The goal of search engine optimization is to have the search engine spiders not only find your site and pages but also specifically rank the page relevance so that it appears at the top of the search engine results. The process of optimization is not a one-time process but requires maintenance, tuning, and continuous testing and monitoring.
Once you have a professionally designed, eye catching and well branded website, how do customers and potential clients find it? When people embark on an organic search on the internet, they type in some keywords and see what pops up on the results listing. If your website doesn’t appear on the first page or two of the results, your website is essentially hidden. If your website isn’t optimized for the search engines then you are missing out on a lot of traffic.
We offer an effective Search Engine Optimization (SEO) service for your website to ensure it ranks highly in the search engine results. SEO is an art and best left to the professionals because the search engines, such as Google, Yahoo and Bing, use incredibly complicated ranking algorithms to decide which website most closely matches the search words.
We know how to create SEO friendly copy using appropriate keywords for your target market. You may vaguely recall hearing the buzz words ‘keyword density’ but we understand the importance of getting a good balance between the number of keywords used in a page of text, and the overall ease of reading for the visitor. Some people think the more keywords the better, but ironically too many keywords will signal to the search engines that you have poorly constructed content – and in their opinion your website won’t deserve to get a boost up the rankings. And if your content is a difficult read for the visitor they won’t visit your website for long.
We also appreciate how your keywords should be used in the URL address for each page of your website and in your website’s meta titles and meta descriptions. We will carefully construct links within your website. All of these elements are important to get you the best rankings possible.
Blogs and articles are also useful for SEO when written correctly: perfectly constructed, grammatically correct, appropriate use of keywords and of sound, interesting content. These articles will be crawled by the search engines when they are looking for new and updated pages on websites which will then be taken into consideration by the ranking algorithms. And of course a great article will be appreciated and enjoyed by your visitors. As part of our SEO service we can write articles and blogs on your behalf to post on your website
Another important area of SEO is that of inbound links, also called backlinks. Put simply, this is when an external website links back to yours because they have found something of interest that they wish to share with their own visitors. It’s like an endorsement of your website. Some search engines, such as Google, give more credit to websites with lots of inbound links and push them up the result listing. But not all inbound links are created equal. While an inbound link from a national newspaper or a relevant authority in your field is an excellent quality inbound link, those from unrelated businesses or from ‘undesirable’ websites such as a gambling site can count against you.
Those blogs and articles also have a second purpose – they can be posted on your social media pages to encourage others to share them, thus creating an inbound link. We can help write press releases about newsworthy items to send to the media who may like your news and run with it. There are many other ways to create inbound links such as posting videos on YouTube or issuing white papers. We have the expertise to guide you through the whole process and can also set up your social media presence on Facebook, Twitter, LinkedIn and the like.
SEO is an on-going process and we can monitor the presence of your website using a host of analytical tools available. By understanding which pages of your website are of interest to your visitors and how well your call-to-action steps are being followed, we can modify the website to make it perform remarkably well.
Just call us on 592.648.5537 if want your website to rank highly in the search engine results.
4 Step Process for SEO
Step 1: Target Market Business Analysis
Website analysis. Analysis of meta sets/keywords, visible text and code to determine how well you’re positioned for search engines. For example, how much code do you have on a page compared to text?
Competitive analysis. Examination of content keywords and present engine rankings of competitive websites to determine an effective engine positioning strategy. Pick the top five results in the Google listing results to begin this process. Expand as necessary. Use tools such as Semrush.com and Keywordspy.com.
Initial keyword nomination. Development of a prioritized list of targeted search terms related to your customer base and market segment. Begin with this: What would you type into a search engine to find your business website or page? Then, ask your customers!
Step 2: Keyword Research and Development
Keyword analysis. From nomination, further identify a targeted list of keywords and phrases. Review competitive lists and other pertinent industry sources. Use your preliminary list to determine an indicative number of recent search engine queries and how many websites are competing for each keyword. Prioritize keywords and phrases, plurals, singulars and misspellings. (If search users commonly misspell a keyword, you should identify and use it). Please note that Google will try to correct the term when searching, so use this with care.
Baseline ranking assessment. You need to understand where you are now in order to accurately assess your future rankings. Keep a simple Excel sheet to start the process. Check weekly to begin. As you get more comfortable, check every 30 to 45 days. You should see improvements in website traffic, a key indicator of progress for your keywords. Some optimizers will say that rankings are dead. Yes, traffic and conversions are more important, but we use rankings as an indicator.
Goals and Objectives. Clearly define your objectives in advance so you can truly measure your ROI from any programs you implement. Start simple, but don’t skip this step. Example: You may decide to increase website traffic from a current baseline of 100 visitors a day to 200 visitors over the next 30 days. Or you may want to improve your current conversion rate of one percent to two in a specified period. You may begin with top-level, aggregate numbers, but you must drill down into specific pages that can improve products, services, and business sales.
Step 3: Content Optimization and Submission
Create meta tags. Meta description tags can influence click-throughs but aren’t directly used for rankings. (Google doesn’t use the keywords tag anymore.)
Place strategic search phrases on pages. Integrate selected keywords into your website source code and existing content on designated pages. Make sure to apply a suggested guideline of one to three keywords/phrases per content page and add more pages to complete the list. Ensure that related words are used as a natural inclusion of your keywords. It helps the search engines quickly determine what the page is about. A natural approach to this works best. In the past, 100 to 300 words on a page was recommended. Many tests show that pages with 800 to 2,000 words can outperform shorter ones. In the end, the users, the marketplace, content and links will determine the popularity and ranking numbers.
Develop new sitemaps for Google and Bing. Make it easier for search engines to index your website. Create both XML and HTML versions. An HTML version is the first step. XML sitemaps can easily be submitted via Google and Bing webmaster tools.
Submit website to directories (limited use). Professional search marketers don’t submit the URL to the major search engines, but it’s possible to do so. A better and faster way is to get links back to your site naturally. Links get your site indexed by the search engines. However, you should submit your URL to directories such as Yahoo! (paid), Business.com (paid) and DMOZ (free). Some may choose to include AdSense (google.com/adsense) scripts on a new site to get their Google Media bot to visit. It will likely get your pages indexed quickly.
Step 4: Continuous Testing and Measuring
Test and measure. Analyze search engine rankings and web traffic to determine the effectiveness of the programs you’ve implemented, including assessment of individual keyword performance. Test the results of changes, and keep changes tracked in an Excel spreadsheet, or whatever you’re comfortable with.
Maintenance. Ongoing addition and modification of keywords and website content are necessary to continually improve search engine rankings so growth doesn’t stall or decline from neglect. You also want to review your link strategy and ensure that your inbound and outbound links are relevant to your business. A blog can provide you the necessary structure and ease of content addition that you need. Your hosting company can typically help you with the setup/installation of a blog.