Search Engine Optimization Help

Internet Search Engine Optimization (aka SEO) is the process of helping search engines, web content , and web searchers all find agreement with one another. The worst thing that can happen when people use the search engines to find your products or services is that your site doesn’t come up on page one or two in Google, Yahoo Search or Bing. The underlined links below point to authoritative evidence proving each statement. I urge you to click on them.

With 80 percent of the adult population in the USA now using the internet, you literally have millions of good reasons to optimize your business Web site. To reach even a fraction of potential customers you need a well-designed site optimized for the search engines and written to promote your specific products and services in such a way that they sell. This is done through web analytics. Web analytics is the scientific analysis of relevant data gathered from your site about who comes to your site, from where, for what, at what time (of day, week, month, year – part of overall trend tracking), and tracking them for measurable goals from arrival, to sign-up, to emailing you, or purchasing from you.

  • Big company or small makes no difference to the shopper. 
  • With a web site you get global exposure.
  • You will increase your overall sales revenue with increased Web related purchases. 
  • You will reduce Web related customer acquisition costs by 50% with reduced service costs (Acquiring customers online costs less than one-half of the cost of acquiring customers in other channels).

Research Results – You Be The Judge:

Companies that spend money on marketing during a recession tend to benefit most but Cutting Advertising During Recession is Not an Option. Search Engine Optimization (when looked at as a part of your annual Marketing and Advertising budget) is cheaper and more trusted than other forms of marketing. Did you know that Florida is directly behind New York in Gross State Product? This means that the opportunity to outstrip the competition is sitting right there in the open to reach 80% of the people in the places they frequent most. Local sites, news and searches – online advertising that the small business competition is only investing 3% of its advertising budget in! (NewsWeek)

Meanwhile, “Internet advertising hit $99 billion in 2012, representing a 16.2 percent increase over the previous year and accounting for 19.5 percent of all global measured advertising expenditures, according to a new report from GroupM. …The study also predicted that in 2013 digital advertising spending will reach $113.5 billion globally, 14.6 percent more than 2012. The figure represents more than 21 percent of all measured advertising investment. In the 2013 forecast, North America once again ranks first with an estimated $42.8 billion in digital ad spend; Asia-Pacific follows with $36.8 billion, followed by Western Europe with $26.6 billion.” ~GroupM Press Release

Did you know that two of the most highly trusted forms of “advertising” are directly related to your own Web site? People ready to spend their money today are wary and don’t spend unless they have to – or know with some certainty that they’re dealing with someone reputable. Your Web site is that thing of trust in at least two very important ways. Here are the percentages of trust people have toward varying sources of information:

  • Email from people you know: 77%
  • Consumer Product Ratings/Reviews: 60%
  • Portals/Search Engines: 50%
  • Yellow Pages (not online): 48%
  • Print Newspapers: 46%
  • Social Networking Site Profiles from people you know: 43%
  • Print Magazines: 39%
  • Radio: 39%
  • Online Content Sites (NYTimes.com, CNET, iVillage): 39%
  • TV: 38%
  • Wiki’s (eg Wikipedia): 33%
  • Email from a company or Brand: 28%
  • Direct Mail: 25%
  • Message Board posts: 21%
  • Online Classifieds: 20%
  • Personal Blog: 18%
  • Social Networking Site Profiles from a company or brand: 18%
  • Company Blog: 16%

(The Base of This Survey: US online adults who use each type of content. *Trust is defined as a 4 or 5 on a scale from 1 [don’t trust at all] to 5 [trust completely]. Source: North American Technographics Media And Marketing Online Survey, Q2 2008. Source Forrester Research Inc.)

Two of the top three numbers above are related directly to your Web site. Number three is getting your site found on pages one, two or three of Google, and number one is getting your site emailed to someone else by someone who found it in Google or has done business with you before. They beat everything else except product reviews like Consumer Reports Magazine. The internet opens up the kinds of business opportunities that were unthinkable a decade ago. People now think globally.

You can sell and ship products across state lines as easily as you to the next county and now more than ever, small businesses not making a million dollars in sales online are at a distinct advantage because of the new Internet Tax law proposal “The legislation would allow states to force online retailers with more than $1 million in annual out-of-state sales to collect sales taxes from all customers and remit those taxes back to state and local governments. States would have to provide software to help calculate the taxes for thousands of jurisdictions.” This (if it passes now in Congress or later when it is re-introduced) will help level the playing field for smaller online businesses and local Brick & Mortar stores by bringing in more sales as prices look better to end consumers. But online advertising & marketing (SEO is considered part of your web-development/advertising cost) is what is going to bring people to your pages, not declining readership newspaper ads.

The most important two goals to achieve are: 1) to be found by target matching potential customers as quickly and as often as possible, and 2) to have a highly functional site that works like an efficient piece of software so clients who visit your site to purchase can do so quickly and trouble free when using it to make purchases. It needs to be cleanly and logically laid out in such a way that they can place an order, phone for a consultation, fill out a form asking for a quote, email you for more information, click a button to get directions and a map, have a search button so they can get to the exact product they are looking for without wasting time looking all over the place, or so they can sign up for a monthly newsletter quickly, if that’s what they want. In other words it has to be laid out well from the start using verified information from multiple disciplines (SEO, Marketing, Graphics, Psychology) and interactive between the SEO and site visitors (through analytics) so there can can be enough diverse “data dialogue” the SEO can use to improve numbers and direction “continually upward and forward” throughout the site’s most important indexed areas – buy, call, get a quote, sign up for something, quickly search and find exactly what they want, or any number of other things. Brooksville Computer’s brand of Search Engine Optimization does just that.

Where money is being spent on online advertising, money is also being spent on Search Engine Optimization. In cases where you see pay per click ads, you can bet money is being invested in search engine optimization. Where you see no pay per click advertising by your competition, the good news is that with my special brand of Brooksville Computer’s SEO focus on conversion and transaction rate increases and not simply page ranking for more terms you can beat the competition by optimizing actions and gain market share. My SEO work is all about data empowerment and client re-education. The more you know about search engine optimization and understand that analytics is there to tell you what actually works (or doesn’t work) based on hard numbers and A/B testing. Such information is what informs the mathematical / financial side of your brain to why your site may actually work better even though it may not strictly conform to your own personal “minority of one” aesthetic or emotional standards of what you alone think will or will not work.

Based on Site Analytics, SEOs know that only 15% to 25% of people visiting a Web site are there to make a purchase. Thus, based upon that percentage15 to 25 purchases per day would represent an adjusted 100% transaction rate as the other 75% to 85% aren’t there for shopping. But that’s not good enough. If you’re pulling in 75% to 85% of people searching only for information then your bounce rate is going to be high. So “too many visitors” to a site isn’t good, most particularly if they’re expecting to find one thing but are finding something else not quite right instead! To increase ranking and bring in higher conversion rates at the same time you need to continue optimization to bring down the total number of visits – something which sounds counter intuitive but isn’t. Once your site starts to rank HARD for terms (fewer bounces and more conversions and transactions) Google knows it has a winner and you start showing up for more related terms.

“In a recession, it’s harder to gain new customers, to convince existing customers to buy more, and to win back customers who have left. So companies often need to be spending more money, not less. They just need to be smart about it.” – Dr. Sharan Jagpal, of Rutgers University

“With media rates softening and competitors sitting tight and cutting their marketing budgets, an aggressive business can experience great strides in a recession.” – The Spokane Journal of Business

How is Web site Optimization Done?

SEO optimization is done through both on-site and off-site methods. I’ll explain part of what most people understand which is the on-site portion for how to improve search engine rankings using Google’s Keyword Tool normally associated with Pay Per Click Marketing, but which we are going to use to find free key terms you can use. The first step in website optimization is to carefully choose the terms for which you want top search engine placement. You should think about this for some time and search the internet for seo tips and search engine secrets revealed on good sites similar to my own. By doing a little research before hiring an SEO consultant to perform any web page optimization you can get better search engine positioning results by knowing where you need to focus to increase search engine ranking. The actual results of what position a page shows up in Google or other search engines depends both on how tough the keyword or phrase is to optimize for, and how good your SEO is.

SEOs use a lot of search engine traffic tools, free as well as paid all to increase search engine ranking and website positioning based on keyword research

Effective Internet advertising relies upon optimization for your ads to be successfully located by total strangers looking for your products in your area.

Good Florida to NYC SEO companies improve search engine ranking in many other ways than just keywords – dozens or even hundreds of changes to server end hidden system files tweak and advance your site position in ways which could mean the difference between your web site ranking on page fourteen or page one. Search engine marketing companies (those that both optimize for the search engines and understand that visitors are also expected to take action once they arrive at your site) work to improve your optimization and website ranking as well as increase your conversion rate.

Another area of major importance is content creation – adding to your site over time helps keep the search engines happily re-indexing your site and keeps them coming back more frequently. Blogs are an excellent way to start maximizing content slowly over time on a do it yourself basis without having to spend tens or hundreds of thousands a year on web development to grow your site. While company blogs tend not to have particularly high levels of trust in general, each blog is different, and having both a Web site and a blog to interact with clients leaving comments is excellent for public relations.

Click Here to read part two of Search Engine Optimization and Search Engine Marketing
Make your payments easily online direct – It’s quick, safe and easier than filling out a check and going through the mail. Your receipt will be emailed to you for your records and contain the exactly worded description of the services you need for business tax purposes so you can write them off as legitimate advertising expenses.


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Just like the one I have playing Aaron Wall’s SEOBook interview above
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