Search Engine Optimization
By definition, SEO is ‘the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine’, search engine. We define it as making the content and information within your website easily readable by the search engines. We strive to create a great, seamless user experience by creating your site to communicate to the search engine your intentions so that it will get pulled up when a relevant search is performed. With organic SEO, a particular business is listed according to the quality of their website, which is in contrast to paid listings. And because most internet users know that, your organic search result says quite a bit about your company.
How do search engines determine which websites are relevant? This is a complicated question but it basically boils down to content, performance, authority and user experience. The content is the text, videos, links, etc., and user experience is how the site looks, how easy it is to navigate and other such factors. These two are the most visible of the four characteristics. Site performance has to do with how fast it loads and how well it works. If your site has enough quality content to link to or if other sites use yours as a reference, then you have site authority.
These relevancy determinants are interrelated and modifying one affects them all. With years of experience, we know how a minor change can have a ripple effect and work to make the most impact to your website in the most efficient manner possible. A well maintained, functional and informative website is similar to packaging in the retail market. It is the first thing your potential customer sees and if it doesn’t grab their attention they will move on, as measured by a bounce rate. It gives the percentage of people who visit the site and move on after only viewing one page. This is one the metrics we use to determine what we need to do to improve your business through improved exposure online. Whereas bounce rate refers to the page the online user starts with the exit rate has to do with the page where they leave. This metric is useful in narrowing down the more specific changes that need to be made to a website. For example, say customers visit a site and proceed to make a purchase. There are several pages they must go through to complete that transaction; inventory page, detailed description page, credit card information page and final confirmation page. Analyzing the exit rate we see a large number of users never make it past the 3rd page, some reasons could be there is a glitch where their payment method is not getting processed or they see additional fees that were not shown previously. This allows us to pinpoint the problem and address it directly.
SEO optimization is a general term that includes a plethora of moving parts and we know just how they fit together. Which changes carry more weight and where to focus our efforts to most efficiently optimize your website and give you more business.