While the modern world is becoming increasingly more dependent on the Internet, it is also getting a lot harder for websites to be featured in the search engine results which potentially provide them with a lot of traffic. Most web users don’t look at any results pages after the first one, and each page usually contains 10 results. So how does a website ensure that they appear on the first page of results for a particular search? Furthermore, how does a website decide which keyword searches they want to be associated with? SEO services, or Search Engine Optimization, is an online marketing tactic which is concerned with exactly these questions. In other words, SEO is the practice of acquiring targeted and intentional traffic to a website from “organic” (not bought) search engine results.
Of course there are ways to buy desire slots in results pages, such as Google AdWords, where a website pays a fee every time someone clicks on their link. Most search engines also provide local results, which are an attempt at showing the user which businesses related to their search are near them.
- For example, if you are in Downtown Los Angeles, and you do a search for “computer repair”, the first 2 results will most likely be paid results, sponsored by AdWords, or some similar services.
- Next will be 4-5 local results next to a map, displaying their locations around Los Angeles.
- These are free and come with registering your business with a directory such as Google.
- However, they only appear if someone searches for a keyword which you are affiliated with and if they are physically close to your business. Therefore, it is unlikely that you will achieve a high rate of traffic with these results links.
Organic Results (Why SEO Services Matter)
The remaining 8 or so slots on a results page are “organic.”
- The sites that appear here do so because they are the most popular sites associated with the keywords which were searched for. Moreover, they are sites which have been optimized for those keywords.
- For instance, if you type “cheeseburger” into a search engine, the first organic result that appears is McDonald’s. This is because they are the most popular cheeseburger-associated business.
- In fact, they are so closely associated with the keyword “cheeseburger”, that it is near-impossible for another business to take their slot in organic search results. That means that “cheeseburger” is a highly competitive keyword.
- So a restaurant that serves cheeseburgers might opt for a less competitive keyword that is still relevant to their business. “Milkshake” for example, is probably a bit less competitive and, if they sell milkshakes, still relevant.
- Therefore, the business might make their website revolve a little bit more about milkshakes, by posting pictures, featuring deals, and maybe even customer reviews, of their milkshakes.
- By optimizing their web content for this keyword, they are sure to appear in the organic search results for “milkshake.”
- Here is a good video detailing the difference between paid and organic search results.
- Another SEO tactic is using long-tail keywords, or descriptive keywords which are used in less-common variations.
- Although these keywords might have a much lower search volume, they still do generate some traffic and, if used well in conjunction with each other, can combine to generate even more traffic than a high-volume keyword.
- Long-tail keywords are slightly more difficult to come up with, because as a website owner, you must imagine yourself as a web user who is searching for something related to your site.
- Let’s take a bicycle website for example. “Bicycle” is probably too much of a high-volume keyword for your site to come up in the first page of results for, so you might opt for something more specific to your business.
- If you specialize in vintage fixed gear bicycles, the optimize your site for the keyword “vintage fixed gear bicycles.” The specificity of this keyword means that it won’t be searched for nearly as often as just “bicycle” is, but if you utilize a lot of long-tail keywords like it in conjunction with each other, then your site will be a result for a wide number of keyword searches related to your business.
- Once the keywords you want your site to be associated with are chosen, they must be distributed among your content.
- A general rule of thumb is to have one page associate with one keyword.
- For instance, you might have a product page for “vintage fixed gear bicycles.” If you are a Los Angeles business, you may want to have an About Us section, which discusses that you are dedicated to serving the bicycle needs of the Los Angeles area, so that you may utilize “Los Angeles bike shop” as a keyword.
- Once this sort of content is optimized to the greatest quality, links to it may be shared across social media sites, blogs, and other related websites. Search engines view links as signs of trust, so therefore, the more your site is shared, the more likely it is to be placed at the top of results pages.
- Customer reviews and testimonials establish similar signs of trust for search engines. Other sorts of optimization may also come into play, such as clear titles for webpages, descriptive captions on images, and header tags.
- These all assist search engines in understanding what your website is about.
Lastly, it should be understood that SEO is a never-ending process. Your website should be consistently updated and optimized so that it may maintain and even raise its position in search engine results. The keywords which you optimize your site for should remain relevant and if they ever become irrelevant, should no longer be used. Diligence in keeping your website up-to-date will provide long-term results. There are various tools you can use to assist you with deciding which keywords to use, such as Moz Keyword Difficulty Tool and Google Keyword Planner, which measure how effective certain keywords would be for your site. While the goal of SEO is to optimize your website for search engines, never forget about the humans who will be using and possibly conducting business through, your site. If your site is difficult to understand, navigate, and use, then it doesn’t matter how often it shows up in search engine results—most web users will exit your website out of frustration. Thus, the goal is to find a balance between the two, where content is optimized, but still understandable and natural. That is exactly what we can do at Websites Makeover, where we know you will be satisfied with our SEO services. Visit us at our website or give us a call at 1 (888) 414-5797.