Search Engine Optimization

Search Engine Optimization, or SEO, is the most popular service that I offer. I’m great with the technical details. Every website is different. Every business has an optimal strategy for customers to find it online. I’m here to help you reach that.

 

“SEO = Content & Links” – Philip O’Hara

At its core, SEO can still be simplified as development of content and links. A lot of changes have been made to search engines over the past few years. But SEO is still the development of content and links.

 

In case you want to know more, read on. I am happy to explain the technical details to you. Otherwise, just contact me for a website consultation and I can fill you in on the details that are specific to your site.

 

How Does Google Work

In 2012, Google rolled out the Hummingbird update, a major algorithm change with the “Knowledge graph,” which requires entity matching. One of the strong effects of Google’s turn in the direction of structured data is the emphasis on brands. The knowledge panel and “entity matching” around a brand comes from a combination of information from Google Plus accounts, third party structured data websites like Wikipedia or Freebase, and structured markup on the website like schema.

 

On Page SEO Ranking Factors

Given all of the changes with the Google Algorithm, keyword-rich title tags, meta descriptions, h1 tags, content and urls are still very important ranking factors.

Traffic volume and bounce rate are also ranking factors for SEO. It’s important that your website pages be interactive or inspirational, especially since the products have a creative element. A SEO friendly url structure organizes the products in a way that makes sense. Essentially the URLs should not be too long, with no special characters, and not too many deep crawl pages. SEO friendly page structure also needs to interlink product landing pages well, so that when Google crawls the site it can easily access all of the pages. This can be done by adding cross-sell items, popular items, similar items, customers who bought this also bought, or also looked at.

 

Off Site SEO

In the beginning of a site’s life, going after long tail keywords with high search volume will bring in search engine traffic. Ranking for highly competitive keywords is determined by a combination of page authority, domain authority, and keyword strength. This is similar to the old “Page Rank” metric. Domain & page authority are more challenging to acquire because this must mostly happen naturally, and doesn’t happen right away. It requires time to gain a history and “trustworthiness” on the web. According to Moz’s distribution of page authority chart, it becomes exponentially more difficult to make your site rank increase. To build domain authority, it’s important to develop strategic relationships with high value affiliate blog & news sites.