By Deborah L. Daily
With no shortage of firms offering SEO services, selecting the right firm can be a daunting task. To help, Buckaroo has compiled a list to keep your company from wasting time and money.
What is SEO? In most basic terms, SEO or Search Engine Optimization is the process of improving the visibility of a website or a web page in search engines such as Google, Yahoo and Bing via the "natural" or un-paid ("organic") search results.
In other words, you want your website to appear at the top of the search results list. In order to achieve this, your site must have the right combination of search terms in the keywords, page titles, page links, quality of content and more.
Why it’s important to have good SEO: Internet users carried out over 16 Million searches in June 2010, via the major search sites, making search engines the single most important source for NEW customers. For example, users researching a purchase often start on a search engine; meanwhile, internet-savvy users who enter the URL into their internet browser outnumber search engine users. This is where another important aspect of SEO plays an integral role - domain names. If users are typing your name into a browser rather than searching, it is essential that your domain name (website URL) be as simple and memorable as possible. For example, avoid overly long names, dashes and .nets that may confuse the customer. Simply put: What good is it to have a website if no one can find it?
SEO & Social Media: SEO has an online cousin called social media. Social media, depending on your target audience, can play an important role in your marketing efforts as a whole and it influences your SEO. Representatives from both Google and Bing confirmed that social media links do, in fact, contribute to higher search rankings. The Bing representative said: “We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results.”
Your website should be more than a pretty face (design): The use of interactive flash designs (or motion graphics) can add an incredible look to a website. However, pretty design or cool interfaces won’t add to your SEO. Flash graphics are virtually invisible to search engines, are not always compatible with iPads and iPhones, and often lack intuitive usability. Keeping it simple can effectively and efficiently help sales. What’s more beautiful than that?
Why being ranked #1 isn’t number one: Everyone wants to be number one at some point, but when it comes to SEO, being at the top of the list does no good if it’s at the top of the wrong list or it’s at the top because of an uncommon search term or phrase. For example, a lawyer may want to be ranked number one for the terms “lawyer” or “attorney.” While being the top search result for “lawyer” will generate traffic, it may not generate the most relevant traffic. However, that same website can generate more valuable, qualified leads by ranking slightly lower on more relevant search terms such as “family law” or “corporate law.” It’s much more useful to generate traffic and site visitors with more of a keen, narrowed focus who may also be more likely to buy.
What to look for in an SEO firm: Shopping for an SEO service provider can be a challenge. An SEO firm should be able to perform keyword studies, analyze site content, and follow SEO best practices (white hat SEO).
Rather than work only with an SEO specialist, it is helpful to partner with an agency that understands your overall marketing goals, communication strategies, and desired end results. Furthermore, consider the old adage “You can’t manage what you can’t measure.” When selecting a company to handle your SEO, make sure the firm offers comprehensive reporting and measurability as well.
In addition to SEO, Buckaroo offers comprehensive, integrated marketing services. Don’t trust your SEO to just anyone. Buckaroo has been in the industry long enough to guide you through the dos and don’ts of good SEO. Click here to learn more about Buckaroo.
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