In addition to the appeal of â??freeâ? clicks the organic results receive 2/3rds of all activity on the search engine results page (SERP). The first page is also prime real estate because over 95% of searchers never click to the second page of results.
55% of marketers worldwide reported that they will be devoting more resources to SEO in the future.They also ranked SEO as the best way to drive leads and traffic to their site (â??UK Search Engine Benchmark Report 2009? Consultancy and Guava). Simply put, search drives leads and sales to your business!
To perform intelligent SEO you will need to make sure your site is optimized for 3 key factors; Content, Relevancy and Links.
The First Factor: Content
Your Website is your showroom, a place where you are representing your business, accept you donâ??t get a chance to meet your customer online. The information or content that you share on your Website is crucial to developing business into sales. This is exactly how the search engines view content, they want to know what you offer and understand that it will help the searcher.
To help with the Content factor; your site should be at least 5 pages deep, include proper headings, pictures, and a blog.
Include proper headings and pictures to help your customer understand what you offer. Headings are very important because they tell the search engines what is the most important topic or Keywords about your business on the page. Headings are often referred to as <H1> or <H2> tags.
The Second Factor: Relevancy
Relevancy is measured in keywords on the search engine. â??Googlebot processes each of the pages it crawls in order to compile a massive index of all the words it sees and their location on each pageâ? (Google Webmaster Tools). To take advantage of this, you should develop the content on a site with keywords that best reflect your business. Do not create artificial information just to please the search engines. Do write content that includes the keywords you would like to rank highly on.
The process of keyword research is paramount in any intelligent SEO campaign. As a business owner you need to understand how people search for products online. This tool will help you understand what terms related to your products are searched upon. The idea is to find a long list of keywords directly related to your business that receive an ample amount of search volume.
As a rule of thumb, the more general the keyword, the less likely the click is going to convert to a sale. The more specific the term, the more likely the click is to convert to a sale.
The Third Factor: Links
Links are connections between your site and other sites on the web. A link can be found on a website, in an email, a directory or in a comment box on a social media site. Utilizing the links to and from your site is key to achieving a high ranking in search engines. In addition to just having links to and from your site, you need to make sure that those links are related to your business. Google states, â??webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.â? (Google Webmaster Tools).
Links should be relevant, look for sites that share similar keywords and make sure they link back to the related page. For example, if you build a relationship with a Landcruiser fan club site you will want to link their site to a page dedicated Toyota SUVâ??s on your website. This idea can be replicated across all links;find a relevant page to link to so Google can properly identify what terms you should rank highly for.
Peter "WebDoc" Martin
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