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What is SEO? Search Engine Optimization

Plain and simple, search engine optimization is the process of making improvements on and off your website or online content in order to gain more exposure in search engine results. More exposure in search engine results will ultimately lead to more visitors finding your website or social media pages for the right reasons.

Our solutions are backed by data! How do we acquire this data? We get what we need or rather what your business needs in our consultations and deliver solutions with SEO as a top feature.

Let’s take a step back and understand the goal of the search engines themselves. Fundamentally, search engines are just trying to find and understand all of the content out there on the Internet and then quickly deliver Relevant and Authoritative results based on any phrase that a user might be searching for.

First of all, let’s talk about Relevance. When a customer searches for something like “Mexican Restaurants”, search engines want to show a list of results that are relevant to the topic of Mexican Food. Search engines will analyze all of the web pages that they’ve ever visited and picked out the pages that they believe are the most relevant to Mexican food.

They determine this by evaluating lot different factors here are a few:

  • How is content written and implemented in code?
  • How are other websites around the Internet linking to your website?
  • Trust us there are a lot of factors that differ depending on the search engine.

 

All of this is stuffed into a big, big complex and very proprietary algorithm. Soon after the enter button is hit, in a fraction of a second, a search engine is then able to rank and display all of those web pages in order of relevance to that phrase that the user just typed in, in this case, Mexican Food. This is very crucial to understand because search engines make a very clear distinction between content that’s about Mexican Food versus content relevant for other phrases like Mexican Restaurants, or a phrase like “Mexican restaurants near me”. Search engines are able to understand quite a bit about semantic and thematic connections between words and concepts.

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Search Engine Optimization

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Another Example

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Take another example search query, “super bowl”. A search engine knows that pages selling Super Bowl tickets are extremely relevant to that search query, but it also knows that websites about the Super Bowl are also very relevant. It also knows that a website promoting things like Super Bowl parking and the teams involved might also be relevant to the search query but maybe a little less so. The other factor that influences search engine exposure is Authority.  In other words, out there on the largely lawless wild west know as the World Wide Web where anyone can post anything, is your website a trusted place on the Web that the search engines would want to show to their users? One very common way that search engines determine the authority of a webpage or a domain is by evaluating what other websites think of your site, and this can be measured through the links out there that are pointing to your website/pages.

A link can be thought of as a vote on the Internet. A webpage linking to your website is almost like saying, “Hey, I trust your content enough that I’m willing “to reference your page “and possibly even send traffic to your site.” It’s a vote of trust! The search engines pick up on this as they scour the web, reading, evaluating, and storing all the data they can find on all the pages of the Internet, but it’s important to know right from the start that this is not just a popularity contest where people try to accumulate the most votes on the Internet. Search engines have safeguards in place to prevent this kind of abuse and there are penalties for trying to take shortcuts. Instead, place an emphasis on the quality of the link(s).

For instance, a search engine is more likely to trust a link if it comes from a well-respected or an industry-related site (like an industry-leading blog or a nonprofit or a government agency that’s involved in your field of work). A link coming from a one-month-old site that has nothing to do with you or your industry with some text that says, “I’ll link to anything you want for $5” is not going to be valued nearly as much. From the search engine’s perspective, some links are more effective than others in casting their vote to your website and determining your site’s authority, so you might think of this whole system as a weighted democracy where some votes are worth more than others.

Understanding how important both relevance and authority are to a search engine will help us to both understand and improve these factors. In addition, this will lead to better search engine exposure and more visitors to the pages of our websites.

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Business Owners

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If you are a business, there are some very real and specific benefits to having a consistent, ongoing search engine optimization strategy. For the first time in the history of marketing, users are offering up their actual intent through the words that they type into search engines. And more than ever before, you can measure the results of your SEO efforts as a marketing channel. While search engines don’t charge you for listing your web pages, planning and implementing SEO in your organization is certainly not free. You’ll need to spend the time, money, and resources to do this the right way.

The good news is that this can help you obtain a tremendous marketing reach, attract more targeted visitors, and measure the impact of your efforts in terms of a return on your investment. More and more content appears on the web every second of every day. And your customers need search engines to help make sense of it all. In fact, the bigger the web gets, the more search engine usage continues to grow. People search to find answers to their questions. To buy products, to find a place to eat, to book their travel, to get their news.

Just about everything we do online starts with a search. And it’s not just done around the family PC anymore. The explosion of connected mobile and tablet devices means that we have access to search just about everywhere in the world. What people search for says a lot about their intentions, or what actions they intend to do or take at some specific moment in time. And this has been traditionally the holy grail of marketing research. If someone searches for “biking trails in Texas,” or “where to buy a camcorder,” it’s very easy as a marketer to understand exactly what they’re looking for.

The role of search engines is to match those user search queries to pages that match that topic. And if you sell electronics, well, what that means to you, is that you can create relevant content that meets the needs of the searcher at exactly the right moment. Good SEO can essentially provide you a stream of some of the most targeted, intentional traffic that you could possibly ask for. But more than that, one of the biggest benefits of search engine optimization is the ability to actually measure your results. You can use your website analytics data to find out exactly how successful you are in acquiring search engine users.

And you can see if those user’s actions are in line with your business goals. You can evaluate the effectiveness of your content in attracting and advancing the users through your sales funnel, and you can measure what they do and what they don’t do on your website and beyond.By attaching real dollars and cents to those actions that began with a simple search, you’ll be able to truly measure return on your investment from the SEO channel.