Search Engine Optimization (SEO)

Here’s a quick summary about Search Engine Optimization. SEO is used to place your firm at the attention of potential clients who are looking for your services on the Internet. More than 90% of Internet users begin their search at one of the major search engines (Google, Yahoo!, Bing, etc.) Our job as search engine optimizers is to identify the signals that the search engines look for to identify a high-quality site, and to make our clients’ sites resonate strongly with those signals.

The two major factors the search engines use to determine their search results are:

  1. Traditional semantic matching. Search engines look for pages containing content that matches the search terms entered by the searcher.
  2. Link popularity. The Web is too huge for search engines to evaluate websites manually. Instead, they look at links from one website to another, and count each link as a vote of confidence in the linked-to site. The more and better links you have, the higher you will rank in the search results.

How We Do SEO

To make a website rank highly in the search results, we have to maximize the site’s resonance on those two factors. Here’s how it’s done.

  1. First, we do keyword research to figure out what our target audience is typing into Google.
  2. Then, we edit and create content on your website so that each page effectively targets a keyword or a small cluster of related keywords.
  3. Next, we think about how to get links from other websites. This commonly includes:
    • Researching the link profiles of competitor sites, and manually requesting links from the sites that are linking to competitors
    • Requesting links from sites related to your business and other partner sites
    • Creating interesting, useful content that other websites will want to link to
    • Exchanging blog articles with other websites