Getting to Know SEO
Head over to Google, Bing or Yahoo—whatever your favorite Internet search engine is. Type in your company name. Does your company come up on the first page of results? Second, third, fourth page? Search engine optimization, SEO, is a way to improve the potential for customers to find your website. SEO is a process that takes time, patience, practice and commitment … but whether you address improving SEO by yourself or hire a professional, there are some basics you’ll find invaluable to know.
Keywords, links and content
Search engines are the editorial watchdogs of all content on the web. Basically, search relevancy—the ability to retrieve the most suitable pages in response to a user query—is their ultimate goal. So, for you to succeed at SEO, you need to find ways to make the search engines “see” your site as relevant. The first element you’ll need is keywords.
Think of keywords as words that describe what your customer is looking for. You might think that a good keyword for you is “digital printing.” Instead, think about your customers: Are they really searching for digital printing? Or are they looking for letterhead? Or a corporate brochure? Or a printed menu?
Ask your clients what terms they use when they search. Study your competitors’ sites. Always think about how your potential customer might frame a search—not how you would describe yourself. Once you’ve figured out what your keywords should be, inject them into your web content … even in the headline of the webpage itself. Always write for your web audience first, then tweak your copy to incorporate the targeted keywords.
The second element is links. Links are equivalent to references on the web. Search engines use links as validation of a website’s relevance. The more “citations” the search engines find from reputable websites linking to the site, the higher the site is ranked.
The third element is content. Most businesses stop expanding their web content once they’ve built their site. But the more you add (or replace), the more attention the search engines pay—as long as that content is relevant.
Use generous formatting to break up your content: short paragraphs, bulleted or numbered lists, relevant headers and subheads. A definite must is adding pages to address topics that answer typical questions your visitors may have. Cordes Printing does a great job with this. Their site features a “diverse collection of helpful ideas” including marketing tips, print tips, design tips and even tech tips.
Think about ways you can incorporate “how-to” tips, “top 10 lists” and “did you know?” articles. Not only will your visitors enjoy the refreshed content, your stash of keywords will grow … as will your SEO.
Those all-knowing search engines
Now, if you’re thinking that simply jamming your site chockfull of keywords (it’s called “keyword stuffing”) and links will get you to the top of the search lists, think again. Google knows all the tricks. Keyword density—how often a keyword appears—should stay within the 3 to 7% range; anything above that starts to look like keyword stuffing. Plus, your text probably won’t make sense if it’s overflowing with keywords and links! Intentional or unintentional over-optimization can even lead to a temporary or permanent ban from search engines. Don’t get locked out in the cold!
Incorporate social media into your SEO efforts
Social media is quickly rising as a ranking factor for search engines. Early in 2011, Google updated its search algorithm to move higher-quality content to the top of its search results. Google defines quality content as that which is fresh and original. Sounds a lot like social media! Don’t forget to link your Facebook page, your Twitter feed, to your home page.
TIPS for improving SEO
- Once you create your initial keyword list, use the Google Ad Words Keyword Tool to get variations. And spend some time experimenting.
- Set up a ranking dashboard and monitor your keywords.
- Focus on building relevant links.
- Be patient! Overreacting to changes in your ranking results is the single biggest reason for failing at SEO. Keep looking for opportunities, explore new keywords and create new pages targeting different keyword families.
