What is SEO?” I was taken back for a second because I had (mistakenly) assumed that in this day and age, as important as it is, everyone knew what it was. The problem with subject matter experts is that sometimes we are so close to the subject for so long, we forget that normal people may not be as familiar as we are. It’s a good reality check for a company that prides itself in not talking “geek-speak” to its clients.
SEO (S.E.O.) stands for
Search Engine Optimization. Essentially, fine-tuning a web page for a specific keyword phrase for a particular search engine, such as
When a search engine, such as
Google, ranks your page for relevance, it analyzes a wide variety of different factors when giving your page a position on the S.E.R.P. (Search Engine Ranking Page – the page that appears when you type in a search word in
What Factors Are Used in
Too many to list here. And…
Google and other search engines change them all the time. Why? Because that’s how they make money.
Google has made billions of dollars selling
Pay-Per-Click advertising. If guys like me figured out all of the factors they use in ranking web pages, no one would need to
buy PPC ads. So to keep you and me from getting a good handle on their algorithm, they change it quite often to keep people bidding higher to stay at the top of the results. A few factors that search engines take into account are: the number of keywords compared to the amount of text on a page, the keyword phrases positions, ALT tags in images, security,
mobile-friendliness, headings, bolding, links, titles, domain backlinks, and dozens and dozens of other factors.
Beware of anyone that guarantees top rankings. Oh. It’s possible, depending on how niche your industry is and what keywords you are aiming to rank for, but getting the top rankings with just
search engine optimization for a specific keyword is very difficult. Getting top rankings with
Pay-Per-Click advertising is very doable since that mostly requires out-bidding the competition. Throw enough money at the problem, and it gets solved. But
SEO is like fine-tuning a race car. You tune your page for a specific keyword phrase, submit it to a search engine (get on the track), and then pray it does well in the race. Keeping in mind that it’s in the best interest of the track (the search engines) that you crash and burn because they want you to pay for a successful run. The trick is to get an expert mechanic. No one knows ALL of the search engine’s requirements because they change them all the time, but just like you are experienced in your business, a good
SEO specialist knows a great deal about getting you good rankings.
When Good Ideas Go Bad
You try to do your own search engine optimization. Instead of getting better rankings on the search engine results pages, you actually go down in rankings. Maybe you end up on page four or five or disappear altogether. (FYI: If you are not on the first or second page, your ranking is worthless. People rarely go three pages deep in search results.) One of the reasons you went down in rankings could be: you tried too hard. Search engine algorithms (programs) are built smart enough to recognize and penalize, obvious attempts at
SEO. For example, “keyword stuffing,” or jamming too many of the same keyword phrase into your page, will trip their alarms and they will penalize you for it by reducing your rankings. This is just one of a hundred “black hat” (bad) tricks the algorithms are programmed to find and punish you for. The best policy for web page content is to have valuable, relevant text that matches the keyword you are trying to rank for. The search engines want to provide their searchers for content that is relevant to the search word. If they don’t, the searcher will merely use a different search engine.
SEO can assist in building traffic to your site, but that is just one side of the equation. The page the
search engine sends people to (the “landing page”) has to be designed in such a way that the increased traffic sis nearly compelled to do what you want them to do: buy online, call you, etc. If you don’t have a
well-designed landing page, you wasted your time and money optimizing it for traffic.
Go Pro with SEO
Just like you are an expert in your industry, you need an expert in the
Search Engine Optimization field.
Contact us, and at no charge, we will take an hour and discuss with you ways we may be able to help you get better rankings with the
search engines, which in turn sends more traffic to your website and enables you to generate more profit.
Below is a video I had developed a while back to help teach my Internet Marketing Students the very basics of
Contact Our Marketing Group about how they can assist you monthly as a part-time marketing department, SEO specialist, PPC experts, and web designers without the full time cost, or Metheney Consulting on developing your online marketing, social media marketing, SEO (search engine optimization), PPC (Pay-Per-Click advertising), email campaigns, pay-per-click advertising strategies, web site maintenance and development, web site design, blog development, and traditional marketing consulting on a project-by-project basis. Our Marketing Group provides digital marketing services for a fraction of the cost via monthly retainers and sliding scale hourly contracts. Call or email us at .