What is SEO (search engine optimization) and why does it matter to me?

SEO (Search Engine Optimization): The term used to describe the Internet marketing technique of preparing a website to enhance its chances of being ranked in the top results of a search engine once a relevant search is undertaken. A number of factors are important when optimizing a website, including the content and structure of the website's copy and page layout, the HTML meta-tags and the submission process.

Actually most search engine optimization campaigns are done backwards, how so? Most SEO campaigns are an after thought. The best, less expensive, more efficient way to do it is to plan it during the time the website is being designed. Why? Because a search engine friendly website is going to bring you a better ROI. Why? Because the search engine optimization process and website development go hand in hand. If the SEO is performed afterwards there are certain things that can’t be done because the site structure itself would need to be modified, a major make-over on a new site, not a good idea.

What’s the alternative? Essentially the completed site is optimized based on the current website design. If the basic SEO components aren’t already built in the site, like selecting the right keywords, meta tags, well written page content (for both the visitors and search engines), incoming links, etc, then they need to be added. Either way the website needs to be analyzed and appropriate action should to be taken.

What kind of action? After the site is analyzed, the basic components are added throughout the website then the appropriate links need to be located and added. Lots of care should to be taken while building links. High quality links are the only links that should be considered, one of many gauges that can be used (regarding links coming from other websites) is the Google page rank, a minimum of 3 should be considered in my opinion, 10 is the highest on the scale.

Another way, that’s probably easier and more realistic to get incoming links are links coming from articles that you’ve written and distributed to ezines and industry related portals or you could trade your information (articles) to other websites and they could provide a link back, again using the Google rank as noted before.

The other part of search engine optimization that’s important, actually most important, content. Content is king, but again another challenge in the SEO process. If you feel you are not sure how to develop the appropriate content, then it might be a good idea to hire a copyright expert to assist with the actual writing and or re-writing and an SEO expert for optimizing the content.

To recap, plan the SEO while designing the website (if possible), make sure the website has all the basic components before launching and submitting, work with a professional SEO and copyrighter and of course while engaging with a professional web design expert or company.