We live in a digital world where most people turn to the internet on their phone and their computers in order to find products, services and information. If you are a small business, this is directly relevant to how your customers find your business. You could have the most amazing web site ever built. One that you spent thousands of dollars on to create a unique experience for your users, but if it is not optimized for search engines, then no one will ever be able to find it.
Search engine optimization is the process of making a web page more readable by search engine giants like Google, Bing and Yahoo!. In doing so, you allow your web pages to be found more easily by these search engines which translates to more people that are able to find your product or service. Search engine optimization can happen both within the bounds of your website (on-site optimization) as well as on other sites with links and information that references or points to your site (off-site optimization). Both are important and relevant when you’re trying to drive search engines and thus users to your website.
Search engines create complex algorithms to try and guess your site’s relevance to a keyword and to the web community as a whole. These algorithms are based on human behaviors and perceptions that are very similar to how people determine the value or relevance of a business in our own communities offline. Links from other web pages that contain similar content to yours help your case because it indicates to the search engine that someone else thinks your content is worthy of their traffic. Content that you write in large bolded text (like a newspaper headline) are read by search engines to be more important than the smaller body text because it assumes you’re summarizing what the content is about. There are millions of little detailed rules that determine your traffic worthiness and thus how likely you are to show up on google’s top ten list for the term “French Bakery” or “Auto Detailing” — whatever the nature of your business may be.
Like any dense system, there are tips and tricks to maximize your search engine exposure by leveraging the right keywords, the right content, and the right site structure. It takes a trained professional to be able to play by the rules and also know which ones you can bend and break.
We have years experience doing this for small businesses so that you can be found in the communities that matter. Whether it’s important for you to be found by a community of people searching for your content all over the world, or whether you want to be the top of the list when someone searches for a sandwich shop in Bethesda, Md., we can help you get noticed.