Search Engine Optimization–Starting at the Beginning

After many years, Search Engine Optimization (SEO) is still the key to creating long term brand awareness, online visibility and attracting increased traffic to your website, enabling you to appear higher in the organic search rankings for a set of targeted, high value keyword phrases.

Relevance and Authority determine your search engine ranking

SEO is a set of activities that will provide your website with higher Relevance and Authority, which the search engines use to determine how high your website should rank when a specific keyword phrase is searched for.  The organic section of the search engine results page (SERP) is the prime real estate that  people focus on when conducting a search, and not appearing on the first page of the search engines means you are not getting found and visitors are not coming to your site.  SEO has been proven to have the lowest cost of customer acquisition, and is the essential, long term, steady approach to building your business by attracting and converting website visitors.

SEO is a long term commitment

SEO is an investment in your long term success. It’s not cheap or easy–it’s time consuming and labor intensive.  SEO projects are implemented over 9-12 months in order to generate the best long term results, however significant initial upward movement is usually seen within three to four months.  And SEO activities will continue to be done over the life of your business and website.  The project is a set of activities that focuses on two things:

-Strengthening the underlying architecture of your website and the content on your web pages  so the search engines determine that your website is “relevant” to the keyword phrase that someone entered when doing an internet search, and,

-Building popularity and “authority” by creating a broad presence for your website across the internet using techniques such as blogs, articles, press releases, videos, and other submissions to build credibility in the eyes of the search engines that your website is a trusted and reliable source of information.

The  combination of relevance and authority enable a search engine to determine how well your website satisfies the need of the person doing a search, and that you are a trustworthy, credible, reliable source of information or provider of an offer.
These activities are implemented at a pace that Google will view as normal site improvements rather than a suspected “SEO attack” or “Black Hat SEO” — which is seen as unethical, will only cause temporary improvements, and can negatively impact your reputation with the search engines and your long term search engine positioning.

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