Search Engine Optimization – SEO

Digital Marketing

Search Engine Optimization – SEO

by | Digital Marketing Content

SEO – Search engine optimization involves understanding how search engines work. Search Engines use programmed algorithms that dictate their behavior. When people execute a search using a search engine by typing in search keywords, algorithms are invoked determining the results returned. SEO is the process that helps return your website or web page in favorable rankings by understanding the algorithms and optimizing for them. SEO specialists will also recommend the search engine(s) and keywords to optimize to ensure that you’re reaching your targeted audience. SEO analysis and expertise are needed because optimizing SEO-related elements will result in a website or web page receiving more targeted traffic. SEO’s purpose is to get keywords associated with your website or web page to rank higher on the search engine results page also referred to as SERP. The next goal is to convert the website or web page visitors into customers.

For example, Google, Bing, and Yahoo are the most popular search engines that use crawlers to find pages for their algorithmic search results. Linked pages from other search engine indexed pages typically do not need to be submitted because they are found automatically. Google offers Google Search Console. An XML sitemap feed can be created and submitted at NO cost to ensure that all pages are found, especially pages that are not discoverable by automatically following links in addition to their URL submission console.

Search engine crawlers look at several different factors when crawling a site. Important to note: Not every page is indexed by the search engines. The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled. SEO takes all these things into account when optimizing websites, web pages, and their keywords.

Content optimization is another important aspect of Search Engine Optimization services. This is the process of making sure that your content is written in a way so that your website or web pages rank favorably on the search engine results page(SERP) thus reaching your largest possible target audience. The process of optimizing content includes making sure your website or web page(s) associated keywords are present, adding or optimizing page content, adding meta and title tags, and relevant links, etc. This process typically includes optimizing headlines for increased Click-Through Rates (CTR’s) and adding relevant visual content for increased user engagement.

Mobile devices are becoming the most used devices for searching on the Internet. Back in late 2016, Google started to make their index mobile-first, which means the mobile version of a given website becomes the starting point for what Google includes in their index.

SEO – Search Engine Optimization services are usually provided by experts. They use various methodologies that optimize the quality and quantity of internet traffic to a website or website page from search engines (e.g., Google, Bing, Yahoo, etc.).

SEO experts keep up on any changes by the search engines and determine the best techniques to help your website, web pages, and related keywords to rank favorably with the search engines.

Some Critical Elements to Consider When Creating an SEO Strategy Plan:


  • Benchmark Your Current SEO Performance
    • Establish Baseline
  • Competitor Analysis
  • Define Goals
  • Define Your Target Type: 
    • Local  SEO 
    • National SEO
    • Ecommerce SEO
    • Franchise SEO
  • Keyword Research and Definition 
  • Content Optimization and Tags 
  • Technical SEO and Website Performance
  • Website Design 
  • Full SEO Audit 
  • Citation Submissions 
  • Backlinks & Referrals Submissions
  • Desktop and Mobile Maps Submissions
    • Google
    • Bing
    • Apple
  • Voice Recognition Search 
  • Search Engine Accounts Creation and Management
    • Google Analytics
    • Google Search Console 
    • Bing Webmaster Tools 
  • Search Engine Updates Adaption Tools 
  • Ongoing Monitoring
  • XML Sitemaps 
  • Bad Link Cleanup
  • Backlinks Monitoring Reports 
  • Periodic Ranking Reports & Updates

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