Frequently Asked Questions
Search engine optimization is the art and science of getting found in Google, Yahoo and Bing in the free or organic search results.
We often see business owners and web freelancers struggling with SEO due to expense or complication. It doesn’t have to be expensive or complex. We created Pathfinder so you can take ownership of your search engine results via SEO without being an expert and at a reasonable price.
Search engine optimization is a long term marketing strategy. The time and money you put in today, leads to dividends for the years to come. We believe that SEO takes work and the rewards are great in the form of increased website traffic and sales.
Search engine optimization is comparable to getting fit. First you would establish an objective. Perhaps, your objective is to run a marathon. Next, you would join a gym so that you have access to weights, cardio machines and more. But wait, all of the tools in the world wouldn’t help if you didn’t also have a plan. Perhaps your plan is to go to the gym five days a week. Will that be enough? What will you do at the gym? You also need a personal trainer. Ideally, you fill find a trainer who has an expertise in running marathons. Your trainer would personalize your fitness plan and will make sure you are on track to meet your goal. The trainer would also keep you accountable. Maybe you only workout with the trainer once a month. But when you go to the gym to workout on your own, you will be accountable not only to yourself but also to the trainer making it more likely that you’ll get fit and achieve your goal.
Pathfinder SEO is similar to a gym membership with a personal trainer. We have the tools. We have a process. And we have coaches who will come alongside to help you meet your marketing and sales objectives.
No, Pathfinder is a subscription based software that creates a process for you to get found in Google, Yahoo and Bing. No WordPress plugin required. Why? There are already great SEO plugins available for WordPress the create the framework for you to optimize your website. Our favorite is Yoast SEO.
Installing an SEO plugin doesn’t actually do SEO for you. You need to configure and customize the plugin for your business. Enter Pathfinder SEO. We share our process which includes, but is not limited to configuring the Yoast SEO plugin.
We love Yoast. Developed by SEO’s, the plugin is powerful and easy to use. Yoast SEO is frequently updated so you can rest assured that the plugin and your website will stay up to date with the latest SEO best practices.
We recommend Yoast Premium, but the free version is also great. The main advantage of Yoast Premium is the ability to connect to the Google Search Console and respond to page not found errors. That is a lot of industry jargon to digest. In other words, Yoast Premium makes it easy for you to ensure that people and search engines don’t reach broken pages on your website.
Pathfinder is similar to a gym membership. We’ll provide you with the equipment (tools), process (checklist and monthly task) and a trainer (your SEO coach) to empower you to take ownership of your search engine results. How quickly? That depends on you. Initial results are typically seen in 1-2 months.
SEO software provides you with data, and lots of it. And sometimes it provides you with insights. There are great SEO softwares on the market such as Moz, SEMRush and Ahrefs. These softwares provide you with ample SEO data, but what do you do with it? If you have an hour to invest in SEO today, what should you do? Likely, if all you have is a software you will spend your time reviewing data and that won’t lead to results.
Enter Pathfinder. We share the data and tools that are needed, for example, keyword research. We streamline the data into a process so you know where to take action. No more data overload. No more wondering what to do. We’ll share our process so that you can take action and achieve the desired results.
An agency does SEO for you. Most agencies are expensive as SEO take time. If an agency is good, your relationship starts with defining business objectives and audience. And then it proceeds into action, measurement and ongoing communication. All too often, we find one of two issues with the agency approach to SEO.
Reaching the Right Audience - Far too often, SEO agencies jump into action and don’t know you or your customers. And while there is good effort, the agency misses the mark and reaches the wrong audience. You get website traffic, but no sales and thus no return on investment.
Cloaked in Mystery - Some SEO agencies play up the complexity of SEO and cloak it in mystery which allows them to charge high fees for work you don’t understand. SEO isn’t complicated. It is rooted in the principle that your website should be user-friendly, content rich and endorsed by others online. To have a measurable impact, SEO needs to be rooted in real marketing. You can understand and deploy these tactics.
If you decide an agency isn’t right for your business, then most likely you will try to do it yourself. You’ll sign up for SEO software. Get lost in data. Read blog posts. Watch videos. And you may feel lost, frustrated and alone.
Pathfinder SEO bridges the gap between the agency and DIY approaches to SEO. It is an alternative path which combines the best of both worlds - your knowledge of your business and audience with an SEO process that allows you to do SEO without being an expert. If you are concerned that you will get lost along the way, we have coaches who will meet with you once a month to review your progress and keep you on the trail.
If you prefer the agency approach, we’re still here for you. webShine is a full-service, custom search engine marketing agency who built Pathfinder. Expensive, yes. But, also quite good. Contact webShine to learn more about full-service, custom SEO solutions that start at $2,000/month.
Yes, Pathfinder SEO is content management system (CMS) agnostic. We love WordPress and feel it is the best CMS for SEO. But, if you are utilizing SquareSpace, WIX, Drupal or another CMS, we are still here for you. The SEO tools, coaching and process works the same regardless of how your website was built.
That being said, our step by step checklist is geared towards WordPress. If you are utilizing a different CMS, you will need to translate the information to work for your website. For example, if the site is Drupal, you will be using modules instead of plugins to create SEO functionality. In SquareSpace, the SEO settings are built into the CMS and you will just need to find them.
As we grow, we will integrate other content management systems into our checklist. Let us know which CMS is important to you. Send an email to firstname.lastname@example.org with your feedback.
We’re actively developing our platform for web freelancers and marketing agencies. It will enable you to execute sound SEO strategies for your customers while building a recurring revenue stream. Learn why SEO is a great add-on service for your freelance or agency. Stay tuned. Drop us an email if you are interested and we'll let you know when this solution goes live.
Pathfinder does not offer PPC or Google AdWords services. But, webShine, the search engine marketing agency that created Pathfinder does. Contact webShine to learn more about Google AdWords and PPC.
Pay per click advertising via Google AdWords and Bing Ads is a great complement to your SEO efforts. Studies show that XYZ. Contrary to a few skeptics out there, running a pay per click campaign in Google AdWords will not impact your organic search results. PPC is not a part of the organic search algorithms.
PPC offers several great benefits:
- Immediate - Build a Google AdWords campaign, turn it on and you’ll drive traffic to your website right away.
- Measurable - You can track which keywords are driving traffic to your website, how much it costs and what the value is. Closing the loop on return on ad spend allows you to effectively allocate your ad spend.
- Control - You name the keyword. You set the budget. You write the ad text. You define the audience.
No, we don’t have a free trial. We are happy to schedule a demo with you to establish if Pathfinder SEO is the right solution for your business.