In today’s busy, overcrowded marketplace, even the smallest of businesses are finding that they need to have an online presence to keep up with the competition. There are website building tools readily available and creating a basic site is relatively straightforward; indeed many of the websites that supply this service also provide dedicated assistance, meaning a site can be up and running in no time at all.
Unfortunately, the very fact that every man and his dog seems to be connected to the internet means that getting yourself known, or more to the point, actually seen, requires additional workload. You may be streets ahead of your competitors when it comes to the goods or service you offer, but if they are way above you in the Search Engines then potential customers/clients will never know.
Traffic is what counts online and you are not going to see much, if any at all, if your site is dozens of pages down the list when a search is made for your skill/product/service etc. Emphasis should be to try and get your site a top 10, or at least a top 20 ranking. Few people can be bothered to search beyond the first 2 or 3 pages of results, so this is where search engine optimization, or SEO as it is more commonly referred to, comes into play to help your site gain an edge.
This basically involves the identification of crucial words or phrases, referred to as keywords. This is where a SEO expert can help enormously. They understand what it is that the Search Engines are looking for and are able to conduct an analysis of the most searched for words in your particular field and then strategically place those words into the website.
They will determine both primary and secondary keywords/phrases to use, but additionally they need to adhere to density levels imposed by the engines, meaning just the right amount of these words need to be inserted. Not enough then it will not have the desired effect and positional changes will be minimal; too many and the chances are the Search Engine will issue a ranking penalty and you could find yourself in a worst place than before.
The SEO expert can make the content of your site deliver the right message to both the potential customers and crucially, the Search Engines too. After all, these engines want to provide the best possible service to the public browsing for a specific topic. To do this they have systems in place that scan and crawl across all platforms to best understand what a site offers and if it can see the right number of references to a precise word within your site, it will rank and place it accordingly.
The expert might also build off-page links and social signals, such as likes and shares. They recognize that quality content can get shared around by influential bodies, so with the correct amount of SEO, your site can rapidly climb in the rankings. With any website, content is hugely significant, and with the correct amount of optimization interspersed, then the site can be in the top ten in no time.
