SEO – What is Search Engine Optimization and How it Can Benefit Your Business

What is Search Engine Optimization?

Search Engine Optimization, which is also known as SEO, is the process of increasing the volume and quality of traffic to a website from search engines via organic or search results through the help also with a freelance SEO consultant Sydney. The higher your company’s website ranks on Search Engine Result Page (SERP), the more searchers will visit your site.

As a marketing strategy for increasing site’s relevance, SEO consultants consider how search algorithms work and what people search for. A SEO process may involve a site’s coding and structure, content and copywriting, site presentation, as well as fixing other problems that will prevent search engines from indexing your company website. If your company’s website is not indexed by search engines, there will be no chance at all for your site to get high visibility rankings on search engines. Therefore, it is extremely important for businesses to take note of SEO and make sure that their websites are properly indexed by search engines.

The term “SEO” can also refer to “Search Engine Optimizer”. This is an industry term that refers to agencies and consultants that carry out search engine optimization process on behalf of their clients, and by employees who perform SEO services in-house. Every agency and consultant has their own SEO methodology; therefore they may use different methods to achieve high organic rankings for websites. In most cases, in order to have effective SEO, it may require changes to the HTML source code of a site, SEO tactics will be incorporated into website development and design. That is why almost all credible SEO agencies and consultants will first look at the design and back-end architecture of a website before starting any SEO process. This will ensure that SEO is carried out effectively.

Search Engine Optimization as a Marketing Strategy for Businesses

So how should businesses use SEO as a marketing strategy? The primary objective of implementing SEO to a company’s website is to drive targeted traffic to it. Eye tracking studies have shown that searchers scan a search result from top to bottom and left to right, looking for relevant results. Therefore, if your site is near the top of organic listings rankings (organic listings refer to the web results that are listed on the left hand side of the SERP), it will most likely increases the number of searchers who will visit your site.

A successful online marketing campaign may usually involve SEO, but it also consists of the use of paid advertising on search engines, building high quality websites to engage and persuade site visitors take action either through enquiries or online sales, setting up analytic programs to allow site owners to measure their successes and improving a site’s conversion rate.

Benefits of SEO for Businesses

Businesses can benefit from SEO in a lot of ways, be it to increase brand awareness, get sales leads or increase sales revenue. The following is a list of benefits that businesses can get from SEO:

o Get more targeted traffic. SEO can increase the number of visitors to your site who are actively searching for your product or service.

o Increase brand awareness. SEO can give your brand a high international profile. You can also use SEO to create brand awareness for any new service or product by optimizing related product/service key phrases to rank higher on search engines.

o Marketing your brand 24/7. With SEO, your website will get exposure 24 hours a day, 7 days a week – without stopping.

o Higher sales. As SEO brings you targeted traffic, it can mean increased sales of your product or service.

o Long term positioning. Once a properly optimized & designed site is in place, rankings on organic listings should be consistent whereas the cost for Pay-Per-Click (PPC) Advertising is ongoing.

o More value for dollars. Once your company’s website has achieved high organic rankings for various key phrases, you will not have to pay for each visit. Whereas for PPC Advertising, to enjoy high ranking visibility on search engines, you need to pay for each click or visit to your site.

However, to make sure that you have a successful SEO implementation, you need to make sure that your dedicated SEO agency abides to the guidelines of search engine when optimizing your site…

White Hat SEO VS Black Hat SEO

When it comes to SEO, there are 2 schools of thoughts – White Hat SEO vs Black Hat SEO. White hat SEO is techniques that search engines recommend as good practice and black hat SEO is those techniques that search engines do not approve of. For SEO consultants who practise white hat SEO, they tend to produce results that last a long time. Black hat SEO techniques may get a website to rank well initially, but the site will eventually be banned either temporary or permanently once search engines discover what they are doing.

So it is very important for you to know the best practices in the SEO industry and make sure that the SEO agency that is handling your account uses techniques that conform to the search engines’ guidelines and involves no deception.

White hat technique is generally summed up as creating content for users, not the search engines. The content that is created should be easily accessible to search engine spiders, rather than intending to trick the algorithms from its intended purpose. So, the general rule of thumb is to stay on the safe side by creating content that is relevant to your target audience. Search engines value relevancy – they will definitely want to rank a site higher their organic listings if the content on the site is what searchers are looking for.

Black hat technique usually involves techniques that attempt to improve rankings that are disapproved by search engines, or involve deception. One common black hat technique is to use hidden text, either as text coloured similar to the background of the website, or positioned off-screen. Another common technique known as cloaking is to load a different page depending on whether the page is accessed by a human or a search engine spider.

Search engines will penalize sites which use black hat techniques, either by reducing their organic rankings or even eliminating them from their database completely. This is a very costly mistake on the business point of view as you will lose out a lot of grounds as your competitors are enjoying free organic traffic from search engines due to their high rankings for major key phrases. One infamous example was in February 2006, whereby Google removed BMW Germany from its database for use of black hat methods. However, the company has quickly apologised and cleaned up the offending pages and were eventually restored to Google’s database.

Therefore, it is very important to make sure that your SEO agency is moving away from black hat methods. You will not want to be blacklisted by search engines which will translate into loss in sales and profits.

Keyword Research – The Key Factor to Successful SEO Implementation

Major search engines like Google, Yahoo, MSN Live and AOL get a lot of searches every day. Before you implement SEO to your website, you must know what key phrases or keywords your target audience is using to search for the product or service that you offer.

Whether you like it or not, there is a good chance that many people have never heard of your company. These people might be your customers, if only they can find you on search engines and buying from you. It is well accepted that building awareness is the first step to land a new customer. For example, when someone sees a TV advertisement about that new car, you hope that he or she is in the market for a car at the moment. However, relatively few people are in that situation at any one time. Majority of people who saw the TV advertisement have no interest in buying a car at the moment. But someday they will. So advertisers know that the messages – the model of the car and company name in their commercials will stick in viewers’ minds, who might remember the message later when they are ready to buy a car. It is the same for SEO.

Searchers might not know that your company offers a particular product or service unless they see your site listed on the Search Engine Result Page (SERP). Unless they see your listings, they will not think of you. Most of the time, searchers looking for a product or service for the first time might not be aware of any specific company or brand name as they are just gathering information. However, according to a research done by search marketing consultancy iProspect, more than 55 percent of searchers expect to see big brands listed at the top of search results. The same study also shows that over 66 percent of searchers believe that sites that are listed at the top of search results are the top companies in their field. So can you imagine how this affects your company’s brand awareness? If your company’s website is not listed at the top of search results, they will not see your company as a “big brand” in their mind. Therefore, it is extremely important for you to optimize keywords or key phrases that your target prospects will use to find the product or service that you are offering.

So what types of keywords or key phrases should you choose? Businesses should target keywords that are relevant to the content of their websites. Basically, keywords can be categorized into 3 types, which are: “Too Hot Keywords”, “Just Right Keywords”, and “Too Cold Keywords”. Too Hot keywords are single word search terms like “Aircon” and “Translation” which do not seem to be targeted enough to get conversions. These keywords usually bring in high search volume (which is naturally tempting to optimize) but the conversion may not be as ideal as targeting keywords which falls into the “Just Right” category. (For examples: Aircon Servicing, Translation Agency Singapore”) By optimizing those “Just Right” keywords, businesses can get more targeted traffic to their websites and increase the chance of conversions.

Choosing the right keywords is the real beginning of any SEO effort. After you have determined the right set of keywords to target, you can start the work of search engine optimization.

Why do you need to outsource SEO?

SEO is a very time-consuming process as continual fine-tuning and monitoring need to be done. Therefore, it is advisable for you to hire a search engine optimization agency to plan out the optimization plan for your company.

A professional SEO agency will look at your site and make recommendations to increase your search engine ranking and website traffic. Once they start to optimize your website, they will provide recommendations and monitoring reports for you to know the progress of it.

Last but not least, in order to achieve successful optimization results, it is very important for your SEO agency to work closely with your website designer if you have your own IT department. This is because your company website needs to be both visually appealing and search engine friendly in order to achieve high organic rankings, as well as conversions.

Cheow Yu Yuan is the co-founder of OOm, an online marketing agency that provides SEO Singapore services.

Check out more about SEO at http://www.optimalonlinemarketing.com

Please feel free to republish this article on your website, or distribute it to your friends or clients, as long as you leave the resource box intact.

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Ways To Overcome Your Competitors With Search Engine Optimization

Potential customers must be able to locate your site by doing a simple internet searches. This means that your website is ranked as high as possible. The tips from this article will help you how. SEO consultants will analyze your existing web content, including headers, tags, and other key metadata, and then fine-tune it for optimal rankings based on your target search terms.

This means repeating keywords as much as possible without breaking up the flow of the writing stilted. As the search engines do their job by finding keywords and putting a value on their density, your content will shine if you pay close attention to the words you use.

Pick a domain name which has your chosen keywords.You want to make your site easy to locate when people are trying to look for it on the web. Not all of your site traffic will be generated by affiliate advertisements, many will come from product searches.

Visit competitors’ websites to take a look at their source codes. This helps you learn how they use SEO on their site and the keywords they use.

This is very useful for clients who discover you through YouTube because it is easy to remember.

You can accomplish this happen by making a robot text file. txt file that gets added into the root directory. This disallows certain files from being accessed on your website.

A key to search engine optimization is to include a site map for your website. Spiders can easily decipher you site through a site map. A big site might require more than 1 site map. A good rule of thumb is to not have lots of links maximum on any given site map.

Consider article exchange service rather than just link exchanges. Article exchanges are simply hosting an article by a different website along with a credit, and them doing the same thing with an article written by you. This works better than link exchanges and provides both websites get new content.

Keep the focus to just one subject or product. Don’t throw all of your eggs into one post or a single article. This will keep your readers interested and frustrate the customer who is looking for specifics. A single-focus page yields much better success results.

Include quality keywords in each page’s URL.

Try including transcripts for any visual or audio you post to your site.

This tag should be thirty words or less. Never exceed 100 kilobytes on this particular page.

The title tag should be one of your site can benefit from significantly. Your title tag is one of the first things a visitor sees when they enter your site. It needs to be a unique description of the content that is located on your website and contain keywords that are related keywords.

Websites which are properly executed for search engine results usually will not employ image links. Image links only give the search engine.

Join the local Chamber of Commerce and Better Business Bureau for better search engine ranking. This assists with local searches as they are generally automatically linked to you automatically.

Use search engine optimization companies that work with SEO to your site. These companies will help you get your site so that it is at the top of the results page in a much higher search engine. Several companies offer deals on such services.

Think as a consumer when you are coming up with tags to include. Determine which common words and phrases people are typing into search the web.

Search engines will help increase the number of visitors to your website. Making your website spider friendly is imperative for success. Spiders cannot read images, so put a tag on every image that you include. Be sure to write a description that are rich in keywords.

Search engine bots look for new material, so a consistently updated blog is a great method for giving them an excuse to look at your site. People love sharing articles if they like with others. This will encourage people to your site.

Focusing solely on SEO can sometimes cause you lose sight of your goals. Don’t forget the goal of attracting new readers and having them return. You want to have quality content regularly updated on your website on top of having high search engine rankings. Having a website with content is also among the smartest SEO efforts. Make sure you update your content is always up-to-date!

Registering your site with multiple search engines can allow them to better crawl your site. You will find the link to access this on the page of each search engine. Use a solid description and popular keywords to help the crawler index your site properly on the first attempt.

If your company has a name, make sure the name of the corporation appears in the title tag of each page. People are not likely to search for your company by name unless it is truly well-known.

If you have a site that contains many videos, realize the search engine crawlers will have troubling locating these, regardless of how good the videos are. To practice better SEO for videos, use a site map page that lists the videos.

You should elect to have web analytics in place before to beginning with search engine optimization. This allows you track the success and failure of your strategies.

Use SEO techniques to get the traffic you need on your website. The main thing you can so you can get a steady flow of traffic. Using a “pay per click” type of search engine can be a quick way to boost traffic. This will be something you continuously.You will also need to look at the results and make adjustments over time.

Even if your articles, topics or pages are about the same general subject, you should make the names and titles unique and interesting. The initial words to the title are the highest priority in making an impact on your reader.

Doing search engine optimization to help draw traffic to your website is actually something that can be done with minimal muss and fuss. It does, however, require that you be a detail-oriented person who is willing to try many different strategies. Make use of the ideas you’ve learned from this article, and before long, you will see your search ranking rise. Ask our experts on how to improve your keywords rankings.