Four Steps for Search Engine Optimization

The four main interrelated areas of knowledge for search engine optimization are keyword research, content organization, search visibility, and linking relationships.

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Keyword Research

Extensive keyword research using analytical tools is the first step, taking into consideration how people search, search engines algorithms, your own site keyword objectives, and your competitors’ keywords.

Content Organization

It’s not only quality content but well organized content showing focus and emphasis that is needed. Think of a web page as an outline: title, meta data, and well organized paragraphs with relevant content supporting H tag headings. Blocks of content in paragraphs using appropriate emphasis is powerful and effective. Sometimes SEOs ignore the most basic and fundamental concepts.

Search Visibility

Search visibility is the intersection of links and content. You need inbound links, excellent internal linking (often underutilized as a technique), good site architecture, and well-organized content so the website has a natural flow of both links and content internally from web page to web page. Optimizing pages with keywords should pull in targeted search engine traffic, then it’s up to the web design to direct visitors towards the call to action –whether it is to fill in a form, complete a transaction, or pick up the phone and call. The end result of search visibility is targeted traffic matching your keyword plan, a great user experience with visitors staying on the site longer and visiting more and more pages, and a site that performs based upon its chosen keywords. Other topics that contribute to search visibility are site uptime and your robots.txt file.

Linking Relationships

You need inbound links, internal links, and outbound links connecting to the web. If a site has three broad topics with multiple web pages on each topic, the topical web pages should be cross-linked from within the body of content. Human visitors can handle about eight links per page easily, more than that can be confusing. You need planned anchor text links leading to your home page, but in addition for great search visibility and relevance you need deep links into your most important internal web pages.