SEO for the CEO – Search Engine Optimization Program

Paying for a Search Engine Optimization Program

I know that to a CEO, search engine optimization will either sound like “black magic” or expensive, or more likely, both. So this is written to provide some insight into what you are spending money on, what you should be spending money on and what you shouldn’t.

What is the strategy for SEO?

First, you need to know that 75%-80% of a website’s traffic comes from search engines. And research shows that most people don’t go beyond the first 2 pages of results.

So by not being within the top 20 results and ideally the top 10 results will have a direct impact on your bottom line.

Your company website coming up first when you search for your company name or website doesn’t count. You need to have your site come up when customers are using words for the service or product you provide while they search in Google, Yahoo, Bing or other search engines. In other words, you need to be relevant to what your clients are looking for and making it easy for search engines to know that.

Now what specific tactics are used to advance the strategy?

This is where we look at two different aspects of your website – the on-page – what’s there that a search engine sees or doesn’t see and the off-page – what other sites have to say to the search engines about your site.

What most people don’t know is that even for a 100% fully-optimized site – the on-page factors account for only 20 -30% of the reason why a search engine places a particular site within the results where they do. Which means, the rest it, namely 70 -80% account for the other factors for why sites are in the #1, 2, or 3 spot.

The good news is that most sites are not fully-optimized. The bad news is many established sites have been at this for a long time and they have a large contingent of sites that tells the search engines “this site is an authority about x”.

ON PAGE Factors

So specifically, on-page factors will be all the meta-data that only the search engines see. This means defining what specific keywords you’re wanting to go for overall.

Then there are four (4) specific locations per page that are viewed by the search engines. If you don’t want your head to spin just remember its title, description, URL, and header info. Most webmasters should know what this is – although you would be working with them most likely to refine the information to conform to a format that most search engines consider “expected”. This is not an area to be creative, in other words. Follow instructions.

OFF PAGE Factors

This is an ever increasing range of factors – basically it boils down to other sites linking back to your site. What those sites are and what site search engines believe are authority and relevant information is what constantly increases and changes. So this is where hiring an seo firm can get interesting. There are multiple ethical ways to increase links and most of those require hard work, elbow grease and some degree of imagination.

The amount of time spent on off page factors once the on page factors are in place will most likely be 100% of the time. This would be the the 5th nail, the 6th nail, the 7th nail etc in the house you call your website. Its what gives it search engine sticky goo between the keywords you go for and the search engines (and their bots) coming back to your site.

How long before you see results?

Typically, you will see it bounce around initially once a site is optimized  and it should take about 3 months for it nestle into a settled spot within the natural search results. Whether its for a restuarant or a Fortune 500 company, the steps to increasing backlinks aka “the work”, it takes the same effort no matter what.

Also, note that very competitive search terms will require a longer committment to acheive higher rankings. Low competitive keywords will generally start ranking quickly. So how it takes is relative to how many other sites are aiming for the same target keyword.

How will you know its working?

You should begin to notice an increase in the traffic naturally coming to site especially when viewing the search terms that source the traffic. That’s why analytics are so important prior to beginning an SEO/SEM procedures. You need to know where you are to be able to see when you’re moving.

How long will this last?

Well, as long as you’re offering something that people buy, you’ll be fine. What you are not in control of is what your competitor’s do in response to whatever SEO efforts you have done. If you have more or higher authority links than your competitor, you most likely will rank higher until such time as they get more or higher authority links. Its like the search engines grade on a curve, it depends on whose in your class.

Monthly reporting

If you are paying monthly for SEO services you can expect to receive monthly reporting to confirm the ranking and traffic from the targeted keywords.  The items to look for are traffic and the specific keywords bringing in the traffic. Ideally, you will be able to see more and more general keywords and not just your business name.

Final words about SEO

A word about visitor behavior, all the best SEO in the world for your business won’t matter if the website experience isn’t conducive to the visitor. Your SEO should get a visitor to your site, your compelling description and offerings are what keeps them. So don’t blame your SEO company if you can’t convert a visitor to a client, their job is to get them there, your job is to keep them there.

It is in a company’s best interests to maximize the visit of a prospect to the site. Capture of their name and email in exchange for a white paper, or a special report or a personalized review of their needs are some best practices and then a timed repeat communication by email is the most effective way to change a visitor to a client.

If you would like to speak with someone about SEO in general or to review your current website, fill out a contact page at Your Austin SEO Company to have someone get back with you.

[contact-form-7 id="187" title="Contact form 1"]

SEO for the CEO – Search Engine Optimization Program

Paying for a Search Engine Optimization Program

I know that to a CEO, search engine optimization will either sound like “black magic” or expensive, or more likely, both. So this is written to provide some insight into what you are spending money on, what you should be spending money on and what you shouldn’t.

What is the strategy for SEO?

First, you need to know that 75%-80% of a website’s traffic comes from search engines. And research shows that most people don’t go beyond the first 2 pages of results.

So by not being within the top 20 results and ideally the top 10 results will have a direct impact on your bottom line.

Your company website coming up first when you search for your company name or website doesn’t count. You need to have your site come up when customers are using words for the service or product you provide while they search in Google, Yahoo, Bing or other search engines. In other words, you need to be relevant to what your clients are looking for and making it easy for search engines to know that.

Now what specific tactics are used to advance the strategy?

This is where we look at two different aspects of your website – the on-page – what’s there that a search engine sees or doesn’t see and the off-page – what other sites have to say to the search engines about your site.

What most people don’t know is that even for a 100% fully-optimized site – the on-page factors account for only 20 -30% of the reason why a search engine places a particular site within the results where they do. Which means, the rest it, namely 70 -80% account for the other factors for why sites are in the #1, 2, or 3 spot.

The good news is that most sites are not fully-optimized. The bad news is many established sites have been at this for a long time and they have a large contingent of sites that tells the search engines “this site is an authority about x”.

ON PAGE Factors

So specifically, on-page factors will be all the meta-data that only the search engines see. This means defining what specific keywords you’re wanting to go for overall.

Then there are four (4) specific locations per page that are viewed by the search engines. If you don’t want your head to spin just remember its title, description, URL, and header info. Most webmasters should know what this is – although you would be working with them most likely to refine the information to conform to a format that most search engines consider “expected”. This is not an area to be creative, in other words. Follow instructions.

OFF PAGE Factors

This is an ever increasing range of factors – basically it boils down to other sites linking back to your site. What those sites are and what site search engines believe are authority and relevant information is what constantly increases and changes. So this is where hiring an seo firm can get interesting. There are multiple ethical ways to increase links and most of those require hard work, elbow grease and some degree of imagination.

The amount of time spent on off page factors once the on page factors are in place will most likely be 100% of the time. This would be the the 5th nail, the 6th nail, the 7th nail etc in the house you call your website. Its what gives it search engine sticky goo between the keywords you go for and the search engines (and their bots) coming back to your site.

How long before you see results?

Typically, you will see it bounce around initially once a site is optimized  and it should take about 3 months for it nestle into a settled spot within the natural search results. Whether its for a restuarant or a Fortune 500 company, the steps to increasing backlinks aka “the work”, it takes the same effort no matter what.

Also, note that very competitive search terms will require a longer committment to acheive higher rankings. Low competitive keywords will generally start ranking quickly. So how it takes is relative to how many other sites are aiming for the same target keyword.

How will you know its working?

You should begin to notice an increase in the traffic naturally coming to site especially when viewing the search terms that source the traffic. That’s why analytics are so important prior to beginning an SEO/SEM procedures. You need to know where you are to be able to see when you’re moving.

How long will this last?

Well, as long as you’re offering something that people buy, you’ll be fine. What you are not in control of is what your competitor’s do in response to whatever SEO efforts you have done. If you have more or higher authority links than your competitor, you most likely will rank higher until such time as they get more or higher authority links. Its like the search engines grade on a curve, it depends on whose in your class.

Monthly reporting

If you are paying monthly for SEO services you can expect to receive monthly reporting to confirm the ranking and traffic from the targeted keywords.  The items to look for are traffic and the specific keywords bringing in the traffic. Ideally, you will be able to see more and more general keywords and not just your business name.

Final words about SEO

A word about visitor behavior, all the best SEO in the world for your business won’t matter if the website experience isn’t conducive to the visitor. Your SEO should get a visitor to your site, your compelling description and offerings are what keeps them. So don’t blame your SEO company if you can’t convert a visitor to a client, their job is to get them there, your job is to keep them there.

It is in a company’s best interests to maximize the visit of a prospect to the site. Capture of their name and email in exchange for a white paper, or a special report or a personalized review of their needs are some best practices and then a timed repeat communication by email is the most effective way to change a visitor to a client.

If you would like to speak with someone about SEO in general or to review your current website, fill out a contact page at Your Austin SEO Company to have someone get back with you.



[contact-form-7 id="187" title="Contact form 1"]
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