SEO Basics in 7 Easy Steps
At Shimmin Design (321Launch.biz’s parent company), we get a lot of inquiries about SEO: What is it? Do I need it?
SEO is built on many levels. It is not something defined in black and white. It is and will always be a moving target. There are many parts to building SEO, and many approaches to building SEO. Here’s how we approach it for the small, local businesses we serve, but this is not the only way.
The first step is the research: researching the market, the competition, the target customer, what keywords and phrases they use most often to find companies like the one in question.
The second step is defining the page title, the page description and keywords for each page of the site. This is sometimes referred to as the meta data.
The third step is writing the copy. Copy should be heavily laden with keywords, yet still be written as copy and doing the job it needs to from a copy perspective, not just an SEO and keyword perspective. Finding a perfect balance is key.
Fourth is tagging the copy, particularly keywords with html tags that let search engines know what is more important than the bulk of the copy. Headings tagged with h tags (h1 through h6) by hierarchy will be weighted by that hierarchy.
Fifth is links. Links in from other sites and links out to sites that relate to the keywords. For example, if a construction company wanted to highlight a product line they use, they could name that product line, then use the name as a link to that site. The more links in and out, the higher the page rank.
Sixth is content. The more content, the heavier the site is weighted with search engines.
Seventh is fresh content. The more current and more regularly content is updated the more heavily the site is weighted with search engines.
There are other elements as well, but these are what we focus on. More than that usually requires the help of an SEO specialty firm and usually isn’t appropriate for small companies that serve a local client base.Written by