What is SEO Search Engine Optimization and how does it work?

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What Is SEO / Search Engine Optimization? and how its work?
Want to learn how to drive more traffic to your website? Learn about the basics of SEO, or Search Engine Optimization, and how it can take your website to the next level!
Search engines have two major functions: crawling and building an index, and providing search users with a ranked list of the websites they’ve determined are the most relevant.

How SEO Works…
Although the Search Engines are continuously refining how they rank web pages, there remain two key elements that are the foundation for successful Page 1 result…

Onsite – your content and website infrastructure
targeting the best keyword clusters
matching existing content to target specific keyword clusters
creating new content to target specific keyword clusters
having the best website infrastructure and architecture
Offsite – how your website is referred to from other online sources
developing a profile of high quality, on-theme incoming links
having a relevant and active social media presence
creating citations (non-linking references) about you
at least half of your SEO outcomes are influenced by elements outside your direct control
…and everything else is about strategy, techniques, tactics and finesse – the Search Engines look at over 200 “signals” when evaluating web pages, and every year they add over 400 refinements – so a key part of our job is keeping your website at the leading edge…because we do really know how SEO works!

Keyword Research
Every day 25% of the search terms the Search Engines see, they have never seen before. So, we focus on creating what we call “keyword clusters” – groups of keyword phrases focused around high volume “core” keyword phrases. For example, a core keyword phrase might be “accommodation” and that cluster may include “accommodation New York”, “luxury accommodation” and “boutique accommodation”. Using the latest SEO tools and software, it is our job to find you the optimum balance in your keyword phrase list to be targeted, that delivers the best ROI (Return On Investment).

Matching – Existing and New Content
Our approach to Onsite SEO is to try to match one keyword phrase from each keyword cluster to a single page on your website. Typically your home page will be focused on your “gun” keyword phrase and your main navigation pages will target your next most important keyword phrases and so on through your web page hierarchy. Often your website won’t already have web pages to target some of the important keyword phrases you will want to target; in these case we work with you to create new pages to reach these terms.

Offsite Link Profile
In the simplest of terms, a Search Engine sees a link from another website to your website as being like a vote of confidence in your web site. Search Engines believe that if other websites are linking to your web pages, you must have something good to link to and a Search Engine will rate your page that is being linked to more positively.

Today Search Engines take into consideration many additional factors other than just the sheer number of links when evaluating your offsite link profile:

the Reputation or Trust value of sites linking to your web site
the Theme or Relevance of sites linking to you
the “Anchor Text” (the words that the link is embedded behind) in links to your site
Offsite Social Profile
More and more, the Search Engines are starting to consider social media references as important signals about your website and your company in general. It’s not just about having a Facebook page, a Twitter account or a Google Plus page, but also how active you are and in what manner your social media associates refer to you, your company and your website content.

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