What is Search Engine Optimization?
Search engine optimization (SEO) is the process of optimizing your website or web page for the purpose of increasing its ranking in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.
How does it work?
Consumers base purchase decisions in part on trust. Google is working on ways to algorithmically determine trust, in an attempt to send searchers to the best sites. Google is constantly changing its algorithm so staying on top of changes is critical to success.
Good SEO is a long-term strategy and it may take time to produce results, especially in competitive sectors. A good SEO agency will help you rank as highly as your site can, but it simply isn't possible to guarantee page one rankings.
When we start projects we first do an audit to determine your sites strengths and weaknesses from an SEO perspective. We often run into one of three situations.
All these situation are fixable and each require different approaches. Let's consider the situation from Google's point of view.
Gone are the days of keyword stuffing and link farms run from Polish forums. Now Google considers 33 on-page and off-site factors. Some are more important than others and some have negative affects. Our strategy is to affect as many levers as necessary to beat your direct competitors. The factors are:
On-page (controlled by site owner)
Off-site (influenced by site owner)
Google+ First, we get a hold of what Google knows about you and claim that information for you. We update the data and verify your information across all their services. We even call India for you if we have to. Once we have a handle on this and Google begins to properly catalogue where you and in what category you operate, the performance of your website will start improving. It's not the whole enchilada but it's a good place to start.
Domain Authority We'll introduce you to the concept of Domain Authority (DA) score which represents our best prediction for how a website will perform in search engine rankings. This industry leading metric combines 40 signals into one number. It is scored on a 100-point, logarithmic scale. This score is affected by longevity, number of links, relevance of links, and quality of links. Your ideal score depends on your direct competitors but based on experience, most successful local business operate between 25 and 50. Less than 30 and you'll have a hard time getting Google to pay attention.
Back links Google rewards sites with high number of earned (free) links from sites with high authority. You can also purchase links but they now come with a caveat called a “nofollow” tag indicating to Google that this was not a free link. Wikipedia is the exception; while all links there are free, they all include a “nofollow” tag. Nofollow links are not worthless; they are just worth a lot less than earned links. Depending on what our Audit shows, we'll develop a Backlinks strategy. This is often on the most time consuming part of SEO because it requires the cooperation from other sites.
On-page The bulk of the work with a site is to make sure that it says, with the right emphasis, to Google what you want it to say. Each case is different but it's important to remember what Google sees. The truth is that Google is blind. It cannot see images so it misses a lot of information that we take for granted. It can only parse text and count words. Not long ago, it didn't understand that a word with an s was related to the same word without an s. But now it is making connections between similar words to build up concepts. All this affect how we write for the web and there lies the art and science of good SEO. We've learn to think like Google and follow our understanding of its heuristics. It's a smart robot that compares lots of signals send by your site to the signals sent by other sites.
In other words, we speak Google.