C@PSTONE Signature Solutions Digital Solutions

Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and other search engines

SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. SEO is typically a set of “white hat” best practices that webmasters and Web content producers follow to help them achieve a better ranking in search engine results. (source “Webopedia”)

Brand architects that value long term results, value the benefit that White Hat SEO strategies can provide in helping to build their brands online. Good SEO strategies work to help drive organic traffic to your website.

Three basic SEO tactics to help improve organic search rankings:

1) Relevant content for your targeted customer base:
a. Run a keyword search to understand what customers are searching for
b. Develop content that utilizes learnings from your key word search
c. Use imagery, audio and video to add interest and value
d. Update content to be in sync with trends and seasons. I.e. if you are a gift store
 you want to talk about “Christmas Gifts” at Christmas, not just “Gifts”.
e. Put your most relevant/important content at the top of the page. Google searches 
 pages top to bottom, and may not make its way to the bottom of the page.
(read our “Content is King” article for more information)

2) Link building:
a. Add links to relevant content, sources and reference materials in your website. 
 Don’t be concerned about linking someone off your site to another property. If you assisted in their quest for information, chances are high they will
 remember you and come back or add a link from their site to yours. To encourage
 your visitors to increase the amount of time on your site, always open links in new
 tabs or windows.
b. Include internal links on your website, to aid visitors in moving to important content and to give search engines a clear pathway to information that matters.
c. Solicit link building to your site, ask industry partners, clients, suppliers, friends and 
 others to link to content you have placed on your website. The more links you have
 to your website, the more value search engines will place on your site.

3) Update content regularly:
a. Establish a consistent update schedule for your website content.
b. Consider adding a Social Media feed to help constantly supply new and fresh
 content, check out “Feed them Social”, from Slick ReMiix.
c. A blog or a “Frequently Asked Questions” section can be a good way to attract 
 Search Engine as well as customer attention. Become viewed as a source of good,
 quality information for topics relevant to your industry.
d. Add photos that are relevant to your content.
e. Use video blogs or tutorials to expand your message and build credibility with
 potential clients. Social Media expert Gary Vaynerchuk is a master of using video and 
 social media to drive his business. The team at WebIntegrity.com uses their 
“WordPress Wednesdays” video tutorials to build credibility as an expert, educate 
 customers on their services and attract attention to their business.

Practice good SEO strategies; consistently, and you will see your traffic and business grow!

Learn more about SEO:
Visibility Magazine: http://www.visibilitymagazine.com/
Search Engine Land: “http://searchengineland.com/”>http://searchengineland.com/
Entrepreneur Magazine: https://www.entrepreneur.com/article/285258

Steve Brinkey
C@PSTONE Signature Solutions

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