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Search Engine Optimization (SEO) is vital lifeblood to your website and the business your website brings you.  SEO makes your page appear when a person does a Google, Bing, or Yahoo search query for keywords that are relevant to your business.

If your site isn’t searchable by the search engine giants (mentioned above) your website is missing opportunities for organic traffic and business.

First let’s discuss what SEO actually does.

One of many things that SEO does is allowing search engines to index your site. Having your page indexed helps it rank higher within the search engine community. A higher rank means better positioning for your business (more visibility, higher search status = more clicks).

To make your site more SEO-able keep in mind that search engines don’t just match words from a query search to words on the web. Search engine’s must go beyond simple word matching. They do this by relating the search query to relevant, related content. If the content on your site isn’t rich, sustainable and accurate to your business, you will not rank highly on search engines.

Therefore, spending time developing and managing quality, useful and informative content for your site is crucial to your SEO (see #1 below). Google’s SEO algorithm, PANDA, searches sites for violations - duplicate content across a site, too little content, redundant ads, and sites that have been blocked by Google users excessively. Sites with violations such as these will be penalized and will not show up in search queries.

OK, now you’re ready for 5 Considerable SEO concepts:

1. Content Quality.

  • Is your site’s content relevant to your business? Do the words on your site thoroughly describe what your business does?
  • Is the content useful? Your content needs to provide your customers with valuable information that they can actually use! Search engines are tailored for the user, so if the search engines determine your content to be what the user wants, you will show up in their search results.
  • Is the content up-to-date? Content should be timely and must reflect current trends, upcoming events and hot topics.
  • Tip: Create a Blog for your company. A company blog will keep your employees constantly searching for new ideas, therefore learning and growing. A blog is also an effective way of generating content that is applicable to your business (if it’s created by your employees, it will most likely be valuable to your customers).

2. HTML.

WARNING: if the idea of code scares you, skip to #3!

  • Page Title tags must be relevant to content and described in about 6-7 words.The Page Title is what shows up in the top tab of your browser.
  •  Meta description tags need to accurately describe content in less than 7 words. 
  • Relevant keywords should be used to explain headlines and subheads
  • In the visible page text, include words users might choose as search query terms to find information on your site (See #3 below).

3. Research.

  • Understanding what words your target audience uses in search engines to find your business is key. This information is found using web analytics and metrics. Try Google Analytics.
  • Use the Google Keyword tool to find out how many people - globally or locally - are searching specific words and phrases. This will help you decide on valuable keywords to use in your SEO.
  • Consider long tail and short tail keyword searches. A long tail search (ex. 17 inch LCD TV Free Shipping) vs. a short tail search (ex. LCD TV). A person performing a short tail search is probably looking to browse brands whereas a long tail search is more specific.
  • Consider different spellings (color vs. colour), language, number usage, etc.
  • Use this knowledge and apply exact matches of your findings to your HTML tags and content.

4. Framework.

  • Speed. Does your page load quickly? If not, no one will wait around to see it.
  • URLs. Must be concise and descriptive of key messages otherwise they will hold back your SEO potential. URL optimization also works better when the URL matches your page Title, as described in #2.

5. Spiders.

  • Can search engine spiders crawl your website? If the spider cannot easily crawl your site, your site will not be indexed on a search engine. More tips on crawling here.
  • Remember that spiders cannot search information that exists behind forms on your webpage - this stuff stays hidden, so any valuable search info should not be behind your forms.
  • Link Structure. If links are poorly structured or broken search engine spiders will skip through them on your site, thereby decreasing your ranking. Broken links are frustrating for visitors because when they click on the link it either takes them to an unintended location or doesn’t work at all. Check and double check your links regularly to make sure they are working properly.

For more tips read: 24 Eye-Popping SEO Statistics

Remember this: Visibility is key. With billions of documents and sites on the web, it is important that people see your site in the top hits of their search query. Most click-throughs go to the #1 result of a search query. The numbers are significantly less for results 2, 3, 4.......

Google, 2007

Don’t Forget Multimedia

Appearing at the top of search results is definitely important to helping people find your business, BUT having multimedia and content in other locations than just your web page will greatly increase your SEO.

Uploading videos and multimedia projects (slideshows, podcasts, webinars...) to YouTube channels is a great way to do this. Content like this is going help you be found by YOUR audience, that is, people who are looking for the services and products your business provides.

TIP: Having multimedia content on other high-ranking web pages will also greatly improve your SEO - for example, get your company’s video featured on a trusted website that isn’t directly related to your business (i.e. Yahoo, local news stations, PBS, Technology sites....any place your consumers will look for information).

SEO is a Process

SEO is an important step in the evolution of making your web page and business more profitable. Keep in mind that if your site isn’t designed properly people aren’t going to find it or use it. BlueBolt specializes in developing and managing web pages that are fluid and coherent. Contact us to discuss your business SEO and web page development.

Now, go update your site’s content and create, create, create!!!!