Search Engine Optimization
SEO (Search Engine Optimization) is the process of reverse engineering the ranking system of various Search Engines to uncover their method of determining page relevancy and then applying that information to individual web sites to make them more relevant for their users and in the view of the search engines. This includes but is certainly not limited to the analysis and restructuring of a sites architecture, content, internal and external linking strategies. Bear in mind that organic Search Engine Optimization is one of a set of technologies used in the broader scope of search marketing.
The Search Engine Optimization Process:
Nothing can replace good, quality research. Research can be done online from a distance, but not until we speak with a business owner can we truly grasp the market he is targeting; or uncover certain opportunities that might go unnoticed had we not met.
The best idea when trying to improve the results of any undertaking is to gauge your present position and then determine a goal. After we have gathered the initial data from our independent research and the business owner’s input, we run a report that examines Google to see where exactly the client is in the search engine for their target keywords as opposed to their competition.
This is usually an eye-opening session when we share the report with the client for the first time. Often the initial ranking report will show the client reality in black and white for the first time, where their business is either being represented in Google ,etc. very poorly if at all.
The next step is to devise a step by step strategy to:
1. Get the client’s site first page listings on Google for their relevant keywords.
2. Get the most traffic possible from those rankings.
3. Deliver the most value to those visitors.
4. Harvest the most leads and revenue from those visitors.
Reporting
Obviously, since we started off with a report showing where the client and their competition were in the search engines, we need to provide a monthly report showing the same. As the client starts to rise in the search engines, traffic starts to flow. Eventually the goal needs to be “first page” results (within the top ten listings) for each of the keywords we initially chose to target. We never promise “number one” rankings, but we often achieve them.
Why don’t you promise ‘number one’ results?
Anyone that makes that promise, is either under their own ether or is knowingly lying. Rankings change on daily basis. So the idea is to have multiple first page results, knowing that you might be number one one day and number 6 the next.