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The terms Search Engine Optimization and Search Engine Marketing refer to aggressively pursuing inbound traffic from major search engines. When a potential customer is online, he or she may type a search phrase into a search engine, such as Google. The search phrase, also known as keyword or key phrase, then brings up a list of websites that are most apt to have credible content related to the key phrase that the potential customer has searched for. The websites in the top positions on the search page (SERP) will yield the best returns. Simply put, search engine optimization is the process of bringing prospective customers to your website. The primary goal of any search engine optimization is to ensure that your website is listed at or near the top of the search engine results for the corresponding relevant and specific search term or query. Successful search engine marketing requires a team of specialists with strong skills in the areas of analysis, research, planning, copy writing and communication. The team from Expert Website Services uses a widely accepted four-stage process. These interconnected stages are: 1) Preliminary Analysis The preliminary analysis phase always involves exhaustive research and competitive analysis. A good search engine team will start the SEO process with the website goals in mind and look at what the competition is doing to achieve excellent rankings. It is imperative that these activities are completed before any changes are made to an existing site; and, before a new website is built. Strategic planning is also conducted during this phase. The SEO team must have a good understanding of the companys goals in order to properly develop an online business strategy. The outcome of this phase of optimization is market research, competitive analysis, and the final selection of keywords based on thorough and thoughtful analysis. 2) Physical Optimization (Search Engine Optimization) The optimization stage, also referred to as the on-site process, includes developing and implementing search engine friendly content and attractive design. Since a great deal of copy is written during this phase, it is a good idea to have a professional team of copy writers. During this phase, content is created (written) for the body of the page, the title meta tags, and the alt image tags. Copy that is not congruent with the page tags will surely end in disaster. Therefore, current knowledge of the major search engine algorithms is imperative for successful completion of this phase. This phase also considers the infrastructure of the website. Often, it is necessary to change the internal link structure of a site to allow for easy indexing by search engines. If a search engine crawler cannot easily find the information required to obtain the desired rankings, the campaign will surely fail. Thus, the key component to this phase is to simplify navigation for the search engines and to make sure the content is relevant to the keywords chosen. 3) Off-Site Optimization (Search Engine Marketing) Off-site search engine marketing is an important component for launching a successful Internet marketing campaign. A great deal of time and effort is spent building quality, credible, inbound links to the target website. This is usually achieved through a combination of directory submissions, blog creation and posting, article submissions, marketing via social media (such as Facebook), link building, and finally search engine submissions. In the most aggressive campaigns, the majority of time is spent in this phase. This phase is also referred to as ongoing SEO since time dedicated to building quality inbound links will ultimately result in increased traffic. It is also imperative to note that the search engines have become very savvy in identifying unethical search engine practices. For this reason, it is important to choose a company, like Expert Website Services, that will not knowingly engage in unethical practices such as (Meta-tag or e-mail) SPAM techniques, CLOAKING, hidden text (NO SCRIPT) commands, or other practices that would artificially or unethically inflate a websites rankings. It is important for people to understand that these methods eventually hinder a companys ability to market online as they result in the website being blacklisted by the search engine and search directory communities. 4) Follow-up Analysis and Iterations The final phase of search engine optimization and search engine marketing includes analyzing the results of the marketing endeavor. Website statistics that includes the number of unique visitors, search strings, and other valuable information is analyzed. Very often, this information is used to modify the strategy and return to physical optimization or off-site optimization as the particular situation warrants. In summary, a good SEO strategy contains the following activities: Website Analysis Review of title tags, meta tags, and page content Keyword Research Usability Study (Navigation Review) Design and Layout Recommendations Consideration of Page Download Times Browser Compatibility Check Review for Errors. Poorly Written Copy, and Broken Links Search Engine Submissions Directory Submissions Monitoring and Controlling Results 相关的主题文章: