SEO Basics
Search Engine Optimization (SEO) is defined as the process of improving a websites visibility to search engines (Google, Bing etc.) so it appears high in the organic/un-paid/algorithmic/natural search results. Optimization is a very broad term and can include many processes that fall into two categories:
Onsite Optimization (your websites content and structure) which is the one aspect you have total control over. If you want to be optimized for the keyword (search term) "buy widgets" you must mention widgets in your website content and programming. Google’s goal is to create the best user experience therefore it does not want to place a website on page 1 for a search for widgets unless it is indeed relevant in regards to widgets.
Although onsite optimization is fundamental and fairly simple to correct most websites pay very little attention to it. Before SEO Impressions takes on a new project a thorough onsite review is performed. Additionally, we make sure from a marketing point of view your website is attractive and functioning properly. Assume your websites conversion ratio is currently at 1%. If we increase your conversion ratio by half a percent you will increase revenues by 50%.
Offsite Optimization includes all actions performed outside of the website. It is commonly referred to as “link building” or “backlinking”. Backlinks are clickable links to your website from other websites, blogs, forums, directory submissions and press releases. You have experienced backlinks numerous times. For example, when you are reading an article and you click on the (typically in blue) link that takes you to another website.
Backlinks are what makes a website look popular and relevant. If hundreds of other sites are linking to yours in regards to widgets Google’s algorithm will rank you higher than websites with less effective backlinks. SEO Impressions is capable of having a small or medium sized company rank higher than a fortune 500 company.
Search engines are programs that search documents for specific keywords (terms) and provide a list of what was found. With Google’s global domination of the business we have chose to master its algorithm (calculation process). However, most search engines think alike and the backlinking we perform is all posted to the same internet and picked up by virtually all search engines. The term Web Crawler or Spider refers to the search engines program that sorts through millions of documents on the world wide web (WWW). In less than a second the spider reviews and sorts out the organic results.
There are 2 Types of Traffic a Search Engine Query Can Provide:
#1. Pay Per Click (PPC) is an advertising method in which you pay to have your website on the search engine results page (SERP). As the name states, every time a person chooses your website to click a fee will be charged. The fees vary mostly depending on supply and demand. The price of PPC has risen to levels that keep making SEO more attractive.
#2. Organic also known as un-paid, algorithmic and natural. When your website ranks high organically it is because the algorithm has determined your website to be important.
SEO vs. PPC:
Both have their pros and cons. With PPC your website can be on page one within hours but it is not cheap. Let’s assume a $100 daily budget with each click costing $5 for the word “widget”. You will be limited to 20 visitors per day. Google will take down your advertisement as soon as the 20th click is reached. This limit could be reached at 1PM therefore the rest of the day potential clients will only see your competitors as an option to click.
With SEO your website will not be on page 1 immediately. However, once the algorithm ranks your website on page 1 it should (with proper SEO support) remain there 24/7 365! SEO should be viewed as an investment in your company-not a quick fix. The effects of SEO compound and the ROI keep improving.
Bounce rate refers to the number of visitors that only looked at 1 page and left. It is assumed they were not interested. Organic visitors statistically have a lower bounce rate, spend more time and visit more pages when on a website.
We hope this SEO tutorial has taken the mystery out of the services we perform. Should you have any questions feel free to contact us.
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