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SEO is not difficult if you know how to do
it but neither is building a house if you're a
contractor. You just have to know how and do
all the work it takes in the right order
without leaving out critical steps that will
cause problems later. Ranking well for serach
engines is simply a lot of work that has to be
right and in the right order but it all
boils down to four basic tasks:
1. Find the Optimum
Keywords
2. Optimize the website
3. Traffic Generation With
Inbound Links
4. Track & Test
Extensively
Each of
these four key tasks have an
abundance of details to them, but everything
comes back to these four.
Finding the optimum
keywords: This is, without
doubt, the most important of all research that
you can accomplish and most important to
understanding how SEO works. There is simply no
point in entering into a search optimization
project unless you know
1. which keywords are being
searched,
2. how competitive are the
keywords,
3. are you likely to rank for that
word
4. how long will it take to
rank,
5. which keywords bring you sales,
and
6. which words get visitors but no
sales.
At Web Marketing Business Consultants
we use a variety of different keyword
search tools and resources to determine with
certainty which keywords will get you ranked
and get you sales.
Optimizing Your Website:
Search engines visit your site and index a page
quite often. They cannot "see" images so most
graphic intense web pages go almost unnoticed
by them. All they can do is read the text that
appears on the page to try and identify what
the subject matter of the page is all
about.
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What the text says and how that text is
formatted is extremely important to getting a
good ranking. Text on the page include things
like Title tags, Meta Tag, Description
Tag, Image Alt text, Link alt text, link anchor
text, and of course body text. Many of these
things are not even seen on the page but are
must be hidden in the code for the search
engines to pick them up and rank you well for
them.
Formatting factors are also taken into
consideration including the usage of bold text,
italics, H1 and other H# tags. Density of
keyword phrases is also very important for
high rankings. If a particular keyword phrase
is not used enough the search engine cannot
determine what the page is about and relevance
to a particular subject is the key to ranking
high with the search engines. On the other
hand, if a particular keyword density
is too high then the search engine may mark the
page as "spam" and give a bad ranking. Our
optimization techniques and
reporting takes all this into
consideration.
Site Structure - There
are many factors about the way your
website is constructed and structured that will
affect the overall performance of the site from
a SEO perspective. One very common
problem is having content on your site
that is duplicated somewhere else on your site
or somewhere else on the internet. Google and
other search engines, as a rule, do not like
duplicate content so if you post an article
somewhere that is already indexed on your
website your rankings will get lower. Most
webmasters don't even know that some of the
things they do automatically create duplicate
content and cause the search engines to give
them lower rankings. URL rewriting techniques
can be used to correct simple issues like these
that most web designers don't even know
about.
In additional site structure problems are;
Going overboard on internal links, SEO hazards
known as "black hat" techniques like using same
color text on same or color
backgrounds, small text, and many others.
Google also does not like excessive
links on a single page or too many
outbound links on a page.
Traffic Generation Through Inbound
Links: While some search engines
place a heavier importance on content, Google
places them most importance on
inbound links known as backlinks. These are the
links to your site from other websites.
The quality and quantity of these links is
extremely important and where we spend a lot of
the time to get your site ranked highly to get
you new customers.
There are a number of ways to get
quality backlinks that help Google rank your
site better. Directory submissions, off-site
blogging, press releases, current customer or
vendor links from their websites, and
more. In addition one consideration is building
an online community around your product or
service. If your product or service conducive
to an online community format with message
boards and forums that can become a
tremedous source of pre-sold customers
visiting your site. This can be
a great way to have new content for
your site automatically built for you by a
community of site users. It is a great source
of inbound links and that makes the search
engines love your site and rank it high.
Social Networking sites like Twitter, Facebook,
MySpace, and others can also be a tremendous
source of interested visitors that you can turn
into customers with the right marketing
strategies.
Track & Test
Extensively: Traffic is useless
unless that traffic converts into leads and
sales. We believe that it isn't our
responsibility to just drive traffic to our
client's sites instead we have to drive the
right traffic through to the right experience
at the right moment. We have to help your
customers find exactly what they are looking
for, and take them through that experience,
from a search trigger, to completed action.
When customers find our clients our clients see
results. This can only be accomplished by a
strong a dedicated approach to analytics
review, and performance tracking. We have to
know "why" the visitor visited the site, where
they went, what pathing best creates the
desired outcome and then manipulate our efforts
to that end. Regular reporting of SEO campaign
performance, Link Performance, and changes in
competitors is a requirement to successful
SEO.
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