What is Search Engine Optimization?
Good question! What is SEO? According to Wikipedia, Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or unpaid (“organic”) search results.
Meaning, SEO improves a websites ability to be found by internet users searching for information related to that website. In terms of marketing, Diamond R Creative performs SEO measures for your firm’s website to help potential customers searching for your services find you.
In any of these scenarios or definitions, the primary focus of the activity is to increase your placement (rank) on Search Engine Results Page (SERPs) until you are the first result on the first page.
Is this important? Take a look on our Why SEO page for some important statistics.
Performing, or even procuring the services for, search engine optimization for your website may not appear sexy. It’s the trench work for building the foundation upon which your website sits. To Diamond R Creative, we find the complexity and the orchestration of your SEO campaign super sexy! So much so, we made a company to perform SEO services. Regardless, we believe everyone agrees it’s sexy when your website sits atop the search rankings above your competition. And where many may have mixed emotions regarding SEO it cannot be denied it is necessary. Not only is it necessary to promote your website but to ensure you’re not ignoring value that your competition is taking advantage of to rise above you and take a larger market share of potential customers.
Rest assured, performing search engine optimization is not a quick and easy task that is done on weekends. Quantifiable SEO takes months to accomplish sincere and lasting improvement. Even after achieving a good rank, it must be maintained through ongoing monitoring and updates to changes in search engine algorithms. Yes, Google, Bing, Yahoo and others are constantly improving on their product. Google has over 200 algorithms to determine its results! And just like any software that wishes to retain its efficacy, it must consistently improve and/or increase its value in order to maintain mass appeal. Because of this, various factors can increase or decrease in importance in regards to where your website (and your competitions) may be ranked. Therefore, ongoing monitoring is a highly recommended.
This ongoing effort is due to the relative nature of your website to other websites and search engine indices. There are millions, if not billions, of changes being made daily. Search engines must acknowledge them and then reorder ranking based on these changes in relation to what a user will type into a search. And what it all boils down to is how much your website is relevant to a search query. Those 200+ algorithms mentioned earlier, this is what search engines use to determine relevance.
As for the actual practice of SEO, there are a multitude of tasks where each has its own impact and is performed in a structured environment and against measurable data. While some efforts can effect immediate improvement, others take time.
Generally, SEO will encompass the following enhancements:
|Link Building||Local SEO||On-Page SEO|
|Website Content||Directory Listings||Keyword Research|
|Mobile Website Optimization||Social Media Optimization||Page Speed|
Except for Local SEO, all of these activities can be classified in to two categories:
|On-Page SEO – work done to the actual website||Off-Page SEO – work done outside of the website|
Local SEO is applied across both categories and is increasingly competitive and necessary for ensuring the maximum exposure to potential customers within your vicinity.
Keep in mind, though, that all of these efforts must be tracked and quantified. Otherwise, you will not know what is improving your law firm’s website search engine ranking and which efforts are a waste of money. In the end, the entire practice of SEO, made up of all these tasks, is done for the purpose of increasing your law firm’s search rankings which will increase your law firm’s revenues. ROI – that is the purpose of SEO!
For more in depth reading on any of these and more SEO tips and topics, I highly recommend: