| Search Engine Optimization (SEO) is the art and science of ranking your website naturally high inside search engine results. | |
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| What is Search Engine Optimization (SEO)?
Organic SEO is the active process of optimizing a website by improving internal and external aspects in order to increase the traffic the site receives from search engine searches.
What is Search Engine Marketing (SEM)?
This is the ONGOING PROCESS of promoting a website online. It may include search engine optimization, search engine submissions, tracking and reviewing rank reports and Pay-Per-Click online advertising. Google bases its ranking system on HISTORICAL DATA too and so frequent and steady changes and updates to a website are rewarded heavily over "old" information.
Why does my website need SEO?
The majority of web traffic is driven by the major commercial search engines –Google is the primary search engine used through out the world, but attention must also be paid to Yahoo and Bing. If your site cannot be found by search engines or your content cannot be put into their databases, you miss out on the incredible opportunities available to websites provided via search. Whether your site provides content, services, products or information, search engines are a primary method of navigation for almost all Internet users.
Search queries, the words that users type into the search box, carry extraordinary value. Your site must integrate these key words inside your site's content. Experience has shown that search engine traffic can make (or break) an organization's success.
Targeted visitors to a website can provide publicity, revenue and exposure like no other. Investing in organic SEO, can have an exceptional rate of return.
How do search engines work?
Search engines have a short list of critical operations that allows them to provide relevant web results when searchers use their system to find information.
1. Crawling the Web
Search engines run automated programs, called "bots" or "spiders" that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web. Estimates are that of the approximately 22 billion existing pages, search engines have crawled between 9 and 12 billion.
2. Indexing Documents
Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index". This index needs to be tightly managed, so that requests which must search and sort billions of documents can be completed in fractions of a second.
3. Processing Queries
When a request for information comes into the search engine (hundreds of millions do each day), the engine retrieves from its index all the pages that match the query. A match is determined if the terms or phrase is found on the page.
4. Ranking Results
Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query. They sort these on the results pages in order from most relevant to least so that users can make a choice about which to select.
Search engines analyze both the page, and other pages linking to and from the web page.
In page analysis, search engines look at whether the search terms are found in important areas of the web page - the title, the meta data, the heading tags and the body of text content. They also look at the density of key words and phrases in the text content of the site.
Google has devised a complex method of page analysis that references not only the current data of the site, but the historical data as well. Therefore, it is vitally important to be continually updating the content of your site . Google's new search algorithms reward the natural course of events for any growing business….things change, new people are hired, products change, events happen, etc…In a thriving growing business, there is always something happening that is worthy of note on your website.
In link analysis, search engines measure not only who is linking to a site or page, but what they are saying about that page/site. They also have a good grasp on who is affiliated with whom (through historical link data, the site's registration records and other sources), who is worthy of being trusted (links from .edu and .gov pages are generally more valuable for this reason) and contextual data about the site the page is hosted on (who links to that site, what they say about the site, etc.) Search engines also analyze the links within your site and the anchor text associated with those internal links.
Popularity is another important factor in the search engine rankings. The more your site is visited, the more traffic your site receives. The more pages your visitors go to on your site, the more your search engine rankings are helped. It may seem a contradiction that the more traffic you already get, helps you get more traffic in the future, but it is important to remember that search engine rankings are designed to benefit both the buyer and the seller…the website owner and the visitor.
Therefore, the popularity of a given site sends information to the search engine that this is a site people want to find and therefore it will be listed higher in the rankings.
Link and page analysis combine and overlap hundreds of factors that can be individually measured and filtered through the search engine algorithms. The algorithm then determines scoring for the documents and lists results in decreasing order of importance (rankings).
What Insyntrix Does for You
The Design
Although it may seem that effective organic search engine optimization has little to do with artistic design, nothing could be farther from the truth. Beautiful design along with ease of navigation and use are essential to the experience your users have when visiting your site. If they enjoy their experience, find what they are looking for, and add your site to their bookmarks as a place to visit again, you have helped to increase your search engine rankings in a multitude of ways.
First, your visitor has most likely stayed on your site and visited multiple pages. Secondly, they will more than likely visit again, increasing your traffic statistics. They may also be likely to mention or send a link to your site to someone else, thus boosting your traffic more. And most importantly, if your visitor is a colleague or related business in your field, they may very well choose to link to your site. Professional looking design sends the message that you are a professional business and worth linking to. So never underestimate the power of good professional design in the effectiveness of your site. Insyntrix is a team of design professionals that combines beautiful, elegant, professional design with a usable, easy-to-navigate user interface, making your users' experience both effortless and informational.
Keyword Research
Keyword research is critical to the process of organic SEO. Without this component, your efforts to rank well in the major search engines may be misdirected to the wrong terms and phrases, resulting in rankings that no one will ever see. Our process of keyword research involves several phases:
1. Brainstorming
Thinking of what your customers/potential visitors would be likely to type in to search engines in an attempt to find the information/services your site offers (including alternate spellings, wordings, synonyms, etc).
2. Surveying Current Site Data
If you already have a website, we can analyze the data from your current website to see what search terms users are entering to find your site, and if those terms are being taken advantage of in your site's content.
3. Applying Data from Keyword Research Tools
Our real time keyword tracking tools can observe the data from current and potential keywords to see how often the word or phrase is searched and how many other sites are competing for these users at a given time.
4. Term Selection
We create a chart that analyzes the terms you believe are valuable and compare traffic, relevancy , and the likelihood of conversions for each. This will allow us both to make the best informed decisions about which terms to target.
The Code
Our team of website developers design and create the backend of your site using the most effective techniques for optimum search engine performance. We optimize your code with correct and effective use of meta data, descriptors, keywords, heading tags, page titles, links and anchor text.
The Content
There is no denying that content is king when it comes to both search engine indexing, and the amount of clout your site carries when you are looking to link and be linked with other sites in your field.
Our copywriters will help you tighten up the text content of your site to find that delicate balance between keyword density and usable, easily understandable text that make visitors stay on your site longer and want to return
Link Building
We help you create a link building strategy. Drawing from the linking information provided by our tools, we find who your competitors are linking to and from. We also work with you to research the best sources for links and the most effective way to present those links on your site .
Supplemental Email Marketing
We will design a supplemental marketing plan that uses e-mail as your primary marketing tool, to help drive traffic to your site and boost your organic search engine listings. Current e-mail marketing programs that comply to the require opt- in /opt -out feature are legal , not considered spam, and can provide valuable information for your visitors in the form of newsletters and announcements. Our team of designers create email newsletter and announcement templates that match the look and feel of your existing site, so that all your marketing materials carry your business brand.
SEO Maintenance
The process of SEO is not easy to tackle, largely because so many pieces of a site factor into the final results. Promoting a website that writers on the web are unlikely to link to is as deadly as creating a fantastic website no one will see. Organic SEO is also an ongoing process, both in application and results and requires steady, periodic maintenance.
Insyntrix's ongoing organic SEO maintenance program includes the following:
1. Content Updates
We will implement frequent and periodic text content changes to keep your site's content unique, interesting and ever changing while still adhering to a balance between key word density and readable, easily understandable text.
2. Ongoing Linking Program
Insyntrix searches for relevant and strategic partners for you to link your site to, using information given to us by you about your industry, and from research we conduct independently about your industry.
3. Website Analytics
We analyze the statistics from your site to see the effectiveness of specific keywords and phrases.
We look at areas like:
Which search engines are responsible for the bulk of your traffic and which search terms people used most often.
Which URLs and domains are responsible for sending you traffic.
Which pages are attracting the most visitors.
Your visitor demographics, and what paths your visitors follow when they get to your site.
Combined, these statistics give us an effective tool for maintaining, changing, and fine tuning your content and keywords for more beneficial search engine ranking.
Contact Denver SEO Experts Insyntrix today so we can drive more traffic to your site.
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