WHAT IS SEO?
Our talented staff has years of experience in keyword research, search engine copywriting, and keyword placement. The titles, meta tags, headers and alt tags we create for our clients always use the most effective keywords while still accurately describing a site’s content and purpose.
When optimizing a site, we search for broken links and redirects, as well as analyze the HTML code used to find errors that may impact search engine results. Most importantly, we work to increase your site’s search engine visibility by continually analyzing keywords rankings and monitoring your website’s use of them, ensuring that your web site tops the competition. We make sure your site has been submitted to all of the appropriate directories and search engines.
We also analyze and monitor inbound and connecting links, check site maps (xml, html), and examine and verify links connecting pages within your site. We check to make sure your site is using search engine friendly URLs and make recommendations concerning SEO friendly web site architecture.
A TYPICAL SEARCH ENGINE RESULTS PAGE
THE PAGE ABOVE HAS SEVERAL COMPONENTS:
- Local results: In this case, these are Google Map search results based on relevance (how well the local listing matches the searcher’s inquiry), distance (how close the listing is to the searcher or to the area being searched) and prominence (how well-known or prominent a business is based on the information Google currently has about the listing)..
- Organic results: This is the area where SEO will impact one’s ranking.
- Sponsored links or paid listings: This is the anchor to Google and all search engines, the place where advertisers “buy media,” also called “Search Engine Marketing.”
SEO is marketing by understanding both how search algorithms work and what human visitors might search for, to help match those visitors with sites offering what they are interested in finding. Some SEO efforts may involve optimizing a site’s coding, presentation, and structure, without making very noticeable changes to human visitors, such as incorporating a clear hierarchical structure to a site, and avoiding or fixing problems that might keep search engine indexing programs from fully spidering a site. Other more noticeable efforts involve including unique content on pages that can be easily indexed and extracted from those pages by search engines while also appealing to human visitors.
The term SEO can also refer to “search engine optimizers,” a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees of site owners who may perform SEO services in-house. Search engine optimizers often offer SEO as a stand-alone service or as a part of a larger marketing campaign. Because effective SEO can require making changes to the source code of a site, it is often very helpful when incorporated into the initial development and design of a site, leading to the use of the term “Search Engine Friendly” to describe designs, menus, content management systems and shopping carts that can be optimized easily and effectively.
SEO AND MARKETING
There is a considerably sized body of SEO practitioners who see a search engine as just another visitor to a site, and try to make the site as accessible to that visitor as to any other who would come to the pages. The focus of their work is not primarily to rank highest for certain terms on search engines, but rather to help site owners fulfill the business objectives of their sites. Indeed, ranking well for a few terms among the many possibilities does not guarantee more sales, but can certainly drive traffic and/or registrations. A successful Internet marketing campaign may drive organic search results to pages, but it also may involve the use of paid advertising on search engines and other pages, building high quality web pages to engage and persuade, addressing technical issues that may keep search engines from crawling and indexing those sites, setting up analytics programs to enable site owners to measure their successes, and making sites accessible and usable.
SEO, as a marketing strategy, can often generate a good return. However, as the search engines are not paid for the traffic they send from organic search, the algorithms used can and do change; there are no guarantees of success, either in the short or long term. Due to this lack of guarantees and certainty, SEO is often compared to traditional Public Relations (PR), with PPC advertising closer to traditional advertising. This is another reason SEO is often a sustaining marketing tactic. Increased visitors are analogous to increased foot traffic in retail advertising. Increased traffic may be detrimental to success if the site is not prepared to handle the traffic or visitors are generally dissatisfied with what they find. And the right kind of traffic is another criterion – to be sure, SEO tacticians include this in their planning and execution.
OPTIMIZING FOR TRAFFIC QUALITY
In addition to seeking better rankings, search engine optimization is also concerned with traffic quality. Traffic quality is measured by how often a visitor using a specific keyword phrase leads to a desired conversion action, such as making a purchase, viewing or downloading a certain page, requesting further information, signing up for a newsletter, or taking some other specific action.
By improving the quality of a page’s search listings, more searchers may select that page and those searchers may be more likely to convert. Examples of SEO tactics to improve traffic quality include writing attention-grabbing titles, adding accurate Meta descriptions, and choosing a domain and URL that improve the site’s branding