Understanding SEO


Good-bye Yellow Pages, Hello S-E-O

Of course you know SEO stands for “search engine optimization”, now what?

One thing is certain, if your website is not search optimized, your customers will be finding…your competition!

In its simplest form SEO is the wiring, the architecture and foundation on which your website’s organic visibility and search ability is dependent. Without a well orchestrated strategy there is little chance of any pages ever being found by customer’s search terms. The reason, there is another customer…the search engines (SEs).

 

Three Types Of Search Listings:

  • Block type ads across the top and right-side column – These are paid ads and have nothing to do with content relevancy, just how much someone was willing to spend.
  • “Places’ ads with alphabetical icons, addresses and maps – Just below the paid ads these are the newest and hottest ads that frequently customers don’t even know exist but are not always accurate.
  • Search results with bolded keyword in text – Called organic because they are the result of a website’s content over time growing in relevancy and popularity.  Organic growth is the foundation of long-term success.

The SEs are committed to providing the searching customer with what they are “searching for”.  If the SEs determine there is little or no relevancy between the keyword being “Googled” and the landing page’s content the result will be a low quality score, meaning you have achieved invisibility!

 

Level OneSearch Visibility Fundamentals

This is the foundation of every website’s search optimization strategy. Everything else that follows on this page compliments these building blocks to achieving search term visibility status.

  • Primary Goal Keyword Discovery
  • Competitor Analysis
  • Page Title Tags
  • Meta Data
  • Google analytics
  • Google Webmaster Suite (including sitemap)
  • Google, Yahoo & Bing SE Submission
  • Site Search Visibility Audit  (for existing sites > 12 mos. old)

 

Level Two – Establishing A Regional Identity Via Local Search

If you operate a brick & mortar business, multiple locations or are a Service or Professional organization that covers a defined market this is the most cost-effective way to get found by customer on-line searches. Beyond the initial set-up there are no costs incurred to have your ads being shown or clicked on. Highly flexible, these types of ads can be edited in real-time to reflect seasonal or market driven merchandising opportunities.

  • Google Local (aka, Places & Maps), Yahoo & Bing Search Submissions
  • Niche Search Directories such as Yelp, Merchant Circle, Angie’s List, Local.com, ServiceMagic & SuperPages

 

Level Three – Jump Start Your Search Traffic With Pay-Per-Click Advertising

The fastest way to get significant search traffic is with pay-per-click (PPC) ads. Although there are costs incurred every time your ad is clicked on, you control the budget and daily spend. This type of advertising is particularly valuable for new websites and those lacking significant content.

Pay Per Click (PPC) Advertising can be created in either:

  • Google Adwords –
  • Facebook Ads

Level Four – Link Building

  • Press Releases
  • Article Distribution
  • Forum Marketing
  • Directory Submission
  • Video Marketing

Level Five – Social Media, Joining The Conversation

  • Facebook
  • Youtube
  • Twitter
  • LinkedIn

SEO Life Cycle

Regardless of the depth of SEO development you decide on, realize that it is a marathon not a sprint.  There are few short-cuts, aside from Pay-Per-Click that will result in achieving high search visibility and long-term goals of customers finding you. Just as fresh, relevant content is the backbone of a website‘s organic growth, SEO should be an on-going cycle of:

  • Analysis
  • Strategy Development
  • Execution
  • Reports
  • Maintenance & Strategy Review
  • Analysis (New Opportunities)