Search Engine Optimization, commonly referred to as SEO, is the process of enhancing a website’s visibility in search engine results. The more “authority” a page has, or the higher it ranks in search engines, the more probable it is that a user will click on that website. SEO affects natural or organic search results, while Search Engine Marketing, or SEM, affects paid, or sponsored, results. Overall, SEO can seem like an overwhelming machine of moving parts that needs to be constantly managed, but during this week we’ll break down the main components and make them easier to understand and hopefully, more conquerable.
Before you can master the art of SEO, you have to first understand how search engines work. Search engines analyze the words and phrases that users type into them, commonly known as keywords, and matches those with websites that best associate with them. Search engines constantly and meticulously review and analyze websites and compare those in similar industries to determine which website deserves a higher ranking in search engine results. There are various factors that
are considered in determining a site’s ranking, but the first factor is what determining what keywords best associate with your business. To effectively determine this, first put yourself in the shoes of your customers. What would you type if you were searching for a product that your business offered? This step gets you in the mentality of keyword searching. Next, go to Google Keyword Planner and see how many average users search for your keywords per month. This will give you an amazing insight into which keywords are more searched, and a breakdown into geographical areas that search certain keywords the most.
After researching the most effective keywords for your business, the next step in incorporating those into your website, which will give search engines a more probable chance of finding your site and associating it with the correct searchers. When inserting keywords into your site, there are things to keep in mind. First, remember that search engines don’t analyze websites as a whole, they break down and rank each page based on keywords associated with it. So, if your site has multiple pages that cover different topics associated with your business, it’s best to incorporate keywords best associated with that page. For instance, if you own a photography business, and one of the pages of your site discusses common photography prices and what you charge, you should optimize that page to “photography prices” or “photography costs”. Each page should have a description that shows up in search engines and keywords that best associate with it. Keywords should show in headers and titles, as well as general content, and show flow naturally in your website.
Finding the right keywords and associating them into your website is the best way to start a successful SEO campaign. Making sure that those keywords accurately associate with your business and reflects the natural essence of your site, is the most effective way to build a reputable SEO campaign. Remember, the best way to successfully use SEO for your website and business, is to ultimately create amazing content that will spark an interest in your prospects, and naturally gain interest and let search engines do the rest!
Stay tuned for future posts this week in our SEO Week blogs, where we will discuss link building, effective tracking, and what NOT to do in SEO. Until next time!
– AdLo Marketing Group