Although most SMBs today are aware of the art and science of search engine optimization, very few realize how to go about it for best results and what all must be avoided in the process.
For instance, everyone concerned is aware that keywords are at the heart of SEO. Search engines cannot be what they are without them. Selecting the right keywords is so critical, not doing it right can bring about some very serious consequences. Finding keyword variations that are likely to be used by searchers is the thing that very few SEO professionals are really sure about. How to find variations that will be used by your target audience is an art that I will discuss some other time. For now, just remember that the idea is to focus on what could prospective customers want and how they would describe it to the search engine they use.
The other thing many SEO professionals do not quite understand is making the web page keyword focused. How often does one see pages that you can call “SEOed” pages? Blindly stuffing your pages with keywords does not get a page optimized. That’s the reason why some seasoned professionals will ask you to first optimize the page for human surfers who scan your web pages and then make arrangements for the crawlers.
Blogs are yet another SEO instrument that, if used judiciously, can yield great results. Often, corporate blogs do not display the comments that come in from genuine online readers. These comments are critical to the working of your content. They are feedback that indicates that everything is going like clockwork or haywire with your search engine optimization strategy. Without such feedback, you are merely firing in the pitch black.
There is one more aspect of a respectable SEO strategy that I will focus on at a later date – measurement and tracking for the SEO effort. I’ll just mention now that interpretation of the results of the SEO work done requires a keen sense of not just the search engines but the entire semantic and technological ethos that search engines base their results on.
Despite warnings as intimidating as the Google Panda update and the changing algorithms, not all businesses have quite woken up to the fact that search engine optimized content is what powers their online presence.
The sooner they do, the better.