Internet Marketing: Providing SEO for Small Businesses

TeamJEMSU, June 25, 2013

At JEMSU™, our brainstorming is centered around providing comprehensive solutions to the marketing problems of businesses both small and large.  As search engine algorithms evolve to deliver more effective local search results, your business’s website and that website’s search engine optimization (also known as SEO) are going to require careful monitoring and maintenance to ensure you remain visible to online consumers.

If you believe that you can simply construct your website and let it run itself, you are misinformed.  A website is a representation of your business that must evolve to reflect internet marketing trends while remaining true to the business’s original image and vision.SEO & Internet Marketing for Small Business

To properly optimize a website to be search engine-friendly, there are a dynamic set of parameters, tasks and configurations that can affect the way search algorithms ‘read’ your website.

If you follow the Google SEO starter guide, and do a little bit of research into the internet marketing world, you can learn what SEO trends are popular and effective, and what tactics are considered ‘blackhat’ or spam.

At JEMSU™, we insist on utilizing SEO strategies that fall within Google’s guidelines for SEO, while performing a variety of case studies to determine the latest effective search engine optimization tactics beyond what Google offers us.

You may have guessed, but Google does not reveal all of the aspects of their search algorithm.  If they did, it would allow people to ‘cheat the system’ and inflate search engine results pages with manipulated rankings, and the purpose of the search engine would be defeated.  Instead, they created Pay-Per-Click Advertising, a simple and effective system to increase visibility online with paid search engine traffic.

PPC Advertising is highly effective for acheiving speedy placement on search engine results, but unless you rank well in organic search results, it is hard to command a large share of the traffic.  SEO helps you rank well in organic search results, where the Google algorithm determines the rankings as opposed to paying for a clickable advertisement.  JEMSU™ advocates both organic SEO and PPC management for businesses, a multifaceted marketing approach will always be more effective than it’s singularly-targeted counterpart.  It is up to us to study how the changes made to our websites can affect our search engine results, and then replicate those changes for other websites to increase their online visibility and sales.

A search engine functions on an algorithm that assigns pages value and ranking based on a set of broad characteristics.  One of the reasons I am at JEMSU™ is because of my personal interest in trying to determine what these specific characteristics are and how to replicate them across other websites to produce measurable, trackable results.  When we are reviewing a website and preparing to optimize it, there are several simple aspects we can view to immediately determine whether or not the website has bee search engine optimized.

First, we can read the title tag and begin to discern the intended purpose of the website.  SEO experts consider the title tag to be the main descriptive text for a given webpage.  Countless case studies have been performed by SEO firms across the globe solidifying the impact a title tag has on a website’s search engine results.

When a website has a title tag that does not fall within the known best practices for title tag optimization, it is glaringly clear that the website’s owner needs our help.  Over the course of many SEO campaigns, the SEO team at JEMSU™ has set detailed systems in place to optimize title tags across your website to properly reflect your business to search engines.  However, the title tag is only one example of an endless and dynamic list of factors that impact the search engine optimization of your website.

From a developer’s perspective, even the coding on your website must be written properly in order to achieve great rankings.  Title tags, descriptions, META descriptions and robots.txt files are just some of the hang-ups that can impede the effective SEO of a website.  Beyond the coding, content becomes a high priority.  Search engines want to return results that people want to see; if the content on a website is not what a user is expecting, they will ‘bounce’ from that website to find a more suitable result.

If your website achieves positive rankings, but has a high bounce rate, those positive rankings will diminish quickly as search engines view a high bounce rate as an indicator of irrelevance.  To be percieved as relevant for a keyword is half the battle for search engine positions.  The other half of search engine perception is authority.  Does this website have both the relevance and authority to be on the front page of a search for the target keyword?  That is the question search engine algorithms ask whenever they explore your site.  It is also the question you should be asking yourself.  If I searched for one of my target keywords and found my website first, would I be happy, or would I expect something different?  That, my friends, is the essential question of anyone building a website.

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