Keeping your objectives in focus…
Your search engine optimization strategy should focus on two fundamental goals:
- Delivering more targeted visitor traffic
- Higher conversion rates (visitors taking some type of action on your website)
For every query performed on search engines there is a human being at the end of the keyboard looking for information, products, or services. You have to direct your focus towards grabbing as much search engine traffic as possible with your most important keywords while keeping the objectives of the search engine optimization in clear focus. The key to a successful search engine optimization campaign includes measuring your bottom line, your return on investment. Before you get too excited about attaining a top 10 ranking on the search engines, you should be clear on the objectives behind bringing visitors to your website. It’s not a good idea to go from 1,000 visitors to 10,000 visitors over a month if your website is not relevant to your visitors’ search terms. Such an accomplishment may make you SEO hero of the day, but if your web site visitors are not interested in your products or services you will have just squandered your efforts.
Your goal is to help the search engines
Get the search engines to return the most relevant pages from your web site in response to user queries. Using tricks and tactics to get your pages to show up under search terms that are irrelevant and have nothing to do with your site only annoys web surfers, and can get you banned from the search engines.
Ultimately, the number of hits measured in your web server logs will make no difference if your visitors are not taking action on your website to sign up for a newsletter, download your software, submit a quote request, or buy your products and services online. Most of the websites in the top positions for even moderately competitive keywords got there because… They used highly targeted keywords effectively throughout their website and they gained substantial link popularity from relevant websites and directories.
Although simplistic in terms of today’s very complex search engine algorithms used to return relevant search engine results, the two above key points lay the foundations for all our future discussions about how to gain top rankings on today’s search engines.