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Earlier we discussed that Search Engine Optimization is the process of setting up your website so that people can find your company based on the products and services you offer rather than just knowing the name of your company.  Don’t be mistaken, it is important that people who know who you are can find you, however the next step in getting your web site better positioned is to setup the front end and back end so that people can find you based on the products and services you offer.

A large part of proper search engine optimization relies on you to ask some quesitons and make some very key decisions which we will talk about later; in the meantime however let’s look at some of the different kinds of optimizations that you should consider.

Keyword Optimization

Keyword Optimization is crucial for your entire website.  With general optimization, which again just makes your website friendly for the search engines, a single set of keywords is propigated throughout your site, much like having the same kind of flooring laid throughout your home.  Keyword Optimization actually creates a seperate and targeted set of keywords which will be on your back end coding for each page.  For example, if you are a large multi sports complex your front page on your site would have keywords that reflect that.  However as you get deeper into your site you will have to specify mare targeted keywords.  This selection of keywords should help you see how different keywords get defined more and more as you go deeper into a website.  Each of these keywords for the sake of this example springs out into different pages.

Broad Front Page Keywords

Sports, Sports Complex, Amatuer Sports Arena, Football Fields, Baseball Fields, Basketball Courts

Football (one level down from front page)

Amatuer Football Tournaments, Football Leagues, Foot Ball Games

Football Leagues (one level down from Football)

Sacramento League Schedule, Northern California Football Tournament Signup, Elk Grove Flag Football Calendar

As you can see  the further down into the website we get, the more targeted the keywords get.  In using the example above we went from Sports Complex to very specific keywords whic even targeted location.  Our keyword phrases got longer and more specific to help the search engines decide how each page should show correctly and at the same time allowed the website owners to get themselves more listings throughout the search engines versus a single string of keywords propagated throughout the entire site.

Another step taken in optimizing your website is to make sure that each page of the website carries direct text (the text which the normal person can read) that is scattered with the similar keywords and synonyms that will go along with the back end text.  With matching title tags, outbound and back links, correct formatting, and several other factors, search engine optimization can take anywhere from a few days, to several months before the site is even ready to be submitted to the search engines again.

Of course the level of optimization one company needs, as compared to another, will vary greatly from website to website.  A company that offers only a very limited number of products or services will generally pay less than a company which offers more products than Walmart.  However, all Search Engine Optimization should allow for people to scale their budgets and only spend what can be afforded on a regular basis rather than paying a huge upfront fee.  Companies who do not allow for this generally do not because they are not confident in their ability to perform.  SIA however give unbiased third party results from Alexa.com to show clients where their site is prior to optimization versus where it is as each update is completed and the site with it’s updates are submitted to the search engines.

So as you can see, there is a lot that can go into optimizing a website, and this was just the tip of the iceburg.  A solid SEO company will have a degreed marketer who can help you step by step figure out which keywords, what titles, and what additional features can help your website raise in it’s rank on the search engines.

Joseph L. Zeleny

Chief Marketing Officer

SIA Professional Services

916-361-0792  

www.SIAServices.net