Common Search Engine Optimization Questions:

  • Why doesn’t my site rank higher in search results?
  • My website doesn’t rank for any of the keywords I am targeting. What is the problem?
  • My competitor just launched their site and it already ranks higher than mine. Why?

Search Engine Optimization (SEO) is a very powerful tool in achieving increased online visibility, traffic and hits. Why is this important? Because it can be a cost effective solution in obtaining a desired marketing result, including more phone calls, emails, newsletter subscriptions and sales; all contributing to your businesses bottom line.

What is Search Engine Optimization (SEO)?

SEO is the process of improving a websites online presence by the means of volume or quality of traffic. Typically, the earlier a website appears in a search engine, the more visitors it will receive. SEO is also commonly referred to as “organic search results”, which is the opposite of paid search. Organic search results occur when a website ranks naturally for subject or keyword being searched. The web results or web ranking of sites is contingent on the search engine algorithm looking at your site. The algorithm decides which website is better optimized for a particular keyword being searched. An SEO marketing strategy considers many factors.  These factors can largely be broken into two categories: on-site optimization and off-site optimization.

  • On-Site Optimization – includes all internal website factors. This includes website structure, navigation and content.
  • Off-Site Optimization – includes all external factors pointing to a website. This includes in-bound links, local search, directories, testimonials and social media.

Why does a Business need SEO?

There are several reasons why a business would incorporate search engine optimization into their marketing budget.

  • Natural Organic Growth – statistics show a person is more likely to click on a “organic result” versus a “paid result” because customers know and appreciate websites which are grown organically because these websites tend to offer more than just a one time service or product, they are offering a perceived value in addition to the service/product.
  • Long Term Results – while running paid search advertisements are great way to get short-term results and recommended at all stages, it should not be completely relied upon, especially as the price per click goes up. SEO focuses on long term results, which when compared to paid results, can save a business thousands of dollars over the course of a year.
  • More Customers – as a company grows its natural online presence; it begins appearing in more places than just search results. They begin appearing in blogs, forums, newspapers editorials, social media sites, search directories and other web sources. These internet vehicles are important because they funnel customers to your website. Over time, a business owner will find new customers reaching their website through online marketing channels they never knew existed.

SEO Methodology

Each SEO campaign is different because every business is unique. However, the methodology behind achieving desired search results is the same. Because there are always ways to increase visibility and gain more customers, the SEO process is both cyclical and on-going. The five step process is as follows:

  1. Keywords – research the most popular key words in your industry to determine what terms people are searching for
  2. Optimize – incorporate these popular search terms into the website structure and content
  3. Submit – get inbound links from other sources on the internet making your website more relevant for targeted terms
  4. View Reports – look at data showing your website’s position in relationship to those targeted terms
  5. Analyze – use the reports and data to determine how to better improve your placement and increase traffic

Please let us know how we can assist you grow your online presence. Contact UWS.

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