Build a website and they will come; or will they? You need to have a website presence to be found, but not every website carries the same weighting when being indexed by a search engine.
Acronyms to remember: SEO (Search Engine Optimization), SE (Search Engine), SMO (Social Media Optimization), HTML (HyperText Markup Language), CSS (Cascading Style Sheet)
Some Key factors for on-site SEO:
1. Content: content is key when used within the parameters of a SE spider. Your business is somewhat specialized and the words used to describe your business combines various keywords in conjunction with other keywords to identify specialized things, concepts, services, products, etc. relative to your business.
2. Semantic Structure: using HTML and content to build a proper semantic structure [title, headings, paragraphs, footer, etc.] makes finding your information easier for humans (both for mobile and desktop browsers) and spiders. An easy test is to remove the CSS structure from the page and if you can easily view and understand the format of the content, your semantic structure is probable in good standing.
3. Further obscure attributes: HTML coding includes various attributes, META tags, and other details to make the coding more obvious to a browser and a spider. One small example; disable the image display on your browser and you’re left with a blank rectangle, but if you put in an “alt” attribute, a text description of the image will display instead.
4. Keywords: keyword density needs to be handled properly within a good semantic structure, relevant to the page’s content and title, and not overused nor underused. There is a fine balance in optimizing keywords within a given page or website.
5. Proper use of HTML coding (goes hand-in-hand w/proper semantic structure) and CSS coding to give both the human and the spider optimal weighting to various parts of the content, further optimizing the indexing of that web page. Usability also falls in this category, designing the page content (HTML and CSS) to be easily and clearly understood, and to easily find internal links (navigation) to related content you want to find.
6. SMO: SEO now incorporates the use of SMO to provide a more effective return. Integrating facebook, twitter, LinkedIn, Google+ and other relevant social networks into your web page gives it a better chance for greater exposure, provides an easier way to share material and cross-promotes your social networks with your official site.
7. Bridging on-site with off-site SEO: If done correctly, building back links, external links and internal links all help connect our website to other sites, pages and networks which benefits the business’ website with more relevant traffic, more relevant weighting for SE indexing and servicing the user with beneficial references and relevant off-site content. This must be balanced to provide optimal usability while minimizing the bounce rate for the primary business’ website.
The above are just a few of the more important key factors in providing SEO services to a small or large business. There are many other factors that can affect your PageRank standing with Google and other SEs and should also be incorporated into the SEO plan or marketing strategy.
WebPaws.com looks forward to helping you build a stronger online presence and overall more user friendly website to attract more relevant businesses, users, customers and/or clients.