Search Engine Optimization
What is Search Engine Optimization and How Does it Work?
Search engine optimization, also referred to as SEO is set of techniques designed to achieve top search engine rankings on major search properties(Google, Yahoo, MSN, Ask). Search engine optimization works on the principle of satisfying search engine algorithms.
Search engine optimization is a step by step, methodical process.
Basic SEO practices:
What are the Benefits of SEO?
When people use search engines they have clear intent in their mind, a clear course of action. That intent is represented with keywords they use to search. Websites that show up first, benefit from getting highly targeted visitors.
For example: John searched for “rent a car” on Google. He already made up his mind and expressed his intent to rent a car. Websites that show up on top will be getting John’s business, because he wanted to rent a car at the moment.
Search engine optimization is highly effective method of advertising and can help companies both large and small to increase and diversify their revenue sources.
Keyword Research The First Step in SEO Puzzle
Search engine optimization starts with keyword research. There is a number of keyword research SEO tools(to SEO tools) that show exact keywords people used to search. The trick is to find words that have the highest search volume and are the most targeted. If done properly, keyword research will help drive very motivated customers to your website.
For example: “ring” is a very general keyword. If optimized, this word would drive plenty of traffic, but would not attract people who are looking to buy a ring at the moment. Better approach is to optimize for “buy engagement ring”. There is a clear intention expressed in that keyword, which implies that searcher is looking to buy an engagement ring. As result, website optimized for “buy engagement ring” will generate greater profits than a website optimized for “ring”.
On a larger scale, professional SEO strategy with proper keyword research will identify primary markets and allow businesses to expand into local, state, national, global and product specific business arenas.
For example: Key phrase “buy engagement ring las vegas” implies that the person wants to buy a ring in Las Vegas, which is local market, while “buy engagement ring” is a product specific market, since it does not imply to a location.
Professional search engine optimization company will identify keywords that target all verticals, in local and international markets and optimize for maximum returns.
Search Engine Content Creation
Internet, for the most part, consists of text documents. People learn information by reading websites, be it general research, information about products, news, emails, blogs and articles. Search engines scan billions of websites extracting text strings and keyword combinations. Sites that resemble relevancy of the text in relation to searched keywords have higher chances of appearing among top search results.
For example: if you searched for “construction company”, you would expect to see those words within the text of the website at least a couple of times. Search engines behave similarly.
Once keyword research identifies primary keywords, those keywords must be implemented within the body of the website copy. This raises relevancy of the page to the search query, easing the job of search engines and making it easier for prospects to find what they need.
This is known as search engine copywriting. Quality search engine copywriting will create natural looking pages that read both to search engines and people.
Website Development
Search engine optimization website development refers to modification of site elements, such as filenames, HTML tags, image tags, paths, meta tags, code and internal link structure. The goal is to make website friendly to search engines. Modification includes keyword relevancy adjustments within the structure of the website and search visibility improvements within code and structure.
Link Enhancement
Link development is key ingredient in search engine optimization. Search engines look at links as votes. If website “optimization.ca” links to “wikipedia.org” search engines consider it a vote by “optimization.ca” for “wikipedia.org”.
The more links a website has, the better. Search engine optimization involves various methods of gathering links, some which are:
- Directory Submissions
- Reciprocal Link Exchange
- Fee-Based Directory Submissions
- Social Network Link Expansion
Link development is an ongoing process that must be approached with caution, as gathering too many links over a short period of time can set off red flags on major search engines.
SEO Expert is a search engine optimization company offering professional SEO solutions.
