SEO stands for Search Engine Optimization, and it’s how, using keywords and other techniques, you tell search engine algorithms how to categorize and rank your website. Website owners looking to boost search engine rankings know that SEO is the way to go. But unfortunately, they think it’s a DIY project when they should be hiring an SEO firm.
In fact, more often than not, our clients come to us only after they’ve done their own SEO work and found that it didn’t make any difference – their site is still languishing at the bottom of the search rankings. They admit that it’s probably more work than they thought – and harder work, too.
The truth is, there are dozens of ways to SEO your site, and hundreds of ways to implement them. And in order to get your website on that valuable first page of search results, you have to know all the ways and implement them flawlessly.
An SEO firm can help you in so many ways. Between their analysts, researchers and copywriters, you’ll have an engaging, informative website that will climb the ranks – as well as a game plan to maintain your good ranking.
First, they’ll find out the correct keywords for your industry, your business and your products and services. You may think you know best – and you probably do! But remember, you’re looking at your business with an owner’s eyes. An SEO firm knows how to walk in your customers’ shoes, and will get you the correct keywords and phrases that should be used.
They also know all the back room stuff that visitors to your webpage never see – the meta tags, photo descriptions and more that only help your website get noticed by search engines. These may seem like nitpicky elements, but added together they give search engine algorithms all the info they need to properly place you in their ranking system.
When writing your copy, an SEO firm knows the “sweet spot” to hit in terms of keyword density. That’s the percentage of total words on your site, and within each page, where your keywords appear. Too little, and your site won’t get picked up. Too much, and you’ll be blacklisted from search engines – and your site won’t show up at all!
As for a game plan, well, that’s the SEO secret no one tells you, because they just want to take your money and run. But a reputable SEO firm will advise you of ongoing maintenance you need to bring to your website in order to keep it going in the rankings. That’s because the algorithms don’t just take the “what” of your website – they also take the “when.” If you don’t update your website on a consistent basis, any gains you’ve made in the rankings will be lost if you let it sit there with no updates.
This kind of maintenance can include blogs, photo galleries, special offers, blogrolls and more. A good SEO firm will offer ongoing services to help you maintain your rank.
Now, granted, it’s not brain surgery. Lives don’t necessarily hang in the balance with SEO. And, we realize that when you’re putting up a website, the costs can mount from all sides – so by the time it’s ready for copy, you just want it to be done already.
But now is not the time to give up – after all, no one is going to see your great website if they can’t find it! So invest in an SEO firm as a long-term marketing strategy – it will pay for itself.