Organic SEO (search engine optimization) is the phrase used to describe processes to obtain a natural placement on search engine results pages (SERPs) based on the content within your web site.
Organic SEO includes: writing content relevant for readers, using keywords, page titles, page descriptions, and links – both back links from other sites and relevant directories.
In easier to understand language, the best way to achieve good Search Engine Rankings:
1. Write good content –
Don’t make your site a “corporate valentine” to yourself. Talk about what you know and how your company can help other companies within the copy of your site. Customers and referring web entities will see this and be more inclined to point others to your site as a resource. Plus, if your copy doesn’t match your over all messaging (goals, mission statement, and products &/o services) people will soon ignore your site and make it irrelevant.
2. Keywords, Tags, and Page Descriptions
Most folks don’t know what most of these are, but they use them every time they search for something on the web. Before you have your web site built, ask your marketing department, agency or web developer if they include these and how they determine what they should be.
Most people have heard about keywords, but what they don’t realize is that they are often 3-5 words strung together that describe a product, service or outcome that your potential customer wants met.
Example: Metal wrench for fixing dairy machines
But remember, you cannot put these key words or strings in on the back side or coding part of your site, and then not have them within the actual page content. This disconnect will merely serve to frustrate users who will not stay on your site long and thus create a “bounce rate.” Search engines track these and will “black list” you on those terms, so it’s important to get it right.
Like keywords, page descriptions are just as important. Keep them clear and concise and aligned to your page content. Feel free to also add what markets and geographic areas you service as well.
ACME Machining is a Wisconsin manufacturer that makes metal wrenches for the dairy, construction, and machining industries.
3. Build and Foster Links – For years you’ve been forming relationships with vendors, suppliers, trade associations, professional groups and publications (who you probably advertise with.) Work with them to link back to specific areas of your site (not just your home page) to market your core capabilities and products.
Example: If you offer laser facials, have the publication link your ad to your information page on it, or a special coupon page for their readers.
NOTE 1: A good SEO firm will also help you get listed in many local web directories. These are often unknown to you but will drive more traffic as they point users/customers to your site that already has relevant content. So again, content is king.
We’re definitely believers in online advertising as well as print or traditional advertising. However, we believe you should test our your site for 1-3 months before your invest in web advertising. Search engines have gotten quicker at indexing information and you need time to see if your organic methods are working.
PPC or pay-per-click advertising is a superb method for testing out ads based on key word strings and/or advertising campaigns. Set a budget monthly for an amount you wish to spend as part of your overall strategy before using this method.
Social Media (i.e. Facebook, LinkedIn, Twitter) is also a great advertising tool, but like your web site, it must first be built to have relevant content. It should also be linked to those areas of your corporate web site and not just be used to promote – think about using it to HELP your customers solve a problem. Finally, connect it to your blog and eNewsletters (eBlasts) to redistribute that information.