Search Engine Optimization

What is SEO?

Search engine optimization is the process of making your website more accessible or visible to search engines via tactics that involve on-page (text, code, links) and off-page (external link development) activities. The goal of optimization is to have the search engines not only find your site and pages but also specifically rank the page relevance so that it appears at the top of the search engine results.

How Important Is Search Marketing to Your Business?

If you have a web presence, it is worth the effort to learn and implement Search Engine Optimization techniques. Failing to invest time and effort in Search Engine Optimization is a bit like throwing a parting but rather than send invitations, you’re crossing your fingers and hoping that people will hear about it and decide to come!

In fact, Search Engine Optimization has rightfully become an integral part of PR and marketing activities. Content across digital properties is optimized for a business’s targeted keywords and phrases. Image tags, video descriptions, blog posts, press releases, and website content all integrate Search Engine Optimization into the process.

Know Your Target Market

Knowing your target market enables you to precisely tailor your plan to capture your desired audience. Your marketing message should address the needs and preference of your target market. All too often, SEM efforts fail because the message was targeted at everyone. SEM is only as good as the plan that drives it.

How To Leverage Search Traffic

There are many ways to take advantage of search traffic, both direct and indirect. For example, you may choose to advertise on a high-ranking site. This option is very similar to traditional advertising. In traditional advertising you would place an ad in a publication that is read by your target audience. The publication could be a magazine, newspaper, trade journal, or even a newsletter, but your goal is to meet your audience where they gather. In this same way, you would choose an online site that matches you to your audience. Not all sites offer advertising opportunities, but for those that do, they will provide you with a media kit that details their demographics and success rates.

The indirect method allows you to catch a ride on someone else’s traffic. It is not exclusive and can be used in conjunction with direct SEM. AdSense, which is a Google program, is another indirect method. Other options are available, both inside the Google advertising platform and via other providers (TrafficVance.com, Leadimpact.com, for example).

Search engines want to know which website offers the best value for users when they search for a particular concept.

For Google, you may now choose retargeting/remarketing options. Once you sign up, a website visitor re­ceives a ”cookie” upon the first visit to your page. When they visit other partner sites, and completely separate from your website, your ads will ”follow” them around. Ads, banners, and videos can be dis­played to the user. They appear to be personally driven and give you a brand and visibility lift. While click-through rates are typically lower, you’ll receive targeted clicks for the work. For Google AdSense, for example, you are paying to have your ad run on contextually comparable sites. Your ad runs on a site that targets your audience, providing you visibility via another site’s traffic.

Bring In The Experts

When it comes to website design, or to redesigning an existing site, the time to bring in SEO expertise is now. SEO concerns and considerations must be raised before a site is speced out, during the development, design, and build processes, as well as after the launch. Minnesota Design Studio’s Search Engine Optimization Friendly (SEO) sites are designed to increase search engine ranks, drive more qualified traffic and increase quality and quantity of internet leads. SEO campaign results are tracked with Google Analytics and keyword ranking reports.

Strategy Overview

The reasons for search engine optimization and search engine marketing are simple: to drive traffic to your website and to help you develop tactics to convert this new influx of leads to potentially new business. There are a number on strategies that you can employ to improve your rankings and generate traffic.

Step 1: Target Market Business Analysis

  • Website Analysis. Analysis of meta sets/keywords, visible text and code to determine how well you are positioned for search engines.
  • Competitive Analysis. Examination of content keywords and present engine rankings of competitive websites to determine and effective engine position strategy.
  • Initial Keyword Nomination. Development of a prioritized list of targeted search terms related to your customer base and market segment.

Step 2: Keyword Research and Development

  • Keyword Analysis. From nomination, further identify a targeted list of keywords and phrases.
  • Baseline Ranking Assessment. Understanding where you are now in order to accurately assess your future rankings.
  • Goals and Objectives. Clearly define the objectives in advance so you can measure ROI from any programs that you implement.

Step 3: Content Optimization and Submission

  • Create Page Titles. Keyword-based titles help establish page theme and direction for your keywords.
  • Create Meta Tags. Meta description tags can influence click-throughs, but are not directly used for rankings. (google does not use keyword tags anymore)
  • Place Strategic Search Phrases on Pages. Integrate selected keywords into your website source code and existing content on designated pages.
  • Develop New Sitemaps for Google and Bing. Make it easier for search engines to index your website.

Step 4. Continuous Testing and Measuring

  • Test and Measure. Analyze search engine rankings and web traffic to determine the effectiveness of the programs you’ve implemented, including assessment of individual keyword performance.
  • Maintenance. Ongoing addition and modification of keywords and website content are necessary to continually improve search engine rankings so growth doesn’t stall or decline from neglect.
Overview

Strategy Overview

The reasons for search engine optimization and search engine marketing are simple: to drive traffic to your website and to help you develop tactics to convert this new influx of leads to potentially new business. There are a number on strategies that you can employ to improve your rankings and generate traffic.

Step 1

Step 1: Target Market Business Analysis

  • Website Analysis. Analysis of meta sets/keywords, visible text and code to determine how well you are positioned for search engines.
  • Competitive Analysis. Examination of content keywords and present engine rankings of competitive websites to determine and effective engine position strategy.
  • Initial Keyword Nomination. Development of a prioritized list of targeted search terms related to your customer base and market segment.
Step 2

Step 2: Keyword Research and Development

  • Keyword Analysis. From nomination, further identify a targeted list of keywords and phrases.
  • Baseline Ranking Assessment. Understanding where you are now in order to accurately assess your future rankings.
  • Goals and Objectives. Clearly define the objectives in advance so you can measure ROI from any programs that you implement.
Step 3

Step 3: Content Optimization and Submission

  • Create Page Titles. Keyword-based titles help establish page theme and direction for your keywords.
  • Create Meta Tags. Meta description tags can influence click-throughs, but are not directly used for rankings. (google does not use keyword tags anymore)
  • Place Strategic Search Phrases on Pages. Integrate selected keywords into your website source code and existing content on designated pages.
  • Develop New Sitemaps for Google and Bing. Make it easier for search engines to index your website.
Step 4

Step 4. Continuous Testing and Measuring

  • Test and Measure. Analyze search engine rankings and web traffic to determine the effectiveness of the programs you’ve implemented, including assessment of individual keyword performance.
  • Maintenance. Ongoing addition and modification of keywords and website content are necessary to continually improve search engine rankings so growth doesn’t stall or decline from neglect.

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