Search engine optimization is exactly what the name suggests: the process of making a page or website search engine friendly. In this way, you are able to create traffic from “organic” or “natural” search results on search engines (i.e. the ones that are not paid for to appear as suggestions). When you search for something, a search engine will present the results based on how relevant it is to what you searched for. Since this is a free process, a typical way of getting more traffic from search engines is to optimize a piece of work, a website, or a page in order to appear further up amongst the search results. Every business, especially the local ones, should be looking into taking advantage of search engine optimization. Manicmetrics.com is a great SEO company that specializes in online marketing for lawyers. If your law firm is in need of some marketing online, then you should check out their website to see what they have to offer.
SEO is becoming an increasingly important part of digital marketing due to cost-effectiveness and the opportunity to reach a much broader audience than perhaps the traditional routes of advertising and marketing would. The way to appeal to a search engine is not simply to have a page with the right and relevant words. In fact, there are hundreds of factors that decide the relevance of your page to a certain search. One factor that is highly taken into consideration when a search engine determines relevance and quality is popularity. Indeed, it seems that everything is a popularity contest, and the Internet is no exception. It is assumed that the more attention a page gets, the more value it must have due to its appeal. Mathematical equations known as algorithms are used to sort out the most relevant and popular sites in order to determine its quality.
Other than popularity, relevance is measured by a number of factors that can be manually improved upon for increased chances to be ranked high. Firstly, your most important page content should be in HTML text format since images, flash files, and other non-text content are usually not taken into consideration. If you place words and phrases into your page’s HTML text, you have a bigger chance of being noticed. If you want to take it a bit further, you can give non-textual content alt attributes in your HTML text, which gives search engines text descriptions for otherwise non-recognizable content. You can also provide transcripts for audio and video content if they are relevant for the search engine to pick up on. In order to get a better understanding of what you should improve on, try to put yourself in the search engine’s shoes. You cannot be sure that the information on your page can be indexed until you see what it is that the search engines see. Use tools such as Google’s SEO-browser.com in order to see what elements of your page are being indexed and considered by search engines. Websites build on Flash will provide barely any information to search engines, which proves the importance of HTML text!
Even though you may have improved upon SEO, there is a big difference between attracting visitors and attracting the right visitors. This is where keyword search comes in: it can predict shifts in demand, respond to changing market conditions and help you produce the content and products that are being sought. It would help you to know the answers to questions such as what searches are most popular right now, what searches are resulting in page visitors to your specific page, and what searches within your field are most popular (and thus in demand). You can use keyword research tools in order to get ahold of this information. Another great tool to use is Google’s Adwords Keyword Planner. It will suggest keywords as well as provide an estimated search volume.
Search engine optimization is not the only important digital marketing tool, however it may be the most effective one. Do not forget about the importance of social media as a way to reach out to your target market. It is important to not simply use this as a constant promotional platform: it’s not about you; it’s about your customer! Try to catch your followers’ interest and casually mix in promotions in a way that is engaging. If you want more attention and a place to advertise, do not underestimate the power of paid advertising.
For a high rank, it is important to create an experience that is satisfactory to your page visitors or clients. Client loyalty and high return rates are your safest bets for a consistent audience. The quality of your content is what will make sure people continue using your website or business again the next time they need something within your field, rather than using Google to find another competitor. Though the Internet has made exposure easier and cheaper than ever, it still requires the right amount of work and dedication that should not be underestimated. If there is an easy and effective digital marketing strategy, you should expect to have active competition.