The basic techniques of any optimization project.
Basic Linking.
With keywords being the foundation of any SEO project, link building invariably becomes the structure built on top. Linking is split between external and internal: An external link is any link that connects to a page outside of your website, while internal linking is a link on your web page directed at another page within your site. Check out our page on linking to learn more (that was an internal link). Google uses a concept called “PageRank” to determine a website’s “relevance.” For reference, Google has a PageRank of 10 (no other website will ever be a 10). Most business websites have a PageRank anywhere from 0 to 4 (4 actually being very good).
When another website links to a page on your website they are most likely using you as a source of information, this is the key. Google looks at that external in-bound link, as you providing relevant information to the linking website and thereby passes some of the external sites PageRank to yours. This causes you to become more relevant for the associated keywords and is why external linking is so important. Internal linking is a different strategy altogether. Internal link structures are formed like this; At VISAO Solutions we offer online marketing and search engine optimization services throughout the Boston and New England area. These are links to other parts of our website. As Google crawls through all of the links on our website, our relevance for specific keywords will be tallied and applied to create our PageRank. While PageRank is by no means an accurate measurement of relevance, it does give you some idea as to what Google thinks about your website.
HTML And Coding.
Internal and external linking is only one part of the overall strategy. Optimizing the code itself is a large part of what is called on-page optimization. The title tags, meta-description, H1, H2 tags, image alt tags, etc. are a small portion of what on-page SEO entails. These are some of the thousands of bits of code that the search engines use to calculate your relevance. Other strategies involved with on-page SEO include creating a robots.txt to guide the search engine crawlers. The body text, URLs and links must also be adjusted and optimized using your keywords. This is a very simplified list of changes that go into optimizing a website. Most of these changes are subtle, but completely necessary to a successful campaign.
With the advent of Universal Search, the line of code associated with images, articles, video, etc. has also become very important to the relevancy calculation. The content itself must not only be well produced with a quality message and appropriate viewability, but the code and meta-information (title, tags, info, etc.) must also be leveraged and optimized. This can take a lot of time and brain power, especially if you are simultaneously running a business and creating a constant flow of new content. This is where a solid web company comes into play, specifically a company that can create and optimize the content for you “in-house”. A firm that can do it all is significantly more efficient than finding and managing multiple different companies or freelancers to do the work.
Consistent Content.
Once your website has been optimized with links and code, whats next?
The answer is: A lot. Your site, as well as any new content, must be submitted on a regular basis to directories and indexes, which in turn must be verified and monitored to ensure integrity and to thwart spam. You must be submitted into various communities, such as Google Local, as well as many others that may deemed important to your campaign. Once all of the appropriate services have been set up and your content distributed, it’s time to begin planning your new content. This can become very tedious for a business owner who rarely has enough time in the day as it is.
Time Saved is Money Earned.
Consider the necessity and realistic potential profit associated with creating and optimizing online media. 99% of the time, the projected ROI (return on investment) far exceeds the cost of hiring a company to do this job for you. The time saved from hiring a professional web company is also invaluable when compared to the potential profits. Overall, optimizing a website may seem like a simple process on paper, but executing requires expertise, patience, and attention to detail.