SEO (Search Engine Optimization) can feel like an intimidating concept for many integrators, but as Jordan Littman, SEO Lead at One Firefly, shares in the latest Automation Unplugged episode, it’s a critical tool for growing your online visibility and generating qualified leads.

In this inaugural episode of our Marketing Experts series, host Ron Callis sits down with Jordan to explore the four pillars of SEO and actionable strategies integrators can implement to achieve measurable results. Whether you’re new to SEO or looking to refine your current efforts, this conversation offers valuable insights to set you on the right path.

Why SEO Matters for Integrators

"SEO is the concept of getting your business found on Google or other search engines,” Jordan explains. Unlike Google Ads, which disappear when you stop paying, SEO is about creating lasting visibility for your website. For integrators, this visibility is vital for capturing referrals and attracting new customers who may not yet know your business.

Jordan emphasizes, “What are you doing to ensure that you show up when someone Googles your business? If you’re not showing up, they’ll go to someone who is.”

The Four Pillars of SEO

Jordan breaks down SEO into four core components that work together to maximize your online success:

1. Local SEO

Local SEO ensures your business appears prominently in your target area. This involves optimizing your Google Business Profile with accurate contact information, service areas, and customer reviews. For example, Texadia Systems, a One Firefly client in Dallas, saw a 70% increase in organic search impressions by focusing on local SEO.

2. On-Site SEO

Your website needs to speak to your audience and Google. Jordan explains the importance of creating keyword-rich, relevant content that resonates with search engines and visitors. For instance, Texadia’s focus on “boardroom audio video Dallas” resulted in a 20% increase in average search ranking positions.

3. Off-Site SEO

Backlinks—or links from other reputable websites—serve as “votes of confidence” for your site. Google sees backlinks as a sign of trustworthiness and authority, boosting your rankings in search results.

4. Technical SEO

This pillar focuses on the user experience: site speed, mobile responsiveness, and the absence of errors like broken links. “You want your website to load quickly and provide a flawless experience,” says Jordan. Neglecting this can result in lost traffic and lower rankings.

Navigating SEO in 2024 and Beyond

Jordan notes the impact of AI and “zero-click” searches as search behavior evolves, where users find answers directly on Google without clicking through to websites. While this trend poses challenges, it also underscores the need for a well-rounded SEO strategy.

With AI-driven changes, Google prioritizes “EEAT”—Experience, Expertise, Authority, and Trustworthiness. This means that, beyond technical optimizations, integrators should focus on building credibility. “Highlight your projects, customer reviews, and local expertise,” Jordan advises, as these factors help Google view your website as an authoritative source.

Texadia Systems: A Local SEO Success Story

One of the standout examples Jordan shared was Texadia Systems, whose focus on local SEO delivered measurable results. By optimizing its Google Business Profile with targeted keywords, detailed service areas, and customer engagement through review responses, Texadia achieved the following:

• 70% growth in organic impressions for local search terms.

• 20% increase in average search position for key terms like “boardroom audio video Dallas.”

These results demonstrate the power of a focused local SEO strategy in driving visibility and building trust among potential customers.

A Lasting Strategy for Integrators

While SEO results may take time, Jordan reassures integrators of the long-term value: “SEO is not a set-it-and-forget-it process. When you practice it consistently, you see real growth.”

Listen to the Full Episode

This episode of Automation Unplugged is packed with insights on SEO and strategies to boost your business’s online presence. Listen to the full episode to dive deeper into these tactics and learn more about how to optimize your business’s SEO for 2024.

Quote from Jordan: “SEO is about staying relevant, not just for the people referred to you, but for those new clients who don’t know your name yet but need the solutions you provide.”

Want to Learn More?

For more tips on enhancing your online visibility, explore our 5-Minute Marketing Workshops, which includes an in-depth, 7-part series dedicated to SEO strategies.