Search engine optimization (SEO) is the process of making your website desirable to search engines with the intent of moving up in the natural (or organic) rankings. A number of factors influence search engine rankings, and Google, Yahoo, Bing and other search engines tweak their algorithms regularly in an effort to produce what they believe to be the best results for users.
Search engines crawl the web constantly, cataloging data for recall and ranking when a search is made for a particular term or phrase. Elements that are considered important to the search engines are keywords, key phrases, links to and from the site, and the coding inserted into the site to identify the contents. This is a very simplified explanation of search engine optimization, but it gets the point across.
The process of search engine optimization must be ongoing to be effective. The internet is growing and changing every day, with new content added and old content changed or removed. The search engines make hundreds of changes, mostly minor, to their search algorithm every year. Constant change means your website’s ranking may move up or down from day to day. Google, with two-thirds of online searches, is generally the benchmark for search engine optimization success. Rank high in Google searches and you’ll be found by your customers.
As search has evolved and the search engine’s algorithms have become more sophisticated, a broader presence is required to establish relevance. Your internet profile is tied to multiple sources, not just your website. Search engine optimization now includes content development capability, public relations and social media experience, in addition to traditional website coding.
Winfield & Associates has developed a SEO process that compliments and reinforces the clients’ primary marketing. Using software we chart page rankings, links, keywords, competitive websites, web analytics, and other data that influences your results in the search engines. We practice “white hat” search engine optimization techniques that are considered friendly by the search engines.
Please contact us if you would like to learn how we help clients with their search engine optimization.