Search Engine Optimization - moving to the head of the line

Over the past few years I have done a lot of research and testing with Search Engine Optimization (SEO). SEO is either a hot topic of interest to a web site owners, or a web site owner doesn't see the true value of web site optimization. So, let me explain a few things and possibly dispell a few myths.

  Search Engine Optimization is the process of setting your web site up so that it appears high on the list of search results when someone is looking for something related to your web site. We’ve all done a search that got thousands of results that we then had to wade through on the hopes of finding the one web site that would answer our question or provide us with the product or service we were looking for. Whether searching Google or Yahoo (the two top search engines) the reults are usualy in the 100's of thousands. How many pages do you go through before giving up? If the first page has a listing that seems to fit what you are looking for don't you click on it right away? Well, you just discovered the true value of web site optimization - “moving to the head of the line”. The first page of a search is where you want your web site to appear, ideally in the number one spot! But, how do you move to the front of the line?

  You can go the paid advertsing route with a search engine, appearing as a Sponsored Link. But, how often do you click on Sponsored links compared to the natural search results? Natural or Organic Search Engine Optimization! This is where you rely entirely on your web sites accessibility to search engines to achieve high rankings. All the top search engines send out a piece of software called a Spider, or robot to “crawl” the web and bring back information about web sites to the search engine. This allows the search engine to index your web site and evaluate it's relevance in regards to specific keywords. Now, one myth is that as long as you have the “keyword meta tag” on your site then you've done all you can to get high search engine results. There is a lot more to Search Engine Optimization than just the keyword meta tag! Good optimization looks at the entire structure of your site from the view point of the spider as it arrives at your site. Optimization provides the spider with all the pertinent information it needs through coding, structure, content and links. Another part of SEO is researching what keywords people are using when they are searching for a business, product or service such as yours.

  Guarantees? Any company that offers a guarantee for search engine optimization doesn’t understand how search engines work. No one can guarantee a specific ranking on Google or any other search engine. But someone who knows what they are doing can definitely improve your results and hopefully get you on the first page of results. Based on results on their own web site and their client's web sites they should be able to demonstrate high rankings on Google, Yahoo and MSN. Keep in mind though that if you have a small web site don't expect to crack a highly competitive market and get the number one spot.

  Maybe you've decided you don't need your web site optimized. So why do you have a web site? I’ve had clients say that their web site is only a tool for existing clientelle, well... that is dismissing a lot of potential new business! Other clients have said that they’re not looking to do business on an international level and that the Yellow Pages works just fine for local clientelle to find them. Well, even the Yellow Pages is very interested in high rankings on the top search engines. But enough talk... here's a couple of things to try. First, go to Google and try a search using two words only - the city you are located in and the one keyword that relates to your business. How did you do? Now try searching for Ottawa and Designer. Now, if you want results like that, call that company, they can help move your web site to the head of the line!

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