How Does SEO Work?

SEO isn’t Rocket Science. It’s based on four fundamental principals:

1. Identify the Right Keywords

2. Optimize the website

3. Optimize Inbound Links (Backlinks)

4. Measure Results and Repeat

Each of those four fundamental principals have a lot of details, but everything comes back to them.

Identifying the “right” keywords: This process is probably the most important of all research that you can accomplish and is essential to understanding how SEO works. There is just no point to entering into a search optimization campaign unless you know; which keywords are being searched, how competitive are the keywords (i.e., how likely and how long will it take to win them), which keywords drive conversions, which keywords drive traffic but not conversions. We have a very mathematical approach to keyword identification. Factors we consider are search volume, search engine result counts, keyword phrase used in title tags, Alexa Rankings, Google Page Rank of competitors. These factors are then mathematically combined into the Keyword Effectiveness Index (KEI), Keyword Performance Index (KPI), BLKEI (TM), and a BWKPI (TM) – Download a sample Keyword Report.

On-Page Optimization: When a search engine visits your site and indexes a page (bot or spider) it cannot “see” images. All it can do is read the text that appears on the page to try and identify what the subject matter of the page is all about. What the text says and how that text is formatted is exceptionally important. Text on the page includes Title tags, Meta Tag, Description Tag, Image Alt text, Link alt text, link anchor text, and of course body text. Formatting factors are also taken into consideration including the usage of; bold, italics, H1, and other H# tags. The density of keyword phrases is also critical. If a particular keyword phrase is not used enough, then the search engine will most likely not determine that the page is about that subject. However, if the keyword density is too high (i.e., the keyword is used too often or “stuffed”), then the search engine may mark the page as “spam.” Again, our On page optimization reports are based heavily on these mathematical factors. – Download a sample On-Page Optimization Report

Site Structure: Many factors regarding the way that a site is constructed and structured can affect the overall performance of the site from an SEO perspective. One of the most common problems is duplicate content. While Google and other search engines are getting better about recognizing and handling duplicate content issues, it is much better to solve the problem from the website construction side than to leave it to the search engines to “decide” for you. Examples of duplicate content problems are dynamic sites that return the same web page under different URLs, URL tracking codes that are carried throughout the site as a visitor navigates, and sites whose link structure include bouncing from HTTP to HTTPS pages with the same content. URL Rewriting techniques can be utilized to correct these issues.

Additional site structure problems are; Internal links that “link everything to everything,” SEO Hazards (Black hat techniques such as small text, same color text on near color backgrounds, and many others), Excessive links per page, and excessive outbound links.

Content Creation: Content has and always will be a vital part of any website and a primary ranking factor. Content explains what your site is about to the search engines and it provides answers to a searcher’s query. SEO helps to make sure that you’re not missing the forest for the trees by making sure what you’re talking about in your content reflects the keywords/phrases that you want to be associated with. We have a large pool of writers to work with that write content according to our specifications, and that take into account the preferences and voice of our clients. We work closely with our clients and writers to find the best writer(s) for that particular client. Also, we work closely with our clients on content that they produce by way of providing SEO guidelines and optimizing the content created by the client.

Measure Measure Measure: Traffic is useless unless that traffic converts into leads and sales. We believe that it isn’t our responsibility to drive traffic to our client’s sites; instead, we have to drive the right traffic through to the right experience at the right moment. We have to help your customers find exactly what they are looking for, and take them through that experience, from a search trigger to completed action. When customers find our clients our clients see results. This can only be accomplished by a robust and dedicated approach to analytics review and performance tracking. We have to know “why” the visitor visited the site, where they went, what pathing best creates the desired outcome and then manipulate our efforts to that end. Regular reporting of SEO campaign performance, Link Performance, and changes in competitors is a requirement for successful SEO.