Search Engine Marketing

Strategic website planning, design and development, drives site visitation, brand exposure, and sales. It is an integral part of the engineering process needed to produce a healthy return on investment.

Improved ROI is the holy grail of search engine optimization (SEO) as it is the evolutionary process of improving your site rankings without the use of expensive pay per click campaigns. Sites ignoring SEO pay a heavy premium. This is because their rankings tend to rely upon PPC campaigns to compensate search engines when selected keywords are used for higher ratings.< /p>

SEO leverages what is known about search engine ranking criteria to maximize a website design so that it ranks highest. Due to the criteria, it is impossible to achieve this overnight, however there is ample opportunity. Though oversimplified (as keyword density, including non-targeted keywords, etc, are factors), one ongoing objective of SEO in site design is to consistently achieve high rankings on search engines by properly incorporating desired keywords into content.

High rankings on search engines require more than well designed content. Search engines use algorithms to prioritize search results based upon many factors, including a page's relativity, popularity, and quality. Properly structuring and identifying web site pages using title, description, header and robot meta-tags, is critical to informing search engine spiders of a page's relevance. For similar reasons, submitting site maps regularly is a generally performed practice to inform search engines of pages within a site. Search engine rating criteria are constantly developing. Recently, search engines placed greater emphasis on sites offering mobile services.

Some factors simply take time, Google and other major search engines for instance, rate popularity high as a key indicator of relatively and quality. One way this is measured is by determining the number and quality of sites that link back to a website, called back-links. Building back-links is a driving factor for driving up SEO results. According to Social Media Today, 2015, creating great content and driving traffic back to your site will remain the best way to generate organic leads. It should be of no surprise then that SEO and social media integration is paramont to your companies continued online growth and success.

An integral part of SEO that must be accounted for is using analytics to measure site performance. Tools, such as Google Analytics, can measure comparative site rankings, where traffic is coming from (e.g., PPC, affiliate ad campaigns, etc.) and why (e.g., keyword success). Consistently high web page rankings require business strategy, tactics and time, but it’s a rewarding endeavor that needs to be strongly considered for continuous commercial gain.

Written by: Bruce Yeager, See References

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