Google’s mission statement is “to organize the world’s information and make it universally accessible and useful.” The first step in search engine optimization is to recognize that for a search engine to achieve high customer satisfaction, it must provide a quality experience when people search for something on the internet by returning the most relevant results.

The next step is to determine the definition of relevant. Search engine optimization, or SEO, is the process of applying tactics to meet those relevancy requirements, which in turn improves both the quantity & quality of traffic reaching a website, blog or eCommerce site. In other words, make your website the most relevant result.

Search engine optimization or SEO

Search engine optimization is one of the most cost effective ways to promote a website, increase traffic & improve conversion results. The primary steps in the process include: Keyword or key phrase research, competitor analysis, SEO copywriting and content optimization, website optimization, link building, analytics and conversion tracking, and SEO maintenance and testing.

Keyword and key phrase research

The strategic selection of keywords and key phrases is the first step in achieving search engine optimization results. SEO keyword research identifies the key words and key phrases that are entered into search engines by your target audience – the people attempting to locate a product or service that your business offers.
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Competitor analysis

Assessment of the SEO strengths & weaknesses of competitors identifies opportunities to gain a competitive advantage in achieving search engine rankings. Websites of traditional competitors & those ranking high on targeted key phrases are examined with regard to how key words are used, site design, structure, technologies, links & other key SEO areas.
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SEO copywriting and content optimization

Writing effective, optimized copy for search engines & humans is critical for website SEO success. Optimized, relevant content lies at the heart of attaining high page rankings, attracting searcher click-throughs, retaining prospects once they arrive at the website & encouraging visitors to complete a desired action or conversion.
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Website optimization

Each page is SEO-themed based on the targeted key words or key phrases. In addition to writing appealing copy, additional SEO elements are inserted including page titles, meta descriptions, graphic & image attributes, and anchor text. Relevant internal links improve SEO & user navigation. An XML sitemap is created & the site is submitted to major search engines.
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Link building

Inbound links from authoritative websites are a crucial element in achieving SEO results. Link building is a long-term process & should utilize an ethical link building methodology adhering to search engine guidelines. Link building strategies may include major & niche directory submissions, social media, blogs, press release syndication, and article submissions.
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Analytics and conversion tracking

Ongoing website analysis uncovers the information required to maximize a website’s SEO performance. Each website has unique drivers, but attention to visitors, traffic sources, entry & exit pages, click paths, conversions & search engine results page (SERP) positioning is a must for understanding what adjustments can be made to increase desired website SEO results.
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SEO maintenance and testing

Website content additions & adjustments will keep search engines & humans interested in visiting and revisiting the website. White papers, articles, insights & other pages delivering subject matter expertise can be valuable content enhancements. Ongoing optimization should also include testing of site effectiveness with tools such as A/B testing & multivariate testing.
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SEO training and consulting

On-site, SEO training days are offered for businesses desiring to improve search engine rankings using internal resources. Topics include a search engine optimization overview, keyword & key phrase research, SEO-friendly design, website optimization, developing a link building strategy, analytics & the ongoing SEO process.

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