Search Engine Optimization: The Basics

Job one for any online marketing strategy is to get found. This requires well thought out and executed Search Engine Optimization (SEO) activities based on principles established by search engines; primarily Google, Yahoo and Bing.

The search engines require you to consistently “do the right things” in order to achieve the highest possible rankings for searches that are relevant for your business.

The language of the search engines is keywords. Based on the words or phrases searchers use, search engines determine the most relevant fit and rank results accordingly.

On-Page SEO
There are “must-do’s” when it comes to SEO and web site structure. You must make proper use of keywords in your page titles, page headings and alt tags (image descriptions), and your web pages and content must align with the keywords that are most prevalent to your target prospects.

Off-Page SEO
Search engines give significant weighting to what happens beyond your web site. The premise is that they place more trust in how credible you are to others, versus how you present yourself. Off-page SEO entails web sites, and other sources, directing (linking) interested parties back to you. The greater the number of credible back links to your web site, the higher your search engine ranking.

Social Search
Social media is increasing in influence as it relates to search engine rankings. Search engines are taking account of content created or touched by people in the searchers social network. As with off-page SEO, the search engines are placing more weight on how you are perceived online.

Search engine optimization is something you must take seriously if you want increased visibility and more inbound leads. You can’t just dabble – you must constantly do the the right things to achieve significant business results.

Ben Molfetta
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