Three Critical Aspects of Effective Search Engine Optimization (SEO)
By Ruth Kuttler
The primary goal of any search engine optimization (SEO) is to get your website found
for relevant searched keyword terms in top positions in major search engines like Google,
Yahoo and MSN. Getting your website to appear in top organic results for targeted keywords
that people are actually searching is definitely a factor in producing website traffic.
But equally important is the aspect of conversions.
Does your website interrupt and engage the visitor in your message, producing quality
leads and loyal customers? This SEO goal is often overlooked, even by SEO professionals who
charge pricey fees for search engine optimization services. And let's face it, traffic to
a website doesn't mean a heck of a lot if people do not stick around and convert to leads
and customers.
SEO, in order to be effective, must address three primary concerns. These include:
• Relevance
• Authority
• Conversions
This article will explain these three aspects of search engine optimization and how
they are achieved.
Relevance and SEO
Relevance pertains to content, keywords and keyword phrases that closely relate to the
website's purpose and add value for the visitor. A website without relevant content is not
likely to achieve good positioning in the search engines. Even if the website happens to
get a good page rank for some keywords, pages stuffed with keywords to draw traffic
through the search engines, only frustrates visitors who can't leave the website fast
enough. And the moment they are gone, you have lost these valuable visitors forever.
Relevance is effective in keeping the visitor engaged when he or she finds relevant
content that rewards them with benefits, a solution to their problem, a low risk offer,
guarantees and the impression that the company is reputable and can be trusted. When
content is created in this manner, the included keywords result in traffic that is likely
to produce quality leads and loyal customers. Sources of relevant content that may be part
of a website and blog include informative articles, case studies, photo galleries, faqs
and even news items. All can be a powerful draw for visitors who are looking for companies
that are experts and can be trusted to deliver an exceptional product or service.
Authority and SEO
Authority is determined by the worth of the site to search engines like Google. It is
measured by the quality of websites that link back to the website. There are many ways to
create powerful back links that drive traffic and boost search engine rankings. Content
distributed through keyword-rich articles, press releases, blogs, social network posts and
RSS feeds is rapidly indexed by search engines that place a high value on updated content.
This means that static content on a website has some value to SEO but higher keyword
rankings come from the authority created by syndicated content that is new and ever changing.
Over time, as Relevance and Authority are enhanced through SEO, a website will increase
its rankings in the organic listings. That brings us to the issue of website performance.
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