The power of the Internet and search engine technologies has
increased interest in making Web sites appear prominently in search engine
results. According to Opinion Research
Corp. for Performics Inc., 58% of adults conduct on-line research prior to
making a purchase. This underscores the
importance of a business to have a Web site.
The majority of traffic from a search query will go to those
sites listed on the first SERP (Search Engine Results Page). Those sites have a clear advantage in
capturing attention, clicks and conversions on their sites. Sites that do not appear there will likely be
Those well-positioned sites didn’t get there overnight. SEO takes consistent action and
reaction. What works today for SEO may
not work as well in the future.
Competition for high positioning intensifies over time for any keyword
phrase as more businesses find out about SEO.
By committing to an SEO strategy over time, a small business
has a great opportunity to drive significant amounts of traffic to its site and
lands great positioning. What do you
need to know to do to make this commitment?
your current site and positioning. Where have you been, where are you at,
and where are you going? By knowing
your current positioning, you have a reference point for understanding the
results of your present and future efforts. You may be surprised at how well some
parts of your site are performing!
what to change. There are over 200 factors that Google considers to
determine ranking of pages in its results.
Many can be controlled your site design and profile, and there are
a handful that provide the greatest return on your investment. You might consider hiring an SEO
consultant to help you identify what will work best for your site.
meaningful changes in increments. Unless a site has poor content,
navigation, and suffers from serious neglect, there are probably areas
that are doing reasonably well to attract traffic. Making too many across-the-board changes
too quickly may negatively impact those well-performing areas. Plus, it may be difficult to identify
what changes made the biggest difference.
your effectiveness. It’s important to periodically check your ranking
among the major search engines to gauge the impact of your changes. Do this for the first week or two after
your traffic. Typical analytics tools can tell you statistics such as
number of visitors, traffic sources, which search terms yielded visits and
page popularity. The metrics
derived from these tools are important for guiding you ongoing SEO
takes time. Don’t expect the
results to happen overnight. If
your site has not ranked well in the past or is not established, it may be
several months before your site’s ranking rises substantially. Search engines need time to crawl your
pages and your competitor’s pages to pick up changes and analyze them. Ranking for high value phrases may prove to be a significant challenge.
The proverb “good things come to those who wait” is
particularly important in SEO. If you
need help developing a comprehensive search engine optimization plan, contact
us to get started.