SEO Explained

What Is SEO and how it works

Let´s make it simple first and then go into more detail. SEO can be broken down into two steps: Optimization and Authority

1.Google Optimization (OnSite)

Optimization is making sure that Google can understand what keywords you’re targeting, which services and products you sell, and where you sell them.

2. Authority (OffSite)

Authority is making sure that Google knows you have the best content for their users. To grow your website’s authority, you must put out such great and informative content that people naturally share your content and link to your content.

Google then use formulas to analyze huge amounts of data about all the web pages they can find in order to determine which web pages they should present when someone searches for a keyword phrase, and in what order they should present them.

That’s SEO!

So what´s my job?

My job is to look at your target audience, your competition and “reverse engineer” what Google want to see and then make sure that your web pages have everything in place in the right order and balance, both Onsite and Offsite…pretty simple really.

Ok so, let´s go into a more detail how SEO actually Works… please scroll down

Although the Google is continuously refining how they rank web pages, there remain two key elements that are the foundation for successful Page 1 result

Onsite – your content and website infrastructure targeting the best keyword clusters

  1. matching existing content to target specific keyword clusters
  2. creating new content to target specific keyword clusters
  3. having the best website infrastructure and architecture

Offsite – how your website is referred to from other online sources

  1. developing a profile of high quality, on-theme incoming links
  2. having a relevant and active social media presence
  3. creating citations (non-linking references) about you
  4. at least half of your SEO outcomes are influenced by elements outside your direct control

…and everything else is about strategy, techniques, tactics and finesse – Google look at over 200 “signals” when evaluating web pages, and every year they add over 400 refinements – so a key part of my job is keeping your website at the leading edge, because I do really know how SEO works!

Keyword Research

Every day 25% of the search terms Google see, it have never seen before. So, I focus on creating what I call “keyword clusters” – groups of keyword phrases focused around high volume “core” keyword phrases. For example, a core keyword phrase might be “accommodation” and that cluster may include “accommodation New York”, “luxury accommodation” and “boutique accommodation”. Using the latest SEO tools and software, it is my job to find you the optimum balance in your keyword phrase list to be targeted, that delivers the best ROI (Return On Investment).

Matching – Existing and New Content

My approach to Onsite SEO is to try to match one keyword phrase from each keyword cluster to a single page on your website. Typically your home page will be focused on your “gun” keyword phrase and your main navigation pages will target your next most important keyword phrases and so on through your web page hierarchy. Often your website won’t already have web pages to target some of the important keyword phrases you will want to target; in these case I work with you to create new pages to reach these terms.

Behind The Scenes – The Code

Not all websites are created equal. Some websites are great and are ideally search engine-friendly, but many I come across are not. A key part of my role is to assist you and your web developer to ensure that as many pages of your website are correctly indexed and that there are no technical impediments to your online success.

For a preview of how Google is currently indexing your website, go to Google and in the search box type …and see how many pages have been indexed and how Google is displaying your pages…and then call me if you have had a nasty surprise.

Yes, “look and feel” is vitally important in motivating visitors to explore your website, and in guiding them to act or buy…but they need to find your website first.

Offsite Link Profile

In the simplest of terms, Google sees a link from another website to your website as being like a vote of confidence in your web site. Google believe that if other websites are linking to your web pages, you must have something good to link to and a Search Engine will rate your page that is being linked to more positively.

Today Google take into consideration many additional factors other than just the sheer number of links when evaluating your offsite link profile:

  1. the Reputation or Trust value of sites linking to your web site
  2. the Theme or Relevance of sites linking to you
  3. the “Anchor Text” (the words that the link is embedded behind) in links to your sit

Offsite Social Profile

More and more, Google is starting to consider social media references as important signals about your website and your company in general. It’s not just about having a Facebook page, a Twitter account or a Google Plus page, but also how active you are and in what manner your social media associates refer to you, your company and your website content.

Offsite Citation Profile

Citations are references to you company name, address, phone number or website that may not actually link to you but are recognizable to Google. Although these citations are indeed helpful across the board, they are particularly useful in enhancing your Search Results in the Google maps and geo-location rankings.

So That’s What SEO Is and How SEO Works…

As I mentioned earlier, everything else is about strategy, techniques, tactics and finesse – Google look at over 200 “signals” when evaluating web pages, and every year they add over 400 refinements to their formulas and data analysis methodologies.

Want to get your site higher on Google rankins?