The goal of search engine optimization (SEO) is to position a web page to achieve higher rankings in the free listings on search engine results pages (SERPs). These listings are sometimes referred to as natural or organic search engine listings because the web pages achieve positions based upon the merits of each page relative to all others associated with the keyword phrase used in the search.
A search engine friendly design process helps web pages achieve higher rankings by making it as easy as possible for search engine spiders to crawl and index a web site. Furthermore, it strives to provide all the information search engines seek so that pages achieve positions much higher than they would normally achieve without optimization. There are no tricks involved with this process, but there is a methodology that requires a thorough understanding of how search engines work in order to achieve the proper balance for the techniques applied.
An effective SEO campaign should ideally start with a thorough review of a Web site to determine the extent of optimization required and to set a benchmark to measure future progress. See SEO Site Review Services for more information about this review. Once that has been completed, there are several initial steps that should be completed before any changes are made to a web site. By completing these steps in advance, the optimization process will flow much smoother and your efforts will help to reduce your overall costs.
Click on any of the following links to articles for more information on each topic.
Initial steps:
Step 1: Selecting Keyword Phrases
Step 2: Choosing Web Pages for Optimization
Step 3: Developing Focused Content
Step 4: Developing Effective Titles and Meta Tags
We will gladly assist with the process for each step, or we can manage the entire process for you. The details provided in each article are intended to increase your understanding and to help you to reduce your costs should you and your team decide to do some or all of this work yourselves.
Once these steps have been completed, the optimization of your Web pages can begin. After all code modifications have been made, each Web page code should be tested for code compliance using the World Wide Web Consortium (W3C) validator. After all testing is completed and the changes approved by your team, the newly optimized pages will be posted on your web site.
While the initial process of optimization has been completed, your SEO campaign goals have not been met until your web pages achieve favorable rankings. It can take several months for Web pages to settle into new rank positions, and there are times when the desired results are not achieved. For this reason, an effective long-term SEO campaign requires monitoring of both rank positions and user traffic from search engines. Metrics should be established that provide meaningful measurements. Periodic adjustments may need to be made to your optimized pages due to changes in search engine ranking algorithms, excessive or new competition for some keyword phrases, and a multitude of evolving factors.
Search engine optimization can dramatically improve your chances for top search engine rankings, but no one can legitimately guarantee top positions in natural listings due to the constantly evolving and sometimes volatile nature of search engine ranking algorithms. However, periodic monitoring and adjustment will greatly improve your chances for a very successful campaign.
If you have questions or wish to know more about how we can assist you with your SEO campaign, Contact Us for a no obligation evaluation of your needs.
