Search Engine Optimization or SEO is the process of optimizing a website, in terms of design and the strategic placing of relevant key phrases within your content as well as other factors in effort to improve visibility and rank higher on SERPs (search engine result pages) such as Google, Bing and Yahoo*. The most important step in for ranking higher in search engines is to create content that is truly useful to humans – not what one might think for purely search engine results. The goal is to increase the volume and quality of traffic to your website providing inexpensive advertising, and greater brand awareness.
We look for viable search terms using keyword management tools. Having found a good candidate (e.g. one that gets a high number of searches but has low competition), we author (or suggest placements within your content) that maximizes the chance of your page being ranked high for that specific phrase (a.k.a. on-page optimizing). To optimize the page, we add these the exact keyword phrases in specific locations within your page in an ‘organic’ or natural way, so that the text makes sense to your readers … and to the ‘bots’ that the search engines use to scour your page for content. We show you how to track monthly performance for each keyword phrase. This process is repeated for each strategically targeted keyword phrase. SEO is an ever-changing technology that can be quite complicated.
Many factors influence search engine rankings: the age of the site – established sites are seen as more credible, all things being equal, the number of pages, how frequently new content is added or updated – indicative of site ‘vitality’, and the popularity as reflected by the quantity of inbound links – incoming links from other sites to yours. It takes time to achieve top rankings, but careful SEO pays off over time with increased traffic and measurable conversions such as email list signups, form inquiries, and eCommerce sales.
- Use relavent phrases people commonly search
- Strategically place them on your web site pages
- Encourage the use engaging and useful content, to attract more incoming links over time
Of course, there is a lot more to optimizing your site’s pages, such as site structure, navigation links, page names, alt tags, and very important is social marketing using Twitter, FaceBook etc., (which we can help set up) but these are a few of the basics.
* Search Engine Watch ranks Google as the number #1 Search Engine and Bing as number #2. Bing, formerly MSN Search aligned with Yahoo. Yahoo rates #3.
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