Search Engine Optimization (SEO) is an area of internet marketing (IM), specifically search engine marketing (SEM) that relates to how much attention your website is getting through unpaid organic (natural) search, and how much of that attention is from your target audience. While increased search traffic to your website is beneficial by generally higher ranking, it is important to make sure that those visiting your website are coming with the intention to purchase your products and services which is about relevance. This is about identifying your target market and optimizing pages including ensuring they are search engine friendly and have relevant content for related SERPs (search engine result pages). Once a user is at your web site, you want a good site conversion rate in order to have it mean more sales. Our expertise in all of these areas helps your web presence achieve increased conversion into sales and profit.
1. Usability
A key part of Search Engine Optimization is web site/web store usability. This is an often overlooked area of web design and development but is critical to success with both search engines and users. Optimizing the usability of your company's web site includes the identification of such issues as:
- Poor navigation
- Inconsistency
- Inappropriate use of color, bolding, underlining, links and content
- Other areas often not considered by web developers and designers
2. Search Engine Friendly
Making your website search friendly is also very important to success. This includes:
- Identifying page errors
- Tailored titles, descriptions, etc maximize interest in search listings
- Confirming pages indexed and targetting additional pages for indexing
- Pages being crawled
- Priority keywords and phrases
- balance of content for both search engines and users
- Sitemap generation and submission
- identifying technical issues such as bad links and redirects
- Other areas by applying our vast experience and knowledge
We track, measure, and refine these areas of Search Engine Optimization with the goal of increasing both the quantity and quality of the traffic on your website.
3. Target Market
It is important to identify the main sales targets, target audience and target vehicles for your business in order to maximize the efficiency of your available marketing budget. Many would be impressed if told their ad was being displayed to 100,000 people a day. However, if your company was selling antique Bentley car parts then how many of those 100,000 are antique Bentley car collectors or owners?! If 99,998 are other types of collectors such as baseball cap collectors then this advertising is actually running counter to sales! It is important to identify the key areas of your business and how they relate to your internet audience.
4. Search Prominence
Having identified the targets, everything from descriptions of your site to its content is tuned for maximum ratings by the dominant search engines your target audience frequents. Various white hat SEO techniques are used. White hat being honest and true techniques that move your site up the ratings and credibility ladder with search engines. This should be viewed as an ongoing mission, you do not want SEO that possibly jumps you to the top quicker but gets you banned from search engines! Ongoing and often refinement, testing and measurement takes place. Synergies are created through connections with other key places on the web. Places on the web that counter your company are addressed. Tracking of your competition and adjustment happens. The web is a fluid place where jockeying and juggling go on endlessly, however, our solid and extensive white hat techniques that build your web presence ongoing help to ensure increasing prominence and growth of your company. At the same time, we are knowledgeable about black hat and grey hat SEO in order to avoid the pitfalls of the inexperienced or unscroupulous (quick buck) SEOs and are therefore able to help ensure your company stays on top.
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