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search engine optimization

Guide to Search Engine Optimization

In order to optimize your website, you need to ask yourself 3 questions:

  1. How are people searching for my products or services?
  2. What is the competition?
  3. Which searches can I win?

After you've identified a number of search phrases that are potentially winnable, you are ready to create a search engine optimization plan for your website. First, review your website and determine whether you have significant content already developed that correlates closely with the keyword phrases you have identified. At a minimum, you need one page of well-written and useful content for each keyword family you have chosen. Each page should be entirely focused on exactly one keyword family. An excellent example is a page from an encyclopedia. For competitive keyword phrases, you will likely need to devote entire sections of your site to winning just one phrase.

Search Engine Optimization Ranking Tips

Nature of Search Engine

The first thing that you need to know is that most of the major search engines utilize an algorithm to determine where a website ranks. The search engines have setup specific criteria that a website must meet to get to the top of the list. The criteria are different for every engine, but all engines share several commonalities. It all boils down to the type and amount of content provided on a given website, the level of optimization done on the site, and the popularity of the website (link popularity/PageRank). Below we examine these in more detail.

Knowing Keywords and Search Behavior

In order to rank a website, you must first identify and understand your target audience. Keywords can tell you a lot about the type of user that will be potentially visiting your website. Many times it is best to consult an optimization professional during this process. Most individuals can determine which keywords are best for their website, if they are using the right tools, which are readily available. The difficult task is to determine which keywords are most relevant, and realistic to optimize for. One must also determine which keywords to optimize for on the various pages. When competing for any keyword there may be enough competition against you. Proper keyword targeting is crucial for a successful search engine marketing and optimization campaign.

The first thing to realize when targeting keywords is that it is not all about ranking for the most popular keyword. The most successful search engine marketing and optimization campaigns target the most relevant keywords. There are several tools available from Google, Overture, and third party software developers that can make the keyword research process easier. We utilize a combination of these tools and others that have been licensed to create a professional analysis for our clients.

Content is King

Again, thinking at the algorithm level, how do search engines rank websites? The answer is quite simple: Those who have superior content rule. The phrase "content is king" still holds true today. If you want to be relevant for specific keywords, than you need superior or at least highly competitive content. With that said if you want to rank for a slew of different keyword phrases, than realize that you require a slew of relevant content. On average, one can target between 3-5 like keyword phrases per page.