Search Engine Optimization (SEO) - What It Means and What It Takes To Succeed
It's often stated that Google searches account for 70% of traffic to websites. Judging by analytics across dozens of sites we manage, we agree with this number. If people cannot find you on the search engines, your traffic is going to be light.
The way people use search may be changing. Voice search (Siri on the iPhone) is just one example of innovative mobile search. With good SEO, you should be found via these new search tools along with the traditional search engines. Just as good web design helps people navigate and enjoy your pages, good SEO design (i.e. content structure and proper tagging) helps search engine robots understand and index your content. The challenge is that it's even more important to get to the top of the search results because small screen users are less patient scanning the results.
What it takes to build effective SEO
Building good SEO takes some patience and strategy. There are no guarantees. Some keywords and phrases are more competitive than others. Sometimes there is only so much you can do aside from creating original, quality content. But if done well, a search engine optimized website can conquer some fat tail searches and make big gains in the competitive fields. Over time, SEO built organically will yield some serious fruit.
Superclean utilizes a set of SEO tools (examples below) to benchmark and track SEO targets. We can get an overall view of your website with it's on-page and off-page strengths and weaknesses. This is where we identify the low-hanging fruit. Some of your needed fixes will be technical, some will be design-based, and much of it will be how your content is presented and structured.
Once your website is clean and clear of major technical hurdles (www resolve, robots.tx, xml sitemap, etc.) you can focus on the structure of your content, aka as your "on-page SEO." Again, the key here is to make this pleasant and readable for human visitors but clearly structured and keyed for the robots. Are your keywords coordinated across content, page titles, and meta descriptions? Are you accidentally breaking any rules that might send up flags? Sometimes, you are doing something un-intentionally that gets you punished in the search rankings.
SEO targets are the keywords and phrases you need to compete for to be found with. Are you going after "google: tropical real estate"? You need to track where you are and evaluate what you need to do to improve. Watch yourself move into the top 150… then 68… then top 30… and finally onto the front page of Google or whatever your target is.
Off-page SEO is part of the effort too. As a matter of fact, back links (links on other websites to yours) is the single most important score for Google's algorithms. Getting back links from quality, pertinent websites is the most powerful thing you can do. Creating quality content is the best way to do this without having to buy those links. You will get a lot of mileage (organic SEO) if you can steadily create original, quality content thereby earning your back links.
Social Media is also a big part of your off-page SEO and can be leveraged when integrated with your on-page content. Everyone is going to have their own recipe for working with social media. A strategy that meets your style AND reality is what Superclean recommends. You might be streamlined, you might be tentacled.