The primary benefit of a correctly strategized and implemented search engine optimization campaign is better ranking results for chosen targeted search query terms. Better ranking results for chosen targeted search queries can increase your website’s exposure to web searchers who may be looking for your goods and/or services.
This may result in more visitors to your site and more importantly, more qualified visitors to your site. This may sound a little basic to some, but as an example, and we’ve seen it, if you sell $1m homes in Florida to retirees, it does not make sense to use as a primary search query term ‘California Retirement Homes’. You would want to focus on your target market of ‘Florida Retirement Homes’. If you are trying to snag away retirees looking to retire to California, you could create content around ‘California Retirement Homes’ as additional content but you would still focus on your primary query ‘Florida Retirement Homes’.
But, is this the correct keyword for this focus market? Probably not as ‘homes’ indicate assisted living facilities, nursing homes, multiple-family homes, and mobile home retirement communities.
None of which qualify as a $1m dollar retirement home.
You are selling an upscale living opportunity in Florida so you would be better served by terms that focus on that lifestyle like, Florida Retirement Communities, Florida Gated Retirement Communities, Florida Golf Communities, Florida Luxury Retirement Communities, Florida Gated Luxury Retirement Communities, and so on.
So you are trying to sell out your inventory of luxury homes for retirees looking to retire to Florida and live a grand lifestyle in their older years.
You do not have a search engine optimization campaign focusing on your valuable search query terms so you are back on page ten of the search engine results pages.
You are never going to make a dime from your website and will need to fall back on television advertising, newspaper advertising, topical magazines, and organizations such as AARP, AMAC, The National Association Of Conservative Seniors (NAOCS), the Alliance For Retired Americans (ARO) and the Seniors Coalition.
You may even advertise on these organizations’ websites.
Living the RV lifestyle is big with today’s seniors so you may spend advertising dollars with the RV lifestyle trade magazines and their websites.
You may even try billboards or other methods of advertising to attract the attention of today’s active adults.
A lot of dollars are spent with little to no ability as to the results of these methodologies.
With your website presence on the internet, a whole host of opportunities abound to provide your potential clients with information, ways to contact you and turn into a lead for your million-dollar homes.
But, they have got to find you.
With the proliferous use of the internet among today’s active adult users you need to be found and being on page 2 on the back is not going to help you sell your million-dollar luxury estate homes geared towards today’s seniors.[bctt tweet=” With your website presence on the internet a whole host of opportunities abound to provide your potential clients with information, ways to contact you and turn into a lead.” username=”ThatCompanycom”]
Who Needs Search Engine Optimization?
Any business with a website not only needs good web development but also search engine optimization. As with the example above, you need to be found by web searchers looking for your goods and/or services.
What Is Search Engine Optimization?
Search Engine Optimization is the process of implementing methodologies known to improve your ranking results in the search engine results pages.
Search engine optimization consists of but is not limited to:
- Identification Of Important / Valuable Keywords For Your Goods And / Services
- On-Page Optimization
- Link Building
- Link Management / External Resource Management
- Content Creation
- Site Performance Monitoring / Improvements
We can break each one of these methodologies down into their raw elements:
1. Identification Of Important / Valuable Keywords For Your Goods And / Services
The identification of important/valuable keywords is the process of researching what your competitors are considering important keywords in the organic search results, what your competitors are willing to spend advertising dollars on in the paid advertising space on the internet, and what keywords have value in terms of search volume.
Then, these keywords need to be broken down into those that you can compete on. You can compete on all of these discovered keywords but their math can help you identify the keywords that are going to be the most valuable in the shortest amount of time.
2. On-Page Optimization
On-page optimization is the process of applying methods that improve the appropriate page for each and every important keyword and identifying which keyword may need content creation, outlined below.
On-page optimization consists of:
– Metadata Page Title creation with the use of your important keyword
– Metadata meta description creation with the use of your important keyword and a message of what a searcher may find when clicking on your result in the search engine results pages.
– H1, H2, H3 heading usage consists of implementing 1 H1 tag per page that includes the use of your important keyword for the page. This is typically the title of the content on the page.
This can be broken down with the use of H2, H3, etc… heading tags to title subparagraphs on the page with the use of your page’s important keywords.
3. Link Building
Link building, in today’s search engine optimization environment, mainly consists of internal link building but can include external/inbound link building if you have a network of related websites.
For example, I manage several search engine optimization campaigns for software development companies that partner with other software development companies and they link websites with my clients as trusted partners.
4. Link Management / External Resource Management
Link management and external resource management consist of just that, management. This is the process of discovering links to your site, also known as inbound external links. This inbound external link can be devasting to your search engine optimization efforts.
Links from untrusted websites, de-indexed sites, mirror sites, money sites, and a whole host of other hazards for your search engine optimization campaign.
5. Content Creation
Content creation consists of developing content around your page’s important keyword or revising the existing content to provide focus on your important keyword.
6. Site Performance Monitoring / Improvements
Site performance monitoring and making improvements in the process of monitoring site speed, page load speed, page element load speed, server downtime and htaccess file set up specifically in the realm of redirect usage which can use up resources and slow down your site’s speed.
While the methodologies outlined above are not everything that happens in a search engine optimization campaign, they are the basics.
More in-depth methodologies and practices come into play as you work through a search engine optimization campaign and hazards and non-search engine optimization friendly issues are found.
- Bot crawl block in the robots.txt file
- Duplicate meta descriptions
- Missing meta descriptions
- Duplicate page titles
- Missing page titles
- Page titles too short
- Page titles too long
- Meta descriptions too short
- Meta descriptions too long
- Missing H1 tags
- Multiple H1 tags
- Duplicate content
- Missing rel=canonical (self-referencing) tags
- Mis-used rel=canonical tags
- Missing href lang tags
- Miss-applied href lang tags
- 4xx errors
- 5xx errors
- Internal on-site re-direct links
- Broken internal links
- Broken external links
- Missing alt attributes
- Matching H1 and page title
- Broken images
There are many more important elements to running a successful search engine optimization campaign. Contact one of our sales associates to start your search engine optimization campaign today!