The Importance of SEO

SEOThe Importance of SEO

SEO is the the process of improving the visibility of a web-site or a web-page through search engines such as Google, Yahoo! and Bing. Millions of online searches happen everyday and it’s becoming increasingly relevant that marketers work to drive their website to the tops of the search engine results. Search marketing is one of the fastest and one of the most efficient strategies to date.


What makes search engines unique is that most traffic is free and targeted to the right audience. The majority of search traffic is driven by the major search engines; Google, Yahoo!, and Bing. If your content is not visible by these engines, you are missing out on all the advantages of search; people looking for what you have via the internet. One of the most effective ways to increase the traffic on your web site is to achieve a high ranking in the search engine results. Research shows that most people won’t look past the first page of results when investigating a particular query. If you are ranked #1 on the first page of results, you are 10 times more likely to get traffic than you would be if you were ranked #10. Most people assume that once they achieve the #1 spot, their job is done. In reality, it takes a lot more to stay on top. Just as you were competing for the #1 spot, all of your competitors are doing the same as well. They are working hard to snatch your spot at the top. It is important to continue to develop your marketing tactics


There are many elements to producing an effective campaign; keyword research, coding, website design, content optimization, planning and so on. It is important to remember that the process is organic and gradual.

RULE #1: Strategically Select and Expand Your Keyword List. 
Keyword research is one of the most important tactics in marketing today. You can significantly boost the overall ratings of your website by strategically placing your keywords.


Utilize Keyword Expansion- It’s important to create a list of keywords significant to your website. This is one of the very first steps in SEO. Expanding keywords means adding to the list of keywords you already have.

Know Customer Terminology- To make the most of your keywords, use words that your targeted customers are more likely to use in their search queries.

Conduct Competitive Analysis- It is crucial that you know who your competitors are. Scope out competitor sites to see what words you missed, where you overlap, and where you can improve.

Analyze Paid Search Performance- Running a search analyses can generate a great deal of valuable information. You can Improve your keywords list and even find words that customers are searching that you never even thought to use.

Analyze Keyword Leverage- Adjustments in frequency and location of keywords can propel your ranking from the bottom of the search results to the top. It is much easier to use keywords you already rank for then to start from scratch.

RULE#2 Incorporate Keywords Into Your Site Content 
Once you have selected your keywords, you need to target them in your site content. Not only do site crawlers read and index this content, but it also comes in direct contact with visitors. Site content must be engaging and informative, and it should send signals of relevance.


Target Keywords for Each Page- Each webpage should be optimized for only 2 or 3 specific keywords. While your homepage should target broader keywords, the subpages should aim at more specific keywords or phrases.

Adjust Keyword Density- It is commonly believed that if a word shows up frequently throughout a page, the search engines will deem it more relevant. However, this will only result in making your customers annoyed. Remember that a website should be optimized for search engines but it should also flow naturally.

Update Content- Frequent updates will encourage search crawlers to return to your site often.

RULE #3 Integrate Keywords into Your Meta Content 
Meta content is the code behind your webpage. Search crawlers use it to index your site and the info generates the description in search results.

Meta Title- This is the code that crawlers read first and is the most influential part of meta content because it tells crawlers what the site is about. Use high impact keywords or use your company name. However you only get 50-70 characters, so use the space wisely.

Meta Description- A short statement about your website. Google uses this to form a description on the search results page. Use Keywords to entice visitors.

RULE #4 Make Site Architecture & URLs Search Engine Friendly 
Create a site for search crawlers to index that is user friendly.


Search Spiders- Search spiders are automated programs that read text on a page, click through links, and index them. Make sure your site is readable and easy to navigate.

Search Engine Friendly Design- Some languages like Ajax, Javascript and Flash are not readable by search crawlers. Try to use them sparingly.

Site Readability- Site readability can be completely different for a crawler than for a person. Check what crawlers are able to recognize and index.

Depth of Directories- Search engines have difficulty reaching deeper pages in a website. Make sure important pages are no more than 1 or 2 clicks away from the homepage.

URL Sructure- Crawlers don’t want to explore a website with too many characters in the URL, so they limit the number or characters they will crawl. Include keywords in URLs to optimize lower level pages.

RULE #5 Build Quality Links to Increase Traffic 
Linking is very significant to your website. Your site will not rate well if you don’t have a good linking program. The most valuable links are from websites that rank high themselves, and it is more desirable to have links from a variety of sources. You can gain inbound links by submitting your site to directories, blogs, press release syndication sites, and ezines. You should consider these facts:

Research shows that most visitors won’t go past page 1 of search engine results. 
You are 10 times more likely to get a click if you are ranked #1 in search results than you would be if you were ranked #10. 
Inbound linking is one of the best ways to improve rankings. 
The top 3 positions in search results are considered “above the fold.” 
A high rank translates to more revenue and growth as a business.

The world of marketing is always evolving, and SEO has become a revolutionary tool of choice for top businesses. Knowing how to market your business through SEO can catapult you to the top of search engine results thus creating more traffic, revenue and growth as a business. You need to create a strategy to get to the top, and more importantly, stay there.