SEO is the active practice of optimizing a web site by
improving internal and external aspects in order to increase the traffic the
site receives from search engines.
SEO results are sometimes referred to as “organic,” “natural”
or even “free.” These all describe a search that returns results based on
content and keyword relevancy. This is in contrast to paid listings which
typically appear at the top.
To appear on page 1 of Google or other search engine results
page for any specific search term, the search engine must see your site as
among the 10 pages most relevant to the topic, most authoritative and most
current as well. To establish relevance your site copy must be focused clearly
and specifically on the specific search terms used.
The content of a web page is very important from the SEO
perspective. The search engines use a lot of techniques to judge a web page,
its title, content, and keywords, and check them all to determine if they are
relevant to the page’s theme.
A search engine “spider” is a software program that is used
to find out what’s on the web. Each word of a site is processed and indexed. When a user enters
a query, machines search the index for matching pages and return the results they
believe are the most relevant to the user.
Relevancy is determined by over 200 factors, one of which is
the Page Rank or the importance of a page based on the incoming links. To
establish authority other relevant sites must link to yours.
A search marketing and SEO strategy must include:
- On Page optimization – Make it easier for search engines to find, understand, and index your site and once there, to find quality, relevant content. On-Page SEO includes: Keywords, Body content/copy, Title, Alt & Meta tags, Embedded video, URL age & structure.
- Off Page optimization – Build authority by increasing the number of quality and relevant sites that link back to yours. Off-Page SEO includes: Site popularity/authority, Inbound links, Press releases,/articles, Local listings & maps.
With Yellowbook’s Presence Elite packages your clients
campaign will address both on-page and off-page efforts to build relevancy and
authority. Over 93% of our Presence Elite customers appear on page 1 within the
first 90 days.
