Search Engine Optimization. To most people, SEO is just an afterthought, a way of optimizing a website after it has been built but has been failing to get rankings. At Evolve Systems, we recognize that SEO is a fundamental part of web design and should be considered during every build stage of a website, and not just something to be tacked on at the end.
SEO or Search Engine Optimization is the process whereby a website is optimized to rank higher in search engines. This process can be either simple or complex. At its most basic level, SEO is conducting research as to what keywords and terms rank highest in Google and other search engines, and then comparing that research both to your own website as well as your competitors. After the research is completed, optimizing your website itself for SEO begins, and usually involves making your sure your content is SEO optimized, your headers are SEO optimized, your meta descriptions and keywords are SEO optimized, your image tags, etc.
This type of SEO is called “organic SEO” or “internal SEO”. Once the organic SEO is accomplished, analytics comes into the picture, whereby you track how your SEO is doing over a period of several weeks or months. As the analytics data comes in, more research is conducted, and changes are continually made to existing content while new context is ideally also being created, not to replace old content, but to supplement existing content. On top of this, “external SEO” or “paid SEO” can also be conducted, usually by means of Pay Per Click ad campaigns and other endeavors. All external SEO will cost extra than internal SEO.
Evolve Systems is a web services integration company that partners with a number of external consultants to provide services such as web design, graphic design, copywriting, and SEO. When it comes to SEO, we will sit down with our clients and strategically plan out how to plan their websites around solid SEO principles from day one, rather than leaving SEO as an afterthought after the site has been live for a while. What this entails is meeting with Evolve Systems’ SEO consultant during the planning and design stages of your website. We will go over, page by page, what certain elements of your website should be, such as all H1 headers and meta descriptions. Our SEO consultant will then take what you want in general terms, research the important keywords and descriptions, and then present the findings back to you in the next meeting. These SEO optimized results will then be included in the content, description, meta tags, and everything else in your recently build website, so that when the site goes live, it will from day one begin to start ranking based on your predefined key terms. Evolve Systems then offers the option for custom follow up SEO work at a later date, once the analytics has had a chance to access just how well your site is ranking; this option is usually offered six months to a year later after the initial launch.
How does Evolve Systems’ approach to SEO help you? Let’s use a brief, made up example. Say you are a store that sells gaming materials, such as card games, miniatures, books, etc. Let’s call this place “Tom’s Gaming Haven.” For many companies that want a website, there home page H1 and meta description may say something like this:
“For years there has been a need for a store that caters to those people who realize that the fun experiences they desperately seek are often hard to come by without resorting to mail orders on the Internet or in novelty magazines. Tom’s Gaming Haven of Minneapolis fulfills your fondest desires by offering custom gaming miniatures, rule books, and playing cards.”
Sounds great, doesn’t it? But it’s purely something that Tom, a business owner, would come up with that sounds good written in a Word document, or maybe was dreamt up by his PR department composed of himself and his kid brother and then proofread by his mom, who makes terrific cookies by the way. And yet to Google, it doesn’t see anything interesting, so it doesn’t bother ranking Tom’s Gaming Haven. Google sees only the first 60-70 characters of that sentence, so won’t make the connection that this website is called “Tom’s Gaming Haven”, sells “gaming”, is located in “Minneapolis”, and anything else relevant.
Evolve Systems’ SEO solution is to focus on optimizing a website so Google sees it and stands up and takes notice. This may require “killing your dreams” by deleting good sounding words, but will instead sound and appear better to Google and search engines:
“Tom’s Gaming Haven of Minneapolis focuses on your gaming needs and gaming elements such as custom gaming miniatures, rule books, and playing cards.”
It may sound more boring, but to Google and other search engines, that sounds like the most appealing thing in the world and will begin to direct traffic to your website.
SEO can be both simple and complex. Evolve Systems is here to help you build your website and make sure it brings you the traffic and sales that you desire. If you are in need of a solid content management system website or e-commerce shopping cart platform, both of which can be SEO optimized, give Evolve Systems a call or an email today.