Search Engine Optimization – What in the World am I Paying For?
What you will learn from this e-book is that Search Engine Optimization is not really that complicated, but it is a lot of work. It is a very task-and-time intensive process. There are a number of things you have learn how to do, but then you simply do them over, and over, and over, and over… SEO is an ongoing process. You can never stop. If you do, all that you have gained over the years will begin to deteriorate. Getting the pages of your website to the top of the search engines is not particularly difficult. Keeping them there is.
The only “nearly sure” way of appearing on the first page of search results is to pay for it. However, even that has changed over the years. There used to be a time when whoever was willing to pay the most, was put at the top of page one of the ‘Search Engine Results Pages’ (SERPs). However, search engine algorithms also continuously evolve to keep up with the ever-changing environment online.
Here’s essentially you are paying for when you hire a search engine optimization company whether it be us or someone else. The first thing we are going to do is ask you who is your target market? Describe them in detail. The next thing we will want to know is what are you selling? What are your products or services? What is the benefit of ownership of your product? What is the benefit they get from your product or service? What search terms do you think people use to search for what you have to sell? What we will do with this information is begin your keyword research using a variety of free and paid tools. What we want to do is figure out what search terms your target market uses when searching for what you sell. This is a critical first step. If keyword research is conducted improperly or ineffectively done, everything else will be like spinning your wheels. Additionally, we need to review your keywords from time to time as the terms people use to search for what you sell may change over time.
We will also provide you with a list of what we think are your most profitable keywords – the ones for which we plan to target or optimize the pages of your website. Remember, SERPs point at pages, not your website per se. Therefore by optimizing different pages of your website for different keywords, different pages can show up in SERPs for various searches conducted by users.
You can and should provide feedback to us about your keywords. If you think people use different keywords, tell us. We will either tell you we already searched on those terms, or we will research those terms to see if in fact people actually do use those terms. What we want to do though is find the BEST keywords. The BEST keywords strike a balance between ones for which there are a lot of searches combined with those that have the least competition. Those are the keywords you should target. You also want to target the keywords buyers use as they are different from the ones used by people who only researching your product or service.
Okay, so now you have your list of keywords, now what? Here’s a very basic concept in SEO that is a foundational principle – meaning it doesn’t change over time. Keywords tell the search engines what your page is about. One-way inbound links tell the search engines your page is important. So, there are two aspects of search engine optimization; on-page optimization and off-page optimization. One of the first things we will do is tweak your existing content or add new optimized content to your web pages ensuring when search engine spiders find your pages, they are clear as to what the page is about so that they index your pages properly. Therefore, if you have an important and profitable keyword, we will want to make sure you have a page that is strategically optimized for that keyword. Keep in mind that keywords are not single words, they are usually a minimum of three to five words. Longer phrases are what are known as “long-tail keywords” as they are more specific and provide greater detail in relation to what you sell. However, long-tail keywords have fewer searches, but often the quality of the searchers is better; they’re more targeted.
Search engine algorithms are very smart and they can tell when wording is normal and natural versus odd and unnatural. Therefore it is both an art and science to writing page content that uses just the right amount of keyword density to ‘strike a chord’ with the search engine’s algorithm. So you don’t want too few keywords used, and you don’t want too many uses of the keyword, otherwise search engines will think you’re trying to ‘tip the scale’ too much and they can then penalize your page – which is not a good thing.
Once your pages are optimized we will begin an extensive campaign of building one-way inbound links to your pages from important and relevant sites all over the web. We will likely do this via articles submitted to article directories, registering your site with important web directories such as ‘Google / Yahoo / Bing’ directories etc. Then we will send out press releases, post to blogs, all relevant social media sites, and simply get your content out all over the web as much as possible.
In today’s hyper-competitive marketplace you MUST have videos to market your business particularly since YouTube is the second largest search engine. Today more than ever, people search YouTube for “How to” information than anything else. We will build your YouTube channel and promote it through the many free video hosting sites and paid video networks.
Now there is a fine line that many SEO companies don’t cross, but if you’re using us, we will also build your social media channels and we’ll create your content for you and post to your blog, Facebook, Twitter, Pinterest, Instagram and any other sites that are a good fit for your business.
In summary, we will continue to monitor the keywords that people use when searching for what you sell, we’ll make sure you have optimized content on your website for your most profitable keywords, and we will tirelessly build high-quality inbound links to your web pages. And as I said, this is a never-ending process. Getting to page one of search results is not that difficult – staying there requires never-ending persistence. So, that’s what you are paying for when it comes to Search Engine Optimization.
What to do next? Download our Free Report Search Engine Optimization: What in the World am I Actually Paying For?