SEO is the acronym for “search engine optimization.” It describes a process by which website rankings on search engines are manipulated into higher positions through modifications and manipulations of onsite and offsite elements which are understood to have an effect on the rankings themselves. The process entails creating new text for websites and interlinking the page from the website on which that text is presented with other pages within the same website or from other websites that have a subject comparison.
Businesses need SEO in order to achieve positions on the first page of results that are delivered by search engines when a potential customer searches for their products or services. What this means is that SEO is a marketing strategy designed to get more customers to a business by luring people to their website. Here is how the process works:
- We use analysis of how many searches there are monthly for generic terms that describe things that you sell. For example, if your business sells used cars in Las Vegas, we analyze how many people search each month for “used cars in Las Vegas” and compare that number to searches for “Las Vegas cars.” Each search will have a certain amount of traffic every month, and each search will have a different level of competition for that term (because other businesses are also targeting it.) We decide the terms that make sense for your business to produce real customers, then narrow that list down to the ones with the most logical levels of competition for your budget. If a term is ultra-competitive and you do not have a lot of money to spend, we should build traffic to your website by choosing terms that also make sense but are less competitive. It is better to get rankings for a lot of lower traffic terms than waste your time trying to get rankings for ultra-competitive terms, if you do not have the budget to compete in that space.
- We create a strategy to push rankings up for the terms we have picked. This strategy will involve several different aspects, in different amounts based upon the competition.
- We clean up your website code, text, titles and meta-data by going through your website and structuring the places where we can inject data with SEO targets.
- We utilize the offsite spaces that we have access to in order to match the information on your website with the information there. If you have a local Google page, we make sure that your website links to it and that the information is correct on both.
- We begin creating content for your website and offsite spaces that provides information on your products or services to the public. Google is looking for the website that provides the best information on a subject, not the one that sells it. We are looking to convince Google that our website has better information on a subject than all of the competition, that subject is the things that you sell. When Google sees that you are providing the best information about “used cars in Las Vegas” then they put you at the top of their rankings for “used cars in Las Vegas.”
- Your customers find you in searches. While your customers are only looking to purchase a product or a service, and probably do not care about the specifics of that product, Google is looking for the specifics. By convincing Google that we are the best website about that subject, you then reach your customers who are searching for where to buy that product.
SEO programs generally involve creating content for a website and the spaces connected to it, and doing this process over periods of time. If your industry is competitive, your SEO program will probably not have a specific end date because the competition does not stop their SEO programs just because you have. Google is placing the best website with information at the top of their results, when it is compared to all other websites on that subject. This means that as soon as someone else’s information is better than yours, they will overtake you in rankings. It is important to understand that SEO does not develop positions that are FIXED. There is no “get me to #1 on Google, then I am there forever right?” You will be in that position for as long as it takes for your competition to overtake you. This is why you need to keep SEO going in competitive situations for as long as you want to maintain good positions.
SEO produces sales. If it is done correctly, SEO should result in potential customers searching on Google for your products and then finding your website in the first page of results. They then go to your website and decide to buy or not. If they are ending up on the site but are not buying, there is an issue with the presentation that is not convincing them, and we should address that issue with conversion analysis to see if it can be improved. Good SEO will generally increase traffic to a website by more than 30% within about six months. If the conversions from clicks to customers is well structured, then you should be able to see about a 30% increase in sales. If you are seeing the traffic but not the sales increases, then we must address what is causing them not to buy. SEO gets them to your website….the website makes the sale.
Businesses need SEO if they are to effectively use the internet as a medium to market themselves. Most people use the internet today in order to make any decision in their lives, especially about where to spend their money. They have lots of choices, and SEO makes sure that your business is presented to them as one of those choices.