As one of the oldest and largest SEO firms in the Midwest, we have witnessed first hand how promoting a website by earning high Organic rankings can be one of the most cost effective ways to promote a business. However, a lot has changed over the years.
When we first started, search was limited primarily to keyword searches. Now a typical Search Engine Results Page may integrate localized results, paid ads, paid shopping feeds, news, videos, images and answer boxes - each of which has their own ranking algorithm which has evolved over the years.
So SEO in today's world comes in a lot of different forms and utilizes algorithms that look at thousands of factors. That being said, the keys to success are not that complicated. The two major search engines, Google and Bing, both rank web pages, ads, local profiles, videos and the like using mathematical algorithms that attempt to determine the assets' relevance and importance to the search query.
Target Keywords That Will Provide an ROI - The keyword identification process forms the building blocks of a search engine optimization campaign. It is during this step that we create the architectural plans for the whole program and determine the best course of action for achieving your goals.
Ensure Compliance with Search Engine Technology - Before starting the process of making your web pages relevant and important, it is critical to determine whether the search engines can effectively spider your website's content and index it. However, as important as it is to ensure that no major issues technical issues exist, one should also review the site architecture, landing page quality and other factors related to the health of the website.
“Never lose sight of the fact that all SEO ranking signals revolve around content of some kind.”
- Duane Forrester
Develop RELEVANT Content - More often than not, research will indicate that a keyword or phrase should be targeted that is not currently prevalent on a website. Search engines do not like subtlety. If you want a page to rank well for a certain keyword or phrase, your site needs content that is RELEVANT to the particular search phrases that you want to target. Given this, developing content for websites is one of our primary SEO activities.
Make Pages RELEVANT - Align various elements on one's website, video, image or ads to particular keyword phrases or themes. For web pages, this involves integrating keyword phrases into the page's Title Tag, Headline, Body Copy, Inbound/Outbound Text links, alt tags, image names, file names, meta content and a few other page elements.
Make the Site or its Pages IMPORTANT - Importance has traditionally been determined almost exclusively by a site's link popularity and the manner in which the webmaster spreads this link popularity throughout the site. Today, we are also seeing the algorithms give weight to factors like how long one spends on your sites once they enter it, how many Social Media mentions it receives, and how strong the brand is in keyword related searches.