We provide Search Engine Optimization (SEO) | Schweb Design, LLC

We provide Search Engine Optimization (SEO)

Why optimize your website for search engines? Well, if you haven't already heard the buzz, search engine optimization (SEO) is the improvement of the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. The higher a site is presented in the search results (its ranking), the more often searchers will visit that site (the search query keywords are what generally cause this correlation). Depending on what keywords the searcher searched for and their motives... the more often searchers visit your website the more potential you get for word-of-mouth exposure and linking to your business, project, personal site, blog, etc... or the more sales and $ you make...

For more information on what SEO is, see http://en.wikipedia.org/wiki/Search_engine_optimization.

What is the most important thing Schweb does to make sure your website gets the most relevant, frequent exposure possible on search engines?

From our experience and research, Schweb has learned that one of the most important steps in improving your website's placement in search results (Google, Yahoo, etc) is to make sure it has sufficient, thorough amounts of quality information. That means writing & publishing useful, well-organized, and informative content that is relevant to your business (for example) that contains relevant keywords, used appropriately, that communicate the subject of your content. Therefore, this is our TOP PRIORITY when creating a search-engine optimized website or webpage for you. We work with you to thoughtfully organize content and page links, to define and employ keywords respectively, and to place all elements in a usable manner. Fortunately, we have a certified copy writer at Schweb Design who can help you write such relevant copy and organize content. For some examples of what our copy writer can do, check out some of our portfolio websites.

www.GOOGLE.com, the search engine that accounts for more than 80% of all search engine queries and traffic on the internet, has invented a technology called PageRank. The higher a pages PageRank, the higher the likelihood it will appear at the top of Google's search results. The process of ranking one of your website's pages takes millions of variables into account, including the PageRank of pages that are linking to your website as well as the PageRank of external and neighboring pages your webpage links to.

For reference and more information see http://www.google.com/support/webmasters/bin/answer.py?answer=66361 and http://www.google.com/corporate/tech.html

Website Marketing Expert Gerry McGovern advises:

"Optimize for the searcher, not the search engine. Focus on your customers, not on the technology.

It is incredibly important to get found when your customers search. However, it is even more important for your customers to find what they are looking for. And it is equally important that when they find what they're looking for that the content be accurate, up-to-date, and easy to understand.

When your customers are searching for what they want, you should seek to save as much of their time as possible. They should have to click and read only as much as they need to."

What we DO

When your site is ready, we:

  • Submit it to Google, Yahoo, Ask, and MSN (Moreover, Live) via ping URLs as well as by creating and submitting a Sitemap to Google and Yahoo (this allows the two largest search engine(s) to learn about the structure of your site and to increase the coverage of your webpages)
  • During the design and building of your website, we follow the guidelines below (as outlined by Google) to continuously create Google-friendly (and other search engine-friendly) websites.

We follow Design and Content Guidelines:

We create websites that:

  • have a clear hierarchy and text links. Every page is reachable from at least one static text link.
  • contain useful and rich information. We write pages that clearly and accurately describe your content.
  • actively consider the words users would type (in a search engine) to find your pages, and make sure that your site actually includes those words within it.
  • use text instead of images to display important names, content, or links. The Google crawler doesn't recognize text contained in images.
  • have < title > elements and "alt" attributes that are descriptive and accurate.
  • do not contain broken links and DO contain correct HTML as well as all other markup in accordance with web standards. "Google.com utilizes a technology called "Hypertext-Matching Analysis" The Google search engine does analyze page content; however, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), the technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. Google also analyzes the content of neighboring web pages to ensure the results returned are the most relevant to a user's query." (Reference http://www.google.com/corporate/tech.html)
  • keep the links on a given page to a reasonable number (fewer than 100).

For reference and more information see http://www.google.com/support/webmasters/bin/answer.py?answer=35769&topic=15260

We follow Technical Guidelines:

We create websites that:

  • are viewable by a text browser, because most search engine spiders see your site similarly. We do not use fancy features such as JavaScript, cookies, session IDs, frames, DHTML, or Flash that may prevent access too the complete, important site content in a text browser, which in turn would cause search engine spiders to have trouble crawling your site completely. If such said fancy features are necessary or desired by our clients, we do our best to program Elegant Degradation so that as much content as possible is not dependent on said features.
  • allow search bots to crawl them without session IDs or arguments that track their path through the site.
  • live on a web server that supports the If-Modified-Since HTTP header. This feature allows your web server to tell Google whether your content has changed since we last crawled your site.
  • can make use of the robots.txt file on our web server. This file tells crawlers which directories can or cannot be crawled.
  • if your website contains a content management system (CMS), the system can export your content so that search engine spiders can crawl your site.
  • use robots.txt to prevent crawling of search results pages or other auto-generated pages that don't add much value for users coming from search engines.
  • appear correctly in different browsers . (contains correct HTML as well as all other markup in accordance with web standards. Also as outlined by Google here: http://www.google.com/support/webmasters/bin/answer.py?answer=100782

For reference and more information see http://www.google.com/support/webmasters/bin/answer.py?answer=35769&topic=15260

We follow Quality Guidelines:

We create websites that:

  • contain pages created for users first and for search engines second. We do not deceive our users or show different content to search engines than we display to users (this is commonly referred to as "cloaking")
  • do not employ tricks to improve search engine rankings. As recommended by Google, the question we ask is, " Does this help my users? Would I do this if search engines didn't exist?"
  • do not participate in link schemes (link farms, etc.) created to increase your site's ranking or PageRank.
  • do not utilize unauthorized computer programs to submit pages, check rankings, etc. Such programs consume computing resources and violate search engines', such as Google, Terms of Service.

What we DO NOT DO

For reference and more information see http://www.google.com/support/webmasters/bin/answer.py?answer=35769&topic=15260 . Also see http://en.wikipedia.org/wiki/Search_engine_optimization.

Why your business' website needs "Long-Tail Keywords."

"I've heard of keywords- what about Long-Tail Keywords?" Long-Tail Keywords are those few word phrases that are very specific to your business' products or services.

Why are Long-Tail Keywords so important?

  • Highly specific multi-word phrases (long-tail keywords) tend to be much easier to rank well for (in search engine results) than the more general single keywords .
  • People who search by using such long-tail keywords are far more likely to become buyers or clients!

When a visitor to your website has reached your website with such a specific search phrase, they have come looking for exactly what they are going to buy. Naturally therefore, such long-tail keyword searches are much more likely to convert to sales, clients, or leads than the general search terms that consumers typically use to search prior to their buying decision.

Imagine the usual process a person goes through while deciding where to make a purchase:

  1. person realizes a need or want for product or service
  2. person seeks general information (researches) about products or services that will fulfill that need or want
  3. person evaluates alternatives and decides on product (types, features, location, price)
  4. person researches and evaluates alternatives for the business to purchase the product or service from
  5. customer completes the transaction
  6. customer then evaluates the product or service

You can probably see that you want to target the consumer who is somewhere around Step 4: "person researches and evaluates alternatives for the business to purchase the product or service from." Once a person has decided to buy something they start using very specific search keywords (phrases) to find their target purchase.

Here is a specific example. Let's say you have a website that specializes in selling horse barns with many features and someone is searching for a barn to store their horses in.

At first, this person might search for a generic phrase like structure or barn or shed. However, once this person realizes or decides they need what's called a "horse barn" and a feature called a "kick board" to keep things clean and that they'd like to purchase from a local business close to them in Lancaster, PA... they naturally modify their search phrase to be much more specific. Perhaps their search phrase then evolves to "horse barns with oak kickboards in Lancaster, PA." This search phrase is much more specific and much more likely to convert to a sale if you have a page on your website that contains all those keywords within relevant, natural, and informative content.

Yes, there are potentially TONS of different long-tail combinations that searchers could use to buy what you offer, which is why it is important to create different types of well-organized pages. Fortunately, Google likes websites that have more pages with lots of juicy, relevant content. It simply makes the site look more real, as if it were thoughtfully created by a human, and is essentially then more useful. Google's search algorithms can detect this sort of content and organization and reward you with relevant visits. Ideally, you would have unique pages which are variants of the general, main pages but informative focused on these specific long-tail phrases.

Thus, rather than focusing on just two or three highly competitive general keywords, it is advantageous to target your long-tail keywords which are easy to rank for.

Keep in mind, you might not get sufficient traffic to your website with only these long-tail keyword phrases targeted in your content. Thus it is ideal to have fewer pages bringing you larger amounts of less-targeted traffic (general keywords) and more pages all bringing you smaller amounts of higher-targeted traffic.

Would you rather rank for one keyword that sends you a thousand VISITORS a day, or two hundred specific keyphrases, half of which sent you one BUYER a day?

How do I find out what these keywords are?

At Schweb Design we can help you:

  • define these keyphrases by doing keyword research
  • determine which keywords have enough traffic to make them worth targeting
  • write and organize copy containing and relevant to these keywords to optimize your website for search engines

For reference and more information please see http://www.google.com/support/webmasters