This will help convince webmasters to link back to your site.

Forum Participation

Forum participation is a very popular and effective strategy to drive relevant backlinks back to your website. When you participate in forums, you build up your credibility by referring to other websites within your profile under links.

Forums are an especially effective link building strategy because they can provide you with lots of relevant inbound links very quickly.

Broken Link Building

Broken link building is a strategy used to find sites that have relevant broken links or pages that have been removed. The goal is to then create a link from your website to the relevant pages that are now broken.

This will show the website value by fixing their broken link, as well as gaining a valuable backlink for your site.

Copying Competitors’ Backlinks

Copying competitors’ backlinks is a strategy that helps to ensure you are staying ahead of your competition. By copying your competitor’s backlink profile you will gain an insight into where they are acquiring links and on which topics they focus their content.

You can then use this information to create more relevant content for the same audience.

Finding High Quality Links

Once you have identified the ideal backlink profile for your website, the next step is to find high quality links. You can find high quality links in a few different ways.

Search engines are constantly monitoring websites and their search rankings, and they exploit this information to create a link profile for every website that ranks highly on a search engine. In order to sniff out potential link opportunities, you need to build up a list of high quality websites that are likely to churn out relevant links for your site.

Page Authority

​Page authority is a metric that provides detailed information about the quality of your website’s backlinks. It was introduced by Moz in 2009 and measures the influence of particular websites in the search engine results page.

The higher your website’s page authority, the more influential each of its pages is, and the more easily it will rank on search engines.

Domain Authority

Domain authority is a metric that is another helpful measure of the quality of a website’s backlinks. Like page authority, domain authority is provided by Moz and measures the influence of a particular website on search engines.

Domain authority similarly takes into account multiple signals to create an overall score.

Traffic Value

The traffic value of a backlink is one of the most important metrics that search engines use to determine the quality of a link. Traffic value is equal to the number of visitors that go to your website over a specific time period, divided by a click-through rate from a particular search engine.

Site Relevance

It is important to search for relevant websites when looking for high quality links. The more relevant your website is, the higher the quality of links that will appear in its search engine rankings.

Link Position

Link position affects the ranking of all pages on your website. The higher the link position, the higher up in the search engine results page that a webpage will appear. It is important to establish which keywords are most relevant for creating a strong link profile.

Domain Age

Domain age is another important metric that search engines use to determine the quality of links on your website.

Anchor Text

Anchor text is a descriptive phrase that appears in the “title” of a web page, usually next to the URL. Most search engines use anchor text to determine the relevance of a webpage.

Nofollow or Dofollow

Links that are marked with “nofollow” attributes to tell search engine crawlers not to pass on the link from the homepage of a particular site. On the other hand, dofollow links are considered to be high quality links, since they will pass on the link from your website.

Link Building vs Link Earning

Link building refers to acquiring links from external sites in order to improve website ranking. Link earning, on the other hand, refers to earning links organically by creating quality content that will attract people and websites who want to link to your site.

Contact Ten Twentyseven With Your Link Building Needs

When it comes to link building, Ten Twentyseven Marketing is a service that can get the job done right. We have been helping clients across a wide variety of industries acquire relevant links from some of the highest ranking websites on the internet.

We are confident that we can help you build a top-notch link profile in order to improve your site’s search engine ranking. Contact us for more information.