Search Engine Optimization

Search Engine Optimization (SEO) is an action that manipulates the content on a website with the intent of achieving high serp's (search engine ranking page). Approximately 80% of online users use organic search to find what they want on the web. For the Small Business Owner the right strategy is critical to having the right traffic come to your doors.

SEO when done correctly will gain positioning amongst the search engines over a period of time.

A SEO strategy involves:

Content Management:

Use of keywords and strategic positioning of the most important keywords and phrases on your web pages. Search algorithms (mathematical equations) determine the relevance of the documents that you post and match your level of relevance to the keywords or phrases that your audience has searched. Producing the correct copy/content based on both the search algorithm and your audience will increase your SEO success.

Keywords or Phrases:

This refers to the percentage of a specific keyword or phrase used on a page. The higher the density of particular keywords on a page, the more chances it has of obtaining high search engine rankings for the said keywords. While different search engines have different algorithms for site ranking, a keyword density of 5% to 8% is highly recommended for SEO purposes. Correct keyword positioning is as important as frequency. Having the right keyword-rich content will only be useful if the search engine spiders can actually find them. Abuse will be flagged.

Link Component:

Internal linking - the way you link all of the pages into your site - has a significant impact on your search engine ranking. In the same way, link popularity or acquiring relevant links from quality websites or authority sites (government, education or media) into your site also has a major bearing on your search engine positioning. The latter, known as inbound links, account for almost 95% of effective SEO. There are various ways to acquire links which can include reciprocal linking, purchasing links, content donations and DMOZ (Open Directory Project).

Site Structure:

When reviewing your site weigh presentation versus traffic; minimizing the use of code that can't be read such as javascript, flash. Ensure code errors, programming breaks, as well broken internal and outbound links are fixed.

Long Tailing:

A recent SEO component is what is termed as the "long tail". Long tailing involves the use of unique, niche terms in the tail of your keyword. Through this technique you will attract an audience who is looking for specifics. A targeted audience will normally have higher conversion metrics, resulting in enhanced profitability.

SEO is dynamic and evolves around the changing needs of your audience and the mathematical equation fuelled by the search engines. Due to the dynamic nature of SEO, a company will quickly fall from their position if their efforts are discontinued. SEO is a process and must to be refined if you wish to maintain your rankings.