The alignment of key performance indicators (KPIs) used by your agency with your business goals is crucial for success in SEO. The methodology and tools used by your agency also play an important role. Proprietary reporting software and tools that you can control give you more insights. Google advises caution when working with agencies that promise specific keyword rankings. At Travlrd, we use data which originates from Google Analytics and Google Search Console to evaluate the success of your SEO campaigns, by measuring organic search traffic, visits, and conversions. We also provide access to our clients to an SEO tool called "Zutrix" where they can track the ranking of their website for several keywords.

Organic SEO involves improving your website's ranking in Google's search results through tactics such as creating valuable content, earning relevant backlinks, and having a well-designed website. On the other hand, Paid Search or PPC advertising involves paying Google for each click on your ads. Organic SEO takes time to yield results, but they are long-lasting while PPC provides instant results but stops as soon as payments stop. Both Organic and Paid SEO have their own advantages which are dependent on the niche, resources, and business goals. It's also important to consider that running both organic and paid searches together can bring added benefits as they target the same users and keywords and the data shared between the two channels contribute to better overall results. Moreover, it's worth remembering that Google does not guarantee to rank with SEO, so choosing the right KPIs is crucial for SEO campaigns. Additionally having a great website and good content are always helpful, but not mandatory for Paid Search.

One of the most significant benefits of SEO is its long-lasting effect, compared to other forms of advertising such as physical billboards or PPC advertising. At Travlrd, we ensure that the work we do for you, including design, development, and writing, is fully yours. Some agencies may opt for paid affiliate strategies, such as buying links for their clients' websites as it can be a quick and cost-effective way to get results, but it is important to be aware that buying links is against Google's terms of service and the links will disappear once you stop paying. Here at Travlrd, we focus on building lasting connections and increasing brand awareness for our clients through organic means. Additionally, it's also worth remembering that creating content that is link-worthy is essential for earning links organically rather than buying them.

There are several factors to consider when choosing which keywords to focus on for your SEO efforts. Some of the most important ones include:
1. Relevance: The keywords you choose should be relevant to the content on your website and the products or services you offer.
2. Search volume: Keywords with high search volume generally have more potential to drive traffic to your site.
3. Competition: Choosing keywords with the lower competition will be easier to rank for, and more targeted
4. Buyer intent: Consider keywords that indicate the user is ready to buy a product or service.
5. Long-tail keywords: Long-tail keywords consist of several words and are more specific than short-tail keywords. They are also less competitive and have a lower search volume but can drive highly qualified leads.
6. LSI keywords: Latent semantic indexing (LSI) keywords are related words or phrases that search engines use to understand the context of the content. Incorporating LSI keywords can help search engines understand the overall topic of your content and boost your rankings.
It's also important to regularly monitor the performance of your keywords, adjust them and track the progress. 

We use a variety of tools to enhance your website's performance and lead to SEO success. Some of the best SEO tools we commonly use include Google Analytics, Google Search Console, Ahrefs, SEMrush, Moz Pro, Majestic, Zutrix, NeuronWriter and Ubersuggest. These tools provide valuable data on keywords, backlinks, traffic, and competitors, which allow us to make informed decisions about your website's SEO strategy. Additionally, they help us identify any technical issues that may be negative google ranking factors, and make necessary adjustments to improve your website's visibility on search engines. Our team is also constantly researching and experimenting with new tools and techniques to ensure that we're providing the best possible service to our clients.

While we do not currently have a specific SEO guide, we do make sure to provide the basics of SEO education to our clients about the latest best practices and strategies during our meetings with them. If you have specific questions regarding SEO tactics, we would be more than happy to help clarify them. However, for learning SEO fundamentals from scratch, we recommend exploring a variety of resources such as watching videos on YouTube, searching for informative articles and tutorials on Google, and even taking a course on the subject as the basics of search engine optimization is a constantly evolving field and it is essential to stay up to date with the latest information and trends.