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Search engine optimization (SEO) is the process that makes a site and its content to be more visible, and to improve its ranking for search engines such as Google, Bing and Yahoo. Every business and organization of every size that has a web presence should have an SEO strategy. Without it, you will not be fully maximizing your sites potential for generating new visitors, and ultimately customers and clients.
The SEO Process
The first step in any search engine optimization process is to make sure that your site is “search engine friendly”. This means that the search engines, when they visit your site, can find navigate through it properly, index the content, and that it be structurally sound. Broken links, incorrect HTML markup and other errors all count against the site, and may drop it ranking.
Once the site architecture is correct, the next step is to create copy that supports the key words and phrases for which you are trying to improve the ranking. We’ll analyze the copy for things such as keyword density, meta tags and other elements to achieve the desired goals.
The final step is the off-site SEO process, whereby we use techniques to generate links and traffic back to your site. This would include blogs, newsletters, press releases, reciprocal links and other strategies that are all designed to improve your organic search engine rankings, and drive relevant traffic back to your site.
It Is All About the Conversion
We’re not talking about a religious experience here – the conversion is where the visitor to your site actually decides to interact with you directly. This could be everything from placing an order to filling out a form for more information. Or it could be to download a white paper or follow you on Twitter.
But just generating traffic that does not create conversions is a waste of time. At the end of the month you might be proud of all the traffic you are getting, but if in the end they aren’t converting all that traffic is useless.
So good SEO is also about the offer. How can we compel the visitor to do something meaningful? At Tuva we work hard to develop compelling strategies for turning visitors into customers!
White Hat SEO
Unfortunately, SEO is a bit of a mystery to most people, and a lot of companies that provide SEO services give incorrect or misleading information, and make promises that are unrealistic. And many SEO companies will use techniques that violate the rules for some of the search engines, effectively getting your site banned. You might get short-term success, but when you are discovered your site will plummet in the rankings.
At Tuva Interactive, we only engage in what is known as White Hat SEO, which are techniques and strategies that will improve your rankings without breaking the rules.
Search engine optimization also has the potential for a very good ROI, making it an excellent value. While no one can guarantee a particular ROI, a good SEO strategy should include this as part of the process
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