CATEGORY / Optimization

SEO – Quick and Easy vs Long term Results?

Search Engine Optimization (SEO)

Laying the foundation for Long Term online Success!

Most people have many questions about Search Engine Optimization (SEO).  What is it?, How does it work?, What does it cost?, etc.

It is difficult to give a simple answer because there are so many aspects, methods and variables of SEO.

Search Engine Optimization is MANY THINGS, and at the same time; EVERYTHING that is done to improve online visibility.

Search Engines; Google, Bing, etc., are the virtual phone books of the information highway (the Internet).

Optimization, according to Merriam Webster Dictionary, is:

“: an act, process, or methodology of making something (such as a design, system, or decision) as fully perfect, functional, or effective as possible; specifically: the mathematical procedures (such as finding the maximum of a function) involved in this.”

 SEO can be grouped into two categories:

Organic SEO – (aka: Natural SEO) encompasses the On Page and Off Page SEO activities to promote a business’s online visibility for the long term.

This is an ongoing, long term process of developing your business’s online presence over time.  Results are governed by RELEVANCE, activity and Overall Internet Presence for the duration of the business.  This category of SEO is anchored to a WEBSITE.

 Non Organic SEO – (aka: Artificial SEO) – consists of digital marketing options designed to generate rapid results in a short term period of time.

Paid advertising, pay per click campaigns and affiliate marketing efforts generate results for the duration of the budget or campaign.  This category of SEO is anchored to a LANDING PAGE.

While both Organic and Non Organic SEO provide independent benefits and results, they are most effective when properly combined and used to complement each other.

Both categories can place your business ‘at the top’ of Google’s search results page.  The biggest differences are TIME, MONEY and RESIDUAL ASSETS.

 Time to implement, Time to see results,

Money for a short term campaign,

Money as a long term investment,

and the Residual Assets to provide a continued

RETURN ON INVESTMENT.

The cost of Organic vs Non Organic SEO also considers certain variables.

Since Non Organic SEO is focused on a more specific campaign, there are fewer variables to consider with pricing.  The cost of Non Organic SEO is based on the ‘allocated budget’ for the campaign plus the amount being charged by the service provider (by project or hourly) for the duration of the campaign.  There are no Residual Assets upon completion of the campaign.

Organic SEO pricing considers a broader range of variables.  Due to the longer term characteristics and the potential to further develop a positive online presence, Organic SEO requires much more consideration of variables.

  • Competition is a variable for both Organic and Non Organic SEO.  Organic SEO considers competition as a guideline by which to implement strategic options in an effort to ‘outperform’ competitors. Non Organic SEO considers competition as the contender which must be ‘outbid’ for certain keywords.
  • Online presence – Organic SEO considers overall Internet  Presence.  All information must be accurate and consistent in order to conform to Google best practices for SEO.  Fixing a lot of errors may add to the cost. Non Organic SEO is not necessarily concerned with online presence.
  • Website design and development is a precursor for Organic SEO. Whether it is an existing or newly designed website, there are quite a few aspects of a website that can affect price (functionality, # of pages, etc).
  • Research is strongly recommended when developing an Online Presence strategy.  Research is generally included as part of the Non organic SEO package of services.  Keyword research is an absolute must for both Organic and Non Organic SEO however; Organic SEO requires a more in depth understanding of the business, its product/service, competition, community and overall reputation in order to be effective.
  •  Time – the amount of time that is required to research and implement an Organic SEO strategy is longer because it considers so many more aspects of the Internet.  Time is needed to implement SEO practices within the website (on page SEO) and some is needed to develop an online presence beyond the website, (Off Page SEO).

The cost of Organic SEO can be per project or hourly and may include a monthly fee to maintain a website or until a Positive Online presence is established.  The Long Term Residual Assets are the On Page and Off Page SEO efforts that can be further developed.

How does your business ‘show up’ in search results?

Parts of the Internet and where YOUR business should be.

Does your business appear Online?

Check your online presence.

Go to your favorite Search Engine (Google, Bing, etc) and type in your company’s most popular PRODUCT or SERVICE,.. in your town.

The first portion of the Search Engine Results Page (SERP), at the top, are paid ads.
The second portion of the Search Engine Results Page are the ‘Local’ Search Results, followed by ‘Organic’ Search Results.

Localsearchresultsexample

Search Engine Results Page (SERP) Local results

Does your business show up in Local search results?

Ideally, your business and website information should show up in both the Local and Organic Search Results areas. The other listings are your competition.

In order to get your business to appear in Local Search Results, you need to submit your business NAP (Name, Address, Phone #) to local business directories, such as Google My Business. Make sure that your information is consistent; using the same format in each listing, and that there is an accurate link to your website. Use the same information in all listings and be careful not to use any variations, such as ‘Road’ in some and Rd. in others.

This part of the OFF PAGE “SEO” (Search Engine Optimization) is PROFITABLE because it targets your specific company’s local market.  Submitting your information to search engines and local directories helps to get your business information in front of people in your area that are searching the Internet for what you sell.

Below the local search results are the Organic Search Results.

OrganicSearchresultsexample

Search Engine Results Page (SERP) Organic Results

Getting your business information to’ RANK’ well in Organic search results requires Relevant Content (keywords) and SEO Optimized Website development.
Google ranks websites for Organic search results by the relevance of the website Content to what Google’s customers are searching for. Your websites adherence to Googles ‘Webmaster Guidelines’ and ‘Best practices for Website development’ make it easier for Google to ‘crawl’ your website and understand what your business is about.

This ON PAGE “SEO” (Search Engine Optimization) helps to make your website PROFITABLE! There are many, ever changing details involved with a website that is Optimized for Search Engines (Google).

If someone is searching for a bakery that makes wedding cakes in
your area, Google will find listings for bakeries in your area, list those that offer wedding cakes first (especially if there is a video or picture), followed by those that just mention cakes, and then those that only mention ‘bakery.’ Google will provide the most ‘relevant’ result first. Keeping your information accurate, relevant and up to date will help to keep you in good standing with Google and closer to the top of Organic Search results.

Does your business show up online?

Search the Internet for your company’s most popular product or
service,.. in your town, and see for yourself, or request a Free (Preliminary) Online Presence Report at 815-276-7917 or at www.bossopt.com.

I hope that this information will help you to better understand the
benefits of a Properly Optimized website and how Search Engine Optimization (SEO) can help a dormant website become PROFITABLE for your business.

What are keywords and which ones should you use?

In order to select the best keywords for your website, you have to think like your potential customers and use the words or phrases that they are likely to use to find your product or service.  You want to start with your most sought after products or services and build your website content around them.

There are several keyword tools available to help you refine the search terms and keywords that are most commonly searched for in your target market areaTHIS IS IMPORTANT!  There are many factors to consider for your specific business and location.  One example is that some parts of the east and west coast might search for ‘soda,’ while others in the Midwest might search for ‘pop,’ while some others may search for ‘soda pop.’  Google’s keyword tool will help you find the keywords and phrases that are actually used to search for your product or service in your area.

Once you identify your primary keywords and search terms, you need to incorporate them in to your content so that they make sense and are relevant to the search.

You want to be careful not to just throw the words in to a paragraph that does not make sense or to simply add a list of the words or phrases to your website.  Tactics such as these could cause you to be penalized by Google and pushed towards the bottom of search results.  The goal of course, is to be at the top of search results, as most people will not take the time to scroll too far down the page.

You want your keywords and phrases to stand out with proper headings or a separate page. Google recommends using a separate page for each of your keywords or search phrases.  A bakery with a separate page for cakes that mentions wedding cakes will likely show up ahead of a bakery that does not specify wedding cakes or just shows a picture of a cake on the homepage.

It may seem like common sense to use words or phrases that you think people will use to find your product or service, but the keyword research tools will help you identify what is actually being searched for in your area.  Proper website maintenance services should include regular monitoring and updating of your keywords and phrases to stay up to date with the changing Internet space.

What are the keywords or phrases that you are using to get your business information in front of potential customers?  Are you getting a Return On (your) Investment (ROI) by having your website ‘show up’ when potential customers search for your product or service?

Making Google happy!

Google likes CONSISTENCY!

There are many things that you must do to make Google happy and it is NOT all about your website.

Your website does need to be search engine friendly and have relevant content.  However, your business information must also be current, accurate and CONSISTENT throughout the World Wide Web.

NAP – Not a Problem? Think again,

      Name, Address & Phone # are the 3 most basic things every business owner wants people to know about their business.  The CORRECT Name, Address and Phone #, that is.

Consistent NAP (Name, Address, Phone number) EVERYWHERE!

Your website, citations, backlinks and anywhere else your business information may appear on the internet MUST be consistent.

Let’s say you have moved your business, changed phone numbers, or had a previous website that you no longer maintain.  That previous information may still appear on the Internet as a business listing.  If your website or other information does not match all the other information on the Internet for your company, or if there is a lot of conflicting information, you will be penalized by Google and considered less reliable.  You will then be placed closer to the bottom of search results, where no one is likely to find your business information.

Make sure that all your information is the same.  Don’t make the mistake of putting your address as ‘Ave.’ in some listings and ‘Avenue’ in others.

Some website service companies use phone number ‘redirects’ for tracking purposes.  That means that while your actual business phone number might be (123) 456-7890, your website company may use a ‘tracking’ phone number, such as (123) 444-4444, so that they can let you know how many calls you received from the website they provided for your business.  This means that you may be listed in a local directory, such as Google’s ‘my business page’ with your actual phone number but the website has a redirected (different) phone number.  This will cost you ‘points’ with Google searches.

Make it a regular practice to check on your online presence and correct any inaccuracies.  Update old addresses and phone numbers and add any missing information to directories that may be incomplete or incorrect.

As you begin to make these corrections, you will notice several options for companies that offer to provide this service for a monthly fee.  Be aware that these are mostly beneficial to ‘global’ companies that need to be found on the Internet from all over the world.  Do you really need that much exposure?  Chances are that these listing management companies will not focus on the needs of your LOCAL business, and will simply plaster your information all over the place, even where it will not benefit your specific business.

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