Search Engine Optimization's Role in Internet Marketing

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The best time to optimize a website is before a single line of code is written. Too often businesses choose a design without considering the needs of the customer or the ultimate response time of the website. The steps below are interactive and each is considered simultaneously while developing a website or web page. Tasks are revisited as the website or web page is optimized and tuned.

Business and Competitive Analysis

  • What does the business do?
  • What is the goal(s) of the website?
  • Who are our customers?

Keyword/Keyphrase Research

  • What are the words our customers are most likely to use to find our product or service?
  • What are the words our customers are most likely to use to describe their problem or needs for which our product or service offers a solution?
  • Over time we will build content around keywords that are less likely to be used.

Site Architecture

How do we structure the website to enable the customer to find what they're looking for in no more than two or three clicks.

Internal Linking Strategy

An intelligent internal linking approach serves two purposes and goes hand in hand with site architecture.
  1. First and most importantly it makes it easy for customers to quickly find what they're looking for. Picture going to the Mall of America and having no kiosk or online directories to tell your where the stores are. Now picture that same scenario but with your eyes closed. That's what it's like to use a website with poor navigation. Visitors don't like being lost and quickly leave your site.
  2. Google and most other major search engines love logical linking and it's important for SEO.
There's a lot more involved with internal linking but that's it in a nutshell.

Web Copy / Web Content

Writing web copy and web content is completely different from writing for any other media and is an art developed over time. You obviously want to use keywords and key phrases in your copy and content but above all it has to sound "natural" and not trip all over itself. That's what happens when you write for search engines instead of people.

rel=canonical configuration

This topic is a little for this page but suffice it to say it involves avoiding problems with duplicate content... an SEO "No No".

Semantic Markup ( markup essentially tells Google and other search engines how to interpret the information contained on your page. Before semantic markup the search engines would essentially have to guess.

Page Speed Optimization

This involves optimizing your images, combining and compressing code and making changes on your host server.

Build and Submit XML Sitemap

A sitemap is essentially a list of all the pages on your website that is then uploaded to the search engines to help them find and crawl your pages. It does not guarantee they will include your pages in their search results.

Manually Page Submission to Search Engines

Generally Google and the other major search engines will crawl the content of you sitemap withing 30 days. You can adjust the days to revisit the page in the sitemap. However, we can discuss why that that's not always the best idea. However, you can specifically request that specific pages by crawled immediately.

Analyze and Tweek

Revisit any one or all of the prior steps. This is a process, not a project.


Frequently verify your position in SERPs (Search Engine Results Pages). Take necessary corrective action.
Using Search Engine Optimization to drive more traffic to your website is just one aspect... although critically important... of Internet Marketing. Your goal is to actually sell your product or service and that depends upon a lot more than web traffic. While it's unlikely that your website would rank well with the problems I'm about to list given today's sophisticated algorithms, assume you that your web page places in the top five search results. Your website will not generate revenue if it ...
  • has web copy that's poorly written and cumbersome to try to make the search engines happy people will just click off your website anyway;
  • has poor usability (not logical and difficult to use) people will get frustrated and quickly leave;
  • has content that doesn't quickly engage the visitor convincing he/she that the website is worthwhile (The rule of thumb is that you have 8 seconds to grab their attention.);
  • is so frustratingly slow to load (People will often leave before your page even appears on the screen. Studies show that most people will click away from your website if it takes more the 4.5 sec to load. Those studies are a couple of years old. I personally think in today's hurry up world its 2 to 2.5 sec. I target .5 sec on my own and my clients websites.);
Other reasons your website doesn't generate profits include...
  • your unscrupulous Search Engine Optimization Consultant has convinced you to optimize your page(s) around search words that no one on the planet is actually searching for so you only think you have great position; and
  • you have optimized you web pages around words you think people should be using to find your product or service instead of what they actually use to search for your product or service Sometimes you can be too close to your business and use terms that seem second nature to you but mean absolutely nothing to your potential customers.
So what do you do?
Obtain a thorough understanding of...
  • keywords and key phrases customers actually use searching for your product or service and adjust your web copy and content accordingly.
  • Search Engine Optimization;
  • of website usability;
  • writing effective copy for the web which is very different than other media;
  • coding web pages (HTML, jquery, schema, AMP pages and more);
  • Photoshop so you can generate the images you need to convey your message;
  • on page coding and server side coding to speed up you pages; and
  • how to combine all these skills because they're all interrelated and hone them over thousands of hours and begin to design web pages that can be found by your potential customers, provide the information the customers are looking for in 1 or 2 clicks, are easy to navigate, lightning fast and are effective tools to sell your product or service. (OR)
  • Call me and I will take ownership of this part of your business so you can concentrate on producing the best product or service. The advantage I can offer you over most of my competitors is that they typically need 4 or 5 people to collaborate to produce anything close to what you need. Almost none of them have a clue about how to speed up your web pages and I can prove it if you give me a call. I do have these skills and have honed them over thousands of hours building my own online businesses. I don't have to depend on collaborating with other people to get the job done so it gets done quicker because collaboration usually results in delays.

SEO Non-Compete Policy

Does your SEO Company also represent your competitors? I will not accept SEO clients who compete with your business. Some web SEO Services boast that they're experts in a particular industry. If they do represent more than one competing business, it's a classic conflict of interest. Representing more than one competing SEO client also raises significant privacy issues. Get the agreement in writing.

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