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Getting back to the basics, Search Engine Optimization 101

I am taking a break from running my weekly webinars for the rest of the year because I want to save the good stuff for January so we can start off 2013 with a bang. This week I’m going to use my blogging time to get back to the basics on search engine optimization (SEO).

There are a few reasons I’m doing this but the main one is that the basics of good search engine optimization have not changed through all the Google updates this past year. The websites that have followed the basic white-hat SEO rules were not negatively impacted by any of the updates so having a solid foundation really makes a difference when setting up your on-site search engine optimization. It’s also important how you build on that on-site optimization so there’s really two parts to the process.

I’ve written about this several times before, but it never hurts to go over it once again, it’s that important. Search engine optimization is based on one question: “Is this site relevant to the search terms being entered into the box?” SEO is essentially only about relevancy and proving to the search engines that your site is more relevant than your competitors sites for your particular keywords.

If that’s the basic premise to SEO, you may be wondering what all the updates were about recently and the answer to that is Google constantly changes how they answer that question or how they determine which sites are more relevant than others. Some of this part of the algorithm hasn’t changed either and that part is links. Google, Yahoo and Bing look at the number and quality of the links coming to and from your site and use that (among other things) to determine whether your site is current, has authority (because your links are from authority sites) and is connected with other sites relevant to the search terms.

For example, if you are a plastic surgeon in New Jersey specializing in face lifts, you would want to have links from authority sites like YouTube with video testimonials, links from the American Society of Plastic Surgeons, a Better Business Bureau rating with a link from their site and testimonials from your Facebook page linking back to your page to show the search engines that you have clients, they love your work and your are a legitimate business. But not just links to and from authority sites, but links with keywords like “face lift specialist New Jersey” in them. That’s how Google tags your site and pulls up your page when someone types those words into the search box.


Face Lift Google Search

I will go into a little more detail on this tomorrow so you can get some specific examples and I will share some free tools that I use to do my keyword research so you can get started on your own search engine optimization for your website.


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