The SEO landscape in 2017 was marked by a shift toward more holistic and user-centric strategies, as reflected in the services and approaches of several leading U.S. agencies. These agencies focused not only on traditional ranking factors but also on user experience, brand storytelling, and technical optimization. This article explores key insights from SEO agencies active during this period, covering on-page SEO, technical SEO, off-page strategies, and the tools they utilized. The findings are based solely on the source material provided.
On-Page SEO Strategies
On-page SEO in 2017 emphasized the importance of content quality, keyword research, and relevance to user intent. Agencies such as NinjaPromo and PBJ Marketing highlighted the need for content that not only targeted keywords but also told a compelling story that resonated with audiences. NinjaPromo, for example, integrated SEO with immersive storytelling to create content that engaged users and drove traffic. The agency’s approach involved understanding the client’s brand, target audience, and industry landscape before crafting content that balanced search engine optimization with user engagement.
Similarly, PBJ Marketing focused on combining keyword research with brand positioning to create content that was both search-friendly and aligned with the client’s business goals. This dual focus ensured that content was not only optimized for search engines but also relevant and valuable to the target audience.
The source materials also indicate that content creation was becoming more collaborative. Agencies like Lyfe Marketing worked with clients in diverse industries—such as the chocolate manufacturing and brokerage sectors—to ensure that the content was tailored to the specific needs and audiences of each business. This personalized approach helped improve content relevance and, in turn, search performance.
Technical SEO Considerations
Technical SEO in 2017 was a critical component of any successful SEO strategy. According to the source data, several agencies emphasized the importance of ensuring that websites were crawlable, indexable, and optimized for speed. Varvy SEO Tool, a free tool mentioned in the source, was frequently used to audit websites for technical issues such as blocked crawl access, sitemaps, and page speed. The tool provided actionable insights, helping webmasters fix issues that could otherwise prevent their content from appearing in search results.
Additionally, the source materials highlight the use of canonical tags in e-commerce environments. Shopify, a platform referenced in the sources, automatically added canonical tags to prevent duplicate content from appearing in search engine results. This helped ensure that the most relevant version of a page was indexed, improving the chances of ranking well.
Other technical considerations included the importance of XML sitemaps and secure connections (HTTPS). Agencies like IT-Geeks and Saffron Edge were involved in developing websites that adhered to technical best practices, including ensuring that all pages were properly indexed and that website performance was optimized for speed and security.
Off-Page SEO and Link Building
Off-page SEO in 2017 centered around building high-quality backlinks and leveraging influencer content to enhance credibility and authority. According to the source, Lyfe Marketing and Genie Crawl worked with clients in diverse industries, including food service and tourism, to build backlinks from authoritative domains. These efforts were aimed at improving domain authority and, by extension, search rankings.
An important off-page strategy mentioned in the source was the use of influencer collaborations to enhance E-E-A-T (Experience, Expertise, Authority, Trustworthiness). The source indicates that Google was beginning to place greater emphasis on the credibility of content creators, and inviting industry experts to contribute to content helped improve trust and visibility in search results.
For example, agencies were advised to collaborate with professionals who had recognized qualifications, substantial social media followings, or bylines in industry publications. This not only improved the credibility of the content but also attracted more traffic from users who trusted the expertise of these contributors.
SEO Tools and Technology
The SEO agencies active in 2017 used a mix of free and paid tools to conduct audits, track performance, and optimize websites. Among the free tools, Varvy SEO Tool was widely used for identifying crawl errors and technical issues. Additionally, Surfer Chrome, Screaming Frog, and MozBar were used for on-the-go SEO research, sitemap analysis, and finding crawl errors.
For paid tools, Moz, Ahrefs, and SEMrush were among the most popular. These platforms provided advanced capabilities for keyword research, backlink analysis, and competitor tracking. For instance, Moz was noted for its keyword research tools, while Ahrefs offered a complete suite for SEO audits and competitor analysis. These tools allowed agencies to track performance, identify gaps, and refine strategies based on real-time data.
E-commerce platforms like Shopify also played a role in SEO. As noted in the source, Shopify’s built-in features automatically handled canonical tags and XML sitemaps, reducing the technical burden on webmasters. Additionally, the integration with Google Merchant Center allowed Shopify users to upload product data and increase visibility in Google Shopping results.
Local SEO and Business Visibility
While the source data does not provide extensive information on local SEO strategies specific to 2017, it does mention agencies such as EZ Rankings and Genie Crawl, which offered SEO services to clients in diverse industries, including food service and travel. These agencies likely incorporated local SEO techniques such as optimizing for location-based keywords, managing online reviews, and ensuring NAP (Name, Address, Phone Number) consistency across directories.
Genie Crawl, for instance, worked with clients like Subway and Papa Johns, which are national chains with a strong local presence. This suggests that the agency may have implemented strategies to ensure that local branches were easily discoverable in search results and map listings. However, specific details about local ranking factors or the impact of citations are not provided in the source data.
SEO Agencies and Their Specializations
The source data highlights a variety of SEO agencies operating in the U.S. and beyond, each with distinct specializations and approaches. For example:
- NinjaPromo focused on storytelling and user engagement as part of its SEO strategy.
- Saffron Edge provided a holistic approach to SEO, combining website design, content marketing, and brand building.
- IT-Geeks specialized in e-commerce and mobile app development, offering technical SEO support for clients like Lashify and CapelliSport.
- Krish TechnoLabs emphasized keyword research and content creation, helping clients like Nestle and bioiQ improve their search visibility.
- PBJ Marketing combined SEO with digital marketing strategies, including web design and email marketing.
- Genie Crawl provided SEO and PPC services to clients in the food and tourism industries.
These agencies demonstrated a range of capabilities, from technical SEO and content creation to link building and brand positioning. Their ability to adapt to the evolving SEO landscape in 2017 allowed them to deliver results for clients across multiple industries.
Conclusion
The SEO strategies and services offered by agencies in 2017 reflected a growing emphasis on user experience, content quality, and technical optimization. On-page SEO was no longer just about keyword placement but also about creating engaging and relevant content. Technical SEO was essential for ensuring that websites were accessible and performant. Off-page strategies focused on building authority through high-quality backlinks and influencer collaborations. The use of SEO tools—both free and paid—helped agencies audit and improve websites efficiently.
While the source material does not provide detailed data on specific algorithm updates or local SEO tactics, it offers a snapshot of the key themes and strategies that were shaping the SEO industry in 2017. These insights remain relevant for U.S. businesses looking to improve their online visibility and stay competitive in the digital marketplace.