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| Pivotal Search Engine Optimization ServicesSearch Engine Optimization (SEO) is the science of improving your visibility on search engines such as Google, Yahoo! and Bing. SEO involves both on-site and off-site techniques that improve the perceived quality of your content as well as make it more recognizable to search engines. When your website is listed on the search engines, they show up as “organic” or “natural” results. Unfortunately, there is no simple formula for making a site rank on top since many factors are considered, and each search engine uses different methods. Pivotal Concepts can help you choose and optimize for the appropriate keywords as well as develop an SEO strategy for generating more quality visitors to your site.
SEO is a major part of Internet marketing. It is mostly technical in nature. It includes Web programming expertise combined with business, persuasion, sales and a love for competitive puzzle solving. If we do all this right, you will have a website capable of maintaining desired revenue goals while achieving high rankings in the organic sections of search engine results pages almost permanently. Creating a website does not just involve technical skills, or copywriting, or links, or social engagement modules, or search engine submission; it involves an intricate blend of more than 200 variables woven into the fabric of a website. Search engine optimization is also a dynamically changing industry. Before you start, you should understand that being among the top 10 organic rankings in every major search engine and directory can sometimes be achieved, although very few sites can get there, and the effort is often beyond reason. Note: URL ranking results change week-to-week due to competition, so maintaining a top organic SEO ranking requires constant keyword monitoring and information rework. Search engine optimization never rests, much like your competition. There are no search engine optimization secrets — just ranking and placement methodologies to follow in order to beat your competition in obtaining a high ranking for desired keywords your customers are using to search for your site. Once you know what keywords and search engine marketing services (not spam) worked for the "leaders," you can do even better by becoming "least imperfect"! Proper organic search engine optimization requires that you outsmart your competition, so knowing the best keywords and criteria used by your competition is the most important first step. What is the process of SEO? The idea of SEO is to tell the search engines that a page or site exists, that it contains certain content that visitors want to read, and that other websites trust the information in that page. The two basic elements of SEO are the keywords (a "keyword" is a word or phrase that people search for in search engines) that tell search engines and their visitors what is in the page, and the links that tell search engines the page exists and is trusted and also helps tell them what keywords are in it. If I want this done to my site… how do I know if it’s done right? There's a hierarchy to be considered when developing any SEO campaign. To help customers and marketers apply this strategy of prioritization, and to help customers monitor development, the SEO hierarchy of needs and tasks we feel can be broken down into 7 basic laws of SEO building and developing that we all can follow:
Keywords, Keywords, Keywords, 1) Find keywords. Pick a list of words relevant to your business. Think about which words are most likely to get people to do what you want them to do (convert into leads) and focus on those words. Then pick one word (or phrase) to use on one page of your site. For more detailed info, read: Detailed Internet Marketing Keyword Tips. 2) Put keywords in Page Title. The Page Title is one of the most important things that Google and other search engines evaluate to determine what is on a web page. Put your keyword or phrase in the title, keep it short. For more detailed info, read: Why a Web Page By Any Other Title Would Not Rank As Well. 3) Put keywords in Page URL. Google and other search engines also use the text of the URL of the page to determine the content of the web page. You should use your keyword or phrase in the URL of the web page - either the folder/directory structure or the HTML file / page name itself. 4) Put keywords in Meta Data. While the page metadata (Page Description and Keywords) are not nearly as important as they used to be, they still count. Take advantage of them by putting your keyword or phrase there. The description should be readable by a person and make sense and the keyword metadata should focus on your keyword or phrase - do not make it long, less is more. For more detailed info, read: Understanding the Magic of Meta-Data. 5) Put keywords in your H1 text. The H1 text is usually the title of an article or some larger bold text at the top of your page. Google and the smaller search engines can see this and they put extra importance on the words in the H1 text. Make sure your keyword or phrase is there. 6) Use keywords in the page content. Putting the keyword in your page content also signals to search engines that the page is actually about the keyword and should show up in search results. IWe have heard from "experts" that you should use your keyword anywhere from 4-6 times to 10-12 times. Our advice is to just write naturally. 7) Link Building, Linking Types & Link Spread Remember this; link popularity makes up over 65% of the weight of your websites rankings! An SEO link building campaign is essential to the success of any search engine optimization strategy. Link popularity campaigns may also include:
Links show trust and relevancy, search engines give sites with good inbound and outbound links a higher ranking. The logic goes that if you provide outbound links to other material you are providing a valuable service: and, if other sites link to you then you must have content of value. Having a strong link building strategy forces you to ask the fundamental question, "Why would anyone want to link to you?" The answer of course is that you provide something of value: you need to be clear about what that value is. Inbound links help to build trust. If people see that a popular or respected site links to you, then their level of trust in what you say and what you offer is likely to be higher. Perhaps most importantly, you become part of a community. In every field of activity on the web there will be a number of key sources. Linking to them and providing valuable content that they can link to will make you a part of a powerful virtual network. There are different ways to build actual links. There are text links, image links and source code links. Text links are the most powerful with the ACTUAL keywords in the text of the link. Image links are simply images that are linked and carry less weight since there is no description for the search engines to weight. Link Spread – “over time”. This is very important! Your link spread is the latest new measurement in linking. Link spread is how the search engines watch you to see if your site is buying links (cheating) or whether you are getting them organically and naturally. Link buying Google believes deteriorates the quality of Google’s search results. Your link spread is the total amount of links going to your site OVER TIME. The time factor is what 99% of SEO specialist do not take into account. Other than SEO, there is probably no other single more significant factor in the ranking of a website than Link Popularity. We offer several effective link building programs, the best is to incorporate both bought links and natural organic links. Page Rank Every page has page rank which is a numeric value that represents how important a page is on the web. Google figures that when one page links to another page, it is effectively casting a vote for the other page. The more votes that are cast for a page, the more important the page must be. Also, the importance of the page that is casting the vote determines how important the vote itself is. Google calculates a page's importance from the votes cast for it. How important each vote is - is taken into account when a page's Page Rank is calculated. Page Rank is Google's way of deciding a page's importance. It matters because it is one of the factors that determine a page's ranking in the search results. It isn't the only factor that Google uses to rank pages, but it is an important one. From here on in, we'll occasionally refer to Page Rank as "PR". SEO Copywriting Search engine optimization copywriting optimizes visible page text and Meta data (Titles, Descriptions, Headings and Alt text) to improve your website pages and provide the search engines (and visitors) with genuine content relevant to the search terms that are found in your website. SEO Techniques to Avoid Search engines can blacklist sites that try to manipulate the pages to attract viewers. A website containing more than 50 unrelated links (link farms) for the sole purpose of getting traffic is damaging. Anything that seems over the top or deceptive, like stuffing a page full of your keyword should be avoided (Keyword Density). Pay-Per-Click Management In 1999 Pay-Per-Click (PPC- "also know as SEM or Search Engine Marketing"), was a new and emerging market, and we were all quick to establish a PPC management division. This division has since become over crowded with a trend in “buying” your way to the top. PPC campaigns have become less effective and expensive reserved only for expensive promotional launch tactics and or full-scale PPC campaigns where the cost outweighs the acquisition of new clients. It is important to weight the cost of PPC with that of strong permanent organic website building. Both is obviously the ultimate if you can afford it. Ongoing Analysis One time optimization simply does not work. Internet marketing is not at a standstill; it is constantly evolving and so are you competitors. Your competitors are watching you too! They will look at your success and develop a strategy to destroy it – which is why you must be constantly evolving to maintain your position at the top. |
