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In the web world, search engine optimization is one of the most thrown around terms with the least understanding of what it truly is.

Search Engine Optimization is, in my words, the process of constantly optimizing a website for higher rankings in the search engines. This optimizing happens both "on and off page" -- meaning this includes works on the website itself, and doing different practices with the website.

On and off page optimization is derived from sort of a checks and balances system for Google and other main search engines to use. Search engines like Google want to see certain things ON your website, and they also want to see certain things happening with your website.

On-Page Optimization

If you inquire with us about search engine optimization, one of the first things we'll talk about is on-page optimization. On-page optimization is the process of optimizing your website for better rankings. If your website is not both search engine and user friendly, you can watch your bank account diminish greatly in no time at all. Simply because you're going to be wasting money on a site Google does not like, and if Google does not like your website, chances are it's going to be hard for them to rank it high.

Google ranks websites based on the relevancy to the users search and the success the user had on the website, so Google uses question such as:

1) Is this site the best possible website we can show visitors when searching for this phrase?
2) When this user landed on this website, did they get the information they needed?

Over the last ten years or so we have developed and have been constantly tweaking an on-page checklist that really allows us to make sure that every nook and cranny of the website is fully optimized for when visitors start coming in (as a result of the off-page optimization), and for Google to see you have an up-to-date relevant website.

Some of the items on this checklist are:

• Is there a sitemap?
• Is the code validated?
• Is the content updated frequently?
• Is there a clear path to other sections on the website?
• Do the META tags accurately describe each page?
   

Off-Page Optimization

Making sure your website is ready to go is definitely step one. Step two would be to take this website and bring credible exposure to it throughout the web. There are many factors that Google looks at to try to determine a sites credibility. Some of these factors are nothing you can control. Length and frequency of users visits and history of the domain are factors you are not going to be able to have immediate control over.

However, luckily for you, there are many factors that Google takes into account that you can control. These are the different techniques we use over the course of time to establish better rankings. In case you missed it or looked over it, I said over the course of time.

Many companies, including ourselves, will not take on search engine optimization for anything less than a 12 month commitment. This is because to do it the right way, it takes time. Be aware of companies that promise page 1 listings in 30 days. Chances are they are using highly-spammy techniques, which can result in you losing those rankings just as fast as you got them, IF Google doesn't see what was done and blacklist you from Google (talk about a nightmare).

The on-going techniques we use over the course of time to achieve higher rankings are, and by all means are not limited to:

• Increased back links
• Article submissions
• Social bookmarking
• Directory submissions
• Social media optimization

Many search engine optimization techniques are not hard to complete, however require a lot of careful planning and thought-out logic to execute in a way that doesn't set you up to fail or waste your time. For example,  many companies try to increase the number of back-links to their site themselves. The problem is unless these back links are coming from a site with a high page rank, they are useless.

Search engine optimization requires a lot of strategic planning, logic, and expertise. Having seen so many people waste large amounts of time and money, I would highly recommend consulting and hiring a company that puts a strong focus on long-term results, and doesn't use short-term spammy techniques or has a get rich quick mindset. I would also recommend turning to natural search engine optimization, such as describe above, instead of other advertising revenues such as PayPerClick campaigns, yellow page listings, etc.

Basch Solutions, LLC has been helping clients achieve page 1 results with Search Engine Optimization in Rochester, NY since 1999. If you would like to setup a free consultation, shoot us a message, or call us today!