Search engine optimization is the ability to create a website that is easily found by search engines and indexed for certain key words and phrases. Having a site that is optimized captures people who are already searching for a product or service you offer. The benefit is that you don’t have to reach out to them; they reach out to you through a search engine like Google or Yahoo.
So, should’t every site be optimized? Yes, but optimization doesn’t come standard with the domain. Steps have to be taken to ensure an advantage over your competitors.
So, can you optimize your own site? Do you have to bring in professionals? No. You can do it yourself. It may require a few weeks away from your day-to-day responsibilities (in addition to a couple of days each month for maintenance) to do it right, but you can optimize your own site. Here are some things to think about.
Remember, correctly optimizing your site begins with good code that is search engine friendly and easily digested by the machines at the likes of Google. There are plenty of resources available on the internet to learn programming, but it will take time. (Those folks are wicked smart!) A good place to start is by validating your HTML code. Search engines prefer code that meets the standards set by the W3C organization.
Once the code is ready, you can pick targeted keywords. There are several free tools available, like those offered by Wordtracker and Google Adwords, that will show you what people search for online. But remember, they may not be the words you think they are. Sure, you sell widgets, but that’s a pretty popular word. And out of the whole World Wide Web, how is your site going to outrank competitors on a results page for it? In addition, think of words or phrases related to your business you can rank for now, and which ones can you work your way up? Instead of a few words, come up with an entire keyword strategy.
After you set your strategy, it is time for content creation. This step fills all the pages on your website with content relevant to your services and your keywords. But this process doesn’t happen just once. To continue climbing the rankings, or to maintain a good ranking, you will constantly need to feed the internet machine with new content. If not, another site will be seen as more relevant for your keywords and jump you in the results. (Also, there will be other keywords popping up all the time that you need to include in your strategy.)
Of course, while you tackle SEO, your business will probably just run itself. No worries. No fires to put out. Just smooth sailing.
If that’s you, then great. You are ready to optimize your site. Check out some of the links below to find some more great resources that can help you on your way.
But if not, and you want help creating a site that draws people in and converts them to dollars for your business, click here and find out how a digital marketing agency can help.
SEO Resources:
Articles and forums from industry professionals
Conferences about search marketing
