Search engines have become the top resource for customers seeking products and services of all types, making Google the most important advertising medium for virtually every business sector.
Having an attractive website is only the beginning.
Your website needs to be optimized for search engines like Google, Bing, and Yahoo.
Your company's website is like a fishing boat in the middle of the ocean, with its lines out, waiting for customers to bite. SEO is the strategic process of steering your boat towards your online customers, wherever they may be.
Your boat, lines, bait, and strategy need to be optimized for the types of fish you are trying to catch. And your website needs to be optimized for your particular set of customers.
Working in tandem with search engines to follow Google and Bing's latest webmaster guidelines and providing clear, concise, descriptive content on your website can boost your rank in organic search results. It can be done, as long as it's done right.
First, you need Google Analytics installed on your website.
Google Analytics and Google & Bing Webmaster Tools allow you to analyze the traffic coming to your site, including how users get there, how long they stay, how many pages they view, which pages they view, which pages they enter through, their localities, and a plethora of other information valuable to your business.
I am fully Certified in Google Analytics and able to track any metric or provide any report you may need about your web traffic.
Your website needs to be properly configured in order to be crawled and indexed by search engines — to have a valid sitemap, appropriate robot crawl permissions, descriptive keywords in key locations, and an organized internal link structure, to function properly without errors, to load in the browser as quickly as possible, and to have a number of other configurations in place.
Even the most attractive websites may not be configured for search engines and will therefore not appear prominently in search results.
Google Analytics reports, Google AdWords keyword planning tools, and industry research can provide a clearer view of your online customers and their habits and preferences. Your website needs to be optimized accordingly for maximum traffic and conversions. For example, some basic questions to investigate include:
Because Google is always changing (they make roughly 600 updates per year, including a few that really shake things up), your website needs to be continually updating and improving as well to reap the benefits.
Moreover, since the tastes of the online consumer are also constantly evolving, continuous improvements to user experience are a necessity in the competitive online marketplace. Search engines take notice of how many pages a user views and how long a user stays on your website during a particular session, so optimizing your website's user experience to keep users on your website longer indicates to search engines that your website is a valuable source of information.
Each business's website has unique customers and therefore requires a customized SEO strategy. Some SEO improvements I have undertaken in the past for various businesses have included:
Since SEO is a complex field of expertise, many marketing agencies will try to sell you a high-priced lump-sum package and tell you little if anything of what they have done on your behalf. I believe in complete transparency and in taking SEO step by step, allowing you the choice as to which level of service you would like.