Search Engine Optimization
Search engine optimization is the process of writing content and code and encouraging external links to increase the chances of a website ranking in the results page of a search for a specific term. In its simplest form, SEO is about creating content that people want. Content is king, and if you create great content, it will eventually show up in search. At its most complex form, SEO is about deconstructing the complex algorithms that Google and other search engines use to find and index files on the internet, and creating content that the ranking algorithms will associate with your target keywords.
We advise clients to pursue an SEO strategy that falls somewhere in the middle.
Google is the greatest advertising platform in history. People specifically communicate their interest the moment they are ready to receive information. As an advertiser trying to reach a customer on Google, you don’t have to catch their eye as they flip through a magazine or fight for their attention in between their favorite new music during their morning commute. They tell you what they want to know the moment they want to know it.
Your job is to be ready with the right message when your customers want it. We’ll make sure your website shows up in both paid and free listings in Google and the other top search engines for your relevant search words.
Our mission at Spring Marketing Strategies is to help small businesses deliver a compelling message to their customers, so that’s where we start our SEO process. It starts with your target customer.
Step 1: Keyword Research
- How would the people who buy your products and services describe your product and services?
- What words would they think of when trying to find what you sell?
- These are the words you want to use to describe you sell.
- There are tools to help with this process, but it comes down to thinking like your customer.
Step 2: SEO Copy Writing
With a list of strategic target keywords in hand, begin writing the words for the website making sure to include those keywords in important areas like headings, subheading, lists, etc. Good SEO copy will read well to people but feature strategic keywords in appropriate places. It will have meaning and value to both human visitors to your website and the search engine crawlers sent to visit your website.
Step 3: Code the HTML
Hypertext Markup Language (HTML) is the primary computer code used to build website. There is a right way and a wrong way to write HTML. Properly coded HTML makes clear to search engines what content on a web page is important and what keywords should be associated with that page.
Step 4: Launch
Flip the switch and let the world know you’re here.
Step 4: Tracking and Analytics
With your keywords researched, copy written, website built and launched, it’s time to monitor your rankings and adjust as needed. There are tools that help you track how your website ranks in search engine for you target keywords, and track what words are actually driving traffic to your site. You may find a words that your didn’t expect work better than words you targeted. That’s fine, you can make adjustment.
The key is to analyze and understand your data and to make ongoing adjustment based on the real life results. Rinse, wash, and repeat.