What is Search Engine Optimization? Search Engine Optimization or SEO is simply put, the process of improving the visibility of a web page in the search engines. It sounds fairly straightforward. However, SEO takes into consideration how the search engine works, what people are searching for, and then coding the web pages within the website to target those principals.
The best way to accomplish all of this is to ultimately design the website with SEO in mind. It is much easier than going back to a web page that has already been developed and then making changes to the page to meet the principal needs of the target audience. As we develop your website, we are going to ask you questions directly related to your industry such as common buzz words or phrases that your industry often uses. For example in the automotive parts industry, the term “carb” or “edel carb” refers to a car’s “carburetor”, or more specifically an “Edelbrock carburetor”. In that industry, those buzz words are used often enough that they should be used within the keywords for the website so that potential customers ca reach your website in the search engines if they were to type it in while searching. Another good example of SEO at work is through the use of part numbers. In the same industry examples from above, potential customers will most likely search for the product they need online by using the manufacturer’s part number. In the case of Edelbrock, they may choose an EDE-5420. They may type it in as “EDE-5420” or “EDE 5420” (with a space in between) or “EDE-5420” (with a dash). As a SEO expert, you have to prepare for either. In this case, the following at Google occurred:
Now, the customer might also search for the same product using the manufacturer name along with the part number as “Edelbrock EDE5420”. In this case, it brought up the exact same web page for this same company. The important thing is that the company maintains the top placing for this product no matter how you type it in at Google. Here is the example:
The web developer designed the website correctly, and was able to obtain top placing for this product either way that it was searched. In this example, as with about 95% of the Edelbrock automotive parts that J & M Speed Center carries, they maintain the top search engine placings. The same can be said for about 90% of the automotive parts they carry online. This is one of our clients.
Within the SEO industry, this type of work is considered an art form. It takes careful planning and work to make this happen consistently throughout a website. Any good business professional knows that advertising is the key to success. SEO employs a method which acquires this advertising on the search engines FREE of charge. You pay Google absolutely nothing for this type of advertising. It is through the process of what is called an organic search, or as Wikipedia defines it, “listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements”.
As we develop your website, we will employ methods that will reduce the amount of time that it will take to fully optimize your website for the search engines once it goes live. Your website will need constant attention if you want to stay at the top of the search engine results long term, as hundreds of others commonly referred to as your competition, will be trying their best to take those top listings away from you. We will employ methods to keep those results for you, thus helping you continue to benefit from the revenue created by it. It is up to you, as a company, to continue to make your online pricing model competitive enough to secure the sale once we help drive the traffic to your website. It is extremely important that you stay competitive. Otherwise, no matter how much traffic anyone drives to your website, you will not succeed. The one thing you MUST remember about Internet shopping… People on the Internet are going to price shop for their products! It only makes sense.
These are the basics of search engine optimization. Internally, our staff develops your website pages in a manner in which search terms like the ones used above are intentionally included within the page. They are also included throughout your website, pointing back to that specific page, over and over. This creates what the search engine sees as relevancy. In turn, the search engine then uses that relevancy to create what is called a page link popularity score. Each page on each website is given a score. Those scores are taken as a whole and when the search terms are used at by someone on the Internet, they are listed in order of popularity from one to infinity.
In a sense, it is as simple as that. The process of obtaining and maintaining top listings on Google and other search engines is another story. That is why when you find a company who can do what we have shown you above, keep them. Those skills matched with our next method of advertising your website, called Search Engine Marketing (SEM), will make your website extremely profitable for you and your business.
One final note here… Many people will offer you opportunities to get your website listed on 400 or 500 search engines for $29.95 or for FREE, or whatever. Those are one of two things… they are either scams or they are utterly useless. Here is why. First and foremost, your website is going to be found by the search engines no matter what you do. Unless you employ means to stop the search engines from finding your website, it will eventually get listed on Google, Yahoo, Bing, Ask, and hundreds of others. Search engines are great at finding websites. So paying to get something you are already going to get for free is not necessary. Second, these companies CANNOT guarantee you top listings on websites for targeted keywords, which is really what you need. If you are called “Carrie’s Canoe Company”, chances are you are going to get top ranking on your company’s name, if only because there are probably no one out there with the same name. (By the way, I searched Google and there are no companies out there named “Carrie’s Canoe Company”). Anyhow, Carrie might find it more difficult to sell her Mad River Two Person Canoe because there are about 500 others out there selling it online. She must employ SEO tactics to get to the top of the search engines. So a company out there cannot guarantee you top placement simply by you giving them your website address along with your personal identifying information. This process isn’t magic. Keep this in mind.