Search Engine Optimization is the most cost effective way of getting users online.  The cost is low and the results are lasting.  The downside is that it requires constant effort and it takes time to build success.

When people search online, they receive search results consisting of natural search listings and paid placement advertising. Natural search listings appear as the list of web sits that a search engine found, while you can identify paid placement advertising in boxes marked sponsored results. 

Search engine optimization focuses on getting your web site to show up high in the natural search listings. Placing high in the natural search listings will get you more clicks than showing up high in the advertising results and the cost to your business, is your effort. Webtilling focuses on optimizing your search results for both web results and specialized search engines. Google, Yahoo and Bing amongst others provide a variety of search engines, for example:

  • Web search
  • Local or Map search
  • Image search
  • Video search
  • Shopping or Product Search
  • And there are others that may be relevant to your business

Search Engine Optimization works differently based on the search engine you are targeting. We will take a quick look at a few key considerations based on the type of search engine you may be targeting.

How search works

Search engines have a piece of software called a spider that periodically visits your web site and indexes all the content on your site.

When someone is searching for something, the search engine will look into its index and find he content that is most relevant to the search phrase being used.

This brings us to the most important aspect of search engine optimization. There is no substitute for good content, that is relevant to the search terms you would like to show up for. When a spider is indexing content on your site, it gives greater value to finding the search phrase in a headline, than in the general text of a given page.

There are a number of technical considerations that must be taken into account when developing a web site, to make sure that it is clear to the spider what the important phrase at a given page is. Amongst them are, the title of the page, the url of the page, headings on the page and the frequency of the search term of the page.

The aforementioned things will help determine your pages relevancy to the search phrase and the search engine will create a score for your page relative to the search phrase.

Before, presenting the results to a user, the search engine will boost the score for some pages based on their importance on the Internet. Importance on the Internet is highly related to the number of links to your page and the importance of the pages that link to you.

Once all the relevant pages have a final score, they can be presented to users in order of highest score to lowest score.

How Search Engine Optimization works

The process of optimizing for search engines is relatively simple:

  • Keyword Research
  • Build appropriate web site structure
  • Content Creation
  • Link Building

Search Engine Optimization gives you lasting results that give you an advantage over you competition.

Online Tools

Online tools can provide a picture of a thread of your user experience when they are combined.  Here is an example: You are working on getting more users to your web site using Search Engine Optimization (SEO).

  • You start by using a keyword research tool, to determine the popularity of search phrases relevant to your business.
  • You then use a different tool to determine the level of competition for the search phrases you are interested in.
  • You can use yet another tool to determine what content on your current site, is considered most relevant on your site.
  • You can also find out which search phrases are currently showing your site in their results and which search phrases users are clicking on.
  • Lets say you select a search phrase and create content that you want to appear in search result for this given phrase.
  • With the appropriate tools you will know
    • How effective your new page is, i.e. how many users leave it immediately
    • How much time users spend on your page
    • Where they are most likely to go on your site from that page
    • Whether users take actions that you want them to, i.e. what percentage of users landing on the page, bought a product.
    • If you make changes to your page, you will be able to determine whether:
      • More users saw the page in search results
      • More users clicked on the search results
      • More users that came to the page bought a product or took your desired action.

You can continually optimize your business, to gain success over time.  This is why data driven decisions are the key to online success.