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Search Engine Marketing

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Search Engine Optimization (SEO)

Search engine optimization is the work done to a website (on and off page) that allows the website to have a higher display rank, organically, in a given keyword search. An “organic” rank is one that is achieved without buying keywords in a PPC campaign, but relies on the keywords within the website to draw traffic. Search engine optimization attempts to capture highly relevant traffic by targeting traffic through highly relevant keywords. We have a number of search engine optimization services to accommodate any size business and budget.

The Marriage of Art and Science

Some will say that search engine optimization is an art while others will say it’s a mechanical and mathematical process. But many know that both are correct in that once you understand the mechanical aspects to search engine optimization, it becomes an art in the way you manipulate words in a website to create a page that satisfies the goals of search engine optimization. Striking that balance between search engines algorithms and user readability, and being able to bring in relevant traffic is where the art is. The art is in manipulating search engines to make them do what you want. Then, being able to make searchers feel like they targeted your website, rather than you targeting them, is the heart of search engine optimization and the reward of the optimization process. If your customers feel like they choose you rather than you targeting them, which search engine optimization does, what you end up with is a hot prospect that is ready to buy. The easiest sale is one where the customer closes themselves. Search engine optimization is the invisible salesman with an awesome close.

On Page Optimization

The on-page elements of search engine optimization are those things that are done to the website physically, to make the site more search engine robot friendly and more relevant to the audience that the website is targeting. Ideally, search engine optimization begins before the website is built. The keywords of a website are selected before website construction and are distributed on a page-by-page basis and organized for the optimization process. Limiting key terms to designated pages allows for easier keyword densities for the given textual content. Having consistent densities on all pages is the heart of on-page search engine optimization.

On-Page Optimization Elements

  • Individual Page Titles
  • Individual Page Descriptions
  • Individual Page Meta Keywords
  • Website-Wide Keyword Research
  • Anchor Text
  • Image Labeling
  • URL Optimization
  • Site Map
  • Custom Robots.Txt Files
  • Custom Analytics
  • Links
  • Content Fortification

 

Off Page Optimization

The off-page elements of SEO are those efforts that are done outside of the website to promote the site, primarily to create back links to the site and to publicize the website. Off page search engine optimization tells the search engines that your website is popular and relevant. The goal is to allow the search engine robots to find references (links) to your website in as many places on the internet as possible. The more outside references that the search engine robots find for your website, the more popular your website looks to the robots. In a well managed marketing campaign, having a high placement in organic SERPs and in a PPC will yield the best results. The main thrust of a search engine, after all, is to show the searcher (their customer) the most relevant website to the searcher’s search term. Given that, if your website fits those search terms then the search engine wants to show it to their customer to deliver first-time results.

Off-Page Optimization Elements

  • Directory Submission
  • Article Submission
  • Blog Promotion
  • Forum Participation
  • Press Release Creation/Promotion
  • Business Listings
  • Social Media Participation
  • Link Building/Sharing

 

Benefits Beyond Cost

The benefits of search engine optimization for a high organic SERP rank is that it can ultimately reduce, if not eliminate, the need for PPC. The end product will be a website that generates the “ready to buy” quality of leads all by itself. Remember, as enormously successful as PPC is, PPC only represents 20% of the actual “click” market. The untapped resource is in organic results through search engine optimization and is 4 times greater than PPC. In terms of cost, a well executed search engine optimization program is much less expensive than a sustained PPC campaign. So, while search engine optimization is labor intensive and can take more time to achieve, your finished product will be a streamlined money making web presence. Please call us for more detailed information on search engine optimization and for a free detailed analysis of your current website.

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