Search optimization is a very important aspect of web site development, because it connects people who are interested in your services (potential customers) to your web site.
Keyword Research
It is best to do keyword research before a site is designed (or redesigned), because if you do it first, your site will end up far superior to what it would have been otherwise. The keywords your potential customers type into Google are called target keywords. However, keyword research is just the beginning of what is required to make your site easy to find online.
Landing Page Organization
You will want to categorize your site’s content based on your target keywords. While it is usually easier to design a site based on what the company thinks is best, it is far more rewarding to present to your potential customers a site dedicated to answering their questions. This is done by creating pages on your site, called landing pages, which target the keywords your potential customers are typing in. The more interesting these landing pages are to your potential customers, the better. Good landing pages help “convert” them from a potential customer to a customer.
Users who type in your targeted keywords will click directly onto your landing pages from Google, rather than to your site’s home page. This helps these users more quickly understand that you offer the products and/or services they are interested in.
Code Optimization
There are specific guidelines to follow when setting up your web site’s code. These guidelines make it easy for Google to “read” your web site, which makes it more likely your web site will rank higher in search results for the keywords you target. Code optimization means changing the URLs, underlying HTML, and page design on your site to match these guidelines.
Site and Search Monitoring
After your pages are ready for prime time, your site is still not done. Sites that need to continually perform well in search results require regular monitoring. It’s like playing “King of the Hill.” If you are on top, your competition will be regularly trying to move you down and someone needs to monitor your standings. If you are aiming for the top, your site will continually need to be tweaked to improve your search standings - and someone needs monitor your standings. Because of this, you will want to have someone continually work on search optimization.
Online Marketing
People who are trying to find your services are all over the Internet; they often go to different places online to find someone who offers your services. Because of this, it’s important that you have someone try to find all of these places and try to get links to your site. Some links are merely requested, and others cost money. Whether you have a small marketing budget or a large one, it’s important to put the time and effort into regularly marketing over the internet.