What is Search Engine Optimization?
By: Gabriel Gervelis
What is Search Engine Optimization?
Search engine optimization (SEO) is the art of ranking a website, or web page, high on a search engine result page (SERP).
I call this an art because the factors that search engines use to rank websites keep changing. Finding a balance in these factors, finding what factors need improvement in a targeted site, monitoring the success of the campaign through ranking reporting, and providing this service at a reasonable and affordable cost truly is an art form.
There is no step by step process to search engine optimization. I can’t map out a first do this, and then do this type of tutorial. Understanding how the search engine’s work and understanding what SEO method to use in an identified situation is key, for example.
Example:
A client enters our firm and declares “I want my website to rank #1 on Google for the term parade”. After some initial research (and small deposit) we determine that all of the main competitors for this term have over 200 pages within their site. Our client has a 5 page brochure website. Knowing that the target keyword market is very aggressive (advanced keyword research will be covered later) we know we need to expand our clients site so it has the ability to compete.
After further review of the top sites that are ranking for this term, we notice that 2 of the 10 sites have parade directories, listing of every major parade in the last 2 years. Each major parade has its own page with unique content. This gives the sites an awesome ability for internal linking (Internal linking will be covered later) and gives these sites a huge advantage.
In this example, we know we need to adopt a similar concept in our client’s site. We don’t need to copy our competitor directories word for word or page for page. But adapting our own unique way to produce relevant pages that hold industry unique content is a must.
Will adapting this concept to our clients site shoot there site to the top of the SERPs for the targeted word? No. Other SEO methods like Meta tag and content optimization need to be utilized as well.
Understanding your competitors sites, and how your competitors made it to the top will save you time and money in the future.