SEO

Overview

With the advent of internet search engines and the world-wide success of internet marketing, SEO or search engine optimization has become a familiar buzz word in the last few years. Some professionals try to use these three letters to define the many parts and layers of internet marketing. The term has become a synonym with achieving a successful online presence. However, there are many factors that need to be evaluated and improved upon for optimum results.

In reality, SEO is a complex craft based on experience and knowledge that will, if executed in the correct manner, make a website more appealing to search engines. This is done by cleaning up code, having proper navigation, along with content that search engines use to rank a site. This is also done with building a strong back link system to achieve and convey an authority to a website that search engines recognize and rank accordingly. All of these methods, if done in the right order and with ethics in mind will bring more traffic to the website. So in a nutshell, SEO brings more visitors to a website.

SEM (Search Engine Marketing) is a strategy for encouraging a visitor to a website to buy something or request a service from the website. The value of SEM resources is often forgotten because it is assumed that if people come to a website then they will buy more. However, this is not completely true. We call this change from a simple visitor to a sale the “conversion ratio” and are closely watched if the proper tracking is allowed to be installed in the system so that visitor activity can be properly tracked.

Tracking a site’s visitors and their behavior on a site is usually done with Google Analytics. There are other similar services available but over the years we have found the tools and reports available are far superior to even some of the pay-for services currently on the market. With just a few clicks you can set up tracking and receive reports almost immediately. Also, setting up conversions or “goals” within Google Analytics is possible. This allows us to know what paths visitors are taking through the website.

Search Engine Optimization/Search Engine Placement

Successful SEO for a website greatly depends on a close eye to detail. In our full spec sheet we will research keywords and know what words are best to target. Then plan the placement of these keywords in the proper areas or pages is also important. The proper limits of title tags, ratio of H1 tags, and navigation will all be outlined. Very few things in SEO are set in stone. The criteria required for top ranking changes and evolves therefore we will lay out the options that are available to us so that you can decide what direction you want to take. Laying out the particulars of the SEO process and giving you options and varying values from the success of these methods should allow you to better understand how SEO works.

Search Engine Marketing

Having a strong “call to action” for a visitor to your website can make the difference between a simple ‘looker’ or conversion. What text or phrase catches their eye, how the navigation of the site encourages them to move on or leave the site, and how long they spend on your site are all key parts of conversion success. There are often many paths that can be taken to do this. We will give you a list of recommendations on how to make your site more accessible and easy to use, and persuade people to sign up, buy or participate!

We have seen great success – not just with an increase in visitors but changing those visitors into conversions.

Tracking

You will never know where you are going until you know where you have been. By tracking using Google Analytics, along with additional system metrics, we will provide, information on how your visitors are reacting to your site, visitor demographics, what page they are leaving your site from, how long they are remaining on your site, and how many sites are linking to you and why.

Conclusion

Before a decision to take a website to this next level using SEO/SEM, the following questions should be answered:

  • What is the main goal for the site; information, products, services?
  • What will compel a visitor to stay on the website long enough to view all the pages?
  • What will encourage a visitor to offer their contact information?
  • How will visitor information be used to generate interest and sales?

Starting with these answers a focused plan can be formulated, and executed. Quality SEO and SEM are a process and results aren’t seen overnight, but with a steady progression of methods and tracking, you will almost always realize total success!