Search Engine Optimization (SEO) is the procedure of increasing traffic to your website from search engines through organic or search results. More searchers will visit you if you have higher Search Engine Result Page (SERP) rank of your website.
As a marketing strategy to increase the site’s importance, Search Engine Optimization Experts consider search algorithms working and what people are searching. An SEO process includes a site’s coding and structure, content and copywriting, site presentation, as well as resolving other problems that will prevent search engines from indexing your website. If your website is not indexed by search engines, there will be no chance at all for your site to get high visibility rankings on search engines. Hence, it is highly important for companies to take note of Search Engine Optimization and make sure that their websites are properly indexed by search engines.
The term “SEO” refer to “Search Engine Optimizer”. It is a Business term that refers to seo companies and experts that perform search engine optimization process on behalf of their clients, and by staff who perform Search Engine Optimization services in-house. Every company and experts have their own SEO procedure, that’s why they usually use different approaches to achieve high organic rankings for websites. In most of the cases, to have effective SEO, it may need changes to the HTML source code of a website, SEO strategies will be incorporated into website development and design. That is why almost all trustworthy SEO companies and experts will first look at the design and back-end architecture of a website before starting any Search Engine Optimization process. This will confirm that SEO is performed effectively.
So how Companies should use SEO as a marketing strategy? The main objective of applying SEO to a company’s website is to increase traffic. Studies have shown that people scan a search result from top to bottom and left to right, looking for relevant results. That’s why, if your website is at the top of organic listings rankings (organic listings refer to the web results that are listed on the left-hand side of the SERP), it will increase the number of searchers who will visit your website.
A successful online marketing campaign usually use SEO, but it also uses paid advertising on search engines, building high-quality websites to involve and encourage site visitors to take action either via enquiries or online sales, use analytic programs to allow webmasters to measure their successes and improve site’s conversion rate.
Companies can benefit from Search Engine Optimization in a several ways.
However, to make sure that you have a successful SEO implementation, you need to make sure that your dedicated SEO company abides by the guidelines of the search engine when optimizing your site…
There are 2 thoughts when it comes to SEO – White Hat SEO vs Black Hat SEO. White hat SEO is methods that search engines recommend as good practice and black hat SEO is those techniques that search engines do not recommend and approve. For SEO experts who practice white hat SEO, they intend to produce long lasting results. Blackhat SEO methods might get a website to rank well initially, but the site will eventually be banned either temporarily or permanently once search engines discover what they are doing.
So it is very important to understand the best practices in the SEO industry and make sure that your outsourced SEO company uses techniques that conform to the search engines’ guidelines and involves no deception.
White hat method is usually summed up as creating content for users, not the search engines. Your content must be easily accessible to search engine spiders, rather than aiming to trick the algorithms. So, the general rule is to stay on the safe side by creating content that is relevant to your target audience.
Black hat method usually involves practices that to improve rankings that are disapproved by search engines or involve dishonesty. One common black hat method is to use hidden text, either as text colored similar to the background of the website, or positioned off-screen. Another common method known as cloaking is to load a different page content to both spider and human.
Search engines will penalize sites who use black hat methods, either by reducing their rankings on search engine or even removing them from their database completely. This is a very costly mistake as you will lose all your efforts and your competitors are enjoying free organic traffic from search engines due to their high rankings for major key phrases. One example was in February 2006, whereby Google removed BMW Germany from its database for use of black hat methods. However, the company has quickly apologized and cleaned up the offending pages and were eventually restored to Google’s database.
Therefore, it is very important to make sure that your SEO company is not using black hat methods. You don’t want to be blacklisted by search engines and face loss in sales and profits.
Main search engines like Google, Yahoo, MSN Live and AOL get a lot of searches every day. Before you implement SEO for your website, you must know what keywords your target audience is using to search for the product or service that you offer.
Whether you like it or not, but many people have never heard of your company. These people might be your customers if only they can find you in search engines and buying from you. Building awareness is the first step to get a new customer. For example, when somebody sees a TV advertisement of new car, you hope that he or she is in the market for a car at the moment. Therefore, relatively limited people are in that situation at any one time. Most of people who saw the TV advertisement don’t have interest in buying a car at the moment. But someday they will. So, advertisers know that the messages, model of the car and company name in their commercials will stick in viewers’ minds, who may remember the message later when they want to buy a car. It is the same for SEO.
Searchers may not know that your company offers a particular product or service unless they see your website listed on the Search Engine Result Page (SERP). They will not think of you unless they see your listings. Most of the time, searchers looking for a product or service for the first time are not aware of any specific company or brand name as they are just collecting information. Therefore, according to research done by search marketing consultancy prospect, more than 55% of searchers expect to see big brands listed at the top of search results. The same study also shows that over 66% of searchers believe that sites that are listed at the top of search results are the top companies in their field. So, you get the idea how this affects your company’s brand awareness? If your website is not listed at the top of search results, they will not see your company as a “big brand” in their mind. Therefore, it is highly important for you to optimize keywords or key phrases that your target prospects will use to find the product or service that you are offering.
what kinds of keywords or key phrases should you select? They should be relevant to the content of their websites. Basically, there are 3 categories of keywords which are: “Too Hot Keywords“, “Just Right Keywords“, and “Too Cold Keywords“. Too Hot keywords are single word like “Apple” and “Samsung”. These keywords usually have high search but the conversion might not be as easy as targeting keywords which falls into the “Just Right” category. (Eg: iPhone Service, Samsung dealers Pakistan”) companies can get more targeted traffic to their websites by optimizing those “Just Right” keywords.
Selecting of right keywords is the real start of any Search Engine Optimization effort. After you have found the right keywords to target, you can start search engine optimization.
Search Engine Optimization is a very time consuming process as continuous fine-tuning and monitoring required to be done. That’s why, it is advisable to hire a search engine optimization Company.
A professional Search Engine Optimization Company will go through your site and recommend you to increase your search engine ranking and website traffic. before they start to optimize your website, they will give you recommendations and monitoring reports to have an idea of the progress.
Last but not least, to achieve successful optimization results, it is very important for your SEO Company to work closely with your website designer if you have your own IT department. This is because your company website needs to be both visually appealing and search engine friendly in order to attain high organic rankings, as well as conversions.
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