What is SEO and how can I use it?

How can I get to the top?Website SEO (Search Engine Positioning), is even more important than website design.

Did I say that out loud? Yes, I did. You may have just spent a good deal of time and money on your new website – yet if it is not being seen by the right people, it is not worth much to your business.

Every day, millions of people use search engines to find information, products and services. Being at the top of search results can bring potential customers to your website that may be looking for what you have to offer. And this means a good return on your investment.

How can I optimize my website for search engines?

  • SEO starts with building a high quality, well organized website made for humans (not robots).
  • Define why your website exists. What is its purpose?
  • Use search engine friendly URLs – Use your best keywords in your domain name, titles,  folder name, and page names
  • Focus on 5-20 main related keywords or phrases for your entire site. Choose carefully. You can optimize all you like but if people aren’t searching for what you’re selling, no amount of SEO will help you rank or sell more.
  • Style your headings, (in your HTML, use real headings elements throughout your content)
  • Refresh your website with new content and pages regularly
  • Formulate unique titles and page meta data.  Make sure the title of each page is different, and that each page follows a ‘theme’ of keywords unique to that page
  • Use image (alt) tags in your HTML that offer useful descriptive keywords
  • Link in and Link out  – Search engines give more importance to websites that link to other related sites. Campaign to have other sites link to you as well, especially those with existing high ranking. When linking from one page to another within your own site, use your specific keywords or phrases. If possible, don’t just use words like Home, Products, Contact, etc.

What is the ultimate goal here?

The most common misunderstandings of SEO is that it isn’t just important to attempt to increase the level of visitors, but also to increase the level of visitors’ engagement.

We often hear about website hits or visits.  However, it’s not about how many potential customers come to your site, but what they do once they are there.  If all the traffic you are driving to your site does not find what it is looking for, it will just leave.

This is all Greek to me, can you do this for me?

Yes, we can!

We will analyze your visitors with an “engagement index” — an equation that goes beyond “page views” and into the factors that differentiate a loyal, dedicated prospect from a fly-by.

Back to our first rule of SEO, we help you define why your website exists.  We help define up to 7 engagement indicators that define a ‘conversion’, whether it’s time on the site, how many pages they read, filling in a form, accessing your contact page, downloading something, or even making a purchase.  These indicators define the level of customer engagement.

The next step was to track the percentage of overall visits that satisfy each of these categories over time.  More broadly, tracking engagement allows you to put traffic data in perspective. Even if overall traffic for the site is down, but the number of engaged users are up, that still means the site is doing well.

By having a well-rounded SEO strategy and by being aware of factors that engage your visitors, we will help drive up the quantity as well as the  quality of visitors, keeping them coming back and referring them to friends and colleagues.

Contact us now to find out more!