Search Engine Optimization (SEO)

Things you should know

 

So you want your website to show up as #1 in Google?

 

That calls for SEO and the two most important ingredients are…

TIME and MONEY.

TIME: Over time, search engines like Google will cover and re-cover every single page on the world wide web.  And in the rankings that these search engines generate, the amount of time a website has existed is a key factor in its rankings (or how close to top the website appears in a search).  So, if you just leave it alone, over time a website with good content will rise to the surface.

MONEY: On the other hand, you can invest in Marketing Activities and with various tools that can get the search engines to increase their rankings for your site a lot sooner.

Your investments in SEO Marketing Activities can be ON-PAGE SEO or OFF PAGE SEO or both.

Between them, Time and Money are the key determinates on how a well-enabled website with good content gets ranked in the search engines.

 

SEO

ACTIVITIES

On-Page: Website Optimization

Before SEO can work, there must be good content on/in the website. This is not only the text and images that you can see; good content includes keywords especially in select locations, alternate text on images, meta-descriptions, external links, and much more.

The customer provides us with their content for the website which we then optimize as best we can to meet current search engine requirements. OhainWEB.com further optimizes the website itself for SEO through judicious use of tools and tactics.

The extent of our website optimization for SEO depends upon the website design platform and design options chosen by the customer.

 Off-Page: SEO Marketing

Once the website has been optimized and put in place, the website owner needs to go to work on the outside world to influence the scores/ratings given by the search engines using SEO Marketing Activities.  An excellent Introduction to SEO Basics is a paper called “SEO Fact or Fiction”, prepared by YOAST, from whom we get tools to optimize our clients’ websites.  See also the introduction to another publication from the same source that talks about “The Very Basics” of SEO. Although some Website Optimization is included, OhainWEB.com does not include any other SEO Marketing Activities in our design and development fees. With some basic knowledge of SEO toghether with guidance from OhainWEB.com and perhaps other professionals, You now need think about how you will invest in SEO.  This becomes your Marketing Strategy.

SEO

MARKETING

STRATEGIES

PUSH STRATEGIES
(also called “Outbound”)

Push Strategies promote the website (products and services)  by “pushing” customers directly to the website utilizing traditional marketing tactics.  In this case, the website becomes an extension of your business card and other marketing efforts – providing “more bang for the buck”.

The purpose is to bring the target audience directly to the expanded and specific marketing message/tactics designed into the website.

SOME EXAMPLES:

  • Business cards and other give-away items with the website address prominently displayed
  • Media advertising with the website address prominently displayed
  • Trade show promotions and brochures with the website address prominently displayed
  • Product/service packaging with the website address prominently displayed
  • Point of sale displays with the website address prominently displayed

PULL STRATEGIES
(also called “Inbound”)

Pull Strategies focus on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.  (Hubspot, a leader in digital marketing)

The ultimate goal is to strengthen consumer awareness of the product or service and to foster demand.

SOME EXAMPLES:

  • Paid Search Engine Advertising
  • Directory Registration
  • Directory Advertising
  • E-mail newsletters
  • Landing Pages
  • Blogging
  • Social Media
  • Back Links (links incoming to your website)
  • Educational articles published with links to your website
  • Google Search Console

What does this mean for you?

Your website needs to be designed around your marketing message(s).

When your website is designed, it needs good content and the keywords need to be appropriate to the content and the message.

The content should be optimized in some way for SEO

At OhainWEB.com, the extent of the website optimization tht is done is dependent upon the selected websiter design platform and any design options selected by the client. (Remember that “Money” is a key ingredient in SEO.)

Revisit your goals for the website and look at how much traffic you need for success. For some it’s a small number, for others its thousands per day. If the numbers are small, you may be able to get by with the ON PAGE suggestions.

If your numbers are large and/or you need that volume in a hurry, you need to take a look at your budget.

It’s the balance of how many, when, and for how much $, that should determine the mix of PUSH STRATEGIES and PULL STRATEGIES that is best for you.

For example, if you need small numbers at a time and your budget is also small, start with being sure that your business cards and all other marketing materials prominently display your website address (URL).

You need to send visitors to your website from day one.

In all promotions that you do for your organization YOU must consistently PROMOTE THE WEBSITE.

Start with being sure that your business cards and all other marketing materials prominently include your website address. In so doing, you will multiply the effect your traditional advertising many times over.

In your advertising – print, on-line, social media, and over the air waves, PROMOTE THE WEBSITE!

If the numbers you need are large and you have the budget, examine your options with Off-Page Marketing Activities.

The easiest one is advertising at the Search Engine, but it’s not cheap. Normally you will “pay-per-click”, which is a fee for every time someone “clicks” on your ad in a search engine page.

Ways to start that you can do yourself include getting your website registered in appropriate web directories, search engines, and other services like MapQuest. Sign up for Social Media accounts and link them to your website. Start a blog, send out an email newsletter. Of course, you can also pay a third party to do some or all of these things for you.

If you haven’t joined the BBB or a Chamber of Commerce – go do that. They can provide links back your website that are very valuable, especially the BBB.

OhainWEB.com has experience with vendors in our area that provide lots of SEO Marketing Services. We would be happy to sit down with you and suggest one or more that may be appropriate.

REMEMBER…no matter what you do, Time is on your side.

ABOUT US

OhainWEB has been serving the SETX community since 2005. We specialize in websites - with a strong emphasis on business planning and marketing. Good web design upfront is key to your success on the Internet.

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