Online Marketing Program: SEO Foundation Tasks
But, what is an SEO Campaign you ask….
Search engine optimization (SEO) is the research-based approach of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. Search engine optimization targets the free, organic, natural, or left hand side of search and their ranking algorithms.
Differing from a pay-per-click (PPC) advertising program such as Google Adwords, the organic listings targeted by search engine optimization cannot be manipulated by paying a fee for favorable placement.
Web sites which rank on the first page of search engine results are scored based on a wide array of very specific criteria, the secrets of which search engines guard very closely. For this reason, effective search engine optimization is the only way to gain a top placement among the free or natural search engine listings.
With over 3.7 BILLION searches conducted each day, search engines are the most widely used method of attracting traffic to a web site — with research confirming that over 90% of prospective web customers use search engines to find solutions and vendors. Furthermore, only the top 10 search results will generate a majority of search traffic and subsequent conversions. It will not benefit a company or its products to rank below the first page of natural search engine results.
It is very important to understand that the search engines read only the text content of pages; there is no way for them to read graphics, therefore the words used in the text of web pages is critically important to that site’s ranking. The key determinant in how various pages rank in internet searches has to do with the sophisticated algorithms used by search engine databases to determine the relevancy of a page to the word or words that are being searched for…or your keywords!
There are a number factors that are evaluated by these programs which vary from one search engine company to another and are subject to constant change and revision. Some of the consistent factors in relevancy ranking on a given keyword or phrases include the following:
• The frequency of the keyword within the text of the page.
• The use of the keyword in important places within the page, such as the page title, a headline, in an image name or a hyperlink.
• The percentage of that keyword’s use when compared to the total
number of words on the page…NSI now….
• The number of links to that page from other sites on the internet.
• The authority/trust level of those referring IBL sites…
(do click here to read the background on SEO and to gain understanding so that you will “get” next weeks blog post where we begin to delve into real SEO!)