SEO: The Layered Strategy Approach?

May 21, 2010 Mark Goldsberry

Search engine optimization (SEO) is a very complex concept. However, it is important to realize that in spite of this fact, it should be considered as being a very important aspect of an overall interactive marketing initiative. Why? Quite simply because your prospective clients trust the search engine service providers like Google, Yahoo, and Bing.

As a busy agent you may not be aware of the unprecedented paradigm shift that has been occurring in your industry. This paradigm shift is the ever growing transition of traditional marketing expenditures moved over to interactive marketing expenditures.

One dynamic of interactive marketing is SEO. A prudent surface level approach to SEO strategy needs to communicate the often complex dynamics in a way that provides clarity. One way to achieve this is by what I call the Layered Approach.

So how does the Layered Approach work? Well the approach is broken down into logical dynamics that when put together are very easy to understand. Here is the approach:

Layer #1: Achieve maximum exposure. This means a goal of getting to the first page of the search engines. This is critical because if your listing is not on the first page you do not have the very best chance of being discovered. Research tells us that less than15% of searchers go past the 2nd page of results (source: Georgia Institute of Technology). Therefore, getting to the 1st page is imperative.

Layer #2: Make your listing stand out. Now once you have achieved that coveted 1st page ranking, what is it about your snippet or listing that is likely to compel someone to click on yours instead of another listing? The answer lies in just exactly how well your title tag and meta tag has been designed. If your listing does not have a call to action and/or some sort of hook, it is less likely to be chosen. Take time to really think about what it is that you bring to the table in terms of a unique value proposition in your market. Be sure to make it clear and concise. You only get a limited amount of space in this listing so make sure you are achieving the highest level of efficiency possible.

Layer #3: Provide an easy to acclimate environment. Now that your visitor has arrived, what is it that is going to make them stay a while and check out what you have to offer? This is difficult to control but there are some things you can do to raise your chances of keeping the visitor's attention and preventing a high bounce rate metric. Here are some questions to consider:

  • Does your site offer a clear call to action?
  • Is it professional?
  • Is it easy to navigate?
  • Does it provide click efficiency?
  • Does it effectively communicate your value proposition?
  • Does it provide a logical navigation menu?
  • Is the content practical and have the potential to satisfy your visitors pain points?
  • How fast do your pages load?
  • Does it provide dynamic up to date content?


The Layered Approach strategy enables you to be able to grasp the initiative in a way you can understand. If you are looking for just the right SEO marketing strategy for your agency, please feel free to call Mark Goldsberry for a FREE consultation at 800-383-3482 x160.

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About the Author

Mark Goldsberry

Mark has been in sales and marketing consulting for more than 15 years. Prior to joining ITC, Mark provided marketing coaching and consultation to independent mortgage brokers and loan officers across the country. Mark joined ITC in 2009 as regional sales manager and advanced SEO specialist. He is now the director of digital marketing sales at ITC and has played an instrumental role in the research and development of ITC’s award-winning advanced Internet marketing services. Mark has presented on ITC and its advanced Internet marketing services at industry events across the country. He is a graduate of the University of Oklahoma.

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