Search Engine Optimization

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Search Engine Optimization

Many experts believe your website is now the face of the business. But a key piece of your website is getting it found on the internet. With the volume of websites in the world, it might be a challenge to ensure your website is optimized for search engines.

What is SEO?

Search Engine Optimization (SEO) is the process utilized to enhance a website’s ranking in a search engine’s organic (un-paid) search results. The higher the ranking the better. Ideally, your website should be on page one and above the fold for maximum visibility. Each search engine uses their own unique and proprietary algorithm to rank webpages. According to a ComScore report published in January 2014, over 67% of search traffic comes through the Google search engine, with Bing a distance second at 18%.

Key Components of SEO

SEO has several key components: links, keywords, time spent on website / low bounce rate and website volume.

Links — While the Google search algorithm is not shared with the public, a recent survey of SEO specialists determined that 60% of search engine ranking is validated by links. This includes the number of links pointing to your site and the quality of those links.

Keywords —   A keyword is a word or string of words (keyword phrase) in the text of a webpage that search engines scan to determine relevancy of a given search. Select one keyword / phrase per page then tailor that page content to that keyword. If you need help determining keywords check out Google Trends for assistance. While it is important to not “stuff” a page with an extraordinary amount of keywords, be sure to maximize keywords in the page content, heading, tabs, file names and even the URL itself.

Time Spent on Website / Low Bounce Rate — The longer someone spends on your site the better, which ultimately corresponds with a low bounce rate. Per Google, a bounce rate is “the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality – a high bounce rate generally indicates that site entrance pages aren’t relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert.” Remember, content is king. The more relevant the content the longer time a user will spend on your page.

Volume – In this case, the larger more voluminous the website the better. Google estimates that the average size of all website is just over 400 “pages.” That seems like a daunting figure, but you can continually increase the size of your website by utilizing a comprehensive blogging strategy. And, don’t forget to maximize keywords in each blog!

Developing a SEO strategy and ongoing maintenance can seem like an exhausting task, but well worth the reword.

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