SEO is not a one-size fits all proposition. There are many different types of SEO, each one micro-targeted to return a specific result.
Although off-page SEO will vary depending on which business niche you are seeking, on-page SEO – the actual content of your website - is pretty much the same for every business.
You already know that there are two fundamental goals for any successful business.
Two essential marketing tools can help you achieve those goals: a website and an online presence.
A website is part of your online presence, but it’s not the only part. Your online presence also consists of your social media account(s), and hundreds if not thousands of mentions of your business on other people’s websites.
These “backlinks” consist of a variety of things, such as articles or blogs that members of your company have written for online peer journals, news reports of charitable activities your company engages in locally, press releases announcing a new product or the opening of a new location.
By having a substantial online presence, your company becomes an “influencer,” an entity that commands respect and draws customers or clients as a result.
Here again, the online presence you need will differ depending on if you are a local company, a small business, or a business-to-business provider.
The old cliché – and actually a misquote of the line from the movie! – is, “If you build it, they will come.”
That’s not always true, particularly in these days when making a website is so easy that business owners do it themselves in five minutes. Unfortunately, these individuals don’t realize that there are certain “best practices” involved in crafting a successful website.
A successful website is one that possesses elements that enable search engine “crawlers” to index it for a variety of keywords and in turn reward it by placing it at the top of search engine results for those keywords.
That is only half the battle, however. The second key to a successful website is its design – it must not only be attractive to a user regardless of the type of device they are using to view it, but visitors must also be able to find any information they are looking for easily.
On-page optimization ensures that your website is capable of being a successful one and delivering the results you need for your business.
Give me an example of one of these elements
The number of pages a website has is important when it comes to ranking a website for a variety of keywords connected to the services they offer or the products they sell.
A current trend is for business websites to have a single page, ostensibly so that individuals reading sites from their smartphones will have an optimized experience.
However, for ranking purposes a site with a minimum of five pages is essential. Smart phone users can easily navigate to the other pages if they wish, using the responsive menu button at the top of their screens.
Minimum number of pages for a website
Off-page SEO is the work of building quality backlinks – placing them on social media accounts, blogs, other websites – across the whole of the internet.
The word “quality” is important. In the past, SEO practitioners would create links that only search engine crawlers could find, they were of no interest to someone searching the web looking for information on that particular business.
Google – the top search engine in the world – never stops tweaking its search algorithms to ensure that it gives the best results for any given search. In 2013 Google instituted a new algorithm change called Hummingbird, which rewarded those sites that had quality links – content around the web that would actually help searchers – and penalized sites that did not have those kinds of links.
“Penalize” is a good term for what the Google search algorithm does. If certain criteria of links, or of the design of your site, are not met, your site is automatically placed very low on the search engine result pages, or SERPs.
Because of this, it’s essential that your SEO company know what they’re doing when it comes to both On-page SEO and off-page link-building.
Keywords are the key. Forgive the pun.
Let’s say your company sells landscaping equipment to landscapers in every city in every state of the nation. Because you want customers in every state, you need an SEO program that focuses on National SEO. Your clients – those who perform landscaping in a certain city, would in turn only do their SEO locally. An Arizona landscaping company is not going to want to accidentally receive queries from someone in Minnesota where landscaping needs are quite different!
Keywords for local SEO would include such phrases as “crushed rock Phoenix” or “draught resistant grass Phoenix.” Keywords for national SEO would include such phrases as “inexpensive crushed rock suppliers” and “draught resistant sod suppliers.”
By crafting the keywords we use in building your online presence toward the national stage, we ensure that visitors to your website see what they expect to see when they arrive, and want to do business with you.
That’s how the Atlantic Digital Marketing Company helps you connect with your customers. Contact us today to see how we can help you.