Search Engine Optimization breaks down into two components:
1. On-page SEO
How relevant is your website for a given keyword? Consider someone conducting a Google search. When they type in a keyword and hit search – Google will only present websites that are both ‘relevant’ to the search term and have a high Domain Authority (See off-page SEO below).
This is the process of building a high-performing search engine optimized website. The first step in the process is keyword research to determine what language and keywords your target market use to find your products and services. Google provides access to their keyword usage database, and we use this to determine what keywords/language should be used on any given page on a web ite.
In the example below, the Google database shows that the search term ‘search engine optimization’ is the subject of 110,000 searches each month in the United States.
In addition, to providing information on the number of searches for a given keyword, the database also provides a list of alternate keywords. This is very useful when it comes to search engine optimizing a web page because now we have a good insight into the language that our target market uses when trying to find your products and services.
If you have a 20-page website, you have 20 opportunities to market your products and services because the search engine optimized content will be different for each page, and this provides a path for the search engines to evaluate each page. Failure to make each page unique results in the search engines being unable to differentiate one page from one another.
Web Strategic Marketing typically targets two or three key words per page, and different, if possible, on each page.
When the keyword research is complete, the target keyword/keyword phrases for each page and building the target keywords into the SEO elements on each page. The primary web page SEO elements are:
- Page URL
- Page title
- Meta description
- Page headings
- Anchor link text
- Image alt tags
- Repetition within the written content
This is an iterative process because as the search engines (continually) change their search algorithms the website’s SEO strategy must also evolve.
To fine tune the website’s search engine optimization performance, we evaluate the web site analytics (see example below) to understand:
- How the web site is used
- How effective were the keywords
- What pages are viewed and what pages are not
- What steps can be taken to increase the number of site views via organic search (a typical search engine result which is fee-of-charge compared to paid search which is fee-based)