Search Engine Optimization (SEO)
If a website is built on the Internet, and no one finds it on Google, is it a site unseen?
Yes, unless visitors are driven directly to it through costly advertising means.
The most effective websites are optimized for search — so they appear high on the list in organic (unpaid) results when customers use a search engine (like Google) to find content of relevant interest.
A well-optimized website or page is designed and written so that search engines can clearly identify its dominant topic. Search engines index the site or page in a relevant category so when people search for information about that topic, the site or page appears in organic search result pages (SERPs). The more relevant and popular the page is, the higher it appears in search results.
While search engine indexing is managed with complex mathematical algorithms, optimizing websites for search is both a science and an art.
The Science of Search Engine Optimization
The science of search engine optimization involves strategic website structure combined with key words and key phrases embedded in visible web page elements, such as text links and body copy, as well as hidden web page elements, such as page titles and Meta tags.
Search engine “spiders” read these visible and hidden key words and phrases to determine how relevant a web page is for a specific organic search topic. Key words and key phrases are an important element in determining how high a web page ranks in organic, or natural, search results.
The Art of Search Engine Optimization
The art of SEO is in crafting body copy that is search friendly while doing its primary job of appealing to site visitors’ interests effectively enough to convert them to buy, donate, volunteer, or whatever the call to action may be once they arrive on the page.
So-called “SEO specialists” claim to know search engine optimization secrets that generate high organic search result rankings. They often use a technique called “cramming” to unnaturally stuff a page with key words and key phrases into very awkward copy, like this example:
“Our Portland, Maine, SEO experts provide the best search engine optimization services in Portland, Southern Maine, Maine, New England and beyond. Our SEO gurus improve search engine result ranks in Portland, Maine, by applying SEO best practices that get you guaranteed first-page rank at the top of Google search results.”
While this approach can, in fact, improve search engine result rankings, such awkward, unnatural copy can lead to high bounce rates when visitors get to the page and find near-nonsense content that does not address their interests and needs.
Our experience has shown that the best SEO approach is to strategically infuse a web page with well-targeted key words and phrases within the context of well-written, compelling copy that entices the visitor to take the desired action, converting them from passive visitors to engaged customers, members, participants, or supporters.
To maintain and improve search rank over time, we use SEO analytics tools to monitor and adjust optimized web pages.
This page demonstrates strategic search engine optimization that combines key word and key phrase repetition within the context of content that informs, compels, and entices visitors to take the desired action, which in this case is to call us to see how we can help you to optimize your website’s search engine result rankings and maximize conversion.
Are you ready to make sure your website is found? Let's talk — call us today.