Search engine optimization also referred to as SEO, is the science of search as it relates to marketing on the web. Search engine optimization marketing is the process of positively influencing the quantity and quality of visitor traffic to a web site from search engines via natural or organic search results utilizing the basic comprehension of search engine algorithms. Generally, the higher a site appears in the search results, the higher it “ranks” for that particular search engine. The higher a website ranks increases the likelihood that more searchers will visit that site.

Search engine optimization marketing is amazingly fluid and is constantly evolving, and while it is mostly technical in nature, SEO has become a philosophy for excellence in online marketing. It is no longer just technical tweaking, great copywriting, numerous links, or just search engine submission. The very best search engine optimization marketing practises benefit from a blended approach and knowledge of how the various facets of a website relate to each other.

SEO is more than just simple techniques, it also combines programming with business knowledge, to obtain the desired results and objectives that define success for a website. An excellent search engine optimization marketing strategy considers how search algorithms work and what people search for, and builds a bridge of relevance to a company’s website. A well executed optimization effort includes reviewing a site’s relevance, appealing presentation to users, a site structure the is easy to use, as well as problem identification that could prevent search engine indexing programs from fully indexing a site. Search engine optimization marketing can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.

Before you start optimizing your website, you should understand that the top rankings with every single major search engine and directory can be obtained but results change frequently from competition and a dynamic marketplace. It is the very nature of these influences that requires constant monitoring and ongoing development to keep you ahead of your competition.

“It is not the job of Search Engine Optimization to make a pig fly. It is the job of the SEO to genetically re-engineer the web site so that it becomes an eagle.”

Distinguish yourself from  your competition with content building.

When you compare your website to a competitors’, it’s a given that you want to appear above them search engine rankings. With hundreds of variables to take into account, achieving such a task is never an easy feat. However with a consistent search engine marketing plan and a bit of perseverance, you can definitely improve your search engine results.

Where do you start?

Step #1 – It’s all about quality content.

You probably read it all the time, but you’re about to read it again. Quality Content is King. Your website visitors care more about relevance than they do about sources. They want information that helps them make decisions. And the presence of quality content or lack thereof will greatly impact any SEO effort. No two websites have the same content, and a website rich with quality content will almost always outrank a site with poor content. Quality content on your site is extremely important as it gives search engines the sense that you are as much a destination for information as you are an enterprise trying to sell something. When users like a site and the information it provides they are more willing to share it with others. So, take the first step and develop quality content that has value for the visitors you seek.

Distinguish yourself from  your competition with content building – Step 2.

Last month we discussed how to use consistent content building to improve your search engine rankings. Step #1 covered the importance of quality content because quality content on your site gives search engines the understanding that you are a destination for information and knowledge. What do you do next?

Step #2 – Keep it fresh.

The wide open web is ever expanding and constantly growing, is your website growing as well? Every day thousands of new sites launch, and that means fresh competitors presenting information in new and interesting ways. Content freshness helps web sites as it offers the benefit for users to have a look at new and useful information. Keeping your web site fresh is worth the extra effort, with the addition of new content, your website is adding value to the end users. While the “freshness factor” is very important to search engines like Google, what’s even more important is that your website continues to grow through content building. If you have not read your website’s content in the past few months, take a closer look. Is it still representing your company in the way that you think it should?

As page load speed becomes a search engine ranking factor, it will impact all auto dealer websites that are media rich and heavy with automatic feature loads. While these types of websites are pushed by some design companies, they truly do not enrich the user experience, and that’s exactly what Google is trying to improve. Google’s recent thoughts on page load speed suggest that Google will indeed begin taking page load speed into consideration as a ranking factor. You might focus some of your SEO efforts and resources on making your site faster.  Ultimately this will lead to additional benefits for your web visitors and may possibly improve your sales. This also covers your bases if Google really does start using page load speed as a ranking factor, and gives you a head start on boosting your organic page rankings.

Google has repeatedly stated that it is trying to deliver the best experience in search to it’s users, and fast loading pages is very important to that experience. Take your design ego out of the equation of how your website looks; since page load speed is probably going to happen at some point, it’s much better to deal with it earlier than later when it may negatively impact your website page rank and traffic.

What do you need to improve your page load speed

• Stop using automatic loading videos on the home page of your dealer website. Let your customers choose if and when they want to see your video.
• Do you really need that pop up? How many auto dealer websites use a “talking head” that loads automatically? Once again, let your customers choose the play option for this feature.
• Is it really necessary for “Live Chat” to start when your home page loads? This is no different than having the salesperson standing “on point” waiting for the customer to open their door when they drive into your lot. Give then a second to catch their breath. If you have a well designed website, your customer can find what they need without being shuffled along.
• No Flash. Flash is not search engine friendly, and is way too graphics heavy. Flash will do nothing but slow your page load speed down and make it difficult for the search engines to crawl your auto dealer website.

If you start thinking like a search engine and your customers, you begin to understand the importance of speeding up the web. In addition to page load speed becoming a ranking factor in organic ranking results, also consider Google’s recently introduced real-time results and the importance of including social media in your online marketing strategy.

Long and short is that competitive space for search engine optimization is becoming further and further from a free venue. As more and more people compete for key terms, affordable SEO becomes a pay-to-play space. Sure there are things you can do to help improve search engine ranking, but the reality is that those who pay for online advertising, or those who hire full-time writers for their website will usually come out on top.
Traffic is one of the key components of your web site marketing strategy and is available in these three forms.

1. Borrow It. One method of borrowing traffic is called link exchange. This is where you put links to another website on your site and they put links back to you on theirs. The key thing to remember about borrowing traffic is that you have to give something in return.

2. Develop It. Articles are a great way of generating traffic. Once you have created your articles you can put them on your website or blog as content, a white paper, or eBook.

3. Pay For It. You can buy traffic typically using what is known as Pay-Per-Click advertising. You can define your target markets, your daily budget, and where you want your online ads to appear. Paid search marketing offers one of the best ways to control traffic to your website .

Last month we discussed how to use consistent content building to improve your search engine rankings. Step #1 covered the importance of quality content because quality content on your site gives search engines the understanding that you are a destination for information and knowledge. What do you do next?

Step #2 – Keep it fresh.

The wide open web is ever expanding and constantly growing, is your website growing as well? Every day thousands of new sites launch, and that means fresh competitors presenting information in new and interesting ways. Content freshness helps web sites as it offers the benefit for users to have a look at new and useful information. Keeping your web site fresh is worth the extra effort, with the addition of new content; your website is adding value to the end users. While the “freshness factor” is very important to search engines like Google, what’s even more important is that your website continues to grow through content building. If you have not read your website’s content in the past few months, take a closer look. Is it still representing your company in the way that you think it should?