SEO - Search Engine Optimization

Content is the key

Computers can't read pictures. When the computers of search engines like Google and Yahoo come to your website to learn what it's about, the only thing they can read is your site's text content. The content they read is of two types: "meta" text that's hidden in the code of your web page that the public doesn't see; and regular text that the public does see. In order to be findable by your clientele, it's important that both of these kinds of text include the "keywords" that searchers are likely to type in when doing a search for your website.

SEO begins with good design

Your website's designer has tools that can alert search engines to certain sentences and phrases in your site's text content that you want to have emphasized. Your text should be well-written, grammatically correct, and with words that are spelled correctly. Your designer should approach your project with Internet marketing principles in mind, including page specificity, "above the fold" impact, and intuitive navigation architecture. Good website text design also includes knowing what content to NOT include. If getting found by a searcher is your goal, then including unrelated content that dilutes your page's focus can be a costly mistake.

The key to getting found is to have what people want

Good communication with your website's designer is critical. Does she make you feel that your calls and emails are important to her? Has she asked you to describe your ideal customer; or what your business is known for; or where your marketing area is (searchers for local businesses almost always type in a location)? Will she design a website that draws attention to her design skills; or that draws attention to your business and to the things that you want to emphasize?

SEO after the design

Optimizing your website for search engines is a design goal; but it can also be a process that goes on long after your website is published to the web. Consider attending one of our Internet marketing classes offered through the community education programs of several Rochester area schools that include discussions of these and other SEO and website promotion strategies: