What is SEO?

Search Engine Optimization is the art of creating a strong and balanced internet presence by using excepted and proven techniques to gain higher positions in a search engines results page or SERP for any given keyword or keyword phrase. The use of methods that will balance on page content with Search Engine Marketing strategies to optimize traffic pull. Search Engine Marketing is a large part of a balanced SEO program and should include, but not be limited to, link building, article/press release marketing, reputation building, protection or repair, competition analysis, content discovery, keyword discovery, and balancing Organic Content against Paid Advertising to raise return on investment.

Keyword Optimization;

The primary focus of a balanced SEO strategy is to discover, use, and promote keywords and phrases based on a a given websites content. Part of an SEO professionals job is to make sure that a websites content is created and developed in such a way that it allows for the proper keywords and phrases to be targeted.

EXP:  Let's use a website that sells sterling silver jewelry as an example. The focus for such a site should be on both primary and secondary keywords and phrases.  Primary keywords are those that would be generic to a niche or industry. In the case of our jewelry site,  primary words would include terms such as jewelry, rings, necklaces, bracelets and so on. Secondary words would be those less searched terms and phrases that still bring in valuable traffic. These are sometimes referred to as "Longtail" keywords. These terms might be silver chains, wedding rings, silver bracelets, custom silver jewelry, and so on. Keyword phrases are combinations of primary terms that are combined to create secondary or "longtail" keyword phrases. These modified keywords are much less competitive and allow for higher placement on a search results page. Phrases using these lesser searched terms can pull in highly targeted traffic and allow you to compete with other sites using similar but not identical terms, giving you a competitive edge.  Creating content that targets those keywords and keyword phrases correctly should result in increased traffic and lowered paid advertising costs which raises ROI or return on investment.

User Friendly Navigation;

The ability to navigate through a site easily and efficiently should be a primary concern. Optimizing navigation should be developed in a way that satisfies both the search engine crawlers and the human users who vist the website. You'll want to plan your categories and file naming with intelligent, simple and intuitive paths that visitors can easily navigate while at the same time strengthening content values.  

Less than  honorable marketers will sometimes create websites with the intention of fooling the search engines into believing pages are stong for content that may not exist within their site(s). Using such tactics may,  for a brief time,  bump traffic up but conversions will be nonexistent and defeats the entire purpose of good SEO.  A conversion is the act of filling out a form, making a purchase or inquiry while on a website.  If you have 10 unique visitors to your site and 3 of them fill out a form or make a purchase from you this would equal a 30% conversion rate. Conversions are the payoff in the SEO world and a high conversion rate is a universal goal. 

Incoming Link Strategies;

Because the search engines also look at how other sites link to you, you should always include a back-link (incoming link) strategy when optimizing.  The more "like sites" that link to you the more authoritative the search engines will perceive a website as being. There are two basic incoming link types, reciprocal and non-reciprocating. Non reciprocating back-links are links to your site from other websites with no strings attached. These types of links might be from websites who feel your website enhances their content, that likes your site so they'll places a link to your website, a directory that allows free submissions.  Also, article and PR sites are used to increase theseone way links. 

Examples of reciprocal back-links would be links that are traded such as, a banner exchange, directories that require you to place a link on your site, and webrings which rotate your links with other ring member links. 

You should be aware that there are clear pitfalls when doing reciprocal linking and care should be given to who you trade links with.  Many of the free for all (FFA), link exchange and banner exchange sites are becoming sandbox traps. The Google sandbox is where new sites, once live sites, and sites that may have broken the terms of service are placed until they have aged sufficiently or have repaired content to meet a search engines TOS.  If you submit your site to a link exchange you must only trade links with other sites that are strong to your niche or industry.  Directories, search engines and article/press release sites are generally viewed as "All Markets" sites so you can safely submit your links to them without having to worry about being thrown into the sandbox or being banned. On the other hand, FFA, Linktrade, and Paid backlink sites can send up flags that may leave your site at risk.

Directories, Article and Press Release campaigns;

These are by far the easiest way to get solid, highly targeted one way back-links.  Submitting to high traffic directories and article sites can boost a websites strength quickly without sacrificing accountability by the search engines.  There are however certain practices that should be strictly followed when doing your submission campaignes.  Keep in mind that search engines prefer natural or organic trends when they qualify websites for inclusion.

• Moderation is the key to success. DO NOT submit your website to 1200 directories in one day. Spread your submissions over time to build links steadily rather than all at once.
• When submitting to directories, create multiple variations of  your titles and descriptions. Mixing them into your submissions will reinforce the natural aspect of your link building process.
• Write your Article and/or Press Release with the reader in mind. Use targeted keyword phrases just as you would with website content, keeping it readable and interesting. If your articles look like a spam fest with little or no authoritative value, then you'll likly be wasting your time and effort.
   

Reputation Building, Repair, and Protection;

Sometimes in the course of doing business, you'll make an enemy or two. Whether warranted or not it does happen, much to the frustration of the business owner. This is a natural progression of the human condition and must be addressed in order to limit the damage it can cause.  The effects of a poor image can have devastating results to your online efforts, so you must strive to apply "GOOD" business practices which help in building your reputation. If your reputation has been damaged it is possible to use social marketing strategies to rebuild your image. A good reputation takes time to develop, but very little time to destroy.

Balanced Advertising (Organic vs. Paid);

The cost of doing business includes your advertising budget. How you choose to or not to spend your advertising budget can make or break your business.  Building your website to be strong for organic advertising should be your priority. Paid advertising is a means of bringing in highly targeted traffic but is quite expensive in the long term. Paid advertising is a supplement that should be used while building organic traffic.  I am a firm beliver that when content is optimized correctly, you'll find that your traffic and conversions will rise while advertising costs go down.

In a nutshell; 

A properly optimized website should effectively blend the search engine's view of the website with the end users experience while on the website. A properly optimized website doesn't favor one over the other and the end user is who you are ultimately targeting. A website should only target keywords and phrases that are strong within the content of the pages.  Links should be well laid out and easily navigated both "from" and "to" all levels of the pages being served. Visitors should not be able to get trapped in endless click loops that will quickly drive traffic away.  A well rounded SEO campaign must include "Off Page" optimization tactics that take advantage of linking strategies such as article marketing and social bookmarking. The use of proven strategies that reinforce, enhance, and build reputation in the marketplace.

Anyone can paint a picture, but not everyone can be an artist. 
Search Engine Optimization is deceptively simple in it's application but a skilled
search optimization professional can turn a website into a piece of marketing art.

SEOMe.com - Search Engine Optimization Made Easy
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