Search Engine Optimization: (noun) – the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
Search Engine Optimization, sometimes referred to as SEO or Search Marketing (not to be confused with SEM), is the cornerstone of digital marketing. Every strategy is designed to get people to your website so you can close a sale. SEO is the foundational piece to improve how effective you are in making that happen.
How Search Engines Work:
Search Engines use algorithms to provide the most relevant answers to internet user’s search queries. The way that the algorithms determine relevance is by gauging how often topics are discussed or recommended by others. That’s done by understanding content, the influence of off-site and on-site linking, and comparing the authority of web pages.
Content, Links, & Authority:
The first elements of content that are crawled by search engine spiders is your own on-page copy. The words, meta descriptions, and image alt text on your home, about, services, and other pages should have ample relevancy to the search that someone has performed. Beyond ensuring that the core content on your site is optimized for search algorithms, the content that you produce for your blog and social media should also be designed to take advantage of the organic traffic flow.
The more websites that link back to yours, the higher authority your website will gain. Better still, if high authority websites link to you, then your site will garner a faster rise in authority. In neither case is the result immediate, but it will still help drive traffic to you along the way.
Black Hat & White Hat Strategies:
The more links, and the anchor text that those links use should be naturally occurring. Once upon a time, SEO companies would build pages full of links back to their client websites. This is an example of what we refer to as a Black Hat strategy. A Google update later and the search rankings for those websites plummeted.
At The Contemporary we use White Hat tactics to build links. Working with our link building partners, we create naturally occurring link trees that build your site’s authority and the rankings for keywords that bring traffic to you.