Search Engine Optimization (SEO)
Organic Search Results
SEO is generally thought of as the process by which a web site shows up prominently for free when someone does a keyword search online. (In Google, for example, not to be confused with the two or three horizontal paid sponsored link listings that often appear top of their page search results, or the Local Listings that now appear so prominently on the first page of Google, nor the multiple other “pay per click” sponsored link ads that appear right side of Google page search results.)
The organic search results display those web site/URL addresses that Google, or Yahoo, or MSN (there are literally hundreds of search engines on the web) themselves deem to be most relevant to the actual keyword search submission. The search engine, and the algorithms and other criteria it uses to determine which web pages are placed highest, tries to bring up the best and most accurate “finding” it can. It is important to understand here a very basic concept of SEO, and that is that the search engines don’t find web sites, per se, they find web pages. Theoretically, any page on a web site can be optimized to get just as good results as a web site Home Page (in terms of unique visitors) if well optimized.
Here are some basic elements and processes by which SEO is comprised:
• Keyword phrase research - Determining what keyword searches, or keyword phrases, or even "long tail searches" people use (enter on the keyboard) to find an answer to their problem.online. It is possible to get very accurate information as to exactly what terms and keyword phrases are being searched online and of relevance to your business and geographic area.
• Content Building – Content rich web sites, those rich in keyword density, that also provide meaningful and useful content for the unique visitor most often have a considerable advantage over “skinny” sites. Less is not more when it comes to content on your web site. When building your site, ideally you would like to have a Project Manager, Content Writer, Search Engine Optimization Specialist, and Designer helping you with your project. What is most important is that content writer and SEO guru “be on the same page, literally.” They work together to make sure your site has proper keywords, keyword density, geographic descriptors in the text, and that the Title Tags on each page are done correctly for best optimization. This includes adding Metatag data descriptions, proper coding, and unique Title Tags on each page of your web site. Phil Anderson Internet Marketing is a boutique style consultancy. Mr. Anderson works closing with his clients to ensure best possible results for their investment.
• Metatags - The metatags are a vital part of making sure the search engines "understand" and “trust” your Web page.
• Cross-linking or Internal linking – Sensible linking within the Web site to other internal pages on your site helps the search engines scan (or, "spider") your site for relevant content and keyword density, and when done correctly provides a wonderful utility for the visitor to your site.
• Inbound Links – Inbound links help deliver visitors to your web site. Many webmasters and web marketers go to great lengths to achieve as much "free advertising" links as possible, but beware, this can actually have a very negative impact on your search ranking results. Links from a web page with non-relevant content or substance can actually have negative impact on your overall search ranking. It is important to know who is linking to your site. Creating an effective inbound link strategy is a process and not an event. Stay away from link farms. They will hurt your business. But you can’t have too many “good links” linking to your site. Developing a sound inbound link strategy is part of “external search engine optimization,” as opposed to “internal search engine optimization,” which consists of work done before “publishing” your site. Most inbound linking is done after the site is released to the web. Internal SEO components include the content on your site, the Title Tags, Metatags, Coding, on so on, everything “under the hood,” so to speak.
• Traffic Reporting – Determining who is getting to your site and how is of great importance. But don’t get too caught up in the numbers for now. Good SEO is about getting more clients, or better clients ... not visitors. It is important you get the right prospects to your site and online traffic reporting tools enable us to monitor site performance and SEO effectiveness. Traffic Reporting Tools enables us, among many other things, to look at the number of visitors to your site, the actual search engine used, and actual keyword phrase entered to find your site, referring URL addresses, Entry Pages to your site, and so on. Bottom line is we keep tabs on which pages are working and which may need some adjustment or "refresh." Web analytic software enables us to keep your web site finely tuned. If a page is not performing well, for example, the traffic reports will bear this out. We refresh pages as necessary, to get our clients best traffic results.
• Maintenance - On-going SEO maintenance makes sure that over time your Web site will have the best opportunity for high search ranking. There is no cookbook recipe for being "number one" or “page one” in the organic search results. Though very possible and quite likely in most all instances ... ... any person or company that promises you first page of Google results should be told, "Don't forget your hat as you head out the door." A SEO professional can only "stack the deck" in your favor when it comes to page one organic search engine results.
“Developing a dominant web presence is a process and not an event.” Barry Ratto, FindLaw, 2003
Having a dominant web presence can only be achieved with consistent and sound Search Engine Optimization monitoring. This includes Internal and External SEO.
Ask yourself … are you happy with your web presence now?
Are you pleased with your current vendor?
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Phil Anderson has worked with literally hundreds of small businesses in the Bay Area and Central Illinois including Napa, Fairfield, Vallejo, and Peoria | East Peoria. Now with offices in Sunnyvale, CA and Peoria, Illinois.