Search engine optimization is the technique of getting higher placement in the natural search results of Google, Yahoo and MSN. The search engines that matter the most are Google with a 62% marketing share Yahoo with 20% and MSN floating around with about 10% in market share 'that means the search engine you should choose is Google cause Google obviously has the highest percentage of people are searching on the internet.
What you can see on the screen of your PC when you open Google is a display of local search results, organic search results and paid advertising results. Paid advertising has really nothing to do with the organic search results even though they are really the same. Today were just going to be talking about organic "natural" search engine results and how you get higher placement.
The goal here isn't just to get higher placement but to get more traffic to your website. By getting higher positioning for keywords that have the most value to you. You'll see over time by adding fresh content targeting specific keywords that you're trying to get traffic from.
Having higher replacement obviously is the goal if you can get into these top 5 positions you can drive a lot of traffic into your websites assuming you targeting terms that actually drive traffic.
Over time the SEO isn't as fast as overnight and quick fix over time you can expect to get a lot of traffic from the search engine results as long as you nurturing a long-term campaign or search engine optimization. If done right you'll see your traffic increase from Google and Yahoo that's the exiting part imagine one day you getting no traffic and the next day you do a search engine optimization campaign by adding keyword targeted content and doing a few other things ill mention in a minute.
Your traffic will increase naturally without having to pay virtually anything and that's only gone grow as long as you set the right landscape.
What's involved in search engine optimization?
There are 2 pieces...
Content and structure & website visibility.
Search engine visibility which is really about getting mentioned on other websites and about links going to your site. Takes time and shouldn't be done all at once.
Doing it all at once basically raises a flag to the search engines that you're trying to manipulate through search results. Done over time and getting into the right web directories such as Yahoo and open directories project can result in higher placement in the search results.
Press release is also payroll as long as you got mentioning here and hopefully some links. And also getting links from similar related websites can make a huge difference.
An example of how powerful online visibility can be from links alone is Adobe website. Adobe website comes up number 1 for the search term "click here". Which if you read in the Adobe website page you'll see that there's absolutely no reference of the search term "click here". It just doesn't exist...
So why does Adobe website show up number 1?
That's simple.
Google is powered by how many people are linking to the websites that the phrase that people use when this first exposed was "Google booming" and basically having hundreds of websites that are linking to a webpage with a keyword that you targeting and Google eventually figured it out that people were trying manipulate that rhythm and now they're coming up with more synchronizing criteria.
So Adobe is still ranked 1 because there are 100's of 1000's of websites linking to Adobe with the term click here to download Adobe apps. But click here is a link text that actually dries that powerful search engine ranking and as it looks like one billion search results and Adobe has the 1 ranking for that search term.
I'm sure that doesn't have value to their campaign but it shows you how power of links. Get enough links to your webpage and you can have high placement for just about any search term you're going after.
So let's talk about website content and structure...
There are several different things that you can do to optimize your website.
Your search engine optimization team should understand that the core fundamentals of building a website that not only has valid source code but also offers engaging content such as video imagery and so forth and directly links Google to every single page on the website almost instantly so without have to wait for Google to index your website you can actually create in terms of structure and data feeds you can actually create a list for the search engine and say please index this content that doesn't necessarily help you in terms of ranking higher for key words but it does help to get those pages indexed right
away.
The next thing that you can do here to optimize at the site level is to validate to broken links...
So run a program just to make sure that there's nothing broken on the website cause Google's crawling through we want to make sure that they don't hit any bad links otherwise they'll drop of the page and discontinue.
Striping out excessive source code from your website such as java scripts and styles and formats and using what we call table less and cascading style sheet based html code makes a huge difference in not only the low time of your webpage providing a better user experience but also makes the websites more intuitive to Google as its reading through all of the links on the website hopefully were using a static and textual based navigator rather than using images which can't be read as well by the search engines, same thing with flash.
We have to provide links that are made up of real words such as "marketing" or "promotion", again you want to have engaging content such as video cause it has people choose your result in Google search results I choose your listing they want to make sure that their on your webpage and there engaged in your content and if the bounce back Google will record that and recognize that it is not being relevant of a website and perhaps someone with the other search results.
Then there's something called page level SEO...
We don't do SEO only at the homepage, there's several different SEO vocal points that I'm going to care about at rest of website's pages. We are going to care about not being explicit to the search engines...in other words we don't just put the keyword we are targeting in the title.
We are going to put some called action and we are a put some value proposition to compel the person who finds this particular link in Google to be more relevant than the other listings that show up. We are also gone try to use descriptions on each page that include the introduction and that talk about the keyword theme other than just exploiting the page with keywords.
Heading is also an important role in what you're trying to do with your page level optimization for example there's a tag called H1 or hitting tag each heading tag on each page should be unique in other words I don't want every page on my website with H1 part of my overall heading.
Some templates online create a template with H1 that is the exact same for every page your basically telling the search engine that every page on my website has the exact same heading so using new headings on every page will help your search engine optimization person insure that that's one of the criteria that their optimizing for.
Speaking of optimizing for search terms one of the things that your SEO especially should be doing is excessive keyword research...
Understanding the strongest most powerful keywords in terms of people who are actually searching and then creating categories around those search terms and then pages around those keywords that drive the most traffic.
Let's say I have the content tracing sheet about "remodeling". I'm gone have particular client write-up content around each of these keywords "home remodeling" so I'm going to have a page marked "home remodeling" and I'm write unique content. Probably 400-500 words of content with the image.
Next thing is looking at overall website visibility...
So in website visibility what we're talking about is having mention and links from websites that make a difference. Such as the chamber of commerce and just other websites around the internet that relate in one way or another to the website that were trying to get placement for. I'm not going to get a link to homeland assistants from an auto website I'm going to get one from websites that talk about remodeling in the title.
So your internet search engine visibility specialist or link specialist or link building expert their job is to try to get you the best links from websites that have the most relevant to you.
One of the ways that we do that is simply by asking those websites that we find that could be a good place for us to get a link from to please add a link to our site.
We don't do that by creating a reciprocal links or three-way links or any kind of manipulation we simply incentivize them and we say if you're interested because your terms valuable to use well buy you a cup of coffee or send you a gift card.
The search engines don't see that as a pain for influencing links your simply going to go out to websites where it makes the most sense for you to get a link for your websites to get on.
People are busy so by thanking them you buy them coffee or something like that is a way to obviously get a very affordable like to your website from a page that has the most relevantly for you so your link building specialist should be doing this day and night until they've discovered every single link that they need to get only from and try to engage in a conversation with that person who owns the page.
If done correctly SEO will both on the content level by having structured or organized ballet content, keyword optimize web pages having really good internal linking structure for keywords that were searching for.
