SEO is the practice of enhancing features of a web page to increase its ranking, status or pla cement in organic Search Engine Results Pages (SERPs) that are produced when web searchers type keywords (information queries) into a search engine.
On-Page Factors
- Developing keyword-enriched content
- Strategic coding for Title tags of all pages
- Strategic coding for Meta content of all pages
- Strategic use of alt tags for all images
- Strategic coding of layouts, text blocks, and sitemaps
- Limitations: Plateau Effects and no barriers to keep your competitors from replicating these same measures = limited competitive advantage in search engine rankings)
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Revelation: It all hinges on keywords.
Keywords represent both the input and the target.
Off-Page Factors
- Link Building (Only ethical, white hat approaches) – through industry relevant sources with rich, content that benefits the visitor by providing topic relevant information. Not all links are created equal. See Link Weighting and Law Publishing Network.
- Manual addition of client’s web page to the new geographically-localized databases in the leading search engines (e.g., Google Local, etc.).
Note: This is not the same as “submitting” your web page to search engines, which has no continued benefit beyond the first time. Because once search engine bots have indexed your web page they would prefer be “informed” about your site via links from other web pages. SEO firms that repeatedly “submit your website to hundreds of search engines” are charging you for an unnecessary service (repeatedly).
- Submission into only the major business-related internet directories (e.g., dmoz.org, Yahoo Directory, etc.).
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