Frequently Asked Questions About SEO
What is Search Engine Optimization?
Search engine optimization (SEO) is a process considered to be both an art and a science that is used to achieve high rankings in leading search engines, such as Google.
What is the “process” of getting my Web site ranked higher?
Some of the factors that affect high rankings include, but are certainly not limited to the following:
1. Writing content that incorporates the most prominent concepts of your business, company, and site.
To do this, you need to use “keywords,” or words or phrases that an Internet user types into a search engine’s query box to find information on a specific topic. For example: If you are looking for a plumber in Sarasota, you would probably enter “Sarasota plumber.”
Now, let’s say that you are a plumber in Sarasota. It would be important to have the phrase “Sarasota plumber” somewhere on your Web site so the search engines and visitors can easily find you.
2. Obtaining links from companies’ sites that have a customer base similar to yours
Search engines currently place an important emphasis on links. They specifically look for the quality of Web sites that link to your Web site.
For example, if you owned a plumbing company in Sarasota, it would be profitable if the best septic company in Sarasota established a link from their Web site to yours. By doing this, you’re getting a high-quality link from a reputable company that is similar to your company but not in direct competition with it. Obtaining high-quality links from reputable businesses and directories will build your credibility with the search engines, resulting in a higher ranking and more targeted traffic.
Do search engines consider some links more “authoritative” than others?
Absolutely. Ideally you want to establish one-way, inbound links with sites that are related to your site and that are also highly ranked. You also want to look for “whitelisted” sites, such as educational (.edu) and government (.gov) entities, whenever possible. Links from these sites are not easy to acquire, but they can greatly increase your credibility with the search engines.
How do search engines even find my Web site?
The search engines use software programs called “spiders” that “crawl” the Web all day, looking for pages to index. There are two ways the search engine spiders find you:
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The first and best way is through links from other Web sites to yours because the search engines view links as “votes” for your site. The more links going to your site, the more opportunities the spiders have to find you and the more credible your site may appear to the search engines.
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The second way for a spider to find your website is by submitting it to the search engines. This option is not always as fast as having the spiders find you through links, but we still recommend you submit your site to ensure that the spiders have two ways to find you.
What about programs that submit my site to 100 gazillion search engines?
According to recent search engine studies, 97 percent of all search engine traffic comes through Google, Yahoo, MSN, and Ask.com.i That means that the rest of the search engines only account for 3 percent of the market. Once you are ranked by the leading search engines, all of the other search engines should find and rank your Web site as well.
Any good search engine can find your site without it being submitted; you just need to have a few good links coming to your Web site.
What exactly do search engines look for when ranking sites and pages?
Search engines consider hundreds of variables when designing the software programs (which are also known as algorithms) that will help them rank your site or page. The search engines highly guard these variables and improve them on a regular basis.
Here are just a few of the 100 or more variables search engines might use to rank a site:
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Length of time a domain name has been registered—Some search engines don’t like to rank new Web sites because they believe a Web site should prove itself for a certain period of time before achieving a good ranking.
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The last time the content was updated—Search engines prefer Web sites that are updated on a regular basis, as this provides fresh content to their users.
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Ethical considerations—At Smith SEO we believe that good rankings can be achieved through ethical optimization tactics.
Is it possible to “trick” search engines into thinking a Web site or Web page is better than it really is?
While effective SEO can be accomplished through ethical, straightforward methods, some Webmasters feel they must rely on deception in an attempt to manipulate search algorithms to achieve a higher ranking. This is referred to as “spamming” or “spamdexing,” and almost always results in penalties or even censure by the search engines.
Unethical manipulation of a Web site or page can include:
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META tags filled with irrelevant or repeated words, which is commonly known as “keyword stuffing”
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Duplicate content, or having the same content on multiple pages, when it is irrelevant or unnecessary.
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Exaggerated or emphasized text—too small, all capitalization, bold, or italic—used inappropriately
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Hiding text and/or links
What are some good keywords or keyword phrases I might use?
Take a very close look at what your leading competitors are doing with their sites. It is especially important to study the keywords they have chosen. In addition, top SEO’s use keyword research tools such as Wordtracker to find good keywords that have minimal competition.
Will my content and or design need to be modified to achieve high rankings?
It is always our goal to make minimal changes to the content and code of your Web site while performing our SEO services. We also do not make any changes to the actual design of the Web site as that has little to do with how your site gets ranked in the major search engines.
How important is my HTML code?
HTML coding is critically important. Code that is filled with errors and/or extra code will make it difficult for the search engines’ “spiders” to crawl your Web site. All Web sites should follow the World Wide Web Consortium’s (W3C) regulations and guidelines. To determine if your site is compliant with the W3C, go to http://validator.w3.org/.
How do I establish links?
Here are some suggestions on different ways to acquire quality links for your Web site:
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Submit your Web site to directories. Recommended directories include:
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Write articles about your industry, product, or service for publication on other Web sites in exchange for a link back to your site.
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Offer discounts on your products and services to students and faculty in order to establish links on Student Web pages.
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Send press releases about your business or organization to community newspapers and your local media.
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Use blogs and chat forums.
How much does SEO cost?
Search engine optimization is reasonably priced in comparison with other advertising options, such as radio, newspaper, and print advertising. A phone consultation with our founder Gerrid Smith will help you better understand SEO and determine if it is right for your business or organization.
What’s my next step to learn more?
We invite you to complete our Free Consultation form. Gerrid Smith, the founder of Smith SEO, will schedule an appointment with you to discuss how SEO can position your business or organization well ahead of your competitors in local search results while creating increased traffic and greater profit potential for your Web site.
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i comScore, May 2006