SEARCH ENGINE OPTIMIZATION EXPLAINED

Search Engine Optimization is a term that is very much in vogue these days as more and more people have come to realize the power of the internet and what it can mean to their businesses. And more and more people are coming to realize how important search engine rankings are to terms of bringing traffic to their businesses.

So what exactly is this thing called Search Engine Optimization and what does it mean to me?

Search Engine Optimization is both an art and a science and it starts with a very clear understanding of how internet surfers search for their specific content.

What are they looking for and how do they search for it?

What Search Engines did they use and what were their key words and key phrases that they used to find that content?

Lets start with a real world example:   Lets say Bob is searching for a lawn service company to do yard work at his house in Coral Ridge, Fort Lauderdale. If Bob goes to any search engine and types in Landscaping he will receive thousands of landscaping sites from all over the world. It soon becomes obvious to Bob that he needs to narrow down his search and focus on his Geographic Location because no contractor in California is going to touch his lawn. So in Bob's case he refines his search adding in the phrases "Coral Ridge", possibly "Fort Lauderdale" or maybe even the county in which he lives, in this case "Broward County".

So lets take a look at Bob's search engine results if he uses Google as his Search Engine (the most popular Search Engine on the internet today)

Lets Examine these Results:   Our client, Lawn Genie Inc, is a Fort Lauderdale based lawn Service Company offering lawn maintenance services to residential and commercial clients in the Fort Lauderdale area, and wants to increase its business. It only wants to attract customers from its geographic location, it has no interest in customers outside this area.

As Bob found out, in his case he needs to start narrowing his search down to find the most relevant results that would satisfy his needs. In this case he narrowed it down by focusing on his geographic area, Fort Lauderdale.

And our client Lawn Genie Inc, whose pages have been optimized to rank at the top of the search engines for Bob's search phrases with Fort Lauderdale geographic terms, gets the most traffic and hence the most incoming sales calls, as it is always at the top of the search engine and its text is relevant to Bob's needs. And at this point it's up to Lawn Genie to close that sale.

Understanding Your Business and the Search Engines:  From the above simple real world example we can see how critical it is to understand your own business, what it does, and how people will search to arrive at your website.

Focus on your products and Services:  It's critical to focus on the keywords and key phrases that are important to attracting your visitors. You do not want to be burdened with answering calls not related to your business, so you have to be clear in your goals. In some cases as with Lawn Genie, the focus might be geographical, in other cases it might be the inclusion of specific products and services and the exclusion of others.

Determining this up front is critical to success.

We partner with you from the beginning to ensure that we only target traffic that you can convert into customers and sales.