Search Engine
Optimization

What is SEO

People are searching online for information regarding your company every day. In order to appear in those search results your company or organization should have a well-designed website. However, a well-designed website is only as valuable as its placement within the search results on Google, Bing, or Yahoo. Placement on the first page is critical when presenting a business, showcasing services, or selling products. That is where search engine optimization (SEO) comes in.

SEO is the process of improving your site, so that search engines will see it as relevant and raise its placement in the organic results section. The organic results are the regular text listings on a search results page and differ from the paid ad section. The paid ad listings are created through search engine marketing (SEM), including a Google Ads campaign, where each click is paid for. See the screenshot below showing the difference between organic and paid ad listings.


Paid vs Organic Listings
 

Key Factors that Enhance SEO

The vast number of techniques and practices that can be utilized to help enhance a website’s placement amongst search results can be overwhelming. Certain practices deemed vital by one agency may be considered inconsequential by another agency, causing confusion for a business owner simply looking to increase their website traffic. Over the years, clients have asked what exactly search engines are looking for when presenting search results. As noted previously, there are many factors at play, but the main focus of search engines is to determine whether your website can be trusted to have the information that will answer the user's question. To narrow it down, five important factors that search engines consider when ranking a website are locality, content quality, update frequency, traffic and incoming links. See the following detail regarding these five factors below.

5 Search Engine Optimization Practices

 

1. Locality

Search engines tend to provide higher placement for businesses that serve the user's local area. An old SEO technique was to provide a list of each city or town within your service area. That is now looked down on and can even have a negative effect on your search engine ranking. The best way to have your content show up at the top of organic results is to choose a few main cities to target and sprinkle those cities throughout your content in a user-friendly way. Claiming your business listing with Google My Business is another great way to be at the top of search results with only a small amount of effort. Image Management can help claim your listing and ensure that your information is correct and up to date.

2. Content Quality

Most SEO specialists will agree that content is the most important part of search engine optimization. Search engines' robots scan the entirety of a website for common search terms. Websites will not produce viable search results for terms that have little to no presence on the site. If, for example, the website should display in searches for “window tinting”, it is critical for this term to be used generously throughout the content. Beyond being optimized for search engines, content also needs to be written so that users can find the answers that they want and won't leave your site on first glance.

3. Update Frequency

High quality content is great, but a dormant website begins to lose its favor with search engines. Adding new, search term-focused content to a website on a regular basis is very important. Search engines scan websites regularly to see if new text and information have been added in order to provide users with the best possible search results. This doesn't mean you have to create all new pages with new information; this can be done very easily through adding a news article to your news feed or reworking old paragraphs throughout your site.

4. Traffic

Websites that are presented on the first search result page tend to have higher traffic. This can present a frustrating conundrum for a new website trying to place higher within search results, especially if the competition has been working on their search engine optimization. Encouraging customers to visit a website through marketing, social media, or online advertising can help increase traffic and overall search engine ranking.

How customers are visiting a website is also a critical factor. In searches on mobile devices, Google is now promoting websites that are optimized for mobile browsers and downgrading websites that do not utilize responsiveness. Learn more about Mobile Optimization.

5. Incoming Links

Having a website featured on social media, Google My Business listings, reputable online directories, and partner business websites is very valuable. Search engines see these links as recommendations from other entities and will in turn provide better search results as well as additional traffic. In the past this was done via "link farms" which were websites having nothing to do with your company that link to your website. This practice leads to negative effects on your search placement. Therefore, we must stress that incoming links need to come from relatable and reputable websites only.

 

Our SEO Process

At Image Management our search engine specialists will review your site and determine specific updates that will help your site to rank higher. Our process begins by discussing with you where your potential clients are geographically and what phrases or keywords you believe they are using to search for you. We then use various tools to analyze your site's content/structure and determine the phrases that the majority of users are utilizing when searching for your products or services. We then will use our research to rewrite or optimize your website's content with an emphasis on those keywords. Another important item that we focus on is making sure your website displays properly and loads quickly. Google's Search Console and PageSpeed Test analyzes where your site can improve.

Contact Image Management today to schedule a consultation to discuss how search engine optimization can work for your company's website and increase your leads or sales.