It is axiomatic that the goal of search engine optimization is to bring organic traffic to your website. Organic traffic is simply defined as that traffic generated by free searches rather than by paid ads when someone does a search on Google, Yahoo, Bing or any other search engine. It is assumed that there are two reasons that one does a search engine query; either they are seeking a free source of information, in which case, the click to your site will generally not generate sales, or they are looking for a specific solution to a problem, in which case, if your site is highly visible, you are likely to convert a click to revenue. The real question is how do you generate the latter form of qualified internet traffic to your web pages?
White Hat SEO
In my business I stress that search engine optimization must follow the rules and these rules are mostly established by Google. There are rules for on-page optimization and for off-page optimization that, if broken, may cause Google or the other search engines to ban your site from their index. White hat SEO is that which works within the rules with the goal to obtain a top ten placement for a Google search. This involves a degree of hard work, strategic planning and execution and a constant monitoring of results.
On-page optimization is pretty straightforward. There are requirements for your page title, keywords, descriptions, headings and other tags that, when followed with precision, will gain you an optimization score of 95% or higher. On-page optimization is the application of rules so that the application appears natural to the search engine robots as they crawl your site.
Off-page optimization, on the other hand, is more of an art than an application of the rules. Key to off-page optimization is the ability to get one-way backlinks to your site from another site, preferably one related to the content of your web pages but not absolutely necessary. There are any number of ways to gather backlinks to your web pages:
· Article marketing.
· Blog commenting.
· Contributing to forum discussions.
· Social networking.
· Email marketing.
· And much, much more.
In this list I mentioned my favorite, and I believe, most effective off-page optimization techniques that, when used efficiently, will improve the placement of your web pages on any search engine.
Goals for Organic Searches
The main goal of SEO is to get free, qualified traffic to your website. My first goal to measure the performance of my efforts is to monitor every page to see if I rank in the top 100 searches, that’s the first ten pages of a Google search. Of course, I am seeking to optimize for specific pages so I monitor them more closely than others. Once in the top 100, sometimes as quickly as a day or two if I have selected high volume-low competition keywords, the next measurable goal is to drive those pages to the top thirty and then to the front page of an organic Google search.
These organic search engine optimization efforts provide the visibility I require to get the traffic needed to make my web pages profitable. By doing the hard work and not looking for black hat sneaks I assure the integrity of my efforts and, in turn, profitable conversions.