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Search Engine Optimization: The Essentials

Search engine optimization gets your company noticed!

Search engine optimization, more commonly referred to as SEO, is the practice of optimizing your web site’s content so that it will rank higher in web searches. It helps you create a more seamless user experience and helps you convey your intentions to the search engines so that they will display your content.

Giving Search Engines What They Want

The search engines will be looking for the most relevant results. This is why search engine optimization was created. Specifically, they will be looking for:

  • Content: This is based on the actual information on the page.
  • Performance: Refers to how fast your site is and how well it functions.
  • Authority: Links! Does your content link back to other sites with good information? Be careful, too many links and your SEO will suffer.
  • User experience: How well does your site work across platforms? Can visitors easily get to the information they need?

Goals

This may seem obvious, but it is worth mentioning that you should keep your business goals in mind. When creating web site content, it is important to have a clear and concise idea of exactly what you want to do with your business and how you would like your website to help you towards that.

Social Networks

Your keywords should work for all of your social networks, not just your website. Make sure your content works for multiple networks. The most heavily used networks are:

Keeping keywords and keyword phrases relevant across multiple platforms will help tremendously with search engine optimization.

Consistent Domains

Simplicity is the name of the domain name game. You will want to choose something like yourbusiness.com/contentpage, rather than contentpage.yourbusiness.com. This will keep things far less confusing for your visitors. Making sure your domain name includes keywords is a particularly useful search engine optimization tool (yourbusiness.com/keyword-or-keyword-phrase).

Cross-Platform Search Engine Optimization

We live in the age of mobile devices. Not everyone is surfing the web on a desktop computer anymore. Smart phones and tablets are the most common medium these days. Make sure your website is optimized for these devices.

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