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Synchronicity was my first choice for the custom needs of our website rejuvenation. If you want a professional team with great values and honesty I would choose them. They are very flexible and have a knowledgeable team who can adapt to most any situation.
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Matthew Scanland
Virginia Tech

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Find out how we generated 118 marketing qualified leads in just six months.

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Anyone who has built and launched a website has likely encountered an oft-repeated acronym: SEO (search engine optimization). And while you might not have ever done SEO yourself, you've benefited from it in the past: Every day, search engines like Google employ complex algorithms to sift through more than 400 billion web pages and deliver the most relevant results.

Website owners like you use SEO techniques and strategies to get their websites to the top of the search results for relevant user queries. But SEO is not a one-time endeavor — Google and other search engines change often, and ongoing SEO ensures your website stays in front of the people you want to reach. Just as a physical storefront requires regular maintenance and updates to stay competitive, your website needs ongoing SEO to remain visible amidst the ever-changing digital landscape.

The ABCs of SEO: What is Ongoing SEO and Why Does It Matter?

Don't let the techy jargon intimidate you. HubSpot — considered one of the gold standards for SEO and digital marketing advice — defines SEO as simply a collection of strategies and tips that "expand a company’s visibility in organic search results'' and help "drive more visitors to the company’s website, increasing their chances for more conversions which leads to more customers and more revenue."

SEO Connects the Search Engine Algorithms With Your Website's Content

Regardless of your website's goal or industry niche, all SEO techniques have one thing in common: They look at ways to optimize your website's content, keywords, and links to help search engines rank your website higher in the search results when someone searches for something related to your keywords, content, or brand name.

According to HubSpot, SEO needs to address the key factors that all search engines use to determine the value of your website's content — and therefore how high in the search results your website or specific landing page should appear:

  • The intent or meaning behind why someone is searching for a specific term or question
  • The relevance between what someone searches for, and the content on your website
  • The quality of your content (for instance, a website about physical exercise written by certified personal trainers is deemed by Google to be higher quality than a website where the articles are written by non-experts)
  • The performance of your website, such as how long it takes a page to load and whether it works well on mobile devices

Static SEO Versus Ongoing SEO: Why It Matters to Stay Fresh and Keep Your SEO Updates Current

As users' web behavior changes and technology evolves, search engines proactively adjust their algorithms.

If you aren't conducting ongoing SEO maintenance and upgrades, a well-optimized website today can quickly become obsolete tomorrow, causing your search rankings to drop and attracting fewer organic visitors. Google itself updates its algorithms several thousand times per year, including significant "major" changes every few months that dramatically change how it crawls and ranks content. For example, Google's infamous Panda update changed how it ranked how-to lifestyle content on the Internet, causing one major content publisher to lose a whopping $6.4 million of traffic and advertising nearly overnight.

How Ongoing SEO Influences Your Website Strategy

Staying abreast of changes to SEO techniques and strategies provides important guidance to your content, marketing, and overarching website strategy. For example, it can dictate or influence:

  • How much content you publish, and the content's format, length, and focus
  • How you incorporate other forms of media on your website, including images, video, and audio
  • How you organize content on your site, including landing page layouts and your site's navigation
  • What keywords and target users your website focuses on

Embrace the Power of Ongoing SEO

Caroline Forsey, an expert in thought leadership and marketing content, looked at the survey results from more than 400 of the world's leading web analysts to predict the biggest SEO trends of 2024. According to her data, some of the top changes in SEO strategies this year include:

  • A heavier emphasis on expertise, meaning the content on your website should come from experts in your related field (including bylines and author bios that demonstrate the author's credentials and experience on the topic they're writing about)
  • A renewed emphasis on first-person, credible content, especially as more websites generate high volumes of low-quality AI content (Google itself has announced upcoming changes to tackle low-value articles created by AI)
  • A priority on websites that are deemed trustworthy, such as e-commerce sites with well-rated customer service, or content sites that do a good job of citing trustworthy research and statistics
  • Bonus points on content that is creative and original and doesn't simply rehash content found on other sites

Of course, these SEO trends will inevitably change every year, and ongoing SEO will keep you competitive no matter what Google, Bing, and other search engines do. No matter your website's industry or content strategy, ongoing SEO requires that you:

  • Focus on keeping your content fresh and high quality, including new blog posts or regularly refreshing and updating old product descriptions or articles
  • Conduct keyword research often, since the terms or phrases that your core audience uses will evolve over time
  • Maintain your website's overarching performance, such as mobile-friendliness as mobile devices evolve, and page load speed
  • Build a diverse portfolio of high-quality backlinks from authoritative websites within your niche, which may include outreach campaigns, getting others in your industry to write guest blogs, and participating in online forums or communities
  • Keep on top of technical and performance metrics, such as scanning your site for broken links (and fixing the links you uncover) and using tools like Google Analytics and Google Search Console to track organic traffic, keyword rankings, click-through rates, and conversion rates
  • Stay on top of algorithm changes so you can adapt your SEO strategy in real-time

Some website owners think of SEO as the first step of their promotional strategy. But it's less a first step, and more an ongoing journey to ensure you, your brand, and your content stay relevant in such a competitive atmosphere. Whether you choose to go it alone and take a DIY approach to SEO, or you choose to consult with a digital marketing and SEO agency, check in often and make sure your SEO evolves as the world around you evolves.

10/22/20, 10:06 AM

It's the stuff of CFO nightmares.

A late-night, coffee-fueled examination of the latest profit and loss (P/L) statement reveals a disturbing trend - sales are down. The cost of goods sold and operating expenses remain stable yet the declining sales are impacting net income, the bottom line. These realizations can't always be understood with a spreadsheet.


Fortunately, these nightmares can have happy endings with plenty of black ink.

Here's how to analyze your sales and marketing efforts to determine why sales are down and how to fix it.


Lack of Marketing and Sales Alignment

Siloed marketing and sales teams are often the culprits of downward trending sales. The ability to track leads with CRM software is established but underutilized. Here's a marketing and sales alignment checklist.

  • Lead Management - The core of CRM software is identifying, managing, and tracking leads. Leads originate in the form of a website visitor, contact form submission, referral, webinar attendee, outbound cold calls, etc. CRM and marketing automation tools allow teams to score leads based on their actions and interest level. This scoring system must be handled equally by marketing and sales teams. Marketing teams focus on converting marketing qualified leads (MQLs) to sales qualified leads (SQLs). Sales teams focus on treating leads correctly depending on where they are in the nurturing process.
  • Content Creation - Content marketing and asset creation is an essential marketing team function. But too often marketing teams produce content that is irrelevant for sales. Not every piece of content needs to be for sales reps, there must be a collaboration and a feedback loop between teams.
  • Department Structure - Marketing and sales collaboration requires the right structure. For instance, a CRM specialist (e.g. Salesforce Admin) can foster collaboration by generating reports for sales and marketing intelligence. Each team should be balanced with a similar number of higher-level executives. Team symmetry makes it easier to develop common goals.
  • Communication - Before making any investments or big changes, think common sense and simplicity. A lack of communication creates team silos. Marketing reps might not feel comfortable asking sales leaders for feedback, or sales reps might not be passing on customer feedback. A culture of communication and trust between teams is required.


Marketing Mishaps

Lower sales might be attributed to misguided or lackluster marketing efforts. Here's how marketing might be dropping the ball.

We know the importance of collaborating on content. Without that collaboration, marketing teams might be producing content with various issues.

  • Too much "top funnel" content. This means marketing is creating too much content for the awareness stage of the buyer cycle. This content informs, casts a wide net, and generally performs as compared to "bottom-funnel" sales-focused content. A balanced content approach is crucial because sales teams need product-specific content to nurture prospects.
  • Addressing the wrong type of customer. For example, marketing content is directed toward marketing directors, but sales need to explain to CTO's how the product integrates. Organizations must create customer personas then decide where and how content should be distributed.

Lastly, a marketing problem that hurts sales is a lack of competitive research and industry awareness. Sales teams are pitted against the competition every day. Marketing teams need to study competitor strategies and how rebuttals are handled. Copying competitor strategies will only make things worse, but marketing teams must understand the competitive landscape.


Sales Process Breakdowns

Sometimes sales issues aren't tied to data, analytics, or fancy strategy plans. They come down to human motivation. Sales teams are only as good as their compensation plans, training, and processes. Here's the starting framework for motivating salespeople.

  • Compensation plans - Commission structures must be easy to understand and provide consistent motivation. Comp plans should be monthly instead of quarterly to avoid "hockey stick" jumps in the final two weeks of a quarter. They should maximize motivation and loyalty without hurting the company's revenue. This balance requires deep research and adapting as necessary.
  • Meritocracy - The nature of sales is competitive with a built-in scale of success. Sales organizations that don't follow this standard usually fail to motivate their reps. Top reps won't stick around if they aren't compensated fairly, while lower-performing reps need some pressure applied to turn around the performance.
  • Training and Hiring - Creating a sales meritocracy is impossible without an organized hiring and training process. New hires must receive equal training information and ramp up time. Not all new hires will be good fits, but managers need to track turnover rates and keep training consistent. This is especially important as products or pricing change, sales teams need to be informed immediately.


Here’s How to Increase Sales


As noted, there are many factors that can determine why your organization’s sales are down. Assessing the dynamics of your sales and marketing teams is a great place to start when identifying the challenge areas.

At Synchronicity, we understand the importance of aligning your marketing and sales teams. We help our customers improve their internal processes to achieve maximum efficiency and communication within the organization. Combine our knowledge and experience with your hunger for sales to help you reach and exceed your goals.

Get started today!

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