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SEO | Search Engine Optimization

SEO (search engine optimization) is a strategic approach to improving page rankas a result of a user search query on Google, Bing, or any other search engine. It is the process of getting free traffic from the  “organic,” “editorial,” or “natural” search results on search engines. The implementation of Good SEO is a measurable, repeatable process that optimizes the signals sent to search engines highlighting that your pages are worth showing in Googles Index.

Google is the primary window to attaining visibility and presence on the internet.

Search engines act as a type of library based on artificial intelligence (AI) that essentially accesses and indexes (crawls) every web page on the world wide web and then formulates an effective and efficient methodology to match the most relevant web page to a user query.  

In order to achieve this, Google’s search engine employs complex mathematical formulas called algorithms to assign a score to every website page and every search that people do in Google in order to establish which website should rank the highest for what a particular user is searching for.  The key to higher rankings on search engines is providing quality content and site organization and optimizing your site to match up with a search engine’s algorithms.

With most people using mobile devices to browse the web while they’re on the go, they want immediate and clear answers to what they’re searching for – Good SEO Is A Must. Your future customers are out there, right now, waiting to find you, but they’ll have a hard time if you don’t show up when they search Google for your product or service.

The ability to quantify the interests and intent of your audience and measure a brand’s ability to persuade is the advantage of digital marketing.

SEO should be used to help Google get a better understanding of what your content is about and who it’s intended for. To achieve that means using a variety of skills and tactics on the appropriate pages of your website, and properly optimizing each one for the keyword phrases your target market might use to find it…

Even though SEO strategies are at the forefront of a successful search market presence, website optimization decisions should first and foremost focus on what is the best experience for your viewer audience. They are the main consumers of your content and are engaging search engines to find what services/products the business offers.

 It’s not about the keywords – it’s about the people searching for them.

While SEO is about the coordinating of techniques, tactics and best practices so as to align with search algorithms and achieve the best visibility in search results, ultimately it is your consumers who are the users of your content and site experience, not search engines.

 The better the experience for your users, the better the chance you have of being looked upon kindly by Google.

Initial Website Research, Audit, and Analysis…
  • What is the purpose of your site?
  • What are you trying to get users to do once they arrive?
  • Who is your target audience?

SEO always begins with an initial client orientation, research and analysis phase. In the world of search optimization there are many variables and no guarantees. Every client is different, every website is different, and every industry is different. There is no one set formula for producing results. It is rather a process of solving problems and overcoming challenges. Some of the activities in this initial stage include :

Keyword research.  Identifying keywords in the orientation phase and then researching those terms to identify those and discover others which will produce the best results for achieving good rankings. The ideal keyword is searched for a lot, is relevant to the client’s business, and is not being targeted heavily by competition.

Establishing or reviewing data in Google Analytics and Google Webmaster Tools.   These tools are essential to gaining insights into trends and user behavior, measuring and quantifying dimensions and metrics of traffic, website optimization, and resolving technical difficulties that may arise.

Site audit.  Sometimes after the above research and analysis is complete, but often in parallel, it is recommended to perform a thorough audit of a client’s website. This includes various SEO factors such as website and webpage load speed, URL structure, internal linking, title tags, meta description tags, and content. Other factors include usability, design, and messaging.

Website redesign.  A redesign is in order when the website is outdated, converts visitors poorly, has poor code, and the cost of fixing everything is greater than starting over from scratch.

Code overhaul.  Even if a complete redesign isn’t needed, it may be necessary to overhaul the code of a website to make it more SEO friendly.

Link removal and disavowal. May be necessary if a link profile analysis reveals a large number of low quality, harmful inbound links.


On Going SEO…Expanding Your Web Reach

Link Building  While more critical to some sites than others, depending on competition, link building is one of those activities that never ends because Google likes to be fed a constant stream of new, fresh links to know that your website is still relevant and should continue to be featured prominently in its search results. Any mention of your business on the web should ideally contain a link to your website and any opportunity to blog or post content on another relevant quality site should be taken. Staying on top of who your competitors are linking to can lend ideas and insights as to how a similar process might be replicated and integrated into an SEO strategy for your business.

Content Creation  Interesting sites will increase recognition on their own. Creating unique and original content that is compelling to users will likely have a greater effect on promoting your website than any other SEO factor. People know good content when they see it and they will likely want to direct other users to it. Organic or word-of-mouth buzz is what helps build your site’s reputation with both users and Google, and it rarely comes without quality content. A big piece of SEO Best Practices is refining and expanding existing content into a more complete and holistic integration of well organized information, clear intent, originality, and quality.

Blogging  In terms of search engine rankings, blogging is like fishing. The more hooks you have in the water, the more likely you are to catch a fish. In the same way, as you add more content to your site, more pages from your domain become indexed in search engines. This improves organic search visibility and increases website traffic. Every new page you publish is increasing the relevancy of your site in search engine indexes. With more opportunities for your target market to find your content, the greater the odds of increased visitation to your site. Simply put the more blog posts you have, the greater the chances you have to rank for various keywords.

Analysis – Optimization and Reporting Collecting, filtering, and assessing site traffic information is very important. This statistical data shows how users are finding and interacting with the pages and the content on the site. Such as what type of devices and keyword phrases are being used to search, site interaction metrics, and most popular content to name just a few. Understanding the site’s traffic level and the source of its referrals can be a critical tool in making online marketing and future site development decisions. Along with web site optimization and producing good results, good reporting is essential. Being able to communicate those results in a meaningful and intelligible format goes along way to generating a sense of confidence that everything is paying off, or an understanding of strategies that have worked and why other changes were less fruitful. Good reporting helps to bridge the gap in communicating established directions and future goals with the client.

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