Every week I meet someone who asks if I include SEO in the services I offer. I answer yes, followed by the question "what is your understanding of SEO?"
The answers usually include something similar to " making it easier for search engines to find my website, changing keywords or meta tags, etc" While that answer is a partial explanation of SEO, it fails to answer the full picture and the best way to accomplish it.
Search engine optimization (SEO) is the process of improving the visibility of your website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Search engines don’t read text, view images, or watch video the same way a human being does, so your website must include certain instructions so that the search engine can not only find you, but can also deliver visitors to your specific content.
What once worked in the past, may not work as effectively today, as the search engines consistently change their search algorithms; the method that they find and rank a website and web page. With the introduction of “instant search”, “plus 1” and results from social networking sites being delivered, your website must consistently change to keep up with the changes in the search engines practices.
In the beginning, SEO was as simple as changing a few meta tags and keywords in your website code. Then as the internet grew with millions of websites, and thousands in your niche, SEO had to evolve. Some of the previous efforts for SEO no longer work today. At one time, cross linking your website (I’ll post your link on mine, if you post me on yours) was popular and for some websites it created an increase in traffic and interest in their products; especially if those linking websites were in their niche. Then the search algorithms changed again and these cross links just washed each other out. For a long time (and still), many SEO companies started placing their clients website on hundreds and thousands of non-specific directory sites. Although this “might” increase the traffic to a website, it has no positive effect on page ranking or earning authority ratings with search engines. Plus, search engines many times either ignore or block these non-important sites, so your link becomes worthless. On the other hand, placing links on high authority sites, especially in your niche area, have a greater potential of delivering better visitors to your site, and increasing your overall ranking.
For years we have been telling clients that content is important, and current content is essential, yet many websites are still launched and left to sit for months and even years, A website with no new activity will soon fall to the bottom of the sandbox, and then take extra efforts to relive it. Internet searchers are becoming more specific in their request, and demanding quicker results. Keeping your content current gives you a better chance of answering those search inquiries.
SEO works when it is included in your overall marketing plan, which includes your website, your blog, your videos, your email newsletter and all your social networking sites, (ie: Facebook, LinkedIn, industry specific sites, etc.), tied in with your offline marketing efforts as well. Working on only one area can be more costly in time, potential designer fees and low returns.
Internet marketing returns better results with (1) a strategic plan; (2) Analytics; (3) Analysis of results vs goals; and (4) Adjustments. Rinse and repeat.
Wishing you awesome and continuing success. Happy Internet
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