What Is SEO
Search Engine Optimization is a process to get your site or specific pages of your site to the top of search engine results for your targeted words or phrases.
This may involve a focus on a few essential keywords and phrases or it may involve an entire strategy consisting of complex on-page and off-page factors.
There are no hard and fast rules to guarantee top search engine placement. The search engines are constantly changing their algorithms and methods of ranking and scoring sites and pages.
Search Engine Optimization is a long-term process. It has never been nor never will be a case of ‘once ranked always ranked’.
So How Does SEO Work?
There is no one right way to rank high in the search engines.
If you asked five people how to cook a meatloaf or a family stew, you’d get five different approaches. All with the same goal in mind. If you asked ten carpenters how to build the perfect house you’d get varied responses on what materials to use, how to lay a foundation based on the particular terrain, how to design the house and each room for long-term stability and beauty, and so on.
Just as there are literally hundreds of ways to design a house, there are hundreds of ways to approach Search Engine Optimization. The approach that works best for you varies according to your circumstances and overall marketing objectives.
Still though, like building a literal structure there are common ‘materials’ and ‘tools’ that are essential for building your Search Engine Optimization strategy.
Successful SEO Principles
When it comes to SEO practices, content is king.
Usually.
On-page factors are critical in two areas. The first is for gaining 3rd-party endorsement. When you present quality content 3rd party sites are more apt to link to you ad endorse you to their visitors.
Another area content is effective is marketing in less competitive ‘waters’. Getting to the top of search engines using nothing but the words on your page is easy when competition is low.
The easiest area of SEO marketing now are local or regional ‘organic’ listings. Few businesses target local SEO. For an explanation of why read my blog posting: Local SEO Gets Sexy
For the most part gaining high positioning in local listings requires a few basic SEO approaches. On-page factors contribute to high positioning simply because fewer competitors exist at the local and regional level.
Where competition is fierce, especially on national and international levels, off-page factors carry a greater weight in gaining high position.
Think about it. Google and other search engines value links from Newsweek, Wall Street Journal, and other valued sources more so than from a site that is nothing more than a ‘link farm’. Gain an endorsement from an authority site and your site instantly increases in value in Google’s eyes.
The greater number, relevance, and quality of authority links, the higher your site is positioned in the search engines.
Of course this explanation of the SEO process is simplified to make the process easier to understand. The algorithms change constantly. And authority values constantly change too. This is why SEO is an ongoing process.
SEO Isn’t The End-All, Be-All Of Online Marketing
Despite the emphasis and hype people place on SEO, SEO should be just one part of your online strategy.
An even greater source of traffic are social media networks. As much as 76% of all traffic is generated by social media sites. That’s more than from Google and Yahoo - combined!
The two traffic methods support one another. The search engines value the recommendations made by the internet community as a whole, and the community thrives on results found in the search engines.
Trying to participate in all major social networking forums daily is impossible. Yes there are third-party companies dedicated to searching for specific keywords in online forums, so they can post messages in your behalf (posing as you). Some companies even post fictitious reviews, claiming to be independent of you and your company.
Does this work? Yes.
But all it takes is one disgruntled employee or vendor and your site can get blacklisted not just by the social media groups, but by the search engines who watch the going ons too. Might as well shoot yourself in the foot because now your site is blacklisted.
A better approach is to operate with full integrity. Never mislead. It is entirely possible to participate in relevant discussions without resorting to lying. And without dedicating your life to searching and posting follow up messages.
So when you are searching for an SEO pro, be on the watch for these types of unethical ‘techniques’. Allowing yourself to be persuaded into believing lying is a valid SEO approach can kill all chances of ever getting top search engine placement. Or worse, end up getting your site permanently banned. Want to see ethical SEO tactics?
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