Search Engine Optimization (SEO) for Dummies

By: Mel Joelle

Search Engine Optimization (SEO) can make anyone feel like a dummy. This is because the processes and steps number in the hundreds and more … in addition, SEO is constantly evolving as the major search engines like Google, Yahoo and Bing seek to perfect their search technologies to bring the most relevant results to the user. This requires paying close attention to developments while learning all that has transpired previously. For instance, just 3 years ago, Social Media was hardly on the radar screen for Search Professionals … now they are all scrambling as it is clear that the “social internet” is a major player and influencer on how the search engines will be ranking sites going forward.

While SEO is sophisticated and continually evolving, there are some basic principles and rules of thumb that can make SEO more understandable. Here they are in no order of importance:

1. There are two main tracts to SEO, (1) Onsite Optimization and (2) Offsite Optimization.

2. Onsite Optimization is all about the on-page elements that are needed to effectively communicate to the search engines what the page is all about. This is accomplished through such items as page titles, page descriptions, metatags and dozens more customizations designed to make each page unique, targeted and highly relevant.

3. Onsite Optimization, by itself, will rarely get your site to page 1 of Google et al.

4. Offsite Optimization is all about the promotion of your web pages with the focused objective of getting strong websites to link to you (Backlinks).

5. High quality and high quantities of Backlinks from different domain names and different C-class IP’sare the most important factors that drive search rankings on a keyword by keyword basis.

6. High quality backlinks are a function of the content you create and consistent add to your site and make available to strong websites. High quality content attracts high quality websites, backlinks and ultimately higher search engine rankings.

7. High quantity backlinks are a function of producing a lot of great content and syndicating the content actively on the net. This great content can be in the form of articles, blog posts, press releases, videos, podcasts, newsletter and much more.

8. SEO is ever-evolving because the internet and the search engines are ever-evolving. It is important to be aware of all industry and technical developments and to integrate these into a cohesive SEO strategy.

9. SEO should not just be considered a process that produces high ranks and traffic. If your site is not converting, the SEO isn’t worth much. Conversion Optimization should always be considered a part of SEO.

10. Conversion Optimization brings analytics into play to understand the human interaction with your pages. It also entails design, structural and strategic changes to optimize the percentage of visitors that actually convert.

11. SEO is not a finite process because your competition is also evolving and responding. SEO is forever; a never ending competitive marathon.

SEO is “college material” for the most part. It involves specialties and sub-specialties that make it nearly impossible for one person to do “everything” at a high level. At Optimum7, we could never do even one project depending on just one or two people. It is truly a team effort every time and it is bound by carefully crafted execution strategies, processes and tasks … all integrated into an execution system.

Don’t get bogged down with the terminology. SEO is about being the most relevant for targeted internet searches. This is done by creating relevant pages and promoting the heck out of those pages through professional syndication strategies. Despite all of the blabber about Google algorithm changes and all the voodoo commentary surrounding it, the objective in SEO will always be targeted on the same thing that search engines ultimately must be focused upon … RELEVANCE.

Does this make sense? Do you seek SEO results? Contact us for a free consultation.

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