Search engine optimization (SEO) is the process of improving the visibility of web pages in search engines via the “natural” or un-paid search results. In general, the more frequently a site appears in the search results list, the more visitors it will receive from that particular search engine. SEO may target different kinds of search elements, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence and helps to direct qualified traffic to a website
Search engine optimization is a critical, but often overlooked, part of many online marketing strategies. Whether working through a complex website redesign or improving the visibility of your existing website, SMI has a proven strategy based on Google’s guidelines that will ensure your site is found for the keywords phrases that you would like to target.
Though SEO campaigns are heavily customized and tailored to each individual business, here are some basic guidelines we follow to help promote your organization through ethical SEO practices.
Keyword Analysis: What are the keyword phrases that are most important to the search engine marketing efforts of your business? Working with our clients, the search team at SMI utilizes various tools and tactics to help identify the top keyword phrases that your customers are searching for, and then optimize your website content based on that research.
Body Content: SMI’s SEO analysts will optimize existing keyword rich body content with “crawlable” HTML text for the search engines. In general, search engines crawl copy, not graphics, so will ensure that all copy is developed in HTML text.
Custom Page Title Authoring: Search engine bots/spiders crawl and index individual web pages, not so much websites. So we will develop custom, keyword rich page titles based on Google’s criteria for high value pages within your website. Page titles need to concisely tell the search engines what a particular page is about.
Meta Tag Description Creation: SMI will develop keyword rich descriptions for each useful page of your site that is based on Google’s criteria. The meta-tag description further describes the page to the search engines and is often used by Google as the snippet below the title on the search results page.
Internal Linking Strategy: The major search engines, particularly Google, assign value to text based links that connect various portions of the website. SMI will develop and expand a logical internal linking strategy within the body content of your website.
Google Maps and Google Places: SMI will submit mapping information and submit your site to Google’s local business listings to better geo-target the overall SEO campaign. We will also optimize your Google Places page to locally promote your business and improve overall SEO efforts.
Though this is simply an overview of a complex process, contact an SMI search marketing specialist today to learn more about our approach to SEO and how we can assist with achieving your goals.