Search Engine Optimization – SEO & SEP

shutterstock_146721446Between 85% to 90% of all web site traffic comes from the search engines and directories. Using a simple search engine submission services that submits your site to a 100 search engines for a price doesn’t work. Besides, its just a few that matter. Just because your site is listed in the search engines won’t mean that your customers can find it. In fact, several search engines will actually penalize your site for using that method. Only a systematic search engine optimization and positioning campaign is effective in getting your website the exposure it deserves. This is because these efforts are custom tailored to your specific site and are designed to give the search engines what they want and need in order to find your site among your competitors and other sites related to your industry category. Search engine optimization and positioning is challenging at best. It’s not a simple matter of adding a few tags that contain your important keywords. It is an art and a science, because it is applying creative techniques to an in-depth study of the search engines and directories. Hawkins Consulting is committed to meeting the search engine optimization and positioning needs of your web site and proposes a campaign to get your website into the top 20 results for the keywords we choose together after careful analysis of your website, the market, the general competition and your direct competition. Our goal will be to meet your Search Engine Optimization (SEO) needs thoroughly and professionally. On project completion your web site will be more accessible on the internet in terms of top rankings for specific keywords across the major search engines.
Search Engine Optimization (SEO) Overview

ideaSearch engine optimization (SEO) is a term that is generally used to encompass several aspects of the process of improving the visibility of a web site or a web page in search engines via the un-paid “organic” search results. In general, the higher on the page and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence. The idea behind SEO is to make your website as “friendly” as possible to search engines so that the individual webpages on your website can easily be associated with specific terms that search engines like Google and yahoo index. The term “search engine friendly” may be used to describe web site designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.

As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. While mostly technical in nature, does include elements of business, sales and puzzle solving. If done correctly, you will have a website that will achieve high rankings in the organic sections of search engine results pages. Creating a Web site does not just involve technical skills, or copywriting, or links, or search engine submission; it involves an intricate blend of hundreds of variables that make up a web site.

URL ranking results change week-to-week due to competition, so maintaining a top organic SEO ranking requires constant keyword monitoring and information rework.

The objective of search engine optimization (SEO) is to increase a web site’s traffic by ranking very high in the results of searches for the keywords in the search query. It is the mission of SEO to make the site’s content worthy of higher search engine ranking by being more relevant and competent than the competition’s. This SEO process is often viewed as a struggle to rank well for just a few keywords, instead of a struggle to satisfy the needs of those entering the query. If you search on your best keywords you will see the leading sites in the rankings and to obtain traffic for your content you will need to rank higher than those top sites.

It is not enough to simply add meta tags and do search engine submission of your site to a million search engine indexes and directories. The first placement tip in obtaining significant web traffic counts is to seek first-page search engine results. An early step is to build a great content-rich site. One of the last steps is the proper submission of your great site to the search engines or directories.

The Meta Keywords tag may work for some search engines, while Google, Bing and Yahoo emphasize content and titles. As a result, it is important to have the most common words also appear at the top and throughout your site if it can be done without hurting the appeal of the site.
Steps to Successfully Creating Key Words:

  • Keywords – The most important first search engine optimization tip is to select keywords wisely. There are a few items you will need to go through in order to properly select keywords. You must think about your keywords. You should make a short (or long) list of keywords they would want to use to find your own site.
  • Competitive Research – We will identify competitor keywords. It is critical that we identify the best search terms and keywords used on your competitors’ sites.
  • Combine the Keywords – We will determine what keyword phrases people are using in the search engines that will help them find your site in the results pages. You should have a lengthy list of keywords and phrases for us to start.
  • KEI (keyword efficiency index) – We will check to make sure your Keywords are worth optimizing for. If no one searches for a particular term, even if you think its the “perfect” term, there little sense of including it. No one (or few people) are searching for it.

How we Achieve Better SEO Rankings

Here is what we do:

  • Meta Tags – We will make sure each keyword in your Meta tags must also appear within your content to avoid spamming penalties. There has been a lot of discussion about the continued use of Meta tags. Meta tags (specifically the major Head section tags) in our opinion are important to search engine optimization.
  • Title Tag – It is important that your page Title tag be as descriptive as possible of what the page is about, and that it contains your best keywords. Listings that include the best search terms in the Title and Meta Description tags have a better search engine ranking and a higher click-through rate (often more than double the traffic) than those that do not!
  • XML Sitemap – With the addition of XML Sitemaps, spidering is even easier, but you MUST still have crawable site maps. Unfortunately manual page submission spider frequency varies, so you might need to submit pages to all major engines, but certainly not to all search engines.
  • Keyword Tuning – Keyword tuning for a search engine marketing campaign is an iterative loop; you keep doing it until you rank reasonably well on several search engines. At that point you at least have the right words and a reasonable Meta Keywords tag. But some search engines use different strings to determine keywords, and their algorithms downplay or ignore Meta tags. These search engines extract keywords from the content on your page, so you need to place your best search words throughout the displayed content for your page.
  • Google Rankings – We will monitor and maintain your rankings. Most people are concerned about their Google rankings, and cannot seem to see any significant change in rankings when they change things (optimize pages) in significant ways. We believe that the changes do matter and are causing ranking changes, but users simply cannot see them.
  • Link Building – Link tracking allows you to identify and choose possible sites that you will want as link partners once your site is content-rich and optimized. If these sites link to your competition, then you want them to also link to you. This is also done so that these potential link partners can be checked for Meta keywords that might be related to your site and that were missed by your competition. Who links to your competition may be a great indicator of the community that contributes to the ranking for your visitors as well.

The number and authority of links to your site are factors in determining how well your site will rank with some search engines. Popularity is often measured by gauging PageRank associated with a particular keyword phrase, and impacts the ranking your site might have.

PageRank and Links – we consider links vital to long-term natural search engine optimization and ranking. The objective is this: if you get a site to link to you, then you gain PageRank popularity points. If that site has a lot of quality sites linking to it and it links to you, you get a lot more points, but if that site has few quality sites linking to it, you get only a few points. As such, for SEO ranking purposes a link from a major site in your industry with a high PageRank would be worth more than a link from, provided that both had content similar to yours. In essence, if enough quality sites link to you, then your site becomes a quality site by association. So you want the best sites, not the most, to link to you. Likewise, if you link to other quality sites, then your site is assumed to be a quality site by association. However, the sites must be covering the same topics as your linking page in both directions.