Post pobrano z: Looking Beyond the Basics of Search Engine Optimization
Search engine optimization, or SEO, has become a common element of the
business world. Though it might be better to say that the idea of SEO has
become an active topic of discussion. In reality, proper SEO isn’t quite as
common as one might expect. And much of this has to do with the fact that SEO
is an active process. It’s not something which one can begin and then wipe
their hands of after a certain amount of time.
SEO can be a rather complex topic. But thankfully once someone understands the best practices for SEO friendly content it can become quite a bit easier. The most important starting point comes from the organization. Not simply in terms of what one plans to do, but also the reasoning behind it. Basically, it’s important to keep track of one’s underlying motivation for any task. The main reason for this is that SEO is an active process with no real end point. One needs to continually evaluate the overall business plan in terms of new information or results.
Of course one can start out by considering the major search engines. A plan
centering around how smart modern web engines are will start one off with the
right mindset. However, this is also the point where many people feel as if
their planning stage has reached its conclusion. When in fact, it’s actually
only the very start of everything. The main issue behind the confusion comes
from the term SEO itself. SEO stands for search engine optimization. So it’s
natural to think of search engines as the main entity targeted through SEO
However, the main point of modern search engines is to read pages in a
similar way to people. A decade back one would try to specifically target
quirks in search engines. But today one needs to essentially assume that search
engines are similar to another person who’s reading the site. It’s simply that
the search engine comes with some unique importance in the overall scope of
Targeting an audience in this way ensures that both search engines and users
get a full experience. Basically, one needs to assume that search engines are
smart. As such, one should, of course, ensure that SEO practices allow search
engines to read the full contents of a site. But beyond that, it’s vital to
next work on getting the reader’s attention. One should try to promote an
active participatory relationship to the page.
One isn’t directly selling to a search engine. But the search engine conveys
a site’s intent. By setting the site to push a particular message or sale than
the search engine can convey it to others as well. There’s also an issue of
maintaining that involvement. Modern search engines take note of optional
extras within a site. In fact, this can push overall rank of one’s site higher
within most search engines. Having more than just a single service shows search
engines that real effort has been put into the site.
The extras can take any number of forms. the from embedded social networking elements, maps, blogs or links to a forum. The important part is to offer ways for users to become more engaged with the site or brand. This works for users. And of course, search engines themselves won’t participate in any social element. But what they will do is take careful note that those elements exist. And this, in turn, can push overall site ranking upward. This doubles one’s overall return by helping with search engines and with direct sales.
The end effect of these efforts can be quite effective. The New York Times
recently highlighted some examples, including someone who doubled
their business thanks to SEO. And one should keep in mind that this wasn’t even
taking many of the additional sales factors into account.
To return to an earlier point, targeting search engines is only part of
one’s overall intent. Targeting search engines does improve ranking. And
improved ranking brings more eyes to one’s site. But proper SEO also
streamlines a site to the point where those new readers have added incentive to
engage with the site.
In the end, one of the main points of SEO is that it’s not a singular entity
or effect. Getting great results with SEO also means getting great results with
direct sales. It brings in search engines and users alike. And when properly
performed it even helps retain those users as returning customers.