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Specializing in search engine optimization, pay-per-click & Internet marketing strategy, for web design & e-commerce solutions. Since 1999. |
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Specializing in search engine optimization, pay-per-click & Internet marketing strategy, for web design & e-commerce solutions. Since 1999. |
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Search Engine Optimization When you input a phrase in a search engine, the engine takes that phrase and compares it against its database. It uses an algorithm to determine which pages in its database are most relevant to your search. These algorithms are highly guarded. As a result, web marketers can only study the results of the algorithm (pages that rank well) to understand how the algorithm works. This research is the foundation for our ability to create pages that are likely to rank well. Let's say that you sell running shoes. After conducting research I might find that the best key phrases are "running shoes," "jogging shoes," "trainers," and "sneakers for running." I would add those phrases to your website. Then I would submit the site to search engines. After the search engines have included your website in their databases, your website will appear when people search for "running shoes," "jogging shoes," "trainers," and "sneakers for running." Those who click through are known as pre-qualified visitors - people who are looking for exactly what you have to offer. Research shows that people rarely look at listings beyond the top 10 or 20 returned. Therefore, the goal is not inclusion, but positioning. When I apply search engine optimization to your site, it is my goal to help the site position within the top 10 listings of the major search engines for keywords relevant to your product or service. Clearly, there are two phases to any search engine optimization job:
Both require language skills, a detail-oriented mind, and an understanding of statistics. It is possible for search engine optimization tactics to be delivered in text documents by someone who does not know HTML or any other kind of code, but it is best done by someone with web development skills, who can embed the SEO directly into the visible text, HTML titles, and meta tags of the web site. This requires a bit of re-writing, so that the copy can accommodate the results of the keyword research. Often this work is outsourced to search engine specialists because a) it is a specialty which requires intensive training, b) the search engines are always changing, so it requires ongoing research, c) it's a major project, and again, d) it requires an understanding of statistics, creative language skills, and web development - ideally in one person. By optimizing your website, you stand to gain substantial traffic from search engines without incurring per-click costs as you would with pay-per-click. This means that your website continues to bring prospective customers to your site year after year without any fee beyond what you pay your search engine optimization specialist. Only in very rare cases does SEO need to be tweaked, edited, or changed. And it's rare that new copy has to be added to the website as a vehicle for SEO; usually, I can keyword pre-existing pages of your website so that you don't have to pay for new pages to be added. Well-researched keywords applied ethically to your site are the best investment you can make in your website. Contributors to search engine forums know what I know from statistical analysis and from experience: that search engine optimization is the most cost-effective form of web marketing. For cost-effective, pre-qualified traffic from an experienced search engine marketing professional, contact me today.
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Web Marketing · Boston, MA · 617-879-1730 · |
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Specializing in search engine optimization,
pay-per-click & Internet marketing strategy
for cost-effective web design & e-commerce solutions, since 1999.
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© Karyn Wergland 2008 |
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