SEO Specialist Blog

If you are a web site that is counting on the business of consumers this holiday season - to visit your site and purchase the products and services that you provide - then you may be understandably nervous; and you are not alone. Businesses across the country wonder and worry how the economy will affect what is often their busiest time of year; if consumers will be buying in the same manner that they have done in the past.

Ultimately, there is no way to control what kind of spending methodology consumers will adopt this coming holiday season. They may very well be taking stronger hold of their budgetary reigns. Ultimately web sites can only take control of what they can control and in this case it is directing web site traffic and making sure- once consumers get to the site - that the product is available, the site is functional and clear to navigate, customer service support is available, and you are competitively aligned in terms of pricing.

As linear as this may all sound, web sites may have the inclination that they are better off shutting down all forms of marketing and saving their dollars until the crisis passes. While this may sound good in theory, the reality is that without consistent efforts on the part of the web site owner – in terms of strong, continuous search engine optimization –the likelihood of sustaining steady web site traffic is minimal.

Search engine optimization efforts, in fact, must be continuous in order to be continuously effective, regardless of the economy.

People speak much of search engine optimization but do they really know what it means? The answer is a resounding no when you consider how very many web sites display poor optimization. The statistics are astounding. Well under ten percent of all web sites are properly optimized. Which means that while web site owners have put out so much money – and put so much effort into making their web site successful – they are completely missing the boat in ensuring that their site is even visited in the first place.

The fact is that in order for a site to increase web traffic and retain a comfortable spot on the higher pages of the search engines – a premium position that will continually help to increase web site traffic and earn their business – they must retain SEO services that will work the web site consistently and employ those methods that have been shown to work time and time again.

One of the most important components of effective search engine optimization is the utilization of particular keywords in relevant content that is meant to engage the attention of the search engines. Web sites that utilize keyword rich content realize benefits on a multitude of levels. Such content offers additional value for visitors to the site; but the keywords themselves work to propel the site upwards in the search engines’ rankings. The goal of the web site, of course, is to make it to the first page of search engine results in an effort to attract as many visitors as possible.

In the next post…more on why the choosing of keywords is so important in the overall process of SEO.

In the last post we talked about how some companies feel the need to go it alone when it comes to different specialties of business. There are some companies that may think that they can they can run their business and do their own advertising, marketing, public relations, and all the other things that go into making a business successful.

With web sites this is parallel to a web site owner tackling search engine optimization without professional guidance. There is a misconception that SEO is something that is a one and done kind of thing; you make your site search engine friendly and then you go on your merry way forever in a good position to increase web site traffic.

But the truth is something very different and much more time consuming than its given credit for; SEO efforts are a day to day thing –a web site must be constantly worked to stay engaged in SEO.

In order to give it the time that it is due, a SEO specialist can help a web site lay the groundwork for success by implementing the necessary elements for good SEO including:

* Good content that is also infused with carefully selected keywords. A SEO specialist will help a web site choose the keywords that are most likely to be used in a search for their particular products, services, and information. And they will help craft content that includes these keywords and continually update that content to renew interest.

* Good linking strategy. It’s important to have inbound and outbound links with highly ranked sites. These links count as “votes” for your site with the search engines. A SEO specialist can help cull these links.

Small companies often fear that they cannot compete with their larger counterparts – and with good reason; after all, larger corporations can outspend small competitors and therefore can be much more aggressive in their marketing. Really, in the world of everyday, traditional business, this is like comparing apples and oranges. Businesses – large and small – have something to bring to the table and in all likelihood they are going after a different target audience. Smaller companies need really only be concerned with their competition with companies of similar size and scope.

But the world of online business has really changed everything in that it has leveled the playing field in a lot of respects. Smaller companies are able to present a much larger image online and because there is no physical space per se they are able to offer much of the same bells and whistles as the bigger guys.

You would think the complex of the smaller company would be vastly improved. But it’s not. Insecurity still reigns supreme.

This is because many smaller businesses still that think that they are getting beat out by bigger companies in terms of their ability to increase web site traffic and gain a foothold on the search engines through search engine optimization.

But here’s the truth: small or large, companies are equally able to increase web site traffic through comprehensive search engine optimization efforts. There is no measure of a company (aka web site’s) size through the search engines; the search engines only care that the right elements are in place.

In the next post, we’ll continue to talk about how web sites large and small can get big results in SEO.

In the last post we talked about the importance of having a marketing plan in place for businesses; and how companies generally require such a plan in order to account for their spending and set forth their goals for growing the business.

Part of a modern day marketing plan includes plans for their web site, as very few companies do not, at this point, have an online presence. And the web site is in no way exempt from having a plan in place for it as well. After all, a web site markets a company and it must be “worked” consistently in order to increase web traffic, promote the company name and brand, and hopefully convert those visitors to their site into customers and clients.

In order to make the most of their marketing dollars, many web site owners will work with a search engine optimization specialist who will take the company step by step through their SEO process. By no means should this be a cookie-cutter marketing plan, as each business is different and has its own goals, but the core of the plan may look like something like this:

* Measuring where the site currently is on the search engine page rankings. Is the company coming up on page 3 or is it coming up on page 11 of the search engine rankings? There can be no plan for growth until you know where you’ve started.

* Putting a search engine optimization plan into place that may include the choosing of relevant keywords and keyword phrases, the creation and placement of content that includes those keywords, and the development of a strategic linking campaign to help generate buzz and propel a site to the higher pages of the search engine rankings.

* Measuring progress. Any reputable search engine optimization specialist will measure your results as your plan progresses, giving you’re a very clear idea of what your money is getting you in terms of marketing.

In the last post, we talked about how web sites – like traditional businesses – in order to be successful, must put plans into motion in order to define their objectives and ultimately measure their success. The way in which businesses are best able to go about doing this is with the help of the entire team. Without the whole business involved – employees to management – the effort of working towards particular goals can be somewhat splintered and the end result can be less than successful. And web sites are no exception.

The first goal that we talked about that most web sites are interested in achieving was to increase web site traffic. And with a search engine optimization plan in place – one that all members of the team are committed to working – web sites can often achieve their goals to increase web traffic.

Some of the additional goals set forth by web sites include:

* Converting visitors to customers. It’s great to have search engine optimization efforts be successful enough that a web site is able to increase web traffic. But until they are able to convert those visitors into customers the web site is not able to make the money it needs to support itself and be a viable member of the online business community. Web sites can do this as a team by putting manpower towards making sure the site delivers in terms of giving visitors what they need and want once they get to the site.

* Create a buzz about the site that transcends search engine optimization. Through solid public relations and marketing, web sites can get the word out about what they have to offer, creating a word of mouth campaign that propels the site’s success.

In the last post, we talked about the increased use – and popularity – of videos online. Web sites that are actively engaged in the search engine optimization of their site have surely recognized the growing validity of video and how it is used as an effective tool by web sites that want to increase web traffic.

One of the ways in which web sites are using video in order to increase web traffic is through video blogging and other video content used on the site. Video works in a number of ways including:

* Reaching a particular audience. If your targeted web site traffic that you are trying to reach is on the younger side - especially early to mid twenties – then video may be the best way to go in offering up information on your site. In fact, video has become so commonplace and so expected by a certain online audience that it may actually hurt a site if they aren’t staying on the cutting edge in terms of online offerings.

* Elevating SEO efforts. While search engines don’t recognize the video content itself what they will recognize is the keywords used to describe and categorize the video. Additionally, videos that are good enough – that are entertaining, informative, and worthy of repeat visits (as users logon to see what else the site is offering) – will inspire other sites to link to your site – thus increasing the visibility of the site and raising the page rankings.

* Giving users a good experience. Videos add value to a web site so that the experience of the users is multidimensional. Stay in touch with the wants and needs of your audience and you will surely have a positive impact on your web site traffic.

The summer seems to have slipped by; the kids may already be back in school or are starting within a few short days, the nights are getting chillier, and – if the retail stores are anything to go by – we are already fully ensconced in the Halloween season. This fast pace of business leaves many companies struggling to keep up in terms of providing the customers what they want on a day to day basis. If the larger corporate giants are already stocking Halloween candy and Christmas trees in August, where does this leave the little guys?

For web sites, however, this is an easy to battle to wage, as the lack of a physical space allows them to open their product line as far as they want. But it also requires web site owners to be forward thinking in their offerings. Many web sites are only focused on their desire to increase web site traffic – completely forgetting the steps you have to take to get there. Is search engine optimization important? You bet. In fact, SEO services are undeniably essential if you want to procure visitors to your site. But ultimately it will be your product offering and your customer service that will keep them on the site and bring them back for more. These two working in tandem – SEO and product/service – is the magic combination.

So what’s the secret to making sure you always have what your customers want? Information and planning. You need to identify your targeted web site traffic – who they are, what they are interested in, and want they want from month to month – and you need to plan accordingly.

Look for the next post as we talk about some of the ways in which to gather information and set about planning in order to increase web traffic.

In the last post, we talked about the goals of businesses – both traditional and virtual – to reach their targeted audience and ultimately bolster their bottom line by matching their products and service with those who seek the same.

Web sites that want to reach targeted web site traffic do so in a number of different ways including the infusion of keyword rich content into their site which acts as added value for the user and also is a key component of search engine optimization.

Additionally, web sites can reach their targeted web site traffic by:

* Engaging in a reciprocal linking campaign which helps raise the visibility of the site on the online search engines and align it with other highly reputable sites.

* Including a forum on the site that will attract attention and speak to the topics that visitors to the site would be most interested in reading about. Additionally, web site users who are invested in communicating in a forum will return again and again and often bring along likeminded visitors.

* Promoting the site through alternative methods. A web site is a business just like any other and must be marketed as such. Using such methods and online social networking and press releases will generate buzz about the site and help to unite the site with its targeted web site traffic.

With web sites, it’s not enough to increase web traffic in a general sense as these visitors may not be interested in what the site has to offer and will logon and log off. It’s like populating a pet supply store with people who don’t own pets. Instead, by marketing to reach targeted web site traffic, web sites can increase web traffic and ultimately feed their bottom line.

In the last post, we talked about the propensity of many web site owners to concentrate their efforts on search engine optimization to garner an audience but then missing the boat when they do manage to increase web site traffic. This occurs because far too few web sites are really tuned in to what their audience wants and what will ultimately help them build long term relationships.

Is it important to include keyword rich content that serves the dual purpose of providing added value to your site experience and working to increase web traffic through SEO? Yes. Is it important to engage in comprehensive linking strategies to align your site with other web sites of high quality? Yes. These methods are both crucial to search engine optimization pursuits.

But there are details that matter to your audience that have nothing whatsoever to do with how they found their way to your site. Ease of functionality, for example, is crucial to building trust between a site and a user; if a user finds that your site is always down when they try to logon or they are unable to find what they need in one or two clicks of their mouse, you are likely to lose them in the long run. Worse still, you are missing the opportunity for one of the best methods to increase web site traffic – word of mouth. What’s a visitor to say about a web site that fails to accommodate their needs?

Contact information is also critical when it comes to inspiring a level of trust with a user. And this is especially so if you are selling products or services. Not providing detailed contact information can send the wrong message that you are not a site to be taken seriously.

Search engine optimization is important; that much is clear. But if you come up short with your audience once you get them to logon then your SEO efforts were fruitless. Strike a balance and you will find your sweet spot of increased web traffic.