Once your website has been built and it’s time to start promoting your company, it is time for Search Engine Optimization or “SEO”. A lot of our clients initially ask us “what is SEO?” Although they may understand that they want to be found in the search engines list of results, and they want to be higher on the list than their competitors, most companies do not truly understand SEO. A pretty standard definition and explanation of Search Engine Optimization defines it as the process of creating or optimizing a website so that it ranks well in the search engines (Google, Yahoo and Bing) for relevant search terms.
How We View SEO
At Marketing Relevance we view SEO a little differently than simply trying to be on top of the list for keywords, because keywords do not buy products. We look at SEO as the science and art of using specific techniques and content to engage more qualified prospects in the search engines to visit your website and take action. In other words, if someone goes to a search engine to find a product or service you deliver, SEO is the art and science behind getting that prospect to find you, visit your website, and take some kind of purchasing action (like filling out a form, calling your number or driving to your location.)
SEO Brings More Visitors
Proper optimization will lead to a higher number of qualified visitors to your website, thus giving you more opportunities for you to generate more leads, sell more products or whatever your site was created to do. The first step in optimizing any website is to know what we are optimizing it for, and figuring out what the relevant search terms people will be using to search for the products or services your company provides. There are plenty of available free and paid search optimization tools that give a deep insight into how people look for businesses on the web. Google Search Console and Google analytics are two good tools for existing websites. SEOMoz and SEMRush are a few others. Next, it is important to look at what your main competitors are doing and how they are ranking for the terms you are going to be competing for. Remember, you in the world of SEO, you have two kinds of competitors, those that sell the same kind of product as you AND those that compete for the same words as you do. The research that goes into building an optimization plan can sometimes take as long or longer then the initial website optimization itself.
Once a plan is in place and there is a sound strategy and roadmap, on-page optimization is the next step. This includes incorporating these keywords, word phrases, and concepts into the title and header tags, alt tags, meta descriptions, other web page attributes, and most importantly in the content on your website. Content by far is the most influential on-page optimization factor. With content, the trick isn’t just about using the right terms, but also writing high quality content with these terms and concepts included in a natural way. When we use the phrase “high quality content” we mean content that people will want to read, share and link to. Creating both a sitemap and a robots.txt file and uploading them to the root directory or the site is another very important on-page tactic. These two files are extremely important in getting Google and the other search engines to index pages from your website.
In addition to content and on-page optimization, there are several off-page tactics that are essential for site optimization. In addition to adding the sitemap to the root directory, submitting it to Google Search console is a great idea. Creating citations and profiles, with address and contact information on relevant sites on the internet is another great off-page optimization tactic.
Remember, SEO is getting qualified traffic from the search engines to your website. Those prospects who do not know your company and are searching for what you sell, where you sell it…SEO is the art of getting those prospects to your website and contacting you. For help with generating more traffic and leads from the search engines, take action now. Call us at 847-259-7312 or contact Marketing Relevance.