What is search engine optimization or ‘SEO’?
Simply put, search engine optimization (or SEO) is all about getting search engines like Google and Bing to rank your site higher in their “organic” or non-paid search results than your competitors. There are two main lines to this: onsite and offsite. Both are important and should be considered at design time, not as an afterthought.
1. Keyword Research
Learn who your competitors are and find out which keywords to target. There’s no point trying to get on the first page when someone searches for “cat food” when you’re really only selling dog food, so this part is crucial.
2. Website optimization
Make sure your website is search engine friendly. Your web pages must, among other things:
be well coded (the standard W3C guidelines are a good marker)
have relevant content
have appropriate meta tags based on your keyword research
have relevant URLs that incorporated your keywords
have a clear hierarchy and well-defined use of heading and paragraph tags
3. Link building and social networks
Most of us choose which companies we want to work with or buy from based on good experiences and recommendations. It makes sense. Search engines work on the same principle. A site that has been linked to many times will rank higher based on recommendation and authority. There will be many different sites, all well built and well researched, that need to be returned for every keyword, so search engines need something to differentiate themselves. That’s where link building and social media become your best friends.
4.Monitoring
This is often the last thing on people’s minds, but it’s actually extremely important, otherwise how do you know what you’re doing is working? Google Analytics and Webmaster Tools are widely used and highly recommended.
5. Expectations
The most important thing to remember about SEO is that it is not a one-time action. Very few companies will do keyword research and find that they are already achieving the top ten results, let alone that coveted number one position, for relevant search terms. Also, the algorithms used by search engines are constantly changing and evolving. Success depends on regular refinement of your website and an investment of time in other areas, such as social media. Of course, you should also be wary of any company or individual that promises to achieve this directly or simply through a redesign of their website.
Leave a Reply