What is SEO? How does it work?

 

SEO or rather, Search Engine Optimization, is the art of tweaking your web site on a continual basis to ensure your web site (URL) comes up on page one of a natural search rank, preferably within the first top ten results, when your key terms are sought by the viewing public. Google, being the most popular search engine, would clearly be the identifier to determine where you rank – both before and after optimization. 

 

The art of search engine optimization is complicated in the analytical world but in web design terms its common ‘content’ sense. Basically, your web site rankings are a combination of quality incoming links, relevant key words in the body of your text and overall site structure. A natural search brings up your site without using additional costs associated with Pay-Per-Click (PPC) advertising. PPC’s are key words or phrases that are purchased from the search engines in order to ensure your company’s product or services shows up in specified category search.

 

Search engines and directories use multiple procedures to determine exactly where they will “naturally” rank your site. Key phrases that rank well in Yahoo, for instance, may not rank the same in AOL or Google. The technical reasons for this phenomenon are exceedingly complex. In laymen’s terms, your companies most relevant terms must be properly utilized within your web site so the search engines capture and categorize that content. If done correctly your company should rank on page one in a visible position, and preferably above your competition.

Is it time for an upgrade?

 

Many companies are struggling with their web visibility and rankings because their initial web structure and design was not built with SEO criteria in mind. When the internet was first launched, companies wanted a presence on the net but did not expect their web site to grow into the productive sales tool it is today. Because of that philosophy, many companies pasted .pdf catalogs and brochures into their web site without true regard to actual key word structure. 

 

Pictures are necessary and the ability to download your literature, product and services catalogs are extremely important but search engines cannot see them. You must have rich content embedded in the actual site around the photos, describing them. Your services, brands, popular model numbers or serial numbers, key phrases and specialty items must be in text format next to your .pdf literature or catalogs. In fact, we’re encouraging companies to upgrade their sites by converting their .pdf formats into true HTML text to ensure the search engines can actually see the information on those pages. 

Maybe your site could use a facelift?