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The_SEO_Journey
| The SEO Journey:
Working in the fast-paced search engine marketing industry, I
have often been faced with the question: “Where exactly does SEO
fit into web site development?”
The relevance of SEO cannot be overestimated. Increasingly,
webmasters and site owners alike are beginning to realize the
importance of optimizing a site to increase rankings on search
engine results pages (SERPs). However, they are not always sure
how to go about this.
The Growing Importance of SEO:
A few years ago, web sites were created with the goal in mind of
bringing companies closer to their clients, i.e. their target
market. As the popularity of search engines grew, the number of
web sites being created increased alongside. During this
process, webmasters and site owners began to realize how
important it was to get that all-important competitive edge by
reaching the ideal top 20 positions on SERPs. Thus the battle
for the top 10 positions ensued.
With this was born the need for people to find and understand a
method of constantly reaching those positions. In the case of
SEO, the techniques which evolved can be divided into “good
guys” and “bad guys” (the proverbial “white hat” SEO and “black
hat SEO”, respectively.) Of course, some SEOs evolved into more
shades of black than others, finding techniques to “outsmart”
the spiders, while others remained true to developing
content-relevant sites aimed at users rather than the spiders,
while still attaining those sought-after top positions. (But
that is a topic for another day.)
Although the black-hats may differ from my opinion here, SEO is
no quick fix to propel a site into high-ranking top positions.
SEO and usability go hand in hand. Target search engines and
searchers at the same time by writing good, relevant, converting
content. Map your site well with internal links to related
sections. In so doing, you will provide your browsers with
easy-to-follow navigation and simultaneously help spiders to
index your site. Achieving a well-balanced site is a tedious
journey, but when implemented correctly, may produce long-term
stable results that will drive your site to top positions and
increase your conversions.
Know your territory.
If you want to experience something fully, you have to be
prepared for it. You have to research what you need, from the
most basic needs through to the finest details. I have been
privileged enough to experience the wonders of an African
safari. Before the journey, one knows to pack comfortable bush
clothes. One also knows that you’re not going to need high heels
or suits in the bush. It’s the basics that count: jeans,
sneakers and t-shirts.
When you go out on a game drive, what keeps you at ease amongst
lion, leopard, elephant and buffalo is the fact that firstly,
you know you’re in a Land Rover, driven by an experienced safari
guide, and secondly, that if it comes to it, there’s a trusty
rifle in the back seat.
The lessons illustrated by this analogy are: research your
territory, be prepared, dispense with what is unnecessary and
remember that the basics count most of all.
To take the analogy further, launching a web site is not unlike
going on safari. Before sending it on its journey to the World
Wide Web, you need to pack it full of the things you know it’s
going to need. Start with the basics.
•Know the territory. oWhat is the industry which you are
entering? •Know the climate. oHow competitive are your
competitors? oDoes it call for additional optimization methods
such as PPC? •Know the predators. oResearch your competition.
Who’s going to be out there with you? oAre they well prepared?
Scrutinize the optimization fluctuation of their web sites.
•Choose a suitcase. oEnsure the SEO strategy is developed around
the technology you choose to develop the site. Flash, Javascript
and dynamic sites’ strategies may vary from conventional
“straightforward” html web sites. •Pack accordingly. oThe site’s
clothes are the copy and design elements. Ensure both are
enticing, convincing and relevant, and that they flow with the
general theme of the site. oEnsure your key-phrase fluctuation
is relevant to the page content and does not deter from the
natural flow of the copy. •Be vigilant. oRegularly check your
site’s key-phrase ranking and follow-up on your competitors to
see if they have made any changes to their strategy. •Adapt. oIn
an ever-changing, fast-paced environment, it is crucial that
SEOs are able to adapt their style to the most relevant
optimization requirement for the intended market.
SEO is a crucial element throughout the life cycle of a web
site. Its roots are firmly planted from the site conception to
the launch, and tenderly keep it stable throughout its life.
The only question remaining is: “If you choose to call in the
experts, should you do this before or after the fact?”
Choose your guide:
Search Engine Optimization (SEO) consultants can be called upon
at any time during the production of a site. It is preferable,
however, to include them in the process as early as possible to
ensure that your site is as prepared as possible for the journey
ahead.
When you go out on a game drive, you have one of two options –
either you drive yourself, or you choose to drive with a guide.
You may end up driving along the same path, but the guide knows
the territory best. They know where to look for the footprints
and may often find the leopard hidden in the tree that you may
not have found.
SEO is much the same. You may choose to self-optimize your site
or to consult a professional. You may achieve a similar result,
but the expert will know which potholes to look out for.
The journey ahead:
Whether you choose to self-optimize your web site or call on an
expert, the sooner you begin planning your SEO strategy, the
better. Whichever option you choose, send your site to the World
Wide Web prepared. By keeping the basics in mind and commencing
your SEO strategy early, you’ll ensure that the end result is a
web site that is easy to find by clients and search engine
spiders alike. It will not only speak to your target market, but
be loved by search engine spiders. Enjoy your journey.
Preparation will only improve the ride.
About the author:
Christine Stander is a professional search engine optimisation
and online marketing strategist with experience in many facets
of search marketing, user behaviour analysis and brand
management. For more information please refer to:
http://www.altersage.com
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