Search Engine Optimization (SEO) is a widely discussed topic in the digital world. The majority of business professionals know that it is important, but it can be complicated at times. To simplify, SEO is a series of actions taken on a website to assist the website in earning a higher ranking on a search engine’s results page. As the website climbs the positions on these search result pages, traffic to the website will increase.

Without proper SEO effects, a website will likely not be found by current or potential customers. A healthy website increases its ranking and traffic, and in turn brings in more business. Implementation of SEO factors around a website must occur at a steady rate, and constantly keep up with SEO standards or best practices. Google, Yahoo! and Bing will change their ranking formula (algorithms) as much as they desire to ensure the most relevant websites are appearing on their search results page.

For a successful SEO campaign, many factors must be considered. Different factors that affect ranking include (but are not limited to): website architecture, navigation structure, website coding, actual website content, images, social media, generating links from relevant external websites, implementing different tools, and overall web presence. Also, ensuring the website is free of ‘black-hat tactics’ that try to manipulate search engine results is key.

Before implementing an SEO program, it is important to ensure that the company’s website is user-friendly, modern and built with best practices in mind. Ensure a website analysis occurs prior to any website marketing or optimization program.

It’s important to realize that SEO is not a ‘one-size-fits-all’ type of solution Every industry, website and search term should be treated individually and have its own customized strategy.

Over the next 12 months we will discuss how to evaluate current SEO programs and how to implement best practices.

We look forward to your questions and feedback.